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Marketing Solutions

Everything you need to achieve your marketing goals.

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Connect the world’s

professionals to make them more productive and

successful.

LinkedIn’s Mission

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Intelligent marketing solutions for your brand.

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What are professionals doing on ?

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The essential daily tool for business

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Professional profile

Optimising profiles for search – the professional profile of

record

Recommendations

Installing InApps

Integrating other social activity (blogs, tweets)

The LinkedIn ProfileWhere professionals manage their identity and reputation.

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Take your profile with you via your mobile device

Carry your profile onto third-party sites via

LinkedIn sign-in

The LinkedIn Profile (Continued…)Where professionals manage their identity and reputation.

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Building business relationships

Building a professional network

Requesting / facilitating introductions

Making contact via InMailTM

Searching for professionals

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Gaining professional insight

Extracting the signal from the stream

Following companies, recommending products & services

Discussing professional topics in GroupsAsking professional questions & seeking answers from their

peers

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Gaining professional insight (Continued...)

Sharing & commenting on insights & news via status

updates

Polling their peers

Sharing content from third party sites back into LinkedIn

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100+ million potential customers today.

5 million more every month.

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Who are LinkedIn users?LinkedIn users are ambitious and career-minded

I want to get to the very top in my career (I=153)

I worry about work during my leisure time (I=144)

I look on the work I do as a career rather than just a job

(I=136)

My average working day consists of more than 10 hours

working (I=163)

I like to pursue a life of challenge, novelty and change

(I=143)

I like taking risks (I=131)

There are not enough hours in the day to do alI I want to

(I=113)

Source: TGI Net Europa, 2010 R1

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I look for profitable ways to invest my money (I=173)

I own shares in the company I work for (I=145)

I follow the Stock Exchange prices (I=163)

Who are LinkedIn users?LinkedIn users are financially astute

I’m interested in financial services advertising (I=243)

I have stocks, shares, unit trusts or investment trusts

(I=152)

Source: TGI Net Europa, 2010 R1

I own more than four credit / debit cards (I=220)

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I own two or more mobile handsets (I=200)

I use my mobile for internet / WAP (I=272)

My employer pays my mobile bill (I=222)

The majority of the calls I make are for business (I=280)

The most important factor in choosing a mobile is brand/image (I=167)

I cannot live without mobile communication (I=125)

Source: TGI Net Europa, 2010 R1

I use my mobile devicefor email (I=242)

I pay for my phone via a monthly contract (I=335)

I have an iPhone (I=449)I have a Blackberry (I=302)

Who are LinkedIn users?LinkedIn users are heavy mobile users, especially for business

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People come to me for advice before buying new things

(I=130)

I buy new products before most of my friends (I=138)

I love to buy new gadgets and appliances (I=173)

There are three or more computers in my home (I=184)

It is important that my household is equipped with the latest technology (I=148)

I cannot live without mobile communication (I=125)

I own two or more mobile handsets (I=200)

I try to keep up with developments in technology

(I=131)

Source: TGI Net Europa, 2010 R1

Who are LinkedIn users?LinkedIn users are early adopters and promoters of technology

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It’s essential that a car looks good (I=136)

My car should catch people’s attention (I=356)

I use my car to do my job (I=132)

I like driving (I=234)You can judge a person by the car

they drive (I=136)

My car should be equipped with all possible safety features (I=159)

I like innovative cars (I=188)

I like to drive fast (I=334)Brand image was the most

important factor when buying my most recent car (I=205)

I intend to buy a car in the next 12 months (I=261)

The next car I buy will be new (I=172)

Source: TGI Net Europa, 2010 R1

Who are LinkedIn users?LinkedIn users like to drive fast in cars that look good

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Global Footprint

US49.6M

Europe24.7M

Africa3.48M

India5.7M

Australia2.54M

Pacific Rim14.8M

Canada6.5M

Central & South America

12.4M

Middle East 2.8M

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Africa 3 482 000 Million users

South Africa 1 160 000 Million users

Male 56.28%Female 43.72%

LinkedIn Local Reach:

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Directors & VP’s & CEO’s 91 978

Business Owners 115 741

Managers 138 536

IT Professionals 65 672

Finance Professionals 105 258

Business Influencers 228 364

Who are they?

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LINKEDIN FOR DUMMIESThe Fundamentals

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Where to focus?

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Where to focus?A 100% complete LinkedIn profile gives other professionals a complete picture of you and your core competencies

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How to connect?

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Why Connect?You can also see how many potential connections you have on LinkedIn based on your current connections and network

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Who is trying to find you?

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What else is there to use?

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The power of LinkedIn is recommendations

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Follow companies

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How about research on a company?

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Or an industry?

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Intelligent marketing solutions for your brand.

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Media Opportunities

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Audience TargetingAccurate, credible, detailed

Industry

Location

Seniority

Education

Profession

Company size

Groups

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Display AdvertisingEasy to place. Hard to miss.

