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