mikezimmerman
TRANSCRIPT
Top uses of social and professional networks
Types of uses and/or applications
People search
Check References
Get Introduced
Post a job
Recruit
Get News
Get Advice
Photo Sharing
Recommend someone
Top Friends
Conduct research
Super Wall
Movie Tastes
Bumper Stickers
Compare People
Send a message
Super Poke
Texas Hold ‘em
Share Music Taste
Social Professional
❑Connecting with 1st degree
❑Relaxation
❑Recreation
❑Discussion
❑Exchanging with 1-2-3 degrees
❑Work
❑Research
❑Problem solving, collaboration
Modes of behavior
Poke
LinkedIn: 34MM+ connected professionalsGrowing at 2MM per month or one every second
Age
Professional interests
Education and school
Title, salary and career history
Relationship ‘graph’
Industry
Geography
Group affiliations
Number and level of connections
What interests someone’s network
© 2009 LinkedIn All rights reserved.
Answers Polls
Apps
Groups
Companypages
Profiles
ProfessionalTargeting
Events
Conversational MarketingAdvertiser/partner programs
What tools can advertisers use?Digg - for passive discovery and active search
© 2009 LinkedIn All rights reserved.
Banana Republic & LinkedInProfile Makeover Promo
Thesis:
An incentive based promotion can change LinkedIn member behavior / drive deeper engagement
Placing a BR offer right at the point of inspiration (professional profile) could deliver business results
© 2009 LinkedIn All rights reserved.
Banana Republic & LinkedInProfile Makeover Promo
© 2009 LinkedIn All rights reserved.
Covered by online fashion outlets
A LARGE number of Banana Republic offers delivered to, and redeemed by the exact desired target audience at store level nationally
>77,000 LinkedIn members signed up to win 25 x $1000 Banana Republic wardrobes
Banana Republic & LinkedInProfile Makeover Promo
© 2009 LinkedIn All rights reserved.
Why did the Banana Republic Promo work?Viral pass along through Network Updates
“Patrick Crane has made edits to his profile”
Kay Luo made edits to her profile, saw theBANANA REPUBLIC OFFER
Mario Sundar made edits to his profile, saw theBANANA REPUBLIC OFFER
Steve Patrizi checked out Mario’s profile, saw theBANANA REPUBLIC OFFER, and made edits to his profile
Hannah Green checked out Steve’s profile, saw theBANANA REPUBLIC OFFER, and made edits to her profile
© 2009 LinkedIn All rights reserved.
MazdaLight touch mass conversation
© 2009 LinkedIn All rights reserved.
MazdaLight touch mass conversation
10x industry average response rates (at least)
Well over 10,000 target audience members voting, sharing, comparing results, discussing Mazda’s product offerings
Mazda ran 15 polls
© 2009 LinkedIn All rights reserved.
What tools can advertisers use?Facebook - for viral pass along and mass attention
© 2009 LinkedIn All rights reserved.
137 essay-length answers to Gary Kelly’s question
Viral distribution of answers to 10,000’s more LinkedIn members
>100,000 visitors to the answers section, sponsored by SouthWest
What tools can advertisers use?LinkedIn - for viral pass along and deep dialogue
© 2009 LinkedIn All rights reserved.
Ways to engage your audienceInteract with your customers, give them a voice
© 2009 LinkedIn All rights reserved.