Wow – Out of the 200 million people, my profile was in the top 10% of the most viewed LinkedIn profiles in 2012! that is so cool !!!
Well, at least that was my first reaction…So feeling kinda chuffed with myself, I then saw more and more tweets with the same message. hmm…I started to wonder about this “congratulations!” email. On the one hand its great that out of 200 million my profile was in the top 20 million. 1 out of 20 million – thats still an achievement but not as wow as I originally thought.
So once you scratch a little below the surface you realise that this was in fact a superb marketing trick by LinkedIn. Bravo. You got me.
Why is it such a good campaign ?
It has all the ingredients:
- You get an email with what seems to be a major “achievement”
- It has personalized thank you note that makes you feel special
- It has the ability to instantly share it and tell your friends all about how great you are
Ticks all the right boxes.
So what does LinedIn get out of it ?
There is the exposure element:
They are pretty much assured of a high open rate of this email (could also be used to validate active email addresses)
Inside the Thank you email was a link to an Infographic all about LinedIn which most people would click on and then possibly share (much like I have below)
People will share their stats with their Social Network further cementing LinkedIn popularity
There is the financial element:
Now that you know you are in the top percentage of profile viewed, you more likely to consider the options to pay for the ability to see exactly who viewed your profile. If only a small fraction of the “top 20 million” pay for that option, that is a lot of $$$ from one email campaign alone.
So well done LinkedIn on both a great service and a great marketing campaign and I am still not sure if I should be happy that I am in the top 10% of feel kinda cheated…a marketing teams dream come true
LinedIn cool stats:
LinkedIn has reached a major milestone of having 200 million members in more than 200 countries and territories in 19 languages around the world.
If LinkedIn was a country it would have the 5th largest population in the world equal to France, UK and Italy combined as approximately 2 members join LinkedIn per second which equated to 172800 registrations per day !