”How can (Danish) companies use LinkedIn to develop and
support their businesses?”
James Gill 07.04.2014
Your buyers behaviour has
changed forever
1) Research 3) Brand Contact
Purchase
Decision
2) Consideration
60%
through the decision making
process
Consumers are a lo...
The world of work has changed
forever too
Personal vs Professional Mindset
Emotions on professional
networks are just below
the surface…
Career
Info
Identity Networks Knowledge
277m members
6X
JOBS
CONTENT
10
©2012 LinkedIn Corporation.
All Rights Reserved.
11
©2012 LinkedIn Corporation.
All Rights Reserved.
12
TRUST
Trust breeds advocacy
1. Value the Who
2. Be helpful!
3. Be the editor
3. Be the editor
4. Make it snackable
Easily Consumed
‘The Wrapper’
Clear Value
‘The Chocolate’
The net effect of good, relevant
content
Increased
referral traffic
Social
engagement
Higher
quality leads
©2013 LinkedIn Corporation. All Rights
Reserved.
Organic postsPerforming audience extension
Blackberry - SponsoredBlackber...
400%
More of the right leads from
LinkedIn
Just a few of the brands achieving
great results
50%
received low effectiveness rating
87%
of survey respondents use social
media for content distribution.
B2B Content Mar...
Know where you are, and
what to do
12,000,000 members
90,010 members
Target Audience
Members you would like to reach
(mont...
Understand how to say it
Top Trending Topics
(March 2014)
big data
mobile devices
leadership
android
cloud computing
Examp...
Our Mission.
Connect the world’s professionals to make
them more productive and successful
Working with Partners
In summary
1. Consumers are empowered
2. Content is King
3. Context is Queen
Thank you –
jgill@linkedin.com
Ekslusivt Linkedln indblik_JamesGill
Ekslusivt Linkedln indblik_JamesGill
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Ekslusivt Linkedln indblik_JamesGill

  1. 1. ”How can (Danish) companies use LinkedIn to develop and support their businesses?” James Gill 07.04.2014
  2. 2. Your buyers behaviour has changed forever
  3. 3. 1) Research 3) Brand Contact Purchase Decision 2) Consideration 60% through the decision making process Consumers are a long way through the buying process before they connect with your company
  4. 4. The world of work has changed forever too
  5. 5. Personal vs Professional Mindset
  6. 6. Emotions on professional networks are just below the surface… Career Info
  7. 7. Identity Networks Knowledge 277m members
  8. 8. 6X JOBS CONTENT 10
  9. 9. ©2012 LinkedIn Corporation. All Rights Reserved. 11
  10. 10. ©2012 LinkedIn Corporation. All Rights Reserved. 12 TRUST Trust breeds advocacy
  11. 11. 1. Value the Who
  12. 12. 2. Be helpful!
  13. 13. 3. Be the editor
  14. 14. 3. Be the editor
  15. 15. 4. Make it snackable Easily Consumed ‘The Wrapper’ Clear Value ‘The Chocolate’
  16. 16. The net effect of good, relevant content Increased referral traffic Social engagement Higher quality leads
  17. 17. ©2013 LinkedIn Corporation. All Rights Reserved. Organic postsPerforming audience extension Blackberry - SponsoredBlackberry - Sponsored
  18. 18. 400% More of the right leads from LinkedIn
  19. 19. Just a few of the brands achieving great results
  20. 20. 50% received low effectiveness rating 87% of survey respondents use social media for content distribution. B2B Content Marketing Trends
  21. 21. Know where you are, and what to do 12,000,000 members 90,010 members Target Audience Members you would like to reach (monthly active users) Content Marketing Engagement Members who engage with your content Your target audience Like, share, comment, follow, click Content Marketing Score Unique Members Engaged = =x Multiplier 4425Active Target Audience 23
  22. 22. Understand how to say it Top Trending Topics (March 2014) big data mobile devices leadership android cloud computing Example Articles per Trending Topic • Five Game-Changing Predictions for IT in 2014 : cioinsight.com • Virtualization vs. Cloud Computing: What's the Difference? : businessnewsdaily.com • Why Nest will be bigger for Google than Android : qz.com • Google Ends Its Motorola Misadventure : businessweek.com • Are You the Smartest Person in the Room? Let's Hope Not : linkedin.com • Don't Fall In To These Leadership Traps In 2014 : forbes.com • Enterprise Architecture: Getting Organized For The New Year : forbes.com • Mobile-First Is Old News. Think Platform-First. : linkedin.com • MIT to offer its first professional MOOC in big data : gigaom.com • 2014: The Year Big Data Adoption Goes Mainstream In The Enterprise : forbes.com 24
  23. 23. Our Mission. Connect the world’s professionals to make them more productive and successful
  24. 24. Working with Partners
  25. 25. In summary 1. Consumers are empowered 2. Content is King 3. Context is Queen
  26. 26. Thank you – jgill@linkedin.com

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