Changing the Game Through Content
 

Changing the Game Through Content

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Changing the Game Through Content

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

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Changing the Game Through Content Changing the Game Through Content Presentation Transcript

  • 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 the decision making process 3
  • 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 Study – Feb 2013 eMarketer 5
  • 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 1,038 909 738 609 336 2011 2012 2013 2014 2015 2016 2017 Source: eMarketer, May 2013 16
  • 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 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
  • 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
  • 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