LinkedIn Marketing Solutions inVancouver


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Designed especially for marketing leaders, this event will provide an overview of marketing in the digital landscape and actionable information about how LinkedIn Marketing Solutions can be a critical part of your company's marketing mix.

Gain unique insights from LinkedIn's experts that will help you understand how to leverage LinkedIn Marketing Solutions and seamlessly integrate them into your business.

Network with other marketing leaders to share insights and expertise.

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  • Hello, and welcome to inVancouver. I’m Gary Fearnall – the Director of Global Marketing Solutions at LinkedIn Canada.We’re here today to talk about how social solutions can drive business results and what LinkedIn is doing in this landscape. But even most importantly, sharing some research and insights that we’ve done to look at the differences in mindset across professional and personal networks with hopefully some really interesting take-aways that we’re applying to our business and we’re talking to our clients about that hopefully will be of benefit for all of you.
  • Talk about the emergence of social media.The capability of Search has been great for objective queries. You could ask search things like, “what’s the population of China?” and it would derive a great set of answers.But ask a Search engine what its favourite Chinese restaurant is, and it won’t know what to tell you.
  • This is a significant limitation. Its objective. We’ve realized that recommendations, endorsements, reviews and things that their friends told them has lots of power and value, which is where this idea of collaboration and community coming together to form rich relationships.Search can’t know what Chinese restaurant YOU would like, but your friends can.And that’s the power of social media. It’s real-time.  It’s raw.  It’s un-edited.It asks us to make our own decisions about which news to follow and which voices to marginalize.  
  • Since the Internet’s commercialized, the social landscape has changed dramaticallySince the mid-1990s the Internet has had a drastic impact on culture and commerce, including the rise of near-instant communication by electronic mail, instant messaging, Voice over Internet Protocol (VoIP) "phone calls", two-way interactive video calls, and the World Wide Web with its discussion forums, blogs, social networking, and online shopping sites. The Internet continues to grow, driven by ever greater amounts of online information and knowledge, commerce, entertainment and social networking.When it burst on the scene, portal listing were paramount to your online presence and marketing successThen, before the turn of the century, search ranking were critical to campaignsNow, since the middle of the last decade, social media has taken hold – and defines the new normGrowth continues to be astronomical, with pinterest now looking to join the ranks of facebook, twitter and linkedin
  • When we think about how this plays out, this value proposition for professionals that LinkedIn has been offering is really playing out in that our network now spans more than 200 Million Professionals globally. And we’re adding more than 2 members every second. And so when you think about the dynamic workplace and the opportunity to connect with people, it has enormous opportunities that I think for all of us you probably all feel this new pressure in your lives. And it’s really about this world of work is fundamentally transforming. And if you’re like me, there’s enormous potential to connect, there’s also, I think probably, you all feel more professional pressure than you ever have. Right? We have to all work faster. You have to make better decisions on less information. And do everything in a shorter period of time. At LinkedIn, when we work on marketing strategies or we think about positioning the business line at LinkedIn, projects that might take six months at any of my former employers, we’re trying to do in six weeks, literally. You present the plan and it’s like, “Great Alison, so cut it in half and let’s go.” So I think all of us can probably relate to that pressure. I think that’s why people are gravitating toward Social Networks in general, right, to find a common ground, find people like you, who are going through similar phases, trying to make similar decisions, and this collective power of decision-making is amazing.
  • There's absolutely no doubt that social networks continue to play an increasingly important part in many people's lives. EMarketer predicts there will be a massive 1.85 billion social network users in 2012, representing a 54% increase over 2011 figuresUser growth has slowed in countries with already high penetration rates, such as Canada, the US and the UK, but social networking fans in those areas remain engaged and active. Countries such as India and Indonesia are rapidly becoming major usage centers for social networking, particularly via mobile phones, and will each see their user bases grow more than 50% in 2012.Overall, the worldwide social network audience is enormous but by no means unified. Usage patterns are highly developed and predictable in some regions, and unstable and changing rapidly in others. And while many people use Facebook, not all social network users do - homegrown social networks still play a large role in several major markets.At some point we're bound to reach a social media saturation point, but it doesn't look like that point will arrive any time soon.
  • The pace with which new users have flocked to social networking sites has been staggering. For the first time the Pew Internet survey found that half of all adults (50%) use social networking sites.; when they first asked about social networking sites in February of 2005, just 8% of internet users – or 5% of all adults – said they used them.
  • The frequency of SNS use among young adults was stable over the last year, while usage among older users increased. Social networking sites have been very popular with young adults ages 18-29 almost since their inception. Between February 2005 and August 2006, the use of social networking sites among young adult internet users ages 18-29 jumped from 9% to 49%. During this same time period, use of these sites by 30-49 year olds remained essentially unchanged. However, as of May 2011 seven in ten 30-49 year-olds (70%), half of 50-64 year-olds (51%), and a third of those age 65 and older (33%). It is now mainstream.In fact, social networking site use among internet users age 65 and older has grown 150%, from 13% in April 2009 to 33% in May 2011. Similarly, during this same time period use by 50-64 year-old internet users doubled—from 25% to 51%. 61% of adults under 30 reported that they used a social networking site at least once on a typical day while daily usage among Internet users aged between 50-64 rose sharply, from 20 percent in 2010 to 32 percent last year.
  • Alongside personal usage, more businesses are taking advantage of the benefits social media sites can offer.A joint study by global management consulting firm Booz & Company and Buddy Media found that 96 percent of companies surveyed would be increasing their investments in social media. Content development, community management and data/analytics are the critical priorities for capability development and investment – 96% of respondents say they expect to be increasing their investments in capabilities related to social media. 57% are concentrating their efforts on hiring new people. What kinds of people investments are they making? 72% are planning to invest in creative and editorial talent; 59% are targeting community management; and 43% plan to upgrade their analytical resources.Marketers expect to increase their spending on social media; social media in turn will become a larger share of marketers’ digital spending – today 89% of respondents said social media counts for less than 10% of overall digital marketing spend. In 2014, only 45% of respondents expect social to account for less than 10% of their digital budget. 28% believe social will grow to be 20% or more of their digital budgets. 79% say funding for social media will come out of their digital budgets versus other media (e.g., TV, print, radio).
