1

MARKETING SOLUTIONS

The team

2

MARKETING SOLUTIONS

Agenda

LinkedIn Member Story

Engage the influential

Where are you now?

Marketing Solutions

Q&A

3

LinkedIn Member Story

MARKETING SOLUTIONS 5

Olivier Legrand

Enablement

MARKETING SOLUTIONS

MARKETING SOLUTIONS

Our MissionConnect the world’s professionals to make

them more productive and successful

MARKETING SOLUTIONS

Our VisionCreate economic opportunities for the global

professional in the world

MARKETING SOLUTIONS

Huge global opportunity in members

Worldwide Workforce

3,300M+2

Worldwide Professionals

640M+2

LinkedIn Members

175M+1

1 As of Feb 9 ’12 | 2 International Planning & Research

MARKETING SOLUTIONS

The values we bring to our members

Work wherever our

members work

EverywhereInsightsBe great at what you do

IdentityConnect, find and be found

MARKETING SOLUTIONS

Be great at what you do

Insights

1M Unique

Publishers

MARKETING SOLUTIONS

Seamlessly across devices

MARKETING SOLUTIONS

EverywhereThat works where you work

MARKETING SOLUTIONS

Engage the influential

MARKETING SOLUTIONS

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

4.2MCXOs and VPs

1

Sources: 1 US internal LinkedIn data, March 2012 2 LRN member survey, September 2011 3The Nielsen Company @ Plan Rel 3 2011

MARKETING SOLUTIONS

Connect &

Communicate

Research People &

Companies

Professional Insights

79% Network with other professionals

77% Learn about what other colleagues are doing

69% Stay up to date on industry discussions

Seek Career

Opportunities10% Maintain professional identity

Percentages only for active members in June 2012LinkedIn Internal Data – Region - Global

How Do C-Level Executives Use LinkedIn?

MARKETING SOLUTIONS

C-level executives are more likely to follow companies

and actively engage on LinkedIn

63% More like to follow a company other

than their own

60% More likely to be a member of our influencer

segment

33%CXOs are on average members of 33%

more groups

LinkedIn Internal Data – Region - Global Percentages only for active members in June 2012

MARKETING SOLUTIONS

Members in APAC use LinkedIn to:

Connect &

Communicate

Research People &

Companies

Professional Insights

73% Network with other professionals

71% Learn about what other colleagues are doing

65% Stay up to date on industry discussions

Seek Career

Opportunities<20% Maintain professional identity

LinkedIn Internal Data

Percentages only for active members in August 201219

MARKETING SOLUTIONS

With a higher propensity for business travel

20

22%

14%15%

19%

12%

14%

0%

5%

10%

15%

20%

25%

LinkedIn Facebook Twitter FT.com WSJ.com Economist

11% average

Source: TGINet Europa, 2011 r2

Base: All Internet Users GB, F, D, ES

MARKETING SOLUTIONS

Frequent and extremely profitable travelers

21

LinkedIn members are

over 2x more likely than

the average to have

travelled 4+ times for

business in the last

year...

...and they travel in style:

3x more likely to travel in

business class for business

2x more likely to travel in

business class for leisure

Source: TGINet Europa, 2011 r2

Base: Linkedin members GB, F, D, ES

MARKETING SOLUTIONS

Travel influenced by a variety of factors

22

LinkedIn members say:

Frequent Flyer SchemesIndex 184

PriceIndex 136

Inflight Comfort/ServiceIndex 147

Convenience of TimingsIndex 218

Personal RecommendationsIndex 163

Company PolicyIndex 215

Leisure travel more likely to be influenced by....

Business travel more likely to be influenced by....

Source: TGINet Europa, 2011 r2

Base: Linkedin members GB, F, D, ES

MARKETING SOLUTIONS

Influential about travel and influenced by others

23

Audience

49% of LinkedIn

business travellers

consider themselves

‘travel influencers’ –

likely to convince others

about travel

66% of LinkedIn

business travellers say

other peoples’online

opinions help them

make decisions about

major purchases

Source: TGINet Europa, 2011 r2

Base: Linkedin members GB, F, D, ES

MARKETING SOLUTIONS

Business travellers utilising the power of LinkedIn

24

2x more engaged than the average member

72% follow at least one brand on LinkedIn

30% more inclined to follow travel brands

3x more likely to engage with status updates

Source: LinkedIn Internal Data

Base: UK Business Travellers on LinkedIn

Where are you now?

25

MARKETING SOLUTIONS

Where are you now?

26http://www.slideshare.net/OgilvyWW/unearthing-shangrilas-big-ideal

http://www.youtube.com/watch?v=Br1JqG6trxo

A compelling idea, leverage-able content and a great asset

MARKETING SOLUTIONS

Where are you now – an amazing idea exemplified

across digital Delivering relevance around the

world – global page linked to local

hotel pages

Solid content strategy – regular

posting of great, frequently liked and

commented content

Conversation and offers – a

platform for distribution of consumer

offers

On Facebook, content and offers

delivered to 198,052 total likes, with

21,711 people talking about this – with

the most popular age group being

25-34 year olds

27

How can we leverage these strong social media principles in the minds

of business travelers on LinkedIn?

