LinkedIn announces 3m members, opens Perth office

LinkedIn has opened an office in Perth and announced its three millionth member in Australia.

According to figures from the business social network – which launched in 2003 and set up its first Australian office in 2010 – LinkedIn has seen daily unique browsers grow by 92% in the year since February 2011 and a 168% jump in page impressions.

However, the company would not reveal actual numbers or its rate of growth over the last 12 months.

LinkedIn draws 620,000 unique visitors a month and reaches 3.6% of Australians online, according to Google stats.

The company’s MD for Australia, New Zealand and Southeast Asia Clifford Rosenberg said that LinkedIn’s company search feature and use on mobile devices are the key growth areas for the site.

Rosenberg said there was no plans to introduce new features to increase the time users spend on the site, to compete with non-business sites such as Facebook.

He said: “The time people spend on Facebook is not productive time. LinkedIn is about helping professionals be more productive. We want people to save time, not waste it. Facebook might show up well in web stats, but it does not necessarily help advertisers with their target audience.”

Earlier today, figures from CommScore revealed Facebook to be Australia’s largest publisher of ads by far. LinkedIn does not feature in the top ten.

Rosenberg named AustralianSuper, Tourism Australia, Curtin University and Microsoft as among the most successful campaigns to run on LinkedIn.

Microsoft’s effort was based on an invitation to join a software development group using LinkedIn’s email messaging ‘Inmail’. The campaign resulted in a 58% open rate and a group with 2500 members.

“The key to it was not putting the brand’s name in the subject heading of email,” he said. “Smart marketers don’t make the subject matter about the brand, they add value by providing a professional service.”


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