The New World of Work
How social technologies are changing business.
Steve Patrizi
Vice President, Marketing Solutions
LinkedIn Corporation

“Opportunity doesn’t knock.
It chirps, buzzes, pings, and vibrates.”

Poll:
Are you a member of LinkedIn?

60 million
professionals

Years to reach 50 million users
Radio = 38 years
TV = 13 years
LinkedIn = 6 years

2003:
1 million = 477 days
2010:
1 million = 10 days

Over 200 countries
Over 170 industries
Execs from every F500

Younger, Affluent Decision Makers
% College
AvgAge AvgHHI % BDM’s
Post Grad
LinkedIn 44 $105,731 76% 40%
WSJ 50 $99,994 70% 33%
Forbes 49 $96,801 65% 34%
BusinessWeek 49 $95,306 65% 35%
Nielsen @plan Fall 2009

LinkedIn’s Mission:
To connect the world’s professionals to
make them more productive and
successful.

The World Is Flat…
“It has become possible
for more people to
collaborate and compete
in real time, with more
people on more different
kinds of work from more
different corners of the
planet, on a more equal
footing, than any
previous time in the
history of the world.”
…and faster…and more challenging…

The New World of Work
 Every individual is now a business
 Decision making is distributed and faster
 Companies are becoming more open

Every individual
is now a business.

Job tenure is on the decline
Global competition is increasing
Greater movement between
professions and industries
Greater access to information
People loyal to their skills, not their
employer
Work used to be a place you would
go – now it’s something you do
Today’s students will have 10-14
jobs before they turn 38

Every individual is a business
Your name & your reputation = your brand
Your salary = your revenue
Your skills & experience = your advantage
Your online profile = your business listing
Your network = your R&D, sales & marketing
departments

Why should you care?
 Today’s decision maker is thinking as much
about their “own business” as they are
about their employer’s.
 How does your product or service help
people achieve individual success as well as
success for their business?

Decision making is distributed and
happening faster.

Decision making: down & out
“I can be fast, “I can take my
but I may make time, but I may
a mistake.” miss out.”
“My network can help me make informed
decisions quickly and confidently.”

Active networkers report greater decision-
making support
Source: Society for New Communications Research

Traditional decision-making supplemented by
social media
Source: Society for New Communications Research

Professionals primarily looking to three
platforms:
Source: Society for New Communications Research

Companies are
becoming more open.

Companies are more open
Boston/Route 128:
 Longer tenures
 No cross-pollination
 Innovation happened within the company
Silicon Valley
 Frequent movement between companies
 Strong connections between companies
 Innovation moved from company to company
Businesses evolving to SV model
 Individuals tapping worldwide knowledge bases
 Flash teams
 Social technology accelerating this trend

Poll:
How many people work at your company?

Companies need to be more open
Companies with <50 employees?

Companies need to be more open
Companies with <50 employees?
of your company than inside.

Companies need to be more open
Companies with <50 employees?
FACT: There are more smart, informed experts outside
of your company than inside.
Companies with >5,000 employees?

Companies need to be more open
Companies with <50 employees?
FACT: There are more smart, informed experts outside
of your company than inside.
Companies with >5,000 employees?
FACT: There are more smart, informed experts outside
of your company than inside.

All employees are accessible
Your
Employees

All employees are accessible
Colleagues
Your
Employees

All employees are accessible
Partners
Colleagues
Your
Employees

All employees are accessible
Partners Customers
Colleagues
Your
Employees

All employees are accessible
Partners Customers
Colleagues Recruiters
Your
Employees

Got Social Media Guidelines?
From IBM’s Social Computing Guidelines
(http://www.ibm.com/blogs/zz/en/guidelines.html )
Be thoughtful about how you present yourself in online social networks. The lines
between public and private, personal and professional are blurred in online social
networks. By virtue of identifying yourself as an IBMer within a social network, you are
now connected to your colleagues, managers and even IBM's clients. You should
ensure that content associated with you is consistent with your work at IBM. If you
have joined IBM recently, be sure to update your social profiles to reflect IBM's
guidelines.

How can your company be successful
in the New World of Work?