  • It’s growing because buyers are getting savvier and they’re not persuaded by advertising alone. They’re using the web, search, social networks, etc. to educate themselves on potential purchases. They’re 60% through the buyer’s journey before reaching out to brands for help on the options available. And they’re forming perceptions about brands – and eliminating brands from their consideration set – without those brands having an opportunity to share their perspective. Key takeaway: It’s growing because marketers are responding to the reality that buyers are forming perceptions about brands without those brands having an opportunity to share their perspective.------------------------------------------------------------------------------------------------------------------Content Marketing will also help your SEO efforts. For instance, Google now heavily weights social sharing and link buzz. The more engaging and shareable your content marketing is, the better your SEO rankings. Source: Brent Adamson, Matthew Dixon, and Nicholas Toman, “The End of Solution Sales,” Harvard Business Review, July-August 2012 (
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  • But when you think about how consumers are trying to keep up with social networks being at the core of how they’re connecting and getting information, it also has created a totally different landscape for how marketers and brands can connect to people. And again, with any major change, come opportunity but then some challenges. And so I think for many of us, the days of having kind of this “top-down” expectation of being able to drive a message through, and impact and drive intent is changing quickly to a much more dynamic process, where people are in and out of decision making and using social platforms to inform their decisions. Even taking, you know, from my self, I think about the decisions that I make, both personally and professionally, it looks a lot more like this dynamic circle than it does this kind of very structured process.  You know, for example, when we think about even investing in these events or partnering with research forums, we might have our list of 5 preferred vendors and people that will help us support our strategy, and we might wittle that down to two, and we’ll cast a net to some of our friends and partners and say, “hey have you worked with this firm,” or “what about this research agency,” and some other brands might come back into consideration set. So it’s not this funnel. And as a marketer you can kind of think about the amazing opportunities to intersect and play an amazing role in this journey, but you have to have a different mindset. You need to come into it thinking about, how to engage with people with the right content and insights, at the right time. And it’s this, transactional nature of always being on that’s filtered in large part by social networks; where brands can have increasingly critical role and that’s what we think is so exciting. I’m not going to say it’s simple and easy to do, this requires kind of a fundamental shift in how marketing teams are structured, how companies allocate budgets, and how team’s work together. But this circle is absolutely where we’re going and where we need to start to optimize our businesses.
  • LinkedIn partnered with TNS, a global research firm, to understand the motivations and the mindset of people when using various social networks. We surveyed more than 6000 people in 12 countries to explore why people go on each network, what content they are looking for, and what they’re expecting when they get there. And we found some interesting insights around the different emotions that people feel when networking, and how marketers can tap into that.
  • Mindset Background TNS - a sub-brand of Kantar, part of WPP’s amazing network, and we really set out to kind of dove really deep into this topic of understanding mindset. surveyed 6000 social media users in 12 countries using both quantitative and qualitative feedback,  What we did was, we had TNS researcher cast kind of a question in kind of a micro-blogging online format, kind of like an online diary. And we asked the respondents to reply to these general questions that we asked over a series of weeks. Questions like, “what social networks are you using;” “how are you technology;” “where are you in your life, personally and professionally;” “how do these platforms help you, distract you;” really trying to get to the motive of what we’re doing. And some of the insights from that qualitative research is really what drove home some of the key messages I’m going to talk about today.
  • Marketers have long understood that emotion plays a critical role in advertising success. Consumer brands have a long history of generating emotions in their advertising. In Visa’s “Go World” campaign for the 2012 Olympics, Visa used footage from Nadia Comaneci’s perfect 10 routine to evoke emotions around human achievement.In another example, BBH created the "Keep Walking" campaign in 1999 after research revealed that the most power demonstration of masculine success was not material wealth but a thirst for self-improvement. The "Keep Walking" campaign has run in more than 120 markets over eight years, with more than 50 TV adverts and more than 150 print ads, with Johnnie Walker racking up incremental sales of $2.21bn (£1.4bn) over the period.
  • Research shows that emotional advertising leads to greater ROI. In a study that compared 880 case studies from the UK national and international Institute of Practitioners in Advertising (IPA) Awards, it was found that emotional campaigns are almost twice as likely to generate large profit gains than rational ones. -- Hamish Pringle and Peter Field, Brand Immortality – 2009
  • But marketers rarely target professionals that way. According to Philip Kotler, who is widely considered the “father of modern marketing,” one of the biggest myths in B2B branding is that there is no emotion involved when targeting professionals. The fact is, professionals are still consumers, and there is a surprising amount of emotion that can drive business decisions. Source: Branding in B2B firms, Kevin Lane Keller and Philip Kotler
  • We asked these users why they use personal and professional networks and we found that emotion plays an important role in both personal and professional networks, but they are dramatically different. This may come as a surprise because many people tend to think of professional networks as job boards that are void of emotion. But we found in our interviews that there are some very deep emotions on professional networks that are very different from personal networks.
  • Emotions on personal networks are about reminiscing with family and friends, and entertainment. What people are thinking and feeling are emotions around nostaligia; it’s about having fun, and it’s also about a distraction. It’s more casual and informal. In the research, people talked about being “in the moment” and also reflective of past moments, parties, vacations, holidays. It’s passing time on personal platforms without necessarily having a clear motivation to “do” something on personal sites. “Personal networking, is usually informal and not typically used to obtain anything tangible. ” - U.S.“I social network using Twitter and Facebook, but that is purely entertainment and making personal arrangements mainly. “ – U.K. "On Facebook, you find too much unnecessary information, which sometimes make you lose focus.” -- Brazil
  • Emotions on professional network on the other hand are motivated by a sense of purpose to achieve goals. It’s about empowerment and achievement. Professional networking is much more goal-oriented and purposeful. There is also an aspirational component, where people are looking for future opportunity. The emotions are about being the best you can be, improving yourself. They’re looking for information to work smarter, and that behavior is driven by a deeply emotional desire to succeed. It’s a tool that enables professional success. Particularly for marketers who want to tap into this aspirational mindset, this is an important finding. How can marketers think about attaching themselves to these emotions as part of their messaging and a part of the tonality that they use on professional sites. “The main benefit of an extensive professional network is that we can get help in our work.” – Singapore“It is an essential part of being successful in my business. - US
  • These emotions on professional networks are just below the surface. Meaning that people come to professional networks to network with colleagues and search for opportunities, but the underlying motivation behind that behavior are deep emotions around achievement, happiness, goals, and security. This is important because companies and brands can tap into these deep emotions on professional networks and create that emotional resonance with their target audience to create a greater impact around their message.Think about when you bought your first car or when you bought your first apt or house? How were you feeling when you got that promotion you’ve been working for? Think about what you were thinking and feeling and that sense of achievement from succeeding and realising your goal. These are the feelings and emotions that come into play on professional platforms. There’s a feeling that opportunity exists through your connections and that at some point in the future, knowing someone will lead to something greater, a new business opportunity or a new skill. This is a unique opportunity for brands, because emotional advertising has been shown to lead to greater ROI. And they can tap these deep emotions on professional networks. Professionals are people too and they want to be spoken to in a relevant way that appeals to the emotional side.
