Hmsp deck

• Hire, Market, Sell…and PITCH!
• INcubator Proposal - March 1, 2013
• Brian Walton, NAMER AE Manager - LTS

©2012 LinkedIn Corporation. All Rights Reserved.

Overview

In the spirit of relationships matter, and connecting the world‟s
professionals to make them more productive and successful, I
propose we explore building a new product that facilitates connections
between PR practitioners and the media.

The product could range from a premium subscription to a “recruiter-
lite” interface, or beyond, that allows PR professionals to search for
relevant journalists, bloggers, publications, etc., and submit story
ideas. Conversely, the journalists on our network can post “want
ads” for information or experts to aid in the story creation process.

©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS

What’s the Current Vendor Landscape?
There are several Media Database vendors around the world. Major
players include:

Key Features Include:
- Profiles of publications and media outlets
- Profiles of reporters
- Searching and list building tools
- Messaging tools
- Campaign Management and Analytics

Sound Familiar?

How are the current vendors flawed?

 The media contact and publication data isn‟t very accurate – it‟s
usually updated by each vendor‟s research teams instead of the
media themselves. By many estimates, it‟s 80% outdated.

 Across the vendors, there are vast differences in
comprehensiveness and accuracy of data, making the evaluation
and purchasing process for PR practitioners cumbersome.

 Their UI design often encourages email spamming of journalists
with story ideas, and as a result…

 Many journalists don‟t like having their information published in
them, perpetuating the decline in quality of data


How Bad Has it Been?

10/29/2007:
Wired Editor in Chief Chris
Anderson publishes and
publicly blacklists the email
addresses of hundreds of
PR practitioners that spam
him irrelevant story ideas –
many attribute the issue to
PR‟s use of poor media
databases


How Can LinkedIn Disrupt the Industry?
 We have better data about the world‟s [media] professionals

 They self report their employer, experience, and sometimes even
what they‟ve authored on their profile

 We can move the abuse-prone process of emailing journalists onto
a more controlled InMail platform

 We can even allow journalists to publish story needs and expertise
requests in their status updates and broker timely connections

 By better courting the broader media industry, we can further fuel
LinkedIn as an Insights platform

©2012 LinkedIn Corporation. All Rights Reserved. TALENT SOLUTIONS 6

Our Primary Value Proposition Would Be:

 To PR Pros: Get more accurate media data and pitch stories the
way, and through the channel, that journalists want to be pitched.

 To Journalists: Standardize the process and channel by which PR
pros pitch you stories; reduce the spam


Possible Product Features

Similar functionality to
Recruiter, but with different
search fields, for example:
• Publication type
(newspaper, blog, etc.)
• Topics of interest
• Title (e.g. “technology
editor”)
• Circulation / Traffic
• Etc.


Possible Product Features (cont.)

Search results pool would
only be limited to members
who are media
professionals, but
customers would have full
visibility of all of those
profiles

Refinement Filters would
be more relevant to this
use case



Add a button called “Pitch
Me a Story”

Like in Recruiter, the PR
Pro could track who
they‟ve spoken to, set
alerts, Tag profiles, etc.

Also like in Recruiter, PR
Pro could opt to view
similar profiles and find
other journalists who might
be interested in their story


The InMail tool could have
required fields, that we
choose based on surveys
of the journalist
community. For example
“Why is your story relevant
to me?” or “Will I have an
exclusive on the story
(Y/N)?”

In addition, we limit the
number of InMails so PR
pros are required to be
more selective about who
and how they pitch


Relevant Member Statistics

Journalists:

Search Criteria: “blogger OR writer OR journalist OR editor OR
anchor OR reporter OR columnist” in Current Job Field

Members: approx. 1,080,000

PR Practitioners:

Search Criteria: "public affairs" OR publicist OR PR OR "media
relations" OR "corporate communications" OR "public relations” in
Current Job Field (+ “Account Executives” in PR Industry)

Members: approx. 350,000

Potential Revenue Opportunity

With 100% adoption by 250,000 current “PR Practitioners” on
LinkedIn…

If Premium Subscription:
$500/year x 350K members = $175M / year

If Basic ‘Recruiter Lite” functionality:
- $2000/year x 350K members = $700M / year

If Robust Media Database with Workflow Management, Analytics:
- $8000/year x 350K members = $2.8B / year


Potential Challenges
In order to be competitive at the publication/outlet data level, we‟d
have to get far more publications and media outlets (including
broadcast) to setup company pages on LinkedIn similar to:


Potential Challenges (cont.)
We‟d also need to give those outlets a means of publishing profile
data that‟s relevant to, and searchable by, the PR professional e.g.
Circulation data, Industry Focus, Editorial Calendar, etc.

Possibly as an
additional tab
or module
called “Profile”


Other Challenges

 Some upfront heavy lifting to get journalists on board and willing to
build profiles or better populate them
 Some media databases also „clip‟ articles written by the journalists
and store them in the profile

TALENT SOLUTIONS

Thank You!


Hmsp deck

More Related Content

Similar to Hmsp deck (20)

Hmsp deck