Brand Audit<br />
Agenda<br />Introduction<br />Brand Identity<br />Brand Hierarchy<br />Competition<br />Associations<br />Research Results...
A World-Wide Network<br />101 Million users in 200+ countries<br />Source: www.vincos.it<br />
User Population<br /><ul><li> 55% Male
 41% = Age 35-54
 41% work at companies with over 10,000 employees
 Industries: Finance, High Tech & Medical
 Functions: Sales, Administrative, Academics & Operations</li></ul>Source: Gigya, LinkedIn Ad Platform<br />
Social Media Web Traffic<br />0.26 % of total Internet traffic<br />
Brand Hierarchy<br />CORPORATE<br />FAMILY<br />INDIVIDUAL<br />MODIFIERS<br />Source: LinkedIn Membership Comparison<br />
Networking Management vs. Job Hunting<br />Finding a Job<br />Network Management<br />
Associations<br />User Personality/Brand Imagery<br />Attributes<br />Polished<br />Formal<br />Easy to Use<br />Inexpensi...
User Image: Stereotypes<br />Class of 2011: What if social media were a high school? <br />Source: FlowTown.com<br />
Value Dimensions<br />
Survey Respondents<br /><ul><li> ~50% Male
 80% = Age 25-34
 Functions: mostly education (MBA)</li></ul>Source: Gigya, LinkedIn Ad Platform<br />
Awareness Levels<br />
Value Elements: LinkedIn Rank<br />
Value Elements: Overall Ranking<br />
Job Search vs. Network Expansion<br /><ul><li> In both cases every single attribute surveyed was important (greater rating...
 Only 2 attributes had differences:
 Job searchers want effectiveness
 Networkers want a large number of users</li></li></ul><li>Strengths & Weaknesses<br />STRENGTHS:<br /><ul><li> Inexpensive
 Easy to use
 Convenient
 Widely used
 Not very time intensive
 As good as in-person meetings for maintaining professional networks & making new contacts
 Relevant source of information</li></ul>WEAKNESSES:<br /><ul><li> Not valuable in finding a job.</li></li></ul><li>Recomm...
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Linkedin brand audit

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  • There is little that LinkedIN needs to do in order to become AWESOME. Not trying to reinvent what the brand is all about, but rather make small changes here and there to improve on the one dimension don’t perform well = job search.2 pronged approach: Improve performance of the tool, and improve the marketing/messaging to improve overall perception
  • Clear message with success stories through testimonials and usage statistics LinkedIn testimonials already exist, but they are buried and difficult to find, as the user has to actively search to find them Provide readily available messages about how a LinkedIn user located a job using the service Begin transforming the users’ perceptions of how effective the product is.
  •  - Leverage relationships with external entities: Create an ad campaign that leverages the brand strength of Fortune 100 companies, such as Google, and reputable academic institutions, such as Stanford or Harvard Should illustrate Google, Stanford, and Harvard’s endorsement of LinkedIn as an effective tool for job seekers Endorsement  user will perceive the LinkedIn brand as being associated with the effectiveness of the aforementioned brands
  • Linkedin brand audit

    1. 1. Brand Audit<br />
    2. 2. Agenda<br />Introduction<br />Brand Identity<br />Brand Hierarchy<br />Competition<br />Associations<br />Research Results<br />Recommendations<br />Q&A<br />
    3. 3. A World-Wide Network<br />101 Million users in 200+ countries<br />Source: www.vincos.it<br />
    4. 4. User Population<br /><ul><li> 55% Male
    5. 5. 41% = Age 35-54
    6. 6. 41% work at companies with over 10,000 employees
    7. 7. Industries: Finance, High Tech & Medical
    8. 8. Functions: Sales, Administrative, Academics & Operations</li></ul>Source: Gigya, LinkedIn Ad Platform<br />
    9. 9. Social Media Web Traffic<br />0.26 % of total Internet traffic<br />
    10. 10. Brand Hierarchy<br />CORPORATE<br />FAMILY<br />INDIVIDUAL<br />MODIFIERS<br />Source: LinkedIn Membership Comparison<br />
    11. 11. Networking Management vs. Job Hunting<br />Finding a Job<br />Network Management<br />
    12. 12. Associations<br />User Personality/Brand Imagery<br />Attributes<br />Polished<br />Formal<br />Easy to Use<br />Inexpensive<br />Corporate<br />Convenient/<br />Accessible<br />Business Professionals<br />Online tool<br />Social Network<br />Successful<br />LinkedIn<br />Connections<br />Job Search<br />Staying in Touch<br />Recruiting<br />Source of Information<br />New Contacts<br />Benefits<br />Usage Occasion<br />
    13. 13. User Image: Stereotypes<br />Class of 2011: What if social media were a high school? <br />Source: FlowTown.com<br />
    14. 14. Value Dimensions<br />
    15. 15. Survey Respondents<br /><ul><li> ~50% Male
    16. 16. 80% = Age 25-34
    17. 17. Functions: mostly education (MBA)</li></ul>Source: Gigya, LinkedIn Ad Platform<br />
    18. 18. Awareness Levels<br />
    19. 19. Value Elements: LinkedIn Rank<br />
    20. 20. Value Elements: Overall Ranking<br />
    21. 21. Job Search vs. Network Expansion<br /><ul><li> In both cases every single attribute surveyed was important (greater rating than 5 on average).
    22. 22. Only 2 attributes had differences:
    23. 23. Job searchers want effectiveness
    24. 24. Networkers want a large number of users</li></li></ul><li>Strengths & Weaknesses<br />STRENGTHS:<br /><ul><li> Inexpensive
    25. 25. Easy to use
    26. 26. Convenient
    27. 27. Widely used
    28. 28. Not very time intensive
    29. 29. As good as in-person meetings for maintaining professional networks & making new contacts
    30. 30. Relevant source of information</li></ul>WEAKNESSES:<br /><ul><li> Not valuable in finding a job.</li></li></ul><li>Recommendations<br />
    31. 31. Performance & Perception Gap<br />LinkedIn does not need to reinvent the wheel<br />Improve overall brand strength by improving job search performance & perception<br />
    32. 32. Job Search: Improve Efficacy<br />
    33. 33. Job Search: Improve Perception<br /><ul><li> Back value proposition with highly visible evidence
    34. 34. Testimonials from real LinkedIn users
    35. 35. Case studies & research statistics</li></li></ul><li>Job Search: Improve Perception<br /><ul><li> Leverages external entities: Marketing that features reputable institutions that endorse LinkedIn as a powerful job tool
    36. 36. Fortune 100 Best Companies to Work For (Google)
    37. 37. Reputable academic institutions (Harvard & Stanford)</li></li></ul><li>
    38. 38. Appendix<br />
    39. 39. Career Advancement vs. Social Media<br />
    40. 40. Age - dependent answers<br />The younger the person surveyed the more intense the rating is (for both negative and positive attributes. The same applies with the years of experience at a job.<br />There is no statistical difference<br />for the rating between females<br />and males<br />
    41. 41. Age - dependent answers<br />The younger the person surveyed the more intense the rating is (for both negative and positive attributes. The same applies with the years of experience at a job.<br />
    42. 42. Data influencing people<br />People can be influenced to pay premium given the right data.<br />
    43. 43. Appendix – cross company attribute rating – exp. outcome <br />
    44. 44. Appendix – cross company attribute rating – exp. experience <br />
    45. 45. Appendix – cross company attribute rating – other attributes <br />

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