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Initiative Meeting

Transcript of Initiative chicago july 31 2013

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Building Relationships with the Worlds Professionals Presented to:Brenda Gonzalez | Initiative Chicago | July 31, 2013

2013 LinkedIn Corporation. All Rights Reserved.Marketing Solutions12Agenda

Platform Overview

Audience and Behavior

Marketing Solutions

Priority and Initiatives Discussion

Next Steps12345

Our Mission.Connect the worlds professionals to make them more productive and successful

Ever since we were founded in 2003, LinkedIns mission as been to connect the worlds professionals to make them more productive and successful.

Everything we do is member first. For example, 20% of our revenues are reinvested into our member products and platform vision.Around 1,000 new products are being BETA tested by members every week, ensuring only the most beneficial make it through.

3Enabling Companies to Achieve Key Objectives



PRECISE TARGETINGAuthentic Profile DataToday we are going to focus on Marketing Solutions, but its important to understand that LinkedIn is also a powerful tool for companies to find and hire the best talent as well as identify and acquire new customers. All this is achieved by our scale, social engagement on the platform and LinkedIns precise and authentic targeting capabilities.

We are able to do this in an unprecedented way due to the convergence of two unique trends:Scalable infrastructure that connects hundreds of millions of people in milliseconds, andExtraordinary shifts in online behavior related to the way people represent their identities, build their networks and share information and knowledge. This is fundamentally changing the world in the way we live, play, and, of course, work. And thats where LinkedIn is focused: on fundamentally transforming the way the world works.

4LinkedIns Global Footprint225M+Registered members as of January 9, 2013




SE Asia6M+













UK125M+Monthly UniqueVisitors63%Of LinkedIn members are outside of the USEMEA50M+




BelgiumGlobal Reach at Scale

1 in every 3 Professionals in the world are LinkedIn55%2College grad or post grad

$83K2Average household income

Business Decision Makers 7.9M

1Sources: 1. Internal LinkedIn data, October 2012; 2. The Nielsen Company @ Plan Rel 4 2011; 3. comScore US Media Metrix Data, September 2012 32xMore buying power than average Internet sites

LinkedIn is the most effective place to engage with professionals

LinkedIn enhances a companys brand presence and helps to build trusted consumer relationships with high quality audiences at scale. LinkedIn enables companies to engage with professionals in unprecedented ways, e.g. seniority, functional area, type of company, size of company, geography, etc. When combined with highly effective tools -- such as the company follower model, i.e. the ability to target a company's followers with status updates, white papers, headlines, new product announcements, etc.; custom groups; and special editions of LinkedIn Today, -- LinkedIn enables companies todeeply engage with one of the most influential, affluent, and highly-educated audiences on the Web.

LinkedIns audience enables marketers to target at scale the highest composition of influential, affluent and educated decision makersMembers have 2X more buying power than average, more than other top 5 social media sites$83k HHI average for members in US3.9MM CXOs and VPs among our members55% of members are college grads or have post-grad degrees


Platform Overview

Audience and Behavior

Marketing Solutions

Priority and Initiatives Discussion

Next Steps12345

8225 million minds.One aspirational mindset.

Time on LinkedIn isnt simply spent (as it is on other social sites).

Time on LinkedIn is invested in building professional identities, seeking insights, and making connections that enable our more than 200 million members be great at what they do.

We call this the professional mindset.

The professional mindset clearly distinguishes LinkedIn from Facebook, Twitter, and online communities that exist primarily in a personal context.

When engaged on LinkedIn, members place their focus on professional growth and advancement.

As a result, our members are highly receptive to advertising, content, and experiences that can help make them more knowledgeable and, ultimately, more successful.


Professional Networks

Personal NetworksCareer infoUpdates on brandsCurrent affairsInfo on friendsInfo on personal interestsEntertainment updatesSource: Q10a Information to receiveBase: Professional SN users (5204) Personal SN users (8692) LinkedIn Users are Actively Leaning In and Participating in a Professional Dialogue26% higher than personal1239 Spend Time ddInvest TimeAnother key finding from the research is 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 interests

Professional 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. When we asked people what type of information they wanted to hear from brands/companies/products, the personal side was about hobbies, entertainment, concert updates, etc. The professional side was about how to improve yourself, how to be better in your career and in your industry, they want brands to talk to them in a relevant way to tap into this type of content.

You can build relationships with professionals by sharing insights and listening. 9Content Engagementis our core106XMore engagement with content vs. jobs

BRANDS2.7MM Company PagesCompany UpdatesSlideShareGroups

THOUGHTLEADERS200+ Influencers

NEWS1.3MM PublishersLinkedIn Today

PEERS1.5MM GroupsConnectionsDriving this increased engagement is the fact that LinkedIn has evolved into a professional publishing platform. Our members are 6 times more engaged with content on LinkedIn vs our jobs properties.

LinkedIn members are investing time in content from four primary sources:

Brands, 2) Thought Leaders 3) News and 4) Peers

And the LinkedIn products that deliver this content are:

Brands Company Pages, Company Updates, SlideShare, GroupsLinkedIn members choose to follow the companies that they want to hear from, engage with content these companies post to SlideShare, and join Groups built or sponsored by these companies

Thought Leaders Influencers Members are getting unique content that they cant get anywhere else by following Influencers. The Influencers program includes over 220 of the most influential thought leaders, from Richard Branson to President Obama.

On LinkedIn, Influencers have become publishers virtually overnight, attracting in the case of Richard Branson 1.3million followers that engage with and share their content posting hundreds of thousands of comments. (March 1, 2013) Companies have the same opportunity on LinkedIn.

News LinkedIn Today

There are more than 40 industries and 480 news sources to follow on LinkedIn Today.

Since LinkedIn Today was integrated into the LinkedIn Homepage in July 2012, traffic to 3rd party publishers is up nearly 60%Peers Connections, Fellow Group MembersMembers visit their homepage and read their news feed to see what their connections are sharing. Since their connections are usually people in the same industry or function, they typically share information that is extremely relevant and useful.


Platform Overview

Audience and Behavior

Marketing Solutions

Priority and Initiatives Discussion

Next Steps12345The value we bring to Marketers

AudienceAffluent, in-market decision makers

ContextProfessional environment engenders trust and confidence


Network effect extends your marketing beyond the initial investment

.Driving superior results2x more likely to purchase and recommend1Company Followers4x better vs. Twitter and Facebook2B2B conversions50% more likely to purchase from a company they engage with on LinkedIn3Company PresenceSources: 1. Client Follower research study in the U.S., 2012; 2. Hubspot study of 3,128 B2B companies in 2011; 3. LinkedIn Follower Research, 2012 Brands that engage on LinkedIn drive relationships and superior resultsLinkedIn company followers are 2X more likely to purchase & recommend than non-followersLinkedIn is 4x better for B2B conversions vs. Twitter and FB, and generates 3x more leads than FB Members are nearly 50% more likely to purchase from a company they engage on LIOur clients have seen success with the formula Audience + Context = Results

SecondaryAdditionally, LinkedIn provides companies an easy way to activate their most valuable influencers and evangelists -- their employees -- who are increasingly using LinkedIn. By distributing relevant and valuable news and information to these employees, companies can reduce the friction inherent in traditional communication channels and can subsequently increase the likelihood that the right messages enjoy viral distribution to the right audiences.

13The Company Page is Core to Engaging Audiences14

14Job Fun