Content play book 2014

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Content play book 2014

  1. 1. Accelerating influence through the knowledge network
  2. 2. 1 Whether you’re targeting prospects or attracting leaders, today’s always on lifestyle and fractured media have only made it harder… It’s never been easy... Unless otherwise noted, all data sourced from LinkedIn Corporation internal metrics and research.
  3. 3. 2 3 76% In the new information age, breaking through requires more than just access... It requires trust And trust matters Newly empowered by social and mobile technologies, buyers and prospects take charge and do their homework... And they want trustworthy, relevant and valuable content to inform their decisions. Trusted content trumps the sales pitch And they seek and corroborate information through their professional network: Buyers, both business and personal, make up their minds before speaking to a sales person: through the buying cycle by the time they contact a vendor. (Source: CEB) of buyers prefer a vendor recommended by their network. (Source: IDC) 57%
  4. 4. 4 5 In the new media reality... Trusted content lives in the newsfeed 12 minutes of every hour spent online is dedicated to this pursuit (Source:The Mindset Divide: Spotlight on Content, LinkedIn and Millward Brown Digital,April 2014) use social platforms to access professional content at least once a week or more - more than all forms of traditional media, including television (Source:The Mindset Divide: Spotlight on Content, LinkedIn and Millward Brown Digital,April 2014) Today’s professionals spend more time than ever consuming relevant content Thanks to soaring mobile and tablet usage, consumption of professional content doesn’t just happen 9a to 5p 70% For 2/3 Nearly Professionals are 62% more likely to consume professional content at home than at work (Source:The Mindset Divide: Spotlight on Content, LinkedIn and Millward Brown Digital,April 2014) More than 50% major social platforms will come from mobile by the end of 2014 And 41% of time spent consuming content is spent on professionally relevant content compared to just 30% for news and 29% for entertainment Among LinkedIn members who actively consume & share content. (Source: The 2014 Global Professional Content Consumption Report, LinkedIn, 2014) They’ve made social media a primary resource:
  5. 5. 6 7 Enter LinkedIn is the natural hub for professionals to seek and share content that helps them make their most important business decisions. The professionals’ network of choice has quickly become their relationship tool of choice. Building identity, fostering connection, enhancing knowledge. The Global Hub for professional content The result: A place where corporations are made human. Approachable. Accessible. Authentic. A tool to enhance knowledge, decision makers at scale this precise, this effective, and this efficient has never before existed. until now.
  6. 6. 8 9 From influence to engagement, Social and LinkedIn get results 91% say social increases their visibility with prospects 86% say social brings them closer to their customers 84% say it increases customer advocacy 81% say it increases customer loyalty (Source: Oracle, Social Media Today and Leader Networks, “The Socially Enabled Enterprise: A 2013 Research Study”, Sep 17 2013) sharing professional content on LinkedIn And no social platform is as trusted as LinkedIn What’s more, that content is more sought after and shared than on any other platform consuming professional content on LinkedIn say it increases their visibility trust LinkedIn for professional content Enhancing knowledge: 77% keep up with industry news & 70% discover new ideas within their industry Strengthening networks: 63% build relationships with colleagues/clients & 44% spark conversations Boosts personas: 56% build professional reputation & 40% improve current job skills say it enhances their professional reputation 77% 74% say LinkedIn is a suitable place to share it trust Facebook for professional content say it positions them as thought leaders trust Twitter for professional content (Source: The Mindset Divide: Spotlight on Content, LinkedIn and Millward Brown Digital, April 2014) (Source: The Mindset Divide: Spotlight on Content, LinkedIn and Millward Brown Digital, April 2014) Among LinkedIn members who actively consume & share content. (Source: The 2014 Global Professional Content Consumption Report, LinkedIn, 2014) Among LinkedIn members who actively consume & share content. (Source: The 2014 Global Professional Content Consumption Report, LinkedIn, 2014) Among LinkedIn members who actively consume & share content. (Source: The 2014 Global Professional Content Consumption Report, LinkedIn, 2014) 91% 91% 86% 24% 84% 61% 30% 81% 19% The LinkedIn Point of View Be accurate. Be helpful. Be everywhere. When it comes to relevant professional content... No social platform is used as frequently as LinkedIn 91% LinkedIn 61% Online news sites 30% Twitter 24% Facebook and 19% Google+ 64% 71% 40% 31% 63% 40%
  7. 7. 1110 Content is influence, influencers provide content Marrying the platform and targeting capabilities with quality content creation and scaling it to LinkedIn means more signal, less noise
  8. 8. 12 13 LinkedIn enables companies to boost employee engagement and showcase its talent brand. Employees at companies that most actively participate on LinkedIn are: And companies that engage their workers are... Linkedin activates, amplifies and supports the whole team more likely to feel engaged at the company more likely to feel more connected to co-workers outside of their core team more likely to have access to information that helps them do their job better Employees are the most powerful, yet overlooked and underrated, marketing channel. 15% 15% 14% 22% average 21% more productive (Source: Gallup State of the American Workplace, 2013) Create the corporate brand identity Building company presence Develop the network Across employees, followers and group members Seed the network posts, company updates and group discussions
  9. 9. 14 15 Empower your key talent, enable them to be thought leaders Harnessing internal intellectual capital for external thought leadership can be daunting to coordinate and execute at scale. LinkedIn’s publishing tools when combined with the right strategies provide the perfect brand-safe platform with distribution and social engagement built in. How it’s done Attract an audience Follow and be active Establish a corporate ecosystem (Company Pages, Showcase Pages, Engage through content Activate your team + Optimize with analytics Extend your presence Customize
  10. 10. 16 17 Amplify and analyze Presence, strategy, content, voice and targeting are just the beginning... accelerate distribution and meet strategy. Ongoing analytics provide insight on content success and traction. Measure success, meet your KPIs. From engagement to share of voice to quality of leads. How LinkedIn partners with agencies Create + publish Tap into LinkedIn content intelligence to select subjects and capitalize on trends. Drive ongoing content development and editorial calendar. Workshop Work with LinkedIn to create content strategy, prioritize publishers (leadership, establish publishing process. Accurately target Target and reach the absolute exact Extend Leverage LinkedIn data to create immersive apps and creative experiences.
  11. 11. 18 19 Content The Atlantic Bloomberg CBS Interactive Contently Freshwire Group SJR IDG NewsCred Percolate Sponsored Updates Adstage Brand Networks Salesforce Shift Content partners create world class editorial strategy and creative for LinkedIn Sponsored Updates partners help you optimize your efforts with technology built for power users LinkedIn partners Amplification opportunities Analytic tools Organic Company Updates Paid Sponsored Updates Sponsored InMail Display Content Marketing Score Benchmark and track Understand who consumes your content Quantify engagement Compare to competition Trending Content Determine what matters, to whom and when Your KPIs Leading and lagging indicators
  12. 12. 20 Building relationships. Reaching, engaging and influencing audiences your storytelling and creativity The art & science of meets
  13. 13. marketing.linkedin.com

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