Linked in may presentation

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
relationshipsbetween 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

16
43%
growth
in page views y/y
26%
growth
in unique visitors y/y

Connections
Company Industry
Size
GenderEducation
Geo
Groups
Standardised
job titles
SeniorityFunction
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

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 target1
LinkedIn Display Sponsored UpdatesTarget
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 UpdatesNetwork DisplayLead 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 MobileTop 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

Billionsof 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 75of B2B buyers now use
social media to be more
informed on vendors
% 90of 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

Linked in may presentation

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