The LinkedIn Consumer Content
Story and Why it Matters to You
Ryan Roslansky
Head of Content Products

Tomer Cohen
Mobile ...
Our Mission

Connect the world’s professionals
to make them more productive
and successful.

#intalent
Then…

#intalent
Our Mission

Connect the world’s professionals
to make them more productive
and successful.

#intalent
Now.

#intalent
Content Evolution

• Publishing content and conversation on LinkedIn
• Relevant personalized content
• Mobile Distribution...
Publishing Content on LinkedIn

Original content is magnetic.
#intalent
Publishing Content on LinkedIn

Influencers
The biggest names in the professional world contributing knowledge and insight...
Publishing Content on LinkedIn

#intalent
Publishing Content on LinkedIn

#intalent
Publishing Content on LinkedIn

#intalent
Publishing Content on LinkedIn

#intalent
Publishing Content on LinkedIn

#intalent
Publishing Content on LinkedIn

#intalent
Publishing Content on LinkedIn

#intalent
Publishing Content on LinkedIn

#intalent
Publishing Content on LinkedIn

“In short time posting on
LinkedIn, quality of comments is
higher than anything I've seen ...
Publishing Content on LinkedIn

Stand out by adding rich visual elements to your profile

#intalent
Publishing Content on LinkedIn

#intalent
Publishing Content on LinkedIn

#intalent
Publishing Content on LinkedIn

#intalent
Publishing Content on LinkedIn

#intalent
Publishing Content on LinkedIn
Conversation

2M+

Groups
Created

200+

Conversations
Every Minute

#intalent
Publishing Content on LinkedIn

#intalent
Publishing Content on LinkedIn

10M+

Uploads
publicly

62M+

Monthly Unique
Visitors*
*June 2013 comSore

#intalent
Publishing Content on LinkedIn

#intalent
Relevant, Personalized Content

Editors are being replaced by your network.
#intalent
Relevant, Personalized Content

One size does not fit all
#intalent
Relevant, Personalized Content
Early start-up exec

VS.
Finance exec

Who you are drives the content you receive
#intalent
Relevant, Personalized Content

Easy, discoverable topical channels accessed seamlessly across access points
#intalent
Relevant, Personalized Content

#intalent
Relevant, Personalized Content

#intalent
Relevant, Personalized Content

#intalent
Relevant, Personalized Content

#intalent
Seamless Distribution

Mobile is accelerating content consumption.
#intalent
Mobile changes the World

Print
1500

Mobile is the 7th mass media revolution

#intalent
2012

2016

PC

Tablet

Per day…

378K
1.3M

Smart phone

= 100M

371K

Sources: IDC March 2012, Gartner April 2013,

Ever...
On mobile, content is king

78%
EMAIL

57%
GENERAL SEARCH

73%
WEB BROWSING

46%
LOCAL SEARCH

64%
MAPS/DIRECTIONS

44%
RE...
82% of U.S. adults own a cellphone.
91% of them have their phone within arm’s reach.

Source: http://pewinternet.org/Repor...
A day in a life of a mobile user.

Tablet

Phone
Desktop

3a
m

6a
m

9a
m

12pm

3pm

6pm

9pm

Midnigh
t
#intalent
Desktop = 9-to-5 Workday

DESKTOP

3a
m

6a
m

9a
m

12pm

3pm

6pm

9pm

Midnigh
t
#intalent
Phone = Always On

PHONE

3a
m

6a
m

9a
m

12pm

3pm

6pm

9pm

Midnigh
t
#intalent
Tablet = Coffee and Couch

TABLET

3a
m

6a
m

9a
m

12pm

3pm

6pm

9pm

Midnigh
t
#intalent
Being Truly Mobile.

Shop, pay, collect, learn, navigate,…

#intalent
Mobile changes LinkedIn.
#intalent
Mobile as % of total weekly unique users
33%

Q2-2013

8%
Q1-2011

Mobile is the fastest consumer product on LinkedIn

#in...
Product evolution
2010

v1.0 – Dashboard with 12 utilities

#intalent
Product evolution
August 2011

Simplify

#intalent
Product evolution
April 2012

Shift focus to content

#intalent
Product evolution
April 2013

Design for the member

#intalent
Leapfrog Strategy
July 2012

“Katify”

#intalent
Seamless distribution
2010

August 2011

April 2012

July 2012

April 2013

Virtuous innovation cycle

#intalent
Mobile changes Content.
#intalent
Desktop

Phone

Television

Phone leads daily content consumption across desktop, television and tablet.
Source: http://ww...
The smaller the bigger

With 65% of the screen real-estate, content is now more front and center than ever.

#intalent
The average mobile session last 4.1 minutes

Source: http://blog.flurry.com/bid/90987/The-Truth-About-Cats-and-Dogs-Smartp...
140

1

5

6

characters

minute

seconds

seconds

Design for short digestible nuggets.

