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Marketing Solutions

Company Page Launch and Follower ecosystem

Company updates that LinkedIn members want to follow – in their own words

I want news stories, product reviews, people I know leaving or

starting there.

I want to know when a company launches a new

product. I want any financial announcements

from a company.

In your own words, please describe the kinds of company updates that you would be most interested in receiving.

Updates that include large strategic shifts in the company. New product launches, discoveries of new

technologies / partners with technologies. Large, unexpected financial changes. High profile talks by key

leaders, i.e. CEO, President, CFO, CMO's etc.

I like to stay in touch with the industry. New

tips- tricks.

Source: Survey of 320 active LinkedIn members in the US and Canada (fielded 10/3/2011)

1 to 3

4 to 6

7 to 9

10 or more

35%

37%

10%

18%

3

88%How many companies would you follow?

of LinkedIn members said they would “follow” companies

Base in bar chart: Respondents who said they would follow at least 1 company (n = 320)

Source: Survey of 363 active LinkedIn members in the US and Canada (fielded 10/3/2011)

LinkedIn members value following companies

On average, how long do you follow companies?

Less than a week

About a month

About a year

Forever

9%

15%

21%

55%

4

55%of LinkedIn members said they follow companies “Forever”

Base in bar chart: Respondents who said they would follow at least 1 company (n = 554)

Source: Survey of 363 active LinkedIn members in the US and Canada (fielded 10/3/2011)

Followers are a long term marketing investment

How frequently would you like updates about that company to appear in your network update stream?

Base: Respondents who said they would follow at least 1 company (n = 320) & were interested in receiving this specific update

Source: Survey of 3 active LinkedIn members in the US and Canada (fielded 10/3/2011)

~45%

of company followers would prefer to get weekly updates

No constraint Day Week Month Total

New job openings at the company 38% 23% 30% 8% 100%

People in your network who have joined or left the company 16% 16% 47% 19% 100%

News articles that are relevant to the company 18% 24% 42% 14% 100%

Notifications of a launch of a new product or service 17% 20% 44% 18% 100%

Information about a new project or initiative by the company 14% 18% 47% 16% 100%

Notifications of new white papers, upcoming webinars, or conferences 15% 15% 45% 23% 100%

Notifications of special offers, deals, or discounts 18% 22% 45% 13% 100%

No more than once per…

5

LinkedIn followers prefer weekly updates across the broad range of topics

Start with Company PagesAssisting you when needed to jumpstart your Company Page

Develop a presence within the professional network

Work with LinkedIn and Buddy Media to launch your Company Page

Communicate with followers

Capture Followers Who Will Become Your AdvocatesUnique targeting ensures Followers are relevant for your brand

Mike OhshitaIT Manager, Internet Software Inc.

London, United Kingdom I Computer Software

Generate Viral Product Endorsements Pull your featured products into Recommendation Ads to drive reviews

2012 Focus SE

2012 Focus SE

This is a great car. I’m enjoying every moment that I drive

it. The hatchback is stylish and it’s a fun car.

2012 Focus SE

Engage Those Most Interested in Your Brand Continuously Communicate with Company Status Updates

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Homepage

Profile

Mobile

Website

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Like (5) • Comment • Share

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55% of LinkedIn members will follow a company “forever”.

45% of members want weekly updates.

LinkedIn Survey (n=363), US and Canada, October 2011

Follower Insights Improve Campaign Performance and Planning

Follower Tag Cloud by Title

98,357Impressions

0.76%Engagement

• Trending

• Segmentation

• Incremental reach

• Average connections

10

LinkedIn’s test concepts of company status updates to followers have shown early success

207.3 0.50%Engagement rate

Average engagement

actions per status update

121 clicks per update

8 shares per update

72 likes per update

8 comments per update

A status update on average

…generates 41,567 impressions

…and a .50% average engagement rate with the message

How can Mercedes improve the perception of their C-class vehicle?

Objective

Solution

Results

Showcase Mercedes products and experiences by using Follow ads and co-branded InTips content ads.

Company Followers rose 240x – from 50 to 12,000 in 5 weeks.

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Success in the NumbersMercedes Benz Case Study

Volkswagen India: Inspiring Recommendations

How should VW drive awareness for 3 VW models made in India?

“In a world where people spend an increasing amount of time at work… it’s important to foster discussion about Volkswagen

products in a professional context. Our innovative partnership with LinkedIn lets our customers learn about Volkswagen

products and provides insights.”– Lutz Kothe, Head of Marketing for VW India

Objective

Solution

Results

Use Recommendation Ads to create relevancy and broadcast virally (in-ad action)

Grew recommendations from 23 to over 2,600 in three weeks (goal was 500—exceeded 5x)

Grew pageviews by 200% to Company Pages

Company Page Setup and Blitz CampaignCommit four weeks and $75K to grow your impact

Launch

Establish Followers

Generate Endorsements

Secure Ad Space

Communicate

Partner sets up the Company Page Overview and Products Tab

Two-week blitz of follower ads targeted to your key demographics

Two-week blitz of recommendation ads to drive viral endorsements

Own your Company Page ad unit for six months

Use Status Updates to interact your Followers forever

Build & Foster Relationships with the Follower Ecosystem

AUDIENCE What consumers say is more effective than what marketers say

CONTENT When advertising campaigns end, your Follower conversations

continue

IMPACT LinkedIn enables marketers to build a unique Follower base focused

on relevant news, knowledge, insights and results

15

BMW NA Company Followers Snapshot

16

BMW NA Company Followers Snapshot

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BMW NA Company Followers Snapshot

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Where Business Happens