LinkedIn_Financial Services Marketing

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James Burnette

10/26/11

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The world’s largest professional networkInternational now comprises over 50% of total membership

1 Internal data as of August 4, 2011; 2 comScore data as of June 30, 2011

150M+

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88MAvg Monthly Users in Q3’1183% y/y growth

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Page Views in Q3’1180% y/y growth

10.5B+

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Searches in Q3’1195% y/y growth

1B+1

Our mission

Connect the world’s professionals to make them more productive and successful

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Worldwide Workforce

3,300M+2

1 LinkedIn members as of August 4, 2011 | 2 Source: International Planning & Research

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Worldwide Professionals640M+ 2

LinkedIn Members150M+ 1

Huge global market opportunity in members

Finance Professionals are on LinkedIn

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IndustryTotal

AudienceManager & Above VP & Above CXO/Owner

Financial Services3,104,713 1,339,857 641,381 319,016

Banking 2,077,477 826,871 298,036 87,953

Insurance1,371,135 561,126 234,306 148,928

Investment Management 404,236 215,149 113,757 70,558

Capital Markets184,706 66,201 33,785 21,567

Investment Banking348,692 148,527 65,796 25,188

Real Estate1,771,496 788,790 464,902 388,307

Accounting 1,734,952 500,273 247,130 197,473

Commercial Real Estate180,263 90,369 47,867 33,339

Total 11,177,670 4,537,163 2,146,960 1,592,329

CXO’s From every Fortune 500 Company, + 11 million Decision Makers

U.S. CXO’s Engagement on LinkedIn

Financial Advisors

The value we bring to our members

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Identity

Connect, find and be found

Insights

Be great at what you do

Everywhere

We work where our members work

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Identity

Connect

Summary: Career and

Professional Highlights

Experience / Education

The professional profile of record

Professional Details

Groups /Associations

Recommendations

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Your most valuable digital real estate

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People are updating their profiles when they’re not looking for work

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LinkedIn’s audience of professionals is one of the most influential, educated and affluent on the web

71%2

College grad or post grad

$86K3

Average house hold income

3.4MCXOs and VPs

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Sources: 1 US internal LinkedIn data, September 2011 2 LRN member survey, September 2011 3The Nielsen Company @ Plan Rel 3 2011

Targeting beyond demographics

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Function, Seniority, Location, Industry, Company Size

Education, Skills, Interests, Groups

Thought Leadership Content Distribution

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John Williams Managing Director Investment Advisor, EndowmentsAnd FoundationsGreater New York City Area I Investment Management

Trigger Targeting

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Amy BrooksVP of Business Development at 3D FinancialGreater New York City Area I Computer Software

Current VP of Business Development at 3D Financial

Past Director of Business Development at AIF Worldwide

Amy Brooks Just started at 3D Financial. I am fortunate to work with such a great team.

Group Association Targeting

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Michael HudsonChief Investment Officer at Fireman Capital Greater Boston Area I Investment Management

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Insights

LinkedIn Homepage: Your professional dashboard

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News

BusinessIntelligence

Knowledge

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LinkedIn Today: Your personal trade magazine

LinkedIn Groups

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Polls – Real Time Insights

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Company Pages – Business Intelligence

News

BusinessIntelligence

Knowledge

Followers Make a Move that MattersOnce a member commits to follow a brand, they can receive continuous updates in the place where they gather professional information.

Status UpdateCiti Financial capability matters, Read this report that The Citi Foundation

commissioned to understand what is needed to strengthen the demand side of financial inclusion efforts. Citi Foundations: “ Bridging the Gap: Like (185) • Comment (41) • Share

Brands using status updates to engage followers have shown early success

0.50%Average engagement

actions per status update

121 clicks per update

8 shares per update

72 likes per update 8 comments

per update

A status update on average

…generates 41,567 impressions

…and a .50% average engagement rate with the message

207.3 Engagement rate

100 million company follows on LinkedIn

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Everywhere

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LinkedIn Mobile: Working wherever our members work

y/y increase in mobile page views

400%

LinkedIn Platform: APIs for marketers

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Marketing Impact & Data Insights

Thank you

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