LinkedIn provides several marketing solutions for brands, including advertising, content sharing, and engagement tools. Advertising options allow targeting professionals through text and image ads. The LinkedIn platform and large, affluent user base promote trust and receptivity to branded messages. Engaging followers through status updates, groups, and shared content can increase brand awareness, drive insights, and achieve viral reach through the professional network. Overall, LinkedIn offers unique opportunities for quality audience targeting, message promotion in a business context, and measurable marketing impact.
7. Online Engagement World-Wide:
Canada Still Leads with Online Engagement Followed by the US!
The average Canadian went online daily, spending 46 hours and viewing
over 3,510 pages in January!
January 2011
Average Average
Unique Visitors Usage Days Minutes per Average Pages
Location (000) per Visitor Visitor per Visitor
World-Wide 1,333,403 18.2 1,394.7 2,102
China 295,715 12.3 699.1 979
United States 181,038 28.3 2,213.7 3,075
Japan 73,091 16.1 1,070.5 1,860
Germany 49,475 21.1 1,454.3 2,828
France 42,037 23.8 1,689.0 2,787
India 41,996 13.5 751.3 1,163
Brazil 40,528 18.3 1,548.9 2,077
United Kingdom 38,704 25.4 1,991.0 2,891
Canada 23,113 30.8 2,742.9 3,510
#1 #1 #1
Source: comScore Inc., Media Metrix, CA, All Locations, Persons 15+, Jan 2011
9. Social Networking ranked as the fastest growing category in mobile content
consumption in 2010, but online retail right up there
Fastest Growing Mobile Content Categories by Total Audience (000)
Source: comScore MobiLens, 3 mo. avg. ending Dec-2010 versus Dec-2009
80,000
Dec-09 Dec-10
+ 39%
70,000
+ 56% + 45%
60,000
Unique User (000)
50,000
+ 46%
40,000
30,000
+ 45%
20,000 + 47%
+ 55% + 53% + 45%
+ 46%
10,000
0
Social Classifieds Online General Maps Shopping Restaurant Weather Auction Personal
Networking Retail Reference Guides Info Sites Email
10. Platform Connections Killer app
Status, Photo
Friends, Family
Social Utility Sharing & Social
and Colleagues
Gaming
Public Fans & Real-time Micro
Broadcast Followers Blogging
Professional
Colleagues &
Professional Identity,
Business
Network Connections &
Contacts
Insights
11. Our mission
Connect the world’s professionals to make
them more productive and successful
11
12. The only global social platform delivering marketing
solutions in a business context, driving long-term impact
Quality Audience Business Context Marketing Impact
Reach the most influential, affluent Promotes trust and Delivers compelling insights and
and educated audiences at scale message receptivity results with social media solutions
... Engage opted-in
Pinpoint the audience ..Benefit from viral
professionals in a
most valuable to your distribution and
relevant mindset and
business incremental reach
environment,
13. LinkedIn: The Only Global Social Platform Delivering
Marketing Solutions in a Business Context
Quality Audience Business Context Marketing Impact
Reach the most influential, affluent Promotes trust and Delivers compelling insights and
and educated audiences at scale message receptivity results with social media solutions
5x 2x +86%
more C-suite reached on a daily more confident in information increase in Aided Brand Aware-
basis than competitor business found on LinkedIn than other ness among non customers
sites. (40,000)1 social sites3 - Phillips -
1InternalLinkedIn data (UK), September 2011
12InternalLinkedIn data, September 2011
3 LinkedIn Audience 360 Survey (UK), August 2011
3 Phillips Healthcase case study
14. The world’s largest professional network
Over 50% of members are now international
**
135M+ *
75%
Fortune 100 Companies
90
use LinkedIn to hire
**
55 >2M
Company Pages
32
**
8
17 ~2B
People searches in 2011
2 4
2004 2005 2006 2007 2008 2009 2010
*as of November, 2011
LinkedIn Members (Millions) **as of September 30, 2011
14
15. 4.1 Million Unique Visitors
136 Million Page Views
64 Million Minutes
15.5 Average Minutes Per Visitor
ComScore - October 2011
Source: comScore Canada Media Metrix September 2011
16. LinkedIn Demographic Profile
Gender HHI $ Age
65+, 7% 18-24,
48% 5%
55-64,
27% 14%
Female,
46%
Male,
54%
25-54,
70%
$75K+ $100K+
70% of UVs on LinkedIn are Adults 25-54
48% of UVs on LinkedIn have a HHI of $75K+
Sources: comScore Media Metrix, Canada, October 2011.
