The document summarizes a presentation given at the 2009 BMA Annual Conference on how the world of work is changing and what this means for marketers. It discusses how LinkedIn started and has grown to be the world's largest professional network. It outlines five beliefs that guide LinkedIn, including that every individual is now an entrepreneur and every professional will have an online identity. It also discusses how relationships matter, the shift from information to insight, and increased global collaboration through networks.

1. Presented to BMA 2009 Annual Conference The Changing World of Work

2. Agenda A brief history of LinkedIn The beliefs that guide us How the world of work is changing What this means for marketers

3. What was the big idea behind LinkedIn? Connect the world’s professionals to make them more productive and successful

4. How did it all start?

5. How did it all start?

6. Where’s LinkedIn Today?

7. Where’s LinkedIn Today? Inbox from a trusted network Updates on projects, activities, opinions, opportunities from my trusted network Research Network Travel dashboard Live projects and status Personal branding device News & developments in my industry and what to read Key projects at my company

8. Connect & Communicate 1:1 Seek information to stay informed Manage professional identity Research Help each other Create & publish Look for opportunities / generate business Collaborate The New World of Work Increasing use of your extended network to: Manage your personal brand Tap insights Make (purchase) decisions Solve problems Help those you care about Accomplish more with less Jobs Company Pages InMail Groups Box.net Huddle Answers Give Recommendations Introductions Polls Answers People Search Manage Profile Request Recommendations Status messages Amazon Reading List Modify Profile Google Presentation Network updates News Company group PIC’s Inbox Connections Address Book Notes on Profile Forward Profiles InMail 1:1 messages TripIt

9. Where’s LinkedIn Today? LinkedIn is the world’s largest professional network > 41 million professionals > 170 industries > 200 countries > 350,000 collaborative groups Executives from every Fortune 500 company Billions of connections Billions of people searches

10. The LinkedIn Audience: The New Influencers A Younger, More Influential, Career & Education Focused And Harder-To-Find Audience Than The Leading Business Sites Source: @Plan data Dec 2008 Property Avg Age % College Grad Average HHI % Business Decision Makers % Read Business Magazines Last Month LinkedIn 41 81% $107,965 48% 29% Forbes.com 48 64% $93,730 35% 48% WSJ.com 49 71% $101,574 39% 43% BusinessWeek.com 47 68% $95,781 42% 53%

11. Five Beliefs That Guide Us Every individual is now an entrepreneur Every person will have an online professional identity Relationships matter The change from information to insight More open collaboration on a global level

12. 1. Every Individual is Now an Entrepreneur Source: Federal Reserve Bank

13. Job tenure on the decline Greater global competition / availability of labor Increasingly disruptive technologies Greater movement between professions and industries Greater access to information We are more like a small business Our name/reputation = our brand Our salary(s) = our revenue Our intellectual property = our advantage Our online profile = our business listing Our network = our R&D, marketing department, sales team 1. Every Individual is Now an Entrepreneur

14. Be the entrepreneur of your own life – you are an economic and civic entity Do not take the world as you find it - figure out how you want it to be, and do something about it - go create something that wasn’t there before Take intelligent risks - distinguish between ‘painful’ risks and ‘mortal’ ones - taking the right painful risks can lead to wonderful results Take the road less traveled - increase the likelihood of discovering or making something interesting Plan for luck, both good and bad - stay alert for opportunities you find, and jump on them - understand painful risks you’re taking, and develop contingencies …and do all of this as individual, not as a powerful corporation with infinite resources Reid Hoffman, Founder & CEO, LinkedIn 1. Every Individual is Now an Entrepreneur

15. 2. Every Professional Will Have an Online Profile Top of search results Competitive edge against ~70% of white collar workers Professional accomplishments Career history, education, associations, certifications, industry geography, passions and skills Recommendations Contributions Customizable content – presentations, case studies, reports, reading lists

16. New Oracle CFO search Jeff Epstein had been Doubleclick’s CFO in 2002 Jeff’s LinkedIn profile cataloged a rich internet history How Oracle’s exec search firm found him People with an online profile have had an advantage Now, people without a profile are at a disadvantage 2. Every Professional Will Have an Online Profile

17. 3. Relationships Matter – The Business of Karma The ‘Small Good’ Do something for someone else Can take you 45 seconds Can have a very positive impact for someone else Professional reputation isn’t just about your achievements, it’s about your contribution

18. 3. Relationships Matter – The Business of Karma

19. 3. Relationships Matter – The Business of Karma What other way can you know enough about your network, in order to quickly provide…

20. 4. The Change from Information to Insight “ I need to better understand and act on social media advertising”

21. 4. The Change from Information to Insight “ I need to better understand and act on social media advertising” Information Insight What your industry peers have to say about it What industry experts have to say about it What industry thought leaders have to say about it What your industry peers are most focused on

22. 5. Increased Global Collaboration People here in companies < 50 employees? Fact : there are more smart, informed experts outside your company than there are inside People here in companies > 5000 employees? Fact : there are more smart, informed experts outside your company than there are inside

23. Henk Van Ess in Holland Consulted LinkedIn Answers on how to extend battery life of iPhone 3G Chinese battery supplier responded -> transaction Henk published ‘teaser’ LinkedIn status message Started receiving orders Became supplier to Chinese Battery company Developed “3G Juice” product Launched a company 5. Increased Global Collaboration

24. Larger companies: Don’t know what they know Don’t know who they know AKQA, a tester of LinkedIn Company Groups needed to find prior expertise in servicing broadcast media clients Amsterdam queried 350 colleagues worldwide Found expertise & experience in US, UK Secured new business 5. Increased Global Collaboration

25. Ideas for Tomorrow The internet has changed forever. So, as b2b marketers… How will we set up professionals to be successful in their careers? How will we build relationships with them as individuals, not companies? How will we embrace the ubiquity of online profiles? How will we put a face to our brands? How will we form authentic, lasting connections? How will we leverage the scale of networks to develop relationships, with no immediate sale in sight? How will we authentically leverage the increasing reliance by professionals on networks for collaboration?

26. Ideas for Tomorrow How will we set up professionals to be successful in their careers? How will we build relationships with them as individuals, not companies? How will we leverage the scale of networks to develop relationships, with no immediate sale in sight? Form lasting connections with customers, prospects (1 st degree) Track their projects, needs (Network Updates) Volunteer ideas, support, content, insights (News sharing, introductions, status responses) Bring them together to solve problems collectively (branded, moderated groups)

27. Ideas for Tomorrow How will we embrace the ubiquity of online profiles? How will we put a face to our brands? How will we form authentic, lasting connections? Make your people your advertising message Increase your company’s reputation and credibility through your great people Recommend your customers Have your customers recommend you Authenticity: Who recommends this person? How am I connected to them?

28. Ideas for Tomorrow How will we authentically leverage the increasing reliance by professionals on networks for collaboration? Locate the at-scale conversations Get your thought leadership into the conversation Develop the conversation, take it somewhere

29. Thank you

30. Who is on LinkedIn? Source: Research Firm Anderson Analytics, Oct. 2008