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Professional Social Networking | Linkedin and Phillps | iStrategy, London

by iStrategy

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Linkedin and Philips on professional social networking. ...

Linkedin and Philips on professional social networking.

Presented by Henry Clifford-Jones, Director Marketing of Linkedin and Kors van Wyngaarden, Global Director Online Marketing of Philips during iStrategy London 2010.

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How many of you are on LinkedIn???? Most likely almost everyone in the room will hold up handsYou are a sophisticated audience, so you will be familiar with LinkedIn and what we are all about so I will keep this high level and touch on a few key points: Professional - We are for the professional – This was a driving principle of our founder, Reid – serve the individual and provide them with the opportunity to be own entrepreneurValue for Company - This thoughtful evolution of an organic network provides even greater value for companies because the individual has strong motivation to join and participate in the network Organic – mentioned before, what does this mean? People joined LinkedIn, they did not join another network then were migrated, they joined for the value proposition (start with 13 people sending invitations 7 years ago)Global – LinkedIn is the only global professional network with members from virtually every country and territory in the world – this gives you access to knowledge, information and influencers around the world and you can be discovered by them as wellBusiness Model – Three strong pillars (Hiring Solutions, Subscriptions, Marketing Solutions), also profitable for last several years. The reason I call this out is the diversity allows us to be much more thoughtful and selective about the advertising and solutions for CMOs. What do professionals don on LinkedIn …. Simple…
Over 65m influential & motivated members are actively looking to connect .600k+ professionally-oriented groups on LinkedIn ranging from company and college/university alumni groups, to small business exchanges and CXO roundtablesGROUPS 100k + members joining groups every day more on this… 500K+ 3,000,000 members join groups each month.
Bringing people together to unite around topic, event, industry, product, or serviceFacilitate ConversationA place to meet, exchange, learn, lead and developDemonstrate vision and expertiseShow your brand as helpful, collaborative and supportiveBuild long term assetEngagementInsightRelationship
We see LinkedIn playing a vital element in delivering an end to end online experience to our audienceOn three levelsPeer Community Professional Trusted ContentCommercial relationship
Each of our pillars has a specific roleAnd specific functionalities and contentAnd a specific level of detailDiscussions on our product and for instance how best to use them are not for LinkedIn, that’s done on our internal forumsThe other way around, an interesting discussion with a customer we can elevate to LinkedIn
It’s all brand buildingBecoming a though leader in health and well beingAs a bonus we better understand the needs of our customersWe might even delight our customersIt fits very well
Work from an overarching marketing strategy – see the three pillars

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Andrea Lorenzi, Head of Web at Reale Mutua Assicurazioni Tags linkedin 2 years ago
Julia Trushina, Social Media Marketing for Russian Audience in tourism at http://www.facebook.com/yutrushina 2 years ago

Professional Social Networking | Linkedin and Phillps | iStrategy, London Presentation Transcript

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