LinkedIn sales deck

1. Where business
happens

2. TOP
10
of all users
return monthly60%
site in
South Africa
4.3munique users

3. Relationships matter
Social business impact
Source: Oracle, Social Media Today and Leader Networks, “The Social Enabled Enterprise: a 2013 research study”, Worldwide, Sep 2013.
91% 81%
Increased visibility
with prospects
Increased
customer loyalty
3

4. 4
12:00
PM
6:00
AM
9:00
PM

5. Our Mission.
Connect the world’s professionals to make
them more productive and successful

6. THE WORLD’S LARGEST professional network
11M+
Canada
134M+
USA
54M+
Latin America
9M+
Oceania
19M+
UK
24M+
India
17M+
Africa
13M+
Middle East
364m+members
worldwide 97m+ monthly
unique visitors>2new members
/ second
65M+
Asia
93M+
Europe

7. LINKED IN
AUDIENCE in Africa
17 849 303
professionals present on LinkedIn
AUDIENCE TOTAL
1 006 622
Algeria
Egypt
1 153 300
Morocco
1 150 506
Kenya
4 322 931
South Africa
572 539
Tunisia
2 214 715
Nigeria
372 904
Tanzania
306 951
Zimbabwe
145,950
Senegal
1 720 403
700 863
Ghana

8. Our Audience
Benefits to
marketers
Creative Examples
Benefits to Members
Our Solutions
Reporting
Today’s
Agenda

9. our members
BENEFITS TO

10. Everywhere
Work wherever our members work
Insights
be great at what you do
Identify
connect, find and be found
THE VALUE
WE BRING
TO OUR
MEMBERS

11. Homepage Pulse Influencers LinkedIn Groups Company Pages
LinkedIn provides tools that our members use to
obtain business insight

12. Top drivers for using personal and
professional networks are quite different
Top 5 reasons people use each network
Share content Keep up to date for career5
Source: Mindset Divide Research, TNS, September 2012.
Personal networks Professional networks
SPENDTIME
INVESTTIME
1Socialize Maintain professional identity
2Stay in touch Make useful contacts
3Be entertained Search for opportunities
4Kill time Stay in contact

13. WHAT ARE PROFESSIONALS DOING ON
LINKEDIN?
Professional
identity
Managing their
professional
identity
Networking
Building a
professional
network of peers
Insights
Distilling and facilitating
professional insights

14. How the South African market uses
LinkedIn
Percentages only for active members in April 2012
Connect & communicate
71%
network with other
professionals
Professional insights
54%
stay up to date on industry
discussions
Seek career opportunities
13%
maintain professional identity
Research people & companies
69%
learn about what other
colleagues are doing

15. marketers
BENEFITS TO

16. Social media is on the rise
Building
relationships
Create marketing bonds that last
over time
Word of
mouth
Your message
coming from
trusted sourcesEngaging clients
A two-way marketing
communications channel

17. Audience
Affluent, in-market
members increase
receptivity and
decrease wastage
Content
Professional
environment engenders
trust and confidence
Impact
Network effect extends
your marketing beyond
the initial investment
The value we bring to brands

18. Defining your audience
Getting the right message in front of the right person
Professional Details
Education
Groups /
Associations
Geography
Job Title/
Industry
Company Name

19. LinkedIn audience based targeting
Custom audience segments
Job function
Industry
Company size Seniority
Gender
# of connections
GeoAge
Company
Group
Run of professionals
‘In crowds’
Small & Medium
Business
Professionals
Business
Decision
Makers
Professionals
working in
companies with
between 50 and
500 employees
Manager &
Above at Any
Size Company
Financial
Service
Professionals
Manager &
Above at Any
Size Company
Sales
Professionals
Professionals
whose job
Function is
Sales or
Business
Development
Marketing
Professionals
Marketing
Professionals,
or those who work
in the Marketing &
Advertising
Industry
Startup
Professionals
Professionals
working at
companies
with 1-50
employees
Corporate
Professionals
Directors &
Above At
Companies With
More Than 500
employees
IT
Professionals
Professionals
whose job
function is IT or
Engineering

