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How LinkedIn is Adapting its Platform

David Thacker, VP of Product at LinkedIn, presents at an exclusive LinkedIn tech conference: TechConnect2014.

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How LinkedIn is Adapting its Platform

  1. 1. How LinkedIn is Adapting its Platform David Thacker Vice President, Product, LinkedIn @davthack #inTC14
  2. 2. 2014 Product Focus Targeting Personalization Lead Capture Attribution
  3. 3. Our vision Be the most effective platform for marketers to engage with professionals
  4. 4. Humans not just numbers
  5. 5. We build relationships between brands and the world’s professionals to make them both more successful.
  6. 6. Be relevant Be helpful Be everywhere
  7. 7. Be relevant
  8. 8. Influencers
  9. 9. Relevant content powered by accurate targeting 1 2 3 4 Find your audience Earn their trust Be personal Extend the experience
  10. 10. Showcase Pages help marketers connect with spSeoccifiiacl aPurdoioefn. cInecsl uodne Ldi.nkedIn Like (353) Comment (33)
  11. 11. Sponsored Updates
  12. 12. Direct Sponsored Content Personalize Test Control
  13. 13. Content Marketing Score Measure your brand’s influence Score Benchmarking Recommendations
  14. 14. Be helpful
  15. 15. They trust content on LinkedIn more than any other source % content from each source very or extremely trustworthy 50% 48% Visitation │ High Medium Low 34% 33% How frequently do you visit each of the following sources to get IT related news and information? How trustworthy do you feel the content you see from each of the below sources is? 24% 20% 15% 9% LinkedIn Online Trade/ Industry Sites Google+ Online News Sites Discussion Forums Blogs Twitter Facebook
  16. 16. Educating throughout the 67% More likely to consider an IT vendor who educates me through each stage of the decision process purchase funnel makes generating leads more effective
  17. 17. Moving from information to insight creates content relevance Top Trending topics — August 2014 Example Articles cloud computing Who has the biggest cloud? By year’s end, the entrepreneurship employee engagement android online advertising Source: LinkedIn Internal Data, member shares from 8/1 through 8/31 answer may surprise you. : Salesforce Innovation Secrets: How Marc Benioff's Team Stays On Top : Don't Pick a Job. Pick a Boss : Android Device Ecosystem: More Diverse Than Ever : Farewell 'Pure' Exact Match, AdWords Will Soon Require All Campaigns :
  19. 19. Be everywhere
  20. 20. Smartphone consumption is always on 6am 9am 12pm 3pm 6pm 9pm
  21. 21. SpoMnsoAobnrileedd io sIun arM c“acmeiloslebnrialoetw inm groe cmaocenhnt etm”n iets mc cobonemsrusin mognp… tmionobile 45% of unique visiting members came through mobile apps in Q2 2014
  22. 22. 2015
  23. 23. Better targeting, relevance and measurement SPONSORED CONTENT B2B MARKETING
  24. 24. One click fills forms with our accurate professional data “Auto Fill turns what used to be a complex operation on mobile into a 2-step process.” - Beta client
  25. 25. Audience expansion
  26. 26. Sponsored Updates in Pulse & Slideshare
  27. 27. We are investing to make marketing more EFFECTIVE