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Awareness, engagement & monetisation... the way ahead for LinkedIn

16-April-2010
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Awareness, engagement & monetisation... the way ahead for LinkedIn

Within a few months of setting up its operations in India, their first in APAC region, LinkedIn today claims to have 5 million members in the country. LinkedIn, which has 60 million users globally, recently launched an application for BlackBerry.

LinkedIn, an Internet company focused on connecting the world’s professionals, claims to have over 60 advertisers in India already and will focus in a big way on awareness, engagement and monetisation of the site. Advertisements, user subscription and software as a service to help recruiters fill jobs are the three revenue streams of LinkedIn.

LinkedIn’s USP is the lazar focus on professionals, besides this many recent additions, the blackberry applications for instance have changed how consumers use the site which is set to accelerate. LinkedIn aims to be present wherever the professionals work and for that they would continue to integrate in mobile, with email clients and so on so that wherever professionals work they will be able to access LinkedIn in a relevant fashion.

Building a strong team, hiring the best talent will also be given importance this year. The biggest challenges for the online space is that it is viewed as performance driven market, the mature markets though are said to measure social media market differently as compared to search and other sites.

In conversation with exchange4media, Hari V. Krishnan, Country Manager, LinkedIn India said, “In the year 2009 was a big year for LinkedIn both in India and globally. We received good revenue from all three of our revenue streams. India is the fastest growing market for LinkedIn and we continue to see tremendous growth from this market. Today LinkedIn has touched over five million members in India. Now our focus is to spreading awareness of LinkedIn, increasing engagement with end consumers, hiring the best talent, monetization and so on.”

Only few months back, LinkedIn established its India operations with its initial office in Mumbai, wherein the internet company aims to drive brand awareness in India through strategic partnerships with media organizations and other distribution channels. The marketing efforts would focus on education campaigns to drive user engagement with its collaboration, communications and business intelligence tools.

As earlier stated, LinkedIn’s revenues are driven from user subscriptions, advertising sales and software licensing. Launched in 2003, the largest professional networking is said to have more than 60 million members representing 200 countries and executives from every Fortune 500 company. The company's worldwide corporate headquarters is based in Mountain View, California.

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