Day in and day out it's about our mission statement, which is to connect the world's professionals to make them more productive and successful. We are exclusively focused on professionals. It's all we do. I mentioned a moment ago that the scale is possible because of the existence of infrastructure, social platforming infrastructure that connects hundreds of millions of people. There are only a handful of companies in the world that have that capability. There is only one LinkedIn that focuses exclusively within a professional context. And so this mission drives everything that we do day in and day out. And that really starts with our members. We're a members first organization. It's all about the experiences that we deliver for our consumers.
I wanted to walk you through our core value propositions and there are three. The first is professional identity. And ultimately we want to be in a position where we're going to be able to connect and enable our membership to find and be found. Whenever you need to search for a professional, someone you're about to meet with, someone you want to convert from a cold call to a warm prospect. Someone whose knowledge you'd like to be able to tap. We want you to be able to leverage LinkedIn to make that possible and that starts with the LinkedIn profile. By virtue of reaching critical mass with these profiles, we're able to do some extremely innovative and disruptive things. So, for example, we ultimately want to eliminate the resume. You should never have to use a paper resume again to apply with a job. You should be able to click a button and apply with LinkedIn. We want to eliminate the business card. We want to eliminate the rolodex. You should never have to manually update your connections information again when they change geography or change company, because when they refresh their profile, it should propagate throughout the system. So ultimately we want to be the professional address book in the Cloud. We're also the definitive professional search engine. We're on an annualized run rate to do over four billion search queries this year, all within a professional context. So that's what we have in mind when we talk about the importance of professional identity. I'm going to drill down a little deeper into all three of these areas in just a moment. The second is that we ultimately want to be able to deliver professional insights, business intelligence that you can't find anywhere else that enable people to be great at the jobs that they're already in. To make better, faster decisions. And we do that by extracting as much relevancy as possible, based on the information, the knowledge, the data that is being propagated and flowing through our network day in and day out. We want to create as strong a signal as we can to cut through that information overload. And lastly is this notion of everywhere. We want to work wherever our members work. And that means no longer expecting people to be tethered to their desktops. We're making major investments in mobile and we're increasingly pushing our assets and our APIs to third-party developers, publishers and our marketing partners. And we're going to be talking a little bit about that later today. So those are the three cornerstones of our platform and our value proposition. All together this value prop has led to some very healthy results in terms of our ability to reach critical mass on a global basis.
LI Positioning & Value Prop: High-Level LinkedIn is the only global social platform delivering marketing solutions in a business context at scale. We have a Quality Audience : Reach the most influential, affluent and educated audiences at scale. “LinkedIn has proven time and time again that there is no better place to effectively reach business owners and executives.” Business is the context of LinkedIn. Professionals trust LinkedIn for the professional information and insights, providing marketers with high message receptivity. “Combining our thought-leadership with LinkedIn’s trusted environment and professional context… has helped establish Philips as a partner amongst our key target audiences.” You can make a marketing impact: Our social media solutions deliver compelling insights and results. “Using the ad and targeting tools that LinkedIn provided, we were able to reach the exact people we wanted to engage.” LinkedIn has the ability to precisely target audiences in a business context , while delivering high impact solutions for marketers and agencies. Let ’s dive deeper:
LI Positioning & Value Prop: High-Level Align Message with Business Opportunity Our audience is sophisticated because they come to LinkedIn in the business mindset: 3 out of 4 members use LinkedIn for everything business – from keeping up on trends to reading business news to researching companies And 64% agree that LinkedIn helps develop relationships and grow new business. Our members use our site this way because they trust us. Members are 2x m ore confident in the information found on LinkedIn than any other social site including Twitter and Facebook.
LI Positioning & Value Prop: High-Level Extend Marketing Impact We have a quality audience, a business context, but also the tools to make a significant marketing impact. We are in essence, a network. The inherent network effect of marketing with us extends your message to create earned media opportunities that extend the reach of your marketing. Our product portfolio engages on all levels of a customer experience in today ’s social world, so you can effectively influence purchase decisions Finally, our profiles – this rich data powers rich reporting to optimize campaigns and generate insights to inform your marketing This combination of audience, business context and marketing impact is unmatched anywhere else. Stat Sources: • Energy Customer: Chevron • Technology Customer: HP • Financial Services Customer: Chase INK • Professional Organization: Vistage
Value Prop Reach high volumes of targeted, professional audiences at scale Key Functionality LinkedIn ’s 90M+ member profiles inform targeting criteria and data accuracy Members can be targeted by industry, job function, company size, geography, seniority, educational level, and more Standard IAB ad sizes available Performance Metrics Standard IAB performance applies Varies if premium ad product used
Open rate- 30% and CTR is 7% Dropped 3/20
Objection Handling: Job Site “ LinkedIn is a job site ” Only 11% of visitors view Jobs on LinkedIn. While it is true that this 11% of visitors are active on our platform, there is another 89% of traffic that is reviewing profiles, checking their InBox or looking at the home page. LinkedIn members are using LinkedIn to do business. 81% of users belong to at least one group with 52% participating in group discussions 3 out of 4 members use LinkedIn for everything business, from keeping up on trends to reading business news 212M leads generated through LinkedIn last year Members are generating leads and doing business activities such as networking with others, staying updated on industry topics and researching companies.
