Nyenrode sessie juli 2014

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Connect the world’s professionals to

make them more productive and

successful

Our mission

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The professional profile of record

Connect all of the world's professionals

Identity Networks KnowledgeThe definitive professional

publishing platform

THE ECONOMIC GRAPH

Evolution of Professional Content

Content Marketing on LinkedIn: WHY

Content Marketing on LinkedIn: HOW

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Professional Content Consumption Report 2014

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In the past, there were few sources for content

TV Print Radio

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Now, the internet provides a sea of information

that requires filtering Internet

Websites or Apps

Content

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Social networks are now the dominate portals for

discovering content

Content

Several years ago, LinkedIn began a transformation

2006

Identity

Network

Knowledge

2014

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And ultimately evolved into a content platform

500 LinkedIn Influencers

Pulse: News AggregatorSlideShare

1.5MM+ sites use InShare

That is globally recognised and trusted

Trustworthy

78 192013 MillwardBrown Digital study on 1,100 US adult internet users

Top 100 global brand

SOCIAL NETWORK ASSOCIATION AS “A TRUSTWORTHY SOURCE OF PROFESSIONAL CONTENT”

And increasingly delivering content via mobile

Mobile Traffic

Content Marketing on LinkedIn: WHY2

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Study: >6,000 LinkedIn members across 8 markets

We surveyed members who regularly consumed content

in the LinkedIn homepage feed (desktop or mobile)

Mean survey time was ~10 mins. Respondents with nonsensical answers or extremely short or long completion times (<4 mins or >12 hours) were removed.Participants received $5 to $25 for their participation depending on their title. Response rates ranged from 4.8% to 6.8% depending on the country. Seniority was used to weight the data when estimating population statistics.

United States

Sample Size

2,701

Canada

Sample Size

472

Brazil

Sample Size

483

Australia

Sample Size

480

Singapore

& Hong Kong

Sample Size

457

France

Sample Size

497

Benelux

Sample Size

483

UK

Sample Size

485

These members are wealthy and influential professionals

1 in 5 Director+1 in 3 Manager+

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LinkedIn is their primary choice for professionally-

relevant content

N = 6,058; data weighted to reflect active LinkedIn members.

91%

61%50%

36%30%

24% 22% 19%13%

In a typically work week (Monday through Sunday), what sources do you use to access professionally relevant content?

Consuming professional content is vital to their success

Mean # of hours spent

consuming professionally-

relevant content per week

= 1 working

day per

week

More than half of our members follow companies – in the hunt for

new product information, company news and industry trends ..

58%of Dutch members are

currently following

companies on LinkedIn

Most sought after content types from companies

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Companies Audience

Content

RelationshipsRelationships

Content Marketing on LinkedIn: HOW3

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What type of content should I

create for my target audience?

Benefits they experience by consuming content on LinkedIn

Enhances

Knowledge

Strengthens

Networks

Boosts

Personas

Keeping up with industry News

Discover new ideas within industry

Build relationships with colleagues/clients

Spark conversations

Build professional reputation

Improve current job skills

77%

71%

62%

43%

55%

39%Mean survey time was ~10 mins. Respondents with nonsensical answers or extremely short or long completion times (<4 mins or >12 hours) were removed.Participants received $5 to $25 for their participation depending on their title. Response rates ranged from 4.8% to 6.8% depending on the country. Seniority was used to weight the data when estimating population statistics.

39%

Positions member as

thought leader

62%

Enhances member’s

professional reputation

63%

Increases member visibility

Benefits experienced by sharing content on LinkedIn

Mean survey time was ~10 mins. Respondents with nonsensical answers or extremely short or long completion times (<4 mins or >12 hours) were removed.Participants received $5 to $25 for their participation depending on their title. Response rates ranged from 4.8% to 6.8% depending on the country. Seniority was used to weight the data when estimating population statistics.

75%

Content they prefer to click on and share

New research

39%

71%

66%

59%

58%

55%

Breaking news

Case studies

55%

Career advice

36%

49%

49%

39%

Produced by business Leader

Brief, concise in length

Click

Share

Popular content types for gaining knowledge

Popular content types for helping decision-making

Mean survey time was ~10 mins. Respondents with nonsensical answers or extremely short or long completion times (<4 mins or >12 hours) were removed.Participants received $5 to $25 for their participation depending on their title. Response rates ranged from 4.8% to 6.8% depending on the country. Seniority was used to weight the data when estimating population statistics.

EMEA Top Sponsored Updates in May 2014

Checklist for creating content that resonates

CMS addresses Key Questions like:

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?

One More Thing……

emea.marketing.linkedin.com

Thank You