Nick Besbeas VP Marketing, LinkedIn

Social Media in Context

2

Direct Marketing

Microsoft

Consumer Internet

Audience Science

Behavioral Targeting

LinkedIn

Social Media

Yahoo!

Consumer Internet

1995 ----|----|----|----|---- 2000 ----|----|----|----|---- 2005 ----|----|----|----|---- 2010

Portals

Search Engines

Social Networks

Three Waves

Wave 1: Portals

1995 1999 2005 2012

Online Content Growth Web Pages Indexed (in MM)

20 200

8,000

45,000

10

11

Wave 2: Search Engines

About 7,740,000 results (0.26 seconds)

15

16

17

Wave 3: Social Networks

Brand Relationships Have Evolved

Awareness

Consideration

Conversion

Loyalty

From Brand-Controlled Communication

Source: McKinsey Quarterly, The consumer decision Journey, 2009

To Social and the Empowered Consumer

• Listening & insights are more important than ever

What Does it to Marketers

20

• Brands have the opportunity to participate

• Marketers need to add value with content and engage in discussion

• Consumers are engaging differently, but their basic needs haven’t changed

The Physics of the Social Internet

21

Virality

User

Generated

Content

Network

Effects Content

AMPLIFY

ANALYZE AND REFINE

Recipe for Social

22

Engage with Content

Attract an Audience

Create a Presence