LinkedIn Targeted Updates allows companies to deliver relevant content to targeted audiences on LinkedIn to drive engagement and brand loyalty. Marketers can target updates by demographics like company size, industry, job function, seniority, and geography using LinkedIn member-generated data. The document provides tips for creating engaging updates like sharing industry insights, keeping messages short, frequent posting, and using LinkedIn Groups for discussions. It also introduces new Follower Insights to help marketers understand their audiences and optimize engagement.

1. Marketing Solutions
LinkedIn
Targeted Updates
Deliver relevant content
to the right audience
Coming Soon
Unlock a Massive Opportunity
With visits to company websites declining and inboxes Targeting parameters, based on rich, member-
more cluttered than ever, the consumer shift to generated data unique to LinkedIn, include:
“following” presents an enormous opportunity for
• Company size
marketers to drive results through an enduring
• Industry
communication channel. Following companies is more
• Function
common than you might think – 53% of active social
networkers are following a brand (compared to 32% • Seniority
following a celebrity).1 • Geography
Introducing LinkedIn Targeted Updates
Through our follower ecosystem, companies can
develop lasting relationships with the highest
concentration of affluent professionals and business
decision makers on the social web. With targeted
updates, the most robust targeted offering available
on any social platform, companies can now deliver
highly relevant content to their target audiences to
drive increased engagement and brand loyalty.
Examples have shown a 66%+ increase in audience
engagement as the result of targeted updates.2
LinkedIn “We needed to advertise where the business people are going to be. They’re on
LinkedIn.” Listen to Cathay Pacific talk about successful marketing on LinkedIn.
Cathay Pacific shares their LinkedIn success story
youtube.com Improve message relevance by targeting your updates
Dennis Owen, Vice President Marketing Americas at Cathay Pacific Airways, talks
about the success they found using LinkedIn to reach business travelers to Asia.
Shared with a targeted audience of 36,157 followers • 28,231 impressions • 41 clicks • 0.73% engagement
Like (38) • Comment (6) • Share • 2 days ago
Deliver relevant content to the right audience

2. Introducing Follower Insights Insights for Creating Engaging Updates
We’re also releasing a powerful new insights Here are 5 tips to get the best engagement and virality
dashboard so companies can better understand their from your targeted updates:
followers’ demographics and engagement with updates.
These insights are invaluable for crafting a strategy to
Content – Share relevant industry insights and
gain followers and optimize their engagement.
news with your followers.
• 60% are interested in industry insights.3
• 53% are interested in company news.3
• 43% are interested in early access to new
products and services.3
Length – Less is more.
• Shorter messages have higher engagement.4
Frequency – Send at least 2-3 updates per week
for each audience.
• 70% of followers are reached within the first
48 hours.4
LinkedIn Groups – Cross-promote and use groups
for extended discussions.
• Followers are in twice as many groups as the
average member.4
Segment your followers based on targetable dimensions
Employees – Keep employees in the loop.
• Employees actively spread your message by
sharing updates with their networks.4
Start Acquiring Followers Today
Run a follower media campaign and attract the right
followers with our precision targeting, based on the rich
profile data of our 150+ million global members.
Additional Information
For more information, contact your LinkedIn Account
Representative.
Increase follower engagement by analyzing interactions
with your updates
1
Source: Nielsen Social Media Report Q3 2011
2
Results based on analysis of actual follower engagement per audience segment
3
LinkedIn Follower Report, US, January 2012
4
LinkedIn internal data, global, January 2012
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the United States and/or other countries. All other brands and names are the property of their respective owners. All rights reserved.
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