Marketing to Today’s ProfessionalOptimizing for the New World of Work with LinkedIn DirectAds<br />Jack Chou<br />Senior P...
Pressure to perform is high.<br />Tolerance for failure is low.<br />Resources are scarce.<br />
1. Every individual is a business.<br />Job tenure is on the decline<br />Professional reputation more important than ever...
1. Every individual is a business.<br />“Right now, millions are using LinkedIn to find jobs and get ahead.<br />Do they k...
1. Every individual is a business.<br />65 million professionals<br />3million join every month<br />
1. Every individual is a business.<br />“The reason LinkedIn works so well is that most of its members already have jobs.”...
1,500,000 <br />C-level Executives<br />
1,200,000 <br />Vice Presidents<br />
2,000,000 <br />Directors<br />
4,400,000 <br />Managers<br />
2,900,000 <br />Owners<br />
12,100,000 <br />Business influencers<br />(That’s 6x the US print circulation of WSJ)<br />
You’re not selling to businesses.<br />You’re selling to people at businesses.<br />
2. Your next customer is using Social Media.<br />
2. Your next customer is using Social media.<br />Source: The New Symbiosis of Professional Networks – Nov 2009, The Socie...
The LinkedIn Profile:Where professionals manage their identity and reputation.<br />Profession<br />Seniority<br />Industr...
The LinkedIn Homepage:The professional’s dashboard for managing business relationships<br />Updates from connections<br />...
LinkedIn Groups:Where professionals share advice and find answers.<br />
Over 500,000 GroupsOver 1,000 Formed Every Day<br />
3. Your customer’s time (and your budget) is limited.<br />Don’t waste them.<br />
Lots of people have an audience…<br />
Can anyone else guarantee your ad gets in front of people like this?<br />
Business people, not businesses<br />Your next customer is using Social Media<br />Audience time (and your budget) is limi...
LinkedIn DirectAds:Audience-targeted CPC Advertising to Professionals on LinkedIn<br />
"After two months of running CPC traffic on LinkedIn, our goal conversion rate for this channel was almost 3x that of the ...
"By getting in front of a targeted audience, we were able to produce a highly converting campaign from LinkedIn."<br />Ang...
20% of total inbounds leads are from DirectAds<br />50% of paid inbound leads are from DirectAds<br />On par with paid sea...
“LinkedIn is our most cost-effective inbound marketing channel. It is increasingly critical to our business.”<br />Matt Jo...
linkedin.com/directads<br />Visit partner.linkedin.com/adtechto sign up for a special offer<br />
Thanks!<br />Jack Chou<br />linkedin.com/in/jackwchou<br />
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Marketing to Today\'s Professionals with DirectAds

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My presentation from Ad:Tech SF 2010 about marketing to professionals and LinkedIn DirectAds, including various slides borrowed from Steve Patrizi :).

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  • Today I’d like to share some perspectives on how social technologies impact the way we market to professionals.
  • Today’s professional works under very challenging circumstances:
  • When you couple these job pressures with the rise of social technologies, you get what we call “The New World of Work.” In the New World of Work, YOU as a professional are now a business. YOU, as a professional, have greater access to knowledge, insights, and expert advise than ever before. YOU as a professional are a visible part of your Company’s brand.Let’s talk about each of these for a minute.
  • People simply don’t stay with the same employer nearly as long as they used toAs a result, it’s more important than ever to manage your reputation, especially in a world where everyone and anyone can be googledYour ability, as a professional, to access information, becomes a competitive advantage
  • Marketing to Today\'s Professionals with DirectAds

    1. 1. Marketing to Today’s ProfessionalOptimizing for the New World of Work with LinkedIn DirectAds<br />Jack Chou<br />Senior Product Manager, Marketing Solutions<br />LinkedIn Corporation<br />
    2. 2. Pressure to perform is high.<br />Tolerance for failure is low.<br />Resources are scarce.<br />
    3. 3.
    4. 4. 1. Every individual is a business.<br />Job tenure is on the decline<br />Professional reputation more important than ever before<br />Ability to access information is a competitive advantage<br />
    5. 5. 1. Every individual is a business.<br />“Right now, millions are using LinkedIn to find jobs and get ahead.<br />Do they know something you don’t?”<br />
    6. 6. 1. Every individual is a business.<br />65 million professionals<br />3million join every month<br />
    7. 7. 1. Every individual is a business.<br />“The reason LinkedIn works so well is that most of its members already have jobs.”<br />
    8. 8. 1,500,000 <br />C-level Executives<br />
    9. 9. 1,200,000 <br />Vice Presidents<br />
    10. 10. 2,000,000 <br />Directors<br />
    11. 11. 4,400,000 <br />Managers<br />
    12. 12. 2,900,000 <br />Owners<br />
    13. 13. 12,100,000 <br />Business influencers<br />(That’s 6x the US print circulation of WSJ)<br />
    14. 14. You’re not selling to businesses.<br />You’re selling to people at businesses.<br />
    15. 15. 2. Your next customer is using Social Media.<br />
    16. 16. 2. Your next customer is using Social media.<br />Source: The New Symbiosis of Professional Networks – Nov 2009, The Society for New Communication Research<br />
    17. 17. The LinkedIn Profile:Where professionals manage their identity and reputation.<br />Profession<br />Seniority<br />Industry<br />Company Size<br />Geography<br />Education<br />Recommendations<br />
    18. 18. The LinkedIn Homepage:The professional’s dashboard for managing business relationships<br />Updates from connections<br />Suggested new relationships<br />Buzz about my company<br />Discussion updates<br />Recommendations<br />
    19. 19. LinkedIn Groups:Where professionals share advice and find answers.<br />
    20. 20. Over 500,000 GroupsOver 1,000 Formed Every Day<br />
    21. 21. 3. Your customer’s time (and your budget) is limited.<br />Don’t waste them.<br />
    22. 22. Lots of people have an audience…<br />
    23. 23. Can anyone else guarantee your ad gets in front of people like this?<br />
    24. 24. Business people, not businesses<br />Your next customer is using Social Media<br />Audience time (and your budget) is limited<br />How can you reach the exactprofessionals you’re looking for?<br />
    25. 25. LinkedIn DirectAds:Audience-targeted CPC Advertising to Professionals on LinkedIn<br />
    26. 26.
    27. 27.
    28. 28.
    29. 29.
    30. 30. "After two months of running CPC traffic on LinkedIn, our goal conversion rate for this channel was almost 3x that of the overall site average…. The bounce rate for all traffic coming from LinkedIn was 10% lower than that of the average for all traffic sources to the site."<br />Angela Trilli,<br />Direct Marketing Manager at IEEE<br />
    31. 31. "By getting in front of a targeted audience, we were able to produce a highly converting campaign from LinkedIn."<br />Angela Trilli,<br />Direct Marketing Manager at IEEE<br />
    32. 32.
    33. 33. 20% of total inbounds leads are from DirectAds<br />50% of paid inbound leads are from DirectAds<br />On par with paid search on a cost-per-lead basis<br />Matt Johnston, <br />VP Marketing at uTest<br />
    34. 34. “LinkedIn is our most cost-effective inbound marketing channel. It is increasingly critical to our business.”<br />Matt Johnston, <br />VP Marketing at uTest<br />
    35. 35. linkedin.com/directads<br />Visit partner.linkedin.com/adtechto sign up for a special offer<br />
    36. 36. Thanks!<br />Jack Chou<br />linkedin.com/in/jackwchou<br />

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