GSK 2014

Social Media Strategies for the EnterpriseMarch 10th, 2016

Ben KellySenior Enterprise Account Executive, Marketing Solutions

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LinkedIn Agenda Social Media Strategies for the EnterpriseUsing LinkedIn across the enterprise to connect employees

How an enterprise can connect with new and existing customers

Personal brandingProfile / IdentitySharing / PublishingConnecting

Q&A

Connect the worlds professionals to make them more productive and successfulLinkedIns mission

Just to orient you all to our overall mission as a company. Our true north as an organization is centered on helping professionals (like all of you) to connect with other professional to ultimately make you more productive and more successful - in your current roles, and wherever you choose to take your careers. This is really the first order priority that drives our day to day. 5

Members414M

Members per second>2 New

Students & Recent College Graduates40MGrowing global network

There are more than 40 million students and recent college graduates on LinkedIn. They are LinkedIn's fastest-growing demographic.6

Sources: LinkedIn data; Buying power and business decision makers as calculated by comScore, Aug 2014 Mediametrix data for USUSA124M+EMEA132M+APAC85M+LATAM57M+Canada12M+

And, our membership is global with tens of millions of highly educated and influential professional audiences engaging in content on the platform in every region around the world.

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Advance my careerStay connected and InformedWork SmarterLinkedIn is the business dashboard for the worlds professionalsOver 414 million members in over 200 countries and territories.

More specifically, our mission is to help you and the rest of our 380M+ members 1) network and stay connected with their colleagues, 2) stay informed through all the professionally relevant content shared on LinkedIn, and 3) find that next great career opportunity. The opportunity for marketers comes very strongly from the second pillar: as our members seek the knowledge that will help them in their jobs and careers, businesses have a critical role to play in providing information that helps our members achieve their objectives.

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Our vision

Create economic opportunity for every member of the global workforce

THE ECONOMIC GRAPH

Our dream is to help people more easily navigate this increasingly challenging 21st century global economy by developing the world's first economic graph, i.e. we want to digitally map the global economy and in doing so, create economic opportunity for every one of the 3B people in the global workforce.

We want to create a digital profile for every member of the global workforceWe would like there to be a digital profile for every company in the world, and who you know at those companies up to three degrees to help you get your foot in the door. We would like to have a digital representation of every job offered by these companies, full-time and part-time for profit and volunteer. We would also like there to be a digital representation of every skill required to obtain these jobs. And a presence for every higher educational organization and learning and development tool that would enable the members to obtain those skills.And lastly, we want to be in a position where we can overlay the professionally relevant knowledge for every one of those individual members, companies and universities to the extent they want to share it. Then we want to step back and allow capital, all forms of capital, intellectual capital, working capital and human capital to flow, to where it can best be leveraged and in doing so, help lift and transform the global economy.

Connecting talent with opportunityat massive scale

Members

Companies

Jobs

Skills

Schools

Updates

The only thing standing in the way of our vision being realized is scale, and that will come with time. Over next ten years, the economic graph will be a reality and it will forever change the way talent connects with opportunity.

Schools

Companies

Knowledge

Skills

Members

Jobs

The Economic Graph

414M+4M+3M+25K+17M+ presentations1M+ long-form posts270K+ Lynda classes

One manifestation of LinkedIns vision is the economic graph - a digital mapping of every major component of the global economy: workers, their skills, companies, their jobs, and institutions that provide training and education

The economic graph will reduce the friction for the flow of all forms of capital real, human, and intellectual.

Members >350M (39M students & recent grads)Companies >4MColleges and Universities >25KActive job listings >3MJobs and internships for students = >40K

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Insights about career outcomes of educations worldwide

Millions of members have told us where they went to school, what they studiedWhat degree they gotTheir internshipAnd everything they did in their careers after school

We have the first and only large-scale dataset exposing the career outcomes of any education, for many decades, from any school in the world

The power of this data for students, colleges, companies, even governments is mesmerizing

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Our Core Lines of Business16LinkedIn for the Enterprise

Connecting the Enterprise17Where we are going

How should I manage my personal brand on LinkedIn?