18. Social Media Environment Matters
Quality Audience Business Context Marketing Impact
Reach the most influential, affluent Promotes trust and Delivers compelling insights and
and educated audiences at scale message receptivity results with social media solutions
3.4M 2x +10
C-level and VPs on LinkedIn. more confident in info found on shift in Net Promoter Score as a
135M members and growing1 LinkedIn than other social sites2 result of leveraging LinkedIn3
1 Internal LinkedIn data (US), September 2011
2 LinkedIn Audience 360 Survey (US), August 2011
3 Global computer manufacturer
18
19. What are professionals doing on LinkedIn?
Managing their professional identity
Building business relationships
Sharing advice and finding answers
Researching people and companies
19
20. Manage your professional identity
Integrate other social
Build your professional profile Get recommendations activity (blogs, tweets)
Optimize your profile for search – Install InApps
the professional profile of record
21. Professional identity ecosystem
Your professional profile of record
Connect
Experience /
Education
Professional
Details
Recommendations
Summary:
Career and
Professional
Highlights
Groups /
Associations
21
22. Build business relationships
Build a professional network
Make contact via InMailTM
Request / facilitate introductions
23. The 2nd Degree Network
Queens University
Descartes Systems Group
24. Gain professional insight
Keep up with the news stream Create Polls
Discuss professional topics in Groups
Ask and answer professional
questions from the network
25. Gain professional insight
Share & comment on insights & news
via status updates
Get the day’s top news through a
professional lens
34. In a Social World Brands Must Participate to Succeed
Engaging Followers is critical to participation
88% of LinkedIn members are interested in following companies.
Members will follow an average of 2.8 companies per category.
Create Attract
Experiences Followers
Amplify thru Engage
Network Followers
LinkedIn Survey (n=363), US and Canada, October 2011
34
35. Engage Those Most Interested in Your Brand
Introducing Company Status Updates
Homepage
Chevron is demonstrating how solar energy can increase production from Profile
mature oil fields. The project uses more than 7,600 mirrors to focus the sun's
rays onto a solar boiler. Learn more: http://bit.ly/oow11ytfb
Chevron Loremipsum dolor sit amet, consecteturadipiscingelit.
Like (5) • Comment • Share
Maurisrhoncusscelerisqueporttitor. Fusceviverrajustofermentum dolor volutpat.
Like (5) • Comment • Share
Mobile
Website
55% of LinkedIn members will follow a company “forever”.
45% of members want weekly updates.
LinkedIn Survey (n=363), US and Canada, October 2011
35
36. LinkedIn Assets and Virality Fuel Follower Ecosystem
Engagement generates value
Comment
• Earned media
• Incremental reach Share
• Relevant relationships
Like
• Insights
Share
Like
Comment
Status Update
36
37. LinkedIn members value following companies
88% of LinkedIn members said they
would “follow” companies
How many companies would you follow?
1 to 3 35%
4 to 6 37%
7 to 9 10%
10 or more 18%
Base in bar chart: Respondents who said they would follow at least 1 company (n = 320)
Source: Survey of 363 active LinkedIn members in the US and Canada (fielded 10/3/2011)
37
38. LinkedIn members want updates on a broad range of topics
and will share with their networks
“Yes, I want to receive “Yes, I would share this
Company Updates these updates .” kind of information.”
79% 63%
New job openings at the company
73% 43%
People in your network who have joined or left the company
69% 58%
News articles that are relevant to the company
66% 59%
Notifications of a launch of a new product or service
63% 60%
Information about a new project or initiative by the company
46% 57%
Notifications of new white papers, upcoming webinars, or conferences
28% 63%
Notifications of special offers, deals, or discounts
• Base: Respondents who said they would follow • Base: Respondents who said they would follow at
at least 1 company (n = 320) least 1 company (n = 320) & were interested in
receiving this specific update
Question: “What information about a company Question: “What information would you be likely to
would you like to receive in your LinkedIn network share with people in your LinkedIn network?”
update stream?”
