1. Where business
happens
Marketing Solutions

2. of all users
return monthly60%
TOP 10Site in South Africa
unique users
3M February 2014

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

4. 57% Growth in page
views y/y 32%
9M+
Canada
93M+
USA
16M+
Brazil
5M+
Australia
74M+
EMEA
24M+
India
3.3M
+
South Africa
2M+
Turkey
6M+
Italy7M+
France
5M+
Spain
4M+
NL13M+
UK
1M+
U.A.E
1M+
Sweden
February 2014
MEMBERS WORLDWIDE
>2 New
MEMBERS PER SECOND
187M+
MONTHLY UNIQUE VISITORS
277M+
The world’s largest professional
network

5. LinkedIn Audience in Africa
Professionals present on LinkedIn
Audience Total
12,838,809
214,389
Cameroon
1,188,623
720,096
Algeria
Egypt
843,642
Morocco
166,706
Cote d’Ivoire
86,745
Sudan
839,001
Kenya
110,291
Angola
3,284,448
South Africa
329,285
Tunisia
1,508,589
Nigeria
130,367
Ethiopia
263,220
Tanzania
232,622
Zimbabwe
145,950
Senegal

6. Today’s Agenda
6
• Our Audience
• Benefits to Members
• Benefits to Marketers
• Our Solutions
• Creative Examples
• Reporting

7. 1. BE:Europe 2011
2.LinkedIn Audience 360 Survey, UK August 2011
Business elitebelieve that LinkedIn is the most important site for them
to visit for their business.1
65%of members say LinkedIn helps them grow new business.2
2Xmore confidence in the information found on LinkedIn than any
other social site.2
Business Context
Align message with business opportunity

8. 8
An engaged and active member base
85% of visitors use products
other than jobs
LinkedIn Audience 360 Survey, UK, August 2011
65%of members say LinkedIn help them grow new business
75%of users find LinkedIn extremely useful for their business
80%Of members prefer to have separate social networks for
their personal and professional lives2
Averagepageviewswhenusingsection
%age of visitors using section when online
0% 20% 40% 100%80%60%
0
5
10
15
20
25
Profile
viewing
Inbox
Home
page
People
searchGroups
Address
bookCompany
Jobs

9. Benefits to Members
9

10. Everywhere
Work wherever our
members work
Insights
Be great at what you do
Identity
Connect, find and be found
The value
we bring to
our
members

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

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

13. What are professionals doing on LinkedIn?
InsightsNetworkingProfessional Identity
Managing their
professional
identity
Building a
professional
network of peers
Distilling and facilitating
professional insights

14. How the South African audience uses LinkedIn
Connect & Communicate
Research People &
Companies
Professional Insights
71%
69%
54%
Seek Career Opportunities 13%
Percentages only for active members in April 2012
Network with other professionals
Learn about what other colleagues are doing
Stay up to date on industry discussions
Maintain professional identity

15. Benefits to Marketers
15

16. Social media is on the rise
Building Relations
Create marketing
bonds that lasts over
time
Word of Mouth
Your message
coming from trusted
sources
Engaging Clients
A two way marketing
communications
channel

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

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. 19
Run of Professional
“InCrowds”
Small &
Medium
Business
Professionals
Business
Decision
Makers
Financial
Service
Professionals
Sales
Professionals
Marketing
Professionals
Startup
Professionals
Corporate
Executives
IT
Professionals
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
Companies
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
LinkedIn audience based targeting

20. Our Solutions
20

21. Data Media
Social
Integration
Targeting
Research
Analytics
Insights
Display InMail Polls Content Ads Social Ads
Company Pages Groups
APIsPlugins
 Profession
 Seniority
 Education
 Industry
 Company Size
 Geography
 Group Membership
Target By
iPad
CMS & Trending Content

22. 22
Company Pages
Your home on the world’s largest professional network
 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

23. Showcase Pages
Extend your Company Page presence, effectively segment your message,
and deliver it to the right audience
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

24. 24
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.

