linkedin marketing strategy - marketing critical thinking skills
Embed Size (px)
DESCRIPTIONThe marketing strategy developed for LinkedIn's future growth in a MBA course at NIU. The project challenges to think critically for continuous growth of the company on a global level.
History - 2003
Startup Company Linked In 10 members
History - 2004Experimentation
◦Address Book Upload◦Groups1,200,000 Members
◦Public Profiles◦Recommendations◦People you May Know5,000,000 Members
History 2008Global CompanyMultilanguageMembers 33,000,000
History 20101000 Employees10 Offices around the world85,000,000 Members
History 2011Publicly Traded Company135,000,000 Members
History 2012Re-architected Site, Product
Innovation and Transformation187,000,000 Members
2013244,776,470 MembersLinked In Turns 10
Industry AnalysisSocial Networking
• Friends• Relatives• Classmates• Colleagues
• Email• Instant
• Share Interest
• Share Activities
• Post Events• Share Photos
Social Networking Web Sites
Common Social Networking WebsitesFacebook , Twitter, LinkedIn,
Blogging and YouTube are the Top 5 Platforms
Social Media Web site for Marketers49% Marketers use FacebookLinkedIn (16%), Blogging (14%)
and Twitter (12%)
B2B vs B2CNo Difference in B2BFacebook dominates B2C
Who Uses LinkedIn?
• 120 million+ professionals
• Over 150 industries• Executives from every Fortune 500 firm• 6.5 million+ students
• 9 million+ recent college grads
• 37,000 college and university alumni groups
• People are joining LinkedIn at a rate faster than 2 new members per second!
How LinkedIn Works
Your Friends’ Friends
Your Friends’ Friends’ Friends
“It’s no longer enough to simply have a solid resume. Students now need a professional online presence.”
- Holly Paul, US Recruiting LeaderPricewaterhouseCoopers
Scoping the Competition
Advanced People Finder
• Annual budget planning
• Deceased client• Opinion results for
column and blog fodder
• Product & Service Feedback
• Conduct market research
• Tweet Poll results to generate additional group followers
Strengths◦ First mover◦ User traffic◦ Revenue model◦ Corporate
clients & add-ons
Customer/Target Market Analysis
◦Mobile strategies◦User engagement◦Dependency on online recruitment
◦Publishing and content platform
◦New social media platforms◦Potential new entrants into the
Target Market Analysis
Competitive AnalysisCategory Description Competitors
Online professional networks and social media sites.
Facebook, Google, Microsoft, Twitter, Xing, and Viadeo
Talent Solutions Ways to match job seekers with recruiters and hiring organizations.
Monster, CareerBuilder, Indeed, Oracle (through Taleo), SAP (through SuccessFactors), and IBM (through Kenexa), and traditional recruiting organizations.
Advertising and Marketing Giving advertisers access to specific user information and selling ads that reach targeted audiences.
Online and traditional media outlets. From search engines and social network sites to television, radio stations, and newspapers.
Members-Professional NetworkLinkedIn competes for time spent
on their site vs. other social networks.
The more engaged a user is with the site the easier it is to generate money from them through advertisements and marketers.
Competes with Xing and Viadeo for new members.
Talent SolutionsMatching job seekers with those
recruiting talent in their industry. Competes online with companies
like Monster and Career Builder.Offline LinkedIn competes with
traditional recruitment agencies.
Advertising and MarketingUsing the personal information of their user
base to sell advertisements to marketers.Traditional media outlets as well as internet
companies fight for the same dollars.◦Television◦Radio◦Magazine◦Facebook◦Google
Who can best assist companies reach their target market?
Marketing Strategy –Global Concern
• Local Merchants in different countries hesitate for international trade
• Reluctant of international trade due to reliability
• Haven’t seen the benefits of global trade
• Don’t have a platform where they can trade!
Marketing Strategy-Recommended Decision
Buyer – Seller Platform
Marketing Strategies – Global Growth Opportunity
Highest Growth in EMEA due to increase in middle class of Africa
Marketing Strategy – LinkedIn Market Position
Current Market Position
Opportunity of growth in developing markets.
Competitor resistance and expansion
Companies like Trade.com and Alibaba.com have similar services
Limited to certain geographic regions
LinkedIn has advantage of large accurate data
Increases trust among users
We Recommend this platform significantly
Marketing Strategies –Biggest Challenge!
Idea of online professional networking online is not diffused properly in South Asia & Europe
Still use traditional ways of networking
26 million in Europe
Only 24-30 million users from China & India
Increasing trend of internet usage can help!
Alternate Strategy Cloud computing business History of SalesForce
◦ 1999-2013◦ Acquisitions
“Turn cold calls into warm conversations”Partnership with LinkedIn
◦Pure pool of data◦238 Million potential customers◦Turn ten wrong calls into one right
Through the Glassdoor with LinkedIn
◦An inside look at jobs & companies◦Every review is verified◦Small business reviews through LinkedIn
profiles◦ Information sharing of certain members of
upper management through Glassdoor◦Read reviews via login sharing◦ Inflow of filtered information will keep
competitors at bay◦ Information on LinkedIn page through
Glassdoor◦Global expansion hand in hand with LinkedIn
Higher Learning Institutions
Job fairs on/off campus via LinkedIn
Discounts on LinkedIn professional services to active students/faculty
Pre-determined search of qualified candidates
Student support◦Inquiry about job listings◦Live support with recruiters◦Mentor Program
Competitor’s Reaction LinkedIn Viadeo Xing
Members 200 mil+ 50 mil+ 13 mil+
Visitors/Month 97 mil 4.6 mil 57,000
USA 31.2% 2.2% 1%
Germany 2% 1.5% 77.8%
France 3.3% 66.2% 0.6%
• LinkedIn - 100 Products/Services, 200 countries• Viadeo - 65+ Products/Services, 110+ countries• Xing – 30+ Products/Services, 40+ countries• Services like Search filtering, Real time updates,
Private Messaging, recommendations, Endorsements are available only on LinkedIn
Competitor’s Reaction• Diversify by acquisitions:
• Xing acquired Kununu• Kununu provides user reviews about a
• Viadeo acquired Pealk• Pealk is a “search service engine” to enhance
product line• LinkedIn had planned to acquiring Xing
Competitor’s Reaction• Facebook / Twitter /Google Hangouts
• Job advertisement• Company reviews• Possibly acquire job search engine
• Microsoft.• Acquired Yammer (private social networking
• LinkedIn is well positioned, timely updating their services – these updates are key to keeping ahead of the competition
Competitor’s Reaction• Talent Solutions
• Monster, CareerBuilder, Dice.• Job search and applying only.• Tie up with JobVent, PayScale, Salary.com or Telonu.
• Advertising and Marketing• Search engines
• Provide job searches.• Social network
• Attract users contextual jobs advertising.• Television, radio stations, and newspapers
• Add benefits and reviews in job advertisements.
LinkedIn’s CEO talks about competition
SummaryMarket Leader in PSNNo direct global competitionStrong financials and growthInternational expansion and new
services are keeping them ahead of in this rapidly changing market
Users constantly requesting more features and type of services
Enter into buyer/seller trade platformIncrease user time spent on site