#intalent
Companies are first class citizens in the content ecosystem.
#intalent
Companies are first class citizens in the content ecosystem

#intalent
Companies are first class citizens in the content ecosystem

#intalent
Why is content so important to LinkedIn?

Increasing the talent pool on LinkedIn is
vital to your success…

#intalent
Why is content so important to LinkedIn?

Passive candidates by nature passive
don’t visit a “job” site….

#intalent
Why is content so important to LinkedIn?

But every professional consumes
content on a daily basis…

#intalent
Why is content so important to LinkedIn?

So what happens when you can start to
engage the worlds professionals
frequently...
Why is content so important to LinkedIn?

They visit LinkedIn more frequently

#intalent
Why is content so important to LinkedIn?

They spend more time on the
platform, keep their profiles up to date

#intalent
Why is content so important to LinkedIn?

They connect more and invite more
people to join LinkedIn

#intalent
Why is content so important to LinkedIn?

Increasing the engagement with
LinkedIn allows us to provide you
access to the w...
Our Mission

Connect the world’s professionals
to make them more productive
and successful.

#intalent
#intalent
The LinkedIn Consumer Story: Why it Matters to You
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The LinkedIn Consumer Story: Why it Matters to You

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Learn about LinkedIn’s consumer and content strategies and why they matter to you.

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  • To start this story I want to reground us with the mission of LinkedIn. (you may have heard this a few times today)There are two parts to our mission statement, but I am going to quickly pause on the first part – Connect the world’s professionals. We’ve always known that if we can execute on this part of the mission we would be in a solid position to do many great things for professionals moving forward.
  • That’s why for a long time, this was the LinkedIn homepage. A page dedicated to signing up, creating a profile and connecting. And now as over 230M professionals have joined LinkedIn, with over 2 joining every second, it’s time to start focusing on the second line of our mission statement
  • Make the world’s professionals more productive and successful… Not just when they are trying to create an online identity. Not just whey they are trying to build a network. But on a daily basis – whether they are trying to find a new job, or trying to become more successful in the job they currently have.
  • That’s why the LinkedIn homepage looks like this today. Network and identity still play a major role in our value proposition. But now so does content and activity that is relevant and important to make professionals more productive and succsesful on a daily basis.
  • http://www.mobilemarketer.com/cms/news/social-networks/14913.htmlhttp://www.wired.com/wiredscience/2011/08/how-long-should-you-make-that-youtube-video/http://blog.flurry.com/?Tag=Usage%20StatisticsSimple – dead simple – keep simple simple
  • The LinkedIn Consumer Story: Why it Matters to You

