Hmsp deck

©2012 LinkedIn Corporation. All Rights Reserved.

Hire, Market, Sell…and PITCH!INcubator Proposal - March 1, 2013Brian Walton, NAMER AE Manager - LTS

TALENT SOLUTIONS

Overview

In the spirit of relationships matter, and connecting the world’s professionals to make them more productive and successful, I propose we explore building a new product that facilitates connections between PR practitioners and the media.

The product could range from a premium subscription to a “recruiter-lite” interface, or beyond, that allows PR professionals to search for relevant journalists, bloggers, publications, etc., and submit story ideas. Conversely, the journalists on our network can post “want ads” for information or experts to aid in the story creation process.


TALENT SOLUTIONS

What’s the Current Vendor Landscape?

There are several Media Database vendors around the world. Major players include:

Key Features Include:- Profiles of publications and media outlets- Profiles of reporters- Searching and list building tools- Messaging tools- Campaign Management and Analytics

Sound Familiar?©2012 LinkedIn Corporation. All Rights Reserved.

TALENT SOLUTIONS

How are the current vendors flawed?


The media contact and publication data isn’t very accurate – it’s usually updated by each vendor’s research teams instead of the media themselves. By many estimates, it’s 80% outdated.

Across the vendors, there are vast differences in comprehensiveness and accuracy of data, making the evaluation and purchasing process for PR practitioners cumbersome.

Their UI design often encourages email spamming of journalists with story ideas, and as a result…

Many journalists don’t like having their information published in them, perpetuating the decline in quality of data

TALENT SOLUTIONS

How Bad Has it Been?


10/29/2007: Wired Editor in Chief Chris

Anderson publishes and publicly blacklists the email addresses of

hundreds of PR practitioners that spam

him irrelevant story ideas – many attribute

the issue to PR’s use of poor media databases

TALENT SOLUTIONS

How Can LinkedIn Disrupt the Industry?

©2012 LinkedIn Corporation. All Rights Reserved. 6

We have better data about the world’s [media] professionals

They self report their employer, experience, and sometimes even what they’ve authored on their profile

We can move the abuse-prone process of emailing journalists onto a more controlled InMail platform

We can even allow journalists to publish story needs and expertise requests in their status updates and broker timely connections

By better courting the broader media industry, we can further fuel LinkedIn as an Insights platform

TALENT SOLUTIONS

Our Primary Value Proposition Would Be:

To PR Pros: Get more accurate media data and pitch stories the way, and through the channel, that journalists want to be pitched.

To Journalists: Standardize the process and channel by which PR pros pitch you stories; reduce the spam


TALENT SOLUTIONS

Possible Product Features


Similar functionality to Recruiter, but with different search fields, for example:

• Publication type (newspaper, blog, etc.)• Topics of interest

• Title (e.g. “technology editor”)

• Circulation / Traffic• Etc.

TALENT SOLUTIONS

Possible Product Features (cont.)


Search results pool would only be limited to members

who are media professionals, but

customers would have full visibility of all of those

profiles

Refinement Filters would be more relevant to this

use case

TALENT SOLUTIONS



Add a button called “Pitch Me a Story”

Like in Recruiter, the PR Pro could track who

they’ve spoken to, set alerts, Tag profiles, etc.

Also like in Recruiter, PR Pro could opt to view

similar profiles and find other journalists who might be interested in their story

TALENT SOLUTIONS



The InMail tool could have required fields, that we

choose based on surveys of the journalist

community. For example “Why is your story relevant to me?” or “Will I have an

exclusive on the story (Y/N)?”

In addition, we limit the number of InMails so PR pros are required to be

more selective about who and how they pitch

TALENT SOLUTIONS

Relevant Member Statistics

Journalists:

Search Criteria: “blogger OR writer OR journalist OR editor OR anchor OR reporter OR columnist” in Current Job Field

Members: approx. 1,080,000

PR Practitioners:

Search Criteria: "public affairs" OR publicist OR PR OR "media relations" OR "corporate communications" OR "public relations” in Current Job Field (+ “Account Executives” in PR Industry)

Members: approx. 350,000


TALENT SOLUTIONS

Potential Revenue Opportunity

With 100% adoption by 250,000 current “PR Practitioners” on LinkedIn…

If Premium Subscription:

$500/year x 350K members = $175M / year

If Basic ‘Recruiter Lite” functionality:

- $2000/year x 350K members = $700M / year

If Robust Media Database with Workflow Management, Analytics:

- $8000/year x 350K members = $2.8B / year


TALENT SOLUTIONS

Potential Challenges

In order to be competitive at the publication/outlet data level, we’d have to get far more publications and media outlets (including broadcast) to setup company pages on LinkedIn similar to:


TALENT SOLUTIONS

Potential Challenges (cont.)

We’d also need to give those outlets a means of publishing profile data that’s relevant to, and searchable by, the PR professional e.g. Circulation data, Industry Focus, Editorial Calendar, etc.


Possibly as an additional tab

or module called “Profile”

TALENT SOLUTIONS

Other Challenges

Some upfront heavy lifting to get journalists on board and willing to build profiles or better populate them

Some media databases also ‘clip’ articles written by the journalists and store them in the profile

TALENT SOLUTIONS

Thank You!


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Hmsp deck