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- 1. 1
- 2. The team MARKETING SOLUTIONS 2
- 3. Agenda LinkedIn Member Story Engage the influential Where are you now? Marketing Solutions Q&A MARKETING SOLUTIONS 3
- 5. Enablement Olivier Legrand MARKETING SOLUTIONS 5
- 7. Our Mission Connect the world’s professionals to make them more productive and successful MARKETING SOLUTIONS
- 8. Our Vision Create economic opportunities for the global professional in the world MARKETING SOLUTIONS
- 9. Huge global opportunity in members 175M+ 1 LinkedIn Members 2 640M+ Worldwide Professionals 2 3,300M+ Worldwide Workforce 1 As of Feb 9 ’12 | 2 International Planning & Research MARKETING SOLUTIONS
- 10. The values we bring to our members Identity Insights Everywhere Connect, find and be found Be great at what you do Work wherever our members work MARKETING SOLUTIONS
- 11. Insights Be great at what you do 1M Unique Publishers MARKETING SOLUTIONS
- 12. Seamlessly across devices MARKETING SOLUTIONS
- 13. Everywhere That works where you work MARKETING SOLUTIONS
- 16. LinkedIn’s audience of professionals is one of the most influential, educated and affluent on the web 4.2M 71% 2 1 CXOs and VPs College grad or post grad $86K 3 Average house hold income Sources: 1 US internal LinkedIn data, March 2012 2 LRN member survey, September 2011 3The Nielsen Company @ Plan Rel 3 2011 MARKETING SOLUTIONS
- 17. How Do C-Level Executives Use LinkedIn? Connect & Communicate 79% Network with other professionals Research People & 77% Learn about what other colleagues are doing Companies Professional Insights 69% Stay up to date on industry discussions Seek Career 10% Maintain professional identity Opportunities LinkedIn Internal Data – Region - Global Percentages only for active members in June 2012 MARKETING SOLUTIONS
- 18. C-level executives are more likely to follow companies and actively engage on LinkedIn More like to follow a company other 63% than their own More likely to be a member of our influencer 60% segment CXOs are on average members of 33% 33% more groups LinkedIn Internal Data – Region - Global Percentages only for active members in June 2012 MARKETING SOLUTIONS
- 19. Members in APAC use LinkedIn to: Connect & Communicate 73% Network with other professionals Research People & 71% Learn about what other colleagues are doing Companies Professional Insights 65% Stay up to date on industry discussions Seek Career <20% Maintain professional identity Opportunities Percentages only for active members in August 2012 MARKETING SOLUTIONS 19 LinkedIn Internal Data
- 20. With a higher propensity for business travel 25% 22% 20% 19% 15% 15% 14% 14% 11% average 12% 10% 5% 0% LinkedIn Facebook Twitter FT.com WSJ.com Economist Source: TGINet Europa, 2011 r2 MARKETING SOLUTIONS 20 Base: All Internet Users GB, F, D, ES
- 21. Frequent and extremely profitable travelers ...and they travel in style: LinkedIn members are over 2x more likely than the average to have 3x more likely to travel in business class for business travelled 4+ times for business in the last year... 2x more likely to travel in business class for leisure Source: TGINet Europa, 2011 r2 MARKETING SOLUTIONS 21 Base: Linkedin members GB, F, D, ES
- 22. Travel influenced by a variety of factors LinkedIn members say: Leisure travel more likely to be influenced by.... Frequent Flyer Schemes Business travel more likely to be influenced by.... Index 184 Price Index 136 Convenience of Timings Index 218 Company Policy Inflight Comfort/Service Index 215 Index 147 Personal Recommendations Index 163 Source: TGINet Europa, 2011 r2 MARKETING SOLUTIONS 22 Base: Linkedin members GB, F, D, ES
- 23. Audience Influential about travel and influenced by others 49% of LinkedIn 66% of LinkedIn business travellers business travellers say consider themselves other peoples’online ‘travel influencers’ – opinions help them likely to convince others make decisions about about travel major purchases Source: TGINet Europa, 2011 r2 MARKETING SOLUTIONS 23 Base: Linkedin members GB, F, D, ES
- 24. Business travellers utilising the power of LinkedIn 2x more engaged than the average member 72% follow at least one brand on LinkedIn 30% more inclined to follow travel brands 3x more likely to engage with status updates Source: LinkedIn Internal Data MARKETING SOLUTIONS 24 Base: UK Business Travellers on LinkedIn