38
39. LinkedIn followers value professionally relevant updates
In your own words, please describe the kinds
of company updates that you would be most
interested in receiving…
I DON'T want marketing
spam. I do want news
Updates that include strategic and people stories, product
shifts in the company. New product reviews, people I know
launches, discoveries of new technologies. leaving or starting there.
Large, unexpected financial changes. I like to stay in touch
High profile insights from key leaders, i.e. with the industry.
CEO, President, CFO, CMO's etc. New tips- tricks, and
people moving.
I want to know when a
company launches a
new product.
I want financial
announcements.
Source: Survey of 320 active LinkedIn members in the US and Canada (fielded 10/3/2011)
39
43. Effect of Ad Exposure Frequency
Advertiser provided educational programs
Targeted brand message at mid-level managers
Impact of higher exposure on: Lift
(1-10 vs. 11+ times)
Recall seeing an ad from advertiser on
140%
LinkedIn
Think that advertiser has an excellent
14%
reputation
Likely to apply to advertiser’ program 68%
43
44. Advertising On LinkedIn
Reach your audience through prominently placed,
high impact ad units across LinkedIn
45. LinkedIn Shareable Content Ads
• Execute simply through RSS Feeds &
Updates automatically
• Share video, tweets, blogs and more
• Use content to build loyalty
• Targetable to all audiences
• Shareable
46. Custom Shareable Content Ad
Stream webcasts or showcase
information about your products
or services within the unit
Promote Content can be shared
whitepapers, stu with social networks
dies, or any
information
about your brand
Leverage existing videos
content or pre-roll assets to Pull in relevant news feeds that
run in the Content ad align with your Brand or
campaign objectives
For us, fundamentally changing the way the world works begins with our mission statement: To connect the world’s professionals to make them more productive and successful. This means not only helping people to find their dream jobs, but also enabling them to be great at the jobs they’re already in.
For us, fundamentally changing the way the world works begins with our mission statement: To connect the world’s professionals to make them more productive and successful. This means not only helping people to find their dream jobs, but also enabling them to be great at the jobs they’re already in.
In a nutshell, Linkedin has the ability to precisely target audiences in a business context, to deliver high impact solutions for marketers and agencies. Let’s dive deeper:If we think about this in the context of the follower ecosystem on LinkedIn , this unique value proposition allows marketers access to a highly affluent, influential and active audience, with the ability to pinpoint their exact target audience at scale on our platform.Context defines behaviour on the site, as a result there is very little mis-behaviour, and so a high degree of trust. In this trusted environment, marketers can engage in dialogue with professionals who have indicated that communications from their business are relevant, and so valuable to them. The social nature of the site means that when the audience you engaged share the content you posted, their connections are also likely to be highly relevant and so valuable to you. In this example, your content now shared virally will carry the endorsement of the professional who chose to share that content, dramatically improving the impact your communications have, increasing incremental reach, and driving a long –term engagement with relevant customersWINDOW OF OPPORTUNITY
In a nutshell, Linkedin has the ability to precisely target audiences in a business context, to deliver high impact solutions for marketers and agencies. Let’s dive deeper:If we think about this in the context of the follower ecosystem on LinkedIn , this unique value proposition allows marketers access to a highly affluent, influential and active audience, with the ability to pinpoint their exact target audience at scale on our platform.Context defines behaviour on the site, as a result there is very little mis-behaviour, and so a high degree of trust. In this trusted environment, marketers can engage in dialogue with professionals who have indicated that communications from their business are relevant, and so valuable to them. The social nature of the site means that when the audience you engaged share the content you posted, their connections are also likely to be highly relevant and so valuable to you. In this example, your content now shared virally will carry the endorsement of the professional who chose to share that content, dramatically improving the impact your communications have, increasing incremental reach, and driving a long –term engagement with relevant customersWINDOW OF OPPORTUNITY
LI Positioning& Value Prop: High-LevelLinkedIn is the only global social platform delivering marketing solutions in a business context. We have a Quality Audience: Reach the most influential, affluent and educated audiences at scale. 3.4M C-level and VP executives in LinkedIn US member base.71% of LinkedIn US audience has college or post graduate degree.$86 Average house hold income.Business is the context of LinkedIn. Professionals trust LinkedIn for the professional information and insights, providing marketers with high message receptivity.You can make a marketing impact: Our social media solutions deliver compelling insights and results. Value prop for marketers… LinkedIn has the ability to precisely target quality audiences in a business context, while delivering high impact solutions for marketers and agencies. Note: data and stats can/should be customized with stats pertinent to audience and industry.
