LinkedIn Marketing Solutions: Engage the Influential

Dawn ChanRegional Account DirectorSoutheast Asia

What is LinkedIn?

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200,000,000+registered members

The globally connected and world’s largest professional network with over

Canada UK7M+

Canada

77M+

USA

11M+

Brazil

44M+

Europe11M+UK

19M+

India

2.9M+

China

4M+

Australia5.4M+

SEA8M+

Africa

Updated 20 Feb 2013

34M+

APAC

1.1M+

Malaysia

professionals

Connect the world’s professionals to make

Our Mission

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

Members Value Proposition

5

EverywhereWork wherever our

members work

InsightsBe great at what

you do

IdentityConnect, find, and

be found

Why LinkedIn

Content

Jobs

LinkedIn is a Unique Proposition

8

Different social networks offers unique proposition s

Personal

Professional Public

Professional NetworksPersonal Networks

What are the top 5 reasons people use social networks?

1

2

Socialise

Stay in touch

Maintain professional identity

Make useful contacts

“Spend Time” “Invest Time”

Source: Q10a– Information to receiveBase: Professional SN users (5204) Personal SN users (8692)

2

3

4

5

Be entertained

Kill time

Share content

Search for opportunities

Stay in touch

Keep up to date for career

Top 5 tips to optimise your marketing with the right mindset

Recognise the separation between personal & professional networks.

Frame how your brand helps users gain knowledge and success on professional networks.

1

2

Align your brand with emotion by matching your message to the user mindset.

Engage information-hungry influencerswith exclusive information.

Build meaningful relationships by participating, sharing and listening.

3

4

5

BIG Data:Affluent Professionals Pro-actively

update their details on LinkedIn

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update their details on LinkedIn

Most accurate registration based targeting on the webProactive brand management.

Keyword Matching Options

Function, Seniority, Location, Industry, Company Size, and more

Education, Interests, Groups

What does it mean for Marketers when you add this all up?

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you add this all up?

Audience Professional context Marketing impact

LinkedIn for Marketers

LinkedIn Confidential ©2013 All Rights Reserved

Scale

Targeting

Affluence

Influence

Trust

Engaged

Direct Response

Awareness

Perception

Consideration

Report & Research

Success Story – Citi InnovatesEngaging working women in the US through Relationship, Content, and Community

Professional Women’s Network

107K+Total Members

Citi: Building engaged communities

2.5XMore Engagement than Avg.

+23%Likely to Recommend

+32%Brand Consideration

18

20

Ads served to target audience on LinkedIn

21

Clicking on ad leads to a sign-in page to grant API permission to pull-in LinkedIn connections

22

Recommend multiple connections to sign-up

23

24

Simple interface; user only needs to fill in one field

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ObjectivesObjectives

SolutionSolution� Recommend card to

connections

� Gain market share� Generate awareness

Increase card sign-ups through viral recommendations IN

connections� Gain benefits from successful

referrals & direct applications

http://americanexpressindia.co.in/linkedin

Data LeveragedData Leveraged� Member profile� Connection profiles� Messaging & network updates

APIs offered by LinkedIn

Access information in your connections or network’s profiles, and search for people. Example returned info: your connections and faceted searches.

People and Connections:

Returns LinkedIn member profiles.

Enable users to engage with like professionals.

Retrieve and display Group content, post to the Group, and join the Group

Groups: professionals.

Companies: Search for and follow companies. See lists of products, recommendations, and details such as Twitter feeds

Enable users to engage with your company.

Thank you. Feel free to connect with me on LinkedIn at sg.linkedin.com/in/dchanyi/

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LinkedIn at sg.linkedin.com/in/dchanyi/

Dawn ChanRegional Account DirectorSoutheast Asia

Questions?

LinkedIn Useful Links

� What’s hot! http://blog.linkedin.com/

� Marketing http://marketing.linkedin.com/

� Case studies http://marketing.linkedin.com/success-stories

� Advertising specs http://adspecs.linkedincreatives.com/

� Developer site https://developer.linkedin.com/

Appendix

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1,175

423

Monthly Unique Visitors (‘000s)

LinkedIn Malaysia

423

260 229 158 108 70

LinkedIn BBC.com CNN.com Bloomberg WSJ.com Time.com FT.com

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Source: Comscore MyMetrix (Dec 2012)

Combining Core Competencies

Partnership

Conversation & EngagementBrand Messaging

Social Activation

Analytics/Research

Technology/Product Integration

Partnership Foundation Thought Leadership

Sponsored InMailsExamples

LinkedIn Today

1.3M+Publishers

35

Groups

40M users 210Mmemberships 1.3M groups

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InMaps: Your Professional Connections, Visualised

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Self-Serve LinkedIn Adshttp://www.linkedin.com/advertising

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