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PYLON for LinkedIn Engagement Insights

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Learn about PYLON for LinkedIn Engagement Insights, a new API solution available through our Analytics Partner DataSift.

We’ll take a deep dive into this new analytics offering that allows marketers to use the privacy-protected LinkedIn data of 467M professionals worldwide to cut through the mass of data points and hone in on those that truly matter: allowing you to make data-informed decisions based on the genuine needs of audiences.

Learn how you can:

-- Discover your audience: Gain insight into where to invest your advertising dollars by discovering the audiences that are the most engaged with your content.

-- Create better content: Design successful content campaigns and develop messaging that resonates with your audiences by determining what topics they are interacting with.

-- Build your brand: Discover how audiences engage with your brand, products or services (or those of your competitors) through company, industry and competitive insights.

In this presentation, the team from DataSift will explain how you can identify and measure the right metrics, keeping a pulse on the needs and interests of your target audiences.

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PYLON for LinkedIn Engagement Insights

  1. 1. Introducing PYLON for LinkedIn Engagement Insights A new API solution available through LinkedIn’s Analytics Partner DataSift
  2. 2. Jerry Ronaghan SVP Agency & Ad Tech, DataSift James Ritchie Senior Director, Agency Partnerships DataSift Daniel Morris Senior Product Marketing Manager LinkedIn
  3. 3. What is LinkedIn Engagement Insights? Introducing PYLON for LinkedIn Engagement Insights 1 Applications of LinkedIn Engagement Insights in marketing & advertising2 Real-life examples3 Q&A4
  4. 4. PYLON for LinkedIn Engagement Insights API-driven marketing analytics solution generally available through DataSift • Announced on January 18, 2017 • Allows agencies to access LinkedIn audience, content, and brand insights in a member privacy-respected way through DataSift’s PYLON API platform • Licensed and supported by DataSift • For more information contact your LinkedIn support team
  5. 5. LinkedIn Hosts the Largest Global Community of Professionals 61M Senior-level influencers 22M Mass affluent 6M C-level execs 40M Decision makers 10M Opinion leaders 4M IT decision makers 467M Professionals are on LinkedIn Source: Based on the internal analysis of LinkedIn profiles
  6. 6. EVERY DAY, DATASIFT TRANSFORMS BILLIONS OF ITEMS OF HUMAN-CREATED DATA INTO BUSINESS INTELLIGENCE SOCIAL NETWORKS CONTENT PUBLISHERS ENTERPRISE-OWNED DATA ACTIVE INTELLIGENCE ACTIONS & RECOMMENDATIONS PRIVACY-FIRST INSIGHTS UNSTRUCTURED DATA ETL UNIFY UNLOCK MEANING REAL-TIME HUMAN DATA HUMAN DATA INTELLIGENCEHUMAN DATA PROCESSING MACHINE INTELLIGENCE DO NOT DISTRIBUTE
  7. 7. AUDIENCE & ENGAGEMENT INTELLIGENCE PLACEHOLDER RUNS INSIDE DATA CENTER NEWS FEED & ENGAGEMENT PRIVACY-FIRST INSIGHTS ACTIVE INTELLIGENCE
  8. 8. ๏ External articles shared ๏ Pulse articles shared LinkedIn Engagement Insights offers unprecedented, privacy-first access to data on the largest global community of professionals ๏ Company page updates ๏ Sponsored content (coming soon!) ๏ Direct sponsored content (coming soon!) ๏ Likes, Comments, Shares ๏ Clicks ๏ Impressions (coming soon!) MEMBER CONTENT COMPANY CONTENT ENGAGEMENT & ACTION DATA
  9. 9. ENGAGEMENT INSIGHTS PLACEHOLDER 100+ DATA DIMENSIONS. 30 DAYS ROLLING DATA. SOCIAL GESTURES ARTICLES TEXT, ENTITIES, TOPICS CLICK & IMPRESSION DATA PROFILE MULTI-DIMENSIONAL ANALYSIS OF AUDIENCE & ENGAGEMENT DATA
  10. 10. AUDIENCE DEMOGRAPHICS ๏ Region ๏ Language ๏ Seniority ๏ Industry ๏ Function ๏ Job title ๏ Company size ๏ Skills COMPANY DATA ๏ Name ๏ Industry ๏ Company size ๏ Followers (of advertiser only) Analyze Demographics Like Never Before ๏ Job posts ๏ Anniversaries ๏ Birthdays ๏ Group discussions EXCLUDED ๏ Education status ๏ Education background ๏ Behavioral segments ๏ Age range (inferred) ๏ Gender (inferred) ๏ Followers (of advertiser only) 100+ DATA DIMENSIONS. 30 DAYS ROLLING DATA.
  11. 11. 11 Brand Management Competitive Analysis Industry Benchmarking Brand management & competitive analysis BRAND INSIGHTS Topic Analysis Content Discovery Content AnalysisContent strategy CONTENT INSIGHTS Audience Discovery & Expansion Audience Affinity Analysis Influential Media Analysis Audience research for media planning & buying AUDIENCE INSIGHTS LinkedIn Engagement Insights Applications SPONSORED CONTENT SPONSORED INMAIL DYNAMIC ADS TEXT ADS • Inform • Improve • Optimize
  12. 12. Audience Insights
  13. 13. What Can Audience Insights Do for You? For example, media planners can identify audience segments engaging with content on ‘Big Data’ and surface demographics such as job titles, industries, and geographies. This data can then be used to target LinkedIn Sponsored Updates. With Audience Insights you can discover new audiences for your brand and products. Media planners can research the behavior of high value audiences on LinkedIn and validate their audience assumptions. A more granular picture of exactly who is being targeted can be developed as job titles, age demographics, location and the size of company worked for can all be surfaced. New audience segments can be identified based on engagement with content that intersects with marketers’ brands.
