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Government of Canada Digital Advertising Day 2015 - LinkedIn Keynote Address
The document outlines LinkedIn's vision of creating economic opportunities for the global workforce and emphasizes the importance of professionalism and meaningful engagement. It highlights LinkedIn's significant global reach, attracting a unique audience that trusts its content, especially political and government-related topics. Additionally, it stresses the importance of company profiles, engagement strategies, and the use of first-party data to enhance professional networking.
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Government of Canada Digital Advertising Day 2015 - LinkedIn Keynote Address
- 5. Create economic opportunityfor every member of the global workforce Our vision 5
- 7. Connect the world’sprofessionals to make them more productive and successful Our mission
- 9. As Minister youare held accountable for Collaboration Meaningful Engagement Constructive Dialogue “Professionalism and engagement is essential”
- 10. Make A Difference MinisterProfiles Company Pages The professional profile of record Identity Connect all of the world's professionals Networks Knowledge The definitive professional publishing platform Colleagues Canadians Data & Insights Content Marketing Mandate News & Information
- 11. 400M+ Members worldwide >2 New members per second 11M+ Canadians 360K+ Government Employees Employees 1.1M Workfor a Small Business 4.1M Entry level or Middle Management
- 12. Spend Time Personal Networks InvestTime Professional Networks Info on friends Info on personal interests Entertainment Kill time Socialise Maintain professional identity Make useful contacts Updates on brands Knowledge & current affairs Career info Source: The Mindset Divide research study, TNS, September 2012 Mindset: Social v Professional Networks
- 13. LinkedIn elicits trustamongst professional users Social Network association with “a trustworthy source of professional content” among frequent/occasional professional users LinkedIn 71% 40% 31% Facebook Twitter Source:LinkedIn/Millward Brown Mindset Divide Study, 2014
- 14. A Unique BusinessAudience Source: comScore Cross Visitng Metrix, Desktop, September 2015 6,190M Monthly Visitors 1,717M 2,593M UMV 1,141M 1,188M 2,601M UMV 3,638M UMV 573M 1,114M UMV +81% of LinkedIn users do not visit NP +72% of LinkedIn users do not visit The Globe and Mail +82% of LinkedIn users do not visit Forbes +85% of LinkedIn users do not visit Rogers
- 15. 1 Key Takeaways LinkedIn spans the globeand is growing Audience is visiting with professional mindset Differentiated by a unique audience Member’s trust LinkedIn’s content
- 16.
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- 19. See who isviewing Measure the impact Identify trends Understand your audience
- 20.
- 21. Information populated in English& French Posting regularly Solid engagement
- 23. Opportunity to Setthe Foundation Create or enhance your Minister’s profile page Start posting content to your company page
- 24.
- 25. LinkedIn is home tounique first party data… Meet John Smith LinkedIn 33-38 yr. old male MBA, LBS Government 5,001-10,000 867 Manager Sales Journalist Company Creative Solutions Lead Industry Size Connections Education Standardized Job Titles Occupation Seniority Function Consultant Inferred Demo Women’s Rights Groups Montreal Geo
- 26. Colleagues Increase unity Collaboration Target Audience Engagewith Canadians Prospects Province/Territory Municipal Journalists
- 27. With this simpletag, you can unlock insights about your site visitors like never before Place the LinkedIn Insight Tag on your website pages with just a few lines of code
- 28.
- 29. Political content onLinkedIn receives 44% more engagements than non-political content Politics Topic includes: Public Policy, Government Relations, Government & Administration, Politics, Politics and Government, and Law & Government Channels Top content is based on engagement numbers i.e. the total numbers of clicks, likes, comments and shares for that particular content piece. Engagement Top 100 content pieces (Sept 2014 – Sept 2015) Followers Top 20 pulse topics (Sept 2014 – Sept 2015) 50% 50% 30% 14% Politics Non- politics Politics Non- politics
- 30. Q8: Thinking aboutthe topic(s) you are interested in, how interested are you in reading about these topics on LinkedIn? Multiple-select Sample: All Respondents (n=5005) Top 5 preferred Government topics on LinkedIn HealthcareJobs/ employment Economy Taxes Education Members are very interested and engaged in policy content %
- 31. Minister Profiles Company Pages Theprofessional profile of record Identity Connect all of the world's professionals Networks Knowledge The definitive professional publishing platform Colleagues Canadians Data & Insights Content Marketing Mandate News & Information Make A Difference
- 32. ©2015 LinkedIn Corporation.All Rights Reserved.