the linkedin consumer story: why it matters to you

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Ryan Roslansky Head of Content Products

The LinkedIn Consumer Content Story and Why it Matters to You

Tomer Cohen Mobile Product Lead

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Our MissionConnect the world’s professionalsto make them more productiveand successful.

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Then…

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Connect the world’s professionalsto make them more productiveand successful.

Our Mission

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Now.

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Inform, educate,and inspire professionalsthrough content.

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Content Evolution

• Publishing content and conversation on LinkedIn

• Relevant personalized content

• Mobile Distribution

• Companies are first class citizens in the content ecosystem

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Original content is magnetic.

Publishing Content on LinkedIn

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Influencers

The biggest names in the professional world contributing knowledge and insight on LinkedIn


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“In short time posting on LinkedIn, quality of comments is higher than anything I've seen in

12+ yrs of online journalism.”Herb Greenberg

- CNBC


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Stand out by adding rich visual elements to your profile


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Conversation

2M+ GroupsCreated 200+

ConversationsEvery Minute


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10M+ Uploadspublicly 62M+

Monthly UniqueVisitors*

*June 2013 comSore


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Editors are being replaced by your network.

Relevant, Personalized Content

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One size does not fit all

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Early start-up exec

Finance exec

VS.


Who you are drives the content you receive

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Easy, discoverable topical channels accessed seamlessly across access points

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Seamless Distribution

Mobile is accelerating content consumption.

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Mobile is the 7th mass media revolution

Mobile changes the World

1500

Print Recording

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Sources: IDC March 2012, Gartner April 2013,

2012 2016

Smart phone

PC

Tablet

Per day…

= 100M

Every day there are 4.5x new mobile devices sold than babies born!

378K

1.3M

371K

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78%EMAIL

73%WEB BROWSING MAPS/DIRECTIONS

64% 60%GAMES

GENERAL SEARCH

57%LOCAL SEARCH

46%READ NEWS, SPORTS

44%WATCH TV/VIDEO

37%

Source: IDC “Always Connected” Report - https://fb-public.app.box.com/s/3iq5x6uwnqtq7ki4q8wk

Smartphones are the central social, communication, and information tool in people’s lives

On mobile, content is king

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91% of them have their phone within arm’s reach.

82% of U.S. adults own a cellphone.

Source: http://pewinternet.org/Reports/2010/Cell-Phones-and-American-Adults/Overview.aspx

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A day in a life of a mobile user.

3am

6am

9am

12pm 3pm 6pm 9pm Midnight

Tablet

Phone

Desktop

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3am

6am

9am


Desktop = 9-to-5 WorkdayDESKTOP

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3am

6am

9am


Phone = Always OnPHONE

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3am

6am

9am


Tablet = Coffee and CouchTABLET

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Shop, pay, collect, learn, navigate,…

Being Truly Mobile.

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Mobile changes LinkedIn.

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Mobile is the fastest consumer product on LinkedIn

Q1-2011

Q2-2013

8%

33%

Mobile as % of total weekly unique users

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2010

Product evolution

v1.0 – Dashboard with 12 utilities

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August 2011

Product evolution

Simplify

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April 2012

Product evolution

Shift focus to content

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Design for the member

April 2013

Product evolution

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“Katify”

Leapfrog Strategy

July 2012

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April 2012 April 2013

Seamless distribution

2010 August 2011

Virtuous innovation cycle

July 2012

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Mobile changes Content.

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Phone leads daily content consumption across desktop, television and tablet.

Phone TelevisionDesktop

Source: http://www.brafton.com/news/global-content-consumption-dominated-by-the-web-mobile-on-top

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With 65% of the screen real-estate, content is now more front and center than ever.

The smaller the bigger

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The average mobile session last 4.1 minutes

Source: http://blog.flurry.com/bid/90987/The-Truth-About-Cats-and-Dogs-Smartphone-vs-Tablet-Usage-Differences

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Design for short digestible nuggets.

140 characters

1minute

5seconds

6seconds

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Companies are first class citizens in the content ecosystem.

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Companies are first class citizens in the content ecosystem

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Why is content so important to LinkedIn?

Increasing the talent pool on LinkedIn is vital to your success…

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Passive candidates by nature passive don’t visit a “job” site….

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But every professional consumes content on a daily basis…

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So what happens when you can start to engage the worlds professionals frequently through content?

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They visit LinkedIn more frequently

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They spend more time on the platform, keep their profiles up to date

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They connect more and invite more people to join LinkedIn

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Increasing the engagement with LinkedIn allows us to provide you access to the world’s professionals at scale

Content is Driving Engagement. Engagement drives opportunity.

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Connect the world’s professionalsto make them more productiveand successful.

Our Mission

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the linkedin consumer story: why it matters to you

Business

content ecosystem

linkedinoriginal content

content consumption

personalized contenteasy

personalized contenteditors

personalized contentone

mobile changes

new mobile devices