  • In this quote, Jonathan Becher, the CMO for SAP, speaks on the importance of the emotional connection even for a B2B company like SAP.
  • Our second key finding is that that the top drivers for usage of personal and professional networks are quite different. Personal networks are where people go to “Spend Time.” They’re looking to socialize, be entertained and even kill time. While on professional networks people are looking to “Invest Time”. They’re working with a purpose or an aspiration. You can see the difference very clearly. Professional networks are driven first and foremost by maintaining their professional identity and reputation. They also want to make useful contacts, search for opportunities, and keep up to date for their career. In other words, people on personal networks are spending time in a very casual mindset while on professional networks people are investing time in a very purposeful mindset. What this means for you as brands and marketers is that by understanding the mindset of users on each network, you can deliver more relevant content and build deeper relationships with your audience. By matching your messaging to the mindset, you will see more favorable results.Marketers can use this insight deliver more relevant content and build deeper relationships with their audience.
  • 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.
  • When we asked users what types of brands they want to see on each network, it further confirmed the fact that people have very different expectations on personal and professional networks. On professional networks, they expect to see brands that help improve themselves professional and help them make business decisions. So they’re looking for brands that can help them be more successful in their jobs. It’s a very purposeful mindset. On personal networks, they are looking for brands that can entertain them, most likely with music and video. It’s a much more casual mindset. Both networks can serve very different purposes for marketers depending on who their audience is and the nature of the marketing campaign. But it is important that marketers understand the differences and utilize the network that fits best with their marketing strategy.
  • The power of social networks is the amplification of your message through influencers who share with their networks, and both personal and professional networks have them. However, people on professional networks are slightly more likely to share knowledge and insights with their networks because of the professional context. This presents an opportunity for marketers to give them the information and insights that they crave, which in turn can be amplified to their networks.
  • Recognize the separation between personal and professional networks and the opportunities they present for your brand. If you are only advertising on one type of network, there is a whole side of your customers’ lives that you are not reaching. Marketers can reach a new network of connections on professional networks in a trusted context. Frame how your brand helps users gain knowledge and success on professional networks.Help users accomplish their goals and show how your brand can become a part of their success.Enable professionals to help each other and create opportunities for your brand to participate.  Engage information-hungry influencers with exclusive information.Take advantage of the mindset on professional networks that users want to be first in the know and share with others. You can foster knowledge sharing and build your base of advocates to amplify your messages across networks – all in a highly targeted way.Treat advocates like an extension of your company by giving them the deepest level of education and information about your brand and even your industry. For example, utilize your internal brand education initiatives on the professional networks. Align your brand with emotion by matching your message to the user mindset – casual updates versus rich professional content. Understanding mindset is key to relevance. On personal networks, help users “spend time” by providing light, entertaining, playful content. On professional networks, help users “invest time” with deeper, more thoughtful information and insights. Create emotional appeals around achievement and success to connect with your audience in a deep and powerful way. As a result, your advertising messages will be considered more relevant, impactful, and timely. Understand the type of brand content users expect to see – coupons and discounts on personal; brand news and insights on professional. Build meaningful relationships by participating, sharing and listening.Social is a 1:1 dialogue, and just like in the real world, there is a time and place for every conversation. Treatyour brand like a person and engage in conversation and behavior that matches the appropriate mindset. By enabling professionals to share their thoughts / feelings and to help each other, and having your brand participating in the discussion, you become a meaningful contributor. By listening to the audience, you can see what the common needs/discussions are, creating an opportunity to improve your brand/product.
  • ChallengesMercedes was facing stiff competition from the BMW 3 Series and the Audi A4 in the luxury car market, and needed to demonstrate its innovation while creating a community of “hand raisers.”Specifically, the company wanted to improve perceptions and raise awareness of its C-Class car.SolutionMercedes and LinkedIn decided to associate the brand with a professional activity – in this case, managing and improving members’ LinkedIn profiles via InTips ads.The Mercedes interactive content ad allowed LinkedIn members to request brochures and test drives, and encouraged them to follow the Company Page.The Mercedes Company page allowed followers to share their experiences with the car and recommend it to other social media connections.Why LinkedIn?Ability to target affluent professionals holding senior management positions.Ability to drive traffic to Company Page creates community, increases reach of recommendations.Multiple touch points for messages from Mercedes to the right people, at the right time.ResultsInTips ads created increased engagement with LinkedIn members – generating a clickthrough rate of 0.20%.Follow ads generated a clickthrough rate of 0.77%Recommendation ads outclassed standard display advertising: created 139,354 viral impressions with engagement rate of 0.27%.12,000+ company page followers in only 5 weeksMember Quotes from Company Page“Great car! I picked up my new C-Class 2 weeks ago and it’s the nicest exec car I’ve owned. Super drive and super comfy. Great technology in it too!” –IT director, Birmingham, UK“Mercedes just gets better in its field.” – Marketing manager, Nottingham, UK
  • Connect -- technically Connect: Professional Women's Network -- is a collaboration between Citi and LinkedIn to bring professional women the best curated and original content and resources on topics that matter most to professional women.Citi Women’s Professional Group Case Study-          54K members -          ~328 members/day (Created 4/20/2012, active 139 days)Unaided brand awareness is 47% higher for Connect Group members when compared to non-group members — Non-Group: 30%; Connect Group: 44%.Fastest growing group in 2012Membership / # of days since created2.5x more engaged than avg# of discussions and comments / membership
  • And this is an example of some of the content. I think when we started the group, we felt like it would generally reflect a more senior profile of professional women. And what we found was, as the group started getting some traction and there was vitality and activity coming through the network of people being invited from around the world we found that younger women were joining just as much as some of the more seasoned women professionals who are on our platform.  So you have this really interesting mix of women entering their careers for the first times to as you can see on the upper part of the slide, a women asking for advice. She’s just coming into her career, any advice for how to think about getting started. And there are lots of threads on this with women who are more advanced in their careers adding comments of, “hey don’t do these 5 things, you know, these are my 3 big mistakes, learn from that.” And so this incredible, multi-generational exchange, going on.  Then you have the 2nd comment which is about retirement savings, so Fidelity issued some new sets of guidelines and there was this string on fire about women on the group, “have you seen the guidelines,” “how do you think about them?” And hundreds of people commenting and kind of exchanging ideas topics again that are deeply personal and really matter.
