“Relationships Matter”

1. “Relationships Matter” Marketing 250 Marketing Plan Term Project Summer II 2011 Dr. Ray 08/04/2011

2. • Situation Analysis p.11 • Company Overview p.12 • SWOT p.13 -Strengths p.14 -Weaknesses p.15 Opportunities p.16 -Threats p.17 • Demographics p.18-19 • Usage per day p.20 • Usage by hour p.21 • Psychographics p.22 • US usage per state p.23 Table of Contents

3. • Where does it fit in? p.24 • Usage per day p.25 • Direct competitors p.26-27 • Revenues p.28 • How are they doing? P.29 • Direct competitors in Europe p.30 • IPO speculation from direct competitors p.31 • Indirect competitors p.32-33 • 4 P’s p.34 • Members and Revenue p.35 Table of Contents (contin’d)

4. • Industry p.36 • Top of the Industry p.37 • Unemployment and LinkedIn p.38 • Spending p.39 • Positioning p.40 • Needs and wants of consumers p.41 • Repositioning p.42 • College students on LinkedIn p.43 • Interesting facts p.44 Table of Contents (Continu’d)

5. • Dilemma p.47 • Vision p.48 • Mission Statement p.49 • Goals and Objectives p.50 • New Target Market p.51 • Who are College Students? p.52 • Your Average College Student p.53 • Why Target College Students?p.54 • Unemployment p.55 Table of Contents (Continu’d)

6. • Survey Findings p.56 • Survey Analysis p.57 • LinkedIn’s Avg User Age vs. Competitionp.58 • Dominant College Citiesp.59 • Our Best Segments p.60-61 • Product Overview p.62 • Product Positioning p.63 • Additional Product Features p.64 • LinkedIn Students p.65 Table of Contents (Continu’d)

7. • MRI Data p.67-71 • IMC Overview p.72 • Advertising Pyramid p.73 • Advertising Overview p.74 • Types of Advertising p.75 • Marketing Strategy p.76 • Allocation of Money for Advertising p.77 • Advertising in GQ p.78 • Buzz Advertising p.79 Table of Contents (Continu’d)

8. • Advertising on the Internet p.80 • Events Sponsored by LinkedIn p.82 • LinkedIn Festival-Madness p.83 • Charity and Social Responsibility p.84 • User Growth p.85-86 • LinkedIn Revenue p.87-88 • New Slogan p.89 Table of Contents (Continu’d)