LinkedIn is looking to expand into the Thai market. The presentation provides background on LinkedIn and its features, then discusses why Thailand is an attractive market and how to build brand awareness there. Some key challenges for marketing LinkedIn in Thailand include setting up performance to make the product successful, embracing ubiquitous users through targeted campaigns, and leveraging networks to develop relationships without immediate sales.

1. LinkedIn in Thailand
Market
Saran Mahasupap

2. Agenda

A brief history of LinkedIn

LinkedIn Brand and Feature

Why Thailand ?

How to build brand
awareness in Thai market

3. A Brief History of LinkedIn

4. Big idea
Connect the world’s professionals
to make them more productive
and successful

5. Where’s LinkedIn Today?
LinkedIn is the world’s largest
professional network
 > 260 million professionals
 > 500 industries
 > 200 countries
 > 500,000 collaborative groups
 Billions of connections
 Billions of people searches

6. What is LinkedIn Today?
 Online professional profile
 Updates on projects, activities,
opinions, opportunities from my
trusted network
 Professional Network
 Personal branding device

7. LinkedIn Mental Map
Research
Customer
support
Connect &
Communicate 1:1
Premium
Subscription
Ad/ sale
Solutions
Seek information
to stay informed
Look for opportunities /
generate business
Pulse
Job seeker
Recruiter
Job posting
Manage
professional
identity

8. LinkedIn Mental Map (Target customers)
Manage professional
Identity / Alumni
Ad/ sale
Solutions
Job seeker
Premium
Subscription
Look for opportunities /
generate business
Premium
Subscription
Connect &
Communicate 1:1
Recruiter
Job posting
Pulse
Customer
support
Seek
information
to stay
informed
Research

9. Inbox
Feedback
Group
The New World of Work
 Create / Manage your
personal brand or
identity
 Make (purchase)
decisions
 Help those you care
about with endorsement
or recommendation
 Promote/ market
yourself and products
 Keep update with latest
news or knonledge
Forward
Profiles
1:1 messages
Address Book
Connections
InMail
University
Network updates
Plus
Help Center
CS answers
Customer
support
PIC’s
Seek information to
stay informed
Jobs
Company
Pages
Company group
Connect &
Communicate 1:1
Modify
Profile
Look for opportunities /
generate business
Create &
publish
-p2
-p2
Status
messages
InMail
Manage
professional
identity
Slideshow
Research
Help each other
People
Search
Request
Recommendations
Manage
Profile
Answers
Give
Recommendations
Introductions

10. Why Thailand ?

11. How to build brand awareness and knowledge?

12. Why Thailand has to be
•
Overview of Thai social
media( Behavior aspect
•
Thai market toward
LinkedIn
?

13. Social Media in Thailand

14. Social Media in Thailand

15. Mad about social media??

16. Are Thais already
?

17. Are Thais already
?

18. What do Thai think about LinkedIn ?

19. What do Thai think about Linked
?

20. LinkedIn Mental Map: Point of parity VS Point of Differentiation
Research
Customer
support
Connect &
Communicate 1:1
Premium
Subscription
Ad/ sale
Solutions
Seek information
to stay informed
Look for opportunities /
generate business
Pulse
Job seeker
Recruiter
Job posting
Manage
professional
identity

21. Brand Equity Pyramid
Resonance
Judgment Feeling
Performance
Image
Salience
THAILAND

22. CHALLENGES

23. Challenges for brand / marketing development

How will we set up performance of product to be successful and recognized?

Building relationship with current members and potential members
and corporates

Member is our brand advocates

Acknowledged as professional brand in social media business
You can be really

24. Challenges for brand / marketing development

How will we embrace the ubiquity of users ?
 Marketing campaign and PR in magazine or advertorials that
relates to target customers.
 Let people feeling “IN” with LinkedIn product. Being IN in major
professional events in Thailand.
 Providing contents that fit with regional need and behavior of
target customers
Is Everywhere

25. Challenges for brand / marketing development

How will we cost-effectively 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?

Promoting product in potential customers with our high competency
of professional networking and benefit
Be
Insightful / Go
timate
Crease

26. Questions?