linkedin marketing solutions

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LinkedIn Mission:

Connect the world’s professionals to make them more productive and

successful.

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100,000,000 million members worldwide.

6 million more join us every month.

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What are professionals doing on LinkedIn?

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Managing their professional identityProfessional profile

Optimising profiles for search – the professional profile of

record

Recommendations

Installing InApps

Integrating other social activity (blogs, tweets)

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Managing their professional identity continued

Take your profile with you via your mobile device

Carry your profile onto third-party sites via

LinkedIn sign-in

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Building business relationshipsBuilding a professional

network

Requesting / facilitating introductions

Making contact via InMailTM

Searching for professionals

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Gaining professional insightExtracting the signal from the

streamFollowing companies,

recommending products & services

Discussing professional topics in GroupsAsking professional questions & seeking answers from their

peers

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Gaining professional insight continuedSharing & commenting on insights & news via status

updatesPolling their peers

Sharing content from third party sites back into LinkedIn

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LinkedIn’s global membership

100,000,000

Worldwide22,000,000

Europe6,000,000

United Kingdom

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LinkedIn's global footprint

US44M

Europe22M

Africa3M

India9M

Australasia2M

Pacific Rim5M

Canada3M

Central & South America

8M

Middle East 2M

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LinkedIn's local reach

Netherlands2.5M UK

6M

France2.2M

Spain1.6M

Italy1.6M

Eastern Europe

1M

DACH1.5M

Nordics2M

Marketing Solutions Source: comScore January 2011 (worldwide)

The best place on the web to reach professionalsLinkedIn ranks #44 with 74.4m global unique users

Jan-

10

Feb-

10

Mar

-10

Apr-1

0

May

-10

Jun-

10

Jul-1

0

Aug-

10

Sep-

10

Oct

-10

Nov

-10

Dec

-10

Jan-

11

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

LinkedIn Wall Street Journal Online Forbes.comTelegraph.co.uk FT.com

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Comparison of UK audience demographics

Source: UKOM APS January 2011

LinkedIn BBC Worldwide FT.com Guardian Telegraph

M F 57% 43% 45% 55% 65% 35% 52% 48% 56% 44%

Age 35-49 43% 32% 31% 30% 30%

Income £50,000 + 39% 20% 30% 25% 37%

Bachelor Degree + 48% 31% 37% 41% 39%

ABC1 79% 66% 73% 72% 72%

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FT.com

BBC Worldwide

Guardian

Telegraph

LinkedIn

0 10 20 30 40 50 60

14

17

18

22

56

More engaged than the competitionLinkedIn users in the UK are consuming over twice as many pages as The Telegraph

Source: UKOM, APS January 2011

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LinkedIn Telegraph Guardian FT.com BBC Worldwide

00:00

02:52

05:45

08:38

11:31

14:24

17:16

20:09

23:02

25:5522:44

14:23 13:58

09:1407:43

Min

utes

onl

ine

Spending more time onlineUsers in the UK are spending almost 60% more time online at LinkedIn than The Telegraph

Source: UKOM, APS January 2011

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LINKEDIN MARKETING SOLUTIONS

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The LinkedIn Ecosystem

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The most accurate way to target professionals on the web

• Profession

• Seniority

• Industry

• Company Size

• Geography

• Education

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Where are these professionals on LinkedIn?

Inbox

Profile Viewing

Home Page

Address Book

People Search

Company

Groups

Jobs

0

5

10

15

20

25

30

0% 20% 40% 60% 80% 100%

Aver

age

age

view

s w

hen

usin

g se

ction

% of visitors using section when visiting

Source: internal data

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Quantative listening

Polls LinkedIn Research Network

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Qualitative listeningSignal LinkedIn Today

Groups Answers

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LinkedIn Ads

• LinkedIn’s self-serve advertising platform

• Select your target audience

• Choose to pay per click or by impression volume

• Set a daily budget

• Set up, manage and optimise your own campaign

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Display Advertising • Standard IAB units:

• 300x250 MPU• 728x90 leaderboard• Text link• 160x600 skyscraper

• Clean, clutter-free environment• Combine with LinkedIn’s powerful

targeting capabilities

GEFCO Display Campaign

•Global logistics company

•Ran 300x250 brand display

•Targeting BDMs* in Autos, Retail, Healthcare & High Tech in companies over 1,000

•Average CTR of 0.34%, with top performing creative at 1.04%. Delivering average of 384 clicks a day

