My presentation from Ad:Tech SF 2010 about marketing to professionals and LinkedIn DirectAds, including various slides borrowed from Steve Patrizi :).

1. Marketing to Today’s ProfessionalOptimizing for the New World of Work with LinkedIn DirectAds Jack Chou Senior Product Manager, Marketing Solutions LinkedIn Corporation

2. Pressure to perform is high. Tolerance for failure is low. Resources are scarce.

4. 1. Every individual is a business. Job tenure is on the decline Professional reputation more important than ever before Ability to access information is a competitive advantage

5. 1. Every individual is a business. “Right now, millions are using LinkedIn to find jobs and get ahead. Do they know something you don’t?”

6. 1. Every individual is a business. 65 million professionals 3million join every month

7. 1. Every individual is a business. “The reason LinkedIn works so well is that most of its members already have jobs.”

8. 1,500,000 C-level Executives

9. 1,200,000 Vice Presidents

10. 2,000,000 Directors

11. 4,400,000 Managers

12. 2,900,000 Owners

13. 12,100,000 Business influencers (That’s 6x the US print circulation of WSJ)

14. You’re not selling to businesses. You’re selling to people at businesses.

15. 2. Your next customer is using Social Media.

16. 2. Your next customer is using Social media. Source: The New Symbiosis of Professional Networks – Nov 2009, The Society for New Communication Research

17. The LinkedIn Profile:Where professionals manage their identity and reputation. Profession Seniority Industry Company Size Geography Education Recommendations

18. The LinkedIn Homepage:The professional’s dashboard for managing business relationships Updates from connections Suggested new relationships Buzz about my company Discussion updates Recommendations

19. LinkedIn Groups:Where professionals share advice and find answers.

20. Over 500,000 GroupsOver 1,000 Formed Every Day

21. 3. Your customer’s time (and your budget) is limited. Don’t waste them.

22. Lots of people have an audience…

23. Can anyone else guarantee your ad gets in front of people like this?

24. Business people, not businesses Your next customer is using Social Media Audience time (and your budget) is limited How can you reach the exactprofessionals you’re looking for?

25. LinkedIn DirectAds:Audience-targeted CPC Advertising to Professionals on LinkedIn

30. "After two months of running CPC traffic on LinkedIn, our goal conversion rate for this channel was almost 3x that of the overall site average…. The bounce rate for all traffic coming from LinkedIn was 10% lower than that of the average for all traffic sources to the site." Angela Trilli, Direct Marketing Manager at IEEE

31. "By getting in front of a targeted audience, we were able to produce a highly converting campaign from LinkedIn." Angela Trilli, Direct Marketing Manager at IEEE

33. 20% of total inbounds leads are from DirectAds 50% of paid inbound leads are from DirectAds On par with paid search on a cost-per-lead basis Matt Johnston, VP Marketing at uTest

34. “LinkedIn is our most cost-effective inbound marketing channel. It is increasingly critical to our business.” Matt Johnston, VP Marketing at uTest

35. linkedin.com/directads Visit partner.linkedin.com/adtechto sign up for a special offer

36. Thanks! Jack Chou linkedin.com/in/jackwchou