Content play book 2014

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Transcript of Content play book 2014

Accelerating influence through

the knowledge network

1Whether youre targeting prospects or attracting UBMFOUCPPTUJOHFOHBHFNFOUPSJOnVFODJOHUIPVHIUleaders, todays always on lifestyle and fractured media have only made it harder

Its never been easy...

Unless otherwise noted, all data sourced from LinkedIn Corporation internal metrics and research.

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76%

In the new information age, breaking through requires more than just access...

It requires trust

And trust mattersNewly empowered by social and mobile technologies, buyers and prospects take charge and do their homework... And they want trustworthy, relevant and valuable content to inform their decisions.

Trusted content trumps the sales pitch

And they seek and corroborate information through their professional network:

Buyers, both business and personal, make up their minds before speaking to a sales person:

through the buying cycle by the time they contact a vendor. (Source: CEB)

of buyers prefer a vendor recommended by their network. (Source: IDC)

57%

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In the new media reality...Trusted content lives in the newsfeed

"OEUIFZSFmOEJOHJUPONPCJMF12 minutes of every hour spent online is dedicated to this pursuit (Source: The Mindset Divide: Spotlight on Content, LinkedIn and Millward Brown Digital, April 2014)

use social platforms to access professional content at least once a week or more - more than all forms of traditional media, including television (Source: The Mindset Divide: Spotlight on Content, LinkedIn and Millward Brown Digital, April 2014)

Todays professionals spend more time than ever consuming relevant content

Thanks to soaring mobile and tablet usage, consumption of professional content doesnt just happen 9a to 5p

70%For

2/3Nearly Professionals are 62% more likely to consume professional content at home than at work (Source: The Mindset Divide: Spotlight on Content, LinkedIn and Millward Brown Digital, April 2014)

More than 50%PGUSBGmDUPNPTU major social platforms will come from

mobile by the end of 2014

And 41% of time spent consuming content is spent on professionally relevant content

compared to just 30% for news and 29% for entertainment

Among LinkedIn members who actively consume & share content. (Source: The 2014 Global Professional Content Consumption Report, LinkedIn, 2014)

Theyve made social media a primary resource:

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Enter

"TUIFEFmOJUJWFQSPGFTTJPOBMQVCMJTIJOHQMBUGPSNLinkedIn is the natural hub for professionals to seek and share content that helps them make their most important business decisions.

The professionals network of choice has quickly become their relationship tool of choice.

Building identity, fostering connection, enhancing knowledge.

The Global Hub for professional content

The result: A place where corporations are made human.

Approachable. Accessible. Authentic.

A tool to enhance knowledge,HQJDJHHPSOR\HHVDQGLQXHQFH

decision makers at scale

this precise, this effective,

and this efficienthas never before existed.

until now.

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From influence to engagement,Social and LinkedIn get results

91% say social increases their visibility with prospects

86% say social brings them closer to their customers84% say it increases customer advocacy81% say it increases customer loyalty(Source: Oracle, Social Media Today and Leader Networks, The Socially Enabled Enterprise: A 2013 Research Study, Sep 17 2013)

5PQCFOFmUTPGsharing professional content on LinkedIn

And no social platform is as trusted as LinkedIn

Whats more, that content is more sought after and shared than on any other platform

5PQCFOFmUTPGconsuming professional content on LinkedIn

say it increases their visibility

trust LinkedIn for professional content

Enhancing knowledge: 77% keep up with

industry news & 70% discover new ideas within their industry

Strengthening networks:

63% build relationships with colleagues/clients

& 44% spark conversations

Boosts personas:

56% build professional reputation

& 40% improve current job skills

say it enhances their professional

reputation

77% FYQFDUUPmOESFMFWBOUDPOUFOUPO-JOLFE*O

74% say LinkedIn is a suitable place to share it

trust Facebook for professional content

say it positions them as thought leaders

trust Twitter for professional content

(Source: The Mindset Divide: Spotlight on Content, LinkedIn and Millward Brown Digital, April 2014)

(Source: The Mindset Divide: Spotlight on Content, LinkedIn and Millward Brown Digital, April 2014)