Standard IAB units: 300x250 MPU 728x90 leaderboard Text link 160x600 skyscraper

Prominent Placement Clean, clutter-free environment Combine with LinkedIn’s

powerful targeting capabilities

GEFCO Display Campaign•Global logistics company

•Ran 300x250 brand display

•Targeting BDMs* in Autos, Retail, Healthcare & High Tech in companies over 1,000

•Average CTR of 0.34%, with top performing creative at 1.04%. Delivering average of 384 clicks a day

*BDMs = Business Decision Makers, defined as Manager and above

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Display AdvertisingHomepage takeover. Maximum impact.

Exclusivity increases impact

100% ownership

Powerful creative opportunity

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Run of Professional

“InCrowds”Small & Medium Business

Professionals

Business Decision Makers

Financial Service

Professionals

Sales Professional

s

Marketing Professional

s

Startup Professiona

ls

Corporate

Executives

IT Professiona

ls

Professionals working in companies

with between 50 and 500 employees

Manager & Above at Any Size Company

Finance Professionals, or those who work in the Financial Services Industry

Professionals whose job Function is

Sales or Business

Development

Marketing Professionals,or those who work in the Marketing & Advertising

Industry

Professionals working at companies with 1-50

employees

Directors & Above

At Companie

s With More Than

500 employees

Professionals whose job

function is IT or

Engineering

Custom Audience Segments

Job function Industry Company Size Seniority

Gender # of Connections Geo Age

Company Group

Audience-Based Targeting

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PollsEngage professionals and gain valuable insights.

Engage your audience and drive conversation on topics relevant to your brand

Responses are published and charted real-time on an interactive results page

Respondents can further engage by posting comments or sharing

Dynamically served banners on results page aligns messaging with member responses

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Question: 75 characters max (including spaces) Answers: 30 characters max (including spaces) Answers: Up to five choices Logo for the poll question: 100x50 or 60x30

(.gif, .jpeg, .png, 40K) Results banner: 728x90 and 300x250 (Rich

media, flash, .gif, .jpeg, .png, 40K)

Please consider following these best practices: Construct questions so that the poll results will be relevant and

interesting to the professionals answering your questions Try to be as brief as possible in your question and answers. Shorter

questions usually get higher response rates Avoid yes/no questions (e.g. do you use this product?). These polls

perform below average and results are less interesting Include responses that cover the full spectrum of answers by

including an option such as “none of these” or “other” Ensure all answers choices are clearly different (mutually exclusive)

LinkedIn PollsSpecifications

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Multiple streams of dynamic content in a single ad unit.

Content Ads

Share news, video, tweets, blogs, case studies and more

Easy execution via RSS feeds

Use content to build brand loyalty

Distributed via 300x250 and 160x600 units

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Partner MessagesYour message, hand-delivered to your specific prospects.

Hand delivered message to member’s LinkedIn inbox

High visibility within inbox

Maximum of one message per member each 60 days

Only relevant messages allowed

Precise targeting options

Innate credibility as a partner

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Intelligent marketing solutions for your brand.

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600,000professionally orientated groups

1,500+created every day

3,000,000+members join groups each month

Groups

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Gain insights & feedback by listening to peer to peer discussions

Provide a platform for brand advocates to voice feedback and opinions

Customise the experience with additional units to feed in relevant content, eg: blogs, tweets, news, video, polls etc

GroupsCreate a community for though-leadership around your chosen topic

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Group AdsDrive group membership.

Dynamic, viewer-aware ad unit

Displays latest content from the Group’s discussions plus the member count

Identifies connections within the viewer’s own network who’ve joined the group

Acts as a viral call to action, based on implied peer recommendation

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2,000,000company profiles

162,000products & services listed

30,000recommendations generated

49,000,000company follows

Company Pages

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Present your portfolio of products & services

Drive product & services recommendations from LinkedIn users

Benefit from earned media as recommendations spread virally across users’ networks

Create different versions of pages based on audience demographics

Access to analytics on who is viewing & interacting with your pages

Company PagesYour company’s home on LinkedIn

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A recommendation engine with professional context

Highlight your company’s products and services

Drive member recommendations

Generate awareness through ongoing viral updates

Company PagesIntroducing products and services on LinkedIn

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Recommendations from the viewer’s network exposed

Most “recommended” products from viewer’s network appear first

Enriched media targetable to multiple audience sets

Company PagesA platform built with professional relevancy in mind

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Company PagesRecommendations trigger viral professional awareness

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Recommendation 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

Audience targeting available

Company PagesDrive recommendations with viewer-aware advertising

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Scenario 1 Scenario 2 Scenario 3

Recommendation AdsDrive engagement and recommendations for products and services

Product or service has less than 3 people who have

recommended it

Over 3 people recommend the product or service, but

no one in viewer’s network

At least one person in your network has recommended

the product or service

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Recommendation AdsStart recommendations on your Company Page today…

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AnswersReach users whilst they connect & seek insights

