This document discusses how LinkedIn has evolved into a rich professional platform and summarizes strategies that brands can use to achieve success on LinkedIn. It notes that LinkedIn users have different mindsets for personal versus professional networks, with professional networks focused more on gaining knowledge and career success. The document provides examples of how brands like HP, Mercedes, and Citi have driven large follower increases and engaged key audiences through high-quality content on LinkedIn. It emphasizes recognizing the separation between personal and professional networking and aligning brand messages with the aspirational mindset of professional network users.

1. The power of LinkedIn
Advertising Week, London
Wed 20th March
Jonathan Bradford
Strategic Account Manager
Christina Jenkins
Head of Insights, EMEA

2. LinkedIn Confidential ©2013 All Rights Reserved 2
Evolution of the
platform
The Mindset
Divide
How brands are
achieving success
Agenda
The myths of
LinkedIn

3. LinkedIn Confidential ©2013 All Rights Reserved 3
Connect the
world’s
professionals to
make them more
productive and
successful
Nataly Kelly
Landed her book deal on LinkedIn
Read Nataly’s story

4. 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

5. LinkedIn Confidential ©2013 All Rights Reserved 5
39+ M European
professionals
2 new members
join every second

6. 6
LinkedIn has evolved Into a rich
professional platform

7. Connect, communicate
and manage your
network
Connect,
engage and consume
content
2008 2013

8. LinkedIn Confidential ©2013 All Rights Reserved 8
Influencers are
sharing insights
on a daily basis
Richard Branson gained 1M+
followers in just 6 weeks
Over 170 participants on the
programme including James
Caan, Arianna Huffington &
David Cameron
Follow influential professionals
for genuine insight

9. LinkedIn is about
much more than
getting a new job
Jobs
Content
5XPage views generated
on content vs. job
postings on the
LinkedIn platform

10. LinkedIn Confidential ©2013 All Rights Reserved 10
Just being on
LinkedIn is not
enough
Profile tips;
• Profiles with photos are 7 times more
likely to be viewed
• See what commonalities you have by
viewing others profiles
• Share more than your job title. The
same job title can often mean different
things and different firms
• Showcase your professional
achievements through a profile
summary and uploading content to
your profile

11. 11
Your news feed
is a window to
your
professional
world
Content
LinkedIn Today
Influencers
SlideShare
Company Pages
Connections
Groups
There are many sources
of professional insight

12. LinkedIn Confidential ©2013 All Rights Reserved 12
Understanding the
Mindset on social
media is critical for
a brand’s success

13. Three key takeaways
13
Power of emotion
People want to hear from
brands on professional sites
Mindset differs by network
1
2
3

14. Emotion
plays a key
role in
BOTH
personal…
…and
professional
networks.

15. “Personal networking is for
old school buddies…good
old memories…parties.”
Personal networks
are about
reminiscing and
having fun

16. “Professionally when I
network, it’s for information
to do my job better.”
Professional
networks are
purposeful and
aspirational

17. Emotions on
professional
networks are just
below the
surface
EASCI needs
to clean up small
words even more

18. Source: Q10a– Information to receive
Base: Professional SN users (5204) Personal SN users (8692)
Top 5 reasons people use social
networks
18

19. Top 3 content types people expect

20. 3 tips to optimise your marketing with
the right mindset
Recognise the separation between
personal & professional networks.
Frame how your brand helps
users gain knowledge and
success on professional network.
Align your brand with emotion
by matching your message to
the user mindset.
1
2
3

21. LinkedIn Marketing Solutions in
90 seconds;
View the video here

22. Success stories
22

23. 23
HP has driven over one
million followers to their
company page
This is an invaluable asset for
building a relationship with
their target audience through
content
Their one million followers are
connected to a total of 46
Million LinkedIn members

24. 50 to 12,000
followers
240x increase
in just 5 weeks
Mercedes utilised LinkedIn
targeting to engage a high
net worth audience
Coinciding with enhancements
made to a recent model the
brand provided value through
tips on maximising their target
audiences LinkedIn experience
Underpinned by content to
their HNW followers via their
company page

25. 25
The Connect group gives
women a voice. It enables
Citi to tailor content to the
needs of their audience
Using paid, owned and
earned media the group
now has over 100,000
members from CXO to
Intern
Due to member demand Citi
have been running physical
events elusively for Connect
members

26. API
26
Samsung & LinkedIn
co-created Galaxy Note II
Awaken your creative
microsite
Leveraged LinkedIn API.
Members could vote for their
favourite features and share,
both on the site and through
their networks
Showcased both the features
of the new device across 7
markets and leveraged the
LinkedIn viral network

27. Download the
full Mindset
Divide report
Case studies and
latest thought
leadership
emea.marketing.linkedin.com

28. Thank You