Linda Descano Managing Director and Head of Content and Social North America Marketing, Citi

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Why Professional Women?

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The Professional Women Ecosystem

CONTENT Women & Co.

COMMUNITY Connect “Hub” on LinkedIn

CONVERSATION Blogger/Media Outreach

Objective Reach affluent, professional women where they are already “gathering” to build brand affinity, increase consideration and intent, and move women down funnel

Tactics

Reach: Impressions Engagement: Interactions, Mentions

Brand: Favorability, Consideration, Intent

KPIs

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The Community Hub for Professional Women: Connect

•  Launched in April 2012

•  A first-of-its-kind digital destination for women to network, discuss, and share their career success stories

•  Over 150,000 members •  LinkedIn’s first sponsored managed

group

•  Highest levels of engagement of any group on LinkedIn

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Content Creation and Amplification

On LinkedIn, Run of Site Connect-inspired content, outreach and

social sharing across the LinkedIn platform

On LinkedIn, In Group

Discussions and resources relevant to members of the Connect group on

LinkedIn

Off LinkedIn, Offline

Member meet-ups, networking

opportunities, and events

Off LinkedIn, Online

Use of Connect discussions and insights to raise visibility through media outlets, blogs, online influencers, and owned

media

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On LinkedIn, In the Connect Group Group discussions Group emails and announcements

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On LinkedIn, Run of Site Member status updates LinkedIn blog and social media mentions

LinkedIn Influencers program LinkedIn member e-mails

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Off LinkedIn, Online

Women & Co. and Citi owned media SlideShare content Polls and research studies

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Off LinkedIn, Offline

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Outcomes: Return on Reach

1st Degree Connections

14 MM

Paid Impressions

Total Impressions

Return = 233%

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Outcomes: Engagement

4MM+ #ProfWomen

500+ Blog & media

Mentions 25+

member meet-ups

650MM+ earned

impressions

300K+ SlideShare

views

200K+ social

interactions

•  Over 150,000 members in less than 16 months

•  Fastest growing group of 2012

•  Most returning visitors of any LinkedIn group

•  2x more engagement per member

•  Highest rates of engagement

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Outcomes: Brand Lift

10% higher favorability

25% higher consideration

60% higher NPS

Group member brand affinity relative to control group – March 2013 Group Impact Study