Top uses of social and professional networks

Types of uses and/or applications

People search

Check References

Get Introduced

Post a job

Recruit

Get News

Get Advice

Photo Sharing

Recommend someone

Top Friends

Conduct research

Super Wall

Movie Tastes

Bumper Stickers

Compare People

Send a message

Super Poke

Texas Hold ‘em

Share Music Taste

Social Professional

❑Connecting with 1st degree

❑Relaxation

❑Recreation

❑Discussion

❑Exchanging with 1-2-3 degrees

❑Work

❑Research

❑Problem solving, collaboration

Modes of behavior

Poke

LinkedIn: 34MM+ connected professionalsGrowing at 2MM per month or one every second

Age

Professional interests

Education and school

Title, salary and career history

Relationship ‘graph’

Industry

Geography

Group affiliations

Number and level of connections

What interests someone’s network

© 2009 LinkedIn All rights reserved.

Answers Polls

Apps

Groups

Companypages

Profiles

ProfessionalTargeting

Events

Conversational MarketingAdvertiser/partner programs

What tools can advertisers use?Digg - for passive discovery and active search

© 2009 LinkedIn All rights reserved.

Banana Republic & LinkedInProfile Makeover Promo

Thesis:

An incentive based promotion can change LinkedIn member behavior / drive deeper engagement

Placing a BR offer right at the point of inspiration (professional profile) could deliver business results

© 2009 LinkedIn All rights reserved.

Banana Republic & LinkedInProfile Makeover Promo

© 2009 LinkedIn All rights reserved.

Covered by online fashion outlets

A LARGE number of Banana Republic offers delivered to, and redeemed by the exact desired target audience at store level nationally

>77,000 LinkedIn members signed up to win 25 x $1000 Banana Republic wardrobes

Banana Republic & LinkedInProfile Makeover Promo

© 2009 LinkedIn All rights reserved.

Why did the Banana Republic Promo work?Viral pass along through Network Updates

“Patrick Crane has made edits to his profile”

Kay Luo made edits to her profile, saw theBANANA REPUBLIC OFFER

Mario Sundar made edits to his profile, saw theBANANA REPUBLIC OFFER

Steve Patrizi checked out Mario’s profile, saw theBANANA REPUBLIC OFFER, and made edits to his profile

Hannah Green checked out Steve’s profile, saw theBANANA REPUBLIC OFFER, and made edits to her profile

© 2009 LinkedIn All rights reserved.

MazdaLight touch mass conversation

© 2009 LinkedIn All rights reserved.

MazdaLight touch mass conversation

10x industry average response rates (at least)

Well over 10,000 target audience members voting, sharing, comparing results, discussing Mazda’s product offerings

Mazda ran 15 polls

© 2009 LinkedIn All rights reserved.

What tools can advertisers use?Facebook - for viral pass along and mass attention

© 2009 LinkedIn All rights reserved.

137 essay-length answers to Gary Kelly’s question

Viral distribution of answers to 10,000’s more LinkedIn members

>100,000 visitors to the answers section, sponsored by SouthWest

What tools can advertisers use?LinkedIn - for viral pass along and deep dialogue

© 2009 LinkedIn All rights reserved.

Ways to engage your audienceInteract with your customers, give them a voice

© 2009 LinkedIn All rights reserved.