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
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LinkedIn Content Ecosystem
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David ThackerVice President, Product
LinkedIn@DavThack
#inTC13
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Our Mission.Connect the world’s professionals to make them more productive and successful
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1 of every 3 professionalson the planet is LinkedIn
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Connect talent with opportunity.
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Inform, educate, and inspire professionals.
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Definitive professional publishing platform.
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Job seeking
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Content is our core
6×more engagementwith content vs. jobs
Content
Jobs
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WW Unique Visitors
68,066
31,647
27,005
26,151
24,169
22,946
source: comScore, Global Monthly Unique Visitors (Aug 2013)
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WW Unique Visitors
179,415
source: comScore, Global Monthly Unique Visitors (Aug 2013)
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Early start-up exec
VS.
Relevance driven by your professional profile
Tech exec
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Influencers
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Mobile is accelerating content consumption.
33%of unique visiting members came through mobile appsin Q2 2013
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Content Marketing can make our members more productive & successful
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Content marketing isn’t new
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Teaching farmers to be great at what they do
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Your audience is more receptive in our professional context
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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
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Company Pages help marketers connect with audiences on LinkedIn
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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
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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
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Integrated into the feed….
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We’ve expanded our product portfolio with Sponsored Updates
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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
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HubSpot drives high-quality leads with Sponsored Updates
400%more leads within their target audience than lead generation efforts on other platforms
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Integrate and amplify content from SlideShare
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Social proof. Included.
Like (115) Comment (11) Share
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Relevant content powered by accurate targeting
What they doBehavior
Who they areProfile
Who they knowConnections
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Make your customers more productive and successful
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Be the editor
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Make it snackable
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Value the who
Follower Demographics
24%
8.9%
8.2%
6.7%
5.6%
Finance
Sales
Research
Consulting
Operations
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2014 Product Focus in B2B
Targeting PersonalizationAttribution Lead capture