Where business

happens

Marketing Solutions

of all users return monthly 60%

TOP 10 Site in South Africa

unique users 3M February 2014

Our Mission. Connect the world’s professionals to make them

more productive and successful

57% Growth in page

views y/y 32%

9M+

Canada

93M+

USA

16M+

Brazil

5M+

Australia

74M+

EMEA

24M+

India

3.3M

+

South Africa

2M+

Turkey

6M+

Italy 7M+

France

5M+

Spain

4M+

NL 13M+

UK

1M+

U.A.E

1M+

Sweden

February 2014

MEMBERS WORLDWIDE

>2 New MEMBERS PER SECOND

187M+ MONTHLY UNIQUE VISITORS

277M+

The world’s largest professional

network

LinkedIn Audience in Africa

Professionals present on LinkedIn

Audience Total

12,838,809

214,389

Cameroon

1,188,623

720,096

Algeria

Egypt 843,642

Morocco

166,706

Cote d’Ivoire

86,745

Sudan

839,001

Kenya

110,291

Angola

3,284,448

South Africa

329,285

Tunisia

1,508,589

Nigeria

130,367

Ethiopia

263,220

Tanzania

232,622

Zimbabwe

145,950

Senegal

Today’s Agenda

6

• Our Audience

• Benefits to Members

• Benefits to Marketers

• Our Solutions

• Creative Examples

• Reporting

1. BE:Europe 2011

2.LinkedIn Audience 360 Survey, UK August 2011

Business elite believe that LinkedIn is the most important site for them

to visit for their business.1

65% of members say LinkedIn helps them grow new business.2

2X more confidence in the information found on LinkedIn than any

other social site.2

Business Context

Align message with business opportunity

8

An engaged and active member base

85% of visitors use products

other than jobs

LinkedIn Audience 360 Survey, UK, August 2011

65% of members say LinkedIn help them grow new business

75% of users find LinkedIn extremely useful for their business

80% Of members prefer to have separate social networks for

their personal and professional lives2

Avera

ge p

age v

iew

s w

hen u

sin

g s

ection

%age of visitors using section when online

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

0

5

10

15

20

25

Profile

viewing

Inbox

Home

page

People

search Groups

Address

book Company

Jobs

Benefits to Members

9

Everywhere Work wherever our

members work

Insights Be great at what you do

Identity Connect, find and be found

The value

we bring to

our

members

LinkedIn provides tools that our members use

to obtain business insight

11

Homepage Pulse Influencers LinkedIn Groups Company Pages

Top drivers for using personal and

professional networks are quite different

12 Source: Mindset Divide Research, TNS, September 2012.

Personal Networks Professional Networks

Maintain professional identity

Make useful contacts

Search for opportunities

Stay in touch

Keep up to date for career

Socialize

Stay in touch

Be entertained

Kill time

Share content

1

2

3

“Spend Time” “Invest Time”

Top 5 reasons people use each network

4

5

What are professionals doing on LinkedIn?

Insights Networking Professional Identity

Managing their

professional

identity

Building a

professional

network of peers

Distilling and facilitating

professional insights

How the South African audience uses LinkedIn

Connect & Communicate

Research People & Companies

Professional Insights

71%

69%

54%

Seek Career Opportunities 13%

Percentages only for active members in April 2012

Network with other professionals

Learn about what other colleagues are doing

Stay up to date on industry discussions

Maintain professional identity

Benefits to Marketers

15

Social media is on the rise

Building Relations

Create marketing

bonds that lasts over

time

Word of Mouth

Your message

coming from trusted

sources

Engaging Clients

A two way marketing

communications

channel

The value we bring to brands

Audience

Affluent, in-market

members increase

receptivity and

decrease wastage

Context

Professional

environment

engenders trust and

confidence

Impact

Network effect

extends your

marketing beyond

the initial investment

Defining your audience Getting the right message in front of the right person

Professional

Details

Education

Groups /

Associations

Geography

Job Title/

Industry

Company

Name

19

Run of Professional

“InCrowds”