  • Citi’s Connect group became so engaged that the members organized their own offline meetup in NYC which resulted in a group of 30 professional women from various ages and backgrounds. One member mentioned she works with all men in IT, and loves the LinkedIn group for the female camaraderie and perspective. Another member mentioned that she doesn’t have co-workers or other people that she trusts for career advice, but the group fills that void for them. “What probably impressed me the most was the strong bond forged among the women, although most had only connected online a few months or even weeks ago.” – Linda Descano, CFA (from Women & Co blog)Women and Co. meetup event in NY:
  • Hello, my name is Leah Sparks and I’m your Account Executive with LinkedIn Marketing Solutions.I’m happy to be back in BC, I love the mountains. You sure are lucky to be living in a city with a beautiful landscape. I mean look at this view!! Incredible. Today I’m going to talk about how social solutions can drive business results and what LinkedIn is doing in the marketing landscape. But even more importantly, I’ll share interesting take-aways thatwill benefit all of you.
  • Some information about our audience here today.Earliest Adopter – The first person to sign up and create a profile on LinkedInMost Connected– The person with the most 1st degree connections 16,000 connectionsMost Popular– The person whose profile was viewed the most in the past 30 daysMost Endorsed – The person with the most total endorsements
  • I want to share with this map with you all, because its pretty cool. And I’m showing this map for a reason.When you come to visit LinkedIn you will see these spaghetti looking images that each of us have hanging at our desks.I became a LinkedIn member 2 years ago, been with LinkedIn for a year, and this is a visual depiction of my 1000+ connections on LinkedIn.Each dot is an individual. Each of these lines represents how I’m connected to this person, and how they are connected into my broader network.I’ve taken the liberty to label mine. LinkedIn Canada…And if you hoover with your mouse over each dot the map will actual show you who that person is.Pretty neat.Get your personalized map at the url below. Amazing to see how your network is intertwined. It’s also a great conversation starter.
  • I want to start with our vision – to create an economic opportunity for all professionals around the globe.Today LinkedIn has over 7 million professionals in Canada alone. Almost 70% of the Canadian workforce is now on LinkedIn.It is the largest professional network in the world.LinkedIn’s mission. We help companies and professionals be more productive and successful. In every stage of their development.
  • In order to do that, we’ve invested in what we call our key content properties: Our influencer’s productOur group productOur news product And our Slideshare acquisitionThese content properties deliver expert insights and help make professionals better at the job that they currently have.
  • I’d like to ask the audience a question. And the brave soul who answers this question will win some swag!As you heardin Gary’s presentation, thereis a common misconception that LinkedIn is a job site. There has been a major shift. Our members are consuming 6x more Content than Jobs.It’s clear there is value on LinkedIn beyond the job hunt.
  • Over the last couple of years, LinkedIn has become a content marketing powerhouse.We have one of the largest sources of business content on the web – period. More so than companies that have been in business for a long time, publishing business content.You can see here, that LinkedIn has 160 million unique monthly views. Even if you combine all three of these properties, LinkedIn is still king.We are now a major player in the content marketing arena.So, with that, I want to delve a little bit deeper into some of these properties.
  • I’ll start with a product that we launched a few months ago – that I love – and that’s our LinkedIn Influencers product.It allows our members to follow an exclusive group of Influencers and thought leaders who are sharing their knowledge and insights with our 200 million members. We started with 150 high-quality business luminaries on our influencers program. People like Barak Obama, Martha Stewart and Richard Branson.Collectively, these influencers have already posted thousands of original posts on LinkedIn. And these conversations are taking place across the world.
  • Influencers are able to do something special, they are able to post long form content – well beyond 140 characters – to really communicate what’s on their mind. It can be a full multimedia experience.One of the best aspects of the influencer program is that you follow real thought leaders in the business industry. People who are in executive roles today, who haven’t had the platform to communicate to a mass audience – before now.
  • And it’s not just people like Richard Branson who are business celebrities.You can read content from the CEO of IDEO, the CEO of Intuit – experts that you don’t normally hear from when they’re still in their operating roles. At the top of their game. And this is something that only LinkedIn can offer.I encourage you to check out our influencers and choose one that is of interest to you!I just started following Jim Cramer, the guy from Mad Money.
  • Groups are another core product for LinkedIn. There are now over 1.3M groups on the LinkedIn platform. There are so many, because there really is a group for everyone.
  • Looking at the names of the groups and the members within them, you see this incredible diversity.The intent of LinkedIn groups is to enable very specific conversations around your particular profession.And you see high quality conversations – most of which are very strategic and niche.
  • In this case you have a CIO asking a question around a strategy. Anyone herefamiliar with ITIL? I’m not, but that’s the point of groups. Extrodinary that the CIO network has almost 70,000 members. Most impressive is how Lou’s question about ITILgenerated 115 comments in just one month.Groups are valuable to the people who are in them, because they’re having conversations in their language. Around topics that are important to them. They are receivingadvice to help them be better at the job they have today.
  • The 3rd content property that we’ve invested in is Slideshare.The working language of business today is presentations. With the acquisition of Slideshare, LinkedIn was able to acquire the largest collection of presentations – anywhere.There are over 9 million presentations on Slideshare, providing rich content and a powerful marketing tool.
  • While the audience interested in learning about how to scale XenRackspace Cloud Servers may not be large, (again, not sure what Xen Rackspace Cloud Servers are, sounds like a Samari Ninja to me)SlideShare provided 43,000 views against this specialized, hard-to-reach target audience. Only LinkedIn can take all this content – and connect that information with the right people.
