3. Social Media Has Transformed Our Lives
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
1comScore Media Metrix, November 2011, US Internet users
2US Census, 2011 US & World Population Clock. Wikipedia
3Cone, 2008
MARKETING SOLUTIONS 3
4. Brand Relationships Have Evolved
From Brand-Controlled Communication To Being Everywhere to Everyone
MARKETING SOLUTIONS 4
5. Marketers Must Participate to Succeed
Attract
Create
Audience
Experiences
Amplify thru Engage in
Network Conversation
MARKETING SOLUTIONS 5
6. While Gathering Insights, Measuring Impact and
Maintaining Trust
2x
more confident in the information found on
LinkedIn than other social platforms
LinkedIn Audience 360 Survey, US, August 2011
MARKETING SOLUTIONS 6
7. Social Media Environments Matter
90%
of professionals use social media to get access to thought
leadership and information they couldn’t get elsewhere1
3 out of 4
professionals rely either lightly or heavily on professional
networks to support business decisions1
81%
of LinkedIn members prefer to have separate social
networks for their personal and professional lives2
1Society for New Communications Research, US 2010
2LinkedIn Audience 360 Survey, US, August 2011 MARKETING SOLUTIONS 7
8. 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
MARKETING SOLUTIONS 8
10. The globally connected
professional network
175,000,000+ registered members 1
Canada
5M+ Europe
34M+
USA
India
70M+ Middle East Southeast Asia
16M+
& Africa 4M+
10M+
Brazil
Australia
9M+
3M+
press.linkedin.com/about MARKETING SOLUTIONS
11. The world’s largest professional network
International now comprises over 50% of total membership
175M+ 100M
Avg Monthly Users in Q1’12
85% y/y growth
145
8B+
90 Page Views in Q1’12
80% y/y growth
1B+
55
32
Searches in Q1’12
17 95% y/y growth
MARKETING SOLUTIONS
12. The professional profile of record
Connect
Experience /
Education
Professional
Details
Recommendations
Summary:
Career and
Professional
Highlights
Groups /
Associations
MARKETING SOLUTIONS 12
14. LinkedIn: The Only Global Social Platform Delivering
Marketing Solutions in a Business Context
Quality Audience Business Context Marketing Impact
Reach the most influential, affluent Promote trust and Deliver compelling insights and
and educated audiences at scale message receptivity results with social media solutions
1.6x 2x
more confident in
+86%
increase in Aided Brand
more C-suite reached on a Aware-ness among non
information found on
daily basis than competitor customers
LinkedIn than other social
business sites (801,000)1 (Consumer Durables brand)
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
MARKETING SOLUTIONS 14
15. Reach Influential, Affluent Professionals
Quality Audience Business Context Marketing Impact
Business Decision Makers1
Comp
LinkedIn 23.9% Target By
NY Times 23.1% Profession
Facebook 15.7% Seniority
Education
Industry
HHI $100K+2 Company Size
Geography
Comp
Group Membership
LinkedIn 32.5%
NY Times 29.9%
Facebook 19.6%
1 The Nielsen Company @Plan, US Adults age 18+, Rel 4 2011
2 comScore US Media Metrix, November 2011.
MARKETING SOLUTIONS 15
16. 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
MARKETING SOLUTIONS 16
17. 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 17
19. Tools to Inform and Optimize
Enhanced Reporting Valuable Audience Research
By Geography Access to
By Seniority hard-to-reach
By Industry audiences
By Company Accurate data
Completion rates 5-
1000x better than
industry average
MARKETING SOLUTIONS 19
20. Power and Accuracy of Professional Profile Data
Who Visits Your Page? Who Saw Your Campaign?
Who Clicked On Your Ads? Who Viewed Your Ads?
MARKETING SOLUTIONS 20
21. Extended Impact through Research
Is your message reaching Targeting Optimization
Validate that your message is
people the right people? reaching your key consumer
Competitive Insights
What do consumers think about Purchase consideration and
your brand versus competitors? competitive landscape of your brand
What impact did your campaign Campaign Performance
Ad recall and lift in brand awareness
have on your target audience?
and message consideration
MARKETING SOLUTIONS 21
22. The Power of Research Results
How Efficiently Did You Target Your Ads? How Much of Your Audience Did You Reach?
