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2014年3月のiMedia Summitの講演でご紹介したプレゼンテーションです。
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Measuring Content Marketing Success
50% 87% Use social media
for content
distribution
Effectiveness
rating
Create compelling content that speaks directly to your target audience.
XX%
It’s up to marketers to deliver a better content experience
The key ingredient to a
better content experience
is relevance
Marketers Audience
Content
Relationship
At LinkedIn Content is Our Core
6X More engagement with
content vs. jobs
Brands
3.0M Company Pages
Sponsored + Organic Updates
SlideShare 2.1M Groups
Thought
Leaders 300+ Influencers
News 1.5MM Publishers
Peers
Connections
Employees
Groups
Unique insights to guide your content strategy
What should I publish?
Who should I target with my content?
Imagine if…
… we could help you measure how
well your content is working for
you on LinkedIn
… we could make recommendations
on how to improve your impact
on LinkedIn through your
content marketing
… we could identify what content is
relevant and engaging
A tool that informs you about content trends
and guides your content strategy
Trending Content is intended to guide content marketing
strategy and execution for both the short and long term
Spiking Trend Long-Term Trending Topic
Popula
rity
Time Period
Catching trending topics Defining content strategy
Content Marketing Score:
A Score that quantifies and benchmarks the
influence your company has on LinkedIn
through your content marketing
Content Marketing Score Objective
Key questions
? I really care about a specific audience. Are they engaging?
? Are people engaging with my content?
? How do I rank against my peers?
? How influential am I for a specific topic?
How influential are my employees? ?
The most effective content marketers reach
customers in multiple ways
CMS integrates your content efforts
CMS
Groups
Company Updates
Sponsored Updates
Employee Posts
Influencer Posts
Your Content Marketing Score measures within your
target audience, WHO engages with your content
(for example, all CXOs)
12,000,000 Members
Target Audience
Members you would like to reach
(monthly active users)
90,100 Members Content Marketing Engagement
Members who engage with
your content
Like, share, comment, follow, click
Content Marketing Score
Unique Members Engaged = = x Multiplier 750
Active Target Audience
Your Overall Content Marketing Score vs. Your Peers
518
0
100
200
300
400
500
600
700
800
900
CLIENT
CM
S S
co
re
Best in class
influence Weaker content
influence
10 2 of
Peers:
Sony
Microsoft
Dell
Nissan
Oracle
Citi
Amex
Toyota
Salesforce
Your Overall Content Marketing Score
By Target Audience
410
0
200
400
600
800
1,000
1,200
1,400
CLIENT
CM
S S
co
re
Best in class
influence Weaker content
influence
10 5 of
Peers:
WHO: Audience = Decision Makers
Sony
Microsoft
Dell
Nissan
Oracle
Citi
Amex
Toyota
Salesforce
Your Overall Content Marketing Score
By Target Audience and Topic
250
0
200
400
600
800
1,000
1,200
1,400
CLIENT
CM
S S
co
re
Best in class
influence Weaker content
influence
10 7 of
WHO: Audience = Decision Makers WHAT: Topic = Leadership
Peers:
Sony
Microsoft
Dell
Nissan
Oracle
Citi
Amex
Toyota
Salesforce
Who is Best in Class in the Japan?
Your Content Marketing Score By Source
15%
5%
35%
26%
19%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Company Updates Employee Updates Group Activity Sponsored Updates Influencer Posts
Pe
rce
nt
of
CM
S S
co
re
CLIENT
Best in Class
Audiences Engaging With Your Content
0
500
1,000
1,500
2,000
2,500
3,000
High-tech ITDMs SMB CXOs MarketingDMs
SMBs CXOs BDM FinancialServices
Stronger content
influence Weaker content
influence
These Are The Three Levers
That Influence Your CMS
Launch sponsored
update campaigns
Launch follower
campaigns
Post more company
updates
Encourage employees
to post more updates
Improve content quality
& Relevance
Reach Frequency Engagement
X X
Trending Content
1 Who is sharing?
2 What is being shared?
3 What topics is the share
related to?
Venture Capital
Entrepreneurship
Leverage these insights
to guide your content strategy
What should I publish?
Who should I target
with my content?
LinkedIn Business Decision Makers in APAC
are talking about a diverse set of topics
LinkedIn Internal Data based on Member shares from 2/1 through 2/28
mobile devices
cloud computing
advertising
entrepreneurship
leadership
Top Trending Topics
(February 2014)
How to Get Your Employees
to Think Strategically
inc.com
The 7 P’s To Start Your Business
linkedin.com
Hair-Raising Subway Ad Blows Away
the Competition
mashable.com
Cloud boom is on for real,
researcher says
gigaom.com
Apple sells more computers than
all Windows PCs
qz.com
Example Article
Leverage these insights
to guide your content strategy
What should I publish?
Who should I target
with my content?
Leadership content can also be used
beyond Business Decision Makers
Index of Leadership Content as a % of Shares by Audience
100
103
110
120
IT/ENG Function
High-Tech Industry
SBO [1-200]
Individual Contributors
All Members
Business Decision Makers
Financial Services Industry
Sales Function
LinkedIn Internal Data based on Member shares from 2/1 through 2/28
Appendix
Create compelling content that speaks directly to your target
audience.
Which of these was the top content
among CXOs in January?
Which of these was the top content
among the Financial Services Industry in January?