The document provides an overview of LinkedIn's marketing platform and capabilities. It discusses LinkedIn's global user base and growth. It then outlines various owned, earned, and paid marketing levers that can be used on LinkedIn, including Company Pages, Groups, display ads, InMails, and more. Several case studies are presented showing how different brands have successfully used LinkedIn's tools to grow followers, drive awareness, and increase engagement.
5. Transforming the Way Companies Hire, Market
and Sell
PRECISE TARGETING
Authentic Profile Data
Replacing the
Resume
Reinventing the
Consumer
Relationship
Eliminating the
Cold Call
6. LinkedIn‟s Global Footprint
235M+
Registered members as
of August 1, 2013
3M
+
Australia
17M+
India 4M+
SE Asia
6M
+
Canada
70M+
USA
10M+
Brazil
Europe
Americas
34M+
APAC39M+
80M+
2M
+
DACH
3M
+
Italy4M
+
France
3M
+
Spain
3M
+
NL
10M+
UK
125M+
Monthly Unique
Visitors
63%
Of LinkedIn members
are outside of the US
EMEA
50M+
UAE
1M+
1M
+
Sweden
1M
+
Belgium
Global Reach at Scale
7. 1 in every 3 Professionals in the world are LinkedIn
55%
2
College grad or post grad
$83K
2
Average household income
Business Decision Makers
7.9M
1
Sources: 1. Internal LinkedIn data, October 2012; 2. The Nielsen Company @ Plan Rel 4 2011; 3. comScore US Media Metrix
Data, September 2012
3
2xMore buying power than
average Internet sites
9. 9
6XMore engagement with
content vs. jobs
BRANDS
2.7MM Company Pages
Company Updates
SlideShare
Groups
THOUGHT
LEADERS
200+ Influencers
NEWS
1.3MM Publishers
LinkedIn Today
PEERS
1.5MM Groups
Connections
NY Times | June 16, 2013
LinkedIn Builds Its Publishing Presence
LinkedIn has evolved into a Professional
Publishing Platform
10. Professional NetworksPersonal Networks
Career info
Updates on brands
Current affairs
Info on friends
Info on personal interests
Entertainment updates
Source: Q10a– Information to receive
Base: Professional SN users (5204) Personal SN users (8692)
…and Users are Actively Leaning In and
Participating in the Dialogue
26% higher than
personal
1
2
3
10
“Spend Time” dd “Invest Time”
13. 13
Generate buzz and create a brand community with
Sponsored Groups & Sponsored Polls
Create a branded community where members discuss topics that matter
to them
Influence organic discussions
with potential advocates
Demonstrate thought
leadership and build loyalty
Own ad space in the Group to
distribute content
14. 14
Ensure standout; just one
message is sent every 60
days
Prompt user to take action
with customizable
response button
Encourage on-going
dialogue with optional
social widgets
Speak Directly to your Audience with InMail
Strong Engagement
Send a personalized message directly to a member‟s inbox
22. Priority Accounts and Joint Planning
Analyze & Optimize
Engage Followers:
Post Updates
Build Community:
Acquire Followers
Establish Presence:
Develop branding assets
xyzCo
xyzCo
Ed Franklin
Grow Your Career by
Following:
XYZ.CO
Cecile, get the latest on XYZ.CO
Jobs, News & more!
XYZ.CO
Grow Your Career by Following:
XYZ.CO
Cecile, get the latest on XYZ.CO
Jobs, News & more!
XYZ.CO
25. Frame how your brand helps users gain
knowledge and success
50 followers
at start
12,000 followers,
5 weeks later
240x
increase in just 5 weeks
26. More likely to create content within Groups
More likely to follow
companies
More likely to share updates with their
network6x
6x
9x
Influencers
Average
LinkedIn
Member
Engage information-hungry influencers with
exclusive information
26
27. 2.5X
More Engagement than Avg.
Professional Women‟s Network
47%
Higher Unaided Brand Awareness
54K
Total Members
Match your message to the user mindset
27
28. “What impressed me the most
was the strong bond forged
among the women, although
most only connected online a
few months ago.”
- Linda Descano
President and CEO of Women & Co.
