Everyone knows LinkedIn is the place to network, look for jobs or hire people. But the careers site is also host to a $63 million per quarter ad business.
LinkedIn is much more low-key than Facebook or Twitter. And everyone knows what advertising on those sites looked like.
So we asked LinkedIn to show us what kick-ass advertising on its network looks like. And we asked for the return-on-investment data—we didn't want to see a bunch of display ads along with some bold-but-vague claims. We wanted data with real numbers behind it.
LinkedIn gave us this exclusive deck on eight of its biggest advertisers: Citigroup, Cathay Pacific, Philips, Microsoft, Prudential, Chevron, HP and Volkswagen.
The deck describes how each company utilized LinkedIn's various promotional tools, and what the result was.
"Brands come to us to engage in conversations with the valuable audience of professionals in our network" says LinkedIn's global marketing director/marketing solutions Alison Engel. "We offer the right context to share relevant information and insights, and enable brands to nurture relationships and become part of our members' everyday lives."
At the end of the slideshow, there's a rundown of the various marketing and follower-management tools that LinkedIn currently offers.
Citi launched its 'Connect professional women's network' in May to boost its brand among female professionals. The bank used polls to generate discussion in the group, and got 30,000 members in the first three months. Display advertising for Citi's other brands runs alongside the group page.
You can see the page here.
Cathay Pacific wanted to reach professionals who travel to Asia a lot. The airline used a variety of LinkedIn's various tools to find 1,300 executives likely to book a business class flight in the next year.
Philips has an ongoing presence on LinkedIn in the form of this custom group targeting healthcare professionals, which now has 38,000 members.
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