View
270
Download
1
Embed Size (px)
DESCRIPTION
View the presentation that was given at FinanceConnect Sydney on Thursday May 1 by Valter Sciarrillo and Ben Russell. This presentation demonstrates how LinkedIn's content marketing tools; Content Marketing Score and Trending Content can be used by marketers to measure the effectiveness of their content to power a more effective brand strategy.
Citation preview
#inFC14
Ben Russell Insights Analyst, LMS
LinkedIn@eveningespresso
Valter Sciarrillo Head of Measurement, LMS
LinkedIn@vsciarrilo
Content Marketing to Power Your Brand Strategy
Content is Our Core
6XMore engagement with content vs. jobs
Brands3.0M Company PagesSponsored + Organic UpdatesSlideShare 2.1M Groups
Thought Leaders
450+ Influencers
News 1.5MM Publishers
PeersConnectionsEmployeesGroups
#inFC14
Content Marketing Score: A Score that quantifies and benchmarks the
influence your company has on LinkedIn through your content marketing
#inFC14
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 are my employees??
#inFC14
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
#inFC14
Your Content Marketing Score measures within yourtarget audience, WHO engages with your content
(Business Decision Makers)
12,000,000 Members
Target Audience Members you would like to reach(monthly active users)
90,100 MembersContent Marketing EngagementMembers who engage with your content
Like, share, comment, follow, click
Content Marketing ScoreUnique Members Engaged
= =x Multiplier 750750Active Target Audience
#inFC14
Your Overall Content Marketing Score vs. Your Peers
CLIENT0
100
200
300
400
500
600
700
800
900
518
CM
S S
co
re
Best in class influence
Weaker content influence
102of
Peers:
Blackrock
Microsoft
Dell
Cap Gemini
Oracle
Citi
Amex
Accenture
Salesforce
#inFC14
Your Overall Content Marketing Score By Target Audience
CLIENT0
200
400
600
800
1,000
1,200
1,400
410CM
S S
co
re
Best in class influence
Weaker content influence
105of
Peers:
WHO: Audience = Decision Makers
Blackrock
Microsoft
Dell
Cap Gemini
Oracle
Citi
Amex
Accenture
Salesforce
#inFC14
Your Content Marketing Score By Source
Company Updates Employee Updates Group Activity Sponsored Updates Influencer Posts0%
5%
10%
15%
20%
25%
30%
35%
40%
15%
5%
35%
26%
19%
CLIENT
Best in Class
Pe
rce
nt
of
CM
S S
co
re
#inFC14
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
ReachReach FrequencyFrequency EngagementEngagement
XX
#inFC14
This is How You Compare Against Your Peers in Reach, Frequency and Engagement
Client
Unique Users Rea...0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
Unique Engaged ...0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
Status Updates per...0
50
100
150
200
250
Peer Group Average Peer Group Leader
Reach Frequency Engagement
#inFC14
A tool that informs you about content trends and guides your content strategy
#inFC14
Trending Content is intended to guide content marketing strategy and execution for both the short and long term
Spiking Trend Long-Term Trending Topic
Pop
ular
ity
Time Period
Catching trending topics Defining content strategy
#inFC14
Trending Content
1 Who is sharing?
2 What is being shared?
3 Which topics is the content related to?
Venture Capital
Entrepreneurship
#inFC14
What are Financial Services Professionals in Australia interested in consuming and sharing?
Employee Engagement
Real-Estate
Rates
Financial Advisory
Leadership
Most Shared Articles about Leadership
1. The Best Leaders Make Unforgettable First Impressions (Forbes)
2. Successful Organizations Need Leaders At All Levels (Forbes)
3. Traits of a Motivated Leader (LinkedIn Influencer)
4. Leadership: How to Get From Good to Great (Inc)
5. Six things that will demoralise staff (The Age)
Trending Topics (Last 30 Days)
LinkedIn Internal Data based on Member shares from 17/3-17/4#inFC14
Who should I target with Wealth Management content?
Index of Wealth Management as a % of Shares by Audience
Students
Sales Professionals
All Members
Business Travelers
Business Decision Makers
Ex-Patriates
Financial Advisors
Institutional Investors
LinkedIn Internal Data based on Member shares from 2/1 through 2/28#inFC14