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Marketing Solutions

Presented To: School of Continuing Education,Columbia University

Date: 12/7/2012

Account Executive: Janine Taormina

Account Manager: Tim McCarthy

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School of Continuing Education, Columbia UniversityBusiness Review

Marketing Objectives: – Increase REACH– Extend BRAND – Increase top-line AWARENESS– Conversions

Goals

Challenges

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LinkedIn Mission:

Connect the world’s professionals to make them more productive and

successful.

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187,000,000+

registered members (as of October 2012)

The globally connected professional network

5M+

Canada

61M+

USA

7M+

Brazil

2.9M+

Australia

35M+

Europe

3M+

DACH

3M+

Italy3M+

France

2M+

Spain

3M+

NL8M+

UK

14M+

India

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We connect people across a wide range of demographics

44% are parents

Educated:

55% college grad or above *

45% women

55% men

Affluent:

49% HHI $75K+

33% HHI $100K+

Source: comScore, November 2011. * @plan, Rels 4, 2011.

27% Millennial A18-34

24% GenX A35-44

38% Boomers A45-645

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And they use LinkedIn for many purposes

As of March 2012

Connect & Communicate

Research People & Companies

Professional Insights

76% Network with other professionals

40% Let others know what I’m up to

62% Learn about what other colleagues are doing

43% Learn more about a company

46% Stay up to date on industry discussions

Manage Career72% Maintain professional identity

37% Look for jobs

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Social Media Environment Matters

Promotes trust and message receptivity

2xmore confident in info found on LinkedIn than other social sites2

Delivers compelling insights and results with social media solutions

+10shift in Net Promoter Score as a

result of leveraging LinkedIn3

Reach the most influential, affluent and educated audiences at scale

4.2MCorporate Executives on

LinkedIn. 150M members and growing1

Quality Audience Business Context Marketing Impact

1 Internal LinkedIn data (US), March 20122 LinkedIn Audience 360 Survey (US), August 2011

3 Global computer manufacturer

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Reach Influential, Affluent Professionals

Quality Audience Marketing ImpactBusiness Context

Source: The Nielsen Company @Plan, US Adults age 18+, Rel 3 2011

Profession Seniority Education Industry Company Size Geography Group Membership

Business Decision Makers

HHI $100K+

Target By

Facebook

NY Times

LinkedIn

15.8%

24.1%

26.7%

Comp

Facebook

NY Times

LinkedIn

20.0%

31.9%

34.4%

Comp

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LinkedIn combines social media solutions that deliver compelling insights and results.

Create Experiences• Company Page• Groups

Amplify thru Network• Network Update

Status• Company Followers• API/Web Plug-Ins

Attract Audience• Content Ads• Social Ads• Partner

Messages

Engage in Conversation• Polls• Groups• Company Status

Updates

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LinkedIn’s Marketing Solutions

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Profession

Seniority

Industry

Company Size

Geography

Education

LinkedIn Audience TargetingThe most accurate way to target professionals on the web.

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LinkedIn PollsSmall talk that delivers big.

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Expandable Video Content Ad

LinkedIn Content AdsNew optional format for video feeds

The benefits of Content Ads with expandable player:•Highlight video content•Provide more information about the videos•More engagement options

Standard Content Ad

Distribute School of Continuing Education,Columbia University‘s content to build brand loyalty and establish thought leadership.

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LinkedIn InMail MessagesDirect Communication to the Professional Inbox

Drive Awareness & Promote University Initiatives

Target CLO’s & HR Execs

Credible messaging and high open rates since members only receive one InMail every 60 days

Leverage Added Value Elements (300x250 or 300x600) to cross promote and drive followers to Company Page & University- Sponsored Groups

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LinkedIn Custom GroupsWhere members collaborate on shared passions, interests or goals

Cultivate long-lasting relationships

Robust membership-driving program

Over 1,000,000 Groups currently exist

1,500 Groups created every day

3,000,000 join groups every month

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School of Continuing Education,Columbia University

Company Pages&

Follower Ecosystem

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Capture Followers who will become your advocatesGain School of Continuing Education, Columbia University followers with LinkedIn’s Follow Company Ads

Leverage LinkedIn’s precise targeting to garner qualified Prospective Students

Generate social awareness when new professionals follow Fuqua

Build relationships by increasing followers

Influence professionals by using their social graph

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Engage Those Most Interested in Your Brand Introducing Company Status Updates

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Homepage

Profile

Mobile

Website

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Like (5) • Comment • Share

School of Continuing Education, Columbia University

is announcing a new Executive MBA program.

http://bit.ly/oow11ytfbLike (5) • Comment • Share

55% of LinkedIn members will follow a company “forever”.1

45% of members want weekly updates.1

LinkedIn Survey (n=363), US and Canada, October 2011

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Education companies have already adopted status updates

LinkedIn Internal Data as of July 2012 for higher education & education management industries

Over 900 Education Companies sent

Status Updates in 30 days

Over 100 sent more than 10

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Mobile

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From coffee to couch and everything in between

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iPad

12

am

1a

m

2a

m

3a

m

4a

m

5a

m

6a

m

7a

m

8a

m

9a

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10

am

11a

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12

pm

1p

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2p

m

3p

m

5p

m

6p

m

7p

m

9p

m

10

pm

11p

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Desktop

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LinkedIn iPad Sponsorship

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Innovation

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LinkedIn Certified Developer Program

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LinkedIn Platform: APIs for marketers

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IE Business School

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LinkedIn Platform: APIs for marketers

American Express creates a viral engine that rewards LinkedIn members with card discounts for professional recommendations

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Case Studies

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INSEAD:Successfully using the follower ecosystem

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Results19,800 followers /2 months435 recommendations

SolutionTargeted social ads Follow ads Recommendation ads

Engage potential candidates and differentiate programme using advocacy

Objective

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London Business School:Intelligently using content and relevant messaging

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Results85% open rate on InMail0.1% CTR on targeted display8% engagement rate on content ad

Solution Targeted display Content ads InMail

Drive awareness and perception of LBS using relevant content and highly targeted direct messaging

Objective

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2013 Proposal

Columbia University_MS_Q1 Q2 '13_DSM ID 2608683.xls

Columbia Targets MS programs (2).xlsx

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