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Linked in presentation_sydney

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  • The world is now social and connection is vital
  • Mission - Connect the world’s professionals to make them more productive and successfulVision - Create economic opportunity for every professional in the worldThe Internet has transformed how information is created and accessed, and how people connect and collaborate. As a result of this global phenomenon, the way the world works is fundamentally changing. Professionals need to be more responsive and make faster and better informed decisions to perform in an accelerated business environment.  Enter LinkedIn. There is now a single, global community of professionals from which a magical new data asset emerges. With more than 200 million professional members representing companies in more than 200 countries and territories, LinkedIn is the world’s largest professional network on the Internet. These millions of professionals are adding information to their profiles, sharing important insights, and building their networks every day on LinkedIn.
  • This mission statement manifests in our member value proposition and is the core focus for LinkedIn And the value we deliver to our members is 3 fold Identity: Maintaining their professional profile of record and networking with other professionalsInsights: finding insights to be better at what you doEverywhere: Working where ever you workAnd this is what keeps our members coming back every day.
  • Our founder Reid Hoffman said that you need to be your own CMO. You need to take control of your professional identity and build your professional brand. What will get you somewhere is being able to access the information you need, when you need it. In his book – The Start up of You - which on its debut day was the No. 1 hit on Amazon, he says “All humans are entrepreneurs.” Even if you never start your own company, you’re still the entrepreneur of your own life.The book explains how you have to treat your career as you would a start-up company. I would encourage you to get a copy of it as it gives some great insights on how you could develop BrandYou.
  • LinkedIn is a developing a professional content ecosystem that members are taking advantage of discover and share professional content. Our global influencer program, which features two Australian influencers – Naomi Simson, Red Balloon and Matt Barrie, Freelancer.com has seen strong success. These influencers are creating original content that our members can gain insights from on LinkedIn.LinkedIn acquisition of SlideShare and its integration with the platform is helping our members position themselves as experts and share more content.There are more than 1.3 million unique publishers actively using the LinkedIn Share button on their sites to send content into the LinkedIn platform. LinkedIn members are sharing insights and knowledge in more than 1.5 million LinkedIn Groups.
  • 3rd Party PublishersOn The LinkedIn homepage, members can easily see what is being read and shared within their trusted network. LinkedIn Today brings together original content from the leading professional publishers around the world.Influencer ContentMembers can follow and get wisdom around 300 hundred of the world’s leading business, policy, and management leaders through the LinkedIn Influencer program. Member ContentFor our more than 200 million members, we offer products and services that let them Publish and Share the professional knowledge that is most meaningful to their industries and functions. Whether it’s a Status Update, a click on an InShare button on a business news site, a comment on a colleague’s post, or a rich media presentation posted to SlideShare, LinkedIn helps professionals use Content to burnish their professional reputations and profiles.  We also offer products that help them Discover the most relevant content to them. Company ContentFor brands, LinkedIn offers the ability to target and build meaningful relationships with the world’s most influential, affluent and educated audience on the Web. Professionals crave relevant insights, and because they are in a professional mindset when on LinkedIn, they expect to receive useful information from brands. Brands can leverage several products on LinkedIn, including Company Pages and Targeted Status Updates, Managed Groups, rich-media SlideShare Ads, (and SPONSORED CONTENT WHEN IT LAUNCHES) to build effective native advertising campaigns.
  • We want LinkedIn to work everywhere our members work and no longer expect our users to be tethered to their desktops or LinkedIn.com. LinkedIn app is available on iOS, Android, Windows Phone and also the recently launched BlackBerry 10 platform.Our iPad App enables you to integrate your LinkedIn network with your calendar so you can have a meaningful conversation with a person you are meeting rather than just talking about the weather.In the fourth quarter of 2012, an average of 27 percent of unique visiting members came through mobile apps, versus just 15 percent a year ago.
  • These three functions are absolutely central to the success of any enterprise, large or small. Traditionally, they’ve been viewed as separate functions with unique requirements. But fundamentally, these functions have more similarities than differences.  Whether it’s finding the right talent; engaging the right professional with the right brand message; or making the sale, the needs are the same. You have to be able to 1) identify the right person b) engage them with content that is compelling; and 3) spur them to an action. This is what LinkedIn enables, better than anyone else.  LinkedIn has already fundamentally revolutionized how companies find talent. As the three core business functions of Hire, Market, and Sell converge, LinkedIn’s core data assets of millions of professional profiles and the graph of how they are connected to each other will be a critical tool to help companies succeed at all of them.
  • Context: The University of Queensland Business School is a leading Australia intuition with global recognition. Sir Richard Branson has partnered with the university to take an active role as a panelist at the university’s flagship business event and Q&A session on May 9th. Challenge:The universities digital agency, Zenith Optimedia, approached LinkedIn to help:Promote the eventDrive registrationsSupport a competition to find a 5th panelist to sit alongside Sir Richard. Solution:Utilizing LinkedIn ads and a customized integration with the universities own website LinkedIn developed a smart solution which helped leverage Sir Richard’s endorsement of the event at scale in a professional context. The ads promoted the event itself and drove the engaged members using the LinkedIn platform to register and select those in their network that they thought would be a good panelist. Auto population of the fields in the registration and nomination forms meant that members had low barriers to entry. The subsequent activity on LinkedIn around the event showed up in member’s news feeds and further drove awareness and participation. Results:Still not finished, the campaign on LinkedIn is deemed a high success delivering above and beyond initial expectations for registrations and panelist nominations.  The university is in the process of selecting the 5th panelist from over 100 nominations and is overwhelmed with the high caliber of entrants delivered by LinkedIn.   For reference: Other campaign promotion included: The universities magazine (Momenum) – an insert in The Fin ReviewMediaiOutdoor at the airport

Linked in presentation_sydney Linked in presentation_sydney Presentation Transcript

  • LinkedIn Confidential ©2013 All Rights ReservedTransforming the way the world worksApril 2013
  • MEMBERS WORLDWIDE+2 NewMEMBERS PER SECOND23rdMOST VISITED WEBSITE GLOBALLY200M+
  • ProfessionalPublicPersonal
  • EverywhereWork wherever ourmembers workInsightsBe great at whatyou doIdentityConnect, find, andbe found
  • 5Be it a career or asolo business, youare your own CMO“ “Reid Hoffman, LinkedIn founder
  • InsightsLinkedIn Confidential ©2013 All Rights Reserved 6“The benefit of LinkedInfor me is content. There’slots of rich content….”Andy LarkChief Marketing and OnlineOfficer, Commonwealth Bank Australia
  • LinkedIn Confidential ©2013 All Rights Reserved 7
  • Insights8
  • 9Content Ecosystem onLinkedIn3rd Party PublishersMember ContentCompany ContentInfluencer Content
  • Everywhere10
  • HireEngage the world’sbest passive talentSellEngage the world’sdecision makersMarketEngage mosteffectively withprofessionals
  • Leveraging LinkedIn to reach millions ofprofessionalsLinkedIn Confidential ©2013 All Rights Reserved
  • Leveraging LinkedIn to reach millions of professionals13
  • “By leveraging LinkedIn’s data integration tools andcomprehensive member insights, we’ve been able to engagewith exactly the right professional audience to run a highlysuccessful campaign to drive registrations and panelnominations”LinkedIn Confidential ©2013 All Rights ReservedSamantha KennerleyDirector of Marketing & External Relations
  • Questions?
  • Transforming the way the world works.