Good afternoon everybody, it is my great pleasure to welcome you to LinkedIn 1st “Brand Connect” conference in Sydney.We have a busy afternoon ahead of us with speakers from different background and industries sharing their vision on how Social Media is redefining the way consumers interact with brands and marketers with their consumers.You will get the Brands point of view as well as the Agency view and they will both share with you customer examples and live feedback that I am sure will resonate with your challenges.You will also here from some of LinkedIn Most talented members of the Product team including Allen Blue co-founder of LinkedIn how Product Innovation fuels growth at LinkedIn.But to start our session, I woud like to give you a broader understanding what we do at LinkedIn and what s our vision for the future.
As you already now LinkedIn is the leading professional network globally hence everything starts with Members connecting with each other and a network of connections:
LEADING PRO NETWORK – INMAP – MOST INFLUENTIAL, EDUCATED AND AFFLUENT ON THE WEBWhat you see on the screen is a map of my professional network. A visual depiction of my 2,000+ connections; clustered in groups. On the right hand side in grey and red are connections I built when I first joined LinkedIn network late 2003 while I was still working in France in Digital Marketing for a Bank.I later moved to Hong Kong in 2005 and started an Digital Production Agency which is represented in green on the upper part of the chart, and this goes on with each colored cluster representing a company, industry or country I have done business in.And you can see that despite the diversity of industries and region I worked on, this network is quite interconnected. Each of these nodes also act has a network outside of my network. So my 1st degree connections are 2000+, 2nd degree (connections of connections), are 800K+, and 3rd degree are 15M. These networks are unique to each of our 174M+ members – growing at a rate of two new members every second, in 17 languages – making LinkedIn the largest professional network in the world. But it’s not just scale – it’s quality at scale that matters. Our users are the most influ
PROFESSIONAL - FOCUS – GREAT AT THEIR JOB
THIS WHAT MAKES US FEEL THAT WHAT WE ARE DOING IS PRETTY UNIQUE AND GETS US UP IN THE MORNING.SMALL BUSINESS CONNNECTING WITH THE RIGHT PARTNERSGROWING BUSINESSES FINDING THE RIGHT DISTRIBUTION NETWORK, PRIODUCTION CAPABILITIESINDIVIDUALS TO FIND THEIR DREAM JOBS AND BUSINESS LEADERS THEIR DREAM CANDIDATESNOW LET’S LOOKS AT IT IN NUMBERS
174m/640m/3.3bNow how do we manifest this mission and vision?.WELL IT STARTS WITH OUR Core members value propositions:AND THERE ARE 3 WAYS WE APPROACH THIS PRACTICALLY:
Identity, Insights and Everywhere.Let me double click on each of those: Everything starts with this notion of professional Identity, to ennable our members to Connect, Find and be Found to ultimately become the professional profile of record. Once we have this notion in place and we know more about our members experiences, skill and aspirations we are able to deliver on the second pillar: Insights, which is really about providing our members with business intelligence they can’t find anywhere else.And this is not just about enabling people to find their dream job, it is also to help those that already have a job they love to be great at what they do.Third and last is this notion of Everywhere: which is really based on the idea that our users should not have to be in front of their desktop to be able to extract value from LinkedIn.A very good illustration of this being our mobile offering which is by far our fastest growing consumer service at LinkedIn with now globally 22% of our traffic coming thru our mobile platforms.But Everywhere is also about enabling brands to transport and leverage some of LinkedIn asset on to their website and platforms via our API solutions and plug-ins.
BELOW ARE SOME WAYS TO DERIVE INSIGHTS FROM:YOUR LINKEDIN HOME PAGE: YOUR PROFESSINAL DASHBOARDGROUPS; A PLACE FOR TOUGHT LEADERSHIP WHERE EXPERTS SHARE THEIR KNOWLEDGEAND LINKEDIN TODAYAn ecosystem of over 1m unique publishers allowing LI member to share news and Insights with their connections on LinkedIn in just a click, that allows LinkedIn team of editors to build for each of of 174m members their personal trade publications based on what their peers and connections are reading and sharing.
Going back to MobilityA key part of our strategy, and a big part of our value proposition is mobility.. We have to work everywhere our members work and we are part of their everyday life Our expansion across platforms means that we are delivering a seamless experience – and that marketers can engage in the right way, on the right platform.
See how the usage patterns across our platforms diverge. We see a spike in the morning when traffic on LinkedIn.com – accepting connections, checking LinkedIn Today… then it trails off toward the end of the day. On iPad we see a lot of traffic first thing in the morning, with the peak later in the evening. The iPad lets us create a new experience from scratch – we took all of the assets and data and built a new user experience.To understand this, you have to see how the iPad experience is unique to mobile and PC.
We wanted a simplified way for professionals to start their day with a dashboard. [Here’s real data about my LinkedIn today.]Calendar – LinkedIn Today – All updates (Dashboard)/ Cannes Festival – Groups (Ad Age)One key area is news, highly relevant to my profession. You can flip through comments, articles, and posts that are relevant to me. Another cut of data: What are co-workers reading? Second, we connected the iPad app into your calendar. This lets me see the kinds of people I'm meeting with, profiles of those people, professional details to have a meaningful connection… great way to connect in those conversations.Finally, people news. What's happening in my network? Who's promoted? Who changed jobs? All of these events give me an opportunity to reach out.With a rich, simple, relevant iPad experience, we were the #1 app in the app store. In first 2 weeks, we had more downloads than the North America circulation of the Economist. And we are just getting started.
Data: targeting, analytics, research, insights Media: LinkedIn Ads, Display, Poll/Content Ads, Social Ads Social: Company pages, groups Integration: Plug-ins, APIsThrough LinkedIn, you and your clients can reach highly targeted, high quality audiences in the most relevant ways – and build direct relationships with the people that will drive your business; whether it is a customer, a prospect, a community.And what you will see across today’s presentations are examples of companies that have successfully LinkedIn as a platform across all 4 pillars, companies like IBM, Citi Bank and others.We let brands participate through media, but also we enable your brand to develop direct, ongoing relationships with audiences that matter most – and these relationships extend the value of the LinkedIn network to your site and across the web, on any device. We have a rich and expanding ecosystem of API’s that lets you bring LinkedIn insights into your businesses.
Olivier LegrandHead of APAC Marketing SolutionsLinkedIn@Olivier_Asia