Linking in
to…
          Presented by Gary Slack
    to the B-to-B Marketing Committee
 of the Association of National Adv...
First, what about all of you?




                  Pop
                  Quiz
Q. What percent of you are on LinkedIn?




            77%
            or 30 of 39 people
Q. What’s the average # of connections?




      46                  60
      for all 39 of you
                         ...
Q. What’s the connection spread?
Q. # who’ve received recommendations?




         9            18
                      recommendations
                 ...
Q. # who’ve given recommendations?




        9            24
                     recommendations
                     i...
So, what is this thing called LinkedIn?
So, what is this thing called LinkedIn?
It’s burning up the networking space
Monthly Unique Visitors
                             Apr-08         Apr-07     YOY Gr...
It’s built a huge lead over b2b wannabees
The hockey stick will only get steeper

• Now at 24-25 million registered users
   – Network efforts are really kicking in
...
Who isn’t
(or won’t soon be)
  on LinkedIn?
Network demographics

•   Average age: 41
•   Average HHI: $109,000
•   College: 95%
•   Post-grad: 37%
•   HBS grads’ con...
Comparative demographics

              Ave. Age       Ave. HHI    Comp. <500   BDMs    Read Biz Mags



LinkedIn         ...
Primary uses of LinkedIn




                              As
         As                   As B-to-B
                    ...
Individuals

•   Create a highly detailed profile (branding)
•   Formalize a network of people you already know
•   Connect...
Business marketers

•   Contact discovery/database enhancement
•   Business development (direct or indirect)
•   Advertise...
Contact discovery
Contact discovery: the importance of hubs

• “Flip” Filipowski
• Adds hundreds of names
  weekly…sometimes daily
• May hav...
Business development

                       Path 1: Connecting Through
                       An Introduction (unpaid)


...
Advertising

                                    Run of Professional
                                    24 Million Profes...
In conclusion

• Fabulous platform, incredible reach and depth
   – Simplifies “discovery” of previously hard-to-find info
 ...
Thanks!
ANA LinkedIn Presentation
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ANA LinkedIn Presentation

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Hear Gary's Slack take on LinkedIn in an August 2008 presentation he gave to the B-to-B Marketing Committee of the Association of National Advertisers in New York City.

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ANA LinkedIn Presentation

  1. 1. Linking in to… Presented by Gary Slack to the B-to-B Marketing Committee of the Association of National Advertisers August 14, 2008
  2. 2. First, what about all of you? Pop Quiz
  3. 3. Q. What percent of you are on LinkedIn? 77% or 30 of 39 people
  4. 4. Q. What’s the average # of connections? 46 60 for all 39 of you for the 30 who are LinkedIn
  5. 5. Q. What’s the connection spread?
  6. 6. Q. # who’ve received recommendations? 9 18 recommendations in all
  7. 7. Q. # who’ve given recommendations? 9 24 recommendations in all
  8. 8. So, what is this thing called LinkedIn?
  9. 9. So, what is this thing called LinkedIn?
  10. 10. It’s burning up the networking space Monthly Unique Visitors Apr-08 Apr-07 YOY Growth Myspace 58,754 57,003 3% Facebook 22,482 14,403 56% Classmates Online 14,514 12,913 12% LinkedIn 8,695 1,886 361% Windows Live Spaces 7,869 8,349 -6% AOL Hometown 6,362 8,497 -25% Reunion.com 6,041 5,020 20% Club Penguin 3,806 4,073 -7% Buzznet.com 3,229 1,685 104% Imeem 2,856 1,491 92% Source: Nielsen
  11. 11. It’s built a huge lead over b2b wannabees
  12. 12. The hockey stick will only get steeper • Now at 24-25 million registered users – Network efforts are really kicking in • About 80% U.S. (for now) • More than 700,000 small-business owners • Every FORTUNE 500 company represented – LinkedIn claims C-level registration at every firm • Adding 200,000-300,000 profiles a week • 30-35 million expected by end of 2008 • 70 million possible by end of 2009 – Expansion in Europe, eyeing China • $100 million in annual sales; $1.015 billion valuation
  13. 13. Who isn’t (or won’t soon be) on LinkedIn?
  14. 14. Network demographics • Average age: 41 • Average HHI: $109,000 • College: 95% • Post-grad: 37% • HBS grads’ connections: average of 71 • Gender: 64% male • BDMs: 49% • C-Level: 7.8% • Companies <500 employees: 36% • # of LinkedIn pages viewed per session: 57 • Time spent per session: 12-24 minutes
  15. 15. Comparative demographics Ave. Age Ave. HHI Comp. <500 BDMs Read Biz Mags LinkedIn 41 $109,762 36% 47% 29% WSJ.com 47 $101,039 30% 38% 44% Forbes.com 47 $96,665 34% 40% 50% BW.com 47 $96,414 27% 38% 50% Source: @plan
  16. 16. Primary uses of LinkedIn As As As B-to-B Business Individuals Marketers Marketers
  17. 17. Individuals • Create a highly detailed profile (branding) • Formalize a network of people you already know • Connect with people you don’t know (but people in your network do) • Find and connect with people you’d lost track of • Join, upon invitation, other people’s networks • Give/receive recommendations • Ask and respond to questions (hot new area) • Research people and companies • Look for new career opportunities, clients and projects • Join affinity groups (hot new area)
  18. 18. Business marketers • Contact discovery/database enhancement • Business development (direct or indirect) • Advertise to very targeted segments • Ask business questions (a la MENG) of your network • Branding and education • Recruitment • Join professional groups • Company Groups (corporate Intranets…coming this fall)
  19. 19. Contact discovery
  20. 20. Contact discovery: the importance of hubs • “Flip” Filipowski • Adds hundreds of names weekly…sometimes daily • May have 50,000+ network connections • Probably responsible for half of my 5,652,000 network connections • Amplifier effect is huge • To do database work, find or create a “Flip”
  21. 21. Business development Path 1: Connecting Through An Introduction (unpaid) Dan Nye, CEO LinkedIn Path 1: Connecting Through InMail (paid)
  22. 22. Advertising Run of Professional 24 Million Professionals Corporate Executives 5M members IT Professionals 2.8M members 197 inCrowds Small Business Professionals 3.3M members Finance Professionals 684K members Sales Professionals 1.4M members Entrepreneurs 2M members 13M PVs 35M PVs 60M PVs 7.5M PVs 17M PVs 16M PVs Custom Audience Segments Job function Industry Company size Age Gender #connections DMA Seniority
  23. 23. In conclusion • Fabulous platform, incredible reach and depth – Simplifies “discovery” of previously hard-to-find info – Makes the world that much more transparent – Enough “killer” apps? Not yet • I’d encourage you to: – Experiment more with it personally and corporately (we are) – Invite in the LinkedIn people (Steve Patrizi and Dale Durrett) • LinkedIn still has a lot to prove – As an ad medium (will people notice and click?) – As a recruiting medium (still rudimentary next to CareerBuilder) – Can engagement be sustained beyond the novelty stage?
  24. 24. Thanks!

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