Bmaxin1

toc

Strategy report

 * To:** Proximity Social Networking team
 * From:** Bryan Maxin
 * Date:** 9/29/09


 * Subject:** LinkedIn strategy analysis

Here is my LinkedIn strategy analysis. LinkedIn is an interconnected network of experienced professionals from around the world representing over 200 countries. The Gen Y population holds a minute portion of LinkedIn's population. If LinkedIn wants a stranglehold on the social networking landscape they must pry Gen Y users from sites such as Facebook and Myspace.


 * Profile**

LinkedIn was started in the living room of co-founder Reid Hoffman in the fall of 2002. The five original founders were Reid Hoffman, Allen Blue, Jean-Luc Vaillant, Eric Ly, and Konstantin Guericke. The site was officially launched in May of 2003 when the five founders invited 350 of its most important contacts to join. Since then it has grown tremendously.

LinkedIn turned profitable in 2008. It’s valued at $1 billion by its investors due to businesses paying for access to the site.


 * Competitive Landscape**

LinkedIn is in an undoubtedly competitive market with the with the dominate head to head rivalry of Facebook and Myspace. Initially, LinkedIn was backed by venture capitalists who wanted to make profit on this ingenius networking opportunity. However, Facebook has more than 250 million users whereas LinkedIn has a mere 35 million. Facebook and MySpace alike are more of social sites than LinkedIn. LinkedIn is utilized as more of a professional network. The average age of Facebook users are 31 and the average age of LinkedIn users are 41. This shows Facebook has attracted the Gen Y generation because it’s free and they can socialize with friends. Additionally, companies looking for younger workers have an incentive to use Facebook as a job recruiting site.


 * LinkedIn’s Strategy**

LinkedIn views themselves differently than Facebook and MySpace. LinkedIn charges a price for businesses to use their site. With this fee LinkedIn provides access to other people and the resources to connect with other professional's. LinkedIn must attract the bulk of the business world to stay afloat. Since LinkedIn is so successful at appealing professionals of all types, they are one of the first social networking sites to become profitable. LinkedIn feels this sets them apart from other social networking sites as more a professional network.


 * Gen Y Implications**

Gen Y's grow up on Facebook. This is why it's so difficult to pry them from such an appealing site such Facebook. If the Gen Y’s realize that once their careers get off the ground they will be better off with LinkedIn, then LinkedIn will gain the competitive advantage from Facebook and MySpace. Until then LinkedIn will primarily provide service to professionals.

Blog proposal
TO: Proximity social networking team FROM: Bryan Maxin SUBJECT: Blog post proposal DATE: Oct. 26

I propose that we do our Proximity blog post on the use of social media by nonprofit organizations. This post can be used to attract a new group of clients who may not yet understand the social media revolution.


 * Rationale**

Social networking sites are increasingly being used by business incubators to attract clients, branch out to other incubators for assistance, and for new ideas to support the growth of new start-up companies. A prime example of this is TowsonGlobal, where I currently intern. TowsonGlobal uses three major social networking sites; Facebook, MySpace, and LinkedIn. The use of social networking as a link to everything that is going on around the area is crucial to their success. However, many workers aren't familiar with some of these sites and which could hinder their ability to support the companies they work for.


 * Sources**

I recommend that we organize the post around [|Beth's Blog: How Nonprofits Can Use Social Media] run by a Washington D. C. consultant, Beth Kanter. We can then embed two interesting slideshows from her site in our blog post:

[]

[]

Report proposal
To: Proximity Social Networking Team From: Bryan Maxin Date: November 25, 2009 Subject: Proposal for report on LinkedIn

LinkedIn has owned the social networking market by appealing to professionals. However, LinkedIn has not done a great job attracting Gen Y users. Most Gen Y’s are seduced into other social networking sites such as Facebook and MySpace because it is free of charge. LinkedIn has done a subpar job in marketing and displaying their advantageous site. In this proposal I will delve into how LinkedIn must advertise, market, and ultimately attract Gen Y users.
 * Introduction:**

The main downside of LinkedIn is the fee that is to be paid to have access to the site. This has deterred Gen Y users from joining the network; however, most young adults are not aware of the positive attributes that come with being a member of LinkedIn. LinkedIn does/will do the following things to attract Gen Y users moving into the future:
 * Needs:**
 * Search for Group Members and Send Them Messages for Free
 * There is a pay schedule with 3 options ranging from limited access to full access
 * Endless connections to millions of business associates
 * Upgraded search engine to assist in ability to a obtain a job

The proposed report, “LinkedIn and their ability to attract Gen-Y users moving into the future” will cover the following topics:
 * Topics:**
 * LinkedIn partners up with Microsoft Outlook;
 * LinkedIn and Twitter reach an agreement, enabling users to publish status updates to their Twitter profiles and pull in some or all Twitter updates to their LinkedIn accounts;
 * LinkedIn Launches New Recruitment Solution for Executive Search Firms and Recruiting Agencies;
 * On a personal level, LinkedIn offers their service free of charge with limited access, however, allows users to get their "foot in the door" in order to get their career off the ground.
 * LinkedIn has revamped their site.  It unfolded a recruiting service for human-resource departments, a survey application for market research firms and several advertising services.