Insights: Merlin Data Use this on its own or use subsequent four slides together to tell the same story Power and Accuracy of Professional Profile Data Our member profile information powers data-rich reporting that provides insight into the professional audience interacting with your messages. You can see: Who visits your company page? What industries they ’re from, what seniority they are, where in the world they are from. Who saw your campaign? Including what size company and what seniority they are. Who clicked on your ads? You can see what companies receive most of your impressions and generate most of your clicks. Who viewed your ads? You can see what industries are viewing your message. This is data you cannot find anywhere else. And with this data, you generate insights to optimize your campaign to perform at its best.
LinkedIn’s MissionConnect the world’s professionals to make them more productive and successful Marketing Solutions
The value we bring to our members Identity Insights Everywhere Connect, find Be great at We work where and be found what you our members do work Marketing Solutions
The globally connected professional networkInternational now comprises over 50% of total membership160,000,000 + UK 6M+ NL 2M+ DACH 2M+ France 2M+ Italy Canada Spain 2M+ 4M+ Europe 1M+ USA 26M+ 55M+ India 11M+ Brazil Australia 4M+ 2M+ Marketing Solutions
LinkedIn Marketing Solutions: The Only GlobalSocial Platform Delivering Marketing Solutions in a Business Context Quality Audience Business Context Marketing Impact Deliver compelling insights and Reach the most influential, affluent Promote trust and results with social media solutions and educated audiences at scale message receptivity 1.6x 2x +86% more C-suite reached on a daily more confident in information increase in Aided Brand basis than competitor business found on LinkedIn than other social Aware-ness among non customers sites (801,000)1 sites2 (Consumer Durables brand) 1 The Nielsen Company @ Plan Rel 4 2011. Compared to WSJ.com. 2 LinkedIn Audience 360 Survey, US, August 2011 3 LRN ad effectiveness case study Marketing Solutions
Targeting & data are the KEY to everything we do Quality Audience Business Context Marketing Impact Function, Seniority, Location, Industry, Company Size Education, Interests, Groups Marketing Solutions
Target Professionals who are Active in Groups Quality Audience Business Context Marketing Impact Marketing Solutions
Align Message with Business Opportunity Quality Audience Business Context Marketing Impact 3 out of 4 Members use LinkedIn for everything business, from keeping up on trends to reading business news 64% agree that LinkedIn helps develop relationships and grow new business Members are 2x more confident in the information found on LinkedIn than any other social site LinkedIn Audience 360 Survey, US, August 2011 Marketing Solutions
Marketing Impact Quality Audience Business Context Marketing Impact Network effect Product portfolio Authentic data extends marketing engages on all levels powers reporting 2,000 38% 89% product recommendations in two lift in likelihood to apply for a credit more leads generated on LinkedIn than weeks generating 500,000 viral card in the next 12 months on a leading ad network at a third the updates about products & cost per lead servicesTechnology Customer Financial Services Customer Professional Organization Customer Marketing Solutions
SolutionsBring your best content to your most valued audience and elevate awareness of your brand, incite interaction and encourage sharing – all without leaving the consumer experience – and make a lasting impression… Marketing Solutions
Use targeted media to engage the right person 300x250 ad size runs across homepage, profile pages, group pages & company pages 160x600 ad size runs within inbox and search pages Always appears above the fold Marketing Solutions
Personalize impact with 1:1 engagement throughpartner messages Capture share of mind withimpactful branded videos andcontent Customized branded content Targetable to your audience 100% share of voice Marketing Solutions
89% of Members Use LinkedIn Products Other thanJobs 81% of users belong to at least one group with 52% participating in group discussions1 3 out of 4 members use LinkedIn for everything business, from keeping up on trends to reading business news2 1 Lab 42 survey to active LinkedIn members, July 2011 (N = 500) 2 LinkedIn Audience 360 Survey, US, August 2011 Marketing Solutions
Power and Accuracy of DataWho Visits Your Page? Who Saw Your Campaign?Who Clicked On Your Ads? Who Viewed Your Ads? Marketing Solutions
LinkedIn is the Most Effective Place for LeadGeneration Marketing Solutions