The CMO Survey - Highlights and Insights Report - Spring 2024
LinkedIn's Marketing Solutions
1. 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
Members
The world’s largest professional
network
1Source: comScore data as of Feb 2013 1
144
87
53
31
16741
32% Growth in monthly
users y/y
Growth in page
views y/y57%
238M+
Global 238M+
N America 84M+
EMEA 74M+
APAC 36M+
LATAM 28M+
200
2. 225 million minds.
One aspirational mindset.
2
1 – The Mindset Divide research study, TNS, September 2012
Top 3 types of content expected1
Spend Time
Personal Networks
Info on friends
Info on personal interests
Entertainment updates
Invest Time
Professional Networks
Career info
Updates on brands
Current affairs
1
2
3
3. Content
is our core
3
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
4. One of the most affluent audiences
on the web
4
104
112
214
Twitter
Facebook
LinkedIn
Buying Power Index
Source: comScore 12/2012 US Plan Metrix, adults 18+ comScore, 9/2012
41%HHI of $100k+
32%Higher than Facebook
Editor's Notes
In addition to this difference with other professional publishers, there’s also a key difference compared with personal social networks. Time on LinkedIn isn’t simply spent. Time on LinkedIn is invested in professional development.We call this the professional mindset.The professional mindset clearly distinguishes LinkedIn from Facebook and Twitter, which exist primarily in a personal context.The professional mindset is aspirational, members are thinking about how to achieve their ambitions and provide a better life for their families. As a result, our members are highly receptive to advertising, content, and experiences from brands that can help make them more knowledgeable and, ultimately, more successful.
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.
