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LinkedIn: GSP East Keynote

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These are the slides presented by Adam Nash, Sr. Director of Product at LinkedIn, at the Keynote for the Graphing Social Patterns East 2008 conference, June 9-11, 2008 in Washington, D.C.

These are the slides presented by Adam Nash, Sr. Director of Product at LinkedIn, at the Keynote for the Graphing Social Patterns East 2008 conference, June 9-11, 2008 in Washington, D.C.

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LinkedIn: GSP East Keynote Presentation Transcript

  • 1. LinkedIn: The Business Social Network Adam Nash, Sr. Director of Product
  • 2. LinkedIn: Who We Are
    • We’re the world’s largest professional network .
    • We’re the new medium for how business gets done . Our members find new ways to interact with each other and improve their business every day.
    • Millions of professionals are already exchanging knowledge, opportunities and advice on LinkedIn.
  • 3. LinkedIn: What Sets Us Apart
    • We are a Purpose-Driven Network . LinkedIn was built and designed specifically with the business professional in mind. That kind of focus and relevance makes us as valuable as possible to the professional who comes to LinkedIn for the specific purpose of getting business done.
    • We believe in Trust . Rather than relying on invisible algorithms to serve up URLs, or connecting with people you don’t really know under pseudonyms, LinkedIn is built on the reputations of those you know and trust.
    • We believe in Business Relevance . The one thing professionals need more of is time. We work every day to bring as much focus and value to every single interaction on LinkedIn, and that deeply affects the design of our product.
  • 4. LinkedIn: Acceleration
  • 5. LinkedIn: The New in fluencers
    • A Younger , More Affluent , More Influential And Harder-To-Find Audience Than The Leading Business Sites
    Source: @plan Winter 2007/2008 This is why our CPMs tend to be more comparable to these media outlets, as opposed to those of other social networking sites. 27% 34% 30% 36% %Comp Co Size <500 50% 39.9% $96,665 46.7 Forbes.com 50% 37.5% $96,414 47.3 BusinessWeek.com 44% 38.4% $101,039 47.4 WSJ.com 29% 46.5% $109,762 41 LinkedIn % Comp That Read Business Magazine Last 30 Days % Comp Business Decision Makers Average HHI Average Age Property
  • 6. Businesses Are On LinkedIn
    • Executives from all 500 Fortune 500 compaies are on LinkedIn.
    • Over 3 million small business professionals
    • LinkedIn launched Company Profiles for more than 160,000 Companies
    • 65% - or 104,000 – are for Companies with fewer than 200 employees
  • 7. Why Advertise On LinkedIn?
    • Connect With The World’s Largest Professional Network
    • More than 23 million affluent, influential and ambitious professionals around the world use LinkedIn and more than 1 million join every month. Whether you’re looking to reach C-level executives, IT professionals, small business managers, sales professionals or financial professionals, you’ll find them on LinkedIn.
    • Reach Professionals Focused on Professional Success
    • Professionals use LinkedIn for one reason and one reason only: to achieve professional success. Whether they’re looking for solutions to challenges they’re facing in their business, discovering new business opportunities or finding talented individuals to join their team, LinkedIn professionals are highly receptive to messages about products that can help them in their business as well as help them enjoy the fruits of their success.
    • Deliver Your Messages In A Clean, Clutter-free Environment
    • Because advertising is an important element of the LinkedIn experience, we’ve designed our pages to ensure that marketing messages are highly visible and compliment the professional tools and services that our member professionals use on a daily basis. In most cases, there are no more than two display advertisements per page, and the clean design of LinkedIn helps advertisements deliver significant impact.
  • 8. Advertising: Buy Audiences, Not Placements
    • LinkedIn offers three options to present your display advertising to our member base:
    • Run-of-Professional
    • Display your advertising messages to a broad selection of LinkedIn members as they actively manage their profile, share their insights with colleagues, refer and recommend people and services, and leverage their network of trusted contacts.
    • inCrowds
    • Deliver your message to a defined segment of the LinkedIn memberbase. inCrowds are defined by the information members supply in their profiles, including job function, industry, company size, and seniority. inCrowd segments include:
      • Corporate Executives
      • IT Professionals
      • Small Business Managers
      • Finance Professionals
      • Sales Professionals
      • Entrepreneurs
    • Custom Segments
    • Looking for IT Professionals in the Travel industry? Or LinkedIn professionals in specific DMAs? We’ll work with you to find your specific target audiences.
  • 9. Advertising: Profile-based Targeting
    • Target segments of customers based on user-supplied profile data
    • Profile data provides higher level of targeting accuracy than “registration” data
    • Target seniority, profession, industry, company size, geography
    • Significant investment in rich, structured professional data
    Geography Seniority Profession Industry Company Size
  • 10. Platform: Our Philosophy
    • LinkedIn serves a community of professionals
    • Our members want productivity applications and applications to assist in their professional lives.
    • This leads us down a different path than other social application platforms.
    • We plan to leverage our proven monetization model to provide a compelling business opportunity for developers.
  • 11. Platform: OpenSocial Details
    • Built on Shindig (current version 0.7)
    • Leveraging existing LinkedIn RESTful APIs
    • Support RESTful server-to-serve calls
    • Sandbox available to partners in Q2
    • Public launch in Q3
    • Several key launch partners already committed
  • 12. Platform: What is Provided
    • Home, Profile & Canvas Views
    • Access to User Profile & Connection Data
    • Access to 1-1 Messaging
    • Post to Network Updates feed
    • LinkedIn Extensions:
      • Expose degree distance in Person object
      • Expose number of connections in Person object
  • 13. Platform: Application Partners
    • Currently selecting partners
    • Criteria: Productivity applications, extensions to professional profile, targeted verticals, etc.
    • We will open up over time as we build experience and support infrastructure
    • Interested developers should contact us now: [email_address]
  • 14. Thanks! www.linkedin.com/in/adamnash