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Brand Audit
Agenda Introduction Brand Identity Brand Hierarchy Competition Associations Research Results Recommendations Q&A
A World-Wide Network 101 Million users in 200+ countries Source: www.vincos.it
User Population ,[object Object]
 41% = Age 35-54
 41% work at companies with over 10,000 employees
 Industries: Finance, High Tech & Medical
 Functions: Sales, Administrative, Academics & OperationsSource: Gigya, LinkedIn Ad Platform
Social Media Web Traffic 0.26 % of total Internet traffic
Brand Hierarchy CORPORATE FAMILY INDIVIDUAL MODIFIERS Source: LinkedIn Membership Comparison
Networking Management vs. Job Hunting Finding a Job Network Management
Associations User Personality/Brand Imagery Attributes Polished Formal Easy to Use Inexpensive Corporate Convenient/ Accessible Business Professionals Online tool Social Network Successful LinkedIn Connections Job Search Staying in Touch Recruiting Source of Information New Contacts Benefits Usage Occasion
User Image: Stereotypes Class of 2011: What if social media were a high school?  Source: FlowTown.com
Value Dimensions
Survey Respondents ,[object Object]
 80% = Age 25-34
 Functions: mostly education (MBA)Source: Gigya, LinkedIn Ad Platform
Awareness Levels
Value Elements: LinkedIn Rank
Value Elements: Overall Ranking
Job Search vs. Network Expansion ,[object Object]
 Only 2 attributes had differences:
 Job searchers want effectiveness
 Networkers want a large number of users,[object Object]
 Easy to use
 Convenient
 Widely used
 Not very time intensive
 As good as in-person meetings for maintaining professional networks & making new contacts
 Relevant source of informationWEAKNESSES: ,[object Object],[object Object]

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Linkedin brand audit

Notes de l'éditeur

  1. There is little that LinkedIN needs to do in order to become AWESOME. Not trying to reinvent what the brand is all about, but rather make small changes here and there to improve on the one dimension don’t perform well = job search.2 pronged approach: Improve performance of the tool, and improve the marketing/messaging to improve overall perception
  2. Clear message with success stories through testimonials and usage statistics LinkedIn testimonials already exist, but they are buried and difficult to find, as the user has to actively search to find them Provide readily available messages about how a LinkedIn user located a job using the service Begin transforming the users’ perceptions of how effective the product is.
  3.  - Leverage relationships with external entities: Create an ad campaign that leverages the brand strength of Fortune 100 companies, such as Google, and reputable academic institutions, such as Stanford or Harvard Should illustrate Google, Stanford, and Harvard’s endorsement of LinkedIn as an effective tool for job seekers Endorsement  user will perceive the LinkedIn brand as being associated with the effectiveness of the aforementioned brands