1. Marketing SolutionsEverything you need to achieve your marketing goals.

2. LinkedIn’s Mission Connect the world’s professionals to make them more productive and successful.

3. Intelligent marketing solutions for your brand.

4. What are professionals doing on ?

5. The essential daily tool for business

6. The LinkedIn ProfileWhere professionals manage their identity and reputation. Integrating other social activity (blogs, tweets) Professional profile Recommendations Installing InApps Optimising profiles for search – the professional profile of record

7. The LinkedIn Profile (Continued…)Where professionals manage their identity and reputation. Carry your profile onto third-party sites via LinkedIn sign-in Take your profile with you via your mobile device

8. Building business relationships Building a professional network Making contact via InMailTM Searching for professionals Requesting / facilitating introductions

9. Gaining professional insight Following companies, recommending products & services Extracting the signal from the stream Discussing professional topics in Groups Asking professional questions & seeking answers from their peers

10. Gaining professional insight (Continued...) Polling their peers Sharing & commenting on insights & news via status updates Sharing content from third party sites back into LinkedIn

11. 100+ million potential customers today. 5 million more every month.

12. Who are LinkedIn users?LinkedIn users are ambitious and career-minded I want to get to the very top in my career (I=153) I look on the work I do as a career rather than just a job (I=136) I like taking risks (I=131) I like to pursue a life of challenge, novelty and change (I=143) I worry about work during my leisure time (I=144) My average working day consists of more than 10 hours working (I=163) There are not enough hours in the day to do alI I want to (I=113) Source: TGI Net Europa, 2010 R1

13. Who are LinkedIn users? LinkedIn users are financially astute I look for profitable ways to invest my money (I=173) I follow the Stock Exchange prices (I=163) I own shares in the company I work for (I=145) I’m interested in financial services advertising (I=243) I own more than four credit / debit cards (I=220) I have stocks, shares, unit trusts or investment trusts (I=152) Source: TGI Net Europa, 2010 R1

14. Who are LinkedIn users? LinkedIn users are heavy mobile users, especially for business I own two or more mobile handsets (I=200) My employer pays my mobile bill (I=222) I have an iPhone (I=449) I have a Blackberry (I=302) The majority of the calls I make are for business (I=280) The most important factor in choosing a mobile is brand/image (I=167) I use my mobile devicefor email (I=242) I use my mobile for internet / WAP (I=272) I cannot live without mobile communication (I=125) I pay for my phone via a monthly contract (I=335) Source: TGI Net Europa, 2010 R1

15. Who are LinkedIn users? LinkedIn users are early adopters and promoters of technology People come to me for advice before buying new things (I=130) I love to buy new gadgets and appliances (I=173) It is important that my household is equipped with the latest technology (I=148) I try to keep up with developments in technology (I=131) There are three or more computers in my home (I=184) I buy new products before most of my friends (I=138) I cannot live without mobile communication (I=125) I own two or more mobile handsets (I=200) Source: TGI Net Europa, 2010 R1

16. Who are LinkedIn users? LinkedIn users like to drive fast in cars that look good I use my car to do my job (I=132) It’s essential that a car looks good (I=136) I like driving (I=234) You can judge a person by the car they drive (I=136) I like to drive fast (I=334) Brand image was the most important factor when buying my most recent car (I=205) I intend to buy a car in the next 12 months (I=261) My car should catch people’s attention (I=356) My car should be equipped with all possible safety features (I=159) I like innovative cars (I=188) The next car I buy will be new (I=172) Source: TGI Net Europa, 2010 R1

17. Global Footprint Europe 24.7M Canada 6.5M Pacific Rim 14.8M US 49.6M Middle East 2.8M India 5.7M Central & South America 12.4M Africa 3.48M Australia 2.54M

18. LinkedIn Local Reach: Africa 3 482 000 Million users South Africa 1 160 000 Million users Male 56.28% Female 43.72%

19. Who are they? Directors & VP’s & CEO’s 91 978 Business Owners 115 741 Managers 138 536 IT Professionals 65 672 Finance Professionals 105 258 Business Influencers 228 364

