LinkedIn as a Platform

Content on LinkedIn

Q&A

1

3

2

2

Today…

Will Scott Senior Account Manager

@willpscott

LinkedIn as a Platform

4

300M+

5

Two new members are joining every second

6

Then (2008)Connect & Communicate

Now (2014)Connect, Engage & Consume

7

12:00PM

6:00AM

9:00PM

7:00 8:00 9:00 10:00 11:00 1:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00

8

But what are people are doing on

LinkedIn?

9

Three key focus points…

Identity Networks Knowledge

10

Be entertained

Search foropportunities

Stay in touch Make useful contacts

Kill time Stay in touch

Share content Keep up to datefor career

SocializeMaintainProfessional identity

PERSONALNETWORKS

PROFESSIONALNETWORKS

SPEND TIME INVEST TIME

11

What are they talking about?

12

Food & Dining Technology

Travel/Holidays Local, National & World News

Sports Education

Health & Fitness

Personal Finance & Investments

Entertainment/TV

Business/Company/Finance News

PERSONALNETWORKS

PROFESSIONALNETWORKS

SPEND TIME INVEST TIME

13

15

Influencers

Rena Patel Senior Marcoms Manager

@rpetal27

The role of LinkedIn for brands

18

7 hours…..

20

Content and LinkedIn

Think of it as Christmas Dinner – you don’t just eat on the day; but you consume over 5 days of turkey.

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Content Marketing Workshop Discovery Brief

#1: THINKLIKE A JOURNALIST

Sharp & relevant stories drive great engagement. Customize your copy to fit with your audience, and test out what resonates best.

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Content Marketing Workshop Discovery Brief

#2: ALWAYS INCLUDEA CLEAR CALL TO ACTION

Signpost what you want people to consume.Clear, actionable content gives your content the best start – especially when read on mobile

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Content Marketing Workshop Discovery Brief

#3: BE VISUALTO DRIVE ENGAGEMENT

Links to YouTube videos & highly visual updates drive up to 2x higher engagement and sharing. The human brain process images 60K faster than text.

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Content Marketing Workshop Discovery Brief

#4: THE EXCLUSIVEGETS PEOPLE INTERESTED

Members like sneak peaks inside companies, new products, even office space. Make sure you give people things that are a bit special, or exclusive

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Content Marketing Workshop Discovery Brief

#5: VARIETY IS KEYTO MAKE PEOPLE HUNGRY FOR MORE

Post a maximum of 3-5 posts per day, and think about sharing a variety of images, links, video, Slideshare and commercial messages, as well as relevant topics

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Content Marketing Workshop Discovery Brief

#6: BALANCEAUDIENCE & MESSAGE

Find the sweet spot between what you want to say, and what people want. Doing this at scale creates results.

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Content Marketing Workshop Discovery Brief

#7: MONITOR,ANALYSE AND REFINEYOUR CONTENT

Track all available analytics. Payattention to the audience targeting,types of content, time of day andfrequency that drive the mostInteractions. A/B test headlines and images.

Be authentic Be human Be helpful

Key takeaways

29