28
NYC Connect Meet-up
Build meaningful relationships by
participating, sharing, and listening
30. Professional and affluent audience
1Society for New Communications Research, US 2010
2LinkedIn 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
31. Our Marketing Solutions
All powered by our precise and authentic targeting
Company Pages
- Follower Updates (free)
- Sponsored Content to non-
followers (paid)
Social Ad: Follow Company
Groups
- Enhanced 100% SOV Ad
Units
- Custom – Custom Right Rail
- Managed – Custom Right Rail
& Editorial Curation
Social Ad: Join Group
Mobile
- Mobile – sponsored content
- iPad –
- Sponsored content
- Targeted Display
- Full Page takeovers
Slideshare
Channels, Sponsorship, Banners
APIs/Plug-Ins
Custom Executions built by
LinkedIn Certified Developers
(CDP)
Standard Display Ads
300x250, 1x1 text
link, 728x90, 160x600
Sponsored InMails
Sponsored Polls
Content Modules
Exp video content modules
Slideshare Content Modules
Social Ads
Join Group & Follow Company
SocialCore
PRECISE TARGETING
Authentic Profile Data
API / Off-Platform
Notas del editor
Earliest Adopter – The first person to sign up and create a profile on LinkedInMost Connected– The person with the most 1st degree connectionsMost Popular– The person whose profile was viewed the most in the past 30 daysMost Endorsed – The person with the most total endorsements
Ever since we were founded in 2003, LinkedIn’s mission as been to connect the world’s professionals to make them more productive and successful. Everything we do is member first. For example, 20% of our revenues are reinvested into our member products and platform vision.Around 1,000 new products are being BETA tested by members every week, ensuring only the most beneficial make it through.
Today we are going to focus on Marketing Solutions, but it’s important to understand that LinkedIn is also a powerful tool for companies to find and hire the best talent as well as identify and acquire new customers. All this is achieved by our scale, social engagement on the platform and LinkedIn’s precise and authentic targeting capabilities.We are able to do this in an unprecedented way due to the convergence of two unique trends:Scalable infrastructure that connects hundreds of millions of people in milliseconds, andExtraordinary shifts in online behavior related to the way people represent their identities, build their networks and share information and knowledge. This is fundamentally changing the world in the way we live, play, and, of course, work. And that’s where LinkedIn is focused: on fundamentally transforming the way the world works.
LinkedIn is the most effective place to engage with professionalsLinkedIn enhances a company’s brand presence and helps to build trusted consumer relationships with high quality audiences at scale. LinkedIn enables companies to engage with professionals in unprecedented ways, e.g. seniority, functional area, type of company, size of company, geography, etc. When combined with highly effective tools -- such as the company follower model, i.e. the ability to target a company's followers with status updates, white papers, headlines, new product announcements, etc.; custom groups; and special editions of LinkedIn Today, -- LinkedIn enables companies to deeply engage with one of the most influential, affluent, and highly-educated audiences on the Web. LinkedIn’s audience enables marketers to target at scale the highest composition of influential, affluent and educated decision makersMembers have 2X more buying power than average, more than other top 5 social media sites$83k HHI average for members in US3.9MM CXOs and VPs among our members55% of members are college grads or have post-grad degrees
Driving this increased engagement is the fact that LinkedIn has evolved into a professional publishing platform. Our members are 6 times more engaged with content on LinkedIn vs our jobs properties. LinkedIn members are investing time in content from four primary sources:Brands, 2) Thought Leaders 3) News and 4) Peers And the LinkedIn products that deliver this content are:Brands – Company Pages, Company Updates, SlideShare, GroupsLinkedIn members choose to follow the companies that they want to hear from, engage with content these companies post to SlideShare, and join Groups built or sponsored by these companiesThought Leaders – Influencers Members are getting unique content that they can’t get anywhere else by following Influencers. The Influencers program includes over 220 of the most influential thought leaders, from Richard Branson to President Obama.On LinkedIn, Influencers have become publishers virtually overnight, attracting – in the case of Richard Branson – 1.3million followers that engage with and share their content – posting hundreds of thousands of comments. (March 1, 2013) Companies have the same opportunity on LinkedIn. News – LinkedIn TodayThere are more than 40 industries and 480 news sources to follow on LinkedIn Today.Since LinkedIn Today was integrated into the LinkedIn Homepage in July 2012, traffic to 3rd party publishers is up nearly 60% Peers – Connections, Fellow Group Members Members visit their homepage and read their news feed to see what their connections are sharing. Since their connections are usually people in the same industry or function, they typically share information that is extremely relevant and useful.