Small &

Medium

Business

Professionals

Business

Decision

Makers

Financial

Service

Professionals

Sales

Professionals

Marketing

Professionals

Startup

Professionals

Corporate

Executives

IT

Professionals

Professionals

working in

companies with

between 50 and

500 employees

Manager &

Above at

Any Size

Company

Finance

Professionals, or

those who work

in the Financial

Services Industry

Professionals

whose job

Function is

Sales or

Business

Development

Marketing

Professionals,

or those who

work in the

Marketing &

Advertising

Industry

Professionals

working at

companies with

1-50

employees

Directors &

Above At

Companies

With More

Than 500

employees

Professionals

whose job

function is IT or

Engineering

Custom Audience Segments

Job function Industry Company Size Seniority

Gender # of Connections Geo Age

Company Group

LinkedIn audience based targeting

Our Solutions

20

Data Media

Social

Integration

Targeting

Research

Analytics

Insights

Display InMail Polls Content Ads Social Ads

Company Pages Groups

APIs Plugins

Profession

Seniority

Education

Industry

Company Size

Geography

Group Membership

Target By

iPad

CMS & Trending Content

22

Company Pages Your home on the world’s largest professional network

Be found by and connect to the

people that matter most

Leverage as a hub for content

marketing efforts

Represent your brand identity

with images and video

Showcase Pages Extend your Company Page presence, effectively segment your message, and deliver it to the right audience

Attract a unique

set of Followers

Discoverable through

search

Highlight association to

the Company Page

Deliver content through

Company Updates and

Sponsored Updates

Two-column feed to

showcase content

24

University Pages (Recommendations) University Pages give schools a single place to build their brand among key

audiences, including current and prospective students, alumni, and parents.

Recommendations on University

Pages are now available

Incentive for education clients to

build on their page

This is a great way for alumni

and students to drive

engagement and seek advise on

university choices

Recommendations can easily

be moved from company page

to university page.

25

Followers Professionals that have opted-in to a relationship with your Company

Build a direct communications

channel to those most interested

in your business

Engage them via:

• Free Company Updates

• Sponsored Updates

• Sponsored InMail

• API experiences and more

Recruit more through paid,

owned and earned channels

26

Follower Ads Accelerate relationships with your key audiences

Maximise success by being

easily discoverable

Ensure follower quality through

advanced targeting

Invest only when a member

takes action

27

Spotlight Ads The Spotlight Ad, couples the member’s own profile image with your

brand and message. Assimilating your brand into the member’s

LinkedIn experience not only presents an opportunity for true one-to-one

marketing, but also results in higher average performance than standard

display

Spotlight Ads Drive Performance Together with landing pages featuring a custom

API implementation, Spotlight Ads can serve as

a native-looking entry into a very personalized

brand experience for your target audience.

• Demonstrated improvement in CTR and

engagement vs. traditional display

• Unique advertising solution only available from

LinkedIn

• Fully customizable ad-unit allows for fast

testing and optimization

28

Company Updates Ongoing dialogue with your dedicated Followers

Deliver standard or rich media

content for free

Boost relevance by targeting

sub-sets of Followers

Drive engagement to fuel social

sharing

Sponsored Updates (SUs) Placements that appear in the LinkedIn feed on desktop, tablet, and

mobile phone

Currently, there are 15 content slots on the desktop

home page feed, per page view (PV)

Organic content is ranked based on expected

relevance

1 slot in the first PV will be for SUs

Randomized between slot 3-5

Users must see a number of organic updates

before seeing the next sponsored

Today, users won’t see more than 1 SU per PV

We will have frequency caps on the number of times a

unique piece of content can be shown to a member

When companies target SUs to their followers:

We always give precedence to the organic

update

The sponsored version will only appear if it would

show much higher than the original organic

content

30

Custom Groups Branded community where members discuss topics that matter to them

Create an authentic brand voice,

share content, empower

community conversations

Influence a dialog with potential

customers and advocates

Cultivate long-term relationships

Demonstrate thought leadership

Gain insights and feedback

31

Join Group Ads Boost community membership

Drive awareness of the Group

amongst your target audience

Use social context to help

encourage sign up

Remind members why they should

return to your branded community

32

SlideShare Content Ads Distribute your presentations directly to LinkedIn members