  14. 14. 14 Define a topic of interest (using keywords) and identify a detailed demographic snapshot of the audience engaging with that topic. • How do I understand the audience demographic profile interacting with my brand or content? • What else is my audience demographic is interested in? AUDIENCE INSIGHTS
  15. 15. 15 Define your topic of interest and look for outliers to identify large, engaged segments to target. • How do I identify which demographic segments are uncommonly interested in my brand? • How do I learn about new markets for my brand? AUDIENCE INSIGHTS
  16. 16. Content Insights
  17. 17. What Can Content Insights Do for you? For example, content marketers can discover types of articles that are most popular with US CIOs within cloud computing. These insights can then inform the content they create and publish to increase their influence, impact and inbound pipeline. With Content Insights you can learn what content works best with your audience. Marketers and agencies can gain a greater understanding of what topics, types of content and creative resonate most with their key audiences. With these insights marketers can better shape and inform content marketing strategies, creating compelling content for each audience and measuring its success.
  18. 18. 18 Define your target audience(s) and then identify the top stories being engaged by the audience. Using baselining you can identify which of those stories over (or under)-index the most. CONTENT INSIGHTS What content topics are popular with my audience?
  19. 19. 19 By building a set of keywords/phrases related to themes within a broader topic, we can identify the content which drives the greatest engagement CONTENT INSIGHTS • How do I identify what content to use in campaigns? • What content do my audience and/or competitors engage with most?
  20. 20. Brand Insights
  21. 21. What Can Brand Insights Do for You? For example, conversations around specific industry on LinkedIn and the share of voice for a brand’s product or service can be benchmarked, helping marketers to identify how to drive broader awareness and advocacy around their company. With Brand Insights you can benchmark your brand against the competition. Communications teams can identify how audiences are engaging with and what they are saying about their brands, products or services on LinkedIn. This allows them to measure share of voice against competitors and perform industry benchmarking of their own content and organic content about their company. Using this information, teams can identify how to drive broader awareness and advocacy around their company.
  22. 22. BRAND INSIGHTS • What activity is being generated around articles about my brand, product or service? • What issues and trends is my brand associated with? This analysis lets you monitor the strength and health of your brand for a given audience
  23. 23. BRAND INSIGHTS This analysis lets you monitor how your brand is performing in comparison to your competitors How does engagement with content about my brand compare against my competitors?
  24. 24. 24 The Problem A full-service agency wanted to gain a deeper, data-driven understanding of a cloud software brand’s audience. With in-depth insights into what the brand’s audience looks like demographically in each target country, the agency wanted to improve and evolve campaign and strategy planning, messaging and content development. Cloud Software Brand Case Study Our Approach ๏ DataSift examined the brand’s target audience demographic across Western European countries ๏ Analysis covered senior decision makers across IT and other business functions in companies of a defined size range, as well as the relative size of these demographic groups ๏ To aid content development, DataSift looked at what defined audiences were interacting with, identifying topic and content engagement accordingly
  25. 25. The brand was able to derive advanced audience, creative and competitor insights using LinkedIn Engagement Insights: ๏ DataSift examined gender-split, areas of study / degrees, as well as industries, top skills and how they varied by function ๏ The top three occupations within the relevant audience were operations specialists, IT consultants and business strategists rather than the HR-related roles the agency had assumed ๏ The largest relevant audiences were in senior / management positions in finance, IT and operations rather than HR as assumed ๏ After LinkedIn, audiences were engaging most with BusinessInsider.com and forbes.com Recommended Actions ๏ Use accurate knowledge of audience demographics and engagement to create more relevant messaging and campaigns on LinkedIn ๏ Use the insights into trending content and hot topics to inform the strategic planning and creative process on LinkedIn LinkedIn Engagement Insights Findings and Actions
  26. 26. For more information Visit: datasift.com Email: lei@datasift.com Or reach out to your LinkedIn Agency Support Team
  27. 27. Q&A
  28. 28. THANK YOU

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