- 25. Where are you now? 25
- 26. Where are you now? A compelling idea, leverage-able content and a great asset http://www.slideshare.net/OgilvyWW/unearthing-shangrilas-big-ideal MARKETING SOLUTIONS 26 http://www.youtube.com/watch?v=Br1JqG6trxo
- 27. Where are you now – an amazing idea exemplified across digital Delivering relevance around the world – global page linked to local hotel pages Solid content strategy – regular posting of great, frequently liked and commented content Conversation and offers – a platform for distribution of consumer offers On Facebook, content and offers delivered to 198,052 total likes, with 21,711 people talking about this – with the most popular age group being 25-34 year olds How can we leverage these strong social media principles in the minds of business travelers on LinkedIn? MARKETING SOLUTIONS 27
- 28. Where are you now? Embracing mobile Shangri-La app – making trip planning and managing Golden Circle membership much more convenient Shangri-La.com – responsive design principles employed for a positive user experience on iPad How can we promote these among LinkedIn’s business travelling audience? MARKETING SOLUTIONS 28
- 29. Where are you now on LinkedIn? Your LinkedIn company page consists of 14,000+ engaged followers, of which: – 3,000+ are Directors, VPs or CXOs – and those that are likely to travel on business – 3,500+ are employees who have their profiles viewed 13,000+ times per month – powerful tools for advocacy – A global follower base, led by China, India, UAE, and the US MARKETING SOLUTIONS 29
- 30. Who is following you? MARKETING SOLUTIONS 30
- 32. High Impact Display Media Easy to place. Hard to miss. Prominent placements above the fold One ad on the page Rich media enabled Not a part of any ad networks 300x250, 160x600, 728 x90 and textlinks MARKETING SOLUTIONS 32
- 33. Targeting Beyond Demographics Function, Seniority, Location, I ndustry, Company Size Education, Interests, Groups MARKETING SOLUTIONS
- 34. LinkedIn Groups Ability to target users who are member of specific groups. MARKETING SOLUTIONS
- 35. Custom Groups Cultivate long-lasting relationships Group Name Robust membership-driving Are you on the way to a financially secure retirement? program What are your clients looking for in today’s market, protection or growth? If you have a retirement plan at work, do you believe that participating Over 1M Groups exist in it is one of the best ways to save for tomorrow? 1.5M Group memberships If you have a retirement plan at work, do you believe that participating in it is one of the best ways to save for added every week tomorrow? Are you on the way to a financially secure retirement? If you leave your job or are close to retirement, how can Prudential Retirement can help you protect your wealth. MARKETING SOLUTIONS
- 36. LinkedIn Group Ads Attract and engage your precise targeted audience •Boost membership by reaching targeted professionals •Personalized to each viewer based on their network connections • Provide Group information and context Featured Discussion: “Interesting article from Financial Advisor Magazine that begs the question, what firm is prepared to throw the proverbial hammer…” Join Group Ryan Roslansky and 4 other connections joined. MARKETING SOLUTIONS
- 37. Content Ads Leverage Innovative Content & Messaging to showcase thought leadership Leverage innovative units to distribute content to desired target audience Connect activity across all social platforms (YouTube, Twitter, blogs, etc.) MARKETING SOLUTIONS
- 38. Sponsored Polls Drive and sponsor conversation Drive member conversation Enjoy flexibility with questions Display dynamic ads on results page Ability to share virally MARKETING SOLUTIONS
- 39. Partner Message Your message delivered to your specific prospects Extensive targeting capabilities Ability to share virally Members only receive (at most) one Partner Message per 60 days MARKETING SOLUTIONS
- 40. Company Pages Establish brand presence on LinkedIn MARKETING SOLUTIONS
- 41. Social Messaging Follow Company and Recommendation Ads Gain more followers to your LinkedIn Company Page Drive recommendations to promoted products/services Actions become viral within network update stream MARKETING SOLUTIONS