Extend reach and discoverability

of your SlideShare content

Drive engagement by offering

user-value

Demonstrate thought leadership

and industry expertise

33

Standard Content Ads Distribute your content directly to LinkedIn members

Extend the reach of existing

collateral

Drive engagement with a rich

and varied format

Benefit from viral spread

Share multiple feeds in a

dynamically updated ad unit

34

Video Content Ads Distribute YouTube assets directly to LinkedIn members

Make your presence more

effective by broadening reach

Encourage users to stay tuned-in

for longer

Provoke an emotional response

by bringing your message to life

35

Standard Display Ads Reach the right audience at the right time on the most accountable

medium

Target influential

professionals with precision

Drive high-quality audiences

to your website

Showcase your brand within

an aspirational context

Gain unparalleled insights

with deep performance

metrics

36

Audience Roadblock Exclusive ownership of your audience’s LinkedIn experience

Create impact with presence

throughout the user journey

Achieve 100% SOV for the

specified campaign period

Own all ad formats: 300x250,

160x600 and text link

37

Employee Profile Sponsorship Own the ad space on the profiles of your workforce

Harness your best brand

ambassadors

Use profile ad space to promote

your brand

Direct captivated professionals to

a website or Company Page

38

Sponsored InMail (Standard) Send a personalised message directly to a member’s inbox

Ensure standout; just one

message is sent every 60 days

Prompt user to take action with

customizable response button

Encourage on-going dialogue

with optional social widgets

Reach members on their mobile

devices

39

Custom API Solutions Create innovative experiences beyond LinkedIn.com

Develop applications, microsites,

promotions

and more

Leverage LinkedIn data to build

social context

Promote using paid, owned and

earned media

40

CMS & Trending Content Introducing Content Marketing Score & Trending Content

41

The CMS is a recommendation

engine that quantifies your impact

by measuring your audience’s

engagement with your content,

benchmarking versus your peer set,

and providing recommendations on

how to improve.

Trending Content ranks the topics

that resonate most with

specific audiences on LinkedIn,

so you can tailor your content for

maximum relevance.

CMS + Trending Content = Compelling, Relevant Content

Content Marketing Score & Trending Content Two new resources to superpower your content on LinkedIn.com

42

Speak to your target audience in their languages with the new “language preference” targeting filter

Present your target audience and potential customers with a personalized page feed based on the targeting filters they best match

Enhance your company’s LinkedIn presence with the right combination of targeted Company Updates and Showcase Pages

Language Preference Targeting & Personalized

Page Feed

How Microsoft’s Company Page could look to their target audiences

if they use language preference targeting and with the personalized

page feed:

Page visitors in the USA

• Page name and description targeted in the

English language

• Any company updates targeted to the

geography of the USA

Page visitors in China

• Page name and description targeted in the Chinese

language

• Any company updates targeted to the geography of

China

快来为你。做你喜欢。

在微软，我们帮助世界各地的人们和企业充分发挥其潜力。

我们做这个简单的任务来的生活每天都会通过我们的。

微软。4月15日几乎是在这里。一定要RSVP为我们的现场流调，当顶尖的工程师会就转向复杂的数据转化为有意义的洞察力驱动的影响，采用了最新的数据平台技术。

Microsoft. 15 de abril es casi aquí. Asegúrese de confirmar su asistencia a nuestro principal-transmisión

en vivo, cuando los mejores ingenieros hablarán en convertir datos complejos en información

significativa para impulsar el impacto, utilizando las últimas tecnologías de la plataforma de datos.

Ven como eres. Haz lo que amas.

En Microsoft ayudamos a las personas y empresas de todo el mundo a alcanzar su máximo

potencial.

Hacemos esta sencilla misión cobra vida cada día a través de nuestro ... ver más

Page visitors in Spain

• Page name and description targeted in the

Spanish language

• Any company updates targeted to the geography

of Spain

Personalized page feed is available to Company Pages,

Showcase Pages, and Affiliated Company Pages

Company Page

Microsoft—1,613,276 Followers Computer Software

10,001+ employees

Career Page

Microsoft

Career Page 4,245 jobs posted

Featured Groups

Be Future

Ready 7,025 members

Showcase Pages

Office 13,025

followers

See more

Dynamics 11,205

followers

Lync 4,625 followers

Visual

Studio 3,078 followers

Affiliated Company

Pages

Skype

See more

Microsoft

Nederland

Yammer Inc.

Does not apply to the

Career Page feed

Creative Campaigns

45

INSERT RELEVANT CAMPAIGN

EXAMPLES HERE

Reporting

47

Power and Accuracy of Professional Profile

Data Who Visits Your Page? Who Saw Your Campaign?

Who Clicked On Your Ads? Who Viewed Your Ads?

Thank you!