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LinkedIn OverviewPrepared for Mindshare & BPOctober 16, 2012
LinkedIn is about Business Transformation
MARKETING SOLUTIONS 3
1comScore Media Metrix, November 2011, US Internet users2US Census, 2011 US & World Population Clock. Wikipedia3Cone, 2008
95%of the US online population used social media in the past month1&2
150 years spent on social media per month1
85%of social media users believe companies should interact with them via social media3
1862 2012
Social Media Has Transformed Our Lives
MARKETING SOLUTIONS 4
Brand Relationships Have Evolved
To Being Everywhere to EveryoneFrom Brand-Controlled Communication
MARKETING SOLUTIONS 5
Marketers Must Participate to Succeed
Create Experiences
Amplify thru Network
Attract Audience
Engage in Conversation
MARKETING SOLUTIONS 6
LinkedIn Audience 360 Survey, US, August 2011
2x more confident in the information found on LinkedIn than other social platforms
While Gathering Insights, Measuring Impact and Maintaining Trust
MARKETING SOLUTIONS 7
Social Media Environments Matter
1Society for New Communications Research, US 20102LinkedIn Audience 360 Survey, US, August 2011
90%of professionals use social media to get access to thought leadership and information they couldn’t get elsewhere1
81% of LinkedIn members prefer to have separate social networks for their personal and professional lives2
3 out of 4professionals rely either lightly or heavily on professional networks to support business decisions1
MARKETING SOLUTIONS 8
The value we bring to our members
Identity
Connect, find and be found
Insights
Be great at what you do
Everywhere
We work where our members work
LinkedIn Audience
MARKETING SOLUTIONS
5M+
Canada
70M+
USA
9M+
Brazil
3M+
Australia
34M+
Europe
16M+
India
4M+
Southeast Asia
10M+
Middle East & Africa
175,000,000+
The globally connected professional network
press.linkedin.com/about
registered members1
MARKETING SOLUTIONS
The world’s largest professional networkInternational now comprises over 50% of total membership
175M+
100MAvg Monthly Users in Q1’1285% y/y growth
Page Views in Q1’1280% y/y growth
8B+
Searches in Q1’1295% y/y growth
1B+17
32
55
90
145
MARKETING SOLUTIONS 12
Connect
Summary: Career and
Professional Highlights
Experience / Education
The professional profile of record
Professional Details
Groups /Associations
Recommendations
LinkedIn Marketing Solutions
MARKETING SOLUTIONS 14
LinkedIn: The Only Global Social Platform Delivering Marketing Solutions in a Business Context
Promote trust and message receptivity
Deliver compelling insights and results with social media solutions
Reach the most influential, affluent and educated audiences at scale
Quality Audience Business Context Marketing Impact
2xmore confident in
information found on LinkedIn than other social
sites2
1 The Nielsen Company @ Plan Rel 4 2011. Compared to WSJ.com. 2 LinkedIn Audience 360 Survey, US, August 2011
3 LRN ad effectiveness case study
1.6xmore C-suite reached on a daily basis than competitor business sites (801,000)1
+86%increase in Aided Brand Aware-ness among non
customers(Consumer Durables brand)
