4. LinkedIn: The Only Global Social Platform Delivering
Marketing Solutions in a Business Context
Quality Audience Business Context Marketing Impact
Reach the most Promote trust and Deliver compelling insights
influential, affluent and message receptivity and results with social
educated audiences at media solutions
scale
5. 160+ million potential customers today making
LinkedIn the 25th largest site in the U.S. with
over 37 million unique users
Sources: internal data and comScore Jan. ‘12, US
6. The globally connected
professional network
160,000,000+ UK
NL
9M+
3M+
DACH
2M+
France
4M+
Italy
Canada
Spain 3M+
6M+ Europe
3M+
USA 26M+
65M+ India
16M+
Brazil
Australia
9M+
3M+
7. Professionals are more engaged and active on LinkedIn
Average Minutes Per Month Per US Visitor
15.7
11.4
4.7
2.3
LinkedIn.com WSJ.com Forbes.com BusinessWeek .com
Sources: comScore US Key Measures Report, October 2011.
8. Align Message with Business Opportunity
Quality Audience Business Context Marketing Impact
3 out of 4
Members use LinkedIn for everything business, from
keeping up on trends to reading business news
64%
agree that LinkedIn helps develop relationships
and grow new business
Members are 2x more confident in the
information found on LinkedIn than any other
social site
LinkedIn Audience 360 Survey, US, August 2011
9. Extend Marketing Impact
Quality Audience Business Context Marketing Impact
Network effect Product portfolio Authentic data
extends marketing engages on all levels powers reporting
2,000 38% 89%
product recommendations in two lift in likelihood to apply for a more leads generated on LinkedIn
weeks generating 500,000 viral credit card in the next 12 months than on a leading ad network at a
updates about products & services third the cost per lead
Technology Customer Financial Services Customer Professional Organization Customer
Marketing Solutions 9
10. The value we bring to our members
Identity Insights Everywhere
Connect, find Be great at We work where
and be found what you do our members
work
Marketing Solutions 10
12. Desktop Virtualization Brands Currently
Used in DMs’ Organizations
Q: Which of the following companies does your company currently use for desktop virtualization?
[select all that apply]
Co Size: Co Size: Co Size:
Brand
11-200 201-1,000 1,000+
VMware 54% 58% 57%
Microsoft 37% 35% 49%
Citrix Systems 19% 30% 39%
Quest Software 0% 2% 8%
Oracle (write-in) 5% 0% 4%
Novell 1% 2% 2%
Marketing Solutions 12
13. % of Decision Makers who Plan to Purchase
Desktop Virtualization Within Next 9mos
Q: Over the next 9 months, is your company likely to make new or additional purchases in any of the
following IT categories [Desktop Virtualization]?
IT Manger or
Company Size IT VP or CXO
Director
11-200 37% 54%
201-1,000 53% 53%
1,000 + 66% 64%
% who selected: Yes, likely to make new or additional purchases in this IT category
Marketing Solutions 13
15. Data Media
Targeting
Target By
Profession
Seniority
Education
Industry
Company Size
Geography
LinkedIn Ads Display InMail Polls/Content Ads Social Ads
Group Membership
Analytics
Social
Research
Company Pages Groups
Integration
Insights
Plugins APIs
15
16. Targeting is key to everything we do
Function, Seniority, Location, Industry,
Company Size
Group affiliations
Education
20. Social Messaging
Company Follow and Recommendation Ads
Gain more followers to your LinkedIn
Company Page
Drive recommendations to promoted
products/services
Actions become viral within network
update stream
21. No limit to the value you can create
Value of a Follower
Unlimited ability to
message over time
Value
$
Cost
# of marketing messages sent over time
21
24. High Impact Display Media
Easy to place. Hard to miss.
Prominent placements
above the fold
One ad on the page
Rich media enabled
Not a part of any ad
networks
300x250, 160x600, 728
x90 and textlinks
25. Content Ads
Leverage Innovative Content & Messaging to showcase thought leadership
Leverage innovative units to distribute
content to desired target audience
Connect activity across all social
platforms (YouTube, Twitter, blogs, etc.)
26. Sponsored Polls
Drive and sponsor conversation
Drive member conversation
Enjoy flexibility with questions
Display dynamic ads on results page
Ability to share virally
27. Partner Message
Your message delivered to your specific prospects
Extensive targeting capabilities
Ability to share virally
Members only receive (at most) one
Partner Message per 60 days
I wanted to walk you through our core value propositions and there are three. The first is professional identity. And ultimately we want to be in a position where we're going to be able to connect and enable our membership to find and be found. Whenever you need to search for a professional, someone you're about to meet with, someone you want to convert from a cold call to a warm prospect. Someone whose knowledge you'd like to be able to tap. We want you to be able to leverage LinkedIn to make that possible and that starts with the LinkedIn profile. By virtue of reaching critical mass with these profiles, we're able to do some extremely innovative and disruptive things. So, for example, we ultimately want to eliminate the resume. You should never have to use a paper resume again to apply with a job. You should be able to click a button and apply with LinkedIn. We want to eliminate the business card. We want to eliminate the rolodex. You should never have to manually update your connections information again when they change geography or change company, because when they refresh their profile, it should propagate throughout the system. So ultimately we want to be the professional address book in the Cloud. We're also the definitive professional search engine. We're on an annualized run rate to do over four billion search queries this year, all within a professional context. So that's what we have in mind when we talk about the importance of professional identity. I'm going to drill down a little deeper into all three of these areas in just a moment. The second is that we ultimately want to be able to deliver professional insights, business intelligence that you can't find anywhere else that enable people to be great at the jobs that they're already in. To make better, faster decisions. And we do that by extracting as much relevancy as possible, based on the information, the knowledge, the data that is being propagated and flowing through our network day in and day out. We want to create as strong a signal as we can to cut through that information overload. And lastly is this notion of everywhere. We want to work wherever our members work. And that means no longer expecting people to be tethered to their desktops. We're making major investments in mobile and we're increasingly pushing our assets and our APIs to third-party developers, publishers and our marketing partners. And we're going to be talking a little bit about that later today. So those are the three cornerstones of our platform and our value proposition. All together this value prop has led to some very healthy results in terms of our ability to reach critical mass on a global basis.
Driving real impact against these four buckets of value stems from building and sustaining relationships over time with prospects and existing customers of your company. In fact, the value increases over time. And there’s no cap to the amount of value you can create. Acquiring followers is like owning a home instead of renting. Let’s look at the model reflected on this slide. What we have is an initial cost that is amortized over each subsequent touch point with a high-quality audience that has opted-into a direct relationship with you. (X axis = time; Y axis = cost)If you were to try to accomplish this with traditional display, what would it cost? How much would you have to spend to acquire an audience of high-quality professionals that has opted-into a direct relationship? How much would you have to spend to target that same audience with different messages based on their respective industry, job function, seniority, company size, location, or even gender on a weekly basis over a year? Would that even be possible? Key Takeaway: There’s no limit to the value you can create over time with Followers.