25. 25
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

26. 26
Follower Ads
Accelerate relationships with your key audiences
 Maximise success by being
easily discoverable
 Ensure follower quality through
advanced targeting
 Invest only when a member
takes action

27. 27
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
Together with landing pages featuring a custom
API implementation, Spotlight Ads can serve as
a native-looking entry into a very personalized
brand experience for your target audience.
• Demonstrated improvement in CTR and
engagement vs. traditional display
• Unique advertising solution only available from
LinkedIn
• Fully customizable ad-unit allows for fast
testing and optimization

28. 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

29. Sponsored Updates (SUs)
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

30. 30
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

31. 31
Join Group Ads
Boost community membership
 Drive awareness of the Group
amongst your target audience
 Use social context to help
encourage sign up
 Remind members why they should
return to your branded community

32. 32
SlideShare Content Ads
Distribute your presentations directly to LinkedIn members
 Extend reach and discoverability
of your SlideShare content
 Drive engagement by offering
user-value
 Demonstrate thought leadership
and industry expertise

33. 33
Standard Content Ads
Distribute your content directly to LinkedIn members
 Extend the reach of existing
collateral
 Drive engagement with a rich
and varied format
 Benefit from viral spread
Share multiple feeds in a
dynamically updated ad unit

34. 34
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

35. 35
Standard 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

36. 36
Audience Roadblock
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

37. 37
Employee Profile Sponsorship
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

38. 38
Sponsored InMail (Standard)
Send a personalised message directly to a member’s 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

39. 39
Custom API Solutions
Create innovative experiences beyond LinkedIn.com
 Develop applications, microsites,
promotions
and more
 Leverage LinkedIn data to build
social context
 Promote using paid, owned and
earned media

40. 40
CMS & Trending Content
Introducing Content Marketing Score & Trending Content

41. 41
 The CMS is a recommendation
engine that quantifies your impact
by measuring your audience’s
engagement with your content,
benchmarking versus your peer set,
and providing recommendations on
how to improve.
 Trending Content ranks the topics
that resonate most with
specific audiences on LinkedIn,
so you can tailor your content for
maximum relevance.
CMS + Trending Content = Compelling, Relevant Content
Content Marketing Score & Trending Content
Two new resources to superpower your content on LinkedIn.com

42. 42
 Speak to your target audience in
their languages with the new
“language preference” targeting
filter
 Present your target audience and
potential customers with a
personalized page feed based on
the targeting filters they best match
 Enhance your company’s
LinkedIn presence with the right
combination of targeted Company
Updates and Showcase Pages
Language Preference Targeting & Personalized
Page Feed

43. How Microsoft’s Company Page could look to their target audiences
if they use language preference targeting and with the personalized
page feed:
Page visitors in the USA
• Page name and description targeted in the
English language
• Any company updates targeted to the
geography of the USA
Page visitors in China
• Page name and description targeted in the Chinese
language
• Any company updates targeted to the geography of
China
快来为你。做你喜欢。
在微软，我们帮助世界各地的人们和企业充分发挥其潜力。
我们做这个简单的任务来的生活每天都会通过我们的。
微软。4月15日几乎是在这里。一定要RSVP为我们的现场流调，当顶尖的工程师会就转向
复杂的数据转化为有意义的洞察力驱动的影响，采用了最新的数据平台技术。
Microsoft. 15 de abril es casi aquí. Asegúrese de confirmar su asistencia a nuestro principal-transmisión
en vivo, cuando los mejores ingenieros hablarán en convertir datos complejos en información
significativa para impulsar el impacto, utilizando las últimas tecnologías de la plataforma de datos.
Ven como eres. Haz lo que amas.
En Microsoft ayudamos a las personas y empresas de todo el mundo a alcanzar su máximo
potencial.
Hacemos esta sencilla misión cobra vida cada día a través de nuestro ... ver más
Page visitors in Spain
• Page name and description targeted in the
Spanish language
• Any company updates targeted to the geography
of Spain

44. Personalized page feed is available to Company Pages,
Showcase Pages, and Affiliated Company Pages
Company Page
Microsoft—1,613,276 Followers
Computer Software
10,001+ employees
Career Page
Microsoft
Career Page
4,245 jobs posted
Featured Groups
Be Future
Ready
7,025 members
Showcase Pages
Office
13,025
followers
See more
Dynamics
11,205
followers
Lync
4,625 followers
Visual
Studio
3,078 followers
Affiliated Company
Pages
Skype
See more
Microsoft
Nederland
Yammer Inc.
Does not apply to the
Career Page feed

45. Creative Campaigns
45

46. INSERT RELEVANT CAMPAIGN
EXAMPLES HERE

47. Reporting
47

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

49. Thank you!