  • And, finally, LinkedIn Today. LinkedIn today is our news product, and it starts with our share button. But LinkedIn’s share button is very different from regular share button you’ve experienced. With most, you click and it shares to your network. You see news being consumed by people that are immediately connected to you.
  • But LinkedIn does one more thing – and that’s what makes it powerful.We take all the accurate and authentic data from your profile, your title, the industry you work in, what your peers are readingand serve you a tailored content experience.
  • And the information is different depending on your job. A sales director’s LinkedIn Today is different from a PR executive’s. Each has a news feed specifically targeted to them. And that’sincredibly powerful for driving tailored marketing. You can see this in action if you hack into to a friends or spouses LinkedIn today. (okay, I don’t encourage you to hack, but ask nicely) If you put the computer screens side by side, you will see the difference.It’s like receiving a newspaper made for you, allowing you to cut through the noise.
  • Over the past couple of years, with our investment in these key 4 content properties, we’ve gone from something that people think about as a place to connect to career opportunities, to one of the largest content publishers and distributors on the web.So what are the shifts on LinkedIn that caused this trend?And what’s in it for marketers? The first shift is that Linkedin looks very different.
  • We’ve spent quite a bit of effort to simplify the experience and create this rich feed-based homepage. We’ve put the content from publishersand the content from marketers upfront and center.
  • The second primary change, is the incredible amount of data that we have on LinkedIn. In example of that, is our recent endorsements product. Who is familiar with this?Awesome. So you know its highly addictive. Those of you that aren’t this is a recommendation on crack.One of my colleagues has Awesomeness listed as a skillset, and she has received over 25 endorsements.Since we rolled out this product, we’ve had 500 million endorsements. Let’s think about this. In order to endorse someone you need to go to that persons profile, find the specific skill and click. Our member have done this 500 million times. So, when you think about the vast amount of data that it takes to make a more relevant experience for our users, whether it’s news, comments or influencer posts, We areable to combine all of this data and make a highly engaging and taillored experience.And that’s the really exciting aspect of what we do.
  • And the last trend, and most certainly not the least impactful is the advance of mobile. Everyone in the room knows about the mobile trend (I hope your ringers are off). Unless your tweeting)Mobile has been key to this transition of Linkedin and Content.
  • We work everywhere our members work and we are part of their everyday.Desktop, Ipad, Smart Phone.And what we find here – usage of LinkedIn ipad vs desktop – and it shows that our members are very active throughout the day.We see a spike in the morning on ipad then it trails off as our members reach the office at 9. Then desktop use picks up.And declines when the work day ends at 5. What’s interesting to note, is the Ipad use spikes a 10pm at night, long past working hours.The move to mobilehas really been fantastic for us at LinkedIn.
  • How does a marketer take advantage of LinkedIn’s mobile ability? This is how! Get in front of the mobile audience.Our content flows across the screen and network.You can send updates to your follower base, they’ll consume on their mobile devices – and from there they can like, comment and share that content through their network providing the multiplier effect as more consume share content.
  • Why LinkedIn?Brands that engage on LinkedIn - drive relationships and superior results!LinkedIn 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 And halfof our members are more likely to purchase from a company that is more engaged with its followers. Our clients have seen success with the formula Audience + Context = Results
  • So how do marketers take advantage most effectively? LinkedIn has a proven model for successfully engaging professionals.
  • Our core Engagement framework has 3 components – Create a Presence, Attract an Audience, Engage with ContentThe first is to “Create a Presence”. How? by building your Company Page and by establishing or sponsoring a GroupThen…you want to Attract an Audience to your Company Page & Group with Targeted media like Display Ads or Follower Ads (which encourage members to Follow your Company or Group).Once they are a follower, you can communicate with them for a life, as often as you want, with whatever messaging you’d like. It’s like having your own professional database on LinkedIn.Lastly, You want to Engage that audiencewith Content How? With Company Status updates that are sent to your Followers newsfeed. And with Content Ads that enable you to embed rich media like videos or whitepapers.Or our new product that we are launching late July, which are Sponsored Status Updates that is content that goes directlyto your targets audiences news feed.LinkedIn allows your brand to engage in meaningful conversations with your target audience through a combination of paid and owned media. And all you have to do is follow these 3 steps: Create a Presence, Attract an Audience, and Engage with Content.
  • For each component, the underlying LinkedIn platform delivers Amplification, because the members’ social gestures – liking, commenting, and sharing – can be visible to their entire network.For example. If I comment on a company status update, my entire network of over 1000+ can see my comment and will be enticed to follow your company. And throughout, LinkedIn can offer rich data and insights to help marketers analyze and refine their strategy.
  • So, where does it begin? This first step is building a company page. Essentially this your mini website on LinkedIn. We have almost 3 million company pages. Who here has a company page? More importantly, who here does NOT have a LinkedIn company page?I have a little bit of work to do! First, you want to first fill out each tab. Home, which is general information about your company. It also houses your newsfeed of company status updates.Product & Services tab – which you could imagine, features information about you Product & Services, where our members can recommend them.Insights – we do the work – and provide insights into your employees.Here is an example of an optimized company page in your market. ResponseTek is one of my clients and has done a fantastic job with their presence on LinkedIn.
  • After you have your company page completed, you want to send out company status updates to your Followers (who are your brand ambassadors).Here is an example of a successful company status update from Hootsuite (again a client in your market). Hootsuite, sent this company status update about “Engaging and useful content” And in 5 days it received:15 likes, 3 comments over 3,000 impressions with their audience. Amazing.We recommend one engaging company status update a week from your company page.
  • This is a perfect example of a client that has successfully leveraged of the LinkedIn platformCathay Pacific’s objective was to increase brand awareness and to reach ppl who fly business class between US and AsiaOur Solution?• Reccomendations Ads, And Sponsored Polls – targeted to groups related to business travel in AsiaThey also used our “BusinessTraveler” Segment to reach their audience on LinkedIn. The result was a very successful campaign, high click through rates and a very satisfied customer who knew they had reached their target 1,324 responses from sponsored polls97 recommendations from Recommendation Ads
  • Here’s what Cathay Pacific has to say
  • Now lets look at the Marketing Solutions that help make LinkedIn so successful. Here is our product placemat. LinkedIn Marketing Solutions offers 3 Types of products:Core ProductsSocial ProductsAPI and Off-Platform Solutions Spanning throughout all 3 solutions is LinkedIn’s precise targeting capabilities using authentic profile data.API/Off platform applications leverages the LinkedIn platform. The members sign into an app using their LinkedIn Log-in. The member then receives a tailored brand experience that simplifies the need for them to enter additional data. More than happy to go into more depth about our products at a later time and how you can build your business on LinkedIn.