MARKETING SOLUTIONS

Where are you now? Embracing mobile

Shangri-La app – making trip planning

and managing Golden Circle

membership much more convenient

Shangri-La.com – responsive design

principles employed for a positive user

experience on iPad

28

How can we promote these among LinkedIn’s business travelling

audience?

MARKETING SOLUTIONS

Where are you now on LinkedIn?

Your LinkedIn company page consists

of 14,000+ engaged followers, of

which:

– 3,000+ are Directors, VPs or CXOs –

and those that are likely to travel on

business

– 3,500+ are employees who have their

profiles viewed 13,000+ times per

month – powerful tools for

advocacy

– A global follower base, led by

China, India, UAE, and the US

29

MARKETING SOLUTIONS

Who is following you?

30

LinkedIn Marketing Solutions

MARKETING SOLUTIONS

High Impact Display MediaEasy to place. Hard to miss.

Prominent placements

above the fold

One ad on the page

Rich media enabled

Not a part of any ad

networks

300x250, 160x600, 728

x90 and textlinks

32

MARKETING SOLUTIONS

Targeting Beyond Demographics

Function, Seniority, Location, I

ndustry, Company Size

Education, Interests, Groups

MARKETING SOLUTIONS

LinkedIn GroupsAbility to target users who are member of specific groups.

MARKETING SOLUTIONS

Custom GroupsCultivate long-lasting relationships

Group Name

What are your clients looking for in today’s market,

protection or growth?

If you have a retirement plan at work, do you believe that

participating in it is one of the best ways to save for

tomorrow?

Are you on the way to a financially secure retirement?

If you leave your job or are close to retirement, how can Prudential Retirement can help you protect your wealth.

If you have a retirement plan at work, do you believe that participating in it is one of the best ways to save for tomorrow?

Are you on the way to a financially secure retirement?

Robust membership-driving

program

Over 1M Groups exist

1.5M Group memberships

added every week

MARKETING SOLUTIONS

LinkedIn Group AdsAttract and engage your precise targeted audience

•Boost membership by reaching targeted

professionals

•Personalized to each viewer based on their network

connections

• Provide Group information and context

Featured Discussion: “Interesting article from Financial Advisor Magazine that begs the question, what firm is prepared to throw the proverbial hammer…”

Join Group

Ryan Roslansky and 4 other connections joined.

MARKETING SOLUTIONS

Content AdsLeverage Innovative Content & Messaging to showcase thought leadership

Leverage innovative units to

distribute content to desired

target audience

Connect activity across all social

platforms

(YouTube, Twitter, blogs, etc.)

MARKETING SOLUTIONS

Sponsored PollsDrive and sponsor conversation

Drive member conversation

Enjoy flexibility with questions

Display dynamic ads on results page

Ability to share virally

MARKETING SOLUTIONS

Members only receive (at most) one

Partner Message per 60 days

Partner MessageYour message delivered to your specific prospects

Extensive targeting capabilities

Ability to share virally

MARKETING SOLUTIONS

Company PagesEstablish brand presence on LinkedIn

MARKETING SOLUTIONS

Social MessagingFollow Company and Recommendation Ads

Gain more followers to your LinkedIn

Company Page

Drive recommendations to promoted

products/services

Actions become viral within network

update stream

MARKETING SOLUTIONS

Power and Accuracy of Professional Profile Data

42

Who Visits Your Page? Who Saw Your Campaign?

Who Clicked On Your Ads? Who Viewed Your Ads?

Shangri-La And LinkedIn

43

MARKETING SOLUTIONS

Summary – a holistic partnership

44

Analytics/Research

Technology/Product Integration

Conversation & EngagementBrand Messaging

Social Activation

Thought Leadership

Partnership

Foundation

MARKETING SOLUTIONS 45

Appendix

46

MARKETING SOLUTIONS

2 M+ Active

Company

Pages

Establishing Company Presence

MARKETING SOLUTIONS

New Company Pages: Testing Now

48

MARKETING SOLUTIONS

Engage followers with real-time updates

MARKETING SOLUTIONS

Connect with your followers everywhere

MARKETING SOLUTIONS

LinkedIn Groups: Your source for professional knowledge

MARKETING SOLUTIONS

Over 1 Million Different Groups on LinkedIn

52

MARKETING SOLUTIONS

Managed Groups

53

Highly relevant topics that drive membership and participation

MARKETING SOLUTIONS

LinkedIn Platform: APIs for marketers

American Express creates a viral engine that

rewards LinkedIn members with card discounts

for professional recommendations