Changing the Game Through Content

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Changing the Game Through Content

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Changing the Game Through Content
Presented by Hari Krishnan, Managing Director, Asia Pacific & Japan, LinkedIn
hongkong connect 2013

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  • 1. Changing the Game Through Content Hari Krishnan Managing Director, Asia Pacific & Japan, LinkedIn
  • 2. Your buyers’ behavior is forever changed 2
  • 3. Buyers are highly informed, savvy and influential Research Consideration 60% Brand Contact Purchase Decision through the decision making process 3
  • 4. Content is more critical than ever for marketing success 4
  • 5. Content Marketing is growing in prominence % 34.8 18.9 2013 2012 Focus nearly doubled 2013 State of Content Marketing Study – Feb 2013 eMarketer 5
  • 6. LinkedIn's content evolution Marketing opportunity Valuing reach + context 6
  • 7. 7
  • 8. Content Evolution: Editors are being replaced by your network. 8
  • 9. 9
  • 10. Content Evolution: Exclusive content is magnetic 10
  • 11. Influencers
  • 12. Five top tips to starting a successful business 12
  • 13. Japan's New Growth Strategy: Bringing Rapid Reform To the Country
  • 14. Why Most of Our Business Will be in Fast-Growth Markets and Digital Within 5 years 14
  • 15. Content Evolution: Mobile is accelerating content consumption
  • 16. Mobile is booming in APAC – 1Bn by 2015 Smartphone Users in APAC (Millions) +10% +11% +14% +23% +21% +81% 1,266 1,154 1,038 909 738 609 336 2011 2012 2013 2014 2015 2016 2017 Source: eMarketer, May 2013 16
  • 17. JOBS CONTENT Content is our core 6X more engagement with content vs jobs 17
  • 18. Relevant Content builds the bridge to meaningful relationships
  • 19. Content Evolution: Marketing is a First Class Citizen 19
  • 20. Your content driving results in the LinkedIn feed 20
  • 21. Your content driving results in the LinkedIn feed 21
  • 22. Integrate and amplify content from SlideShare
  • 23. Brand results and advocacy from LinkedIn followers  112% increase in CXO followers  15% higher engagement rate with CXOs vs. non-CXO followers  Followers 2.5X more likely to recommend HP solutions “We can have dialogues with potential customers in a way that encourages organic growth of the community.” Bryna Corcoran Digital Marketing and Social Media Strategist, HP
  • 24. Deepen the conversation with groups Professional Woman’s Network 165,381 members 1,181 comments last week 2X More Engagement than average Group 47% Higher Unaided Brand Awareness 24
  • 25. Content Marketing: Social Proof. Included. 25
  • 26. 26
  • 27. Like Comment Share 27
  • 28. Content Marketing: Your content can be amplified outside of LinkedIn.
  • 29. 29
  • 30. How to make content work for you? 30
  • 31. 1. Make your customers more productive and successful 31
  • 32. 2. Be the editor 32
  • 33. 3. Make it snackable 33
  • 34. 4. Value the “who” 34
  • 35. 1 of every 3 professionals on the planet is LinkedIn
  • 36. Our Mission. Connect the world’s professionals to make them more productive and successful 36