Initiative chicago july 31 2013


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  • Ever since we were founded in 2003, LinkedIn’s mission as been to connect the world’s professionals to make them more productive and successful. Everything we do is member first. For example, 20% of our revenues are reinvested into our member products and platform vision.Around 1,000 new products are being BETA tested by members every week, ensuring only the most beneficial make it through.
  • Today we are going to focus on Marketing Solutions, but it’s important to understand that LinkedIn is also a powerful tool for companies to find and hire the best talent as well as identify and acquire new customers. All this is achieved by our scale, social engagement on the platform and LinkedIn’s precise and authentic targeting capabilities.We are able to do this in an unprecedented way due to the convergence of two unique trends:Scalable infrastructure that connects hundreds of millions of people in milliseconds, andExtraordinary shifts in online behavior related to the way people represent their identities, build their networks and share information and knowledge. This is fundamentally changing the world in the way we live, play, and, of course, work. And that’s where LinkedIn is focused: on fundamentally transforming the way the world works.
  • LinkedIn is the most effective place to engage with professionalsLinkedIn enhances a company’s brand presence and helps to build trusted consumer relationships with high quality audiences at scale. LinkedIn enables companies to engage with professionals in unprecedented ways, e.g. seniority, functional area, type of company, size of company, geography, etc. When combined with highly effective tools -- such as the company follower model, i.e. the ability to target a company's followers with status updates, white papers, headlines, new product announcements, etc.; custom groups; and special editions of LinkedIn Today, -- LinkedIn enables companies to deeply engage with one of the most influential, affluent, and highly-educated audiences on the Web.  LinkedIn’s audience enables marketers to target at scale the highest composition of influential, affluent and educated decision makersMembers have 2X more buying power than average, more than other top 5 social media sites$83k HHI average for members in US3.9MM CXOs and VPs among our members55% of members are college grads or have post-grad degrees
  • Time on LinkedIn isn’t simply spent (as it is on other social sites). Time on LinkedIn is invested in building professional identities, seeking insights, and making connections that enable our more than 200 million members be great at what they do.We call this the professional mindset.The professional mindset clearly distinguishes LinkedIn from Facebook, Twitter, and online communities that exist primarily in a personal context.When engaged on LinkedIn, members place their focus on professional growth and advancement. As a result, our members are highly receptive to advertising, content, and experiences that can help make them more knowledgeable and, ultimately, more successful.
  • Anotherkey finding from the researchis that there is a huge difference between the content people expect on the different networks. Personal network users are looking for content and info that gives immediate gratification – info on friends, entertainment, updates on their personal interestsProfessional networks users want content that can help them build for the future – info related to their work and careers and updates from brands they are interested in. When we asked people what type of information they wanted to hear from brands/companies/products, the personal side was about hobbies, entertainment, concert updates, etc. The professional side was about how to improve yourself, how to be better in your career and in your industry, they want brands to talk to them in a relevant way to tap into this type of content.You can build relationships with professionals by sharing insights and listening.
  • Driving this increased engagement is the fact that LinkedIn has evolved into a professional publishing platform. Our members are 6 times more engaged with content on LinkedIn vs our jobs properties. LinkedIn members are investing time in content from four primary sources:Brands, 2) Thought Leaders 3) News and 4) Peers And the LinkedIn products that deliver this content are:Brands – Company Pages, Company Updates, SlideShare, GroupsLinkedIn members choose to follow the companies that they want to hear from, engage with content these companies post to SlideShare, and join Groups built or sponsored by these companiesThought Leaders – Influencers Members are getting unique content that they can’t get anywhere else by following Influencers. The Influencers program includes over 220 of the most influential thought leaders, from Richard Branson to President Obama.On LinkedIn, Influencers have become publishers virtually overnight, attracting – in the case of Richard Branson – 1.3million followers that engage with and share their content – posting hundreds of thousands of comments. (March 1, 2013) Companies have the same opportunity on LinkedIn. News – LinkedIn TodayThere are more than 40 industries and 480 news sources to follow on LinkedIn Today.Since LinkedIn Today was integrated into the LinkedIn Homepage in July 2012, traffic to 3rd party publishers is up nearly 60% Peers – Connections, Fellow Group Members Members visit their homepage and read their news feed to see what their connections are sharing. Since their connections are usually people in the same industry or function, they typically share information that is extremely relevant and useful. 
