Originally presented during EducationConnect 2014 on 10/28/14 in NYC, Valter Sciarillo, Sr. Insights Manager for LinkedIn, discusses how education marketers can leverage the power of LinkedIn data  to understand their audience, build relationships, and drive applications.

1. Data Insights for
Higher Education
Valter Sciarillo
Head of Projects, Marketing Solutions Insights
LinkedIn
EducationConnect 2014 #inEDU14

2. To create research & data driven
insights to power the most
effective sales and marketing

3. 39m
Students and recent grads on LinkedIn
Source: LinkedIn internal data, March 2014.

4. 90% or more of US MBA’s are active on LinkedIn
• Your university
MBA graduates
90K
LinkedIn MBA graduates
100K*
MBA graduates in the US
*GMAC Deans Digest, 2010

5. LinkedIn members are highly driven to undertake
further education
49%
of members are
at least considering
further study
5
12%
6%
7%
10%
0-6 6-12 12-18 18+
Months
35%
14%
Aren’t sure yet
Likely to undertake future study in
the next...
LinkedIn survey – US April 2014

6. LinkedIn members are in-market for specific courses
10%
Of LinkedIn North American members
intend to do an MBA
22%
Of LinkedIn North American members
intend to do a Postgraduate degree (non-MBA)
Source: LinkedIn internal data, May 2014. N = 1503.

7. Professional networks are used over 2x more than
personal networks for educational information
86%
54%
53%
49%
39%
38%
32%
22%
22%
Institution Website
Online News Publication
Peers
Professional Social Networks
Brochures
Friends / Family
Email
Trade Events / Open-days
Personal Social Networks
#inEDU14
When researching educational institutions, what sources of information do you use? n=499

8. 8
Top content expected from education institutions
38%
36%
35%
34%
What sort of information should education institutions be providing to you in order to help you make an informed decision on where to study? n=499
47%
52%
Staff / Lecturer profiles
61%
Career Advice
Expert commentary / reviews of the institution
On Campus Information Sessions
Updates on institution research
Alumni profiles / achievements
Updates on institution rankings
#inEDU14

10. A tool that informs you about content trends and
guides your content strategy
Trending Topic
Which topics are most
discussed on LinkedIn,
broken out by:
§ Target Audience
§ Geography
§ Time
Top Articles
Top articles shared for
trending topics
§ Top Sponsored
Content
§ Top Organic Content
§ Side by side audience
comparison
Recommendations
Recommendations around:
§ What content engages
your target audience
§ What audiences are
engaging with specific
content topics

11. Strategy and Execution for both the short and long term
Catching trending topics Defining content strategy
Spiking Trend Long-Term Trending Topic
Popularity
Time Period

12. Content is categorized using our native profile data
1 What are members sharing?
2 What are the articles about? Leadership
3 Who is sharing these articles?
Cross Culture

13. The bachelor’s class of 2015 is talking about…
onboarding
coaching
personal
development
resume
writing
design
thinking
e-commerce
Trending Articles
• Chipotle’s Brilliant Hiring Process
• I Quit My Job: And It Was My Biggest Mistake Ever
• Why I Hire People Without Experience
• An Approach to Mentorship – Why the Investment Is Worth It
• Three Ways to Get Recognized at Work
• 7 P’s to Achieving your Goals
• 10 Things That Aren’t On Your Resume (But Should Be)
• Why I Care More About Your Cover Letter Than Your Resume
• Start with the Obvious
• 6 Ideas That Define Design in 2014 | WIRED
• The Company That May Soon Overtake Apple as World's
Most Valuable
• The Holidays are Coming to Town
Source: LinkedIn Trending Content, September-October 2014, US Only

14. “Business School” is a hot topic on the platform
Over
7K
articles about
“Business School”
were shared globally
(Sept-October 2014)

15. Top Universities are being mentioned on LinkedIn

16. Measuring Success

17. LinkedIn members can engage with your brand before
setting foot in your school
1
7
Click on Ad
1
Consumes content
3
Opens an Inmail
Subscribes to a Program
4
2
5
Follows company page
Consumes organic content .
6

18. What does this mean for you?
What percentage of enrolled
students is LinkedIn
influencing?
Which LinkedIn products
did they engage with prior
to enrolling?
How do you compare to
your competitor schools?
19% 31% 18%
Of students enrolled
Of students
on LinkedIn in Q3
impacted read an
2014 were impacted
InMail
Is the average
impacted
percentage for this
schools peer set
#inEDU14
Source: Data is for an actual school from Q3. Students impacted within previous 12 months