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LinkedIn Marketing Strategy - Marketing Critical Thinking skills
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LinkedIn Marketing Strategy - Marketing Critical Thinking skills

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The marketing strategy developed for LinkedIn's future growth in a MBA course at NIU. The project challenges to think critically for continuous growth of the company on a global level.

The marketing strategy developed for LinkedIn's future growth in a MBA course at NIU. The project challenges to think critically for continuous growth of the company on a global level.

Published in: Career, Technology, Business

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  • Facebook, Twitter, LinkedIn, blogging and YouTube were the top five platforms used by marketers, with Facebook leading the pack. All of the other platforms paled in comparison to these top five. The top six have remained virtually the same since 2012.
  • Nearly half of marketers (49%) use Facebook as their most important platform, followed by LinkedIn (16%), blogging (14%) and then Twitter (12%). This chart clearly reveals Facebook is the powerhouse platform for marketers in the industry. However, it is interesting to note the prominence of blogging.
  • From the Diagrams below, it is easy to notice the differences between B2B- and B2C-focused markets. Clearly Facebook dominates in the B2C space (67% of marketers select it as their number-one choice). However, in B2B, LinkedIn and Facebook are tied for number one at 29% each, while blogging and Twitter play a much more important role for B2B marketers as well.
  • Transcript

