Presentation I gave at the BMA Carolinas monthly meeting on November 20, 2013. Given the wide range of experience in the room, I covered some fundamentals while also pointing out some of our most recent innovations, including Sponsored Updates, Showcase Pages, and Intro.

1. What’s New and Trending for B2B Marketers
Leela Srinivasan, Director of Marketing, LinkedIn
BMA Carolinas
November 20, 2013

2. My LinkedIn career started with an InMail
@leelasrin
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3. The LinkedIn Network
Global Footprint
UK
259M+
Registered members as
of October 29,2013
38%
4M+ DACH
4M+
France
6M+
Spain
YOY
Member Growth
68%
Of LinkedIn members are
outside of the USA
30M+
NL
13M+
+
Students & Recent College
Graduates on LinkedIn
Italy
5M+
5M+
Canada
8M+
Europe
57M+
USA
84M+
EMEA
74M+
Brazil
15M+
S. Africa
2M+
APAC
46M+
UAE
1M+
India
21M+
SE Asia
8M+
Singapore
1M+
Australia
5M+
(Fastest growing demographic)
@leelasrin
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4. Our mission
Connect the world’s professionals to make
them more productive and successful
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5. What’s in it for you?
% of social media traffic
to corporate sites
Comparison of social
platforms for lead gen
LinkedIn
Facebook
Twitter
Other
Source: Investis Audience Insight Report, Q3’13
@leelasrin
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6. On professional networks, members look for career
information & updates from companies
@leelasrin
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7. What is the #1 activity on LinkedIn?
Viewing Connections’ Profiles
@leelasrin

8. 1:1
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9. @leelasrin
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10. Jason Seiden, CEO, Ajax Workforce Marketing

11. Before
Our own recruiting team recently optimized their profiles
@leelasrin

12. After
New headline
New professional
photo
Increased reach
7x likelier
Summary section
with rich media
@leelasrin

13. Built out work history
with rich media
Added Volunteers &
Causes Section
1 in 5
@leelasrin

14. Added additional
skills
Rich media in
Education section
@leelasrin

15. Rich profile data drives your ability to target
GEOGRAPHY
GROUP
INDUSTRY
JOB TITLE
JOB FUNCTION
PAST COMPANY NAME
SENIORITY
SKILLS & SPECIALTIES
COMPANY SIZE
SCHOOL NAME
©2013 LinkedIn Corporation. All Rights Reserved.
@leelasrin
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16. 1 : many
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17. >3 million Company Pages on LinkedIn
@leelasrin
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18. >3 million Company Pages on LinkedIn
@leelasrin
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19. >3 million Company Pages on LinkedIn
@leelasrin
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20. >3 million Company Pages on LinkedIn
@leelasrin
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21. Announcing Showcase Pages (yesterday!)
@leelasrin
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22. Creative Check list
1. Page Name (Up 60 characters max)
2. Logo (Dimensions: 100x60px)
3. Page Description (70-200 characters)
4. Square logo (50x50px)
5. Hero image (976x330px)
6. Featured groups – Choose 3 LinkedIn
@leelasrin

23. @leelasrin

24. Don’t over-target!
Profile data is rich (but
also user-generated)
@leelasrin

25. As with other social platforms, incorporate visuals to
drive engagement
98% higher comment rate
YouTube video links drive a 75% higher share rate
Images result in a
@leelasrin
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26. Be the world’s most interesting company on LinkedIn
•
•
•
•
Be concise and snappy
Include a clear CTA
Consider thoughtful questions
Develop an ed cal; mix it up
@leelasrin
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27. THE IDEAL
TEXT
PULSE (LINKEDIN TODAY)
GOOGLE ALERTS
PRODUCT LAUNCHES
INDUSTRY
PUBLICATIONS
INDIVIDUAL BLOG
THOUGHT LEADERS
PHOTO
POP CULTURE
INTERNAL COMMUNICATIONS
YOUTUBE
HIRING TEAM
HUMOR
@leelasrin

28. We all need a little humor. Even in a professional context.
@leelasrin
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29. RESULTS
Sponsor the good/ important stuff
144 clicks  5,012 clicks
10x impressions
700 webinar attendees
Strong ROI
@leelasrin
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30. now also part of the LinkedIn family
Rich | Viral | SEO
@leelasrin
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31. A few “classic” paid solutions I’m not covering today
Premium
Display Ads
Sponsored
InMail
Self-Service
Ads
@leelasrin
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32. many : many
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33. 218,079
100%
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34. Salesforce CEO Marc Benioff mobilized his employees
@leelasrin
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35. A home-grown example: my new boss’s profile…
@leelasrin
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36. … links to a story about “Why is LinkedIn So Cool”
• Homegrown brand story
• 274K views
• Humanizes our brand
@leelasrin
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37. everywhere
37

38. 38% of our unique monthly visitors come through
mobile apps
@leelasrin
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39. Intro
@leelasrin
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40. Pulse
@leelasrin
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41. 1:1
1 : Many
Many : Many
Everywhere
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42. Blog.linkedin.com
Marketing.linkedin.com
Talent.linkedin.com
Questions?
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