HKTDC MarketingPulse 2019

Gregory Chang

Head of Marketing Solutions, Online Sales, Greater China

Ouragenda

01 Get to Know LinkedIn

02 Why Market on LinkedIn?

03 Content Strategies

04 Best Practices + Examples

L i n k e d I n / P R P A

Get to know

LinkedIn

Create economic opportunityfor every member of the

global workforce

O U R V I S I O N

610M+Members

30M+Companies

20M+Jobs

50K+Skil ls

84K+Schools

The Economic Graph

Organizations worldwide are using LinkedIn data to understand the

changing workforce and make key policy decisions

And we recently welcomed a new partner that is close to us all…

Extent of Talent and Skill Gains and Losses in Hong Kong

Talents and Skills Coming to and Leaving Hong Kong

Sectors Gaining and Losing Talents in Hong Kong

Difference between Local and Foreign Talents based in Hong

Kong

Deep Analysis on the Workforce Composition of Multiple Key

Industries

Scope of Study:

© 2017 LinkedIn Corporation. All Rights Reserved. |

LinkedIn Membership continues to grow

610M+Members

worldwide 46M+Students & Recent College Graduates

on LinkedIn (fastest growing

demographic)

10M+INDONESIA

6M+

PHILIPINNES

4M+MALAYSIA

2M+SINGAPORE

1M+SAUDI ARABIA

21M+

BRAZIL

150M+UNITED STATES OF

AMERICA

15M+

CANADA

50M+INDIA

8M+AUSTRALIA

1M+

NEW ZEALAND

4M+

SOUTH AFRICA

1M+UNITED ARAB EMIRATES

18M+UNITED KINGDOM

10M+

FRANCE

7M+ITALY

2M+BELGIUM

1M+DENMARK

4M+

TURKEY

5M+NETHERLANDS

2M+SWEDEN

6M+

SPAIN

42M+CHINA

7M+MEXICO

2M+REP. OF KOREA

1M+IRELAND

1M+PORTUGAL

1M+

NORWAY

4M+ARGENTINA

2M+CHILE

1M+

ECUADOR

1M+VENEZUELA 4M+

COLUMBIA

2M+JAPAN

1M+THAILAND 1.8M+

HONG KONG

3M+RUSSIA

1M+TAIWAN

42M+

CHINA

50M+

INDIA

2M+

KOREA

1M+

JAPAN

4M+

MALAYSIA

2M+

SINGAPORE

2M+

THAILAND

6M+

PHILIPPINES

10M+

INDONESIA

9M+

AUSTRALIA

1M+

NEW ZEALAND

610M+ members worldwide

153M+ members in APAC

APAC Fastest Growing Region

2 new members per second

50% access via mobile

24 languages

LinkedIn membership is growing at a staggering rate

1.8M+

HONG KONG

1M+

TAIWAN

New Joiners* Job

Changers*

Students

members

members

* In the past 12 months.

Membership in Hong Kong has been growing rapidly

155K+

214K+ 79.2K+ 77.1K+

1.8M+

© 2017 LinkedIn Corporation. All Rights Reserved. | 12

© 2017 LinkedIn Corporation. All Rights Reserved. | 13

Connect to opportunity

O U R V A L U E P R O P O S I T I O N

Advance My

Career

M E M B E R S C U S T O M E R

S

Work Smarter

Advance My Career Life

M E M B E R S

Build meaningful

relationshipsStay well-informed

Get the right

job

Establish and manage my reputation

Research and contact people

Keep tabs on my activity

Rodolfo MartinezStudent

C U S T O M E R

S

Work Smarter

Market Sell LearnHire

Premium / Commerce

Erin HughesRecruiting Manager

vWhy Market on LinkedIn?

C u s t o m e r s

ENVIRONMENT AUDIENCE ENGAGEMENT

Reach the right professionals the right way

Vibrant

professional

conversations are

happening

The LinkedIn member mindset

Trending topics by social media platform

Largest distributor of

professional content on

the planet

9 Billion content impressions a

week

7x time spent on content vs. job

listings

15x content vs. job postings in the feed

Content

70% impressions from mobile

LinkedIn users are 2X more intent driven

YOUR BRAND IS ADDING TO VS INTERRUPTING THEIR EXPERIENCE

73%

“When I visit… it’s usually to accomplish a specific task rather than to kill

time.”

35% 53%

Q.1 Why do you typically use each of the sites/apps below?

So what motivates members to engage?

