1. A New Paradigm in Engaging with Decision Makers
November 9th , 2012

2. Agenda
 LinkedIn Snapshot
 Targeting on LinkedIn
 Follower ecosystem
 Advertising Solutions & Tactics
 Content Extensions

3. Our Mission
Connect the world’s professionals to make
them more productive and successful

4. The world’s largest professional network
187MM
Q3 2012
2 new members join every second
*
150
90
55
32
17
8
2 4
2004 2005 2006 2007 2008 2009 2010 2011
LinkedIn Members (Millions)
4

5. The globally connected professional network
187,000,000+ UK
Sweden
1M+
10M+ NL
registered members (as of November, 2012)
3M+
DACH
2M+
France
4M+
Italy
Canada
Spain 3M+
6M+ Europe
3M+
USA 39M+
66M+ MENA India
5M+ 17M+
SE Asia
Brazil 4M+
10M+ Australia
3M+

6. The Mindset Divide
Spend Time Invest Time
Emotions
Nostalgia Achievement
Old Memories Aspiration
Distraction Ambition
Purpose
Socialize Contacts
Kill Time Information
Fun Professional Identity
Brand Role
Entertain Make Decisions
Personal Interests Improve Myself
Express Personality Recommendations
“The
Mindset Divide
TNS / LinkedIn Study, September, 2012
6

7. Context Matters
“Different social media sites
make more sense for different
industries”
Follow for Follow for news
incentives, rewards or insights
discounts & information
7

8. Members deeply value our brand as a
professional, trusted and remarkably different social
environment
8

9. Members First
9

10. The value we bring to our members
Identity Insights Everywhere
Connect, find Be great at We work where our
and be found what you do members work
10

11. The Power of Targeting with LinkedIn – Key to what we do
Job function
Industry
Seniority
Occupation
Company size
Education / Degree
Geographic location
Company or business
Age
Group Participation

12. Follower ecosystem
12

13. Your company page is your
central hub on LinkedIn
 Corporate digital identity beyond
Brand.com
 Opportunity to showcase
products & services in an
environment where decision
makers already are
 Convey your vision, purpose &
corporate value
 Give members a reason to follow
you by connecting them with
valuable resources
(whitepapers, video, customer
testimonials, etc)

14. Who are CVS Caremark’s current followers?
Followers by Industry Followers by Company
As of 10/1/12:
Total Followers
36,619
By non-company
Followers by Seniority Followers by Job Title
employees
40% or 14,414
LinkedIn Follower Report – October 2012

15. Enhanced company page example - Humana
15

16. Follow Company Ads are your most effective way to
increase followers from your target audience
Sarah Smith
Pharmacist
Sarah, Follow
CVS Caremark
Keep up with interesting, relevant
updates about this company
16

17. Engage your followers with relevant messages
You can send updates to specific groups of followers
17

18. Your messages become trusted content on Sarah’s home page
Sarah Smith
Pharmacist
18

19. And your message is amplified when Sarah endorses it
Marc Bassett
Staff Pharmacist
19

20. 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
20

21. Using LinkedIn Solutions to Reach
Marketing Objectives
21

22. LinkedIn Display Advertising Easy to place. Hard to miss.
 Prominent placement
 Little competition
 IAB standard units
 Clean, clutter-free
environment
22

23. Content Modules  Customized multi-tab, in-banner opportunity
offering advertisers a turnkey solution to
distribute their content on LinkedIn.
 Share news, videos, tweets, blogs, case
studies, whitepapers, etc.
 Distribute this content to build brand loyalty
and establish thought leadership
 Keeps the member engaged with your
brand
 Easy execution via RSS feeds
 LinkedIn reports on impressions, clicks, tab
clicks, hovers, scrolls & Twitter follows (if
applicable)
Higher interaction rates
Typical banner CTR on LinkedIn:
0.05%-0.07%
Content module on LinkedIn:
10-30% interaction rate
Frequency cap: 7x per week

24. inMail Partner Messages
 Determine the specific target audience
you want to engage with on LinkedIn.
 Send a customize dedicated email
directly to member’s LinkedIn
inboxes.
 Notification stays on member’s
homepage until an action is taken
 Messages only sent to active LinkedIn
members.
 Members receive one message per 60
days – offers advertisers 100% SOV with
target audience.
 Members can opt-out of receiving
promotional messages if they choose.
Strong Engagement
 Ability to distribute multiple forms of
creative & rich media is accepted
 Open rates range from 20-25%
 Average CTR 10%+

25. LinkedIn Sponsored Polls -- Ask, Listen, Learn
Drive conversations relevant to your brand
Provide professionals with an
easy, compelling way to share their opinions
Engage business people and encourage
brand-relevant conversation
Dynamically-served ad unit on results page
aligns message with member responses
Target specific audiences at scale
Note: Comment function can be turned off 25

26. LinkedIn Groups – Members only & Open Groups
Collaborative communities for engaging your target audience
Implement unique content modules to
provide superior member experience
Launch robust promotional media to
drive membership
Sustain long-term relationships and
regular interactions with customers
Generate viral growth when members
share group content with their
connections
Review posts before they go live
Group Statistics
Over 600,000 Groups currently on LinkedIn
1,500 new Groups created daily
3MM members join Groups every month
26

27. Case Study: Philips: Creating Global Communities
Objectives
 Position Philips as the thought-leader
in the healthcare industry
 Build credibility & drive awareness
among key audiences
Products
 Custom Groups
 Partner Messages
 Display Ads
 Sponsored Polls
Results
 Established largest LinkedIn group
dedicated to healthcare innovation
with over 60K members and
5,000+ discussions
60% of group members are
manager level and above

28. Case Study: athenahealth: Establishing Thought Leadership
Objectives
 Find and influence healthcare
executives online
 Broaden access to thought
leadership content
Product
 Content Ads
Results
 Use targeting to reach
executives, increase visibility for
thought leadership and improve
lead generation
61% Increase in click-to-conversion rate

29. Case Study: (Managed Group)
Connect: Professional Women’s Network - Powered by Citi
Citi: Professional Women
Total Group Members
25k+
20k
15k
5k
April May June July
Over 15% of members are
commenting fueling an
increase in membership
Close to half of members
are returning on a weekly
basis
55K+ active members

30. Addendum:
Content Drives Engagement
30

31. Content
Jobs
Jobs

34. Create long form content from the share box

35. Everywhere
35

36. Everywhere
Working everywhere our members work
>25% LinkedIn Member Visits
Need current footnote/date

38. 12am
1am
2am
3am
4am
5am
6am
7am
8am
9am
10am
11am
12pm
1pm
2pm
3pm
5pm
6pm
7pm
From coffee to couch and everything in between
9pm
10pm
iPad
11pm
Desktop
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39. Thank You
Stephanie Katzman
Account Executive – Marketing Solutions
skatzman@linkedin.com