    1. 1. The LinkedIn Consumer Content Story and Why it Matters to You Ryan Roslansky Head of Content Products Tomer Cohen Mobile Product Lead #intalent
    2. 2. Our Mission Connect the world’s professionals to make them more productive and successful. #intalent
    3. 3. Then… #intalent
    4. 4. Our Mission Connect the world’s professionals to make them more productive and successful. #intalent
    5. 5. Now. #intalent
    6. 6. Inform, educate, and inspire professionals through content. #intalent
    7. 7. Content Evolution • Publishing content and conversation on LinkedIn • Relevant personalized content • Mobile Distribution • Companies are first class citizens in the content ecosystem #intalent
    8. 8. Publishing Content on LinkedIn Original content is magnetic. #intalent
    9. 9. Publishing Content on LinkedIn Influencers The biggest names in the professional world contributing knowledge and insight on LinkedIn #intalent
    10. 10. Publishing Content on LinkedIn #intalent
    11. 11. Publishing Content on LinkedIn #intalent
    12. 12. Publishing Content on LinkedIn #intalent
    13. 13. Publishing Content on LinkedIn #intalent
    14. 14. Publishing Content on LinkedIn #intalent
    15. 15. Publishing Content on LinkedIn #intalent
    16. 16. Publishing Content on LinkedIn #intalent
    17. 17. Publishing Content on LinkedIn #intalent
    18. 18. Publishing Content on LinkedIn “In short time posting on LinkedIn, quality of comments is higher than anything I've seen in 12+ yrs of online journalism.” Herb Greenberg - CNBC #intalent
    19. 19. Publishing Content on LinkedIn Stand out by adding rich visual elements to your profile #intalent
    20. 20. Publishing Content on LinkedIn #intalent
    21. 21. Publishing Content on LinkedIn #intalent
    22. 22. Publishing Content on LinkedIn #intalent
    23. 23. Publishing Content on LinkedIn #intalent
    24. 24. Publishing Content on LinkedIn Conversation 2M+ Groups Created 200+ Conversations Every Minute #intalent
    25. 25. Publishing Content on LinkedIn #intalent
    26. 26. Publishing Content on LinkedIn 10M+ Uploads publicly 62M+ Monthly Unique Visitors* *June 2013 comSore #intalent
    27. 27. Publishing Content on LinkedIn #intalent
    28. 28. Relevant, Personalized Content Editors are being replaced by your network. #intalent
    29. 29. Relevant, Personalized Content One size does not fit all #intalent
    30. 30. Relevant, Personalized Content Early start-up exec VS. Finance exec Who you are drives the content you receive #intalent
    31. 31. Relevant, Personalized Content Easy, discoverable topical channels accessed seamlessly across access points #intalent
    32. 32. Relevant, Personalized Content #intalent
    33. 33. Relevant, Personalized Content #intalent
    34. 34. Relevant, Personalized Content #intalent
    35. 35. Relevant, Personalized Content #intalent
    36. 36. Seamless Distribution Mobile is accelerating content consumption. #intalent
    37. 37. Mobile changes the World Print 1500 Mobile is the 7th mass media revolution #intalent
    38. 38. 2012 2016 PC Tablet Per day… 378K 1.3M Smart phone = 100M 371K Sources: IDC March 2012, Gartner April 2013, Every day there are 4.5x new mobile devices sold than babies born! #intalent
    39. 39. On mobile, content is king 78% EMAIL 57% GENERAL SEARCH 73% WEB BROWSING 46% LOCAL SEARCH 64% MAPS/DIRECTIONS 44% READ NEWS, SPORTS 60% GAMES 37% WATCH TV/VIDEO Source: IDC “Always Connected” Report - https://fb-public.app.box.com/s/3iq5x6uwnqtq7ki4q8wk Smartphones are the central social, communication, and information tool in people’s lives #intalent
    40. 40. 82% of U.S. adults own a cellphone. 91% of them have their phone within arm’s reach. Source: http://pewinternet.org/Reports/2010/Cell-Phones-and-American-Adults/Overview.aspx #intalent
    41. 41. A day in a life of a mobile user. Tablet Phone Desktop 3a m 6a m 9a m 12pm 3pm 6pm 9pm Midnigh t #intalent
    42. 42. Desktop = 9-to-5 Workday DESKTOP 3a m 6a m 9a m 12pm 3pm 6pm 9pm Midnigh t #intalent
    43. 43. Phone = Always On PHONE 3a m 6a m 9a m 12pm 3pm 6pm 9pm Midnigh t #intalent
    44. 44. Tablet = Coffee and Couch TABLET 3a m 6a m 9a m 12pm 3pm 6pm 9pm Midnigh t #intalent
    45. 45. Being Truly Mobile. Shop, pay, collect, learn, navigate,… #intalent
    46. 46. Mobile changes LinkedIn. #intalent
    47. 47. Mobile as % of total weekly unique users 33% Q2-2013 8% Q1-2011 Mobile is the fastest consumer product on LinkedIn #intalent
    48. 48. Product evolution 2010 v1.0 – Dashboard with 12 utilities #intalent
    49. 49. Product evolution August 2011 Simplify #intalent
    50. 50. Product evolution April 2012 Shift focus to content #intalent
    51. 51. Product evolution April 2013 Design for the member #intalent
    52. 52. Leapfrog Strategy July 2012 “Katify” #intalent
    53. 53. Seamless distribution 2010 August 2011 April 2012 July 2012 April 2013 Virtuous innovation cycle #intalent
    54. 54. Mobile changes Content. #intalent
    55. 55. Desktop Phone Television Phone leads daily content consumption across desktop, television and tablet. Source: http://www.brafton.com/news/global-content-consumption-dominated-by-the-web-mobile-on-top #intalent
    56. 56. The smaller the bigger With 65% of the screen real-estate, content is now more front and center than ever. #intalent
    57. 57. The average mobile session last 4.1 minutes Source: http://blog.flurry.com/bid/90987/The-Truth-About-Cats-and-Dogs-Smartphone-vs-Tablet-Usage-Differences #intalent
    58. 58. 140 1 5 6 characters minute seconds seconds Design for short digestible nuggets. #intalent
    59. 59. Companies are first class citizens in the content ecosystem. #intalent
    60. 60. Companies are first class citizens in the content ecosystem #intalent
    61. 61. Companies are first class citizens in the content ecosystem #intalent
    62. 62. Why is content so important to LinkedIn? Increasing the talent pool on LinkedIn is vital to your success… #intalent
    63. 63. Why is content so important to LinkedIn? Passive candidates by nature passive don’t visit a “job” site…. #intalent
    64. 64. Why is content so important to LinkedIn? But every professional consumes content on a daily basis… #intalent
    65. 65. Why is content so important to LinkedIn? So what happens when you can start to engage the worlds professionals frequently through content? #intalent
    66. 66. Why is content so important to LinkedIn? They visit LinkedIn more frequently #intalent
    67. 67. Why is content so important to LinkedIn? They spend more time on the platform, keep their profiles up to date #intalent
    68. 68. Why is content so important to LinkedIn? They connect more and invite more people to join LinkedIn #intalent
    69. 69. Why is content so important to LinkedIn? Increasing the engagement with LinkedIn allows us to provide you access to the world’s professionals at scale Content is Driving Engagement. Engagement drives opportunity. #intalent
    70. 70. Our Mission Connect the world’s professionals to make them more productive and successful. #intalent
    71. 71. #intalent

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