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LinkedIn Marketing Product Ecosystem 2014
 

LinkedIn Marketing Product Ecosystem 2014

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David Thacker, VP Product at LinkedIn, shares updates on LinkedIn Marketing Solutions and presents a look ahead at emerging opportunities for financial services marketers. ...

David Thacker, VP Product at LinkedIn, shares updates on LinkedIn Marketing Solutions and presents a look ahead at emerging opportunities for financial services marketers.

Presented Live at FinanceConnect:14 in New York City - February 13th, 2014

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  • Now, we all know that Trust is essential in relationships. And as finserv marketers, you know how essential trust is for your brand. Without underlying trust, marketing messages ring hollow.  But with a trusted brand, marketing can be truly inspiring.
  • The challenge today is that trust can erode in a flash. Empowered consumers can add their voice to any conversation, at any time.  All it takes is one customer service lapse and a vocal customer, and your brand takes a hit.  It’s also harder to maintain trust with all the distractions the always-on consumer encounters.
  • But don’t despair! You can use social media to build and nurture trusted relationships.  I’m going to share 3 keys with you, in turn: 1. Humanizeyour brand by having your employees actively participate in the conversation2. Sharerelevant content to cement a reputation as a trusted advisor3. Gowhere your customer is to meet them on their on terms
  • So, let’s talk about humanizing your brand.
  • It can start with your leadership team. This slide reflects some of the many business luminaries who are members of our Influencer program. This is truly content unlike anything you get on the web or in print. It’s a differentiated experience that’s caught on fire.
  • It can start with your leadership team. This slide reflects some of the many business luminaries who are members of our Influencer program. This is truly content unlike anything you get on the web or in print. It’s a differentiated experience that’s caught on fire.
  • Here’s are examples from a financial services Influencers, sharing live and direct to our members. This is a unique opportunity for influential leaders to connect directly with the more than 277 million members on our platform.Here you have Walt Bettinger, CEO of Charles Schwab, talking about how vital trust isThen there’s Mohamed El-Erian, who we just saw on this stage, sharing his view on why extending unemployment benefits is good policy. And you have Jamie Dimon, CEO of JP Morgan Chase, talking about how financial services companies can have an impact saving lives. The richness of the discussion on these posts shows that they’re resonating with our members
  • Here’s are examples from a financial services Influencers, sharing live and direct to our members. This is a unique opportunity for influential leaders to connect directly with the more than 277 million members on our platform.Here you have Walt Bettinger, CEO of Charles Schwab, talking about how vital trust isThen there’s Mohamed El-Erian, who we just saw on this stage, sharing his view on why extending unemployment benefits is good policy. And you have Jamie Dimon, CEO of JP Morgan Chase, talking about how financial services companies can have an impact saving lives. The richness of the discussion on these posts shows that they’re resonating with our members
  • Groups are another way to forge these human connections. Here’s an example from HSBC, who created a group focused on international business and trade called HSBC global connections. This group shared rich content and insight that HSBC developed to help members meet each other, engage, and learn how to be coming better at international trade. As you can see, the members are engaged in rich discussions that truly help them open up opportunities in international business.
  • Groups are another way to forge these human connections. Here’s an example from HSBC, who created a group focused on international business and trade called HSBC global connections. This group shared rich content and insight that HSBC developed to help members meet each other, engage, and learn how to be coming better at international trade. As you can see, the members are engaged in rich discussions that truly help them open up opportunities in international business.
  • The second way you build and nurture trusted relationships is by sharing relevant content, becoming that trusted advisor.
  • It starts with your company’s home on LinkedIn. You’re probably familiar with Company Pages. A few months ago, we introduced Showcase Pages, a new way to highlight your individual brands and campaigns with a dedicated page.  Here, Prudential created a Showcase Page for their Bring Your Challenges campaign. This page highlights the financial planning challenges the company is working to address, and features advice and recommendations on how to overcome these challenges.[Sponsored Update appears]This page enables Prudential to share relevant content with all our members who fit their target. They way they do this is with Sponsored Updates, which appear directly in our members’ feeds. Prudential does a great job knowing their audience, and understanding that they’re going to make them more productive. Sponsored Updates allows you to take great content that you already have and get it in front of users.[Social Proof Included appears]Another powerful aspect to sharing relevant content to build trust is that the social proof is built in – when you execute on LI and social platforms. The new form of social proof is “like, comment and share.” People today are less interested in what celebrities care about, they care more about what their network of professionals are talking about. You gain endorsements naturally as part of the social experience – and this is further accelerated when you have GOOD content. The social component of LinkedIn drives more engagement. The comments become the content, and go back into the stream.
  • It starts with your company’s home on LinkedIn. You’re probably familiar with Company Pages. A few months ago, we introduced Showcase Pages, a new way to highlight your individual brands and campaigns with a dedicated page.  Here, Prudential created a Showcase Page for their Bring Your Challenges campaign. This page highlights the financial planning challenges the company is working to address, and features advice and recommendations on how to overcome these challenges.[Sponsored Update appears]This page enables Prudential to share relevant content with all our members who fit their target. They way they do this is with Sponsored Updates, which appear directly in our members’ feeds. Prudential does a great job knowing their audience, and understanding that they’re going to make them more productive. Sponsored Updates allows you to take great content that you already have and get it in front of users.[Social Proof Included appears]Another powerful aspect to sharing relevant content to build trust is that the social proof is built in – when you execute on LI and social platforms. The new form of social proof is “like, comment and share.” People today are less interested in what celebrities care about, they care more about what their network of professionals are talking about. You gain endorsements naturally as part of the social experience – and this is further accelerated when you have GOOD content. The social component of LinkedIn drives more engagement. The comments become the content, and go back into the stream.
  • Relevance is also powered by Insight. There’s no shortage of information in our businesses. The challenge is to zero in on the insight, to separate the signal from the noise.  We’ve developed a tool called Trending Content that you’ll hear move about in my colleague Valter’s breakout this afternoon. Trending Content gives you a view of what topics your audience is engaging with most, based on the specific pieces of content they’re sharing on LinkedIn.  This gives you insight on how to tailor your content to your audience’s interests.
  • Accurate targeting, based on authentic data, is essential to ensuring the relevance of your content marketing.  LinkedIn’s targeting is highly accuratebecause it draws from actual profile data provided and continually updated by our members themselves -- as they showcase their accomplishments (e.g., promotions, earned degrees) For instance, you’ll find no more accurate Company Targeting on the planet than what we have at LinkedIn. You can confidently reach decision-makers and the people who influence purchasing decisions at the companies to which your sales teams believe they can sell.
  • A key driver of building trust with customers is meeting them on their own terms, where they’re already congregating and where their content consumption is moving.
  • Mobile is driving content consumption.As you’d expect, our LinkedIn usage data reflects these same trends.Increasingly, we’re seeing our members access LinkedIn and professionally-relevant content away from the desktop.In Q4 2013, an average of 41 percent of unique visiting members came through mobile apps, versus just 21 percent midway through 2012.So mobile is at the very center of our content strategy. There’s more content consumption on mobile device vs. desktop. So we completely started from scratch with our mobile experience to take into the user experience first and foremost.
  • Mobile is driving content consumption.As you’d expect, our LinkedIn usage data reflects these same trends.Increasingly, we’re seeing our members access LinkedIn and professionally-relevant content away from the desktop.In Q4 2013, an average of 41 percent of unique visiting members came through mobile apps, versus just 21 percent midway through 2012.So mobile is at the very center of our content strategy. There’s more content consumption on mobile device vs. desktop. So we completely started from scratch with our mobile experience to take into the user experience first and foremost.
  • And when you look at the member usage data, you see unique patterns for desktop, mobile and tablet, and we tailor the experience accordingly.  Mobile and Tablet together provide an early morning spike, during the ‘coffee’ part of the day. Mobile holds steady all day, as connected professionals stay glued to their phones. And then during the ‘couch’ phase in the evening, you see this dramatic spike in Tablet use. Sponsored Updates work seamlessly across all devices, so they ensure you’re going where your audience goes.
  • To wrap, I want to spend a minute talking about our investments in making your marketing more effective.
  • We have developed a new way for you to measure your content marketing success.  This quantitative score evaluates your influence on LinkedIn among a target audience over time, using an aggregate score that is benchmarked against your peer group and comes with recommendations on how to improve your content marketing score.  My colleague Valter is going to share much more about this in a breakout this afternoon, so consider this a teaser!
  • Last thing to leave you with – We’re going to be enhancing our plagform across a number of a big product areas in 2014. How we can improve the process. Extending our content marketing platform to handle the end to end process of marketing to prospective and existing customers. It’s a great time to be investing in content marketing on the LinkedIn platform. This is really just the beginning. Thank you very much.

