An overview of audience behavior, new product development and the resulting content marketing opportunities on the LinkedIn platform

1. Influencing Through
Content on LinkedIn
March 2013

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

3. An influential audience, open to your content
200M Members
Worldwide
20M US
Auto Intenders
$86K Avg HHI
71% Graduates

4. US Monthly Uniques
45,000,000
40,000,000
35,000,000
30,000,000
25,000,000
20,000,000
15,000,000
10,000,000
5,000,000
0
LinkedIn WSJ.com Forbes.com CNET.com
Source: comScore, January 2013

5. Average Minutes Per Month
16.0
12.3
3.7
2.5
LinkedIn WSJ.com Forbes.com CNET.com
Source: comScore, January 2013

6. Content
Jobs
Jobs

7. 1.4MM Publishers LinkedIn Today
150+ Influencers
2MM+ following Influencers
40 M members
1.3M groups Groups
9MM+ Uploads SlideShare
2B+ Network Updates Viewed Weekly

8. LinkedIn Today
1.3M+
Publishers
8

9. Relevance driven by your professional profile
Early start-up exec
VS.
Public relations exec
9

10. Influencers
2M + People Follows
1 Nobel Prize Winner
Influencers
1 MacArthur “Genius”
29 NYT Best Seller books 11 Countries

11. Create long form content from the share box
11

12. Groups
40M users 210M memberships 1.3M groups
12

13. Slideshare
9M+
Content Upload
13

14. Content flows across screens
>25% LinkedIn Member Visits

15. Only LinkedIn reaches this affluent audience
33.6 M 12.2M
Unique Monthly 7.6M
Visitors
31.1M
71% 43.5M Unique Monthly
Visitors
of LinkedIn Unique Monthly Visitors
Users do not
visit NYT 82%
of LinkedIn users
6.7M do not visit CNET
6.5M
13.5M 85%
84% 15.8 M Unique Monthly
of LinkedIn users
of LinkedIn users Unique Monthly Visitors
do not visit Forbes Visitors do not visit WSJ
(January 2013 US Audience Duplication-ComScore)

16. How it works

17. Content Marketing on LinkedIn
Content in the form of:
3rd Party Brand Social
Video
Publishers Experts Sharing
Delivered via:
Targeted
Owned
Status Paid Media Influencers
Groups
Updates
Delivered to:
Young & Image-
Career Luxury
Upwardly Driven Conversation drives
Changer Tech
Mobile Pros content.

18. LinkedIn will amplify content across key channels
Reach the right audience on LinkedIn’s platform….
1. Content Ads
2. Expandable Video
3. Sponsored InMail
4. Groups
5. Slideshare
6. Targeted Display
7. Targeted Status Updates
8. LinkedIn Audience Network
18

19. 1. Content Ads
19

20. 2. Expandable Video Content Ads
20

21. 3. Sponsored InMail
Hardware
Software
21

22. 4. Groups
Hardware
Software
22

23. 5. Slideshare – Content Ad Overlay
23

24. 6. Targeted Display: 160x600, 300x250 and Textlink
24

25. 7. Targeted Status Updates
54,534 targeted followers
(out of 236,031 total followers)
25

26. 8. LinkedIn Ad Network (LAN)
26

27. Ryan Walker
East Coast Auto Lead
LinkedIn Marketing Solutions