Marketing to Today’s ProfessionalWhat every
marketer should know about The New World of Work.<br />Steve Patrizi<br />Vice President, Marketing Solutions<br />LinkedIn Corporation<br />

Pressure to perform is high.<br
/>Tolerance for failure is low.<br />Resources are scarce.<br />

1. Every individual is a
business.<br />Job tenure is on the decline<br />Professional reputation more important than ever before<br />Ability to access information is a competitive advantage<br />

1. Every individual is a
business.<br />“Right now, millions are using LinkedIn to find jobs and get ahead.<br />Do they know something you don’t?”<br />

1. Every individual is a
business.<br />65 million professionals<br />1 million join every week<br />

1. Every individual is a
business.<br />“The reason LinkedIn works so well is that most of its members already have jobs.”<br />

1,500,000 <br />C-level Executives<br />

1,200,000 <br />Vice Presidents<br />

2,000,000 <br />Directors<br />

4,400,000 <br />Managers<br />

2,900,000 <br />Owners<br />

12,100,000 <br />Business influencers*<br />(That’s
6x the US print circulation of WSJ)<br />*in the US. ~22M worldwide.<br />

These are people just like
you<br />

You’re not selling to businesses.<br
/>You’re selling to people at businesses, and helping them achieve success in their careers.<br />

2. Everyone is a decision-maker<br
/>“I can be fast, but I may make a mistake.”<br />“I can take my time, but I may miss out.”<br />“My network can help me make informed decisions quickly and confidently.”<br />

Social media informs decision-making<br />Source:
The New Symbiosis of Professional Networks – Nov 2009, The Society for New Communication Research<br />

Dominant platforms are emerging<br />Source:
The New Symbiosis of Professional Networks – Nov 2009, The Society for New Communication Research<br />

Learn what’s important to your
customers by joining Groups, and create communities to help them. <br />

HP & Intel Launch Small
Biz Nation<br />Small businesses sharing stories & advice<br />1,400+ members in first week<br />HP contributing dynamic content<br />HP employees interacting with members<br />

Over 500,000 GroupsOver 1,000 Formed
Every Day<br />

3. Your people are now
your brand.<br />Social profiles make your employees discoverable by:<br /><ul><li>Customers

Partners

Competitors</li></li></ul><li>Leverage your best asset: your
own people.<br />

Delivering Results<br />“This campaign not
only drove hundreds of direct registrations into the BizSpark program, which was the core goal, but also increased brand and company perception. Because of the interconnectedness of the platform, I was able to personally reach out to perfectly-targeted individuals who I would not have known. I will definitely work with the LinkedIn team again.”<br />

In Summary:<br />You’re not selling
to businesses, you’re selling to people at businesses, and helping them be successful.<br />Learn about your customers by joining Groups, and create communities to help them.<br />Leverage your best asset: your own people.<br />

Stop thinking business to business.Start
thinking businessperson to businessperson.<br />

Thanks!<br />Steve Patrizi<br />linkedin.com/in/stevepatrizi<br />@spatrizi<br
/>