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How to create compelling content as a brand on LinkedIn

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- How to create compelling content as a brand on LinkedIn.
- Presented by Ben Russell at Social Matters 2014 in Singapore.

Published in: Marketing, Technology, Business
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How to create compelling content as a brand on LinkedIn

  1. 1. Create compelling content as a brand on LinkedIn HOW TO:
  2. 2. Know your audience STEP 1:
  3. 3. Speak to the dog, in the language of the dog, about what’s in the heart of the dog. – Roy Williams
  4. 4. the key ingredient to a better content experience is relevance
  5. 5. and context matters.
  6. 6. match your message to mindset
  7. 7. Listen first, and never stop listening – Dave Kerpen
  8. 8. Listen to your key audiences, on LinkedIn
  9. 9. ©2013 LinkedIn Corporation. All Rights Reserved. Trending Topics (Last 30 Days) What have C-Suite Professionals in Singapore been consuming and sharing? Bloomberg Cloud Computing Leadership European Union Entrepreneurship Most Shared Articles on Entrepreneurship • What is stopping the next generation of Singaporeans from becoming entrepreneurs? : Singapore Business Review • ‘Visible and Engaged’: Women on Breaking Into the Tech Industry : Entrepreneur.com • 5 TED Talks That May Change Your View on Life : Entrepreneur.com • 5 Personality Traits of an Entrepreneur : Forbes
  10. 10. Know your audience. STEP 1:
  11. 11. Measure STEP 2:
  12. 12. That which is measured, improves – “Pearson’s Law”
  13. 13. The Content Marketing Score Quantify and benchmark your content influence on LinkedIn Active Target Audience Content Marketing Engagement Business Decision Makers Like, share, comment, follow, click Content Marketing Score Unique Members Engaged= =x Multiplier 750Active Target Audience 90,100 Members 12,000,000 Members April, 2014
  14. 14. Blackrock Microsoft Dell Cap Gemini Oracle Citi AMEX Accenture Salesforce 750 Brand X 2 of 10 Business Decision Makers on LinkedIn – April, 2014 ContentMarketingScore
  15. 15. Blackrock Microsoft Dell Cap Gemini Oracle Citi AMEX Accenture Salesforce 346 Brand X 5 of 10 IT Decision Makers in Singapore on LinkedIn – April, 2014 ContentMarketingScore
  16. 16. Reach Frequency Engagement How do I achieve best in class influence?
  17. 17. Client Unique Users Reached Unique Engaged RateStatus Updates per Month Peer Group Average Peer Group Leader Reach Frequency Engagement
  18. 18. Measure. STEP 2:
  19. 19. Know your audience. Measure. Match your message to mindset Listen first – learn what’s at the heart of your audience Step back from micro-level metrics – identify bottlenecks

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