Among LinkedIn members who actively consume & share content. (Source: The 2014 Global Professional Content Consumption Report, LinkedIn, 2014)

Among LinkedIn members who actively consume & share content. (Source: The 2014 Global Professional Content Consumption Report, LinkedIn, 2014)

Among LinkedIn members who actively consume & share content. (Source: The 2014 Global Professional Content Consumption Report, LinkedIn, 2014)

91%

91%

86%

24%

84%

61% 30%

81%

19%

The LinkedIn Point of ViewBe accurate. Be helpful. Be everywhere.When it comes to relevant professional content...No social platform is used as frequently as LinkedIn

91% LinkedIn 61% Online news sites

30% Twitter 24% Facebook

and 19% Google+

64%

71% 40% 31%

63% 40%

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Content is influence,influencers provide contentMarrying the platform and targeting capabilitieswith quality content creation and scaling it to QSPWJEFUIFQPXFSPGUIFJOnVFODFSTUPBMM

LinkedIn means more signal, less noise

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LinkedIn enables companies to boost employee engagement and showcase its talent brand. Employees at companies that most actively participate on LinkedIn are:

And companies that engage their workers are...

Linkedin activates, amplifies and supports the whole team

more likely to feel engaged at the

company

more likely to feel more connected to co-workers

outside of their core team

more likely to have access to information

that helps them do their job better

Employees are the most powerful, yet overlooked and underrated, marketing channel.

15% 15% 14%

22% NPSFQSPmUBCMFaverage 21% more productive

(Source: Gallup State of the American Workplace, 2013)

Create the corporate brand identity

Building company presence

Develop the networkAcross employees, followers and group members

Seed the network 8JUIJOnVFODFSBOENFNCFS posts, company updates and group discussions

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Empower your key talent,enable them to be thought leaders Harnessing internal intellectual capital for external thought leadership can be daunting to coordinate and execute at scale.

LinkedIns publishing tools when combined with the right FEJUPSJBMTVQQPSUBVEJFODFTFHNFOUBUJPOBOEBNQMJmDBUJPOstrategies provide the perfect brand-safe platform with distribution and social engagement built in.

How its done

Attract an audienceFollow and be active

Establish a corporate ecosystem(Company Pages, Showcase Pages, $BSFFS1BHFT"GmMJBUFE1BHFTBOENPSF

Engage through content Activate your team + Optimize with analytics

Extend your presenceCustomize

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Amplify and analyzePresence, strategy, content, voice and targeting are just the beginning...

-JOLFE*OSFDPNNFOETBNQMJmDBUJPOQMBOTUPaccelerate distribution and meet strategy.

Ongoing analytics provide insight on content success and traction.

Measure success, meet your KPIs. From engagement to share of voice to quality of leads.

How LinkedIn partners with agencies

Create + publishTap into LinkedIn content intelligence to select subjects and capitalize on trends. Drive ongoing content development and editorial calendar.

WorkshopWork with LinkedIn to create content strategy, prioritize publishers (leadership, TVCKFDUNBUUFSFYQFSUTTBMFTFUDBOE establish publishing process.

Accurately targetTarget and reach the absolute exact BVEJFODFZPVXBOUUPJOnVFODF

ExtendLeverage LinkedIn data to create immersive apps and creative experiences.

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Content

The Atlantic

Bloomberg

CBS Interactive

Contently

Freshwire

Group SJR

IDG

NewsCred

Percolate

Sponsored Updates

Adstage

Brand Networks

Salesforce

Shift

6OJmFE

Content partners create world class editorial strategy and creative for LinkedIn Sponsored Updates partners help you optimize your efforts with technology built for power users

LinkedIn partners

Amplification opportunities

Analytic tools

Organic

Company Updates

Paid

Sponsored Updates Sponsored InMailDisplay

Content Marketing Score

Benchmark and trackUnderstand who consumes your contentQuantify engagementCompare to competition

Trending Content

Determine what matters, to whom and when

Your KPIs

Leading and lagging indicators

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Building relationships.Reaching, engaging and influencing audiences

your storytelling and creativity

The art & science of

meets

marketing.linkedin.com