Canadian Automotive Tour

Core Narrative

February 21st & February 22nd, 2013

Canadian Automotive Tour: Core Narrative

Agenda

LinkedIn Company Overview

Audience

Marketing Solutions

Content Marketing

Auto Research

Case Studies

Q&A

2

Company Overview

Canadian Automotive Tour Core Narrative

3

Connect the world’s to

make them more productive and

successful

Our Mission professionals

200M+ professionals and rising

*Internal metrics reflect LinkedIn site only, not including SlideShare 5

37.3 42 48

55.1 64

72 81

90 102

116

131

145

161

174

187

200

20

60

100

140

180

220

Q1

'09

Q2

'09

Q3

'09

Q4

'09

Q1

'10

Q2

'10

Q3

'10

Q4

'10

Q1

'11

Q2

'11

Q3

'11

Q4

'11

Q1

'12

Q2

'12

Q3

'12

Q4

' 12

Members (mn)

Create economic opportunity for every

professional in the world

Our Vision

Everywhere Work wherever our

members work

Insights Be great at what

you do

Identity Connect, find, and

be found

Connecting talent with opportunity at massive scale The value we bring to our members

Sell Turn cold calls into

warm prospects

Market Connect most

effectively with

professionals

Hire Engage the world’s

best passive talent

The business of connecting talent with opportunity at massive scale

Three diverse, sustainable, and scalable business lines

Audience

Canadian Automotive Tour Core Narrative

9

10

200,000,000+

registered members

The globally connected

professional network

7M+

Canada

74M+

USA

11M+

Brazil

3M+

Australia

39M+

Europe

3M+

DACH

4M+

Italy 4M+

France

3M+

Spain

3M+

NL 11M+

UK

18M+

India

4M+

SE Asia

LinkedIn in Canada

5th Largest Market in the World!

7,000,000+ Canadian Members

4.9 Million Unique Visitors*

164 Million Page Views*

119 Million Minutes*

4.7 Average Minutes Per Visitor*

5.1 Visits per UV/month

* Source: ComScore - December 2012

Visitors Increasing Their Time On LinkedIn YoY Total Minutes (MM)

0

20

40

60

80

100

120

140 LinkedIn

The Globe And Mail

Rogers Digital Media

The New York Times Brand

National Post Sites

Wall Street Digital Network

13

LinkedIn overtook lead 6

months ago and

increasing gap vs.

competitors

Previous lead publisher

experiencing

71% decrease

in time spent online

Only LinkedIn reaches this affluent audience (December 2012 Audience Duplication)

3,241M Unique Monthly Visitors

2,555M Unique Monthly Visitors

4,095M Unique Monthly Visitors

2,414M Unique Monthly Visitors

1,061M Unique Monthly

Visitors

357M

766M

1,121M

822M

1,078M

77% of LinkedIn users

do not visit Rogers

83% of LinkedIn users

do not visit NP

93% of LinkedIn users do not visit WSJ

84% of LinkedIn users do not visit NYT

78% of LinkedIn users do not visit G&M 4,938M

Unique Monthly Visitors

Marketing Solutions

Canadian Automotive Tour Core Narrative

15

LinkedIn Marketing Solutions

Powered by precise and authentic targeting

Company Pages Social Ad: Follow Company Social Ad: Recommendation Ads

Groups Social Ad: Join Group

APIs/Plug-Ins Custom Executions built by LinkedIn Certified Developers (CDP)

Mobile iPad

LinkedIn Audience Network (LAN) Slideshare

Standard Display Ads 300x250, 1x1 text link, 728x90, 160x600

Polls Content Modules Sponsored InMails Social Ads

Join Group & Follow Company

Social Core

PRECISE TARGETING

Authentic Profile Data

API / Off-Platform

Targeting Strategies

LI Declared Data

1

2

3

Profile Targeting (Title, Industry, Education, Interests)

Trigger Targeting (Career Changer, Degree change)

Inferred Targeting (High Net Worth, Influencers)

4 Look a like modeling (Social Graph – CXO 1st Degree Connection, $250K+ 1st Degree)

5 Third Party Overlays (In-Market, In-Market for BMW, Conquest)

“inCrowds” Canada

Automotive

• 884,612

Image-driven Professionals

• 127,746

Career Changers

• 342,944

Opinion Leaders

• 1,271,915 Influencers

• 455,448 Millennials

• 1,667,873 Early Adopters

• 40,032 Empty-Nesters

• 179,504 Active Lifestyle

• 211,195 Eco-conscious

• 35,759 Adventurer-Seekers

• 1,207,099 Road Warriors

• 134,950

Luxury Tech

• 402,103 Female

Professionals (25 - 54)

• 7,122,897 Run of Professional—U.S.