59%
Members Targeted by Campaign 52%
38%
31%
Will you fly for business in the next 12 months? 17%
No = 23% Yes = 77%
A B C D E
Key Consumers for a Travel Company Usage of Logistics Providers
How Likely Are Customers to Purchase? How Well Do They Recall Your Ads?
Unlikely Neutral Likely
Control (page-view matched)
14%
Exposed to campaign
Current Customers 14% 26% 59%
8%
7%
5%
Non-Customers 32% 43% 25%
Likelihood of Purchasing from an Equipment Low High
Manufacturer
Exposure to Financial Services Campaign
MARKETING SOLUTIONS 22
24. What are the top 5 reasons people use social networks?
Personal Networks Professional Networks
Socialize 1 Maintain professional identity
Stay in touch 2 Make useful contacts
Be entertained 3 Search for opportunities
Kill time 4 Stay in touch
Share content 5 Keep up to date for career
“Spend Time” “Invest Time”
Source: Q10a– Information to receive 24
MARKETING SOLUTIONS
Base: Professional SN users (5204) Personal SN users (8692)
25. What are the top 3 content types people expect?
Personal Networks Professional Networks
Info on friends 1 Career info
Info on personal interests 2 Updates on brands
Entertainment updates 3 Current affairs
“Spend Time” “Invest Time”
dd
26% higher than
personal
Source: Q10a– Information to receive
25
Base: Professional SN users (5204) Personal SN users (8692) MARKETING SOLUTIONS
26. Top 5 tips to
optimize your marketing with the right mindset
Recognize the separation between personal &
professional networks. 1
Frame how your brand helps users gain
knowledge and success on professional networks. 2
Engage information-hungry influencers
with exclusive information. 3
Align your brand with emotion by matching
your message to the user mindset. 4
Build meaningful relationships by
participating, sharing and listening. 5
26
MARKETING SOLUTIONS
27. Social is not about reach. It’s about relevance!
The ability to
Company Update
segment audiences Targeting Dimensions
increases relevance
and performance. Language ✓
Geography ✓ ✓ ✓
More Industry ✓
importantly, the
ability to segment
Company Size ✓
audiences makes Function ✓
content distribution Seniority ✓
more impactful
which has the ability Non-company employees ✓
to exponentially Requires company to classify ✓
change your social
media programs.
27 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 28
29. 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.
MARKETING SOLUTIONS
Notas del editor
Setting the Stage: Social TransformationSocial media has transformed our lives95% of the US online population used social media in the past month. Collectively, we spend nearly 80 million minutes on social media monthly, equivalent to 150 years.93 percent of social media users believe a company should have a presence in social media, while an overwhelming 85 percent believe a company should not only be present but also interact with its consumers via social media. In fact, 56 percent of users feel both a stronger connection with and better served by companies when they can interact with them in a social media environment. (Source: Cone, 2008.)Other Statistics:93 percent of social media users believe a company should have a presence in social media, while an overwhelming 85 percent believe a company should not only be present but also interact with its consumers via social media. In fact, 56 percent of users feel both a stronger connection with and better served by companies when they can interact with them in a social media environment. (Source: Cone, 2008.)95% of the US online population used social media in the past month. 1 in 3 members of the total (online or offline) US population use social media in an average day.Collectively, we spend nearly 80 million minutes on social media monthly, equivalent to 150 years.We turn 143 billion+ social media pages monthly, equivalent to 72MM copies of Webster’s unabridged dictionary.
Setting the Stage: Social Transformation, Linear > Non-linear/Decentralized MarketingBrand relationships have evolvedSocial media has changed our relationship with brands In the traditional marketing funnel, brands held significant power. They cast a wide net and used paid media to move customers down the funnel in a linear fashion.Now, brand presence has become decentralized. Brands must engage with customers in two-way communication to influence purchases. While the traditional marketing funnel goes from many to few, in the social world, messages spread from few to many. “The impact of social media is far-reaching…It has changed how we work. It is changing how we make markets. It has, critically, re-leveled the playing field.”
