how linkedin is adapting its platform
DESCRIPTION
David Thacker, VP of Product at LinkedIn, presents at an exclusive LinkedIn tech conference: TechConnect2014.TRANSCRIPT
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
SPONSORED CONTENT B2B MARKETING
Better targeting, relevance and measurement
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
Audience expansion
Sponsored Updates in Pulse & Slideshare
We are investing to make marketing more EFFECTIVE