- 42. Power and Accuracy of Professional Profile Data Who Visits Your Page? Who Saw Your Campaign? Who Clicked On Your Ads? Who Viewed Your Ads? MARKETING SOLUTIONS 42
- 43. Shangri-La And LinkedIn 43
- 44. Summary – a holistic partnership Social Activation Conversation & Engagement Brand Messaging Partnership Foundation Thought Leadership Analytics/Research Technology/Product Integration MARKETING SOLUTIONS 44
- 46. Appendix 46
- 47. Establishing Company Presence 2 M+ Active Company Pages MARKETING SOLUTIONS
- 48. New Company Pages: Testing Now 48 MARKETING SOLUTIONS
- 49. Engage followers with real-time updates MARKETING SOLUTIONS
- 50. Connect with your followers everywhere MARKETING SOLUTIONS
- 51. LinkedIn Groups: Your source for professional knowledge MARKETING SOLUTIONS
- 52. Over 1 Million Different Groups on LinkedIn 52 MARKETING SOLUTIONS
- 53. Managed Groups Highly relevant topics that drive membership and participation MARKETING SOLUTIONS 53
- 54. LinkedIn Platform: APIs for marketers American Express creates a viral engine that rewards LinkedIn members with card discounts for professional recommendations MARKETING SOLUTIONS
Editor's Notes
- LEADING PRO NETWORK – INMAP – MOST INFLUENTIAL, EDUCATED AND AFFLUENT ON THE WEBWhat you see on the screen is a map of my professional network. A visual depiction of my 2,000+ connections; clustered in groups. On the right hand side in grey and red are connections I built when I first joined LinkedIn network late 2003 while I was still working in France in Digital Marketing for a Bank.I later moved to Hong Kong in 2005 and started an Digital Production Agency which is represented in green on the upper part of the chart, and this goes on with each colored cluster representing a company, industry or country I have done business in.And you can see that despite the diversity of industries and region I worked on, this network is quite interconnected. Each of these nodes also act has a network outside of my network. So my 1st degree connections are 2000+, 2nd degree (connections of connections), are 800K+, and 3rd degree are 15M. These networks are unique to each of our 174M+ members – growing at a rate of two new members every second, in 17 languages – making LinkedIn the largest professional network in the world. But it’s not just scale – it’s quality at scale that matters. Our users are the most influ
- PROFESSIONAL - FOCUS – GREAT AT THEIR JOB
- THIS WHAT MAKES US FEEL THAT WHAT WE ARE DOING IS PRETTY UNIQUE AND GETS US UP IN THE MORNING.SMALL BUSINESS CONNNECTING WITH THE RIGHT PARTNERSGROWING BUSINESSES FINDING THE RIGHT DISTRIBUTION NETWORK, PRIODUCTION CAPABILITIESINDIVIDUALS TO FIND THEIR DREAM JOBS AND BUSINESS LEADERS THEIR DREAM CANDIDATESNOW LET’S LOOKS AT IT IN NUMBERS
- 174m/640m/3.3bNow how do we manifest this mission and vision?.WELL IT STARTS WITH OUR Core members value propositions:AND THERE ARE 3 WAYS WE APPROACH THIS PRACTICALLY:
- Identity, Insights and Everywhere.Let me double click on each of those: Everything starts with this notion of professional Identity, to ennable our members to Connect, Find and be Found to ultimately become the professional profile of record. Once we have this notion in place and we know more about our members experiences, skill and aspirations we are able to deliver on the second pillar: Insights, which is really about providing our members with business intelligence they can’t find anywhere else.And this is not just about enabling people to find their dream job, it is also to help those that already have a job they love to be great at what they do.Third and last is this notion of Everywhere: which is really based on the idea that our users should not have to be in front of their desktop to be able to extract value from LinkedIn.A very good illustration of this being our mobile offering which is by far our fastest growing consumer service at LinkedIn with now globally 22% of our traffic coming thru our mobile platforms.But Everywhere is also about enabling brands to transport and leverage some of LinkedIn asset on to their website and platforms via our API solutions and plug-ins.