MARKETING SOLUTIONS 15
Reach Influential, Affluent Professionals
Profession Seniority Education Industry Company Size Geography Group Membership
Quality Audience Marketing ImpactBusiness Context
1 The Nielsen Company @Plan, US Adults age 18+, Rel 4 20112 comScore US Media Metrix, November 2011.
Business Decision Makers1
HHI $100K+2
Target By
NY Times
15.7%
23.1%
23.9%
Comp
NY Times
19.6%
29.9%
32.5%
Comp
MARKETING SOLUTIONS 16
Align Message with Business Opportunity
LinkedIn Audience 360 Survey, US, August 2011
3 out of 4 Members use LinkedIn for everything business, from keeping up on trends to reading business news
Members are 2x more confident in the information found on LinkedIn than any other social site
64% agree that LinkedIn helps develop relationshipsand grow new business
Business ContextQuality Audience Marketing Impact
MARKETING SOLUTIONS 17
Extend Marketing Impact
Marketing ImpactQuality Audience Business Context
Product portfolio engages on all levels
38% lift in likelihood to apply for a credit card in the next 12 months
Financial Services Customer
Authentic data powers reporting
89%
more leads generated on LinkedIn than on a leading ad network at a third the cost per lead
Professional Organization Customer
Network effect extends marketing
2,000product recommendations in two weeks generating 500,000 viral updates about products & services
Technology Customer
LinkedIn Insights
MARKETING SOLUTIONS 19
Tools to Inform and Optimize
Enhanced Reporting
Access to hard-to-reach audiences
Accurate data Completion rates 5-
1000x better than industry average
By Geography By Seniority By Industry By Company
Valuable Audience Research
MARKETING SOLUTIONS 20
Power and Accuracy of Professional Profile DataWho Visits Your Page? Who Saw Your Campaign?
Who Clicked On Your Ads? Who Viewed Your Ads?
MARKETING SOLUTIONS 21
Extended Impact through Research
Targeting OptimizationValidate that your message is reaching your key consumer
Is your message reaching people the right people?
Competitive InsightsPurchase consideration and competitive landscape of your brand
What do consumers think about your brand versus competitors?
Campaign PerformanceAd recall and lift in brand awareness and message consideration
What impact did your campaign have on your target audience?
MARKETING SOLUTIONS 22
The Power of Research Results
How Much of Your Audience Did You Reach?
A B C D E
59%52%
38%31%
17%
Usage of Logistics Providers
How Well Do They Recall Your Ads?
Low High
5%
8%7%
14%
Control (page-view matched)
Exposed to campaign
Exposure to Financial Services Campaign
How Efficiently Did You Target Your Ads?
Members Targeted by Campaign
Will you fly for business in the next 12 months?
No = 23% Yes = 77%
Key Consumers for a Travel Company
Likelihood of Purchasing from an Equipment Manufacturer
How Likely Are Customers to Purchase?
Current Customers
Non-Customers
14%
32%
26%
43%
59%
25%
Unlikely Neutral Likely
MARKETING SOLUTIONS 23
MARKETING SOLUTIONS
“Spend Time”
Professional NetworksPersonal Networks
“Invest Time”
Source: Q10a– Information to receiveBase: Professional SN users (5204) Personal SN users (8692)
What are the top 5 reasons people use social networks?
1
2
3
4
5
Socialize
Stay in touch
Be entertained
Kill time
Share content
Maintain professional identity
Make useful contacts
Search for opportunities
Stay in touch
Keep up to date for career
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MARKETING SOLUTIONS
Professional NetworksPersonal Networks
Career info
Updates on brands
Current affairs
Info on friends
Info on personal interests
Entertainment updates
Source: Q10a– Information to receiveBase: Professional SN users (5204) Personal SN users (8692)
What are the top 3 content types people expect?
26% higher than personal
1
2
3
25
“Spend Time” dd“Invest Time”
MARKETING SOLUTIONS
Top 5 tips to optimize your marketing with the right mindset
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Recognize the separation between personal & professional networks.
Align your brand with emotion by matching your message to the user mindset.
Engage information-hungry influencers with exclusive information.
Frame how your brand helps users gain knowledge and success on professional networks.
Build meaningful relationships by participating, sharing and listening.
1
2
3
4
5
MARKETING SOLUTIONS 27
Social is not about reach. It’s about relevance!
Company Update Targeting Dimensions
Language ✓
Geography ✓ ✓ ✓
Industry ✓
Company Size ✓
Function ✓
Seniority ✓
Non-company employees ✓
Requires company to classify ✓
The ability to segment audiences increases relevance and performance.
More importantly, the ability to segment audiences makes content distribution more impactful which has the ability to exponentially change your social media programs.
MARKETING SOLUTIONS 28
NEW | Company Page Redesign
Launched Sept 6th, 2012– Very limited distribution
Benefits– Improved brand presence– Enhanced discoverability– Conversations across
devices
MARKETING SOLUTIONS
NEW | Influencers Program: More Discussions, More Influence
Announced October 2nd, LinkedIn’s new Influencer Program will change the landscape when it comes to news, content, sharing and the voice of Influencers.