The report will also include attachments that outline LinkedIn’s claims of expansion.

The following items are key sources for the report. I still need to find detailed analysis of LinkedIn’s future expansion.
 * Sources:**

Bulik, B. S. (2009, November 10). //Finall Find out who LinkedIn users are.// Retrieved from Scribd.com: http://www.scribd.com/doc/19659470/Finally-Find-Out-Who-LinkedIn-Users-Are
 * -Bulik explains the reasons people join LinkedIn and all of the advantages it has.

Ferguson, T. (2008, February 28). //LinkedIn CEO on 'grown up' social networking//. Retrieved february 2008, from Silicon: http://networks.silicon.com/webwatch/0,39024667,39170190,00.htm
 * -Ferguson explains that the future is bright with LinkedIn. They are redesigning their website as well as expanding globally. This means that LinkedIn will be open to multiple foreign languages; unlike other social networking sites.

Kirkpatrick, M. (2009, November 9). //Twitter, LinkedIn Cut Deal - We're Still Waiting for the Big Announcement//. Retrieved from Read Write Web: http://www.readwriteweb.com/archives/twitter_linkedin_messaging.php
 * -Twitter and LinkedIn reach a deal. This means that will allow LinkedIn users to publish status updates to their Twitter profiles and pull in some or all Twitter updates to their LinkedIn accounts.

Luke,M. (2009, January 25). //Financial Marketing Wire.// Retrieved from How to Use LinkedIn to Market Your Business: http://kristenluke.wordpress.com/2009/01/25/how-to-use-linkedin-to-build-your-business-part-one/
 * -LinkedIn has become a valid marketing site for companies of all sizes. Luke explains in further detail how to join LinkedIn and provides tips on ways to maximize your experience on LinkedIn.

Shamaeva, I. (2009, January 13). //LinkedIn Sourcing With a Free Account//. Retrieved from ere.net: http://www.ere.net/2009/01/13/linkedin-sourcing-with-a-free-account/
 * -LinkedIn is offering a free account for personal use. This will allow new users to be more efficent and reach more relevant people.





Team conference presentation proposal
//paste team conference presentation here//

Sales letter and report prospectus
December 15, 2009

Mr. Mike Johnson, Director of Marketing LinkedIn Corporation 2029 Stierlin Court Mountain View, CA 94043

Dear Mike,

I enjoyed talking with you yesterday at Proximity’s Next Generation Social Media seminar regarding LinkedIn’s need to promote its site to Gen Y users. Enclosed you will find a prospectus for the report I mentioned describing the new campaign being developed by our company.

As you noted yesterday, LinkedIn feels that it must establish its appeal with Gen Y now in order to sell its product to that cohort when they start careers and want to stay connected to the business world. I believe Proximity can work with you to devise a comprehensive campaign that uses strategic marketing to achieve that goal.

We can provide you with customized survey and focus group results to help promote LinkedIn as an affordable site with great benefits. Our faculty consultants can advise your marketing team on how to position new ideas, and our production teams can make multi-platform ads that appeal to Gen Y. In addition, we have trained student marketers who can promote LinkedIn through its immediate access to a large student population and the expertise of faculty who specialize in marketing and media research. Our research shows that using student representatives to inform Gen Y users about our company is a far more effective strategy for reaching Gen Y than buying conventional banner ads.

I invite you and your staff to join us at Proximity’s Towson office for a special focus group session on LinkedIn’s image. After that session, you can meet with members of our group to discuss how Proximity can help you meet your marketing goals.

Sincerely, Bryan Maxin Associate Media Analyst

enclosure

As LinkedIn expands, Gen Y users of social networking sites are not expanding with it. LinkedIn serves more than 53 million professionals by connecting them to each other. LinkedIn charges a fee for access to their site, which does not interest Gen Y's. In today’s economic uncertainty, Gen Y must take advantage of this site, however, they don’t. || Proximity focus group results show that Gen Y users of social networking sites value the experience of staying connected to what’s going on around the world. They //will// pay attention to job openings as well as opportunities to network. This report details how LinkedIn is stuck on attracting customers of an older generation. LinkedIn is a professional site and has no plans to change. Gen Y's will not be interested in until they are ready to begin careers. Sites like Facebook and Myspace have Gen Y's attention and it will remain that way. Recently, LinkedIn has partnered with companies such as Blackberry and Microsoft. Additionally, it launched a native application for the new Palm Pre, providing easy and quick access to the network. As unemployment among remains at a steep rate, LinkedIn plans to advertise their site as affordable and beneficial to jump start and maintain a successful career. ||
 * **//__ The problem __//**
 * **//__ Proximity’s __//****//__ Social Networking __//****//__ solution __//**

//**Report Prospectus**//
 * //Sales Letter//**