Linkedin brand audit

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  • 1.Brand Audit

2. Agenda
Introduction
Brand Identity
Brand Hierarchy
Competition
Associations
Research Results
Recommendations
Q&A
3. A World-Wide Network
101 Million users in 200+ countries
Source: www.vincos.it
4. User Population

  • 55% Male

5. 41% = Age 35-54 6. 41% work at companies with over 10,000 employees 7. Industries: Finance, High Tech & Medical 8. Functions: Sales, Administrative, Academics & OperationsSource: Gigya, LinkedIn Ad Platform
9. Social Media Web Traffic
0.26 % of total Internet traffic
10. Brand Hierarchy
CORPORATE
FAMILY
INDIVIDUAL
MODIFIERS
Source: LinkedIn Membership Comparison
11. Networking Management vs. Job Hunting
Finding a Job
Network Management
12. Associations
User Personality/Brand Imagery
Attributes
Polished
Formal
Easy to Use
Inexpensive
Corporate
Convenient/
Accessible
Business Professionals
Online tool
Social Network
Successful
LinkedIn
Connections
Job Search
Staying in Touch
Recruiting
Source of Information
New Contacts
Benefits
Usage Occasion
13. User Image: Stereotypes
Class of 2011: What if social media were a high school?
Source: FlowTown.com
14. Value Dimensions
15. Survey Respondents

  • ~50% Male

16. 80% = Age 25-34 17. Functions: mostly education (MBA)Source: Gigya, LinkedIn Ad Platform
18. Awareness Levels
19. Value Elements: LinkedIn Rank
20. Value Elements: Overall Ranking
21. Job Search vs. Network Expansion

  • In both cases every single attribute surveyed was important (greater rating than 5 on average).

22. Only 2 attributes had differences: 23. Job searchers want effectiveness 24. Networkers want a large number of users