*BDMs = Business Decision Makers, defined as Manager and above

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Content Units

• Share news, video, tweets, blogs, case studies and more

• Easy execution via RSS feeds

• Use content to build brand loyalty

• Distributed via 300x250 and 160x600 units

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Polls

• Start member debate around key topics

• Gain insight into attitudes and opinions of LinkedIn users

• Analyse poll results by member demographics

• Benefit from earned media via viral status updates and sharing tools

• Display dynamic ads on results page

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Partner Messages

• Hand delivered message to member’s LinkedIn inbox

• High visibility within inbox

• Maximum of one message per member each 60 days

• Only relevant messages allowed

• Precise targeting options

• Innate credibility as a partner

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White Papers• Lead generation tool

• Distribute White Papers to your target audience on LinkedIn

• Promotional units link to pre-populated data entry form

• Member receives relevant White Paper in return for sharing data

INSEAD White Paper Campaign• Business school distributing papers targeted by location, job function and seniority

• Each paper relevant to its specific audience

• 12 month campaign, delivering INSEAD 100 leads each month

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LinkedIn Groups

800,000professionally orientated

groups

1,500+created every day

3,000,000+

members join groups each month

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LinkedIn Groups

• Create a community for thought-leadership around your chosen topic

• Gain insights & feedback by listening to peer to peer discussions

• Provide a platform for brand advocates to voice feedback and opinions

• Customise the experience with additional units to feed in relevant content, eg: blogs, tweets, news, video, polls etc

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Group Recruitment: Group Ads

• Dynamic, viewer-aware ad unit

• Displays latest content from the Group’s discussions plus the member count

• Identifies connections within the viewer’s own network who’ve joined the group

• Acts as a viral call to action, based on implied peer recommendation

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Group Recruitment: Partner Messages

• Hand delivered group invitation, delivered to member’s LinkedIn inbox

• Possible to target by profile keywords, ensuring the most relevant audience

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Small Biz Nation from HP

• US based program, providing a group for small business professionals to share experiences and discuss best practices

• Over 8,500 members since launch in April 2010

• Nearly 1/3 of group members have commented on a discussion and over 10% have started their own discussion

• Group members 50% more likely to rate HP as excellent at understanding and supporting the needs of small businesses

• For those exposed to the campaign, purchase intent has increased 33% since April

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Small Biz Nation from HP

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Custom Group Partners

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Company Pages

2,000,000company profiles

162,000products & services listed

30,000recommendations generated

49,000,000company follows

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LinkedIn Company Pages• Your company’s home on LinkedIn

• Present your portfolio of products & services

• Drive product & services recommendations from LinkedIn users

• Benefit from earned media as recommendations spread virally across users’ networks

• Create different versions of pages based on audience demographics

• Access to analytics on who is viewing & interacting with your pages

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Recommendations are trusted

Textads on mobile phones

Online banner ads

Online video ads

Search engine results ads

Ads before movies

Emails signed up for

Radio

Billboards / outdoor advertising

Magazines

Newspaper

TV

Brand sponsorships

Editorial content (eg: newspaper article)

Brand websites

Consumer opinions posted online

Recommendations from people known*

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Have some degree of trust* in the following forms of advertising

Source: The Nielsen Company*ie: 90% of respondents ‘completely’ or ‘somewhat’ trusted recommendations from people they know

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Recommendations Ads

• Dynamic, viewer-aware ad unit

• Displays recommendations for Products & Services from within the viewer’s own network, followed by those from other professionals

• Invites the viewer to make their own Product & Service recommendations

• Acts as a viral call to action, based on peer recommendations

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AT&T Company Pages

• AT&T a launch partner for the Products & Services release in Nov 2010

• Initial focus on eight products & services

• Ran awareness media & roadblocks to support their pages

• Generated over 400 recommendations for their suite of products & services

• AT&T company page has over 75,000 followers

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Company Page Partners

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GroupsSocial Ads

AnswersPolls

How LinkedIn drives the purchase funnel

Products & ServicesRecommendations

Social Ads

DisplayTake Overs

InMailCustom Programs

InMailDirect Ads

White PapersAPIs

Advertising

Community

Reputation

Direct Response

Awareness

Consideration

Preference

Purchase

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Engagement Reports

• Understand how your target audience has engaged with your campaign

• Analyse results by member demographics, eg industry, job function, seniority, company size etc

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LinkedIn Research Network (LRN)• Choose from brand perception or

campaign effectiveness studies

• Discover how your target audience feels about your brand and their likelihood to purchase from you

• Personal email invitation, typically with high response rates as members are incentivised to respond

HP Small Biz Nation Group study• Study conducted pre, mid and post HP’s group campaign

• Ad recall doubled at 4+ exposures

•Group members 50% more likely to rate HP ‘excellent’ at understanding needs of small businesses

• For those exposed to the campaign, purchase intent increased 33%

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QUESTIONS?

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THANK YOU