MikeZimmerman

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MikeZimmerman

  1. 1. Top uses of social and professional networks Types of uses and/or applications People search Check References Get Introduced Post a job Recruit Get News Get Advice Photo Sharing Recommend someone Top Friends Conduct research Super Wall Movie Tastes Bumper Stickers Compare People Send a message Super Poke Texas Hold ‘em Share Music Taste Social Professional <ul><li>Connecting with 1st degree </li></ul><ul><li>Relaxation </li></ul><ul><li>Recreation </li></ul><ul><li>Discussion </li></ul><ul><li>Exchanging with 1-2-3 degrees </li></ul><ul><li>Work </li></ul><ul><li>Research </li></ul><ul><li>Problem solving, collaboration </li></ul>Modes of behavior Poke
  2. 2. LinkedIn: 34MM+ connected professionals Growing at 2MM per month or one every second Age Professional interests Education and school Title, salary and career history Relationship ‘graph’ Industry Geography Group affiliations Number and level of connections What interests someone’s network © 2009 LinkedIn All rights reserved.
  3. 3. Conversational Marketing Advertiser/partner programs Answers Polls Apps Groups Company pages Profiles Professional Targeting Events
  4. 4. What tools can advertisers use? Digg - for passive discovery and active search © 2009 LinkedIn All rights reserved.
  5. 5. Banana Republic & LinkedIn Profile Makeover Promo <ul><li>Thesis: </li></ul><ul><ul><li>An incentive based promotion can change LinkedIn member behavior / drive deeper engagement </li></ul></ul><ul><ul><li>Placing a BR offer right at the point of inspiration (professional profile) could deliver business results </li></ul></ul>© 2009 LinkedIn All rights reserved.
  6. 6. Banana Republic & LinkedIn Profile Makeover Promo © 2009 LinkedIn All rights reserved.
  7. 7. Banana Republic & LinkedIn Profile Makeover Promo <ul><li>Covered by online fashion outlets </li></ul><ul><li>A LARGE number of Banana Republic offers delivered to, and redeemed by the exact desired target audience at store level nationally </li></ul><ul><li>>77,000 LinkedIn members signed up to win 25 x $1000 Banana Republic wardrobes </li></ul>© 2009 LinkedIn All rights reserved.
  8. 8. Why did the Banana Republic Promo work? Viral pass along through Network Updates “ Patrick Crane has made edits to his profile” Kay Luo made edits to her profile, saw the BANANA REPUBLIC OFFER Mario Sundar made edits to his profile, saw the BANANA REPUBLIC OFFER Steve Patrizi checked out Mario’s profile, saw the BANANA REPUBLIC OFFER, and made edits to his profile Hannah Green checked out Steve’s profile, saw the BANANA REPUBLIC OFFER, and made edits to her profile © 2009 LinkedIn All rights reserved.
  9. 9. Mazda Light touch mass conversation © 2009 LinkedIn All rights reserved.
  10. 10. Mazda Light touch mass conversation <ul><li>10x industry average response rates (at least) </li></ul><ul><li>Well over 10,000 target audience members voting, sharing, comparing results, discussing Mazda’s product offerings </li></ul><ul><li>Mazda ran 15 polls </li></ul>© 2009 LinkedIn All rights reserved.
  11. 11. What tools can advertisers use? Facebook - for viral pass along and mass attention © 2009 LinkedIn All rights reserved.
  12. 12. <ul><li>137 essay-length answers to Gary Kelly’s question </li></ul><ul><li>Viral distribution of answers to 10,000’s more LinkedIn members </li></ul><ul><li>>100,000 visitors to the answers section, sponsored by SouthWest </li></ul>What tools can advertisers use? LinkedIn - for viral pass along and deep dialogue © 2009 LinkedIn All rights reserved.
  13. 13. Ways to engage your audience Interact with your customers, give them a voice © 2009 LinkedIn All rights reserved.
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