LinkedIn Content Ecosystem

David ThackerVice President, Product

LinkedIn@DavThack

#inTC13

Our Mission.Connect the world’s professionals to make them more productive and successful

1 of every 3 professionalson the planet is LinkedIn

Connect talent with opportunity.

Inform, educate, and inspire professionals.

Definitive professional publishing platform.

Job seeking

Content is our core

6×more engagementwith content vs. jobs

Content

Jobs

WW Unique Visitors

68,066

31,647

27,005

26,151

24,169

22,946

source: comScore, Global Monthly Unique Visitors (Aug 2013)

WW Unique Visitors

179,415

source: comScore, Global Monthly Unique Visitors (Aug 2013)

Early start-up exec

VS.

Relevance driven by your professional profile

Tech exec

Influencers

Mobile is accelerating content consumption.

33%of unique visiting members came through mobile appsin Q2 2013

Content Marketing can make our members more productive & successful

Content marketing isn’t new

Teaching farmers to be great at what they do

Your audience is more receptive in our professional context

B2B buyers turn to online content and conversations in professional communities

Source: CMO Council, “ Better Lead Yield in the Content Marketing Field, 2013.

87%of B2B buyers say online content plays a major to moderate role in vendor selection

Company Pages help marketers connect with audiences on LinkedIn

112%

increase in CXO followers

15%

higher engagement rate with CXOs vs. non-CXO followers

2.5×more likely to recommend HP solutions by followers

HP’s company followers are brand advocates

“We can have dialogues with potential customers in a way that encourages organic growth of the community.”

Bryna CorcoranDigital Marketing and Social Media Strategist, HP

Why our members follow companies?

New product launches

Product reviews & comparisons

Tech events Webinars/demos using video

White papers Case studies Influencer posts Infographics Software trial downloads

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

64%

55% 55%

48% 46%43%

34% 34% 33%Tota

l Au

die

nce

Integrated into the feed….

We’ve expanded our product portfolio with Sponsored Updates

Adobe drives thought leadershipwith Sponsored Updates

50%

more likely to agree that Adobe is “shaping the future of digital marketing”

2.5×more likely to agree Adobe’s Sponsored Updates capture their attention

79%

more likely to agree that Adobe can help optimize their media spend

HubSpot drives high-quality leads with Sponsored Updates

400%more leads within their target audience than lead generation efforts on other platforms

Integrate and amplify content from SlideShare

Social proof. Included.

Like (115) Comment (11) Share

Relevant content powered by accurate targeting

What they doBehavior

Who they areProfile

Who they knowConnections

Make your customers more productive and successful

Be the editor

Make it snackable

Value the who

Follower Demographics

24%

8.9%

8.2%

6.7%

5.6%

Finance

Sales

Research

Consulting

Operations

2014 Product Focus in B2B

Targeting PersonalizationAttribution Lead capture