how linkedin is adapting its platform

How LinkedIn is Adapting its PlatformDavid Thacker

Vice President, Product, LinkedIn

@davthack #inTC14

2014 Product Focus

Targeting Personalization Lead Capture Attribution

Be the most effective platform formarketers to engage with professionals

Our vision

not just numbers

Humans

We build

relationships between brands and the world’s

professionals to make them both more successful.

Be everywhere Be relevant Be helpful

Be relevant

Influencers

Relevant content powered by accurate targeting

Find your audience

Earn their trust Be personal

Extend the experience

2 3 41

Showcase Pages help marketers connect with specific audiences on LinkedInSocial Proof. Included.

Like (353) Comment (33)

Sponsored Updates

Personalize

Test

Control

Direct Sponsored Content

Content Marketing ScoreMeasure your brand’s influence

Score Benchmarking Recommendations

Be helpful

 % content from each source very or extremely trustworthyThey trust content on LinkedIn more than any other source

How frequently do you visit each of the following sources to get IT related news and information? How trustworthy do you feel the content you see from each of the below sources is?

LinkedIn Online Trade/Industry Sites

Google+ Online News Sites

Discussion Forums

Blogs Twitter Facebook

50%48%

34% 33%

24%20%

15%

9%

 Visitation │ High Medium Low

More likely to consider an IT vendor who educates me through

each stage of the decision process

67%Educating throughout the purchase funnel makes generating leads more effective

Top Trending topics — August 2014 Example Articles

Moving from information to insight creates content relevance

Source: LinkedIn Internal Data, member shares from 8/1 through 8/31

online advertising

android

employee engagement

entrepreneurship

cloud computing Who has the biggest cloud? By year’s end, the answer may surprise you. : gigaom.com

Salesforce Innovation Secrets: How Marc Benioff's Team Stays On Top : forbes.com

Don't Pick a Job. Pick a Boss : linkedin.com

Android Device Ecosystem: More Diverse Than Ever : techcrunch.com

Farewell 'Pure' Exact Match, AdWords Will Soon Require All Campaigns : searchengineland.com

EARNEDTRUST + CREDIBILITY

M U S T B E

Be everywhere

Smartphone consumption is always on

9pm6pm3pm12pm9am6am

45%of unique visiting members came through mobile appsin Q2 2014

Mobile is accelerating content consumptionSponsored InMails now reach members on mobile And our “mobile moment” is coming…

2015

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Audience expansion

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