Setting the Stage: Social Transformation, Marketer InvolvementMarketers Must Participate to SucceedIn today’s social world, customers organically interact with brands and brands must participate to succeed. At every step of the customer journey, brands must be present to effectively influence purchase decisions. How can they do this?[According to David Jones, “You can no longer buy attention, you have to earn it.” Or according to Gary Vaynerchuk, “The world of business is coming full circle. The rise of the Internet and the empowerment of the consumer has created a fundamental shift in how businesses are expected to behave.”]You can start by creating experiences through owned media, where you can bring value to your consumers through information and insights.Then you need to attract your audience with paid media. By delivering relevant, targeted messages, you start the conversation and build your customer base. After creating and attracting, you need to develop these relationships by engaging in meaningful and authentic conversations with your audience. Leveraging both owned and paid media, you can establish yourselves as experts bringing knowledge to your customers. As your customers engage, their interactions are amplified across their network of connections. This word-of-mouth, viral distribution of your brand via earned media increases the effectiveness and reach of your message. This ecosystem is powerful and research has shown 30% greater ad effectiveness with combination of Paid, Owned and Earned Media than doing any one on its own.
Setting the Stage: Social Transformation, Insights, Measurement and TrustWhile Gathering Insights, Measuring Impact and Maintaining TrustParticipation is only one piece. In this complex social world, you must also:Gather insights from audience feedback to inform future plans.Measure response and impact of your marketing to optimize your efforts. And all the while, you must be trustworthy. Trust is the currency of this new social world.LinkedIn is the trusted platform with which to align your message. According to our research, members are 2x more confident in the information found on LinkedIn than any other social site. In fact, our customers have said, “With LinkedIn there’s a great deal of trust – it’s a place where people share ideas openly.”
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)
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.
Let's start with identity, which is really the cornerstone of our ecosystem. And that begins with this objective to be the professional profile of record. And I think historically that was somewhat [aspirational] and this is now a reality. When people want to represent themselves to the rest of the world in terms of their experiences, their skills and their ambitions, they turn to the LinkedIn profile. And there is a very positive, virtuous dynamic that takes place as a result.
LI Positioning & Value Prop: High-Level (Alternate version)LinkedIn is the only global social platform delivering marketing solutions in a business context. We have a Quality Audience: Reach the most influential, affluent and educated audiences at scale. “LinkedIn has proven time and time again that there is no better place to effectively reach business owners and executives.” Business is the context of LinkedIn. Professionals trust LinkedIn for the professional information and insights, providing marketers with high message receptivity. “Combining our thought-leadership with LinkedIn’s trusted environment and professional context… has helped establish Philips as a partner amongst our key target audiences.” You can make a marketing impact: Our social media solutions deliver compelling insights and results. “Using the ad and targeting tools that LinkedIn provided, we were able to reach the exact people we wanted to engage.” LinkedIn has the ability to precisely target audiences in a business context, while delivering high impact solutions for marketers and agencies. Let’s dive deeper:
LI Positioning & Value Prop: High-Level, QualityReach Influential, Affluent Professionals – Option 2: QualityWe have a higher composition of business decision makers, high-income earners, and college or post-college graduates than leading business and social websites. And you can target these quality professionals by not only their seniority and education but also by their industry, company size, geography and even which LinkedIn groups they belong to
LI Positioning & Value Prop: High-LevelAlign Message with Business OpportunityOur audience is sophisticated because they come to LinkedIn in the business mindset: 3 out of 4 members use LinkedIn for everything business – from keeping up on trends to reading business news to researching companiesAnd 64% agree that LinkedIn helps develop relationships and grow new business. Our members use our site this way because they trust us.Members are 2x more confident in the information found on LinkedIn than any other social site including Twitter and Facebook.
LI Positioning & Value Prop: High-LevelStat Sources: • Energy Customer: Chevron• Technology Customer: HP• Financial Services Customer: Chase INK• Professional Organization: VistageExtend Marketing Impact We have a quality audience, a business context, but also the tools to make a significant marketing impact.We are in essence, a network. The inherent network effect of marketing with us extends your message to create earned media opportunities that extend the reach of your marketing. Our product portfolio engages on all levels of a customer experience in today’s social world, so you can effectively influence purchase decisionsFinally, our profiles – this rich data powers rich reporting to optimize campaigns and generate insights to inform your marketing This combination of audience, business context and marketing impact is unmatched anywhere else.
