The Right Connection

Background:

• Numbers Tell The Story

• Growth

Content:

• Content Value

• Content Types

Business Lines:

• LinkedIn Marketing Solutions

• LinkedIn Talent Solutions

• LinkedIn Sales Solutions

2

Agenda

Connect the world’s professionals to make

them more productive and successful

3

Our mission

1 of every 2 professionals on the planet is on LinkedIn

4

5

200,000+ professionals join daily

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

1 4 7 16 31

53

87

144

200

238

300M+

The world’s largest global professional network

364,000,000+ registered members

Canada

USA

Brazil

EMEA

Israel

Ireland

Australia

South

Africa

NL

BE

UK DACH

France

Spain Italy

Turkey

12M+

117M+

21M+

89M+

1.2M+

4M+

1.4M+

7M+

5,8M

19M

2,5M 6,5M

10M

7,4M

8,4M

4,1M

1 – The Mindset Divide research study, TNS, September 2012

Top 3 types of content expected

Personal Networks

Info on friends

Info on personal interests

Entertainment updates

Professional Networks

Career info

Updates on brands

Current affairs

Spend Time Invest Time

1

2

3

7

364 million minds. One aspirational mindset.

8

We build

relationships between brands and the world’s

professionals to make them both more successful.

The definitive professional publishing platform

They expect and trust content from brands on LinkedIn

9

Firstname Lastname

Title

Company

2,000,000 followers

10

Company Pages

Identity: your company’s profile to the world’s professionals

Network: connect professionals and your employees to drive economic opportunity

Knowledge: share content and opportunities to make professionals more productive and successful.

Your destination to establish your company's identity and build relationships with the world's professionals

11

Affiliated Company Pages

Dedicated presence for subsidiaries, acquisitions and regional markets

Allows for distinct admins and analytics

Share relevant job opportunities to candidates that visit your page

Pages for parts of your business with distinct recruitment and content publishing needs

12

Showcase Pages

Create a dedicated page for aspects of your business with their own messages and audience segments to share with

Members can now follow aspects of your business they’re interested in

Share focused content to build a relationship with a specific audience

Effectively segment your audience, and deliver the right message to the right audience.

Be accurate Be helpful Be everywhere

13

How we can help you build those relationships

Very interesting!

16

43% growth

in page views y/y

26% growth

in unique visitors y/y

Connections

Company Industry

Size

Gender Education

Geo

Groups

Standardised

job titles

Seniority Function

Occupation

Lives in Account Executive Heavy mobile and iPad user

Profile Identity

Identity

18

Dublin

500+ connections

Member of groups about

entrepreneurship and business

Shares content daily on LinkedIn

Network & knowledge

19

Profile Identity

20

21

LinkedIn Self-Serve Ads

Acquire customers for your business with self-serve text ads

Generate leads with pay per click performance advertising

Manage campaigns yourself with our easy to use self-serve interface

Set your own budget

22

Sponsored Updates deliver rich content

across all devices in the LinkedIn feed

• Get your company’s updates to more people and attract new followers

• Reach just the right audience with comprehensive targeting options

• Choose to invest on a CPC or CPM basis

• Use Direct Sponsored Content to easily personalise and test your content ads

• Improve performance with real-time analytics

LinkedIn Sponsored Updates

Feature Summary

“Sponsored Updates allowed us to reach the right audience

on the right channel to educate marketers.”

Amanda Rendle

Global Head of Marketing, Commercial Banking and Global Banking and Markets,

HSBC

• Drove over 40,000 interactions with HSBC content

• Boosted organic update impressions by 1,500% and social

interactions by 900%

• Created long-term value, attracting 3,750+ new followers to the HSBC

Commercial Banking LinkedIn Company Page

• Delivered reach and engagement from more than 50 industries

Results:

“LinkedIn Sponsored Updates helped us talk about our

brand in a fun and engaging way.”

Seth Freeman

Director of Marketing, Holiday Inn Express® brand, Americas, IHG

Results:

• Increased followers from 7 to 1,622 in just 40 days

• Engagement 2x LinkedIn benchmarks

• Clickthrough rates 2x LinkedIn benchmarks

26

Premium Display Ads

Reach the right audience at the right time on the most accountable medium

Target influential professionals with precision

Drive high-quality audiences to your website

Showcase your brand within an aspirational context

Gain unparalleled insights with deep performance metrics

27

Video Content Ads

Distribute YouTube assets directly to LinkedIn members

Make your presence more effective by broadening reach

Encourage users to stay tuned-in for longer

Provoke an emotional response by bringing your message to life

• Target professionals with accuracy and scale across the web

• Reach your audience with frequency to increase awareness and engagement

• Engage prospects on LinkedIn, business publisher sites, and beyond

• Measure the impact of your programs with full funnel analytics

Reach the right professionals wherever they travel

LinkedIn Network Display

“We can reach prospects anywhere online and make

every interaction with them more personal and

relevant throughout the buyer’s journey.”

Eric Hansen

Director of Demand Generation, Cetera Financial Group

Results:

• Drove over 900 new website visits from finance professionals

• Increased page views by 27% from visitors that were nurtured with

display and social ads

• Generated nearly $1 million in new business

“LinkedIn Sponsored Updates help our marketing messages resonate

with our target audiences, and reach our consumers where they spend

time online in a relevant and meaningful way – especially when the

updates are coupled with Display Ad campaigns.”

