Rob Humphrey at Pearson Academic Partner Summit
•Download as PPTX, PDF•
0 likes•910 views
Since 2010 Rob Humphrey has been a key evangelist for LinkedIn's data-rich tools that help students, employers, and education institutions. Join Rob for a discussion that will highlight LinkedIn's evolving focus on education, new innovations in digital marketing, and how Pearson and LinkedIn are working together on cutting-edge marketing strategies to serve partners and education consumers. Rob will present fresh insights based on LinkedIn's unique data set and talk over key concepts to harness the platform. Rob Humphrey is a five-year veteran of LinkedIn where he is top 1% performer in sales and marketing. Currently, he works with an elite group of customers that are part of LinkedIn Marketing solutions newly formed Education vertical. Prior to that Rob was a Senior Manager of Content Marketing and headed up creative visual and social efforts for LinkedIn Talent Solutions. This talk is about marketing to students and prospective students at LinkedIn
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Rob Humphrey at Pearson Academic Partner Summit
Similar to Rob Humphrey at Pearson Academic Partner Summit (20)
More from Rob Humphrey
More from Rob Humphrey (20)
Recently uploaded
Recently uploaded (20)
Rob Humphrey at Pearson Academic Partner Summit
- 1. ROB HUMPHREY
- 4. SCHOOLSEMPLOYERS MEMBERS E D U C A T I O N E C O S Y S T E M
- 5. E D U B U Y E R S J O U R N E Y
- 6. 1987
- 7. Ithaca, NY
- 8. Flying blind
- 9. The education buyers journey today is radically changing
- 10. C L E A R S I G H T L I N E S
- 11. Insights about career outcomes of educations worldwide
- 13. Decision Boards
- 14. (The best kept secret on LinkedIn)
- 18. Decision time
- 19. #futuresundevil
- 21. The education buyers journey today
- 22. T H E M I N D S E T D I V I D E
- 23. Personal mindset = spend time
- 24. Professional mindset = invest time
- 25. Professional networks are used 2x more than personal networks for educational information Fact
- 26. What are prospective students doing on LinkedIn? STAYING INFORMED CONNECTING CONSIDERING CAREER
- 28. Flagship Feed Network Messaging Me Search CONNECT
- 29. STAYING INFORMED through professional news and knowledge
- 30. Publishing Global news and thought leadership from 350M+ members INFORMED
- 33. GET HIRED and build your career
- 34. Flagship & Job Search Find the right job or have the right job find you GET HIRED
- 36. In the US Hospital & Healthcare industry, what are the most sought-after skills? Nursing Medical imaging Therapy and special needs Healthcare management Mental health 1 2 3 4 5
- 37. Education The most effective platform for marketers to engage with professionals MARKET Relevant Helpful Everywhere
- 38. Relevant Helpful Everywhere Be everywhere
- 39. LinkedIn members are highly driven to undertake further education of members are at least considering further study 49% 12% 6% 7% 10% 0-6 6-12 12-18 18+ Months Aren’t sure yet Likely to undertake future study in the next... LinkedIn survey – US April 2014 35% 14%
- 40. LinkedIn members are in-market for specific courses 10% Of LinkedIn North American members intend to do a MBA 22% Of LinkedIn North American members intend to do a Postgraduate degree (non-MBA) Source: LinkedIn internal data, May 2014. N = 1503.
- 43. Relevant Helpful Everywhere Be everywhere
- 45. Members expect and trust content from brands BE HELPFUL Career info Current affairs Updates from brands
- 46. 46 Top content expected from education institutions 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 34% 35% 36% 38% 47% 52% 61%Staff / Lecturer Profiles Career Advice Expert commentary / Reviews of the Institution On Campus Information Sessions Updates on Institution Research Alumni Profiles / Achievements Updates on Institution Rankings
- 47. What you want to say What your audience wants to hear Sweetspot
- 52. Relevant Helpful Everywhere Be everywhere
- 53. Smartphone consumption is always on 9pm6pm3pm12pm9am6am
- 55. ©2015 LinkedIn Corporation. All Rights Reserved.
Editor's Notes
- Eric Friedman - Director, Office of Distance Education at Boston University member #80,168 I celebrated 5 years at LinkedIn last month. When I started we had 500 employees We were just about to celebrate our 50 million member milestone In addition to my daily role in sales, I very quickly become focused on the journey of students as they navigated high school, applied to college, took on their first real job and How they made decisions about graduate degrees. I realized young professionals and students have been flying blind when it came to navigating careers. Almost as if they believe there is a unicorn out there called career and the adults are just hiding it from them For the past 5 years, I created my own unique career at LinkedIn, spending a portion of my time I having a continuous discussion with hundreds of students, employers, and folks like all of you you ‘at schools around the country. I have literally watched my company humanize massive amounts of data, putting names and faces with careers and opportunity This morning I planned on sharing my experiences by: 1- taking you on a personal tour of the evolution of the “education buyers journey” 2- sharing what potential future students for your programs are doing on LinkedIn and 3- describing how we support Pearson in connecting and engaging with prospective students on LinkedIn
- Today LinkedIn has over 7,500 employees. 350 MM Members, growing at a rate of 2 M / sec And best of all Over 42M students and recent graduates as members Students and RG are LNKDs fastest growing and most engaged cohort This includes a growing number of high school students DOES ANYONE HAVE A HIGH SCHOOL STUDENT? Then you know that they know everything. Last Friday evening my sons JD and Shane were getting ready for their HS Prom. They were busy snap chatting their friends I boldly asked “should I be on snapchat?”