20. solutions
OUR

21. Be accurate Be helpful Be everywhere
How we can help you
build those relationships

22. Find your
audience
Shape
perception
Establish
trust
Build strong
communities
Extend the
experience
5 keys to build your brand

23. Data
Targeting
• Profession
• Seniority
• Education
• Industry
• Company Size
• Geography
• Group Membership
Target by
Analytics
Research
Insights
Media
Content Ads Social AdsDisplay InMails 2.0
Social
Company Pages Groups
Integration
APIsPlugins

24. Company pages
Be found by and connect to the
people that matter most
Leverage as a hub for content
marketing efforts
Represent your brand identity with
images and video
Your home on the world’s largest professional network
OWNED

25. Attract a unique
set of Followers
Discoverable through
search
Highlight association to
the Company Page
Deliver content through
Company Updates and
Sponsored Updates
Two-column feed to
showcase content
Extend your Company Page presence, effectively segment your message, and deliver it to the
right audience
Showcase pages
OWNED

26. Followers
Professionals that have opted-in to a relationship with your Company
Build a direct communications channel to
those most interested in your business
Engage them via:
• Free Company Updates
• Sponsored Updates
• Sponsored InMail
• API experiences and more
Recruit more through paid, owned and
earned channels
EARNED
OWNED
PAID

27. Follower ads
Accelerate relationships with your key audiences
Ensure follower quality
through advanced targeting
Maximise success by being
easily discoverable
Invest only when a member
takes action
PAID

28. Company updates
Ongoing dialogue with your dedicated followers
• Deliver standard or rich media content
for free
• Boost relevance by targeting sub-sets of
Followers
• Drive engagement to fuel social sharing
EARNED
OWNED

29. Sponsored
updates
Placements that
appear in the
LinkedIn feed on
desktop, tablet and
mobile phone
Currently, there are 15 content slots on the desktop home
page feed, per page view (PV)
Organic content is ranked based on expected relevance
1 slot in the first PV will be for SUs
• Randomized between slot 3-5
• Users must see a number of organic updates before
seeing the next sponsored
• Today, users won’t see more than 1 SU per PV
We will have frequency caps on the number of times a unique
piece of content can be shown to a member
When companies target SUs to their followers:
• We always give precedence to the organic update
• The sponsored version will only appear if it would show
much higher than the original organic content
Sponsored updates
Ongoing dialogue with your dedicated followers
EARNED
OWNED
PAID

30. Direct Sponsored Content
Personalise and test your content to improve performance with Direct Sponsored Content
Sponsor any
content directly in
your target
audience’s feed
Control which
posts are visible
on the
Company Page
or Showcase
Page
EARNED
OWNED
PAID

31. Direct Sponsored Content
Test and optimise your reach to the right audience with the right message
Personalise
Customise your message to
target each audience
Test
Test variations of your content
Control
What gets published on your
Company Page
Test your intro message or call to action
Test which formats and
topics work for your
audience
Test your image
EARNED
OWNED
PAID

32. Custom groups
Branded community where members discuss topics that matter to them
Create an authentic brand voice, share
content, empower community conversations
Influence a dialog with potential customers
and advocates
Cultivate long-term relationships
Demonstrate thought leadership
Gain insights and feedback
OWNED

33. Join Group Ads
Boost community membership
Use social context to help
encourage sign up
Remind members why they should
return to your branded community
Drive awareness of the Group
amongst your target audience
PAID

34. University pages (recommendations)
University Pages give schools a single place to build their brand among key audiences, including current
and prospective students, alumni, and parents.
• Recommendations on University
Pages are now available
• Incentive for education clients to
build on their page
• This is a great way for alumni and
students to drive engagement and
seek advise on university choices
• Recommendations can easily be
moved from company page to
university page.
OWNED

35. 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
Standard Display Ads
PAID

