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LinkedInDiscussion about Social Media, Case Studies, Best Practices, and New Media Opportunities

Marketing Solutions1Understanding how to work in a networked worldMarketing Solutions2

AgendaDifferentiating between the Social NetworksSnapshot of LinkedInBrazil LandscapeCase Studies / Best PracticesNew media opportunities on LinkedInMarketing Solutions

AgendaDifferentiating between the Social NetworksSnapshot of LinkedInBrazil LandscapeCase Studies / Best PracticesNew media opportunities on LinkedInMarketing Solutions

Key ThemesIdentityRelationshipsActivities

The Big ThreeTwitterFacebookLinkedIn Differentiating between the Social NetworksMarketing Solutions

Ability to disseminate and/or track informationReal time, trending, celebrity appeal In the context of LinkedIn:Partnership enabling publishing and professional information flowContent in to Linkedin when relevantContent published out to amplify professional message

The Public Broadcast PlatformMarketing Solutions

Mass audience, socially engagingCore use cases: games, photos, sharingIn the context of LinkedInVery different environments (customers, priorities, objectives)Overlap in participants, but not in intent The Social UtilityMarketing Solutions

MISSION: Connect the worlds professionals to make them more productive and successful

Provide ability to own and manage ones own professional identityCurate professional contextTurn relationships and information into business opportunity

The Professional NetworkMarketing Solutions

AgendaDifferentiating between the Social NetworksSnapshot of LinkedInMarketing Solutions

Identity1Authenticity2Reputation3Accessibility4Reciprocity5Marketing Solutions10Our MissionWe connect the worlds professionals to make them more productive and successful.

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Marketing SolutionsHeres our mission statement. Our CEO likes to talk about how this is not a VISION but a MISSION, something which we are determined to accomplish. We connect the worlds professionals to make them more productive and successful. Every single member that joins our network has the chance to uncover economic opportunity via LinkedIn and also to provide economic opportunity to others in our network . And we are serious about connecting every single professional globally we think there are at least 500 million out there. So while weve experienced incredible growth in the last couple of years, were only just getting started.11LinkedIn by the Numbers

Marketing Solutions

100M members+3M / month, 1 new member / second Truly Global.CAN 4%USA 52%EU 22%IND 8%AUS 2%BRZ 2%Marketing SolutionsLinkedIn is truly globalGrowing more quickly out side the USA than in the US

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DemographicsAverage Age44Average HHI$105,731HHI>$150K22%College Grad76%2.2MSmall Business Owners7MSenior ExecutivesCXO atevery F500company

Other Facts# of Company Profiles> 1M# of People Searches (2009)> 1B# of Pageviews / month1.3B+Fortune 100 Customers> 70%# of Groups> 620K# of Members in Groups13M+ LinkedIn: Global Internet Business Platform* Data from 8/2010Marketing SolutionsLinkedIn.com in the next 90 minutes37,500+ Links shared

900,000+ Pages viewed150,000+ Professionals will visit 5,400+ New membersMarketing SolutionsTo put our growth and network activity in perspective in the next 90 minutes, before youve even left this room, heres what will happen on LinkedIn.

Over 5400 new members will establish a LinkedIn profile

-Our existing members will share a lot of content over 37500 links to professional articles of interest

There will be close to a million page views

And over 150K professionals will log in to LinkedIn15

AgendaDifferentiating between the Social NetworksSnapshot of LinkedInBrazil LandscapeMarketing Solutions

Source Comscore Brasil 2010 Year In ReviewMarketing SolutionsBrazilian are looking to social media to market their brands and reach their consumers17LinkedIn Brazil3+ Million Members2.260 Million Unique Visitors52 Million Page Views22 Million Minutes9.7 Average Minutes Per Visitor

Source: comScore Brazil Media Metrix February 2011Marketing SolutionsLinkedIn Demographic Profile 91% of UV on LinkedIn Brazil are adults 25-54Source: comScore Brazil Media Metrix January 2011GenderAgeMarketing SolutionsNote: HHI is not recorded in comScore for Brazil19

AgendaDifferentiating between the Social NetworksSnapshot of LinkedInBrazil LandscapeCase Studies / Best PracticesMarketing SolutionsLinkedIn Best Practices/Case Studies

LinkedIn is a professional network focused on making our users more productive and successful and we look for the same from our marketers. The quality, transparency and trust of what transpires on LinkedIn is different than any other site online.

69% of LinkedIn members trust the information they receive from colleagues on LinkedIn more than any other networkMarketing Solutions21LinkedIn Best Practices/Case Studies


Encourage all employees to join LinkedIn, build out their profiles, highlight career accomplishments and engage with other professionals.