Anotherkey finding from the researchis that there is a huge difference between the content people expect on the different networks. Personal network users are looking for content and info that gives immediate gratification – info on friends, entertainment, updates on their personal interestsProfessional networks users want content that can help them build for the future – info related to their work and careers and updates from brands they are interested in. When we asked people what type of information they wanted to hear from brands/companies/products, the personal side was about hobbies, entertainment, concert updates, etc. The professional side was about how to improve yourself, how to be better in your career and in your industry, they want brands to talk to them in a relevant way to tap into this type of content.You can build relationships with professionals by sharing insights and listening.
An engaging “gamification” use of LinkedIn member profile and connection data where LinkedIn member compete for the strongest profile.The winner received a VW Passat.IMPORTANT TO PLAY THIS VIDEO!!Professionals ARE willing to engage with brand in this way—its contextually relevant activity.
ChallengesMercedes was facing stiff competition from the BMW 3 Series and the Audi A4 in the luxury car market, and needed to demonstrate its innovation while creating a community of “hand raisers.”Specifically, the company wanted to improve perceptions and raise awareness of its C-Class car.SolutionMercedes and LinkedIn decided to associate the brand with a professional activity – in this case, managing and improving members’ LinkedIn profiles via InTips ads.The Mercedes interactive content ad allowed LinkedIn members to request brochures and test drives, and encouraged them to follow the Company Page.The Mercedes Company page allowed followers to share their experiences with the car and recommend it to other social media connections.Why LinkedIn?Ability to target affluent professionals holding senior management positions.Ability to drive traffic to Company Page creates community, increases reach of recommendations.Multiple touch points for messages from Mercedes to the right people, at the right time.ResultsInTips ads created increased engagement with LinkedIn members – generating a clickthrough rate of 0.20%.Follow ads generated a clickthrough rate of 0.77%Recommendation ads outclassed standard display advertising: created 139,354 viral impressions with engagement rate of 0.27%.12,000+ company page followers in only 5 weeksMember Quotes from Company Page“Great car! I picked up my new C-Class 2 weeks ago and it’s the nicest exec car I’ve owned. Super drive and super comfy. Great technology in it too!” –IT director, Birmingham, UK“Mercedes just gets better in its field.” – Marketing manager, Nottingham, UK
Influencers on LinkedIn are much more engaged and likely to share your brand messages Influencers are defined as LinkedIn members who are media professionals, bloggers, poll creators, mobile users, etc.
Connect -- technically Connect: Professional Women's Network -- is a collaboration between Citi and LinkedIn to bring professional women the best curated and original content and resources on topics that matter most to professional women.Citi Women’s Professional Group Case Study- 54K members - ~328 members/day (Created 4/20/2012, active 139 days)Unaided brand awareness is 47% higher for Connect Group members when compared to non-group members — Non-Group: 30%; Connect Group: 44%.Fastest growing group in 2012Membership / # of days since created2.5x more engaged than avg# of discussions and comments / membership
Citi’s Connect group became so engaged that the members organized their own offline meetup in NYC which resulted in a group of 30 professional women from various ages and backgrounds. One member mentioned she works with all men in IT, and loves the LinkedIn group for the female camaraderie and perspective. Another member mentioned that she doesn’t have co-workers or other people that she trusts for career advice, but the group fills that void for them. “What probably impressed me the most was the strong bond forged among the women, although most had only connected online a few months or even weeks ago.” – LindaDescano, CFA (from Women & Co blog)Women and Co. meetup event in NY: http://blog.womenandco.com/2012/08/making-the-right-connections.html
Setting the Stage: Social Transformation, Personal vs. Professional LivesSocial Media Environments MatterSocial media environments are not made equally. In our personal lives, we may use social media to share photos and videos or play games with our family and friends. Meanwhile, 90% of professionals use social media to get access to thought leadership and information they couldn’t get elsewhere (Society for New Communications Research, 2010)Three quarters of professionals rely either lightly or heavily on professional networks to support business decisions (Society for New Community Research, 2010)These differences in social media environments drive 81% of LinkedIn members to have separate social networks for their personal and professional lives (Source: LinkedIn Audience 360 US Member Study, Aug 2011)
Don’t forget about...Segments: Influencer Segment, Custom Segments:http://bit.ly/NJPIRX *Coming Soon - YUM (young and upwardly mobile) & Degree TargetingPackages: Profile Decoder, Managed Groups, iPad Sponsorship, Sponsor Your Employees, Career Changers, Sign-out Page (beta), Member Get Member (Coming Soon)