Changing the Game Through Content

Hari Krishnan
Managing Director,
Asia Pacific & Japan,
LinkedIn
Your buyers’ behavior is forever changed

2
Buyers are highly informed, savvy and influential
Research

Consideration

60%

Brand Contact

Purchase
Decision

through ...
Content is more critical than ever for marketing success

4
Content Marketing is growing in prominence

%
34.8
18.9
2013
2012

Focus nearly
doubled

2013 State of Content Marketing S...
LinkedIn's content evolution

Marketing opportunity
Valuing reach + context
6
7
Content Evolution:
Editors are being replaced by your network.

8
9
Content Evolution:

Exclusive content is magnetic
10
Influencers
Five top tips to starting a successful business

12
Japan's New Growth Strategy: Bringing Rapid Reform
To the Country
Why Most of Our Business Will be in Fast-Growth Markets
and Digital Within 5 years

14
Content Evolution:
Mobile is accelerating content consumption
Mobile is booming in APAC – 1Bn by 2015
Smartphone Users in APAC (Millions)
+10%
+11%
+14%
+23%
+21%

+81%

1,266

1,154

...
JOBS

CONTENT

Content is our core

6X

more engagement
with content vs jobs

17
Relevant Content builds the bridge
to meaningful relationships
Content Evolution:

Marketing is a First Class Citizen

19
Your content driving results in the LinkedIn feed

20
Your content driving results in the LinkedIn feed

21
Integrate and amplify content from SlideShare
Brand results and advocacy from LinkedIn followers

 112% increase in CXO followers

 15% higher engagement rate with CX...
Deepen the conversation with groups
Professional Woman’s Network

165,381
members

1,181
comments last week

2X
More Engag...
Content Marketing:

Social Proof. Included.
25
26
Like

Comment

Share

27
Content Marketing:
Your content can be
amplified outside of LinkedIn.
29
How to make content work for you?

30
1.

Make your customers more productive
and successful

31
2.

Be the editor

32
3.

Make it snackable

33
4.

Value the “who”

34
1 of every 3
professionals
on the planet is LinkedIn
Our Mission.
Connect the world’s professionals
to make them more productive and successful

36
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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

Published in: Marketing, Technology, Business
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Changing the Game Through Content

  1. 1. Changing the Game Through Content Hari Krishnan Managing Director, Asia Pacific & Japan, LinkedIn
  2. 2. Your buyers’ behavior is forever changed 2
  3. 3. Buyers are highly informed, savvy and influential Research Consideration 60% Brand Contact Purchase Decision through the decision making process 3
  4. 4. Content is more critical than ever for marketing success 4
  5. 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. 6. LinkedIn's content evolution Marketing opportunity Valuing reach + context 6
  7. 7. 7
  8. 8. Content Evolution: Editors are being replaced by your network. 8
  9. 9. 9
  10. 10. Content Evolution: Exclusive content is magnetic 10
  11. 11. Influencers
  12. 12. Five top tips to starting a successful business 12
  13. 13. Japan's New Growth Strategy: Bringing Rapid Reform To the Country
  14. 14. Why Most of Our Business Will be in Fast-Growth Markets and Digital Within 5 years 14
  15. 15. Content Evolution: Mobile is accelerating content consumption
  16. 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. 17. JOBS CONTENT Content is our core 6X more engagement with content vs jobs 17
  18. 18. Relevant Content builds the bridge to meaningful relationships
  19. 19. Content Evolution: Marketing is a First Class Citizen 19
  20. 20. Your content driving results in the LinkedIn feed 20
  21. 21. Your content driving results in the LinkedIn feed 21
  22. 22. Integrate and amplify content from SlideShare
  23. 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. 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. 25. Content Marketing: Social Proof. Included. 25
  26. 26. 26
  27. 27. Like Comment Share 27
  28. 28. Content Marketing: Your content can be amplified outside of LinkedIn.
  29. 29. 29
  30. 30. How to make content work for you? 30
  31. 31. 1. Make your customers more productive and successful 31
  32. 32. 2. Be the editor 32
  33. 33. 3. Make it snackable 33
  34. 34. 4. Value the “who” 34
  35. 35. 1 of every 3 professionals on the planet is LinkedIn
  36. 36. Our Mission. Connect the world’s professionals to make them more productive and successful 36
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