Insights OverviewTools to Inform and Optimize Since the birth of digital advertising, marketers have strived to conquer campaign measurement and maximize the value of their dollar. LinkedIn’s powerful data arms marketers with powerful information to inform and optimize their campaigns in ways unmatched by other social platforms and business publications.With 120+ million member profiles, we are able to provide richer data than simply impressions and clicks. You will know who your advertising is reaching – by seniority, company and industry.Our quality targeting extends to our research capabilities. We give you access to hard-to-reach audiences to conduct studies about your advertising effectiveness or targeting optimization. With completion rates 5-1000x better than industry average, you gain insights that add value to each marketing dollar.
Insights: Merlin DataUse this on its own or use subsequent four slides together to tell the same storyPower and Accuracy of Professional Profile DataOur member profile information powers data-rich reporting that provides insight into the professional audience interacting with your messages. You can see: Who visits your company page? What industries they’re from, what seniority they are, where in the world they are from. Who saw your campaign? Including what size company and what seniority they are.Who clicked on your ads? You can see what companies receive most of your impressions and generate most of your clicks.Who viewed your ads? You can see what industries are viewing your message.This is data you cannot find anywhere else. And with this data, you generate insights to optimize your campaign to perform at its best.
Insights: LRN Research, CapabilitiesExtended Impact through ResearchAnswer key marketing questions with our research capabilities such as: Is your message is reaching the right people? Targeting Optimization ResearchWhat do consumers think about you versus competitors? Competitive Insight StudiesWhat impact did your campaign have on your target? Campaign Performance Data
Insights: LRN Research, Example ResultsThe Power of Research ResultsHere are some examples of the results you can see through this research. You can learn:How efficiently you targeted your adsHow much of your audience did you reachHow likely are your customers to purchaseHow well do they recall your ad
We asked people why they use social networks, and we found that the top drivers for usage are quite different. Personal networks are where people go to socialize, be entertained and even kill time, while on professional networks people are looking to get ahead by maintaining their professional reputation, making useful contacts, and looking for opportunities. In other words, people on personal networks are spending time in a very casual mindset while on professional networks people are investing time in a very purposeful, aspirational mindset. This is a great story for us because it positions professional networks as a place where users can connect with brands that align with their drive for achievement and success. Marketers can use this insight deliver more relevant content and build deeper relationships with their audience.
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.Clients can build relationships with professionals by sharing insights and listening.
Recognize the separation between personal and professional networks and the opportunities they present for your brand. If you are only advertising on one type of network, there is a whole side of your customers’ lives that you are not reaching. Marketers can reach a new network of connections on professional networks in a trusted context. Frame how your brand helps users gain knowledge and success on professional networks.Help users accomplish their goals and show how your brand can become a part of their success.Enable professionals to help each other and create opportunities for your brand to participate. Engage information-hungry influencers with exclusive information.Take advantage of the mindset on professional networks that users want to be first in the know and share with others. You can foster knowledge sharing and build your base of advocates to amplify your messages across networks – all in a highly targeted way.Treat advocates like an extension of your company by giving them the deepest level of education and information about your brand and even your industry. For example, utilize your internal brand education initiatives on the professional networks. Align your brand with emotion by matching your message to the user mindset – casual updates versus rich professional content. Understanding mindset is key to relevance. On personal networks, help users “spend time” by providing light, entertaining, playful content. On professional networks, help users “invest time” with deeper, more thoughtful information and insights. Create emotional appeals around achievement and success to connect with your audience in a deep and powerful way. As a result, your advertising messages will be considered more relevant, impactful, and timely. Understand the type of brand content users expect to see – coupons and discounts on personal; brand news and insights on professional. Build meaningful relationships by participating, sharing and listening.Social is a 1:1 dialogue, and just like in the real world, there is a time and place for every conversation. Treatyour brand like a person and engage in conversation and behavior that matches the appropriate mindset. By enabling professionals to share their thoughts / feelings and to help each other, and having your brand participating in the discussion, you become a meaningful contributor. By listening to the audience, you can see what the common needs/discussions are, creating an opportunity to improve your brand/product.
Improved brand presence – large, more prominent brand imageEnhanced discoverability – elevated company status update stream, P&S module on right railConversations across devices – company pages are now available on iPhone, Android, iPad appMore to come….Group discussion – co pg redesign, co pgs on mobileFAQ posted today – early release details, and details of new designMonday training/Sales materials to support the GA release, likely first week in Oct (coincide with AdWeek)Weave into he overall follower core story
