Linked indaba 2015 why does linkedin matter to you

1. #linkedindaba2015

2. ​Ian Hurlock
Partner Account Management
LinkedIn
​Sam Parker
Partner Account Director
LinkedIn

3. Conference Sessions:Session 1:
09:00-09:45 Why does LinkedIn matter to you
09:45-10:30 Helping your brand reach it’s audience.
10:30-11:00 Tea break
11:00-11:45 Empowering your business with talent and sales
11:45-12:30 How to generate effective content
Break for lunch at 12:30- 13:30
Session 2:
13:30-14:15 Panel Discussion
14:15-14:30 Reporting
14:30-15:15 LinkedIn in the next 12 months
15:15- 16:00 Additional Questions

4. Context:
• Why does LinkedIn matter to you?
• What are professionals doing? What is
relevant to them?
Key takeaways:
• Personal profile best practice
• How to engage professionals and meet a
variety of marketing goals
• Create and extend your brand’s presence
Executive summary

5. Connect the world’s professionals
to make them more productive
and successful
​LinkedIn’s mission

6. LinkedIn is the business dashboard
for the world’s professionals
​Over 400 million members in over 200 countries and territories.
Stay Connected Stay Informed Get Hired

7. Source: LinkedIn data;
MBA graduates
3MM+
IT Decision Makers
4.1MM+
C-level execs
6.8MM+
Opinion Leaders
10.7MM+

8. USA
118M+
EMEA
122M+
APAC
73M+
LATAM
53M+

9. LINKED IN
AUDIENCE in
Africa
19 301 220
professionals present on LinkedIn
AUDIENCE TOTAL
1 080 000
Algeria
Egypt
1 230 000
Morocco
1 230 000
Kenya
4 800 000
South
Africa
610 000
Tunisia
2 450 000
Nigeria
400 000
Tanzania
328 000
Zimbabwe
298 000
Senegal
1 900 000
758 000
Ghana
 African member count has grown by 5%
 South African member count has increased by 7%
 South Africa is nearly at the 5 million member mark and Africa nearly at
the 20 million member mark. Would LinkedIn consider doing some PR
around these milestones?
 Fastest growing countries:
 Nigeria: 6% (147, 557)
 Egypt: 6% (121, 583)
 Kenya 4% (50,355)

10. Professional Publishing
Platform
Peers
1MM+ posts/wk in Groups
130k/wk Member Posts
Thought Leaders
500+ Influencers
News
2MM+ Publishers
LinkedIn Pulse
Brands
7MM+ Company Pages
Company Updates
18MM+ Slideshares
Elevate
Education
270k+ Lynda classes
Professional Publishing Platform

11. 11
So, what does it mean for you?

12. ​LinkedIn Marketing Solutions’ mission
Be the most effective platform
for marketers to engage
with professionals

13. 10
Pieces of content
are consumed before
a purchasing decision
is made
Source: Zero Moment of Truth Study, Google
90%
Before customers
reach out directly
Source: Forrester, “Accelerating Revenue in a Changed Economy”
Influencing the buyer’s journey

14. Relevant content is the answer.

15. 41%
of online ads reach the wrong audience*
60-70%
Content goes unread**
5%
Fill out a form***
*Defining Online Ad Success: How benchmarks are shifting as advertisers take aim,” Nielsen **Inciting a B-to-B Content Revolution,” Sirius Decision
***B2B campaign form conversion rates range from 1-5%, Sirius Decisions Benchmark Survey.
The challenge remains:
​Reach the right people and convert high quality prospects

16. Reach only the right people
Deliver highly relevant
content in the right channel
Acquire new customers efficiently
Imagine if the funnel worked like it should

17. Onsite Display
Network Display
Sponsored Updates
Sponsored InMail
Lead Accelerator
Full-funnel analytics
& reporting
products that impact
every stage of your
funnel and get results
The only full-funnel professional platform

18. Connections
Company Industry
Size
Skills
GenderEducation
Geo
Groups
Standardized
job titles
SeniorityFunction
Occupation

19. ©2013 LinkedIn Corporation. All Rights Reserved. Confidential – Do Not Distribute
Creating an ‘Always On’ Strategy
12:00
PM
6:00
AM
9:00
PM

20. Extending seamlessly across devices

23. “Sponsored Updates allowed us to reach the right audience on the right
channel to educate marketers.”
Amanda Rendle, Global Head of Marketing, Commercial Banking and Global Banking
and Markets, HSBC
• Drove over 40,000 interactions with
HSBC content
• Boosted organic update impressions
by 1,500% and social interactions by
900%
• Created long-term value, attracting
3,750+ new followers to the HSBC
Commercial Banking LinkedIn
Company Page
• Delivered reach and engagement
from more than 50 industries
FINANCIAL SERVICES
Share thought
leadership

25. Engagement
Audience
Content Marketing Score
YOU

26. How to leverage LinkedIn in your
professional career

27. 27
I’m eating a #donut
I like donuts
Here’s a video of me eating a donut
Here’s a great photo of my donut
This is where I eat donuts
Here’s a donut recipe
I’m listening to “Donuts”
I’m a Google employee who eats donuts
 My skills include donut eating
 I’m qualified in donut making
 I work in the donut industry
 I’m interested in the future of donuts
 I’m connected to donut experts
 Here’s a video / photo / recipe for donuts

28. 2
How to be successful
Identity
The professional
profile of record
Network
We connect the
world’s professionals
Knowledge
The definitive professional
publishing platform
How to be successful

29. 2

30. Simple steps to
Rock Your Profile
3

31. Add a
professional photo
1
More likely to be
viewed if have photo
14x

32. Write an attention-
grabbing headline
2
Explain what it is you do
Show your passion and value

33. Always think
keywords

34. Draft a
compelling summary
3
40 words or more
Include keywords but not buzzwords
Focus on career accomplishments

35. 4
Detail your past
work experience
More likely to be
viewed if have more
than 1 position listed
12x

36. Add skills and
get endorsements
5
Include a mix of high level
and niche skills

37. 3
Manage your Personal Settings6
You control your privacy and email frequency

38. 3
Collect valued recommendations7
David Xiao

39. ​Rock your Professional Brand
Stay Informed

40. The most relevant professional
news and knowledge
Pulse Influencers &
Publishing
GroupsSlideShare

41. Find and
join groups
Participate in discussions
related to your industry

42. Discover content
relevant to you

43. Gain insights from top industry leaders

44. 4
Top 5 things you should do now
Follow companies, industries and people you are interested in
Join 2 or 3 relevant groups
Complete and enhance your personal profile
Connect and grow your network
Be an active collaborator – share, update your status,
discuss and GIVE to your network

45. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.