Marketing in the Web 2.0 World Kevin Eyres, MD, LinkedIn Europe

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Marketing in the Web 2.0 World Kevin Eyres, MD,
LinkedIn Europe
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Marketing in Web 2.0 is Straight Forward

• Clarity on what you want to achieve
• Leverage Web 1.0 learning
• Draw on Web 2.0 strengths
• Who
• Conversation

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What do Marketers Want?

• Great product
• Creative message
• Delivered to right audience

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Lessons from Web 1.0 Advertising
IAB PwC Online Ad spend Study H2 2007
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Key Word Advertising

• Targeted
• State of mind/context
• Flight to Paris
• Remortgage home
• Credit card debt
• Missing. who

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Web 2.0

• Strengths who conversation

30 something single female looking for
music likes
35-Year-old marketing executive 10 years
experience specializes in online advertising
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Profiles Are Not All The Same

• Demographic
• Profile anatomy
• Accuracy

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Demographic
comScore March 2008 UK
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UK Audience Duplication
Source MediaMetrix March 08
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The LinkedIn Audience The New Influencers

• A Younger, More Affluent, More Influential And
  Harder-To-Find Audience Than The Leading Business
  Sites

Property Average Age Average HHI Comp Co Size lt500 Comp Business Decision Makers Comp That Read Business Magazine Last 30 Days
LinkedIn 41 109,762 36 46.5 29
WSJ.com 47.4 101,039 30 38.4 44
Forbes.com 46.7 96,665 34 39.9 50
BusinessWeek.com 47.3 96,414 27 37.5 50
Source _at_plan Winter 2007/2008
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Profiles Are Not All the Same

• Demographic
• Profile anatomy
• Accuracy

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Building a target profile in social realm
Hobbies
Religion
Sport
Friends
Travel
Married or Single
Pets
Education
Age
Nationality
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Building a target profile in the professional
realm
Geography
Function/Title
Industry
Education
Professional Affiliations
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Anatomy Of A Social Profile
About
Location
Details Age Eye Color Height
Interests
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Anatomy Of A Professional Profile

• Experience Expertise
• Recommendations
• Connections
• Relevance

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Profile-based Targeting

• Target segments of customers based on
  user-supplied profile data
• Profile data provides higher level of targeting
  accuracy than registration data
• Target seniority, profession, industry, company
  size, geography

Geography
Seniority
Industry
Company Size
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MySpace James Blunt
Promoting music to a more diverse audience who
share interest in his music
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Profiles are not all the same

• Demographic
• Profile anatomy
• Accuracy

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Social The Movie Starring You

• The best holidays
• The most fun friends
• Dreams, hopes, desires
• Favourite films, books
• Clever text, quotes
• Your skinny pictures

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Professional Just the Facts Maam

• What university, when
• What job
• Where
• What title
• Achievements
• What professional organisations
• People you have worked with, done deals with,
  have known professionally

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Profiles are not all the same

• Demographic
• Profile anatomy
• Accuracy

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Conversation
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Advertiser Success

• Facebook and Mars bar
• LinkedIn and SouthWest Air
• MySpace and Intel
• Microsoft targeting Answers
• Key to success, right message to right audience

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Southwest Airlines Starts The Conversation
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Southwest Airlines Starts The Conversation

• 167 Answers - in 7 Days

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MySpace Entertainment with Intel

• Intel Power Music
• Position Intel as a brand which multiplies
  entertainment
• Instigate relationships between creators of music
  and the technology used to create the music
• Remind users that music creation requires high
  quality technology including computer processors
• Associate Intel as a cool brand among
  influencers, that also demonstrates that Intel
  understands the world of social media

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Microsoft Provides Answers To LinkedIn Members
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The NMA View on Network Sites

• NMA highlights key points
• Im on Facebook but I want to keep my
  professional contacts separate
• While a professional social network makes sense
  for users, its also appealing to advertiser
• brands are desperate to talk to the highly
  engageddevelop a multi-pronged strategy
• This year could end up with Facebook and
  LinkedIn catering for the generic social and
  business
• Id better deal with the pile of LinkedIn
  requests Ive allowed to accumulate

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Web 2.0 is Not So Difficult

• Know your audience
• Understand the strengths and nuances
• Targeting of your audience
• Engage appropriately
• Experiment

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Get The Most Out of Internet World 2008

• Visit Our Profile Makeover Booth for optimization
  of your profile
• Join The Internet World 2008 Group on LinkedIn
• Enter to win a free LinkedIn Pro Account look at
  your Moo card
• Learn how youre connected to the speakers,
  panelists, and attendees on LinkedIn Mobile
  http//m.linkedin.com

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http//m.linkedin.com

• Opportunity doesnt knock. It chirps, buzzes,
  pings, and vibrates.