Friends of Linkedin
500 members
150+ discussions
Invaluable feedback &
insights

“Before I began
researching on Google, I
joined a group to learn
more about renewable
energy and posted a
discussion asking for
proposals…within
minutes I was talking on
the phone with market
experts in China.”
Austin Arensberg
Business Development, Prime Energy Investments

“As National
Chairman of the
BMA, I belong to the
18 BMA chapter
groups, where I
comment and lead
discussions. It’s a
great way to stay in
touch with our 2,500
members.”
Gary Slack
Chairman & CEO, Slack Barshinger

Build a community with Groups
Easy to set up
Tools to manage discussions
Leverage viral activity
Weekly announcements

Over 500,000 Groups
Over 1,000 Formed
Every Day

“When building the
technical backbone
of the site, I looked to
the Linkedin
community for
advice. I also
discovered people
influencing the music
niche.”
Dan Gellert
Jitterbug.tv co-founder

Find your target audience…
Target advertising using
publicly shared profile data
Audiences targeted by:
- Profession
- Seniority
- Industry
- Company Size
- Geography

…and measure engagement
 Who saw your ads?
 Who was most
responsive?
 What other audiences
should you address?

Banners: Alive and well
Join the conversation in Answers
FICO used banner
advertising and InMail to
promote FICO World.
10-20% of all people who
signed up came from the
Linkedin campaign.
Laurent Pacalin
SVP & CMO, FICO

“I asked my network
what piece of
business advice
they’d write on the
back of a business
card. I compiled the
250 responses I
received into a book
which is now
published.”
Roger Smith
CTO, US Army Simulation, Training & Instrumentation

Join the conversation in Answers
Over 1,000 questions posted
weekly
Over 3,000 answers submitted
weekly
Over 70 categories available for
sponsorship

“Viewing a contact’s
profile in advance of
a meeting has
shortened our sales
cycle. We’ve also
found ourselves on
the speaking circuit
as a result of
commenting on a
Poll.”
Kathy Steele
Vice President, Desert Rose Design

Poll:
What’s most important to you when traveling
for business?

Engage customers with Polls
Easy and valuable for
users
Provides useful
customer insights
Ads can be targeted
based on response

Engage customers with Polls
Easy and valuable for
users
Provides useful
customer insights
Ads can be targeted
based on response

Showcase your work with Apps
“Decks I’ve posted using
the Slideshare app have
been downloaded 300
times by clients…I’ve
made valuable contact
with people who read
that I’m visiting their
market thru the TripIt
app.”

Showcase your work with Apps
SlideShare
Amazon Reading List
WordPress
Box.net File Sharing
Events
MyTravel By TripIt

Add value with app sponsorships

Put a face on your brand

Put a face on your brand

Put a face on your brand
Authenticity:
1. Who recommends this person?
2. How am I connected to them?

Delivering Results
“This campaign not only drove hundreds of direct
registrations into the BizSpark program, which was
the core goal, but also added to an increased positive
brand and company perception. Because of the
interconnectedness of the platform, I was able to
personally reach out to perfectly-targeted individuals
who I would not have known. I will definitely work
with the LinkedIn team again.”

Generate leads with whitepapers

Generate leads with whitepapers

Highly qualified, accurate data

What should you do tomorrow?
• Join the community
 Encourage your employees to set up profiles
 Establish Groups to engage your customers
 Include your employees in your marketing efforts
 Find and Learn about your customers
 Use targeting technologies to invite people into your Group
 Use Polls to discover insights and trends
 Listen to the discussions in other Groups and Answers
 Engage your customers with relevant content
 Develop messaging that reflects your audience’s interests
 Deliver value-add content – whitepapers, blog feeds, etc.
 Encourage participation in your Group through marketing

LinkedIn
The World’s Largest Community of Professionals
 Over 60 million affluent & influential
professionals
 Professionals use Linkedin to:
 Manage their professional brand
 Share information and insights
 Find answers to business problems
 Discover new business opportunities
 Marketers can engage with this audience by:
 Establishing Groups to build a loyal community
 Targeting display messages based on profile data
 Sponsoring Answers, Applications and Polls
 Delivering whitepapers and 1:1 messages
 More at http://advertising.linkedin.com

Thank you
Steve Patrizi
spatrizi @ linkedin.com
www.linkedin.com / in / stevepatrizi
@ spatrizi