- Going back to MobilityA key part of our strategy, and a big part of our value proposition is mobility.. We have to work everywhere our members work and we are part of their everyday life Our expansion across platforms means that we are delivering a seamless experience – and that marketers can engage in the right way, on the right platform.
- See how the usage patterns across our platforms diverge. We see a spike in the morning when traffic on LinkedIn.com – accepting connections, checking LinkedIn Today… then it trails off toward the end of the day. On iPad we see a lot of traffic first thing in the morning, with the peak later in the evening. The iPad lets us create a new experience from scratch – we took all of the assets and data and built a new user experience.To understand this, you have to see how the iPad experience is unique to mobile and PC.
- We wanted a simplified way for professionals to start their day with a dashboard. [Here’s real data about my LinkedIn today.]Calendar – LinkedIn Today – All updates (Dashboard)/ Cannes Festival – Groups (Ad Age)One key area is news, highly relevant to my profession. You can flip through comments, articles, and posts that are relevant to me. Another cut of data: What are co-workers reading? Second, we connected the iPad app into your calendar. This lets me see the kinds of people I'm meeting with, profiles of those people, professional details to have a meaningful connection… great way to connect in those conversations.Finally, people news. What's happening in my network? Who's promoted? Who changed jobs? All of these events give me an opportunity to reach out.With a rich, simple, relevant iPad experience, we were the #1 app in the app store. In first 2 weeks, we had more downloads than the North America circulation of the Economist. And we are just getting started.
- We have over 2M active company pages on LinkedIn. Company Pages are how you establish your presence on LinkedIn. They are your central hub, the spot where people see how they are connected to you, get information, learn about your products and services.
- This is where it gets a little more complicated. You need to talk. If you are not talking, the relationship doesn’t progress..45%average engagement with an update. That’s 4x what you can expect from your display advertising.These updates appear on the homepage of your followers. And if one of your followers interacts, then their entire network will see the update.
- Now, when you talk you can reach them across the full suite of LinkedIn products. 23% of our PVs. are coming from mobile devices. Status updates are the only way for a marketer to reach our mobile phone audience.
- And the last example I would share with you are LinkedIn groups. We have over 1 million groups on LinkedIn, again, exclusively focused on enabling professionals to share their knowledge with one another. And one of the things that's somewhat unique about this is the fact that by virtue of people's identity being associated with their contents, the quality of the discussion and the conversations is much higher than you would normally see. Our groups can range in numbers from a handful of people all the way up, in this case to an entrepreneurial group focused on startups, to over 200,000 members. And we offer a custom groups capability that enables marketers such as yourselves and your companies to invite their most influential customers to participate in discussions pertaining to thought leadership around your products and services. And have generated significant momentum along those lines, as well.
- Each Managed Group will be targeted to relevant segments of LinkedIn’s member population. This targeting will allow brands with aligned values and interests to engage with their desired audience. Through this partnership, brands can connect with members in discussions of high personal relevance and importance.Unique to Managed Groups are the LinkedIn Editorial Team members who will be cultivating and moderating discussions. These moderators are tasked with posting content, engaging members and managing comments to ensure they are on-topic and timely. Managed Groups are an unparalleled opportunity to leverage LinkedIn’s expertise in engaging our members.
- Audi A6 Challenge: <http://www.audia6challenge.be/> http://www.audia6challenge.be/ Increasingly, it's not just about third-party developers and publishers, but about marketers, as well. Recently, American Express deployed our APIs to enable folks that were recommending their cards to join at a discount, gather points, etc. And American Express is only one of a number of examples. You can see here Volkswagen and Audi, as well.