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How LinkedIn is Adapting its Platform David Thacker Vice President, Product, LinkedIn @davthack #inTC14

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David Thacker, VP of Product at LinkedIn, presents at an exclusive LinkedIn tech conference: TechConnect2014.

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Page 1: How LinkedIn is Adapting its Platform

How LinkedIn is Adapting its PlatformDavid Thacker

Vice President, Product, LinkedIn

@davthack #inTC14

Page 2: How LinkedIn is Adapting its Platform

2014 Product Focus

Targeting Personalization Lead Capture Attribution

Page 3: How LinkedIn is Adapting its Platform

Be the most effective platform formarketers to engage with professionals

Our vision

Page 4: How LinkedIn is Adapting its Platform

not just numbers

Humans

Page 5: How LinkedIn is Adapting its Platform

We build

relationships between brands and the world’s

professionals to make them both more successful.

Page 6: How LinkedIn is Adapting its Platform

Be everywhere Be relevant Be helpful

Page 7: How LinkedIn is Adapting its Platform

Be relevant

Page 8: How LinkedIn is Adapting its Platform

Influencers

Page 9: How LinkedIn is Adapting its Platform

Relevant content powered by accurate targeting

Find your audience

Earn their trust Be personal

Extend the experience

2 3 41

Page 10: How LinkedIn is Adapting its Platform

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

Like (353) Comment (33)

Page 11: How LinkedIn is Adapting its Platform

Sponsored Updates

Page 12: How LinkedIn is Adapting its Platform

Personalize

Test

Control

Direct Sponsored Content

Page 13: How LinkedIn is Adapting its Platform

Content Marketing ScoreMeasure your brand’s influence

Score Benchmarking Recommendations

Page 14: How LinkedIn is Adapting its Platform

Be helpful

Page 15: How LinkedIn is Adapting its Platform

 % 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

Page 16: How LinkedIn is Adapting its Platform

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

Page 17: How LinkedIn is Adapting its Platform

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

Page 18: How LinkedIn is Adapting its Platform

EARNEDTRUST + CREDIBILITY

M U S T B E

Page 19: How LinkedIn is Adapting its Platform

Be everywhere

Page 20: How LinkedIn is Adapting its Platform

Smartphone consumption is always on

9pm6pm3pm12pm9am6am

Page 21: How LinkedIn is Adapting its Platform

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…

Page 22: How LinkedIn is Adapting its Platform

2015

Page 23: How LinkedIn is Adapting its Platform

SPONSORED CONTENT B2B MARKETING

Better targeting, relevance and measurement

Michael Weir
should we hold this to the very end? This is definitely the "what's next" versus a recap of what he's done since TechConnect:13
Page 24: How LinkedIn is Adapting its Platform

One click fills forms with our accurate professional data

“Auto Fill turns whatused to be a complex

operation on mobile into a 2-step process.”

- Beta client

Michael Weir
should we hold this to the very end? This is definitely the "what's next" versus a recap of what he's done since TechConnect:13
Page 25: How LinkedIn is Adapting its Platform

Audience expansion

Michael Weir
should we hold this to the very end? This is definitely the "what's next" versus a recap of what he's done since TechConnect:13
Page 26: How LinkedIn is Adapting its Platform

Sponsored Updates in Pulse & Slideshare

Michael Weir
should we hold this to the very end? This is definitely the "what's next" versus a recap of what he's done since TechConnect:13
Page 27: How LinkedIn is Adapting its Platform

We are investing to make marketing more EFFECTIVE