20. LINKEDIN FOR DUMMIES The Fundamentals

21. Where to focus?

22. Where to focus? A 100% complete LinkedIn profile gives other professionals a complete picture of you and your core competencies

23. How to connect?

24. Why Connect? You can also see how many potential connections you have on LinkedIn based on your current connections and network

25. Who is trying to find you?

26. What else is there to use?

27. The power of LinkedIn is recommendations

28. Follow companies

29. How about research on a company?

30. Or an industry?

31. Intelligent marketing solutions for your brand.

32. Media Opportunities

33. Audience Targeting Accurate, credible, detailed Profession Company size Location Seniority Industry Education Groups

35. Ran 300x250 brand display

36. Targeting BDMs* in Autos, Retail, Healthcare & High Tech in companies over 1,000

37. Average CTR of 0.34%, with top performing creative at 1.04%. Delivering average of 384 clicks a day*BDMs = Business Decision Makers, defined as Manager and above

38. Display Advertising Homepage takeover. Maximum impact. 100% ownership Exclusivity increases impact Powerful creative opportunity

39. Audience-Based Targeting

40. PollsEngage professionals and gain valuable insights. Engage your audience and drive conversation on topics relevant to your brand Responses are published and charted real-time on an interactive results page Respondents can further engage by posting comments or sharing Dynamically served banners on results page aligns messaging with member responses

42. Answers: 30 characters max (including spaces)

43. Answers: Up to five choices

44. Logo for the poll question: 100x50 or 60x30 (.gif, .jpeg, .png, 40K)

46. Try to be as brief as possible in your question and answers. Shorter questions usually get higher response rates

47. Avoid yes/no questions (e.g. do you use this product?). These polls perform below average and results are less interesting

48. Include responses that cover the full spectrum of answers by including an option such as “none of these” or “other”

50. Partner MessagesYour message, hand-delivered to your specific prospects. Hand delivered message to member’s LinkedIn inbox High visibility within inbox Maximum of one message per member each 60 days Only relevant messages allowed Precise targeting options Innate credibility as a partner

51. Intelligent marketing solutions for your brand.

52. Groups 600,000 professionally orientated groups 1,500+ created every day 3,000,000+ members join groups each month

53. Groups Create a community for though-leadership around your chosen topic Gain insights & feedback by listening to peer to peer discussions Provide a platform for brand advocates to voice feedback and opinions Customise the experience with additional units to feed in relevant content, eg: blogs, tweets, news, video, polls etc

54. Group Ads Drive group membership. Dynamic, viewer-aware ad unit Displays latest content from the Group’s discussions plus the member count Identifies connections within the viewer’s own network who’ve joined the group Acts as a viral call to action, based on implied peer recommendation

55. Company Pages 49,000,000 company follows 2,000,000 company profiles 162,000 products & services listed 30,000 recommendations generated

56. Company Pages Your company’s home on LinkedIn Present your portfolio of products & services Drive product & services recommendations from LinkedIn users Benefit from earned media as recommendations spread virally across users’ networks Create different versions of pages based on audience demographics Access to analytics on who is viewing & interacting with your pages

57. Company Pages Introducing products and services on LinkedIn A recommendation engine with professional context Highlight your company’s products and services Drive member recommendations Generate awareness through ongoing viral updates

58. Company Pages A platform built with professional relevancy in mind Recommendations from the viewer’s network exposed Most “recommended” products from viewer’s network appear first Enriched media targetable to multiple audience sets

59. Company Pages Recommendations trigger viral professional awareness

60. Company Pages Drive recommendations with viewer-aware advertising Recommendation Ads leverage the LinkedIn social graph Content dynamically served based on recommendations from the viewers network Members can share or recommend through the ad unit Audience targeting available