36. Exclusive ownership of your audience’s LinkedIn experience
• Create impact with presence
throughout the user journey
• Achieve 100% SOV for the
specified campaign period
• Own all ad formats: 300x250,
160x600 and text link
Audience Roadblock
PAID

37. Spotlight Ads
The Spotlight Ad, couples the member’s own profile image with your brand and message. Assimilating your
brand into the member’s LinkedIn experience not only presents an opportunity for true one-to-one marketing,
but also results in higher average performance than standard display
Spotlight Ads Drive Performance
• Draws in name of member to an invitation to
find out more
• Clicking on the ad will take member to an
external page
• Using members name and photo encourages
higher engagement
• Text can be chosen by client
PAID

38. Sponsored InMail 2.0
Send a personalised message directly to a member’s inbox
• Delivered in real-time to a members
inbox
• Ensure standout; just one message is
sent every 60 days
• Prompt user to take action with
customizable response button
• Encourage on-going dialogue with
optional social widgets
• Reach members on their mobile
devices
PAID
NEW

39. Custom API Solutions
Create innovative experiences beyond LinkedIn.com
• Allowing members to bring their
professional identities with them as they
move across the web
• Increasing productivity by enriching member
experiences with professional information
• Building a professional brand by publishing,
discussing, and sharing content
• Gaining insights into how members can be
more successful through content curation
and discovery
• Promote using paid, owned and earned
media EARNED
OWNED
PAID

40. Custom API Solutions
How do they work
LinkedIn Data
APIs
Mobile Sites & Apps
Desktop Sites & AppsProfile
Newsfeed
Company
Groups
LinkedIn data is pulled (with the consent of the
member) through an API to a specialised site where
the information can be used to create a personalised
experience for the member.
EARNED
OWNED
PAID

41. Tap affluent audiences on
LinkedIn who are primed to
travel soon.
The activity will be engaging
and interactive.
Users can nominate
themselves and their
connections.
3
1
2
4
This goes viral as the activity shows up on
their walls as well as their nominees walls.
5
Allow brand to access
LinkedIn profile info
Custom API Solutions
User journey
EARNED
OWNED
PAID

42. Own the ad space on the profiles of your workforce
• Harness your best brand
ambassadors
• Use profile ad space to promote
your brand
• Direct captivated professionals to a
website or Company Page
Employee profile sponsorship
OWNED
PAID

43. Introducing Content Marketing Score & Trending Content
CMS & Trending Content

44. LinkedIn can help you understand, measure
and improve your content marketing
93%of B2B marketers use
content marketing
42%of B2B marketers consider
themselves effective at
content marketing

45. Content is our core
6Xmore engagement with
content vs. jobs
Brands
Thought
Leaders
News
Peers
3MM+ Company Pages
~500 Influencers
1.5MM LinkedIn Today
Publishers
2.1MM LinkedIn
Groups
The Content Marketing Score
and Trending Content Report is
our answer to how companies and
brands can better measure their
content efforts on LinkedIn.

46. What is the Content Marketing Score?
A score that quantifies and benchmarks
the influence companies have on LinkedIn
A score that can be filtered by audience
A score that is stacked up against a
competitive set
1
2
3

47. 1 Who is sharing?
2 What is being shared?
3 What topics is the share
related to?
Venture Capital
Entrepreneurship
What is the Trending Content Report?

48. Leverage these insights to guide your
content strategy
What should I publish?
Who should I target with my content?

49. Reporting

50. Power and Accuracy of Professional Profile Data
Who Visits Your Page? Who Saw Your Campaign?
Who Clicked On Your Ads? Who Viewed Your Ads?

51. About Habari Media
Established in 2004, Habari Media is a dynamic and award-winning multi-media sales company with a core
focus in digital, offering advertisers exclusive access to a wide selection of premium brands throughout the
continent. For the last 10 years Habari Media has provided their partner platforms with local presence and up-
to-the-minute market insights, whilst providing advertisers with superior service and support.
Contact details
CPT: +27 21 001 2400 JHB: +27 10 492 8391 DBN: +27 31 716 4591
E: info@habarimedia.com W: www.habarimedia.com