LinkedIn Financial Services CMO Roundtable - Content Measurement

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LinkedIn Hong Kong

- Content Marketing Score - Trending Content

LinkedIn Financial Services CMO Roundtable
Content Measurement
Valter Sciarrillo
Head of Measurement, LMS
LinkedIn
@vsciarrilo

Content Marketing Score:
A Score that quantifies and benchmarks the
influence your company has on LinkedIn
through your content marketing

The most effective content marketers reach
customers in multiple ways
CMS integrates your content efforts
CMS
Groups
Company
Updates
Sponsored
Updates
Employee
Posts
Influencer
Posts

Your Content Marketing Score measures within your
target audience, WHO engages with your content
(Business Decision Makers)
12,000,000 Members
Target Audience
Members you would like to reach
(monthly active users)
90,100 Members
Content Marketing Engagement
Members who engage with
your content
Like, share, comment, follow, click
Content Marketing Score
Unique Members Engaged
= =x Multiplier 750Active Target Audience

Your Overall Content Marketing Score vs. Your Peers
518
0
100
200
300
400
500
600
700
800
900
YOU
CMSScore
Best in class
influence
Weaker content
influence
102of
Peers:
Blackrock
Microsoft
Dell
Cap Gemini
Oracle
Citi
Amex
Accenture
Salesforce

Your Overall Content Marketing Score
By Target Audience
410
0
200
400
600
800
1,000
1,200
1,400
YOU
CMSScore
Best in class
influence
Weaker content
influence
105of
Peers:
WHO: Audience = Decision Makers
Blackrock
Microsoft
Dell
Cap Gemini
Oracle
Citi
Amex
Accenture
Salesforce

Your Content Marketing Score By Source
15%
5%
35%
26%
19%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Company Updates Employee Updates Group Activity Sponsored Updates Influencer Posts
PercentofCMSScore
CLIENT
Best in Class

These Are The Three Levers
That Influence Your CMS
Launch sponsored
update campaigns
Launch follower
campaigns
Post more company
updates
Encourage employees
to post more updates
Improve content quality
& Relevance
Reach Frequency Engagement
XX

This is How You Compare Against Your Peers in
Reach, Frequency and Engagement
Client
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
Unique Users
Reached
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
Unique Engaged Rate
0
50
100
150
200
250
Status Updates per
Month
Peer Group Average Peer Group Leader
Reach Frequency Engagement

A tool that informs you about content trends
and guides your content strategy

Trending Content is intended to guide content marketing
strategy and execution for both the short and long term
Spiking Trend Long-Term Trending Topic
Popularity
Time Period
Catching trending topics Defining content strategy

Trending Content
1 Who is sharing?
2 What is being shared?
3 Which topics is the
content related to?
Venture Capital
Entrepreneurship

What are Financial Services Professionals in APAC
interested in consuming and sharing?
Employee
Engagement
Real-Estate
Rates
Financial
Advisory
Leadership
Most Shared Articles about Leadership
1. The Best Leaders Make Unforgettable First Impressions (Forbes)
2. Successful Organizations Need Leaders At All Levels (Forbes)
3. Traits of a Motivated Leader (LinkedIn Influencer)
4. Leadership: How to Get From Good to Great (Inc)
5. Six things that will demoralise staff (The Age)
Trending Topics (Last 30 Days)
LinkedIn Internal Data based on Member shares from 17/3-17/4

Asset management is being discussed by a broad
range of audience segments worldwide
100
1.7X
2X
3X
4X
5X
All Members
Mass Affluent
Retirement Decision Makers
Financial Services Industry
Institutional Investors
Financial Advisors
Share Index (Likelihood of the audience sharing the topic)

In Asia, the audience engaging with Asset Management
content is similar in make-up, but the likelihood to share is far
higher
s16 15
100
2X
3X
4X
7X
14X
All Members
Ex-pat Segment
Retirement Decision Makers
Financial Services Industry
Financial Advisors
Institutional Investors
Share Index (Likelihood of the audience sharing the topic)

