This document provides an overview of how brands can use LinkedIn to engage consumers. It discusses various LinkedIn marketing strategies and tools like Showcase Pages, Sponsored Updates, Spotlight Ads, custom apps, events, trending content analysis and a Content Marketing Score to develop effective content strategies and drive engagement. Examples are given of how these tools were used by various brands to target audiences and generate viral reach through earned and shared content on the LinkedIn platform.

1. An introduction to

2. The Agenda
1. LinkedIn Overview
2. How Brands use LinkedIn
3. How can we work together?
4. The LinkedIn Advantage
5. Requirement

3. Connect the world’s professionals to make them more
productive and successful
Our Mission

4. 9.8M+
Canada
102M+
USA
17M
Brazil
15.8M
UK
26M+
India
4.8M+
China
5.8M+
Australia
1.2M
Singapore
3.2M+
Indonesia
2.4M+
Philippines
1M+
Japan
3.1M+
South Africa
820k
Korea
1.7M+
Malaysia
>2 New
Members per second
54M+
Members in APAC
300M+
Members worldwide
Source: LinkedIn Internal Data Mar 2014
850k
Thailand
720k
Vietnam

5. More than 50% mobile by 2014

6. Knowledge
Be the definitive professional
publishing platform
Networks
Connect all of the world’s
professionals
Identity
Be the professional profile
of record
Professionals use LinkedIn because they find value across

8. How are
BRANDSEngaging this Audience?

9. Showcase Pages

10. Company Pages: The Launching Pad for Content
Over 80% of impressions of brand
content occur in the newsfeed

11. Showcase Pages Acura Company Page

12. Sponsored Updates

13. Consumption Priorities for Users
Network
Updates1 LinkedIn
Pulse &
Influencers2 Brand
Content3

14. 75%+ of engagement happening on mobile with SU

15. Native is more than just an ad
format. It goes back to
matching context- being
helpful, inspirational, and
aspirational.

16. Leveraging LinkedIn’s data
16
Profile data drives relevancy
Early start-up exec
Finance exec VS.

17. Sponsored Updates

18. Sponsored Updates Audi talks about Product Features

19. Sponsored Updates Mercedes Product Launch

20. Sponsored Updates Nissan promotes the ‘Design Your Life’ Contest

21. Spotlight Ads

22. Spotlight Ads

23. Custom Apps

25. Custom Apps
Career Defining
Moments

26. 10X Viral
Reach via
Earned Media
Custom Apps
Members were targeted
using Spotlight Ads &
Sponsored Updates
Career Defining Moments
Once on the property they were
asked to Log in with LinkedIn
The Member signs in
and allows the
application to access
his/her profile and
network
The member interacts
with the property
An InMail goes out to the
connections s/he invited
An update goes out to the
network

27. Custom Apps
Who Deserves a
Break in Oz?

28. 10X Viral
Reach via
Earned Media
Custom Apps Who Deserves a Break in Oz?
Once on the property they were
asked to Log in with LinkedIn
The Member signs in
and allows the
application to access
his/her profile and
network
The member then had to
nominate connections
for a break in Oz
An InMail goes out to the
connections s/he nominated
An update goes out to the
network
Members were targeted
using Spotlight Ads &
Sponsored Updates

29. Custom Apps
Most Fashionable
Professional

30. 10X Viral
Reach via
Earned Media
Custom Apps Most Fashionable Professional
Once on the property they were
asked to Log in with LinkedIn
The Member signs in
and allows the
application to access
his/her profile and
network
The member then had to
nominate the most
fashionable connections
An InMail goes out to the
connections s/he nominated
An update goes out to the
network
Members were targeted
using Spotlight Ads &
Sponsored Updates

31. Custom Apps
Tata Motors Zest
Launch Vehicle

32. 10X Viral
Reach via
Earned Media
Custom Apps Tata Motors Zest – Launch
Once on the property they were
asked to Log in with LinkedIn
The Member signs in
and allows the
application to access
his/her profile and
network
The entire experience was
customised based on the
member’s data
An update goes out to the
network
Members were targeted
using Spotlight Ads &
Sponsored Updates

33. Examples of how brands used LinkedIn APIs
to effectively engage their consumers

34. Bite Sized Content

35. Bite Sized Content
Videos are often filled with interesting content
users want to consume but are very lengthy.

36. Bite Sized Content
One Video
Bite Sized Relevant Videos
Rich Image Based Content

37. LinkedIn Powered Events

38. Events

39. Events
Content Hub/Event Website
Sponsored InMail
Sponsored Updates
BEFORE
THE EVENT

40. Events
DURING
THE EVENT
Sponsored Updates
Networking
eDM

41. Events
AFTER
THE EVENT
Sponsored Updates
Content Digest
Downloadable Content

42. Watch. Win.

43. Watch. Win.
Hope you’ve been paying attention. Answer this question to
proceed.
Get all 3 answers right and this phone can be yours!
The iPhone 5 camera is:
 8 megapixels
 10 megapixels
 13 megapixels

44. Watch. Win.
The member is directed to the
property via a Sponsored Update or
Spotlight Ads.
Once on the property they will have
to sign in with LinkedIn to participate
Once signed in, they can proceed to
watch the video.
At pre-assigned intervals, questions
will be asked based on what the user
has just seen.
An update will go to the user’s
network stream, thus bringing in
more users to the site.

45. The
Advantage

46. Trending Content

47. Trending Content
Identify the top topics being shared on LinkedIn by audience
(not company!)1
See what the top articles are within each trending
content category2
Compare the content preference of different
audiences3

48. Trending Content
Leverage these insights
to guide your content strategy
What should I publish?
Who should I target with my content?

49. Trending Content
LinkedIn CXO Members in North America are talking about a diverse set of topics

50. Content Marketing Score

51. Content Marketing Score
A monthly score that quantifies and benchmarks
the influence companies have on LinkedIn1
A score that can be filtered by audience2
A score that is stacked up against a
competitive set3

52. ExampleContent Marketing Score
Content Marketing Score for ITDM Professionals vs. Peers (December, 2013)

53. ExampleContent Marketing Score
Engagement with them is driven largely by a focus on updates (December, 2013)

54. ExampleContent Marketing Score
These are the three levers that influence CMS

55. Requirement

56. Team Requirements
Project Manager
Technology
Teams
Content
Writers
QC Teams
Designers
Strategist

57. Thank You