61. Recommendation Ads Drive engagement and recommendations for products and services Scenario 1 Scenario 2 Scenario 3 Product or service has less than 3 people who have recommended it Over 3 people recommend the product or service, but no one in viewer’s network At least one person in your network has recommended the product or service

62. Recommendation Ads Start recommendations on your Company Page today…

63. Answers Reach users whilst they connect & seek insights Contextually relevant placements Exclusive ownership of category 700 questions posted per day 3,000 answers submitted per day

64. Answers Reach users whilst they connect & seek insights Maximum share of voice Thought leadership Active audience

65. How drives the purchase funnel DisplayTake Overs InMail Custom Programs Advertising Awareness GroupsSocial Ads Answers Polls Community Consideration Products & Services Recommendations Social Ads Reputation Preference InMail Direct Ads White Papers APIs Direct Response Purchase

66. Case Studies

68. Case Study 1: Mercedes C-Class A recommendation engine with professional context Mercedes’ Mission Demonstrate the redesign and ‘2000 changes’ of the Mercedes’ C-Class executive car. Show that this new model embodies an ‘improved’ lifestyle Mercedes’ Goal Drive fresh test-drives & brochure requests and improve the perception of the car as a quality, modern vehicle in the process improving their 25% market share in the premium saloon market

69. How can LinkedIn solve this challenge? Improve your profile with Mercedes’ Associate Mercedes with an activity intrinsic to managing and improving your professional profile Provide multiple touch points for a number of messages from Mercedes to the right people, at the right time Develop Mercedes’ presence on LinkedIn creating a brand “home from home” Execute a media first on LinkedIn

70. Step 1: Improve your profile with Mercedes’ LinkedIn co-branded Content Ad Target Co-branded messages to a BDM audience on LinkedIn – focusing on users when on their profile page Prompt these users to improve their profile – in exchange for entry to a special prize draw. Highlights Mercedes improvements whilst also encouraging click to company page and ultimately for user to follow the Mercedes brand. Chance to win Mercedes World day should prove enticing for user to follow Mercedes.

72. Sign up for brochure/test drive

75. 90% of respondents trusted ‘completely’ or ‘somewhat’ recommendations from people they know ***LinkedIn automotive research ** Nielsen research 2010

76. Measure the viral impact of your Recommendations

77. LinkedIn member will be served co-branded LinkedIn and Mercedes ads – Encouraging profile improvement. This will highlight the 2000 improvements on the C-Class while advising the member to update their profile. This will also have option of ‘following’ Mercedes company through CT on ad unit. To compliment this element of campaign we will also showcase the C-Class in more detail via a more ‘Content’ based ad for harbouring more detailed knowledge of the improved C-Class. Main tab will be C-Class image (Weapon 7), recommending following on LinkedIn, a chance to download brochure and on third tab a video of the C-Class (Weapon 7). This can be CT to Mercedes C-Class brand. The company page will be used to create a brand platform on LinkedIn concentrating on the C-Class to begin but down the line create a product showroom for the Mercedes fleet. We will drive followers and professional recommendations for the C-Class brand. Follows and recommendations will be displayed to the members connections on their news feed. This will be paid media to earn free media for Mercedes. These social media ads will act as classic display ads while having the benefit of creating a call to action for user to engage. Ultimately create an immersive in-depth approach to targeting a senior male audience highlighting why the Mercedes C-Class should be their car of choice The User Journey - Explained

78. Improve your profile with Mercedes. 1 small change for you 2000 for Mercedes... 2. Content led MPU Links to Mercedes website 3. Mercedes Brand Page – Create a hub for followers and recommenders

86. Superbanner)

87. Group branding (title, logo)

88. Social Engagement Ads

89. Viral marketing - iq digital portfolioGroup mentoring by spektrum.de – provision of technical Know-How

90. Results After the first 3 months: 1,080 members October 2010: First group extension inclusive title switch to “Erde 3.0” (Earth 3.0) Customer /agency feedback January 2011: Second group extension Currently: about 1,900 members  biggest German group

91. Thank you!