LinkedIn in Thailand: Strategic brand management by Saran Mahasupap

LinkedIn in Thailand LinkedIn in Thailand MarketMarketSaran Mahasupap

Agenda

A brief history of LinkedIn

LinkedIn Brand and Feature

Why Thailand ?

How to build brand awareness in Thai market

A Brief History of LinkedInA Brief History of LinkedIn

Big idea

Connect the worldConnect the world’s professionals ’s professionals

to make them more productive to make them more productive

and successfuland successful

Where’s LinkedIn Today?

LinkedIn is the world’s largest professional network

> 260 million professionals

> 500 industries

> 200 countries

> 500,000 collaborative groups

Billions of connections

Billions of people searches

What is LinkedIn Today?

Online professional profile

Updates on projects, activities, opinions, opportunities from my trusted network

Professional Network

Personal branding device

Manage professional identity

Look for opportunities / generate business

Seek information to stay informed

Customer support

Connect & Communicate 1:1

Research

Premium Subscription

Ad/ sale Solutions

Job seekerRecruiterJob posting

Pulse

LinkedIn Mental Map

Manage professional Identity / Alumni

Look for opportunities / generate business

Seek information to stay informed

Customer support

Connect & Communicate 1:1

Research

Premium Subscription

Ad/ sale Solutions

Job seeker

Pulse

LinkedIn Mental Map (Target customers)

RecruiterJob posting

Premium Subscription

-p2-p2

Connect & Communicate 1:1

Seek information tostay informed

Manage professional identity

Research

Help each other

Create & publish

Look for opportunities / generate business

Customer support

Jobs

CompanyPages

InMail

Group

Help Center

CS answers

Feedback

Give Recommendations Introductions

Answers

PeopleSearch

Manage Profile

RequestRecommendations

Status messages

ModifyProfile

Slideshow

Network updates

Plus

Company group

PIC’s

Inbox

Connections

Address Book

University

Forward Profiles

InMail

1:1 messages

The New World of WorkThe New World of Work

Create / Manage your personal brand or identity

Make (purchase) decisions

Help those you care about with endorsement or recommendation

Promote/ market yourself and products

Keep update with latest news or knonledge

Why Thailand ? Why Thailand ?

How to build brand awareness and knowledge?How to build brand awareness and knowledge?

Why Thailand has to be ?

• Overview of Thai social media( Behavior aspect

• Thai market toward LinkedIn

Social Media in Thailand

Social Media in Thailand

Mad about social media??

Are Thais already ?

Are Thais already ?

What do Thai think about LinkedIn ?

What do Thai think about Linked ?

Manage professional identity

Look for opportunities / generate business

Seek information to stay informed

Customer support

Connect & Communicate 1:1

Research

Premium Subscription

Ad/ sale Solutions

Job seekerRecruiterJob posting

Pulse

LinkedIn Mental Map: Point of parity VS Point of Differentiation

Salience

Resonance

Judgment Feeling

Performance Image

THAILAND

Brand Equity Pyramid

CHALLENGESCHALLENGES

Challenges for brand / marketing development

How will we set up performance of product to be successful and recognized?

Building relationship with current members and potential members and corporates

Member is our brand advocates

Acknowledged as professional brand in social media business

You can be really

Challenges for brand / marketing development How will we embrace the ubiquity of users ?

Marketing campaign and PR in magazine or advertorials that relates to target customers.

Let people feeling “IN” with LinkedIn product. Being IN in major professional events in Thailand.

Providing contents that fit with regional need and behavior of target customers

Is Everywhere

Challenges for brand / marketing development

How will we cost-effectively leverage the scale of networks to develop relationships, with no immediate sale in sight?

How will we authentically leverage the increasing reliance by professionals on networks for collaboration?

Promoting product in potential customers with our high competency of professional networking and benefit

Be Insightful / Go Crease

timate

Questions?