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The LinkedIn Consumer Story: Why it Matters to You
The document outlines LinkedIn's mission to connect professionals through enhanced content sharing and personalized experiences, emphasizing the importance of mobile access and seamless distribution. It highlights the evolution of content publishing on LinkedIn, suggesting that both individual professionals and companies thrive in an ecosystem where engaging content drives user interaction and growth. Significant statistics demonstrate rising mobile usage, which is transforming how content is consumed and shared on the platform.
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The LinkedIn Consumer Story: Why it Matters to You
- 1. The LinkedIn ConsumerContent Story and Why it Matters to You Ryan Roslansky Head of Content Products Tomer Cohen Mobile Product Lead #intalent
- 2. Our Mission Connect theworld’s professionals to make them more productive and successful. #intalent
- 3.
- 4. Our Mission Connect theworld’s professionals to make them more productive and successful. #intalent
- 5.
- 6. Inform, educate, and inspireprofessionals through content. #intalent
- 7. Content Evolution • Publishingcontent and conversation on LinkedIn • Relevant personalized content • Mobile Distribution • Companies are first class citizens in the content ecosystem #intalent
- 8. Publishing Content onLinkedIn Original content is magnetic. #intalent
- 9. Publishing Content onLinkedIn Influencers The biggest names in the professional world contributing knowledge and insight on LinkedIn #intalent
- 10. Publishing Content onLinkedIn #intalent
- 11. Publishing Content onLinkedIn #intalent
- 12. Publishing Content onLinkedIn #intalent
- 13. Publishing Content onLinkedIn #intalent
- 14. Publishing Content onLinkedIn #intalent
- 15. Publishing Content onLinkedIn #intalent
- 16. Publishing Content onLinkedIn #intalent
- 17. Publishing Content onLinkedIn #intalent
- 18. Publishing Content onLinkedIn “In short time posting on LinkedIn, quality of comments is higher than anything I've seen in 12+ yrs of online journalism.” Herb Greenberg - CNBC #intalent
- 19. Publishing Content onLinkedIn Stand out by adding rich visual elements to your profile #intalent
- 20. Publishing Content onLinkedIn #intalent
- 21. Publishing Content onLinkedIn #intalent
- 22. Publishing Content onLinkedIn #intalent
- 23. Publishing Content onLinkedIn #intalent
- 24. Publishing Content onLinkedIn Conversation 2M+ Groups Created 200+ Conversations Every Minute #intalent
- 25. Publishing Content onLinkedIn #intalent
- 26. Publishing Content onLinkedIn 10M+ Uploads publicly 62M+ Monthly Unique Visitors* *June 2013 comSore #intalent
- 27. Publishing Content onLinkedIn #intalent
- 28. Relevant, Personalized Content Editorsare being replaced by your network. #intalent
- 29. Relevant, Personalized Content Onesize does not fit all #intalent
- 30. Relevant, Personalized Content Earlystart-up exec VS. Finance exec Who you are drives the content you receive #intalent
- 31. Relevant, Personalized Content Easy,discoverable topical channels accessed seamlessly across access points #intalent
- 32.
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- 36. Seamless Distribution Mobile isaccelerating content consumption. #intalent
- 37. Mobile changes theWorld Print 1500 Mobile is the 7th mass media revolution #intalent
- 38. 2012 2016 PC Tablet Per day… 378K 1.3M Smart phone =100M 371K Sources: IDC March 2012, Gartner April 2013, Every day there are 4.5x new mobile devices sold than babies born! #intalent
- 39. On mobile, contentis king 78% EMAIL 57% GENERAL SEARCH 73% WEB BROWSING 46% LOCAL SEARCH 64% MAPS/DIRECTIONS 44% READ NEWS, SPORTS 60% GAMES 37% WATCH TV/VIDEO Source: IDC “Always Connected” Report - https://fb-public.app.box.com/s/3iq5x6uwnqtq7ki4q8wk Smartphones are the central social, communication, and information tool in people’s lives #intalent
- 40. 82% of U.S.adults own a cellphone. 91% of them have their phone within arm’s reach. Source: http://pewinternet.org/Reports/2010/Cell-Phones-and-American-Adults/Overview.aspx #intalent
- 41. A day ina life of a mobile user. Tablet Phone Desktop 3a m 6a m 9a m 12pm 3pm 6pm 9pm Midnigh t #intalent
- 42. Desktop = 9-to-5Workday DESKTOP 3a m 6a m 9a m 12pm 3pm 6pm 9pm Midnigh t #intalent
- 43. Phone = AlwaysOn PHONE 3a m 6a m 9a m 12pm 3pm 6pm 9pm Midnigh t #intalent
- 44. Tablet = Coffeeand Couch TABLET 3a m 6a m 9a m 12pm 3pm 6pm 9pm Midnigh t #intalent
- 45. Being Truly Mobile. Shop,pay, collect, learn, navigate,… #intalent
- 46.
