trovus slides emap construction conference feb10

Extracting business value from

Web 2.0LinkedIn for the Built Environment

February 3rd 2010

Collaborating to extract value

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Agenda

• Is LinkedIn easily defined?

• How many uses does LinkedIn have in today’s commercial context today?

• Can the construction marketing community make use of LinkedIn in a

meaningful way?

• How does LinkedIn connect with other social media to deliver significant

competitive advantage to construction marketing and business

development teams?

• How are construction industry marketers exploiting LinkedIn as part of their

online and offline marketing campaigns for commercial gain, today?



Defining LinkedIn – the standard way



Definitions



Defining LinkedIn – the standard way



Defining LinkedIn – Some stats Oct '09

• Of course, its a social network... aimed at “Business Users”

• 50 million registered users

• 200 countries

• Revenue - $17m (FY08)

• Post Money Valuation - $1bn. (June 08)

– Valuable based ownership of “attention and information”



Defining LinkedIn – Passive Usage

OR

OR



Defining LinkedIn – moving forward

• Platform Technology



Defining LinkedIn – moving forward

• “A” Platform Technology



Defining LinkedIn – Platform Technology



LinkedIn – Standard Uses

OR

?

Introductions Recruitment



Building on the concept of "smarter working"



LinkedIn – Other Uses

Group:

Centralising

the value

CommunityCommunity

Knowledge Transfer

Informed Opinion

Common Interests

Connectivity

Market Intelligence

Social Interaction



What are the uses of LinkedIn

• Core proposition

• However, taking maximum value is where the service is

combined with other online and offline media strategies



Value of LinkedIn for Construction Marketers

• Understanding your market



Market Characteristics – High Value Transactions



Market Characteristics - Competitive



Market Characteristics – Long Lead Times



Market Characteristics – Differentiators are “soft”

Experience

Reputation

Referrals and

Relationships




• BIG......

• If it is linked to other social media and software and used as part

of an overall online and offline marketing strategy....



LinkedIn – A piece in the Social Software Puzzle..

“CLICHE!!”



Definitions



So how can Marketers use LinkedIn



One Idea...



Find Convert Farm

Measure Timing InsightSuspects Conversions X-selling

Connecting Sales and Marketing

The context of the idea



One Idea...

+



IP Lookups



Details



One Idea...

+



Does it work....

• 12% conversion on traditional “TARGETED” Direct Marketing

– Globally renowned “Consultancy and Construction company”, 2009• Target groups of profiled companies of up to 250

• 5% increasing in top line revenue growth, directly attributed to

this process.

– UK’s leading display specialist, operating exclusively within the Construction

Industry, 2009



Now, you take the value – get ready



Now, you take the value – GO!

+ =

Technology Process

trovus slides emap construction conference feb10

Technology

value of linkedin

white labelintelligence

linkedin standard

use of linkedin

maximum value

construction marketers

extracting business

social media