Mark Aikman

Social Media Lead, Mercedes-Benz USA

Results:

• Achieved engagement rates up to 1%

• Achieved incremental results by combining SU and

Display Ads

• Used LinkedIn Display Ads to drive qualified traffic to

Mercedes-Benz USA website

• Reach active members with messages sent only when they are on LinkedIn

• Break through the limits of traditional email marketing with 100% deliverability

• Keep your key target audiences engaged across desktop and mobile

• Drive conversions with the right content and personalized messages

LinkedIn Sponsored InMail

“LinkedIn has helped generate excitement and enthusiasm

around thought leadership, which reflects positively on our

faculty and students. We know who’s sharing and commenting –

they’re leading professionals, exactly who we want to target.”

Neil Bearse

Director of Marketing, Queen’s School of Business

Results:

• 300% increase in traffic to QSB Insight website

• 60% increase in webinar attendance

• 450 leads for Executive M.B.A. program

“With a targeted marketing campaign on LinkedIn, we

received seven times as many inbound inquiries from

potential customers than we had using conventional

methods.”

Kyung-Heon Kim

Vice President, Energy Solutions (ES) Marketing Team, Samsung SDI

Results:

• Reached nearly 300,000 LinkedIn members

• Acquired an entire year’s worth of sales leads in

just 2 months

• Achieved 7x higher ROI on marketing budget

“Although this was a trial campaign, we are

overwhelmed by the response we received in terms of

open and click rates, and would continue to do similar

campaigns in the future.”

Hideyuki Kuwayama

GM of Marketing, Nissan Motor India

Results:

• InMail open rate of 88.9%

• Click-through rate of 5.6%

“We knew we needed to reach the niche audience that

services and supports the oilfield services industry.

LinkedIn’s ability to hyper-target this specific segment

and find key people in the industry was a huge draw for us.”

Nicole Baron

Marketing Manager, VistaVu Solutions

• LinkedIn Display Ads generated 4-5x more leads than other

display advertising campaigns

• Converted 2.4x more leads than other display advertising

• Achieved 23.8% conversion rate on InMails

• Reduced cost per lead by 75%

Results:

Acquired

customer

Drive them

to your site

2

Reach more of the right target 1

LinkedIn Display Sponsored Updates Target

audience

Your

site

Website

visitor

Autofill Your

site Named

prospect

Nurture more

of them into

named prospects

3

Nurture more

named prospects

to acquired

customers

4

Network Advertising Sponsored Updates Facebook

Newsfeed

Sponsored Updates Network Display Lead Accelerator

Display Advertising

• Identify and target your highest value audiences

• Engage prospects through display, social ads, and sponsored content – and sequence relevant ads

• Improve ad and nurture stream performance through A/B testing

• Increase conversion rates with LinkedIn Autofill

• Measure program impact at every stage through advanced reporting

LinkedIn Lead Accelerator

Feature Summary

OpenDNS reached, nurtured, and converted

IT decision makers with LinkedIn Network

Display and Lead Accelerator.

• Drove more than 9,400 new website visits from IT pros

• Increased engagement: 140% increase in page views per

visitor; 64% increase in visits per visitor

• Generated 280+ new leads

Results:

• 23% increase in leads in the first 2 months

• Visitors nurtured via Lead Accelerator viewed 10% more pages

and visited the site 18% more frequently

• Launchpad got Groupon’s marketing team up and running in days

• Direct access to data gave Groupon a better understanding of

prospects visiting their site

• Eloqua integration

“We can reach prospects anywhere online and make every

interaction with them more personal and relevant

throughout the buyer’s journey.”

Stephan Heller

Head of Merchant Marketing, Groupon EMEA

Results:

70% of professionals today are passive candidates

Active Candidates Work on their job search

- Search job boards

- Seek out many opportunities

Passive Candidates Work on doing their jobs better

- Develop networks

- Only listen to the right opportunities

30% Active

70% Passive

364M+ Members worldwide

40

Veteran Mobile Top Performer

Expand your reach to Access

the full network

Added to project

Met them. Ready to move in 6 months. Follow up in Oct.

Media Planner

Media Planner

Engage candidates directly

with InMail

Manage your pipeline of

talent

Find and Engage the world’s best passive talent

41

ACME Systems

James Davis

500+ Connections

2nd

Media Planner

We need to build the foundation on LinkedIn

Personalized targeting of

all professional Jobs

Recruiter with Talent

Pipeline for full team

Branding and jobs on

employee profiles

Branded Career Page

Traffic-driving ads

Strategic Sourcing

and Pipelining

Personalized

Job Targeting

Talent Brand

Development Metrics and

Analytics

Talent Brand Index

Product usage and impact

Talent insights

42

Billions of professional relationships

364M+ members

2B+ member updates per week

LinkedIn has a wealth of information on the people &

companies with whom you want to build relationships

5.4 75 of B2B buyers now use social media to be more informed on vendors

% 90 of decision makers say they never respond to cold outreach

% people are now involved in the average B2B buying decision

Corporate Executive Board 2013 – Winning The Consensus Purchase

Corporate Executive Board 2012 – New Decision Timeline

Harvard Business Review 2012 – Tweet Me, Friend Me, Make Me Buy. Decision makers are C-level

The buyer’s process has changed

Relevant news

LinkedIn’s network data

Your accounts, leads & preferences

Sales Navigator makes it simple to establish and grow

relationships with your prospects and customers

Sales

Navigator

Build trust with your prospects and customers

Stay informed on key updates at your target

accounts

Find the right people quickly and easily

Receive recommendations on leads to contact

Access more people at your accounts

Focus on the right people

and companies

Stay up-to-date on the people you’re interested in

Be informed of what’s happening at your accounts

Research prospects wherever you work

Engage with prospects and customers through your company

Build your professional reputation

Reach prospects outside of your network

Sales Navigator is your partner throughout every stage of

relationship development

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