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Marketing to Today's Professional

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Marketing to Today's Professional

  1. 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 />
  2. Pressure to perform is high.<br />Tolerance for failure is low.<br />Resources are scarce.<br />
  3. 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 />
  4. 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 />
  5. 1. Every individual is a business.<br />65 million professionals<br />1 million join every week<br />
  6. 1. Every individual is a business.<br />“The reason LinkedIn works so well is that most of its members already have jobs.”<br />
  7. 1,500,000 <br />C-level Executives<br />
  8. 1,200,000 <br />Vice Presidents<br />
  9. 2,000,000 <br />Directors<br />
  10. 4,400,000 <br />Managers<br />
  11. 2,900,000 <br />Owners<br />
  12. 12,100,000 <br />Business influencers*<br />(That’s 6x the US print circulation of WSJ)<br />*in the US. ~22M worldwide.<br />
  13. These are people just like you<br />
  14. You’re not selling to businesses.<br />You’re selling to people at businesses, and helping them achieve success in their careers.<br />
  15. 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 />
  16. Social media informs decision-making<br />Source: The New Symbiosis of Professional Networks – Nov 2009, The Society for New Communication Research<br />
  17. Dominant platforms are emerging<br />Source: The New Symbiosis of Professional Networks – Nov 2009, The Society for New Communication Research<br />
  18. Learn what’s important to your customers by joining Groups, and create communities to help them. <br />
  19. 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 />
  20. Over 500,000 GroupsOver 1,000 Formed Every Day<br />
  21. 3. Your people are now your brand.<br />Social profiles make your employees discoverable by:<br /><ul><li>Customers
  22. Partners
  23. Competitors</li></li></ul><li>Leverage your best asset: your own people.<br />
  24. 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 />
  25. 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 />
  26. Stop thinking business to business.Start thinking businessperson to businessperson.<br />
  27. Thanks!<br />Steve Patrizi<br />linkedin.com/in/stevepatrizi<br />@spatrizi<br />

Editor's Notes

  • Today I’d like to share some perspectives on how social technologies impact the way we market to professionals.
  • Today’s professional works under very challenging circumstances:
  • When you couple these job pressures with the rise of social technologies, you get what we call “The New World of Work.” In the New World of Work, YOU as a professional are now a business. YOU, as a professional, have greater access to knowledge, insights, and expert advise than ever before. YOU as a professional are a visible part of your Company’s brand.Let’s talk about each of these for a minute.
  • People simply don’t stay with the same employer nearly as long as they used toAs a result, it’s more important than ever to manage your reputation, especially in a world where everyone and anyone can be googledYour ability, as a professional, to access information, becomes a competitive advantage
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