  • What’s special, is that all of our products compliment eachother. The combination of Sponsored InMail, Display, and Sponsored Updates drives incremental engagement.InMail campaigns that were retargeted to members who were recently exposed to display had 2x+ the open rate vs. a control group that was not exposed to display. In fact, we recently analyzed the results of 10 pilot customers who ran both Display and Sponsored Updates simultaneously and we found that members who were exposed to both had a 25%+ lift in CTR on their Sponsored Updates.
  • Sponsored Updates extendthe reach of your content to any target audience on LinkedIn (both Followers AND non-Followers).You also gain valuable earned reach when members like, share, or comment on your content, distributing it to their 1st degree connections.
  • Another scary looking slide. Don’t worry I’ll break it down for you.Here is what a report looks like when you advertise on LinkedIn. My clients love this incredible data. We give you deep insights on your audience and who your ad is resonating with And what’s really cool is that when you have a campaign with LinkedIn we receive this reporting bi-weekly and can optimize as the analytics come in. For example, top left … My clients have a better understanding of their audience
  • In the spirit of stats….Lets talk about BC.Out of LinkedIn Canada’s over 7 Million members.Vancouver has 536,00o membersBC has 838,000 membersNot bad BC. Remember these are educated, influential and affluent professionals. Like yourselves. That you can reach right now on LinkedIn.
  • We see BC Visitors on LinkedIn are consistently rising, 12% more unique visitors to LinkedIn month over month.
  • Over half of our BC members have a household income of over 75,000 dollars. Again, you can reach this affluent, educated and influential audience right now on LinkedIn.
  • Vancouver is really in!Vancouver members have 23% higher usage than the average Canadian member.7% higher propensity to use mobile.
  • Top industries that are most common with our BC members.ConstructionHospital & HealthcareHigher EducationReal Estate Financial ServicesAnd so on….On a side note, we have the ability to target by industry on LinkedIn
  • Most popular groups include:Social Media MarketingTed: Ideas Worth SpreadingUniversity of BC AlumniSimon Fraser University AlumniVancouver IT Professionals(to name a few)And yes, we can target members in Groups on LinkedIn.
  • Most followed companies. Many who are our clients. Education and Tech are leaders.Top 5 companies followed by Vancouver members are:LululemonAthleticaThe University of British ColumbiaGoogleMicrosoftAppleTelusBC HydroElectronic ArtsSauder School of BusinessAnd – not surprising, as you see the trend…We have the ability on LinkedIn to target by company.
  • And here are our enterprise clients on LinkedIn. I hope you recognize at least a few of these.
  • And it’s not just National clientele.We’re in BC. I could only fit 25 companies on this slide. We can scale your campaign Global, National, Local. Whatever your business need there is a LinkedIn Marketing Solution for you!And you can contact me directly for your customized campaign.
  • Thank you for your time and patience this afternoon. I’d like to bring Gary back up to the stage and open the floor to questions.
  • LinkedIn Marketing Solutions inVancouver

    1. 1. Marketing to Mindset
    2. 2. Gary Fearnall
    3. 3. Objective Queries
    4. 4. It‟s Real-time. It‟s Raw. It‟s Un-edited.
    5. 5. 1995 ----|----|----|----|---- 2000 ----|----|----|----|---- 2005 ----|----|----|----|--Portals: Be ListedSearch Engines: Get RankedSocial: Participate
    6. 6. According to Ogilvy‟s 2012 Social Media Study,while only 15% of B2B marketers reportedusing social media in 2007, by 2012 91% ofthose marketers reported using social mediaas part of their marketing strategy.
    7. 7. The world of work is fundamentally changing
    8. 8. • 60-70% of the B2B buying process in a complex sale is alreadycomplete BEFORE prospects are willing to engage with a salesperson.• B2B Sales and Lead generation are no longer simply about therelationship between prospects and sales reps. They‟re about yourbrand assets, thought leadership and emotions accessible via socialmedia, mobile and the web.• 78% say digital and word of mouth is most trustworthy source of info(Ogilvy 2012 social media study)• 37% of B2B buyers use social for perspective to help them makepurchasing decisions
    9. 9. 1.85BILLIONSocial Network UsersWorldwide by 2014
    10. 10. HALFof All Adultsuse socialnetworking sites vs.5% in 20055%50%All Adults2005 2012Source: Pew Research Centers Internet & AmericanLife Project surveys:February2005, August 2006, May 2008, April 2009, May 2010, and May 2011.
    11. 11. Social usersGETTINGOLDERMaking part of theirDAILY ROUTINE9%49%67%76%86%83%7% 8%25%48%61%70%6% 4%11%25%47%51%6%1%7%13%26%33%2005 2006 2008 2009 210 201118-29 30-49 50-64 65+Source: Pew Research Centers Internet & AmericanLife Project surveys:February2005, August 2006, May 2008, April 2009, May 2010, and May 2011.
    12. 12. Digital Spending is growing incredibly fast
    13. 13. Source: eMarketer, Sep 2012Social ad spend to increase 31% over 2012US Social Network Ad Revenues, 2010 – 2014 (billions)$1.93$2.45$3.14$4.09$5.04$0$1$2$3$4$5$62010 2011 2012 2013 201436.4%27% 28.2% 30.5% 23.1%Social network ad revenues% change
    14. 14. Source: Pew Research Centers Internet & American Life Project surveys:February 2005, August 2006, May 2008, April 2009, May 2010, and May 2011.96%96%of companiesincreasing theirsocial mediainvestments
    15. 15. Content marketing is the #1 digital marketing prioritySource: Econsultancy and Adobe, “Quarterly Digital Intelligence Briefing: Digital Trends for 2013,” Jan 10, 2013Worldwide leading digital marketing priorities in 2013 (% of respondents)9%11%24%26%30%31%37%38%39%39%0% 5% 10% 15% 20% 25% 30% 35% 40% 45%Video MarketingMarketing AutomationJoining Up Online & Offline DataBrand Building/Viral MarketingMobile OptimizationContent OptimizationTargeting & PersonalizationSocial Media EngagementConversion Rate OptimizationContent Marketing
    16. 16. Buyers AreGetting Savvierthrough decisionmaking process60%First contact with supplierDue diligence beginsPurchasedecisionConsiderationlist formulated
    17. 17. “Every day we see the power of socialmedia to power connections betweenbrands and consumers. For brandmarketers, choosing not to connect issimply no longer an option.”
