linkedin content story

Influencing Through Content on LinkedIn

March 2013

Our Mission.Connect the world’s professionals to make them more productive and successful

An influential audience, open to your content

200M Members Worldwide

20M US Auto Intenders

$86K Avg HHI

71% Graduates

LinkedIn WSJ.com Forbes.com CNET.com0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

40,000,000

45,000,000

US Monthly Uniques

Source: comScore, January 2013

LinkedIn WSJ.com Forbes.com CNET.com

Average Minutes Per Month16.0

12.3

3.72.5

Source: comScore, January 2013

Jobs

Jobs

Content

5X

2B+ Network Updates Viewed Weekly 2B+ Network Updates Viewed Weekly

Groups

LinkedIn Today

Influencers

SlideShare

40 M members 1.3M groups

9MM+ Uploads

1.4MM Publishers

150+ Influencers 2MM+ following

1.3M+Publishers

LinkedIn Today

8

Early start-up exec

Public relations exec

Relevance driven by your professional profile

VS.

9

Influencers

1 Nobel Prize Winner2M+

People Follows

1MacArthur “Genius” 29 NYT Best Seller books 11Countries

Influencers

Create long form content from the share box

11

Groups

40M users 210Mmemberships 1.3M groups

12

Slideshare

9M+Content Upload

13

Content flows across screens

>25% LinkedIn Member Visits

33.6 MUnique Monthly Visitors

31.1MUnique Monthly

Visitors

15.8 MUnique Monthly Visitors

13.5MUnique Monthly

Visitors

6.5M6.7M

7.6M12.2M

82% of LinkedIn usersdo not visit CNET

85% of LinkedIn usersdo not visit WSJ

84% of LinkedIn users

do not visit Forbes

71% of LinkedIn

Users do not visit NYT

43.5M Unique Monthly Visitors

Only LinkedIn reaches this affluent audience

(January 2013 US Audience Duplication-ComScore)

How it works

Content in the form of:

3rd Party Publishers

Brand Experts

VideoSocial

Sharing

Delivered to:

Young & Upwardly

Mobile

Career Changer

Image-Driven Pros

Luxury Tech Conversation drives

content.

Targeted Status

UpdatesPaid Media

Owned Groups

Delivered via:

Influencers

Content Marketing on LinkedIn

LinkedIn will amplify content across key channels

Reach the right audience on LinkedIn’s platform….1. Content Ads2. Expandable Video3. Sponsored InMail4. Groups5. Slideshare6. Targeted Display7. Targeted Status Updates8. LinkedIn Audience Network

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1. Content Ads

-Share news, video, tweets, blogs, case studies and more-Easy execution via RSS feeds-Available via 300x250 and 160x600 units

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Capabilities

Distribute content to build brand loyalty and establish thought leadership

Value Proposition

2. Expandable Video Content Ads

-Rich Media Expandable-Easy execution via RSS feeds-Multi-tabbed with full social sharing capabilities

Capabilities

Highlight video content to provide more information and deeper engagement within the LinkedIn environment

Value Proposition

20

Hardware

Software

21

3. Sponsored InMail

-Message space allows for long form message, branded unit, video and call to action button-Send test drive invites-Promote local dealer offers-Leverage as CRM tool to distribute long form communication-Video functionality allows for ride-and-drive demos, launch videos, and repurposing of TV spots

Capabilities

Exclusive 1 to 1 message delivery allows for highly personal marketing message

Value Proposition

Hardware

Software

22

4. Groups

-Managed groups allow brands to own the conversation around a specific topic with LinkedIn providing all of the editorial backing-Custom groups can be created and managed by brands leveraging targeted media to recruit the right members-Group Federations allow brands to run display ads in 40-50 brands around a specific topic

Capabilities

Groups allow for member dialog centered on a specific topic and can be leveraged by brands in a growing number of ways

Value Proposition

23

5. Slideshare – Content Ad Overlay

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6. Targeted Display: 160x600, 300x250 and Textlink

54,534 targeted followers(out of 236,031 total followers)

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7. Targeted Status Updates

-Leverage LinkedIn targeting to maximize relevancy-Include video, rich media and file attachments-Best in class measurement

Capabilities

Deliver messages to Followers directly in their update streamValue Proposition

- Extend reach for all LinkedIn audience segments across the Google Ad Exchange

- Select site types across Exchange based on contextual relevancy

Capabilities

Enjoy the laser-accurate targeting of the LinkedIn environment extended across the web

Value Proposition

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8. LinkedIn Ad Network (LAN)

Ryan WalkerEast Coast Auto LeadLinkedIn Marketing Solutions