- This is how they looked at me… I love these fella’s of course. And over the years we have all agreed on one thing when it comes To social media – LinkedIn is a network where parents and kids can truly coexist
- And that is because LinkedIn has a unique position when it comes to the education ecosystem We have 3.5 Million companies indexed These companies have have millions of jobs listed on LinkedIn -We have a fast growing professional network - 200K new members per day -And we have over 24,000 higher ed institutions and 4 million faculty members on the site.
- -My dad factory no degree ( -My mom secretary in hospital no degree -I tried to pick colleges based on avg annual snowfall my mom and my older brother suggested healthcare wa the way to go
- -I end up in Ithaca NY at IC -Or what many ppl refer to as 15 aq miles surrounded by reality -I did internships at hospitals -Degree in HC admin and gerontology -
- I was flying blind I had no idea what skills were in-demand What jobs I could find I had no professional contacts The first several years of my career were a blur I ended up in Boston working at a hospital dreading my ride on the T from Davis to Dorchester
- The education buyers journey today is radically changing 1. It’s becoming increasingly difficult to influence education investment decisions
- We can help you provide clear sightlines when students are choosing their college, their major or contemplating graduate school. By helping them answer questions about the consequences of their choices for their careers.
- Millions of members have told us… where they went to school, what they studied What degree they got Their internship And everything they did in their careers after school We have the first and only large-scale dataset exposing the career outcomes of any education, for many decades, from any school in the world The power of this data – for students, colleges, companies, even governments is mesmerizing
- Tell us what you want to do, and we'll show you which universities send the most alumni into that career.
- As a marketer, you know it’s becoming increasingly difficult to influence purchase decisions. The buyers journey is non-linear and people are making it through 90% of it before they reach out directly. Today’s empowered consumers have multiple tools in hand to find information about products, compare prices, get social recommendations and so on. And the way this impacts your business is [overlay the funnel visually] it's harder than ever to reach the right people and convert them into customers. Which, at its core, is how marketing success is measured. In order to succeed, marketers need to be present throughout the entire process to generate awareness among your target audiences b) create helpful content that addresses the customers’ needs and c) distribute that content in the right places and moments in time to get them ready to reach out.
- As a marketer, you know it’s becoming increasingly difficult to influence purchase decisions. The buyers journey is non-linear and people are making it through 90% of it before they reach out directly. Today’s empowered consumers have multiple tools in hand to find information about products, compare prices, get social recommendations and so on. And the way this impacts your business is [overlay the funnel visually] it's harder than ever to reach the right people and convert them into customers. Which, at its core, is how marketing success is measured. In order to succeed, marketers need to be present throughout the entire process to generate awareness among your target audiences b) create helpful content that addresses the customers’ needs and c) distribute that content in the right places and moments in time to get them ready to reach out.
- 1. It’s becoming increasingly difficult to influence education investment decisions 2. In fact Professionals investing in education are making it through 90% of the so called marketing funnel it before they reach our for a discussion In order to succeed, marketers need to be present throughout the entire process to Be relevant generate awareness among your target audiences Create helpful content that addresses the customers’ needs and Distribute that content in the right places and moments in time to get them ready to reach out.
- Fact: People occupy very different mindsets when using professional networks than when engaged with their personal ones. If marketers are to make more effective use of social media, they must tailor their strategies to the very different roles that these networks perform – and the very different emotions that people feel when using them Emotional differences Aspirational And the type of content users expect from networks aligns to the differences in mindset. In a ranking of the types of content users expect, “Updates from Brands” was ranked #2 for those using professional networks and #9 on personal networks. Emotional Drivers On Personal & Professional Networks It’s easy to assume personal networks capture more of users’ emotion and passions as they share their personal lives – but our study reveals something very surprising – users are also driven by a deep well of emotion when engaging on professional sites. While these emotions are less obvious than those on personal networks, powerful desires like ambition, security, achievement, progress and happiness are lying just under the surface of the professional’s engagement. Not only do emotional appeals in marketing drive greater ROI* , the deep emotion on professional networks provides fertile ground for building meaningful relationships.
- Personal Networks “Spend Time” Info on friends Info on personal interests Entertainment updates Nostalgic, Having fun, Distraction Its hanging out with yuour kids on South Mountain
- Professional Networks “Invest Time” Career info Updates on brands Current affairs Achievement Success Aspiration Findng a school Aspiring
- Your audience is interacting with brands
- Ithaca College Alumni Group IC Mentoring Netwiork
- We asked LinkedIn members “How likely are you to further your education in the future? “ n=1040
- professionals are already expecting to establish relationships with brands on LinkedIn, because they believe it will help them become more productive and successful. And the best way to build those relationships is through relevant content: members engage 7x more with content than with jobs on our platform. Plus, our research shows that updates from brands are the 2nd most-expected type of content, so there's definitely a huge opportunity here of modern marketers
- Members expect universities to have a presence on LinkedIn. We have worked with the Pearson team to ensure they are experts in using these outposts to raise awareness of your brand Educate potential students And ultimately nurture and convert high quality leads
- When you look at the member usage data, you see unique patterns for desktop, mobile and tablet, and we tailor the experience accordingly. Mobile and Tablet together provide an early morning spike, during the ‘coffee’ part of the day. Mobile holds steady all day, as connected professionals stay glued to their phones. And then during the ‘couch’ phase in the evening, you see this dramatic spike in Tablet use. Sponsored Updates work seamlessly across all devices, so they ensure you’re going where your audience goes.