    18. 18. Brand relationships have evolved, fueled by the significantinfluence of social platformsTo a dynamic customer journeyFrom top-down funnel5. LoyaltyInfluenceLoop3. Purchase4. Experience6. Advocacy1. Awareness2. Consideration
    19. 19. “Survival Skills 101 for the nextfive years will be derivinginsight ahead of peers.”–IBM CEO Study 2012
    20. 20. Insights Research at LinkedInSocial Media and Content MarketingInsight Region76% of marketers increasing focus on social USSocial ad spend increasing 31% over 2012 USConent marketing #1 digital priority GlobalB2B buyers are 60% through decision making journey before contacting supplier GlobalSocial media is #1 B2B content marketing tactic NAProfessional Mindset = Investing Time. Ideal for content. GlobalWhy LinkedIn?Insight Region200M+ members. 32% growth y/y. GlobalLI is #1 for distributing B2B content NANearly 8X more UVs than WSJ and Forbes Global44% of B2B marketers have generated leads on LI. 13% more than FB USLI B2B & B2C lead conversion rate nearly 3x Twitter and FB Not availableFollowers 2x more likely to purchase and recommend. B2B conversions 4x better than FB and Twitter US
    21. 21. Follower Insights on LinkedIn 2012
    22. 22. Using Content and Insightsto Build Relationshipsand Get ResultsThe Mindset Divide:
    23. 23. How does mindset differ on personal vs. professional socialnetworks around the world?…to learn how Personal social networks …compared to Professional networks6,000+
    24. 24. Emotionplays a criticalrole in marketing
    25. 25. EmotionalCombinedRational% of campaign strategies that report verylarge profit gains0% 10% 20% 30%source: IPA Effectiveness AwardsResearch showsthat it can lead togreater ROI
    26. 26. “Perhaps one of the biggest myths inB2B branding is that the nature of thedecision process is so rational thatemotions do not really play asignificant role.”
    27. 27. Emotion plays akey role in BOTHpersonal……andprofessionalnetworks.
    28. 28. “Personal networking is forold school buddies. Forgood oldmemories…parties.”Personal networks areabout reminiscing andhaving fun
    29. 29. “Professionally when Inetwork, it‟s for informationto do my job better.”Professional networksare purposeful andaspirational
    30. 30. Emotions onprofessionalnetworks are justbelow the surface
    31. 31. “B-to-B companies often forget they are sellingto people not big glass buildings. It doesn’tmatter if the product is soft drinks or software– creating real, human, emotional connectionsis the only way to build trusted relationshipsand inspire advocacy.”
    32. 32. Different purposes drive different mindsets“Spend Time”Professional NetworksPersonal Networks“Invest Time”Source: Q10a– Information to receiveBase: Professional SN users (5204) Personal SN users (8692)12345SocializeStay in touchBe entertainedKill timeShare contentMaintain professional identityMake useful contactsSearch for opportunitiesStay in touchKeep up to date for career
    33. 33. Companies are expected to participate on professionalnetworks“Spend Time”Professional NetworksPersonal Networks“Invest Time”Career infoUpdates on brandsCurrent affairsInfo on friendsInfo on personal interestsEntertainment updates26% higher thanpersonal123Source: Q10a– Information to receiveBase: Professional SN users (5204) Personal SN users (8692)
    34. 34. Professional networks want brands that help them improve;personal networks want brands that entertainSource: Q23 – Types of brands / products / companies would expect to see on site | Normalised data | Base: Professional (n=5204) Personal (n=8692)Higher association with„professional‟ networks15%10%5%4%6%10%…express my personality…follow personal interests…meet my entertainment needs…improve myself professionally…help me to make business decisions…gain advice / recommendationsHigher association with„personal‟ social networksI want to see brands that I use to:
    35. 35. This purposeful mindset results in more influencers onprofessional networksShare knowledgewith othersBe firstin the knowShare knowledgewith othersBe firstin the know61%65%45%39%I consider myself likely to:7% higher15% higher
    36. 36. Top 5 tips tooptimize your marketing with the right mindsetRecognize the mindset divideAlign your brand with emotionEngage information-hungry influencersFrame how your brand helps build knowledgeand successBuild meaningful relationships byparticipating, sharing and listening.12345
    37. 37. Frame how your brand helps users gain knowledge andsuccess50 followersat start240xincrease in just 5 weeks12,000 followers,5 weeks later
    38. 38. Community through content and conversation100K+ Total MembersFastest Growing Groupin 20122.5x More Engagement
    39. 39. Content that matters most
    40. 40. Online and offline relationships
    41. 41. Leah SparksAccount Executive, Global Marketing SolutionsLinkedIn Canada
    42. 42. Most Popular Most EndorsedEarliest Adopter Most ConnectedCarolineParkPerryWoodworthClaraWhyteChristineTill(LIONESS)Vancouver
    43. 43. LinkedInCanadaLinkedInAlberta ClienteleMediaProfessionalsLinkedInBC ClienteleLinkedInInternational
    44. 44. Our Vision.Create economic opportunity for everyprofessional in the world
    45. 45. InfluencersNewsGroupsSlideshare4 Key Content Properties
    46. 46. JobsJobsContent
    47. 47. 020,000,00040,000,00060,000,00080,000,000100,000,000120,000,000140,000,000160,000,000180,000,000LinkedIn CNET.comGlobal Monthly Uniques
    48. 48. Influencers1Nobel Prize Winner 2M+People Follows 1MacArthur “Genius”29 NYT Best Seller books 11 Countries
    49. 49. Groups1.3Mgroups
    50. 50. A Truckload, Trucking,Logistics, Supply Chain groupThe CIO Network groupThe CPG SupergroupThe Rotary Kiln RefractoryProblems and Solutions group
    51. 51. CIO NetworkMEMBERS67,551Lou MarcoccioA CIO and IT advisorMany CIOs are abandoning ITIL, while others use itreligiously. Is it still appropriate and why?1 month ago See all 115 comments >>
    52. 52. Slideshare9M+Content Upload
    53. 53. 43K Views
    54. 54. LinkedIn Today
    55. 55. Who‟s clickingWhere they workCompany‟s sizeIndustryTitleEducationTailored Content Experience.
