7. Connecting talent with opportunity at massive scale
The value we bring to our members
Identity Insights Everywhere
Connect, find, and Be great at what Work wherever our
be found you do members work
8. The business of connecting talent with opportunity at massive scale
Three diverse, sustainable, and scalable business lines
Hire Market Sell
Engage the world’s Connect most Turn cold calls into
best passive talent effectively with warm prospects
professionals
11. The globally connected
professional network
200,000,000+ UK
NL
11M+
3M+
DACH
registered members
3M+
France
4M+
Italy
Canada
Spain 4M+
7M+ Europe
3M+
USA 39M+
74M+ India
18M+
SE Asia
4M+
Brazil
Australia
11M+
3M+
12. 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
13. Visitors Increasing Their Time On LinkedIn
YoY Total Minutes (MM)
140
LinkedIn
The Globe And Mail
120
Rogers Digital Media
100 The New York Times Brand
National Post Sites
80
Wall Street Digital Network
60
LinkedIn overtook lead 6
40
months ago and
increasing gap vs.
20
competitors
Previous lead publisher
0 experiencing
71% decrease
in time spent online
13
14. Only LinkedIn reaches this affluent audience
(December 2012 Audience Duplication)
3,241M
Unique Monthly Visitors
1,078M 4,095M
1,121M Unique Monthly Visitors
78% 77%
of LinkedIn users
do not visit G&M 4,938M of LinkedIn users
do not visit Rogers
Unique Monthly Visitors
766M
822M
84%
of LinkedIn users
do not visit NYT 2,414M 357M
Unique Monthly
Visitors
2,555M 83%
Unique Monthly Visitors of LinkedIn users
1,061M do not visit NP
93% Unique Monthly
Visitors
of LinkedIn users
do not visit WSJ
16. LinkedIn Marketing Solutions
Powered by precise and authentic targeting
Core Social API / Off-Platform
Standard Display Ads Company Pages APIs/Plug-Ins
300x250, 1x1 text link, 728x90, Social Ad: Follow Company Custom Executions built by
160x600 Social Ad: Recommendation Ads LinkedIn Certified Developers
(CDP)
Polls Groups
Social Ad: Join Group Mobile
iPad
Content Modules
LinkedIn Audience Network
Sponsored InMails (LAN)
Social Ads Slideshare
Join Group & Follow Company
PRECISE TARGETING
Authentic Profile Data
17. Targeting Strategies
LI Declared Data
1 Profile Targeting (Title, Industry, Education, Interests)
2 Trigger Targeting (Career Changer, Degree change)
3 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)
23. Content Marketing Strategy
Content in the form of:
Powerpoint Whitepapers Video Articles
Delivered via:
Targeted
Organic Owned
Status Paid Media Slideshare
Groups Groups
Updates
Delivered to:
C-level IT HNW Prosum Conversation drives
Custom Decision FinServ ers content.
Targets Makers Targets
24. Content Company Pages
Groups
Slideshare
News
Influencers
30. 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
31. Nearly a third of new auto purchases planned for the
next year are triggered by professional motivations
Want better gas mileage/more environmentally friendly vehicle 36%
Want to upgrade to the newest model of a vehicle 30%
Current vehicle no longer fits my needs for personal reasons (e.g. family
grew) 24%
Want to upgrade to the latest automotive technologies (e.g. Bluetooth,
navigation, etc) 24%
Current vehicle has safety or maintenance issues 23%
Want a vehicle that fits my professional image 17%
Changed/expect to change my job or career, and current vehicle no
11%
30%
longer fits needs for work of plans to purchase
Received/expect to receive a raise, bonus or other new work-related are triggered by
income 10%
at least one
professional reason
I have moved/expect to move to a new residence 8%
An achievement such as a promotion or graduation 6%
A milestone such as a birthday or anniversary 3%
32. Younger LI members are especially likely to cite
professional motivations as a trigger to purchase
18-24 25-34 35-44 45-54 55-64 65+
Want better gas mileage/more environmentally friendly
41% 35% 35% 36% 35% 38%
vehicle
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
24% 31% 30% 22% 16% 8%
reasons (e.g. family grew)
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
22% 14% 11% 9% 8% 14%
vehicle no longer fits needs for work
Received/expect to receive a raise, bonus or other new
37% 14% 11% 7% 5% 6%
work-related income
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%
33. Auto brands on LinkedIn have a unique
opportunity to influence purchase consideration
• 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.
% who say information/recommendations from each source would influence vehicle purchase decision:
Automotive experts 81%
Family or friends 75%
Only LinkedIn
Automotive brand/company 71% provides a
platform for
professionals to
interact with
Colleagues 66% each other AND
brands
Other online consumers (NOT family,
63%
friends or colleagues)
Automotive dealer/salesperson 35%
36. Increase awareness of new model via an
engaging, viral, contextual contest
Objectives
Increase product awareness
Launch a new product
Solution
Invite 5 connections
Win test drive to gourmet
restaurant and lunch
Recommend to connections
Data Leveraged
Member profile
Messaging & network updates
37. Increase awareness via personalized,
engaging contest
Objectives
Increase brand awareness
Increase product awareness
Solution
Compete with connections
Stronger profile = more points
Win Volkswagen Passat
Data Leveraged
Member profile
Connection profiles
