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Editor's Notes

• #4: What is the social media phenomenon?Very simply put it¡¯s the radical shift that took place when it¡¯s now billions of people who can very easily publish and share content themselves, rather than just thousands of formal entities ¨C organizations or brands - broadcasting their view of the world. Today, anyone can express themselves. And the virality takes care of distributing the good content (or ignoring the bad). 140 characters or less do the trick. So does checking a star to rate a movie, writing a comment on a friend¡¯s photo or ¡°liking¡± a status update on Facebook. So Social Media is: The Unleashing the creation of a LOT of content by billions rather than thousands More and more people creating more and more profiles of all sorts (your profile on YouTube, Yelp, Netflix, Facebook, etc.) attached to that content The spreading of that content virally through sharing toolsSocial Networks are a subset:Starts with a profile layer in what we call a social graph: i.e. 1-to-1 relationships (friends or connections), which help define how you share, who you follow and then content creation that is usually tied to a profileAs you can see, it has become a very noisy space with an amazing number of options ¨C but one that is more used than traditional media outlets: gen Y spends much more time of FB than on sites like the NY Times.This is how we now discover breaking news, hear what products are great / suck, what cool band is coming to town, where you should be working, and who is that person that you just stumbled upon.You simply can¡¯t ignore it in your recruitment and branding strategy today. You should at the very least monitor what communities are saying about your company / your brands.Think about it: who do you trust more to find out if a job at company X is a good one for you? The job description and company site? Employees of that company who work in a similar role? Someone you know who works there and can give you the inside scoop? So with the size of that audience, all the different sites, their different purposes, how do you identify the best candidates, in a more professional context? How do you build a brand in a world where it¡¯s not brands talking to people, but people talking to other people about brands? [ALTERNATIVE]Same thing for a restaurant:The reviews of customers on Zagat?- the reviews of someone you trust?THAT is the shift: the last 2 have become abundant.
• #5: What is the social media phenomenon?Very simply put it¡¯s the radical shift that took place when it¡¯s now billions of people who can very easily publish and share content themselves, rather than just thousands of formal entities ¨C organizations or brands - broadcasting their view of the world. Today, anyone can express themselves. And the virality takes care of distributing the good content (or ignoring the bad). 140 characters or less do the trick. So does checking a star to rate a movie, writing a comment on a friend¡¯s photo or ¡°liking¡± a status update on Facebook. So Social Media is: The Unleashing the creation of a LOT of content by billions rather than thousands More and more people creating more and more profiles of all sorts (your profile on YouTube, Yelp, Netflix, Facebook, etc.) attached to that content The spreading of that content virally through sharing toolsSocial Networks are a subset:Starts with a profile layer in what we call a social graph: i.e. 1-to-1 relationships (friends or connections), which help define how you share, who you follow and then content creation that is usually tied to a profileAs you can see, it has become a very noisy space with an amazing number of options ¨C but one that is more used than traditional media outlets: gen Y spends much more time of FB than on sites like the NY Times.This is how we now discover breaking news, hear what products are great / suck, what cool band is coming to town, where you should be working, and who is that person that you just stumbled upon.You simply can¡¯t ignore it in your recruitment and branding strategy today. You should at the very least monitor what communities are saying about your company / your brands.Think about it: who do you trust more to find out if a job at company X is a good one for you? The job description and company site? Employees of that company who work in a similar role? Someone you know who works there and can give you the inside scoop? So with the size of that audience, all the different sites, their different purposes, how do you identify the best candidates, in a more professional context? How do you build a brand in a world where it¡¯s not brands talking to people, but people talking to other people about brands? [ALTERNATIVE]Same thing for a restaurant:The reviews of customers on Zagat?- the reviews of someone you trust?THAT is the shift: the last 2 have become abundant.
• #7: Day in and day out it's about our mission statement, which is to connect the world's professionals to make them more productive and successful. We are exclusively focused on professionals. It's all we do. I mentioned a moment ago that the scale is possible because of the existence of infrastructure, social platforming infrastructure that connects hundreds of millions of people.? There are only a handful of companies in the world that have that capability. There is only one LinkedIn that focuses exclusively within a professional context. And so this mission drives everything that we do day in and day out. And that really starts with our members. We're a members first organization. It's all about the experiences that we deliver for our consumers.
• #8: Day in and day out it's about our mission statement, which is to connect the world's professionals to make them more productive and successful. We are exclusively focused on professionals. It's all we do. I mentioned a moment ago that the scale is possible because of the existence of infrastructure, social platforming infrastructure that connects hundreds of millions of people.? There are only a handful of companies in the world that have that capability. There is only one LinkedIn that focuses exclusively within a professional context. And so this mission drives everything that we do day in and day out. And that really starts with our members. We're a members first organization. It's all about the experiences that we deliver for our consumers.