Adding Skills & Volunteer Work New Student Profiles
Replaces rolodex & business card; address book in the cloudThere are over 135 million LinkedIn members and a new member joins every second. Here's how to make your profile stand out:Update your profile regularly. Have you Googled yourself? Your profile comes up high in search results for your name, so make sure your online first impression packs a punch. Update your profile when you nab a promotion or switch jobs. If recently took a class or got a certification, make sure that info is on your profile too. Have you learned new skills in the past year? Make sure they're listed on your profile. Keep your profile updated, even when you're not looking for a job, since clients or partners may be searching for someone like you. If you only have your current position listed on your profile, then you may look like a professional that only has a year of experience if that's how long you've been in your current role. That's why it's important to add your previous work history in your profile. You are 12 times more likely to be viewed for potential opportunities if you have more than one position listed on your profile.Get connected. Remember, when you look at a person's profile on LinkedIn, you'll see if you have any connections "in common." There is a "magic" number of connections on LinkedIn and that number is 50 contacts. By connecting to at least 50 people that you know and trust (current co-workers, clients, friends and family) you'll increase your chances of getting in touch with people and companies that will help you get ahead in your career.Add a photo. If you add a photo you're seven times more likely to have people view your profile. Adding a photo is also important if you're reaching out to people you've lost touch with. People never forget a face. (Especially if you changed last name when you got married. A college classmate or former boss may remember you as Karen Harris, not Karen Smith, so a photo will jog their memory.)
For us, fundamentally changing the way the world works begins with our mission statement: To connect the world’s professionals to make them more productive and successful. This means not only helping people to find their dream jobs, but also enabling them to be great at the jobs they’re already in.
For us, fundamentally changing the way the world works begins with our mission statement: To connect the world’s professionals to make them more productive and successful. This means not only helping people to find their dream jobs, but also enabling them to be great at the jobs they’re already in.
World is social… We see enormous value in Followers, and developing your own follower ecosystem before everyone else (Followers follow a finite set of brands)Create experience by building a Co Page, establish a presence on the platformAcquire Followers w/Follow Ads + Message Followers w/co status updates (Home Page, Profile Page, Mobile, Websites) = Drives Engagement and the viral mechanics… fuels the ecosystemNote: significant value in Followers and Co Status Updates even if Co Page P&S tab not completely developed.
Status Update and Chevron logos are intended to be customized. See appendix for generic, non-branded example. Co Status Updates are distributed at key points across LI and the web “Everywhere” is a core LI value and emphasized in everything we do Followers are genuinely interested in your brand, they are not given incentivized offers to follow (eg, “like” me to enter sweepstakes)
Both Chevron logos are intended to be customized. See appendix for generic, non-branded example.Leveraging LinkedIn’s assets drives the virality that fuels your Follower ecosystem. As we discussed your Co Page is the foundation of your presence on the platform. From this central hub your Co Status Update is distributed to your Followers, and their interactions with your status update (via shares, comments, likes) are distributed across their networks. These Follower interactions generate tremendous value for you… Earned media – advocates and enthusiasts amplify your brand messages, generating “earned media” which is the most powerful form of advertising that exists Incremental reach – as your message spreads via the viral mechanics you benefit from incremental reach, which serves to lower your acquisition costs and increase your ROI Lasting relationships – while campaigns end, your conversations with Followers continue. This ability to have sustained, relevant messaging helps you impact purchase influence, and also move key metrics around retention and loyaltyInsights – are key to improving campaign performance and planning… [next slide]
For us, fundamentally changing the way the world works begins with our mission statement: To connect the world’s professionals to make them more productive and successful. This means not only helping people to find their dream jobs, but also enabling them to be great at the jobs they’re already in.