Influencing Through Content on LinkedIn


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David Hahn, VP of Product Management at LinkedIn, shares inspiring insights about the content on LinkedIn and its ability to influence the world's largest network of professionals.

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  • Groups40M users, 210M memberships in 1.3M groups
  • Redesigned home page100% increase in “social gestures”
  • Influencing Through Content on LinkedIn

    1. 1. Influencing ThroughContent on LinkedIn
    2. 2. David HahnVice President, Product ManagementLinkedIn #inTC12
    3. 3. Our Mission.Connect the world’s professionalsto make them more productive and successful
    4. 4. Be great at what you do.
    5. 5. Our 4 content areas drive professional insights. Influencers Groups News Slideshare
    6. 6. ContentJobs Jobs
    7. 7. Global Monthly Uniques180,000,000160,000,000140,000,000120,000,000100,000,000 80,000,000 60,000,000 40,000,000 20,000,000 0 LinkedIn
    8. 8. 2M +1 1 People Follows Nobel Prize Winner MacArthur “Genius” Influencers 29 NYT Best Seller books 11 Countries
    9. 9. Create long form content from the share box
    10. 10. Try before you buy: Why Smart People &Smart Companies Are Ditching the Interview
    11. 11. How A Behemoth Like Nordstrom Learned to Act Like a Startup
    12. 12. Leaders: You Don’t Have to Be Perfect
    13. 13. Groups40M users 210M memberships 1.3M groups
    14. 14. Diverse professional communities A Truckload, Trucking, Logistics, Supply Chain group The CIO Network group The CPG Supergroup The Rotary Kiln Refractory Problems and Solutions group
    15. 15. High quality discussions MEMBERS CIO Network 67,551 Lou Marcoccio A CIO and IT advisorMany CIOs are abandoning ITIL, while others use itreligiously. Is it still appropriate and why?1 month ago See all 115 comments >>
    16. 16. MEMBERS Information Technology Audit and Governance Group 35,171 Sunil N. IT ConsultantI am looking for some good server monitoringsystem for Windows servers, providing sms andemail alerts…any suggestions?Posted 1 month ago See all 20 comments >>
    17. 17. Slideshare 9M + Content Upload
    18. 18. 76K Views
    19. 19. 43K Views
    20. 20. LinkedIn Today 1.3M + Publishers
    21. 21. Relevance driven by your professional profile Early start-up exec VS. Public relations exec
    22. 22. What’s behind theexplosion of content on LinkedIn?
    23. 23. 2B+ Network Updates 161M + Comscore Viewed Weekly Uniques
    24. 24. Incredible data drives relevance
    25. 25. Have you noticed? The LinkedIn“Endorsement” feature is taking off like a brush fire. Jeremiah Owyang Partner at Altimeter Group
    26. 26. Working everywhere our members work >25% LinkedIn Member Visits Need current footnote/date
    27. 27. 12am1am2am3am4am5am6am7am8am9am10am11am From coffee to couch. Everyday.12pm1pm2pm3pm5pm6pm7pm9pm10pm iPad11pm Desktop
    28. 28. What does LinkedInscontent ecosystem mean for marketers?
    29. 29. Content and connections attract buyers anddecision makers LinkedIn 214 Pinterest 149 Facebook 112 Twitter 104Source: comScore, US buying power index (BPI) for social networks, September 2012.Note: Average spending per buyer for site/average spending per buyer for total internet x100; 100=average spending behavior.
    30. 30. Spend time vs. Invest time
    31. 31. LinkedIn Confidential ©2013 All Rights Reserved