Content Marketing

Canadian Automotive Tour Core Narrative

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Content

Context

Conversion

The Modern Marketing Funnel

Company Page

Post Blog Article

CTA

Landing Page

The Journey…

Co

nte

nt

Ma

rketi

ng

Str

ate

gy

Content in the form of:

Powerpoint Whitepapers Video Articles

Targeted

Status

Updates

Paid Media Organic

Groups Slideshare

Owned

Groups

Delivered via:

Delivered to:

C-level

Custom

Targets

IT

Decision

Makers

HNW

FinServ

Targets

Prosum

ers Conversation drives

content.

Content

Influencers

News

Company Pages

Groups

Slideshare

40M users 210M memberships 1.3M groups

Groups

9M+ Content Upload

Slideshare

1M+ Publishers

LinkedIn Today

2B+ Network Updates

Viewed Weekly 108M+ Comscore

Uniques

Auto Research

Canadian Automotive Tour Core Narrative

2012 Canadian Automotive Study

Executive Summary

Nine in 10 LI members in Canada own at least one vehicle (89%), while nearly

one in six leases

– Nearly one in four LinkedIn members in Canada has a luxury vehicle (22%).

One in three LI members plan to purchase a new vehicle in the next year (32%).

– Nearly a third who plan to purchase a new vehicle will do so within six months (28%).

Job changes lead LI members to rethink the vehicle types and brands they

would consider purchasing

– One in four LI members considered purchasing a new vehicle the last time there was

a job change in their household (22%), and 43% of these ended up purchasing

Auto marketers have a unique opportunity to influence vehicle purchase

consideration through LinkedIn’s audience

– More than four in five members would be influenced by automotive experts (81%),

while nearly three in four would be influenced by the auto brand itself (71%).

30

3%

6%

8%

10%

11%

17%

23%

24%

24%

30%

36%

A milestone such as a birthday or anniversary

An achievement such as a promotion or graduation

I have moved/expect to move to a new residence

Received/expect to receive a raise, bonus or other new work-relatedincome

Changed/expect to change my job or career, and current vehicle nolonger fits needs for work

Want a vehicle that fits my professional image

Current vehicle has safety or maintenance issues

Want to upgrade to the latest automotive technologies (e.g. Bluetooth,navigation, etc)

Current vehicle no longer fits my needs for personal reasons (e.g. familygrew)

Want to upgrade to the newest model of a vehicle

Want better gas mileage/more environmentally friendly vehicle

30% of plans to purchase

are triggered by

at least one

professional reason

Nearly a third of new auto purchases planned for the

next year are triggered by professional motivations

18-24 25-34 35-44 45-54 55-64 65+

Want better gas mileage/more environmentally friendly vehicle

41% 35% 35% 36% 35% 38%

Want to upgrade to the newest model of a vehicle 26% 23% 27% 27% 41% 44%

Want to upgrade to latest automotive technologies 31% 24% 23% 24% 22% 25%

Current vehicle no longer fits my needs for personal reasons (e.g. family grew)

24% 31% 30% 22% 16% 8%

Current vehicle has safety or maintenance issues 26% 21% 26% 25% 19% 8%

Want a vehicle that fits my professional image 30% 26% 20% 12% 10% 3%

Changed/expect to change my job or career, and current vehicle no longer fits needs for work

22% 14% 11% 9% 8% 14%

Received/expect to receive a raise, bonus or other new work-related income

37% 14% 11% 7% 5% 6%

I have moved/expect to move to a new residence 17% 16% 6% 4% 5% 8%

An achievement such as a promotion or graduation 24% 13% 5% 2% 2% 1%

A milestone such as a birthday or anniversary 6% 4% 2% 2% 2% 4%

Younger LI members are especially likely to cite

professional motivations as a trigger to purchase

• More than four in five LI members in Canada would be influenced by automotive experts, while seven in 10

would be influenced by an auto brand.

35%

63%

66%

71%

75%

81%

Automotive dealer/salesperson

Other online consumers (NOT family,friends or colleagues)

Colleagues

Automotive brand/company

Family or friends

Automotive experts

% who say information/recommendations from each source would influence vehicle purchase decision:

Only LinkedIn

provides a

platform for

professionals to

interact with

each other AND

brands

Auto brands on LinkedIn have a unique

opportunity to influence purchase consideration

Case Studies

Canadian Automotive Tour Core Narrative

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35

Increase awareness of new model via an engaging, viral, contextual contest

Objectives

Solution Invite 5 connections

Win test drive to gourmet

restaurant and lunch

Recommend to connections

Increase product awareness

Launch a new product

Data Leveraged Member profile Messaging & network updates

Increase awareness via personalized, engaging contest

Objectives

Solution Compete with connections

Stronger profile = more points

Win Volkswagen Passat

Increase brand awareness

Increase product awareness

Data Leveraged Member profile Connection profiles

Some compelling videos…

http://www.youtube.com/watch?v=xtorsGeHlMs (VW Passat)

http://www.youtube.com/watch?v=eL2lWn7oup4 (KLM Meet & Seat)

38

Q&A

Canadian Automotive Tour Core Narrative

39