linkedin_financial services marketing
DESCRIPTION
Update on LinkedIn and how Financial Services firms are leveraging for marketing today.TRANSCRIPT
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James Burnette
10/26/11
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The world’s largest professional networkInternational now comprises over 50% of total membership
1 Internal data as of August 4, 2011; 2 comScore data as of June 30, 2011
150M+
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88MAvg Monthly Users in Q3’1183% y/y growth
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Page Views in Q3’1180% y/y growth
10.5B+
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Searches in Q3’1195% y/y growth
1B+1
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Our mission
Connect the world’s professionals to make them more productive and successful
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Worldwide Workforce
3,300M+2
1 LinkedIn members as of August 4, 2011 | 2 Source: International Planning & Research
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Worldwide Professionals640M+ 2
LinkedIn Members150M+ 1
Huge global market opportunity in members
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Finance Professionals are on LinkedIn
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IndustryTotal
AudienceManager & Above VP & Above CXO/Owner
Financial Services3,104,713 1,339,857 641,381 319,016
Banking 2,077,477 826,871 298,036 87,953
Insurance1,371,135 561,126 234,306 148,928
Investment Management 404,236 215,149 113,757 70,558
Capital Markets184,706 66,201 33,785 21,567
Investment Banking348,692 148,527 65,796 25,188
Real Estate1,771,496 788,790 464,902 388,307
Accounting 1,734,952 500,273 247,130 197,473
Commercial Real Estate180,263 90,369 47,867 33,339
Total 11,177,670 4,537,163 2,146,960 1,592,329
CXO’s From every Fortune 500 Company, + 11 million Decision Makers
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U.S. CXO’s Engagement on LinkedIn
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Financial Advisors
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The value we bring to our members
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Identity
Connect, find and be found
Insights
Be great at what you do
Everywhere
We work where our members work
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Identity
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Connect
Summary: Career and
Professional Highlights
Experience / Education
The professional profile of record
Professional Details
Groups /Associations
Recommendations
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Your most valuable digital real estate
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People are updating their profiles when they’re not looking for work
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LinkedIn’s audience of professionals is one of the most influential, educated and affluent on the web
71%2
College grad or post grad
$86K3
Average house hold income
3.4MCXOs and VPs
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Sources: 1 US internal LinkedIn data, September 2011 2 LRN member survey, September 2011 3The Nielsen Company @ Plan Rel 3 2011
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Targeting beyond demographics
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Function, Seniority, Location, Industry, Company Size
Education, Skills, Interests, Groups
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Thought Leadership Content Distribution
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John Williams Managing Director Investment Advisor, EndowmentsAnd FoundationsGreater New York City Area I Investment Management
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Trigger Targeting
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Amy BrooksVP of Business Development at 3D FinancialGreater New York City Area I Computer Software
Current VP of Business Development at 3D Financial
Past Director of Business Development at AIF Worldwide
Amy Brooks Just started at 3D Financial. I am fortunate to work with such a great team.
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Group Association Targeting
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Michael HudsonChief Investment Officer at Fireman Capital Greater Boston Area I Investment Management
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Insights
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LinkedIn Homepage: Your professional dashboard
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News
BusinessIntelligence
Knowledge
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LinkedIn Today: Your personal trade magazine
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LinkedIn Groups
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Polls – Real Time Insights
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Company Pages – Business Intelligence
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News
BusinessIntelligence
Knowledge
Followers Make a Move that MattersOnce a member commits to follow a brand, they can receive continuous updates in the place where they gather professional information.
Status UpdateCiti Financial capability matters, Read this report that The Citi Foundation
commissioned to understand what is needed to strengthen the demand side of financial inclusion efforts. Citi Foundations: “ Bridging the Gap: Like (185) • Comment (41) • Share
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Brands using status updates to engage followers have shown early success
0.50%Average engagement
actions per status update
121 clicks per update
8 shares per update
72 likes per update 8 comments
per update
A status update on average
…generates 41,567 impressions
…and a .50% average engagement rate with the message
207.3 Engagement rate
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100 million company follows on LinkedIn
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Everywhere
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LinkedIn Mobile: Working wherever our members work
y/y increase in mobile page views
400%
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LinkedIn Platform: APIs for marketers
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Marketing Impact & Data Insights
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Thank you
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