linkedin content ecosystem
DESCRIPTION
David will share new products that are fast making LinkedIn a professional publishing powerhouse for B2B marketing and the implications and opportunities for technology marketers. Presented at TechConnect:13 by David Thacker, Vice President Product, Marketing Solutions at LinkedInTRANSCRIPT
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