I wanted to walk you through our core value propositions and there are three. The first is professional identity. And ultimately we want to be in a position where we're going to be able to connect and enable our membership to find and be found. Whenever you need to search for a professional, someone you're about to meet with, someone you want to convert from a cold call to a warm prospect. Someone whose knowledge you'd like to be able to tap. We want you to be able to leverage LinkedIn to make that possible and that starts with the LinkedIn profile. By virtue of reaching critical mass with these profiles, we're able to do some extremely innovative and disruptive things. So, for example, we ultimately want to eliminate the resume. You should never have to use a paper resume again to apply with a job. You should be able to click a button and apply with LinkedIn. We want to eliminate the business card. We want to eliminate the rolodex. You should never have to manually update your connections information again when they change geography or change company, because when they refresh their profile, it should propagate throughout the system. So ultimately we want to be the professional address book in the Cloud. We're also the definitive professional search engine. We're on an annualized run rate to do over four billion search queries this year, all within a professional context. So that's what we have in mind when we talk about the importance of professional identity. I'm going to drill down a little deeper into all three of these areas in just a moment. The second is that we ultimately want to be able to deliver professional insights, business intelligence that you can't find anywhere else that enable people to be great at the jobs that they're already in. To make better, faster decisions. And we do that by extracting as much relevancy as possible, based on the information, the knowledge, the data that is being propagated and flowing through our network day in and day out. We want to create as strong a signal as we can to cut through that information overload. And lastly is this notion of everywhere. We want to work wherever our members work. And that means no longer expecting people to be tethered to their desktops. We're making major investments in mobile and we're increasingly pushing our assets and our APIs to third-party developers, publishers and our marketing partners. And we're going to be talking a little bit about that later today. So those are the three cornerstones of our platform and our value proposition. All together this value prop has led to some very healthy results in terms of our ability to reach critical mass on a global basis.
Driving real impact against these four buckets of value stems from building and sustaining relationships over time with prospects and existing customers of your company. In fact, the value increases over time. And there’s no cap to the amount of value you can create. Acquiring followers is like owning a home instead of renting. Let’s look at the model reflected on this slide. What we have is an initial cost that is amortized over each subsequent touch point with a high-quality audience that has opted-into a direct relationship with you. (X axis = time; Y axis = cost)If you were to try to accomplish this with traditional display, what would it cost? How much would you have to spend to acquire an audience of high-quality professionals that has opted-into a direct relationship? How much would you have to spend to target that same audience with different messages based on their respective industry, job function, seniority, company size, location, or even gender on a weekly basis over a year? Would that even be possible? Key Takeaway: There’s no limit to the value you can create over time with Followers.
LinkedIn’s MissionConnect the world’s professionals and businesses to make them more productive and successful
LinkedIn: The Only Global Social Platform Delivering Marketing Solutions in a Business Context Quality Audience Business Context Marketing Impact Reach the most Promote trust and Deliver compelling insights influential, affluent and message receptivity and results with social educated audiences at media solutions scale
160+ million potential customers today making LinkedIn the 25th largest site in the U.S. with over 37 million unique users Sources: internal data and comScore Jan. ‘12, US
The globally connectedprofessional network160,000,000+ UK NL 9M+ 3M+ DACH 2M+ France 4M+ Italy Canada Spain 3M+ 6M+ Europe 3M+ USA 26M+ 65M+ India 16M+ Brazil Australia 9M+ 3M+
Professionals are more engaged and active on LinkedIn Average Minutes Per Month Per US Visitor 15.7 11.4 4.7 2.3 LinkedIn.com WSJ.com Forbes.com BusinessWeek .com Sources: comScore US Key Measures Report, October 2011.
Align Message with Business Opportunity Quality Audience Business Context Marketing Impact 3 out of 4 Members use LinkedIn for everything business, from keeping up on trends to reading business news 64% agree that LinkedIn helps develop relationships and grow new business Members are 2x more confident in the information found on LinkedIn than any other social site LinkedIn Audience 360 Survey, US, August 2011
Extend Marketing Impact Quality Audience Business Context Marketing Impact Network effect Product portfolio Authentic data extends marketing engages on all levels powers reporting2,000 38% 89%product recommendations in two lift in likelihood to apply for a more leads generated on LinkedInweeks generating 500,000 viral credit card in the next 12 months than on a leading ad network at aupdates about products & services third the cost per leadTechnology Customer Financial Services Customer Professional Organization Customer Marketing Solutions 9
The value we bring to our members Identity Insights Everywhere Connect, find Be great at We work where and be found what you do our members work Marketing Solutions 10
IT Decision Makers StudyMarketing Solutions 11
Desktop Virtualization Brands CurrentlyUsed in DMs’ OrganizationsQ: Which of the following companies does your company currently use for desktop virtualization? [select all that apply] Co Size: Co Size: Co Size: Brand 11-200 201-1,000 1,000+ VMware 54% 58% 57% Microsoft 37% 35% 49% Citrix Systems 19% 30% 39% Quest Software 0% 2% 8% Oracle (write-in) 5% 0% 4% Novell 1% 2% 2% Marketing Solutions 12
% of Decision Makers who Plan to PurchaseDesktop Virtualization Within Next 9mos Q: Over the next 9 months, is your company likely to make new or additional purchases in any of the following IT categories [Desktop Virtualization]? IT Manger or Company Size IT VP or CXO Director 11-200 37% 54% 201-1,000 53% 53% 1,000 + 66% 64%% who selected: Yes, likely to make new or additional purchases in this IT category Marketing Solutions 13
Data MediaTargeting Target By Profession Seniority Education Industry Company Size Geography LinkedIn Ads Display InMail Polls/Content Ads Social Ads Group Membership Analytics SocialResearch Company Pages Groups Integration Insights Plugins APIs 15
Targeting is key to everything we do Function, Seniority, Location, Industry, Company Size Group affiliations Education
LinkedIn GroupsAbility to target users who are member of specific groups.
Social MessagingCompany Follow and Recommendation Ads Gain more followers to your LinkedIn Company Page Drive recommendations to promoted products/services Actions become viral within network update stream
No limit to the value you can create Value of a Follower Unlimited ability to message over time Value $ Cost # of marketing messages sent over time 21
Chris Moore, Account ExecutiveCMoore@linkedin.com(415) 745-2616Allie Jolliff, Account ManagerAJolliff@linkedin.com415.970.5167
High Impact Display MediaEasy to place. Hard to miss. Prominent placements above the fold One ad on the page Rich media enabled Not a part of any ad networks 300x250, 160x600, 728 x90 and textlinks
Content AdsLeverage Innovative Content & Messaging to showcase thought leadership Leverage innovative units to distribute content to desired target audience Connect activity across all social platforms (YouTube, Twitter, blogs, etc.)
Sponsored PollsDrive and sponsor conversation Drive member conversation Enjoy flexibility with questions Display dynamic ads on results page Ability to share virally
Partner MessageYour message delivered to your specific prospects Extensive targeting capabilities Ability to share virally Members only receive (at most) one Partner Message per 60 days
Enterprise IT InfluencersBehavioral Targeting: Reaching the most active and engaged + IT Function + Co size 1000+