linkedin overview for caremark

A New Paradigm in Engaging with Decision Makers

November 9th , 2012

Agenda

LinkedIn Snapshot

Targeting on LinkedIn

Follower ecosystem

Advertising Solutions & Tactics

Content Extensions

Our Mission

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

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The world’s largest professional network

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2004 2005 2006 2007 2008 2009 2010 2011

2 48

17

32

55

90

100+

LinkedIn Members (Millions)

187MM

*150

Q3 20122 new members join every second

187,000,000+

registered members (as of November, 2012)

The globally connected professional network

6M+

Canada

66M+

USA

10M+

Brazil

3M+

Australia

39M+

Europe

2M+

DACH

3M+

Italy4M+

France

3M+

Spain

3M+

NL10M+

UK

17M+

India

4M+SE Asia

5M+

MENA

1M+

Sweden

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The Mindset Divide

“The Mindset Divide

TNS / LinkedIn Study, September, 2012

Emotions

Purpose

Brand Role

Invest TimeSpend Time

Distraction

Nostalgia

Kill Time

Old Memories

Socialize

Fun

Personal Interests

Express Personality

Entertain

Ambition

Achievement

Information

Aspiration

Contacts

Professional Identity

Recommendations

Make Decisions

Improve Myself

Context Matters

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“Different social media sites make more sense for different

industries”

Follow for incentives, rewards or discounts

Follow for news insights

& information

Members deeply value our brand as a professional, trusted and remarkably different social environment

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Members First

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

The Power of Targeting with LinkedIn – Key to what we do

Job function

Industry

Seniority

Occupation

Company size

Education / Degree

Geographic location

Company or business

Age

Group Participation

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Follower ecosystem

Your company page is your central hub on LinkedIn

Corporate digital identity beyond Brand.com

Opportunity to showcase products & services in an environment where decision makers already are

Convey your vision, purpose & corporate value

Give members a reason to follow you by connecting them with valuable resources (whitepapers, video, customer testimonials, etc)

Who are CVS Caremark’s current followers?

As of 10/1/12: Total Followers

36,619

By non-company employees

40% or 14,414

Followers by Seniority

Followers by CompanyFollowers by Industry

LinkedIn Follower Report – October 2012

Followers by Job Title

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Enhanced company page example - Humana

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Sarah, Follow

Keep up with interesting, relevant updates about this company

Follow Company Ads are your most effective way to increase followers from your target audience

Sarah SmithPharmacist

CVS Caremark

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Engage your followers with relevant messages

You can send updates to specific groups of followers

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Your messages become trusted content on Sarah’s home page

Sarah SmithPharmacist

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Marc Bassett

And your message is amplified when Sarah endorses it

Staff Pharmacist

No limit to the value you can create

$

# of marketing messages sent over time

Value of a Follower Unlimited ability to message over time

Cost

Value

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Using LinkedIn Solutions to Reach Marketing Objectives

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Prominent placement

Little competition

IAB standard units

Clean, clutter-free

environment

LinkedIn Display Advertising - Easy to place. Hard to miss.

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Content Modules Customized multi-tab, in-banner opportunity offering advertisers a turnkey solution to distribute their content on LinkedIn.

Share news, videos, tweets, blogs, case studies, whitepapers, etc.

Distribute this content to build brand loyalty and establish thought leadership

Keeps the member engaged with your brand

Easy execution via RSS feeds

LinkedIn reports on impressions, clicks, tab clicks, hovers, scrolls & Twitter follows (if applicable)

Typical banner CTR on LinkedIn: 0.05%-0.07%

Content module on LinkedIn: 10-30% interaction rate

Frequency cap: 7x per week

Higher interaction rates

inMail Partner Messages Determine the specific target audience you want to engage with on LinkedIn.

Send a customize dedicated email directly to member’s LinkedIn inboxes.

Notification stays on member’s homepage until an action is taken

Messages only sent to active LinkedIn members.

Members receive one message per 60 days – offers advertisers 100% SOV with target audience.

Members can opt-out of receiving promotional messages if they choose.

Ability to distribute multiple forms of creative & rich media is accepted

Open rates range from 20-25%

Average CTR 10%+

Strong Engagement

LinkedIn Sponsored Polls -- Ask, Listen, Learn

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Drive conversations relevant to your brand

Provide professionals with an easy, compelling way to share their opinions

Engage business people and encourage brand-relevant conversation

Dynamically-served ad unit on results page aligns message with member responses

Target specific audiences at scale

Note: Comment function can be turned off

LinkedIn Groups – Members only & Open GroupsCollaborative communities for engaging your target audience

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Group Statistics

Over 600,000 Groups currently on LinkedIn

1,500 new Groups created daily

3MM members join Groups every month

Implement unique content modules to provide superior member experience

Launch robust promotional media to drive membership

Sustain long-term relationships and regular interactions with customers

Generate viral growth when members share group content with their connections

Review posts before they go live

Case Study: Philips: Creating Global Communities

Objectives

Products Custom Groups Partner Messages Display Ads Sponsored Polls

Position Philips as the thought-leader in the healthcare industry

Build credibility & drive awareness among key audiences

Results

60% of group members are

manager level and above

Established largest LinkedIn group dedicated to healthcare innovation with over 60K members and 5,000+ discussions

Case Study: athenahealth: Establishing Thought Leadership

Find and influence healthcare executives online

Broaden access to thought leadership content

Objectives

Product

Content Ads

Results

61% Increase in click-to-conversion rate

Use targeting to reach executives, increase visibility for thought leadership and improve lead generation

Case Study: (Managed Group) Connect: Professional Women’s Network - Powered by Citi

5k

15k20k

25k+

Citi: Professional WomenTotal Group Members

Over 15% of members are commenting fueling an increase in membership

Close to half of members are returning on a weekly basis

55K+ active members

April May June July

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Addendum: Content Drives Engagement

Jobs

Jobs

Content

5X

Create long form content from the share box

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Everywhere

Working everywhere our members work

Need current footnote/date

>25% LinkedIn Member Visits

Everywhere

From coffee to couch and everything in between

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Thank YouStephanie Katzman

Account Executive – Marketing Solutions

skatzman@linkedin.com