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Personal mindset = spend time

Personal NetworksSpend Time

Info on friendsInfo on personal interestsEntertainment updates

Nostalgic, Having fun, DistractionIts hanging out with yuour kids on South Mountain 19

Professional mindset = invest time

Professional Networks

Invest TimeCareer infoUpdates on brandsCurrent affairs

AchievementSuccessAspiration

Findng a schoolAspiring

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Add a professional photo

1More views with a profile photo than without14x

YourprofileisthefirstthingpeopleseewhentheylookyouuponLinkedIn.Agreatphotoandawell-writtenheadlinecanhelpyouopenmoredoorstoopportunity.21

Write an attention-grabbing headline

2Explain what it is you doShow your passion and value

Aheadlineisyourpersonalbillboardandtellstheworldwhoyouare.Boostyourprofileviewsbycustomizingyourheadline.Hereshowyoucanwriteonethatclearlysetsyouapartfromyourpeers.22

Draft a compelling summary

3Focus on career accomplishments and aspirationsRecommend 40 words or moreInclude keywords not buzzwords

Adding a summary of 40 words or more makes your profile more likely to turn up in a future employers search. A good tip is to ensure your summary includes keywords featured in desirable job descriptions for your field. Describe your experience and tell the world why you work in your chosen career. Avoid buzzwords (examples: strategic, team player, creative) and focus on your career accomplishments.23

Detail work experience

4More profile views than those without12x

Its essential to list all past experience. Your profile is 12 times more likely to be viewed if you have more than one position listed. 24

5Add examples of your work in photos presentations & videosGive a dynamic, visually appealing representation of your professional story

Illustrate your unique professional story and achievements by adding visuals such pictures, compelling videos, links to news stories and innovative presentations to your experience section.25

FindDiscoverFollow

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Add skills The optimal number is unique to each person. Include a mix of high level and niche skills and be specific.Get Endorsements -Add skills that your connections can endorse you for and recognize those youve worked with on their professional skills. There are over 3 billion endorsements given to date on LinkedIn.26

Include Volunteer Experiences & Causes

7More profile views than those without6x

Adding causes and volunteer experience is a great way to round out your professional identity. Almost half of all hiring managers say they view volunteer experience as equivalent to formal work experience.27

STAY INFORMEDBuild your professional brand

Build your knowledgeDiscover content that matters to you

Keep up to date on industry news and articles on LinkedIn that will make you better at the job you have now. 29

Professional PublishingPlatform

Peers1MM+ posts/wk in Groups130k/wk Member Posts

Thought Leaders500+ InfluencersNews2MM+ PublishersLinkedIn Pulse

Brands7MM+ Company PagesCompany Updates 18MM+ SlidesharesElevate

Education270k+ Lynda classes

Professional Publishing Platform

And, theyre engaging in a ton of content on LinkedIn. LinkedIn has really become, at the core, the definitive professional publishing platform.

A place where members are consuming professional content published on over 7M brand-managed company pages, content shared by over 500 LInkedIn Influencers and 1M publishers, as well as peer to peer sharing through posts to the LinkedIn Feed and Groups. And, with the recent acquisition of Lynda, members are now engaging with professional training content.

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More engagementwith content vs. jobs7xContentJobs31

The usage of our platform has dramatically shifted and content now gets 7x more engagement than jobs on LinkedIn. Today, we are the definitive platform for professionals to gain and share content and insights.

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Helping you grow and engage your network32Sharing updates vs. publishing postsShare links, articles, images, quotes or anything else your followers might be interested inDeeply explore topics that matter to you, then watch the comments to see your impactUPDATESPUBLISHING

Publish (Status update)

Share your knowledge, perspective, or what you care about with a status update.

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Adding causes and volunteer experience is a great way to round out your professional identity. Almost half of all hiring managers say they view volunteer experience as equivalent to formal work experience.33

Publish (Long Form)

Share what you knowJack trendsLook at the calendar

8B

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Publishing on LinkedInBecomes part of your profileGets shared with your networkReaches the largest group of professionals ever assembled

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GET CONNECTED

2014 LinkedIn Corporation. All Rights Reserved.2014 LinkedIn Corporation. All Rights Reserved.