    • 1. Introduction
    • 2. History - 2003 Startup Company Linked In 10 members
    • 3. History - 2004  Experimentation ◦ Address Book Upload ◦ Groups 1,200,000 Members
    • 4. History 2005  Revenue ◦ Jobs ◦ Subscriptions ◦ 4,200,000 Members
    • 5. History 2006  Foundations ◦ Public Profiles ◦ Recommendations ◦ People you May Know 5,000,000 Members
    • 6. History 2008 Global Company  Multilanguage  Members 33,000,000 
    • 7. History 2010 1000 Employees  10 Offices around the world  85,000,000 Members 
    • 8. History 2011 Publicly Traded Company  135,000,000 Members 
    • 9. History 2012 Re-architected Site, Product Innovation and Transformation  187,000,000 Members 
    • 10. 2013 244,776,470 Members  Linked In Turns 10 
    • 11. Industry Analysis  • • • • Social Networking Friends Relatives Classmates Colleagues • Email • Instant Messaging • • • • Share Interest Share Activities Post Events Share Photos
    • 12. Social Networking Web Sites
    • 13. Common Social Networking Websites  Facebook , Twitter, LinkedIn, Blogging and YouTube are the Top 5 Platforms
    • 14. Social Media Web site for Marketers 49% Marketers use Facebook  LinkedIn (16%), Blogging (14%) and Twitter (12%) 
    • 15. B2B vs B2C No Difference in B2B  Facebook dominates B2C 
    • 16. Who Uses LinkedIn? • • • • 120 million+ professionals Over 150 industries Executives from every Fortune 500 firm 6.5 million+ students • 9 million+ recent college grads Europe 24% Asia 8% Africa 1% Middle East 1% Oceania 2% Other 0% • 37,000 college and university alumni groups • People are joining LinkedIn at a rate faster than 2 new members per second! Latin America 3% North America 61%
    • 17. How LinkedIn Works Your Friends’ Friends’ Friends Your Friends’ Friends Your Friends
    • 18. “It’s no longer enough to simply have a solid resume. Students now need a professional online presence.” - Holly Paul, US Recruiting Leader PricewaterhouseCoopers
    • 19. Current Strategies Scoping the Competition  Advanced People Finder  LinkedIn Polls  • • • • • • Annual budget planning Deceased client Opinion results for column and blog fodder Product & Service Feedback Conduct market research Tweet Poll results to generate additional group followers
    • 20. Customer/Target Market Analysis SWOT Analysis Strengths ◦ ◦ ◦ ◦ First mover User traffic Revenue model Corporate clients & add-ons
    • 21. SWOT Analysis  Weakness ◦ Mobile strategies ◦ User engagement ◦ Dependency on online recruitment
    • 22. SWOT Analysis  Opportunities ◦ Publishing and content platform ◦ Advertising
    • 23. SWOT Analysis  Threats ◦ New social media platforms ◦ Potential new entrants into the market
    • 24. Target Market Analysis    Professionals Businesses Marketers and Advertisers
    • 25. Competitive Analysis Category Description Competitors Members-Professional Networks Online professional networks and social media sites. Facebook, Google, Microsoft, Twitter, Xing, and Viadeo Talent Solutions Ways to match job seekers with recruiters and hiring organizations. Monster, CareerBuilder, Indeed, Oracle (through Taleo), SAP (through SuccessFactors), and IBM (through Kenexa), and traditional recruiting organizations. Advertising and Marketing Giving advertisers access to specific user information and selling ads that reach targeted audiences. Online and traditional media outlets. From search engines and social network sites to television, radio stations, and newspapers.
    • 26. Members-Professional Network LinkedIn competes for time spent on their site vs. other social networks.  The more engaged a user is with the site the easier it is to generate money from them through advertisements and marketers.  Competes with Xing and Viadeo for new members. 
    • 27. Talent Solutions Matching job seekers with those recruiting talent in their industry.  Competes online with companies like Monster and Career Builder.  Offline LinkedIn competes with traditional recruitment agencies. 
    • 28. Advertising and Marketing   Using the personal information of their user base to sell advertisements to marketers. Traditional media outlets as well as internet companies fight for the same dollars. ◦ ◦ ◦ ◦ ◦  Television Radio Magazine Facebook Google Who can best assist companies reach their target market?
    • 29. Marketing Strategy –Global Concern • Local Merchants in different countries hesitate for international trade • Reluctant of international trade due to reliability • Haven’t seen the benefits of global trade • Don’t have a platform where they can trade!
    • 30. Marketing StrategyRecommended Decision Europe Buyer – Seller Platform Cultures USA Asia Norms Values Afric a
    • 31. Marketing Strategies – Global Growth Opportunity Global Growth Highest Growth in EMEA due to increase in middle class of Africa
    • 32. Marketing Strategy – LinkedIn Market Position Current Market Position Opportunity of growth in developing markets.
    • 33. Competitor resistance and expansion  Companies like Trade.com and Alibaba.com have similar services  Limited to certain geographic regions  LinkedIn has advantage of large accurate data  Increases trust among users  We Recommend this platform significantly
    • 34. Marketing Strategies –Biggest Challenge!  Idea of online professional networking online is not diffused properly in South Asia & Europe  Still use traditional ways of networking  26 million in Europe  Only 24-30 million users from China & India  Increasing trend of internet usage can help!
    • 35. Alternate Strategy Cloud computing business  History of SalesForce ◦ 1999-2013 ◦ Acquisitions 
    • 36. “Turn cold calls into warm conversations”  Partnership with LinkedIn ◦ Pure pool of data ◦ 238 Million potential customers ◦ Turn ten wrong calls into one right one
    • 37. Through the Glassdoor with LinkedIn ◦ An inside look at jobs & companies ◦ Every review is verified ◦ Small business reviews through LinkedIn profiles ◦ Information sharing of certain members of upper management through Glassdoor ◦ Read reviews via login sharing ◦ Inflow of filtered information will keep competitors at bay ◦ Information on LinkedIn page through Glassdoor ◦ Global expansion hand in hand with LinkedIn
    • 38. Higher Learning Institutions Job fairs on/off campus via LinkedIn  Discounts on LinkedIn professional services to active students/faculty  Pre-determined search of qualified candidates  Student support  ◦ Inquiry about job listings ◦ Live support with recruiters ◦ Mentor Program
    • 39. Competitor’s Reaction LinkedIn Viadeo Xing Members 200 mil+ Visitors/Month 97 mil 50 mil+ 4.6 mil 13 mil+ 57,000 USA Germany France 2.2% 1.5% 66.2% 1% 77.8% 0.6% 31.2% 2% 3.3%
    • 40. Competitor’s Reaction • • • • LinkedIn - 100 Products/Services, 200 countries Viadeo - 65+ Products/Services, 110+ countries Xing – 30+ Products/Services, 40+ countries Services like Search filtering, Real time updates, Private Messaging, recommendations, Endorsements are available only on LinkedIn
    • 41. Competitor’s Reaction • Diversify by acquisitions: • Xing acquired Kununu • • Kununu provides user reviews about a company Viadeo acquired Pealk • • Pealk is a “search service engine” to enhance product line LinkedIn had planned to acquiring Xing
    • 42. Competitor’s Reaction • Facebook / Twitter /Google Hangouts • Job advertisement • Company reviews • Possibly acquire job search engine • Microsoft. • • Acquired Yammer (private social networking company) LinkedIn is well positioned, timely updating their services – these updates are key to keeping ahead of the competition
    • 43. Competitor’s Reaction • Talent Solutions • Monster, CareerBuilder, Dice. • • • Job search and applying only. Tie up with JobVent, PayScale, Salary.com or Telonu. Advertising and Marketing • Search engines • • Social network • • Provide job searches. Attract users contextual jobs advertising. Television, radio stations, and newspapers • Add benefits and reviews in job advertisements.
    • 44. Competitor’s Reaction LinkedIn’s CEO talks about competition
    • 45. Summary        Market Leader in PSN No direct global competition Strong financials and growth International expansion and new services are keeping them ahead of in this rapidly changing market Users constantly requesting more features and type of services Enter into buyer/seller trade platform Increase user time spent on site
    • 46. Questions?