The New World Of Work - 2010

The New World of WorkHow social technologies are changing business.

Steve Patrizi

Vice President, Marketing Solutions

LinkedIn Corporation

“Opportunity doesn’t knock.

It chirps, buzzes, pings, and vibrates.”

Poll:

Are you a member of LinkedIn?

60 million

professionals

Years to reach 50 million users

Radio = 38 years

TV = 13 years

LinkedIn = 6 years

2003:

1 million = 477 days

2010:

1 million = 10 days

Over 200 countries

Over 170 industries

Execs from every F500

AvgAge AvgHHI% College

Post Grad% BDM’s

LinkedIn 44 $105,731 76% 40%

WSJ 50 $99,994 70% 33%

Forbes 49 $96,801 65% 34%

BusinessWeek 49 $95,306 65% 35%

Nielsen @plan Fall 2009

Younger, Affluent Decision Makers

LinkedIn’s Mission:

To connect the world’s professionals to

make them more productive and

successful.

The World Is Flat…

“It has become possible

for more people to

collaborate and compete

in real time, with more

people on more different

kinds of work from more

different corners of the

planet, on a more equal

footing, than any

previous time in the

history of the world.”

…and faster…and more challenging…

The New World of Work

Every individual is now a business

Decision making is distributed and faster

Companies are becoming more open

Every individual

is now a business.

Job tenure is on the decline

Global competition is increasing

Greater movement between professions and industries

Greater access to information

People loyal to their skills, not their employer

Work used to be a place you would go – now it’s something you do

Today’s students will have 10-14 jobs before they turn 38

Every individual is a business

Your name & your reputation = your brand

Your salary = your revenue

Your skills & experience = your advantage

Your online profile = your business listing

Your network = your R&D, sales & marketing

departments

Why should you care?

Today’s decision maker is thinking as much

about their “own business” as they are

about their employer’s.

How does your product or service help

people achieve individual success as well as

success for their business?

Decision making is distributed and

happening faster.

Decision making: down & out

“I can be fast,

but I may make

a mistake.”

“I can take my

time, but I may

miss out.”

“My network can help me make informed

decisions quickly and confidently.”

Active networkers report greater decision-

making support

Source: Society for New Communications Research

Traditional decision-making supplemented by

social media

Source: Society for New Communications Research

Professionals primarily looking to three

platforms:

Source: Society for New Communications Research

Companies are

becoming more open.

Companies are more open

Boston/Route 128: Longer tenures

No cross-pollination

Innovation happened within the company

Silicon Valley Frequent movement between companies

Strong connections between companies

Innovation moved from company to company

Businesses evolving to SV model Individuals tapping worldwide knowledge bases

Flash teams

Social technology accelerating this trend

Poll:

How many people work at your company?

Companies need to be more open

Companies with <50 employees?

Companies need to be more open

Companies with <50 employees?

of your company than inside.

Companies need to be more open

Companies with <50 employees?

FACT: There are more smart, informed experts outside

of your company than inside.

Companies with >5,000 employees?

Companies need to be more open

Companies with <50 employees?

FACT: There are more smart, informed experts outside

of your company than inside.

Companies with >5,000 employees?

FACT: There are more smart, informed experts outside

of your company than inside.

All employees are accessible

Your Employees

All employees are accessible

Your Employees

Colleagues

All employees are accessible

Your Employees

Colleagues

Partners

All employees are accessible

Your Employees

Colleagues

Partners Customers

All employees are accessible

Your Employees

Colleagues

Partners Customers

Recruiters

Got Social Media Guidelines?

From IBM’s Social Computing Guidelines

(http://www.ibm.com/blogs/zz/en/guidelines.html )

Be thoughtful about how you present yourself in online social networks. The lines

between public and private, personal and professional are blurred in online social

networks. By virtue of identifying yourself as an IBMer within a social network, you are

now connected to your colleagues, managers and even IBM's clients. You should

ensure that content associated with you is consistent with your work at IBM. If you

have joined IBM recently, be sure to update your social profiles to reflect IBM's

guidelines.

How can your company be successful

in the New World of Work?