    56. 56. Relevance driven by your professional profileSales directorPublic relations execVS.
    57. 57. One of theLargestContentPublishers onthe web.
    58. 58. Working everywhere our members work
    59. 59. From coffee to couch. Everyday.iPad12am1am2am3am4am5am6am7am8am9am10am11am12pm1pm2pm3pm5pm6pm7pm9pm10pm11pmDesktop
    60. 60. Content flows across screens
    61. 61. 2xmore likely topurchase andrecommend1CompanyFollowers4xbetter vs. Twitterand Facebook2B2BConversions50%are more likely topurchase from acompany theyengage with onLinkedIn3CompanyPresenceSources: 1. Client Follower research study in the U.S., 2012; 2. Hubspot study of 3,128 B2B companies in 2011; 3. LinkedInFollower Research, 2012
    62. 62. What does LinkedInscontent ecosystemmean for marketers?
    63. 63. Engage withContentAttract anAudienceCreate aPresenceCompany PageGroupsFollowersTargeted MediaCompany Status UpdatesInMailsContent AdsSponsored Updates
    64. 64. ANALYZE AND REFINEData, Insights and AnalyticsAMPLIFYFollowers, Status Updates, Plugins, Sharing,Recommendation Ads
    65. 65. Start by establishing your company presence2.8M+ Active CompanyPages
    66. 66. Send targeted updates
    67. 67. 7MM+ Professional MembersSmall &MediumBusinessProfessionalsBusinessDecisionMakersFinancialServiceProfessionalsSalesProfessionalsMarketingProfessionalsStartupProfessionalsCorporateExecutivesITProfessionalsCareerChangersProfessionalsworking atcompaniesbetween 50 and500 employeesDirectors &above at acompany of anysizeFinanceProfessionals,or those whowork in theFinancialServicesIndustryProfessionalswhose jobfunction isSalesMarketingProfessionals,or those whowork in theMarketing &AdvertisingIndustryProfessionalsworking atcompanies with1-50 employeesDirectors &above atcompanies withmore than 500employeesProfessionalswhose jobfunction is IT orEngineeringProfessionalswho havechangedpositions oremployers inthe last 60 daysJob FunctionGenderIndustry# of ConnectionsCompany SizeDMASeniorityAgeJob TitleCustomized SegmentRun of ProfessionalsInCrowdsCustom Audience SegmentsAdditional Segments Business Travelers Opinion Leaders Influencers
    68. 68. Target the customer you need to reach“We knew we needed to advertisewhere business people – and especiallythe business travelers – are going to be.They‟re on LinkedIn.”Dennis OwenVP Marketing Americas, Cathay Pacific Airways
    69. 69. Company PagesSocial Ad: Follow CompanySocial Ad: RecommendationAdsGroupsSocial Ad: Join GroupAPIs/Plug-InsCustom Executions built byLinkedIn Certified Developers(CDP)MobileiPadSlideshareBlueKaiSocial API / Off-PlatformPrecise Targeting Authentic Profile DataStandard Display Ads300x250, 1x1 textlink, 728x90, 160x600Content AdsPollsSponsored InMailsSponsored Status UpdatesCore
    70. 70. Display +Sponsored InMail 2x higher InMail open ratesDisplay +Sponsored Updates Display primes people to clickcontent 25% lift in CTR for SponsoredUpdatesAnd drive higher engagementby combining all three in a single campaign
    71. 71. Sponsored Updates deliver rich contentacross all devices via the LinkedIn feed83
    72. 72. Who Visits Your Page? Who Saw Your Campaign?Who Clicked On Your Ads? Who Viewed Your Ads?
    73. 73. LinkedIn CanadaLinkedIn Canada Members7M+LinkedIn BC Members838K+LinkedIn Vancouver Members536K+LinkedIn Internal Data as of May 2013
    74. 74. Of our 6.3 Million Unique Visitors,LinkedIn reached 748, 000 in British Columbia9902,4652081,3722,39524305001,0001,5002,0002,5003, Sites TC Digital…April 2012April 2013Y/Y Total Unique Visitors (000)668631580641 635697664601666698762 7480100200300400500600700800May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13Total British Columbia Unique Visitors (000) over 12 Months12%Increase in BC Visitorssince May 2012 &Consistently RisingSource: comScore 6/2013 CA Media Metrix Demographic Profile, BC Region
    75. 75. Half of B.C. Unique Visitors earn $75,000+$15,000 - $24,999$25,000 - $39,999$40,000 - $59,999$60,000 - $74,999$75,000 - $99,999$100,000 +– comScore Media Metrix, April 2013
    76. 76. Vancouver is In!7% Higher MobileUsage*23% Higher LinkedInToday Usage**Per Member compared to the average LinkedIn member in CanadaLinkedIn Internal Usage Data from May 2013
    77. 77. Top 10 Industries among LinkedIn BC Members3.9%3.4% 3.2% 2.9% 2.7% 2.7% 2.5% 2.4% 2.3% 2.2%0.0%2.0%4.0%6.0%LinkedIn Internal Data as of May 2013
    78. 78. Most Popular Groups among LinkedIn BC MembersLinkedIn Internal Data as of May 2013NAME Group MembersSocial Media Marketing 627,326Ted: Ideas Worth Spreading 366,570University of British Columbia Alumni 16,858Simon Fraser University Alumni 7,796Vancouver IT Professionals 7,090BC Business 6,897Linked: Vancouver 6,696British Columbia Institute of Alumni Association 5,731
    79. 79. Most Followed Companies among LinkedIn BC MembersLinkedIn Internal Data as of May 2013
    80. 80. Who‟s Advertising On LinkedIn
    81. 81. BC On LinkedIn
    82. 82. Questions?