TOP 5 REASONS FOR CONTENT ENGAGEMENT

60%It’s relevant to me

57%It’s educational or

informative

51%To stay on top of

the latest brands

39%It’s inspiring

32%It helps with

skill

development

Source: Motivating LinkedIn Members to Engage, 2017

✓ Investing in themselves to become more productive and successful

The right audience

Retargete

d visitors

Demographic

segments

Audience

extension

Job seekers

Employee

networks

Intent

signals

Saved

sales leads

High Qual i ty

Reach at Scale

Powerful targeting tools

153MMembers in APAC

610KDecision

Makers in

APAC

2.9MC-Levels in

APAC

OF PEOPLE USE INFORMATION FROM

LINKEDIN TO INFORM BUSINESS

DECISIONSSource: Nielsen ad environment relevancy custom study

HIGHER CONVERSIONS

Effective engagement

Sign up

Visit company website

Source: Hubspot global customer analysis

A multi-year acceleration of engagement on

LinkedIn

2015 2016 2017 2018(estimated)

Mobile session growth

+30

%

+37

%

+57

%

AWARENESSCONSIDERATI

ONCONVERSION

Elevate Video Ads Dynamic Ads Text Ads

Company Pages Sponsored Content

CONSIDERATI

ONCONVERSIONAWARENESSAWARENESS

Sponsored InMail Sales & Marketing Alignment

Elevate Video Ads Dynamic Ads Text Ads

Company Pages Sponsored InMail Sponsored Content

AWARENESSCONSIDERATI

ONCONVERSION

CONSIDERATIO

N

Sales & Marketing Alignment

Elevate Video Ads Dynamic Ads Text Ads

Company Pages Sponsored InMail Sponsored Content

AWARENESSCONSIDERATI

ONCONVERSIONCONVERSION

Sales & Marketing Alignment

3 Key phases of Content Marketing

Develop Distribute Optimise

What content will resonate with your audience and how will it be organised

How should this content be distributed to reach

the right audience at the right time

What optimisation practices should be

adopted to deliver top performance

What works on LinkedIn?

Helpful Inspiring Entertaining

Will it make your audience more

informed, productive or successful?

Does it tap into the inspirational mindset of the socially active

professional?

Is it human? Does it create an emotional

connection?

67%

72%

75%

78%

79%

86%

89%

Employee Perspectives

Product or Service Information

Industry Events

Leadership

Jobs/Skills

Tips/Best Practices

Industry Trends/News

Source: Motivating LinkedIn Members to Engage, 2017

Companies that post weekly see a 2x lift in engagement with their content.

Share content that matters, regularly

Monday Tuesday Wednesday Thursday Friday Saturday

Video

Blog

Infographics

Interviews

Guest blog

Case studies

Analyst and research reports

“Big Rock Content”

Video

Blog

Infographics

Industry experts POV

Curated content

Trending topics

Humor

Culture content

“Behind the scenes”

Balance your content mix

Chisel Your Big Rock Into Pebbles

Big Rock (gated)

eBook

Infographic

Blog Post

Podcast

Video

Vertical/Discipline-Specific Events

Companies with completed and active Pages are

more successful at achieving growth objectives

5x

lift in page views

11x

lift in clicks per follower

7xthe average impressions

per follower

2xhigher Content

Marketing Score

5.6 billion B2B content consume/week

Organic is good, but paid is better. Why?

Only your followers will get notification on your updates,

But with Sponsored Content, you can reach out and engage with a wide audience at scale.

Digital ad potentials will be on par w/ TV as the

leading advertising medium with 47.9%market share in 2022.

Ratio:

4 : 1

Best Practices + Best-In-Class Examples

Invest in great imagesCustom, unexpected images generate higher

engagement

TIP 1

p 1: Use image as a headline

TIP 2

p 1: Keep your ad copies short and preciseSpeak directly to them, and to their pain points

TIP 3

Calling out our target audience resulted in 19% higher CTR and 53% higher Conversion Rate

Set clear expecta t ions

ü Use brackets to immediately set expectations ü Promote recency and quantify time investment

All-Star LinkedIn Page – Invesco Asia Pacific

Infographics with links

can have up to a 45% higher follower engagement than updates

without links

to sell its products and brand

Thought leadership Sponsored Content

keep its audience on the cutting edge of investment news. Invesco showcases content from execs to establish in-house

thought leaders vertically in the organization.

All-Star LinkedIn Page – 1010 Corporate Solutions

Avant-garde Visuals

to sell its products and brand

Tailored Content

Use of localized language and cultural references

All-Star LinkedIn Page – AIA Hong Kong & Macau

Display of Company Culture

By featuring its employees in updates and gives an inside look

into the company and the fabulous talent who work there.

Brand Awareness

AIA calls attention to the brand through fun, informative video featuring its own value and vision. Updates are short, simple and sweet.

All-Star LinkedIn Page – JLL Hong Kong

Lead Gen

Capture audience with

Call to Action to drive leads

Audience First Approach

No one listens to people who only talk about themselves. Companies are no different. JLL knows this and often links to third-party industry articles to educate its audience.

Key Takeaways

✓ LinkedIn is a place of discovery – members want

to learn and be inspired… about brands, develop

new skills and stay plugged into what’s going on

> complete your company page

✓ Actively engage – content that helps members

become more productive and successful drives the

most engagement

> leverage existing content, 2+ posts per week

✓ Boost your reach – deliberately target your most

valuable audiences with sponsored media

> put money behind your best posts (4 organic: 1

paid)

Get started with LinkedIn Today