  • Brands that engage on LinkedIn drive relationships and superior resultsLinkedIn company followers are 2X more likely to purchase & recommend than non-followersLinkedIn is 4x better for B2B conversions vs. Twitter and FB, and generates 3x more leads than FB Members are nearly 50% more likely to purchase from a company they engage on LIOur clients have seen success with the formula Audience + Context = ResultsSecondaryAdditionally, LinkedIn provides companies an easy way to activate their most valuable influencers and evangelists -- their employees -- who are increasingly using LinkedIn.  By distributing relevant and valuable news and information to these employees, companies can reduce the friction inherent in traditional communication channels and can subsequently increase the likelihood that the right messages enjoy viral distribution to the right audiences.  
  • Setting the Stage: Social Transformation, Personal vs. Professional LivesSocial Media Environments MatterSocial media environments are not made equally. In our personal lives, we may use social media to share photos and videos or play games with our family and friends. Meanwhile, 90% of professionals use social media to get access to thought leadership and information they couldn’t get elsewhere (Society for New Communications Research, 2010)Three quarters of professionals rely either lightly or heavily on professional networks to support business decisions (Society for New Community Research, 2010)These differences in social media environments drive 81% of LinkedIn members to have separate social networks for their personal and professional lives (Source: LinkedIn Audience 360 US Member Study, Aug 2011)
  • Don’t forget about...Segments: Influencer Segment, Custom Segments: *Coming Soon - YUM (young and upwardly mobile) & Degree TargetingPackages: Profile Decoder, Managed Groups, iPad Sponsorship, Sponsor Your Employees, Career Changers, Sign-out Page (beta), Member Get Member (Coming Soon)
  • Initiative chicago july 31 2013

    1. 1. Building Relationships with the World’s Professionals
    2. 2. 2 Agenda Platform Overview Audience and Behavior Marketing Solutions Priority and Initiatives Discussion Next Steps 1 2 3 4 5
    3. 3. Our Mission. Connect the world’s professionals to make them more productive and successful
    4. 4. Enabling Companies to Achieve Key Objectives PRECISE TARGETING Authentic Profile Data
    5. 5. LinkedIn’s Global Footprint 225M+ Registered members as of January 9, 2013 3M + Australia 17M+ India 4M+ SE Asia 6M + Canada 70M+ USA 10M+ Brazil Europe Americas 34M+ APAC39M+ 80M+ 2M + DACH 3M + Italy4M + France 3M + Spain 3M + NL 10M+ UK 125M+ Monthly Unique Visitors 63% Of LinkedIn members are outside of the US EMEA 50M+ UAE 1M+ 1M + Sweden 1M + Belgium Global Reach at Scale
    6. 6. 1 in every 3 Professionals in the world are LinkedIn 55% 2 College grad or post grad $83K 2 Average household income Business Decision Makers 7.9M 1 Sources: 1. Internal LinkedIn data, October 2012; 2. The Nielsen Company @ Plan Rel 4 2011; 3. comScore US Media Metrix Data, September 2012 3 2xMore buying power than average Internet sites
    7. 7. 7 Agenda Platform Overview Audience and Behavior Marketing Solutions Priority and Initiatives Discussion Next Steps 1 2 3 4 5
    8. 8. 8 225 million minds. One aspirational mindset.