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LinkedIn Financial Services CMO Roundtable - Content Measurement

1. LinkedIn Financial Services CMO Roundtable Content Measurement Valter Sciarrillo Head of Measurement, LMS LinkedIn @vsciarrilo

2. Content Marketing Score: A Score that quantifies and benchmarks the influence your company has on LinkedIn through your content marketing

3. The most effective content marketers reach customers in multiple ways CMS integrates your content efforts CMS Groups Company Updates Sponsored Updates Employee Posts Influencer Posts

4. Your Content Marketing Score measures within your target audience, WHO engages with your content (Business Decision Makers) 12,000,000 Members Target Audience Members you would like to reach (monthly active users) 90,100 Members Content Marketing Engagement Members who engage with your content Like, share, comment, follow, click Content Marketing Score Unique Members Engaged = =x Multiplier 750Active Target Audience

5. Your Overall Content Marketing Score vs. Your Peers 518 0 100 200 300 400 500 600 700 800 900 YOU CMSScore Best in class influence Weaker content influence 102of Peers: Blackrock Microsoft Dell Cap Gemini Oracle Citi Amex Accenture Salesforce

6. Your Overall Content Marketing Score By Target Audience 410 0 200 400 600 800 1,000 1,200 1,400 YOU CMSScore Best in class influence Weaker content influence 105of Peers: WHO: Audience = Decision Makers Blackrock Microsoft Dell Cap Gemini Oracle Citi Amex Accenture Salesforce

7. Your Content Marketing Score By Source 15% 5% 35% 26% 19% 0% 5% 10% 15% 20% 25% 30% 35% 40% Company Updates Employee Updates Group Activity Sponsored Updates Influencer Posts PercentofCMSScore CLIENT Best in Class

8. These Are The Three Levers That Influence Your CMS Launch sponsored update campaigns Launch follower campaigns Post more company updates Encourage employees to post more updates Improve content quality & Relevance Reach Frequency Engagement XX

9. This is How You Compare Against Your Peers in Reach, Frequency and Engagement Client 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 Unique Users Reached 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% Unique Engaged Rate 0 50 100 150 200 250 Status Updates per Month Peer Group Average Peer Group Leader Reach Frequency Engagement

10. A tool that informs you about content trends and guides your content strategy

11. Trending Content is intended to guide content marketing strategy and execution for both the short and long term Spiking Trend Long-Term Trending Topic Popularity Time Period Catching trending topics Defining content strategy

12. Trending Content 1 Who is sharing? 2 What is being shared? 3 Which topics is the content related to? Venture Capital Entrepreneurship

13. What are Financial Services Professionals in APAC interested in consuming and sharing? Employee Engagement Real-Estate Rates Financial Advisory Leadership Most Shared Articles about Leadership 1. The Best Leaders Make Unforgettable First Impressions (Forbes) 2. Successful Organizations Need Leaders At All Levels (Forbes) 3. Traits of a Motivated Leader (LinkedIn Influencer) 4. Leadership: How to Get From Good to Great (Inc) 5. Six things that will demoralise staff (The Age) Trending Topics (Last 30 Days) LinkedIn Internal Data based on Member shares from 17/3-17/4

14. Asset management is being discussed by a broad range of audience segments worldwide 100 1.7X 2X 3X 4X 5X All Members Mass Affluent Retirement Decision Makers Financial Services Industry Institutional Investors Financial Advisors Share Index (Likelihood of the audience sharing the topic)

15. In Asia, the audience engaging with Asset Management content is similar in make-up, but the likelihood to share is far higher s16 15 100 2X 3X 4X 7X 14X All Members Ex-pat Segment Retirement Decision Makers Financial Services Industry Financial Advisors Institutional Investors Share Index (Likelihood of the audience sharing the topic)

Editor's Notes

Today I get the opportunity to share with you some examples of how we’re using LinkedIn data to better understand content trends. Who – professional profile of record What – professional context + content + (Who) Topic – help in organizing it

LinkedIn Financial Services CMO Roundtable - Content Measurement

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Editor's Notes