This marketing plan summarizes LinkedIn's business from 2002-2012. It discusses key milestones like becoming profitable in 2009 and going public in 2011. Most revenue comes from the US, though other regions are growing. Objectives include increasing awareness, satisfaction, and traffic. Recommendations are to create a short film highlighting student benefits and localizing for China by negotiating with local firms and implementing efforts over 4 years. Expected outcomes include 585,900 new students users and $2 million in additional revenue from the student recommendation and growing Chinese users by 6 million over time.

1. M A R K E T I N G P L A N
B R I A N N E S C H A F E R , J O N AT H O N K E A R N S , N A N A M I F U J I M A K I , R E M I E L F E N G , E V O N N A TA N

2. 2 0 0 2 - F O U N D E D
2 0 0 9 - B R E A K E V E N
2 0 1 1 - I P O
2 0 1 3 - $ 2 2 6 P E R S H A R E
L I N K E D I N H I S T O RY

4. B U S I N E S S R E V E N U E S E G M E N T S
7%
22%
7% 64%
United States Other Americas Europe, Middle East & Africa Asia-Pacific

5. R E V E N U E I N L A S T F I V E Y E A R S
0
250000
500000
750000
1000000
2008 2009 2010 2011 2012
Net Revenue Cost of Revenue

6. C O S T O V E R F I V E Y E A R S B Y C AT E G O RY
$0
50,000
00,000
50,000
00,000
2008 2009 2010 2011 2012
Cost of Revenue Sales & Marketing Expenses
Product Development Expenses General & Administrative Expenses
Depreciation & Amortization

7. Marketing
Solutions
Premium
Subscription
Talent
Solutions

8. R E V E N U E $ 1 6 B N
P R O F I T $ 5 9 1 M
3 . 4 % G R O W T H R AT E
I N D U S T RY O U T L O O K

9. D I R E C T & I N D I R E C T C O M P E T I T O R S

10. 39%
61%
Male Female
C O N S U M E R S E G M E N TAT I O N
EDUCATION LEVEL
COLLEGE AND ABOVE
AVERAGE AGE
25 - 34
ANNUAL INCOME
$50,000

11. C O N S U M E R B E H AV I O R

12. O B J E C T I V E S
Increase Awareness
Increase Customer Satisfaction
Localizing Chinese Market
Increase User Traffic

13. I N C R E A S E
A WA R E N E S S
R E C O M M E N D AT I O N O N E

14. C O L L E G E S T U D E N T
H I G H L I G H T S
• 4,495 colleges and
universities in U.S.
• 18.3 million students
• 46% no LinkedIn account

15. T H E B E N E F I T S O F
L I N K E D I N
S H O R T F I L M

16. L O C A L I Z I N G C H I N E S E M A R K E T
R E C O M M E N D AT I O N T W O

17. P O R T U G E S E
S PA N I S H
E N G L I S H
F R E N C H
B R A Z I L 4 2 8 %
M E X I C O 1 7 8 %
I N D I A 7 6 %
F R A N C E 7 2 %
W O R L D W I D E M A R K E TL A N G U A G E S

18. C H I N E S E S I M P L I F I E D
C H I N E S E T R A D I T I O N A L

19. 4 Million Users Extended Users

21. E X P E C T E D O U T C O M E

22. E X P E C T E D
O U T C O M E
• Recommendation One
• 585,900 New Student Users (7%)
• 2 Million USD
• Recommendation Two
• Increase MNC users (6M)

23. T I M E TA B L E
• Increase Awareness
• 5 year plan
• With new film every year
• Localizing Chinese Market
• Negotiate with local company (1st year)
• Conduct local market research and study (2nd - 3rd year)
• Implement the marketing effort in Chinese market (4th year)

24. – G R O U P F I V E
“Thank you.”