    9. 9. Professional NetworksPersonal Networks Career info Updates on brands Current affairs Info on friends Info on personal interests Entertainment updates Source: Q10a– Information to receive Base: Professional SN users (5204) Personal SN users (8692) LinkedIn Users are Actively „Leaning In‟ and Participating in a Professional Dialogue 26% higher than personal 1 2 3 9 “Spend Time” dd“Invest Time”
    10. 10. Content Engagement is our core 10 6XMore engagement with content vs. jobs BRANDS 2.7MM Company Pages Company Updates SlideShare Groups THOUGHT LEADERS 200+ Influencers NEWS 1.3MM Publishers LinkedIn Today PEERS 1.5MM Groups Connections
    11. 11. 11 Agenda Platform Overview Audience and Behavior Marketing Solutions Priority and Initiatives Discussion Next Steps 1 2 3 4 5
    12. 12. The value we bring to Marketers Audience Affluent, in-market decision makers Context Professional environment engenders trust and confidence Impact Network effect extends your marketing beyond the initial investment
    13. 13. ….Driving superior results 2xmore likely to purchase and recommend1 Company Followers 4xbetter vs. Twitter and Facebook2 B2B conversions 50%more likely to purchase from a company they engage with on LinkedIn3 Company Presence Sources: 1. Client Follower research study in the U.S., 2012; 2. Hubspot study of 3,128 B2B companies in 2011; 3. LinkedIn Follower Research, 2012
    14. 14. The Company Page is Core to Engaging Audiences 14
    15. 15. Job Function Industry Seniority Occupation Company Size Education / Degree Geographic Location Company Name Age Group Participation # of Connections Precisely Target your Audience Profile
    16. 16. Targeted Display Ads– Desktop & Tablet  Prominent placement  Limited competition  Clutter-free environment
    17. 17. 17  Ensure standout; just one message is sent every 60 days  Prompt user to take action with customizable response button  Encourage on-going dialogue with optional social widgets InMail lets you Speak Directly to your Audience Strong Engagement  Send a personalized message directly to a member’s inbox
    18. 18. Sponsored Polls Engage around Topics Relavent to your Company 18  Receive timely intelligence from a targeted focus group  Encourage interaction that fuels earned media  Tailor the experience with ads displayed by user response
    19. 19. 19 Sponsored Groups create a community around your Brand  Create a branded community where members discuss topics that matter to them  Influence organic discussions with potential advocates  Demonstrate thought leadership and build loyalty  Own ad space in the Group to distribute content
    20. 20. 20 Sponsored Updates Blackberry Blackberry - Sponsored Blackberry Sponsored Blackberry Sponsored  Distribute thought-leadership across all devices
    21. 21. Which plan is right for your business? • Interest and needs Which plan is right for your business? • Size and expense Custom Applications  Create an engaging personalized member experience using LinkedIn data
    22. 22. 22 Agenda Platform Overview Audience and Behavior Marketing Solutions Priority and Initiatives Discussion Next Steps 1 2 3 4 5
    23. 23. Priority Accounts and Joint Planning Analyze & Optimize Engage Followers: Post Updates Build Community: Acquire Followers Establish Presence: Develop branding assets xyzCo xyzCo Ed Franklin Grow Your Career by Following: XYZ.CO Cecile, get the latest on XYZ.CO Jobs, News & more! XYZ.CO Grow Your Career by Following: XYZ.CO Cecile, get the latest on XYZ.CO Jobs, News & more! XYZ.CO #Hiretowin
    24. 24. Thank You & Next Steps 24
    25. 25. 36% 28% 19% 17% 16% 14% 12% 10% 9% 8% 8% 6% 6% 25 Source: BE: Global 2012 459K+ BE visit LinkedIn monthly 202K+ BE visit LinkedIn daily
    26. 26. Professional and affluent audience 1Society for New Communications Research, US 2010 2LinkedIn Audience 360 Survey, US, August 2011 90%of professionals use social media to get access to thought leadership and information they couldn’t get elsewhere1 81%of LinkedIn members prefer to have separate social networks for their personal and professional lives2 3 out of 4professionals rely either lightly or heavily on professional networks to support business decisions1
    27. 27. Our Marketing Solutions All powered by our precise and authentic targeting Company Pages - Follower Updates (free) - Sponsored Content to non- followers (paid) Social Ad: Follow Company Groups - Enhanced 100% SOV Ad Units - Custom – Custom Right Rail - Managed – Custom Right Rail & Editorial Curation Social Ad: Join Group Mobile - Mobile – sponsored content - iPad – - Sponsored content - Targeted Display - Full Page takeovers Slideshare Channels, Sponsorship, Banners APIs/Plug-Ins Custom Executions built by LinkedIn Certified Developers (CDP) Standard Display Ads 300x250, 1x1 text link, 728x90, 160x600 Sponsored InMails Sponsored Polls Content Modules Exp video content modules Slideshare Content Modules Social Ads Join Group & Follow Company SocialCore PRECISE TARGETING Authentic Profile Data API / Off-Platform