Marketing Solutions22

Marketing Solutions23LinkedIn Best Practices/Case Studies



Feature real employees/people in marketing campaigns.

Marketing Solutions24Join the CommunityMicrosoft Leveraged Their Real Employee to Build Trust With Their Consumers




Feature real Chevron employees in marketing campaigns.

Engage users in dialogue on LinkedIn and see what people are talking about.

Marketing Solutions26Join the Community

The White House GroupBuild long-lasting relationships and join the conversations.Marketing Solutions27Philips Innovation in Health: home for like minded individuals

Marketing Solutions28Petrobras: 2623 members with quality discussions






Utilize polls to help inform how to interact with LinkedIn members.

Marketing Solutions30Blue Cross Blue Shield Cares About their Customers Health






Utilize polls to help inform how to interact with LinkedIn members.

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AgendaDifferentiating between the Social NetworksSnapshot of LinkedInBrazil LandscapeCase Studies / Best PracticesNew media opportunities on LinkedInMarketing SolutionsHighlight your companies products and services

Drive member recommendations.

Generate awareness through ongoing viral updates

LinkedIn Company PagesA recommendation engine with professional context.

Marketing Solutions34Group ModerationToolsEnable Self-PolicingReview content members flag for moderationModerate MembersDelete discussions, comments and job posts before they go liveDecrease SPAMRestrict posts from repeat guideline offendersOrganize ContentMove discussions , jobs and promotions to separate tabsLinkedIn GroupsIncreased Management Controls and ability to open Groups

Marketing Solutions35Recommendation Ads leverage the LinkedIn social graph

Content dynamically served based on recommendations from the viewers network

Members can share or recommend through the ad unit

LinkedIn Company Pages Recommendation AdsDrive recommendations with viewer-aware advertising

Marketing Solutions36LinkedIn Content AdsMultiple choices to bring content to your target audience.


LinkedIn PollsComplete revamp of our Polls platform for more sharing capabilities.

Marketing Solutions38Videos

RSVP for upcoming meetings

Scrolling ticker of real-time Tweets during a live meeting

LinkedIn in2Video In-Banner ExperienceEnhanced ad functionalityMarketing Solutions39Send Partner MessagesPersonalized, customized and professional relevant messagingCampaign ObjectivePromote the 2010 GSMA Mobile Money Summit in Rio de Janeiro

LinkedIn SolutionDeployed relevant messaging with summit benefits, agenda and sign up

Targeted LATAM professionals in the telecom industry and members of mobile LinkedIn Groups

ResultsExceeded the average 20% standard Partner Message open rate

About the LinkedIn Partner MessageEnjoy targeted, 1-to-1 communication by delivering professionally relevant messages directly to a members inboxMarketing Solutions40Delivering ResultsPersonalized, customized and professional relevant messagingCampaign ObjectivePromote Microsofts Lync Server 2010 as a solution for seamless voice, video and web conferencing

LinkedIn SolutionDeployed personalized information about the product benefits, targeted IT decision makers in Argentina and Uruguay

ResultsExceeded the average 20% standard Partner Message open rate in both countriesAbout the LinkedIn Partner MessageEnjoy targeted, 1-to-1 communication by delivering professionally relevant messages directly to a members inbox

Marketing Solutions41LinkedIn Summary

Social Media is evolving and LinkedIn is helping lead the charge.

LinkedIn is the largest professional network with over 100 million users worldwide, and over 3 million users in Brazil and gaining a new user every second.

The quality, transparency and trust of what transpires on LinkedIn is different than any other site online.

LinkedIn offers unique marketing solutions for companies to build awareness as an industry leader.

Marketing Solutions42Thanks.Marketing Solutions43LinkedIn Brand Perception StudiesLearn what people think of your brand before you go to market.

Marketing SolutionsLinkedIn Brand Perception StudiesLearn what people think of your brand before you go to market.Group Membership GrowthEngagement 90% repeat visit rate among group members

42% say the group is more useful than other groups they belong to

20% have commented in a discussion and nearly everyone has read a discussion

Research identified an opportunity to segment content for: employees, vendors, job seekers, industry expertsQuality of Service and SupportNet Promoter ScoreMarketing Solutions45

Opportunities Off the LinkedIn Platform


Source Comscore Brasil 2010 Year In ReviewMarketing SolutionsBrazil Internet population and trends are growingMilestones events are driving an impact and the use of social media provides real time accesibility to information47

Source Comscore Brasil 2010 Year In ReviewMarketing SolutionsGoldman Sachs Brings Together People to Help Support Communities

Marketing Solutions49Profile-specific data about your adsLearn which targets were engagedDiscover new audiences

LinkedIn Campaign Insight ReportsA detailed look at specifically who saw your ads and who acted on them.Marketing Solutions