LinkedIn is a social network for professionals with over 34 million members. It allows members to find people they know, share updates, find jobs, make business connections, and get news and advice. Advertisers on LinkedIn can use tools like company pages, targeted advertising, polls, discussions, and partnering with influencers to engage with professionals on the site. An example campaign by Banana Republic gave LinkedIn members incentives to improve their profiles and passed along the offer virally, engaging over 77,000 members.

1. Top uses of social and professional networks Types of uses and/or applications People search Check References Get Introduced Post a job Recruit Get News Get Advice Photo Sharing Recommend someone Top Friends Conduct research Super Wall Movie Tastes Bumper Stickers Compare People Send a message Super Poke Texas Hold ‘em Share Music Taste Social Professional Connecting with 1st degree Relaxation Recreation Discussion Exchanging with 1-2-3 degrees Work Research Problem solving, collaboration Modes of behavior Poke

2. LinkedIn: 34MM+ connected professionals Growing at 2MM per month or one every second Age Professional interests Education and school Title, salary and career history Relationship ‘graph’ Industry Geography Group affiliations Number and level of connections What interests someone’s network © 2009 LinkedIn All rights reserved.

3. Conversational Marketing Advertiser/partner programs Answers Polls Apps Groups Company pages Profiles Professional Targeting Events

4. What tools can advertisers use? Digg - for passive discovery and active search © 2009 LinkedIn All rights reserved.

5. Banana Republic & LinkedIn Profile Makeover Promo Thesis: An incentive based promotion can change LinkedIn member behavior / drive deeper engagement Placing a BR offer right at the point of inspiration (professional profile) could deliver business results © 2009 LinkedIn All rights reserved.

6. Banana Republic & LinkedIn Profile Makeover Promo © 2009 LinkedIn All rights reserved.

7. Banana Republic & LinkedIn Profile Makeover Promo Covered by online fashion outlets A LARGE number of Banana Republic offers delivered to, and redeemed by the exact desired target audience at store level nationally >77,000 LinkedIn members signed up to win 25 x $1000 Banana Republic wardrobes © 2009 LinkedIn All rights reserved.

8. Why did the Banana Republic Promo work? Viral pass along through Network Updates “ Patrick Crane has made edits to his profile” Kay Luo made edits to her profile, saw the BANANA REPUBLIC OFFER Mario Sundar made edits to his profile, saw the BANANA REPUBLIC OFFER Steve Patrizi checked out Mario’s profile, saw the BANANA REPUBLIC OFFER, and made edits to his profile Hannah Green checked out Steve’s profile, saw the BANANA REPUBLIC OFFER, and made edits to her profile © 2009 LinkedIn All rights reserved.

9. Mazda Light touch mass conversation © 2009 LinkedIn All rights reserved.

10. Mazda Light touch mass conversation 10x industry average response rates (at least) Well over 10,000 target audience members voting, sharing, comparing results, discussing Mazda’s product offerings Mazda ran 15 polls © 2009 LinkedIn All rights reserved.

11. What tools can advertisers use? Facebook - for viral pass along and mass attention © 2009 LinkedIn All rights reserved.

12. 137 essay-length answers to Gary Kelly’s question Viral distribution of answers to 10,000’s more LinkedIn members >100,000 visitors to the answers section, sponsored by SouthWest What tools can advertisers use? LinkedIn - for viral pass along and deep dialogue © 2009 LinkedIn All rights reserved.

13. Ways to engage your audience Interact with your customers, give them a voice © 2009 LinkedIn All rights reserved.