There is also quite general problem that does not apply exclusively to linking protobuf but other libraries as well. Since it was my issue I'll put the solution here, maybe someone find it useful.
Make sure that you are trying to link to a library with the same ABI. C++ ABI has changed in GCC 4.7.0. So you cannot link a library that was compiled with GCC<4.7.0 (that may be protobuf if you fetch package from a package repository as it was in my case) with your library compiled with GCC>4.7.0.
The issue may be recognized by having planty linkage complains about std::basic_string and std::list as this was most prominet ABI changes in C++. My linker screams looked like this:
/bincrafters/stable/package/c0c1ef10e3d0ded44179e28b669d6aed0277ca6a/lib -L/home/adam/.conan/data/libpcap/1.8.1/bincrafters/stable/package/0a813c597d519ec14c71192b99d7de0a92bbc1c3/lib -L/home/adam/.conan/data/zmq/4.2.2/bincrafters/stable/package/0144a3b0aceb8edb5e63295c432a8de8020ab1b7/lib -L/home/adam/.conan/data/libsodium/1.0.16/bincrafters/stable/package/db2ca884c9793e0b0fb54ec3f846326d1addacc8/lib -Wl,-rpath,/hoar, std::char_traits<char>, std::allocator<char> > const&, google::protobuf::io::CodedOutputStream*)'
CMakeFiles/NetworkMonitor.dir/addressbook.pb.cc.o: In function `tutorial::Person_PhoneNumber::InternalSerializeWithCachedSizesToArray(unsigned char*) const':
/home/adam/.conan/data/protobuf/3.9.1/bincrafters/stable/package/053ea29eb0edc6b1695c893b738a971110c756fd/include/google/protobuf/wire_format_lite.h:1673: undefined reference to `google::protobuf::io::CodedOutputStream::WriteStringWithSizeToArray(std::__cxx11::basic_string<char, std::char_traits<char>, std::allocator<char> > const&, unsigned char*)'
/home/adam/.conan/data/protobuf/3.9.1/bincrafters/stable/package/053ea29eb0edc6b1695c893b738a971110c756fd/include/google/protobuf/wire_format_lite.h:1673: undefined reference to `google::protobuf::io::CodedOutputStream::WriteStringWithSizeToArray(std::__cxx11::basic_string<char, std::char_traits<char>, std::allocator<char> > const&, unsigned char*)'
CMakeFiles/NetworkMonitor.dir/addressbook.pb.cc.o: In function `google::protobuf::internal::GetEmptyStringAlreadyInited[abi:cxx11]()':
/home/adam/.conan/data/protobuf/3.9.1/bincrafters/stable/package/053ea29eb0edc6b1695c893b738a971110c756fd/include/google/protobuf/message_lite.h:153: undefined reference to `google::protobuf::internal::fixed_address_empty_string[abi:cxx11]'
CMakeFiles/NetworkMonitor.dir/addressbook.pb.cc.o: In function `google::protobuf::internal::WireFormatLite::ReadString(google::protobuf::io::CodedInputStream*, std::__cxx11::basic_string<char, std::char_traits<char>, std::allocator<char> >*)':
/home/adam/.conan/data/protobuf/3.9.1/bincrafters/stable/package/053ea29eb0edc6b1695c893b738a971110c756fd/include/google/protobuf/wire_format_lite.h:880: undefined reference to `google::protobuf::internal::WireFormatLite::ReadBytes(google::protobuf::io::CodedInputStream*, std::__cxx11::basic_string<char, std::char_traits<char>, std::allocator<char> >*)'
CMakeFiles/NetworkMonitor.dir/addressbook.pb.cc.o:(.data.rel.ro._ZTVN8tutorial11AddressBookE[_ZTVN8tutorial11AddressBookE]+0x20): undefined reference to `google::protobuf::Message::GetTypeName[abi:cxx11]() const'
CMakeFiles/NetworkMonitor.dir/addressbook.pb.cc.o:(.data.rel.ro._ZTVN8tutorial11AddressBookE[_ZTVN8tutorial11AddressBookE]+0x58): undefined reference to `google::protobuf::Message::InitializationErrorString[abi:cxx11]() const'
CMakeFiles/NetworkMonitor.dir/addressbook.pb.cc.o:(.data.rel.ro._ZTVN8tutorial6PersonE[_ZTVN8tutorial6PersonE]+0x20): undefined reference to `google::protobuf::Message::GetTypeName[abi:cxx11]() const'
CMakeFiles/NetworkMonitor.dir/addressbook.pb.cc.o:(.data.rel.ro._ZTVN8tutorial6PersonE[_ZTVN8tutorial6PersonE]+0x58): undefined reference to `google::protobuf::Message::InitializationErrorString[abi:cxx11]() const'
CMakeFiles/NetworkMonitor.dir/addressbook.pb.cc.o:(.data.rel.ro._ZTVN8tutorial18Person_PhoneNumberE[_ZTVN8tutorial18Person_PhoneNumberE]+0x20): undefined reference to `google::protobuf::Message::GetTypeName[abi:cxx11]() const'
make[2]: *** [bin/N
The issue was gone after I defined a profile for conan and link with libraries compiled with the same version of C++ ABI.