What’s New and Trending for B2B Marketers Leela Srinivasan, Director of Marketing, LinkedIn BMA Carolinas November 20, 2013

My LinkedIn career started with an InMail

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The LinkedIn Network Global Footprint

259M+ Registered members as

of October 29,2013

Of LinkedIn members are outside of the USA

5M+ Australia

21M+ India

8M+ SE Asia

8M+ Canada

84M+ USA

15M+ Brazil

Europe 46M+

APAC 57M+

4M+ DACH

5M+ Italy

6M+ France

5M+ Spain

4M+ NL

13M++

UK

1M+ UAE

74M+ EMEA

2M+ S. Africa

1M+ Singapore

68%

Students & Recent College Graduates on LinkedIn

(Fastest growing demographic) 30M+

38% YOY

Member Growth

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Our mission

Connect the world’s professionals to make

them more productive and successful

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What’s in it for you?

% of social media traffic to corporate sites

LinkedIn Facebook Twitter Other

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Source: Investis Audience Insight Report, Q3’13

Comparison of social platforms for lead gen

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On professional networks, members look for career information & updates from companies

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What is the #1 activity on LinkedIn?

Viewing Connections’ Profiles

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1 : 1

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Jason Seiden, CEO, Ajax Workforce Marketing

Our own recruiting team recently optimized their profiles

Before

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New professional photo

Summary section with rich media

New headline

Increased reach

After

7x likelier

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Built out work history with rich media

Added Volunteers & Causes Section

1 in 5

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Added additional skills

Rich media in Education section

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©2013 LinkedIn Corporation. All Rights Reserved.

GROUP!

JOB TITLE!

PAST COMPANY NAME!

SKILLS & SPECIALTIES!

GEOGRAPHY!

INDUSTRY !

JOB FUNCTION!

SENIORITY!

COMPANY SIZE! SCHOOL NAME!

Rich profile data drives your ability to target

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1 : many

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>3 million Company Pages on LinkedIn

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>3 million Company Pages on LinkedIn

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>3 million Company Pages on LinkedIn

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>3 million Company Pages on LinkedIn

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Announcing Showcase Pages (yesterday!)

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Creative Check list

1.  Page Name (Up 60 characters max)

2.  Logo (Dimensions: 100x60px)

3.  Page Description (70-200 characters)

4.  Square logo (50x50px)

5.  Hero image (976x330px)

6.  Featured groups – Choose 3 LinkedIn

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Don’t over-target!

Profile data is rich (but also user-generated)

As with other social platforms, incorporate visuals to drive engagement

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Images result in a 98% higher comment rate

YouTube video links drive a 75% higher share rate @leelasrin

Be the world’s most interesting company on LinkedIn

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•  Be concise and snappy •  Include a clear CTA •  Consider thoughtful questions •  Develop an ed cal; mix it up

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PULSE (LINKEDIN TODAY)!

PRODUCT LAUNCHES!

INDIVIDUAL BLOG!

GOOGLE ALERTS!

INDUSTRY PUBLICATIONS!

THOUGHT LEADERS!

PHOTO!

INTERNAL COMMUNICATIONS!

HIRING TEAM!

POP CULTURE!

YOUTUBE!

HUMOR!

TEXT THE IDEAL

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We all need a little humor. Even in a professional context.

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Sponsor the good/ important stuff

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144 clicks ! 5,012 clicks 10x impressions 700 webinar attendees Strong ROI

RE

SU

LTS

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now also part of the LinkedIn family

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Rich | Viral | SEO @leelasrin

A few “classic” paid solutions I’m not covering today

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Premium Display Ads

Sponsored InMail

Self-Service Ads

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many : many

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218,079 100%

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Salesforce CEO Marc Benioff mobilized his employees

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A home-grown example: my new boss’s profile…

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… links to a story about “Why is LinkedIn So Cool”

•  Homegrown brand story •  274K views •  Humanizes our brand

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everywhere

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38% of our unique monthly visitors come through mobile apps

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Intro

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Pulse

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1:1 1 : Many

Many : Many Everywhere

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Blog.linkedin.com

Marketing.linkedin.com

Talent.linkedin.com

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Questions?