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An introduction to
The Agenda
1. LinkedIn Overview2. How Brands use LinkedIn3. How can we work together?4. The LinkedIn Advantage5. Requirement
Connect the world’s professionals to make them more productive and successful
Our Mission
9.8M+Canada
102M+
USA
17MBrazil
15.8MUK
26M+India
4.8M+
China
5.8M+
Australia
1.2MSingapore
3.2M+Indonesia
2.4M+Philippines
1M+Japan
3.1M+
South Africa
820kKorea
1.7M+Malaysia
>2 NewMembers per second
54M+Members in APAC
300M+Members worldwide
Source: LinkedIn Internal Data Mar 2014
850kThailand
720kVietnam
More than 50% mobile by 2014
KnowledgeBe the definitive
professional publishing platform
NetworksConnect all of the
world’s professionals
IdentityBe the professional
profile of record
Professionals use LinkedIn because they find value across
How are
BRANDSEngaging this Audience?
Showcase Pages
Company Pages: The Launching Pad for Content
Over 80% of impressions of brand content occur in the newsfeed
Showcase PagesAcura Company Page
Sponsored Updates
Consumption Priorities for Users
Network Updates1
LinkedIn Pulse &
Influencers
2 Brand Content3
75%+ of engagement happening on mobile with SU
Native is more than just an ad format. It goes back to matching context- being helpful, inspirational, and aspirational.
Leveraging LinkedIn’s data
16
Profile data drives relevancyEarly start-up exec
Finance execVS.
Sponsored Updates
Sponsored UpdatesAudi talks about Product Features
Sponsored UpdatesMercedes Product Launch
Sponsored UpdatesNissan promotes the ‘Design Your Life’ Contest
Spotlight Ads
Spotlight Ads
Custom Apps
Custom Apps
Career Defining Moments
10X Viral Reach via
Earned Media
Custom Apps
Members were targeted using Spotlight Ads & Sponsored Updates
Career Defining Moments
Once on the property they were asked to Log in with
The Member signs in and allows the application to access his/her profile and network
The member interacts with the
property
An InMail goes out to the connections s/he invited
An update goes out to the network
Custom Apps
Who Deserves a Break in Oz?
10X Viral Reach via
Earned Media
Custom AppsWho Deserves a Break in Oz?
Once on the property they were asked to Log in with
The Member signs in and allows the application to access his/her profile and network
The member then had to nominate connections for a
break in Oz
An InMail goes out to the connections s/he nominated
An update goes out to the network
Members were targeted using Spotlight Ads & Sponsored Updates
Custom Apps
Most Fashionable Professional
10X Viral Reach via
Earned Media
Custom AppsMost Fashionable Professional
Once on the property they were asked to Log in with
The Member signs in and allows the application to access his/her profile and network
The member then had to nominate the
most fashionable connections
An InMail goes out to the connections s/he nominated
An update goes out to the network
Members were targeted using Spotlight Ads & Sponsored Updates
Custom Apps
Tata Motors ZestLaunch Vehicle
10X Viral Reach via
Earned Media
Custom AppsTata Motors Zest – Launch
Once on the property they were asked to Log in with
The Member signs in and allows the application to access his/her profile and network
The entire experience was customised based on the member’s data
An update goes out to the network
Members were targeted using Spotlight Ads & Sponsored Updates
Examples of how brands used LinkedIn APIs to effectively engage their consumers
Bite Sized Content
Bite Sized Content
Videos are often filled with interesting content users want to consume but are
very lengthy.
Bite Sized Content
One Video
Bite Sized Relevant Videos
Rich Image Based Content
LinkedIn Powered Events
Events
Events
Content Hub/Event Website
Sponsored InMail
Sponsored Updates
BEFORE THE
EVENT
Events
DURINGTHE
EVENT
Sponsored Updates
Networking
eDM
Events
AFTERTHE
EVENT
Sponsored Updates
Content Digest
Downloadable Content
Watch. Win.
Watch. Win.
Hope you’ve been paying attention. Answer this question to proceed.
Get all 3 answers right and this phone can be yours!
The iPhone 5 camera is: 8 megapixels 10 megapixels 13 megapixels
Watch. Win.
The member is directed to the property via a Sponsored Update or Spotlight Ads.
Once on the property they will have to sign in with LinkedIn to
participate
Once signed in, they can proceed to watch the video.
At pre-assigned intervals, questions will be asked based
on what the user has just seen.
An update will go to the user’s network stream, thus bringing
in more users to the site.
The
Advantage
Trending Content
Trending Content
Identify the top topics being shared on LinkedIn by audience (not company!)1
See what the top articles are within each trending content category2
Compare the content preference of different audiences 3
Trending Content
Leverage these insights to guide your content strategy
What should I publish?
Who should I target with my content?
Trending ContentLinkedIn CXO Members in North America are talking about a diverse set of
topics
Content Marketing Score
Content Marketing Score
A monthly score that quantifies and benchmarks the influence companies have on LinkedIn
1
A score that can be filtered by audience2
A score that is stacked up against acompetitive set3
ExampleContent Marketing ScoreContent Marketing Score for ITDM Professionals vs. Peers (December,
2013)
ExampleContent Marketing ScoreEngagement with them is driven largely by a focus on updates
(December, 2013)
ExampleContent Marketing Score
These are the three levers that influence CMS
Requirement
Team Requirements
Project Manager
Technology Teams
Content Writers
QC Teams
Designers
Strategist
Thank You
