LinkedIn Presentation - Group M University 2014

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LinkedIn presentation to the Group M University - 2nd July 2014 …

LinkedIn presentation to the Group M University - 2nd July 2014

Topics discussed - LinkedIn as a Platform, followed by Content on LinkedIn.

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  • In more practical terms, what does it mean to your brand? 3 immediate implications:
    You must know your customer well (the real people, not the numbers): who are they, what are they trying to accomplish and where can you find them? And be confident that you’re reaching the right people.
    Next, you need to build trust, and you do that by helping them reach their goals with relevant content you’re offering them. Become more relevant by changing your mantra from "always be selling" to "always be helping".
    Finally, given that the early stages of the buying cycle are so important to get your brand even considered for a purchase, you should invest in a constant presence. Be there for your clients when and where they need you, not just when you need them. Being everywhere means being present not only in all geographies, but also in all moments and platforms that are important to your audience.
  • On average they spend about 7 hours per week consuming professionally relevant content – in the last year 62% of our members have increased the amount of time spent consuming professional content
  • Each one of your clients wants to create epic content – and now is an exciting opportunity for brands in the explosion of content – and the ability for brands to deliver it – co pages, influencer posts, professional publishing, slideshare.

    By sharing content on LI – the right content.

    You clients can make members more productive & successful. Helping them.

    In return you get their trust & consideration – as a brand that helps people be better at what they do, through knowledge, through content.

Transcript

  • 1. LinkedIn as a Platform Content on LinkedIn Q&A 1 3 2 2 Today…
  • 2. Will Scott Senior Account Manager @willpscott LinkedIn as a Platform
  • 3. 4 300M+
  • 4. 5 Two new members are joining every second
  • 5. 6 Then (2008) Connect & Communicate Now (2014) Connect, Engage & Consume
  • 6. 7 12:00 PM 6:00 AM 9:00 PM
  • 7. 8 But what are people are doing on LinkedIn?
  • 8. 9 Three key focus points… Identity Networks Knowledge
  • 9. Be entertained Search for opportunities 10 Stay in touch Make useful contacts Kill time Stay in touch Share content Keep up to date for career Socialize Maintain Professional identity PERSONAL NETWORKS PROFESSIONAL NETWORKS SPEND TIME INVEST TIME
  • 10. 11 What are they talking about?
  • 11. 12 Food & Dining Technology Travel/Holidays Local, National & World News Sports Education Health & Fitness Personal Finance & Investments Entertainment/TV Business/Company/ Finance News PERSONAL NETWORKS PROFESSIONAL NETWORKS SPEND TIME INVEST TIME
  • 12. 13
  • 13. 15
  • 14. Influencers
  • 15. Rena Patel Senior Marcoms Manager @rpetal27 The role of LinkedIn for brands
  • 16. 7 hours….. 18
  • 17. 20 Content and LinkedIn Think of it as Christmas Dinner – you don’t just eat on the day; but you consume over 5 days of turkey.
  • 18. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Content Marketing Workshop Discovery Brief #1: THINK LIKE A JOURNALIST Sharp & relevant stories drive great engagement. Customize your copy to fit with your audience, and test out what resonates best.
  • 19. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Content Marketing Workshop Discovery Brief #2: ALWAYS INCLUDE A CLEAR CALL TO ACTION Signpost what you want people to consume. Clear, actionable content gives your content the best start – especially when read on mobile
  • 20. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Content Marketing Workshop Discovery Brief #3: BE VISUAL TO DRIVE ENGAGEMENT Links to YouTube videos & highly visual updates drive up to 2x higher engagement and sharing. The human brain process images 60K faster than text.
  • 21. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Content Marketing Workshop Discovery Brief #4: THE EXCLUSIVE GETS PEOPLE INTERESTED Members like sneak peaks inside companies, new products, even office space. Make sure you give people things that are a bit special, or exclusive
  • 22. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Content Marketing Workshop Discovery Brief #5: VARIETY IS KEY TO MAKE PEOPLE HUNGRY FOR MORE Post a maximum of 3-5 posts per day, and think about sharing a variety of images, links, video, Slideshare and commercial messages, as well as relevant topics
  • 23. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Content Marketing Workshop Discovery Brief #6: BALANCE AUDIENCE & MESSAGE Find the sweet spot between what you want to say, and what people want. Doing this at scale creates results.
  • 24. ©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Content Marketing Workshop Discovery Brief #7: MONITOR, ANALYSE AND REFINE YOUR CONTENT Track all available analytics. Pay attention to the audience targeting, types of content, time of day and frequency that drive the most Interactions. A/B test headlines and images.
  • 25.  Be authentic  Be human  Be helpful Key takeaways
  • 26. 29