- 47. Mobile as %of total weekly unique users 33% Q2-2013 8% Q1-2011 Mobile is the fastest consumer product on LinkedIn #intalent
- 48. Product evolution 2010 v1.0 –Dashboard with 12 utilities #intalent
- 49.
- 50. Product evolution April 2012 Shiftfocus to content #intalent
- 51. Product evolution April 2013 Designfor the member #intalent
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- 53. Seamless distribution 2010 August 2011 April2012 July 2012 April 2013 Virtuous innovation cycle #intalent
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- 55. Desktop Phone Television Phone leads dailycontent consumption across desktop, television and tablet. Source: http://www.brafton.com/news/global-content-consumption-dominated-by-the-web-mobile-on-top #intalent
- 56. The smaller thebigger With 65% of the screen real-estate, content is now more front and center than ever. #intalent
- 57. The average mobilesession last 4.1 minutes Source: http://blog.flurry.com/bid/90987/The-Truth-About-Cats-and-Dogs-Smartphone-vs-Tablet-Usage-Differences #intalent
- 58. 140 1 5 6 characters minute seconds seconds Design for shortdigestible nuggets. #intalent
- 59. Companies are firstclass citizens in the content ecosystem. #intalent
- 60. Companies are firstclass citizens in the content ecosystem #intalent
- 61. Companies are firstclass citizens in the content ecosystem #intalent
- 62. Why is contentso important to LinkedIn? Increasing the talent pool on LinkedIn is vital to your success… #intalent
- 63. Why is contentso important to LinkedIn? Passive candidates by nature passive don’t visit a “job” site…. #intalent
- 64. Why is contentso important to LinkedIn? But every professional consumes content on a daily basis… #intalent
- 65. Why is contentso important to LinkedIn? So what happens when you can start to engage the worlds professionals frequently through content? #intalent
- 66. Why is contentso important to LinkedIn? They visit LinkedIn more frequently #intalent
- 67. Why is contentso important to LinkedIn? They spend more time on the platform, keep their profiles up to date #intalent
- 68. Why is contentso important to LinkedIn? They connect more and invite more people to join LinkedIn #intalent
- 69. Why is contentso important to LinkedIn? Increasing the engagement with LinkedIn allows us to provide you access to the world’s professionals at scale Content is Driving Engagement. Engagement drives opportunity. #intalent
- 70. Our Mission Connect theworld’s professionals to make them more productive and successful. #intalent
- 71.
Editor's Notes
- #3 To start this story I want to reground us with the mission of LinkedIn. (you may have heard this a few times today)There are two parts to our mission statement, but I am going to quickly pause on the first part – Connect the world’s professionals. We’ve always known that if we can execute on this part of the mission we would be in a solid position to do many great things for professionals moving forward.
- #4 That’s why for a long time, this was the LinkedIn homepage. A page dedicated to signing up, creating a profile and connecting. And now as over 230M professionals have joined LinkedIn, with over 2 joining every second, it’s time to start focusing on the second line of our mission statement
- #5 Make the world’s professionals more productive and successful… Not just when they are trying to create an online identity. Not just whey they are trying to build a network. But on a daily basis – whether they are trying to find a new job, or trying to become more successful in the job they currently have.
- #6 That’s why the LinkedIn homepage looks like this today. Network and identity still play a major role in our value proposition. But now so does content and activity that is relevant and important to make professionals more productive and succsesful on a daily basis.
- #51 http://www.mobilemarketer.com/cms/news/social-networks/14913.htmlhttp://www.wired.com/wiredscience/2011/08/how-long-should-you-make-that-youtube-video/http://blog.flurry.com/?Tag=Usage%20StatisticsSimple – dead simple – keep simple simple