Ian Hurlock: Connectiong with professionals on LinkedIn
29
Transcript of Ian Hurlock: Connectiong with professionals on LinkedIn
C O N N E C T I N G W I T H P R O F E S S I O N A L S O N
L I N K E D I N
DIGGIT 14th June 2016
CANADA
12M+
BRAZIL
25M+
EMEA
138M+SAUDI
ARABIA
2M+
SOUTH
AFRICA
4M+
INDONESIA
6M+
AUSTRALIA
7M+
USA
128M+UAE
2M+
CHINA
20M+INDIA
35M+
RUSSIA
5M+
For Members
For marketers
Hire Market Sell @Work
Connect Stay Informed Get hired
STAY INFORMEDBuild your professional brand
More content vs. job
postings in the feed
15xContent
Jobs
57% mobile9 billion content impressions / week
Invest Time
Professional Networks
Top 3 types of content expected
1
2
3
Helpful / Useful contribution to current job
Current news that is industry relevant
Future looking skills gaps
But you are speaking to people, not companies
Be HumanBe HelpfulAim to
Inspire
Moving from ads to knowledge“LinkedIn has the key connection:
a business audience eager to
engage and a place where brands
can be themselves”
Where brands bring value
The most relevant professional
news and knowledge
Pulse Influencers &
Publishing
SlideShare
A case for content
Be present in conversations
where you matter most
Sources: *Forrester, “Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012; **Zero Moment of Truth Study, Google
A case for content
What great content looks like
Organizational
Leadership
Product
Leadership
Industry
Leadership
How great content works
1. It follows a plan
2. It knows who it wants to reach
Targeting personas
Career
ChangersEx Pat
Company
ChangersFortune 1Ks Career starters
Interest –
Energy,
Education, etc
2-7 years
experience
Bachelors,
no masterStudents
And leverages insights
Human Resources
Create 1,8x more content
than the average member
Sales Professionals
30% more active on Mobile
than the average member
Marketers
2,5x more likely to
follow an Influencer
than the average member
IT Pros
4x more connected
than the average member
3. It’s time / content relevant
AUTOMOTIVE + LUXURYINVESTMENT BANKING
TECHAVIATION
4. It repurposes and tests
Slide
presentationsInfographicsWebinarsVideosBlogsInterviews
38% CTR* lift
Personalized
156% CTR* lift
Short and punchy
5. It optimizes performance
Reach Frequency Engagement
Launch sponsored update
campaigns
Launch follower campaigns
Post more company updates
Encourage employees to post more
updates
Improve
content quality & relevance
XX
X
Brand A
X
K E Y T A K E - A W A Y S
1. Find your big rock
2. Be audience first
3. Repurpose and test
