If you're a blogger, you should be investing more time on LinkedIn. This presentation walks you through all the reasons why and how. I gave this talk at BlogHer PRO 2013 in Redwood City on October 23, 2013.
Our mission is to connect the world’s professionals to make them more productive and successful. This is why LinkedIn exists. And we’ve been making strong progress on this mission.
One-third of the 600 million professionals on the planet are LinkedIn. This represents the largest group anywhere of influential,affluent and educated people. We’ve becomethe world’s largest professional network by helping our members be more productive and more successful at all the stages of their careers.
That helps explain why LinkedIn is expanding at a rate more than 200,000 professionals every day …in every industry, category, and geography in the world.Page views year-over-year grew 57%, driven by monthly user growth of 32% over the same timeframe. So engagement is outpacing even our dramatic user growth.NOTE FOR BAR GRAPH: To adjust the elements above the bars, move them (from the point of the shape) 10 clicks above the top of the bar to keep spacing consistent.
Driving this increased engagement is the fact that LinkedIn has evolved into a professional publishing platform. Our members are 6 times more engaged with content on LinkedIn vs our jobs properties. LinkedIn members are investing time in content from four primary sources:Brands, 2) Thought Leaders 3) News and 4) Peers And the LinkedIn products that deliver this content are:Brands – Company Pages, Company Updates,SlideShare, GroupsLinkedIn members choose to follow the companies that they want to hear from, engage with content these companies post to SlideShare, and join Groups built or sponsored by these companiesThought Leaders – Influencers Members are getting unique content that they can’t get anywhere else by following Influencers. The Influencers program includes over 220 of the most influential thought leaders, from Richard Branson to President Obama.On LinkedIn, Influencers have become publishers virtually overnight, attracting – in the case of Richard Branson – 1.3million followers that engage with and share their content – posting hundreds of thousands of comments. (March 1, 2013) Companies have the same opportunity on LinkedIn. News – LinkedIn TodayThere are more than 40 industries and 480 news sources to follow on LinkedIn Today.Since LinkedIn Today was integrated into the LinkedIn Homepage in July 2012, traffic to 3rd party publishers is up nearly 60% Peers – Connections, Fellow Group Members Members visit their homepage and read their news feed to see what their connections are sharing. Since their connections are usually people in the same industry or function, they typically share information that is extremely relevant and useful.
In addition to this difference with other professional publishers, there’s also a key difference compared with personal social networks. Time on LinkedIn isn’t simply spent. Time on LinkedIn is invested in professional development.We call this the professional mindset.The professional mindset clearly distinguishes LinkedIn from Facebook and Twitter, which exist primarily in a personal context.The professional mindset is aspirational, members are thinking about how to achieve their ambitions and provide a better life for their families. As a result, our members are highly receptive to advertising, content, and experiences from brands that can help make them more knowledgeable and, ultimately, more successful.
How exactly can Marketers build relationships on LinkedIn? You use accurate targeting to deliver relevant content.LinkedIn is not just about another campaign or another product launch, even though we embrace those things. Brands are able to build relationships by using LinkedIn to Target, Publish and Extend. Now we’ll look at each of these
Pro LinkedIn Tips for Pro Bloggers
Pro LinkedIn Tips for Pro
Bloggers Pro LinkedIn Tips for Pro Bloggers Presented by Connie Chan Wang at #BlogHerPRO 2013 Photo Credit: Flickr/ThomasHawk
Content is our core BRANDS
6X More engagement with content vs jobs 2.7MM Company Pages Company Updates SlideShare Groups THOUGHT LEADERS 200+ Influencers NEWS 1.3MM Publishers LinkedIn Today PEERS 1.5MM Groups Connections 7
238 million minds. One aspirational
mindset. Spend Time Invest Time Personal Networks Professional Networks Top 3 types of content expected1 Info on friends 1 Career info Info on personal interests 2 Updates on brands Entertainment updates 3 Current affairs 1 – The Mindset Divide research study, TNS, September 2012 8