The Big Three Network Dynamics Who I am as a professional Highlighting my experiences and career Social Professional aspirations Professional activities Who am I as a person Ways of sharing life experiences and belonging to a tribe Broadcast Friends based activities This is what I am thinking My voice to the world Without any context other than what I choose @katlen @meetdux #BL43 #wpc12
16 1 22+ MillionMillionMembers 11+ Decision Makers Million6+ Owners and VPs 2.9+MillionDirectors Million CxOs
The Context Platform Connections Killer App Status, Friends, Family & Social Utility Social Gaming & Colleagues Photo Sharing Public Fans & Real-time Communications Followers Micro-blogging Professional Colleagues & Business Professional Identity, Network Contacts Connections & Insights @katlen @meetdux #BL43 #wpc12
The Era of the “Social SalesProfessional” Reputation Relevance Relationships @katlen @meetdux #BL43 #wpc12
Transform Your Career and Business Identity Rolodex, Resume, Connect, find and be found Business Card LinkedIn Profile, Address Book, Search Insights Newspapers, Be great at what you do Trade Magazines, Events Homepage, LinkedIn Today, Groups Everywhere Work wherever our members work Desktop Mobile, APIs, Plug-Ins @katlen @meetdux #BL43 #wpc12
Pay-per-click Advertising Ads appear on prominent pages on LinkedIn Reach over 100 million professionals on LinkedIn Highly-targeted advertising allows you to reach an exact audience Self-service online management interface Ads are shown throughout the LinkedIn site Pay per click (CPC) Real-time auction-based ad system Formerly called LinkedIn DirectAds @katlen @meetdux #BL43 #wpc12
LinkedIn Ads Case Study:uTest generates 50% of its paid leads “LinkedIn is our most cost-effective inbound marketing channel. It is increasingly critical to our business” -Matt Johnston, VP of Marketing at uTestWhy LinkedIn• Most effective way to target and reach a professional, sophisticated audience• People are in a "work" state of mind, not casually surfing the web• Easy to re-use online ads from other systems Results • Nearly 20% of total inbound leads from LinkedIn • 50% of paid inbound leads come from LinkedIn • On par with paid search on a cost-per-lead basis • Hundreds of qualified leads each month
Step 1: Create an ad through an onlineinterface 50x50 Pixel Image Headline & Description Visible URLLinkedIn Member or Any Company Create and test up to 15 ad variations per campaign Depending on placement, some ads will appear without the image on one single or two lines Get reports on clicks to your ad as well as clicks to your LinkedIn member or Company page
Step 2: Select your target audience Geography Newish! Industry Companies by name Company size Newish! Job Title Job Function Job Function Newish! Seniority LinkedIn Groups Gender Age
New from 2011: 3 Targeting Options Newish!Newish!Target by Job TitleNarrow your audience to people ofcertain job titles. Newish! Target by LinkedIn Groups Choose from thousands of interest-based and profession-based groups.
Step 3: Set budget and bids Example Target Audience Number of Members Example Bid Corporate Executives at Large Enterprises 711,974 $2.81 per click Owners of Small and Medium Size Businesses 497,129 $2.71 per click All LinkedIn Members in the U.S. Over 43 million $2.62 per click Campaign Minimums: $10/day daily budget, $2 minimum CPC bid After you select your target audience, LinkedIn Ads will show you a ‘Suggested Bid Range’
Step 4: Track results and optimize Online campaign management and reporting interface View reports showing your clicks, impressions, and costs Compare click-thru-rates of your ad variations
LinkedIn Ads - FAQs•A: Companies in the following industries are seeing success: Software, Internet, Telecommunications, Financial Services,Higher Education, Recruiting, Business Services, Pharmaceuticals, and Event Management.•A: No, certain inventory is allocated to LinkedIn Ads campaigns and these campaigns compete against each other basedon bid and ad quality•A: LinkedIn Ads requires a credit card for billing. At this time, we only provide monthly invoicing to advertisers who meet acertain spending threshold: $3,000 spend per month for 2 consecutive months.•A: Small text ads. You have the option to include an image. Some placements will display the image along with the text.•A: No, certain placements on highly-visible pages are allocated to LinkedIn Ads advertisers and advertisers compete in areal-time auction for those spots.