LinkedIn Marketing Solutionsreaching professional consumers for your brand

To engage effectively, marketers need to understand the difference in mindset across social platforms

1

2

3

4

5

Socialize

Stay in touch

Be entertained

Kill time

Share content

Maintain professional identity

Make useful contacts

Search for opportunities

Stay in touch

Keep up to date for career

2Sources: ‘The Mindset Divide”, TNS and LinkedIn, September 2012

Personal Networks Professional Networks

“Invest Time”“Spend Time”

200,000,000+

registered members

The globally connected professional network

6M+

Canada

M+70

USA

11M+

Brazil

3M+

Australia

39M+

Europe

2M+

DACH

3M+

Italy4M+

France

3M+

Spain

3M+

NL10M+

UK

18M+

India

Highly matured internet userAverage 11.4 hours is spent on the Internet in a week

90% using internet since more than 3 years ago

Highly educated user47% of LinkedIn India users have at least a post grad qualification

55% of LinkedIn users own a car

79% of LinkedIn users have travelled in the past 6 months

Travel and Living

Where are these professionals on LinkedIn?

Inbox

Profile Viewing

Home Page

Address Book

People Search

Company

Groups

Jobs

0

5

10

15

20

25

30

0% 20% 40% 60% 80% 100%

Ave

rage

age

vie

ws

whe

n us

ing

secti

on

% of visitors using section when visiting

Source: internal data

Elite C-Level, Director, VP, Owner, Partner 1.8 MN

Premium Manager, Senior, Entrepreneur 6.2 MN

Young Earning Professionals

Entry Level, Individual

Contributors10 MN

Prosumer Audience Segments

The power of targeting with LinkedIn

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LinkedIn: New Targeting Parameters

• Opinion Leaders • Career Changers • MBA Degree• Smartphone Users• Graduate Education• Business Travellers• Career Starters• Fortune 1Ks• Event Planners• Freelancers • Doctors • Nurses • Mobile/Device• CFO Network

Targeted Media

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Prominent Placement

Little competition

IAB Standard Units

Not part of any ad network

LinkedIn: Display AdvertisingText Ads and Targeted Display (hosted or 3rd-party served)

Text Ad

300x250 160x600

LinkedIn: Content Module

LinkedIn Content Ads – Expandable VideoBring a variety of content to your target audience.

Creative Built by LinkedIn

Can include Video, RSS, Whitepapers,

Twitter Expandable Video, etc

Either 300x250 & 160x600 units

Video plays without leaving the ad unit

Video gallery

Unit sized 300x250 (600x250 when

expanded)

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Engage: Audience Roadblock

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When a small business professional logs onto LinkedIn, target them with Cairn solutions and offering

Perfect for the launch of the campaign and to promote Business solutions from Cairn

Ownership of all ad units on LinkedIn homepage

Textlink, 300x250, 728x90

LinkedIn Partner MessagesYOUR MESSAGE HAND-DELIVERED TO YOUR SPECIFIC PROSPECTS

LinkedIn iPad users are Affluent and Engaged

2X more likely to be Senior Decision Makers than the desktop 1

Highly integrated ad experience

Engagement is 4X higher on iPad LinkedIn ad units than average engagement for standard desktop 300x250 ad units 2

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1, 2. LinkedIn Internal data

Platform Media

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LinkedIn : Sponsored Polls

•A Polling Ad unit can be served to the target audience which can carry customizable, brand relevant questions & initiate interactions

•Rich functionality allows the members to both Vote and Comment

•This is a great tool for the advertiser to gain deeper insights in its product from the target audience

What Do you look for when buying a TV?

Screen Size

Picture Resolution

Price

Sound Quality

Design

LinkedIn : Sponsored Polls (Results)

What Do you look for when buying a TV?

Design

Easy Health

Maxima

Optima Restore

Individual Personal Experiment

LinkedIn: Group Targetting

Custom Solutions

Custom Solutions for AMEX

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Why would you recommend?

Message to an affluent user in LinkedIn India

First Attempt in India outside our Walled Garden

Authentication

Use of Connections API

Technically, only one field to be filled, auto publish on profile

Using the Social Stream

Creating Urgency45-Day only campaign to build in virality, getting the network buzzing!

Using the Mailbox API – Hits the Inbox

Personalized Messaging for Nominee

Custom Solutions for Woodland

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This WORLD ENVIRONMENT DAY,Step Out for a Green Economy

Simple, viral concept using LinkedIn APIs for Woodland’s Pro Planet

Initiative

http://www.stepout2goproplanet.com/

Woodland API Solution Deal Deep dive – Region India (North)

To build an interactive platform where we can share ideas for a green economy

Targeted Media to API Destination (Contest between June 5th to August 18th 2012)

To inspire the next generation and increase their participation in the conservation of nature.

Goal: No of visits : 100000+No of ideas shared: 1000+

What tilted Woodland in favour of LinkedIn is the15 million member base in India to reach out to for

informative and innovative ideas to make the environment, a greener

place to live

Banners: Running on LinkedIn

Pixel Concept: More Ideas you Share, More Our World Goes Green!

DAY 1Forest Wall is Pixilated

DAY 90-120Entire Forest Wall goes Green

Professionals Share Ideas on 10 Sectors Identified by the United Nations Environment Programme for Green Economy

10 IDENTIFIED SECTORS

All Sectors :- Share your ideas on how businesses can contribute to a green economy…Buildings :- share your ideas to construct a better world… Fisheries – Share an idea to replenish fish stock… Forestry – Share your ideas to increase forest land..Transport – Congestion, pollution, traffic accidents . . . there's a better way! Share your ideas here…Water -- Billions of people worldwide lack access to clean drinking water or improved sanitation services. Share your ideas to conserve water… Agriculture -- Use your consumer power to support local, organic and sustainable agriculture! Share your ideas here…Energy Supply -- Share your ideas to tackle energy supply here…Tourism -- Tread lightly on your travel destinations. Share your ideas around ecotourism Waste -- If everything you buy becomes waste, where will we put it all? Share your ideas here…Manufacturing and Industry -- It's no big secret that industry and manufacturing have been rough on the environment - but things can change, and you can help! Tell us how…

Thank You