Presented toAvvocating ConferenceJanuary 21, 2010

Professional connectedness and why it matters now more than ever- to individuals- to brands

Agenda LinkedIn Overview How Professionals are using

LinkedIn & Your Brand Management Strategy

LinkedIn Overview

LinkedIn is the world’s most powerful professional network Built upon trusted professional

relationships & connections

Business-focused

Provides access to people, information & opportunities

Unique user benefits from multiple degrees of separation

People on LinkedIn create, connect, collaborate

The world’s largest professional network

A Growing Audience: 52M members 1M new members

every 12 days Members across 200

countries Sites in 4 languages

Deeply Engaged: 100M people

searches each month 3M members join a

Group each month 1M status updates

each week

Internal Nov. 09

Latin America3%

Other0%

North America61%

Europe24%

Asia8%

Africa1%

Middle East1%

Oceania2%

LinkedIn Network Statistics

Network Membership & Reach

Over 56 million professionals* ~2 million members join

per month Roughly 1 new sign-up

per second, 24 x 7 200 countries English, Spanish, French

and now German 150 industries Members from all five hundred

of the Fortune 500

*As of January, 2009

The LinkedIn Audience: The New Influencers

A Younger, More Influential, Career & Education Focused And Harder-To-Find Audience Than The Leading Business Sites

Property Avg Age % College Grad Average HHI% Business

Decision Makers

% Read Business

Magazines Last Month

LinkedIn 41 81% $107,965 48% 29%

Forbes.com 48 64% $93,730 35% 48%

WSJ.com 49 71% $101,574 39% 43%

BusinessWeek.com 47 68% $95,781 42% 53%

Source: @Plan data Dec 2008

Who is on LinkedIn?

Source: Research Firm Anderson Analytics, Oct. 2008

Professional Activity on LinkedIn

■ Over 1M Professionals visit the LinkedIn HomePage every day, consuming close to 4M pageviews

■ Average LinkedIn Member searches 16x/week

■ 20% of Weekly Users visit LinkedIn 3x/week

■ Over 50% of Network Updates come from discussions

■ 45M discussions on LinkedIn per week

■ 4k questions asked within LinkedIn Answers

■ 15k questions answered within LinkedIn Answers

Source: LinkedIn data Jan 2009

How is LinkedIn being used by professional people today?

Connect & Communicate 1:1

Seek information tostay informed

Manage professional identity

Research

Help each other

Create & publish

Look for opportunities / generate business

Collaborate

Jobs

CompanyPages

InMail

Groups

Box.net

Huddle

Answers

Give Recommendations Introductions

Polls

Answers

PeopleSearch

Manage Profile

RequestRecommendations

Status messages

AmazonReading List

ModifyProfile

GooglePresentation

Network updates

News

Company group

PIC’s

Inbox

Connections

Address Book

Notes onProfile

Forward Profiles

InMail

1:1 messages

TripIt

The New World of Work How people increasingly rely on their networks on the web as a primary resource to manage their personal brands, tap insights, make purchase decisions, solve problems.

How Professionals Are Using LinkedIn■ Inbox

■ Updates on projects, activities, opinions & opportunities from a trusted network

■ Travel dashboard

■ Live projects and status

■ Files to review and approve

■ Industry news & developments and what to read

■ Key company projects

Establishing Online Professional Identity Accurate detailed profile scores very

highly in major search engines

Competitive edge against 80% of white collar workers currently without LinkedIn profiles

Profile summarizes professional accomplishments

Includes full career history, education, associations, certifications, industry geography, passions and skills

Includes recommendations from colleagues, employers, or clients

Now includes highly flexible additional content – presentations, case studies, reports, reading lists

Connecting, Reconnecting, Introducing, Recommending

Connecting to a trusted contact means access to hundreds more, per contact

Gives users a ‘pulse’ on what is happening in their professional ecosystem

Creates an outlet for professional self expression and a trigger for discussion and opportunity

Empowers users to do ‘small goods’ for others

Gives people a competitive edge against:

More candidates for fewer jobs

More businesses for fewer suppliers

Exchanging Information – Collaboration Apps

Private workspaces

Editing / collaboration tools

Sign off / work flow tools

Collaboration infrastructure previously only for big companies

Free to cost conscious individuals and companies

Exchanging Information – Travel Apps

Intelligence on who’s traveling where, who’s close to you

Maximizing downtime resulting from travel

Uncovering opportunities

Exchanging Knowledge – Q&A

Asking questions of specific people or extended network

Recommending other experts to help solve a problem

Answering questions builds up reputation but regularly results in major business transactions

Massively efficient time/cost saver and revenue generator

Exchanging Knowledge – Groups

Inexpensive means of high level market research, locating experts, partners, suppliers

Efficient way to test and qualify ideas, understand trends, look for best practices

A way to credibly expand a business network / inexpensively uncover opportunities

1000 groups are created every day with 100,000 users joining at least one group every day

Exchanging Knowledge – Polls

Extremely popular tool for:

Professional self expression

Gleaning insights as a responder or asker

Polling your own network is free – can give statistically significant results and at least good data for better decisions with fewer resources & less time

Polling extended network is a cost effective way to secure solid data & additional insights

Exchanging Opportunities - Post and Search for Jobs

Easy search for jobs onLinkedIn and across the web

Jobs are targeted to users based on profile information, and appear on the home page

Employers quickly fill positions by posting jobs to the LinkedIn Network

Users help their connections by forwarding jobs

Very cost efficient way to hire, or find and get a job

Exchanging Opportunities – Jobs and Business Development

Researching > 160,000 companies

Grads analyzing career path opportunities

Job seekers and business developers leveraging inside connections or intros

Gleaning cost and time efficiencies and a competitive edge against candidates, competitors

Professional Mode Matters to Consumers and Advertisers – the 4 R’s

Reputation – everything ties back to the profile

Respect – highly constructive environment

Reciprocity – users enjoy lively exchange and actively build up karma

Return – the more people contribute, the greater the return

Appendix slides

Resources for Professionals