linkedin presentation - group m university 2014

LinkedIn as a Platform

Content on LinkedIn

Q&A

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Today…

Will Scott Senior Account Manager

@willpscott

LinkedIn as a Platform

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300M+

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Two new members are joining every second

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Then (2008)Connect & Communicate

Now (2014)Connect, Engage & Consume

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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

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But what are people are doing on

LinkedIn?

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Three key focus points…

Identity Networks Knowledge

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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

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What are they talking about?

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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

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Influencers

Rena Patel Senior Marcoms Manager

@rpetal27

The role of LinkedIn for brands

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7 hours…..

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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

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