Nick Halfhill's SMDL final! Linked-in

1. Linked-In A digital marketing communications campaign

2. Company Overview Linked-in has become successful utilizing the social media networking experience for the use of professionals, and it has done so in a way that is easy to use and incredibly efficient. Type - Privately Held Company Size - 1001-5000 employees Website - http://www.linkedin.com Industry - Internet Founded - 2003

3. Services Create, manage, and share their professional identity online Build and engage with their professional network, access shared knowledge and insights, and find business opportunities. Provides members with tools to search, connect, and communicate with business contacts, learn about career opportunities, join industry groups and research organizations.

4. Competitive Landscape Very popular for successful and driven individuals. Used widely by technology industries Larger companies employees and executives Not Facebookor Twitter - very simple and does not allow heavy personality or customization Not Careerbuilder or Monster - has a heavy social component.

5. Key facts Use executive popularity as foothold in developing a digital campaign to attract a new target. Main users are young people within educational communities and larger company’s workers and executives.

6. Targets Small growing industry entrepreneurs and local workers. Rural geographical locals outside major cities and college campuses.

7. strategy Use executive popularity as foothold in developing a digital campaign to attract a new target. Attract smaller income and smaller business users by implementing a digital campaign that will focus on industry specific bloggers, online publications and search engine advertising and optimization.

8. Bloggers Target small business workers and owner bloggers and build personal relationships with opinion leaders. Create a dashboard for Linked-in that will gather website hits and track comments and mentions on major user blogs or industry specific publications.

9. Online Industry Publications Target industry specific online publications Bloggers- Build personal relationships with opinion leaders to target small business workers and owner. Banners- Advertise on small to medium size industry service websites (B2B essentials)

10. Google Tools Google Adwords and Analytics to gather interest based on specific target industry keywords. Ex.) Farming industry – gather info on networks around area for possible farm relationships and sales. Keywords- Farm equiptment, tilling equiptment rental, etc. (by region)

11. Measurement Measure brand conversation online via dashboard. Measure direct traffic back to Linked-in using from Adgroupsand blogging network. Set and follow regimented benchmarks within a years timeline. Allocate budget to different industry publications and blogs as we see the most interest from impressions.