Steve Patrizi's presentation from the April 8th, 2010 BMA Chicago luncheon.

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

2. Pressure to perform is high. Tolerance for failure is low. Resources are scarce.

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

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

6. 1. Every individual is a business. 65 million professionals 1 million join every week

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

8. 1,500,000 C-level Executives

9. 1,200,000 Vice Presidents

10. 2,000,000 Directors

11. 4,400,000 Managers

12. 2,900,000 Owners

13. 12,100,000 Business influencers* (That’s 6x the US print circulation of WSJ) *in the US. ~22M worldwide.

14. These are people just like you

15. You’re not selling to businesses. You’re selling to people at businesses, and helping them achieve success in their careers.

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

17. Social media informs decision-making Source: The New Symbiosis of Professional Networks – Nov 2009, The Society for New Communication Research

18. Dominant platforms are emerging Source: The New Symbiosis of Professional Networks – Nov 2009, The Society for New Communication Research

19. Learn what’s important to your customers by joining Groups, and create communities to help them.

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

21. Over 500,000 GroupsOver 1,000 Formed Every Day

24. Partners

28. Delivering Results “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.”

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

30. Stop thinking business to business.Start thinking businessperson to businessperson.

31. Thanks! Steve Patrizi linkedin.com/in/stevepatrizi @spatrizi