LinkedIn Marketing Product Ecosystem 2014 LinkedIn Marketing Product Ecosystem 2014 Presentation Transcript

  • LinkedIn Product Ecosystem David Thacker VP, Product LinkedIn @DavThack #inFC14
  • Without trust, words become the hollow sound of a wooden gong. With trust, words become life itself. – John Harold Hewitt, Poet #inFC14
  • #inTC14
  • Humanize Share #inFC14 Everywhere
  • Humanize your brand #inFC14
  • Influencers #inFC14
  • #inFC14
  • #inTC14
  • #inTC14
  • #inTC14
  • #inTC14
  • Share relevant content #inFC14
  • Showcase Pages help you connect with specific audiences on LinkedIn #inTC14
  • Social Proof. Included. Like (37) #inTC14  Comment (12)  Share
  • Moving from information to insight creates content relevance Top Trending Topics – FinServ Example Articles January 2014 In Housing, Big Is Back nytimes.com Real estate Rates 5 Things to Watch in Housing in 2014 blogs.wsj.com Loans New Loan Requirements for Getting a Mortgage realtytimes.com 2014 Emerging Markets Outlook linkedin.com Investments Young Boomers, Get to Saving WSJ.com Retirement #inFC14
  • Relevant content powered by accurate targeting Who they are Who they know What they do Profile Connections Behavior #inFC14
  • Go where your audiences go #inFC14
  • Mobile is accelerating content consumption % 41 #inFC14
  • Mobile is accelerating content consumption % 41 of unique visiting members came through mobile apps in Q4 2013 #inFC14
  • Smartphone consumption is always-on 6am 9am #inFC14 12pm 3pm 6pm 9pm
  • We are investing to make marketing more EFFECTIVE #inFC14
  • Content Marketing Score Measure your brand’s influence Score Benchmarking Recommendations Measure your influence Compare to your peers How to improve #inFC14
  • 2014 product focus Targeting Personalization #inFC14 Lead capture Attribution