Friends of Linkedin

500 members

150+ discussions

Invaluable feedback &

insights

Austin Arensberg

Business Development, Prime Energy Investments

“Before I began researching on Google, I joined a group to learn more about renewable energy and posted a discussion asking for proposals…within minutes I was talking on the phone with market experts in China.”

Gary Slack

Chairman & CEO, Slack Barshinger

“As National Chairman of the BMA, I belong to the 18 BMA chapter groups, where I comment and lead discussions. It’s a great way to stay in touch with our 2,500 members.”

Build a community with Groups

Easy to set up

Tools to manage discussions

Leverage viral activity

Weekly announcements

Over 500,000 Groups

Over 1,000 Formed

Every Day

Dan Gellert

Jitterbug.tv co-founder

“When building the technical backbone of the site, I looked to the Linkedincommunity for advice. I also discovered people influencing the music niche.”

Find your target audience…

Target advertising using

publicly shared profile data

Audiences targeted by:

- Profession

- Seniority

- Industry

- Company Size

- Geography

…and measure engagement

Who saw your ads?

Who was most

responsive?

What other audiences

should you address?

FICO used banner

advertising and InMail to

promote FICO World.

10-20% of all people who

signed up came from the

Linkedin campaign.

Laurent Pacalin

SVP & CMO, FICO

Join the conversation in AnswersBanners: Alive and well

Roger Smith

CTO, US Army Simulation, Training & Instrumentation

“I asked my network what piece of business advice they’d write on the back of a business card. I compiled the 250 responses I received into a book which is now published.”

Join the conversation in Answers

Over 1,000 questions posted

weekly

Over 3,000 answers submitted

weekly

Over 70 categories available for

sponsorship

Kathy Steele

Vice President, Desert Rose Design

“Viewing a contact’s profile in advance of a meeting has shortened our sales cycle. We’ve also found ourselves on the speaking circuit as a result of commenting on a Poll.”

Poll:

What’s most important to you when traveling

for business?

Engage customers with Polls

Easy and valuable for

users

Provides useful

customer insights

Ads can be targeted

based on response

Engage customers with Polls

Easy and valuable for

users

Provides useful

customer insights

Ads can be targeted

based on response

Showcase your work with Apps

“Decks I’ve posted using

the Slideshare app have

been downloaded 300

times by clients…I’ve

made valuable contact

with people who read

that I’m visiting their

market thru the TripIt

app.”

Showcase your work with Apps

SlideShare

Amazon Reading List

WordPress

Box.net File Sharing

Events

MyTravel By TripIt

Add value with app sponsorships

Put a face on your brand

Put a face on your brand

Authenticity:

1. Who recommends this person?

2. How am I connected to them?

Put a face on your brand

Delivering Results

“This campaign not only drove hundreds of direct

registrations into the BizSpark program, which was

the core goal, but also added to an increased positive

brand and company perception. Because of the

interconnectedness of the platform, I was able to

personally reach out to perfectly-targeted individuals

who I would not have known. I will definitely work

with the LinkedIn team again.”

Generate leads with whitepapers

Generate leads with whitepapers

Highly qualified, accurate data

What should you do tomorrow?

• Join the community Encourage your employees to set up profiles

Establish Groups to engage your customers

Include your employees in your marketing efforts

Find and Learn about your customers Use targeting technologies to invite people into your Group

Use Polls to discover insights and trends

Listen to the discussions in other Groups and Answers

Engage your customers with relevant content Develop messaging that reflects your audience’s interests

Deliver value-add content – whitepapers, blog feeds, etc.

Encourage participation in your Group through marketing

LinkedIn The World’s Largest Community of Professionals

Over 60 million affluent & influential

professionals

Professionals use Linkedin to: Manage their professional brand

Share information and insights

Find answers to business problems

Discover new business opportunities

Marketers can engage with this audience by: Establishing Groups to build a loyal community

Targeting display messages based on profile data

Sponsoring Answers, Applications and Polls

Delivering whitepapers and 1:1 messages

More at http://advertising.linkedin.com

Thank you

Steve Patrizi

spatrizi @ linkedin.com

www.linkedin.com / in / stevepatrizi

@ spatrizi