• #11: LinkedIn, simply put, connects talent with opportunity at massive scale. When we talk about connecting talent with opportunity, we're not just referring to the ability to put someone in their dream job. We're also talking about enabling people to be great at the jobs that they're already in by connecting them into the right tools, the right teams and the right knowledge. As a matter of fact, that latter case is the vast majority of the engagement on LinkedIn.? The other thing worth calling out with that statement is massive scale. Historically, there's really been no definitive category leader when it comes to connecting talent with opportunity, because it just didn't scale until now. And this scale is possible because of the convergence of two dynamics. The first is the existence of infrastructure that connects hundreds of millions of people around the world in milliseconds.? And I think, perhaps, more importantly is the fact that behaviors are changing as a result; the way in which we now go online to represent ourselves, our identities. The way in which we stay connected to family, friends and colleagues and, of course, the way in which we now share information, knowledge, ideas and opinions. It is fundamentally transforming the world. It is changing the way we live, the way we play and it's fundamentally transforming the way we work. And it's that last dynamic where LinkedIn is focused.
• #22: We're still just getting started, despite the size of these numbers. I mentioned a moment ago we're at 120 million members on a global basis, but by some methodologies there are as many as 640 million knowledge workers in the world. And to realize our mission, we're going to connect all of them. But the dream is ever bigger than that. There are as many as 3.3 billion people in the global workforce. And ultimately, we want to be in a position to create economic opportunity for every one of them.? So how are we going to do that? Well, it comes back to those three core value propositions. And I want to turn now and double-click on each of those and make sure you understand what we're working on, where we're going and the implications for you as marketers.
• #23: I want to close with our vision, which for us is the dream.? I alluded to this earlier, but our vision is to create economic opportunity for every professional. And broadly defined, a professional is someone that earns a living from their skills. What's a little bit unusual about our vision is that it won't just be executed or manifested by our employees, but by our members, as well. Because everyone that joins the LinkedIn network can, in turn, create economic opportunity for others.? And what's interesting about this is it's now applying to our customers and our marketing partners, as well. Over the last several weeks alone it seems like every other week a different blue chip marketer is approaching us, interested in helping to put America back to work or take friction out of the way in which small businesses get business done.? And we welcome that. As a matter of fact, we'd love to see more of it. We'd love to see our marketing partners able to leverage our tools in ways we can't even conceive of to realize this vision.
• #24: We're still just getting started, despite the size of these numbers. I mentioned a moment ago we're at 120 million members on a global basis, but by some methodologies there are as many as 640 million knowledge workers in the world. And to realize our mission, we're going to connect all of them. But the dream is ever bigger than that. There are as many as 3.3 billion people in the global workforce. And ultimately, we want to be in a position to create economic opportunity for every one of them.? So how are we going to do that? Well, it comes back to those three core value propositions. And I want to turn now and double-click on each of those and make sure you understand what we're working on, where we're going and the implications for you as marketers.
• #26: Day in and day out it's about our mission statement, which is to connect the world's professionals to make them more productive and successful. We are exclusively focused on professionals. It's all we do. I mentioned a moment ago that the scale is possible because of the existence of infrastructure, social platforming infrastructure that connects hundreds of millions of people.? There are only a handful of companies in the world that have that capability. There is only one LinkedIn that focuses exclusively within a professional context. And so this mission drives everything that we do day in and day out. And that really starts with our members. We're a members first organization. It's all about the experiences that we deliver for our consumers.
• #27: I wanted to walk you through our core value propositions and there are three. The first is professional identity. And ultimately we want to be in a position where we're going to be able to connect and enable our membership to find and be found. Whenever you need to search for a professional, someone you're about to meet with, someone you want to convert from a cold call to a warm prospect. Someone whose knowledge you'd like to be able to tap.? We want you to be able to leverage LinkedIn to make that possible and that starts with the LinkedIn profile. By virtue of reaching critical mass with these profiles, we're able to do some extremely innovative and disruptive things. So, for example, we ultimately want to eliminate the resume. You should never have to use a paper resume again to apply with a job. You should be able to click a button and apply with LinkedIn.? We want to eliminate the business card. We want to eliminate the rolodex. You should never have to manually update your connections information again when they change geography or change company, because when they refresh their profile, it should propagate throughout the system. So ultimately we want to be the professional address book in the Cloud.? We're also the definitive professional search engine. We're on an annualized run rate to do over four billion search queries this year, all within a professional context. So that's what we have in mind when we talk about the importance of professional identity. I'm going to drill down a little deeper into all three of these areas in just a moment.? The second is that we ultimately want to be able to deliver professional insights, business intelligence that you can't find anywhere else that enable people to be great at the jobs that they're already in. To make better, faster decisions. And we do that by extracting as much relevancy as possible, based on the information, the knowledge, the data that is being propagated and flowing through our network day in and day out.? We want to create as strong a signal as we can to cut through that information overload. And lastly is this notion of everywhere. We want to work wherever our members work. And that means no longer expecting people to be tethered to their desktops. We're making major investments in mobile and we're increasingly pushing our assets and our APIs to third-party developers, publishers and our marketing partners. And we're going to be talking a little bit about that later today.? So those are the three cornerstones of our platform and our value proposition. All together this value prop has led to some very healthy results in terms of our ability to reach critical mass on a global basis.
• #40: Day in and day out it's about our mission statement, which is to connect the world's professionals to make them more productive and successful. We are exclusively focused on professionals. It's all we do. I mentioned a moment ago that the scale is possible because of the existence of infrastructure, social platforming infrastructure that connects hundreds of millions of people.? There are only a handful of companies in the world that have that capability. There is only one LinkedIn that focuses exclusively within a professional context. And so this mission drives everything that we do day in and day out. And that really starts with our members. We're a members first organization. It's all about the experiences that we deliver for our consumers.