Contextually relevant placements

Exclusive ownership of category

700 questions posted per day

3,000 answers submitted per day

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Answers

Maximum share of voice

Thought leadership

Active audience

Reach users whilst they connect & seek insights

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GroupsSocial Ads

AnswersPolls

Products & ServicesRecommendations

Social Ads

DisplayTake Overs

InMailCustom Programs

InMailDirect Ads

White PapersAPIs

Advertising

Community

Reputation

Direct Response

Awareness

Consideration

Preference

Purchase

How drives the purchase funnel

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Case Studies

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Mercedes’ MissionDemonstrate the redesign and ‘2000 changes’ of the Mercedes’ C-Class executive car. Show that this new model embodies an ‘improved’ lifestyle

Mercedes’ GoalDrive fresh test-drives & brochure requests and improve the perception of the car as a quality, modern vehicle in the process improving their 25% market share in the premium saloon market

Case Study 1: Mercedes C-ClassA recommendation engine with professional context

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How can LinkedIn solve this challenge?Improve your profile with Mercedes’

Associate Mercedes with an activity intrinsic to managing and improving your professional profile

Provide multiple touch points for a number of messages from Mercedes to the right people, at the right time

Develop Mercedes’ presence on LinkedIn creating a brand “home from home”

Execute a media first on LinkedIn

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Target Co-branded messages to a BDM audience on LinkedIn – focusing on users when on their profile page

Prompt these users to improve their profile – in exchange for entry to a special prize draw. Highlights Mercedes improvements whilst also encouraging click to company page and ultimately for user to follow the Mercedes brand.

Chance to win Mercedes World day should prove enticing for user to follow Mercedes.

Step 1: Improve your profile with Mercedes’LinkedIn co-branded Content Ad

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Create an interactive ‘content ad’ for Mercedes to showcase the new C-Class to the relevant target audience

• Encouragement to follow Mercedes• Sign up for brochure/test drive• Microsite (EVO & Wired) links

Step 2: Mercedes classic display advertisingShowcase the Mercedes C-Class

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To compliment the awareness of Mercedes C-Class improvement create a deep integration of the Mercedes Brand on LinkedIn

Evolve and develop Mercedes-Benz’s company page

Create Products & Services Page – showcase new products & Mercedes Experiences

Generate additional traffic to these pages via Recommendation Ads campaign

Step 3: Brand advocacy and integration on LinkedInCreate a following and recommendation network for Mercedes

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Mercedes to showcase their product range showcasing the improved C-Class. (we advise to have other product lines A,E, CLS on display to give it a more in depth appeal)

Encourage viral brochure downloads, test-drive requests

Member follows company for news on product & company activity

Recommendations from professionals provides trusted endorsements of products, and drives viral engagement with the brand

Can also tie in the improve your profile half of display campaign with polls and profile tips and carousel

• 69% of audience trust information recommended from fellow connection*• 90% of respondents trusted ‘completely’ or ‘somewhat’ recommendations from people they know **

*LinkedIn automotive research** Nielsen research 2010

Step 4: Supporting Activity on the Company PageBack-up activity to embed Mercedes in LinkedIn’s ecosystem

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Measure the viral impact of your Recommendations

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1. LinkedIn member will be served co-branded LinkedIn and Mercedes ads – Encouraging profile improvement. This will highlight the 2000 improvements on the C-Class while advising the member to update their profile. This will also have option of ‘following’ Mercedes company through CT on ad unit.

2. To compliment this element of campaign we will also showcase the C-Class in more detail via a more ‘Content’ based ad for harbouring more detailed knowledge of the improved C-Class. Main tab will be C-Class image (Weapon 7), recommending following on LinkedIn, a chance to download brochure and on third tab a video of the C-Class (Weapon 7). This can be CT to Mercedes C-Class brand.

3. The company page will be used to create a brand platform on LinkedIn concentrating on the C-Class to begin but down the line create a product showroom for the Mercedes fleet. We will drive followers and professional recommendations for the C-Class brand. Follows and recommendations will be displayed to the members connections on their news feed. This will be paid media to earn free media for Mercedes. These social media ads will act as classic display ads while having the benefit of creating a call to action for user to engage.

Ultimately create an immersive in-depth approach to targeting a senior male audience highlighting why the Mercedes C-Class should be their car of choice

The User Journey - Explained

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Links to Mercedes website

1. Improve your profile with Mercedes. 1 small change for you 2000 for Mercedes...

2. Content led MPU

3. Mercedes Brand Page – Create a hub for followers and recommenders

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•Autumn 2010 Siemens Briefing:

1. Positioning of Siemens as leading company in the field of „Smart Grid“

2. Target group: business decision makers & multiplicators

( decision maker meets social media)

3. Social media as main campaign element

4. High quality of response

Campaign Objective

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Strategy: Customized concept linked to Expo 2010

Media: • Group sponsoring (Textlink, MPU, • Superbanner)• Group branding (title, logo) • Social Engagement Ads• Viral marketing - iq digital portfolio

Group mentoring by spektrum.de – provision of technical Know-How

Campaign ExecutionAdvanced Group named “Stadt der Zunkunft” (city of future)

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After the first 3 months: 1,080 members

October 2010: First group

extension inclusive title switch to “Erde 3.0” (Earth 3.0)

Customer /agency feedback

January 2011: Second group extension

Currently: about 1,900 members biggest German group

Results

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Thank you!