Nyenrode sessie juli 2014
-
date post
22-Oct-2014 -
Category
Technology
-
view
168 -
download
0
description
Transcript of Nyenrode sessie juli 2014
1
2
Connect the world’s professionals to
make them more productive and
successful
Our mission
3
The professional profile of record
Connect all of the world's professionals
Identity Networks KnowledgeThe definitive professional
publishing platform
THE ECONOMIC GRAPH
Evolution of Professional Content
Content Marketing on LinkedIn: WHY
Content Marketing on LinkedIn: HOW
1
3
2
5
Professional Content Consumption Report 2014
6
In the past, there were few sources for content
TV Print Radio
7
Now, the internet provides a sea of information
that requires filtering Internet
Websites or Apps
Content
8
Social networks are now the dominate portals for
discovering content
Content
Several years ago, LinkedIn began a transformation
2006
Identity
Network
Knowledge
2014
10
And ultimately evolved into a content platform
500 LinkedIn Influencers
Pulse: News AggregatorSlideShare
1.5MM+ sites use InShare
That is globally recognised and trusted
Trustworthy
78 192013 MillwardBrown Digital study on 1,100 US adult internet users
Top 100 global brand
SOCIAL NETWORK ASSOCIATION AS “A TRUSTWORTHY SOURCE OF PROFESSIONAL CONTENT”
And increasingly delivering content via mobile
Mobile Traffic
Content Marketing on LinkedIn: WHY2
13
Study: >6,000 LinkedIn members across 8 markets
We surveyed members who regularly consumed content
in the LinkedIn homepage feed (desktop or mobile)
Mean survey time was ~10 mins. Respondents with nonsensical answers or extremely short or long completion times (<4 mins or >12 hours) were removed.Participants received $5 to $25 for their participation depending on their title. Response rates ranged from 4.8% to 6.8% depending on the country. Seniority was used to weight the data when estimating population statistics.
United States
Sample Size
2,701
Canada
Sample Size
472
Brazil
Sample Size
483
Australia
Sample Size
480
Singapore
& Hong Kong
Sample Size
457
France
Sample Size
497
Benelux
Sample Size
483
UK
Sample Size
485
These members are wealthy and influential professionals
1 in 5 Director+1 in 3 Manager+
16
LinkedIn is their primary choice for professionally-
relevant content
N = 6,058; data weighted to reflect active LinkedIn members.
91%
61%50%
36%30%
24% 22% 19%13%
In a typically work week (Monday through Sunday), what sources do you use to access professionally relevant content?
Consuming professional content is vital to their success
Mean # of hours spent
consuming professionally-
relevant content per week
= 1 working
day per
week
More than half of our members follow companies – in the hunt for
new product information, company news and industry trends ..
58%of Dutch members are
currently following
companies on LinkedIn
Most sought after content types from companies
19
20
21
Companies Audience
Content
RelationshipsRelationships
Content Marketing on LinkedIn: HOW3
23
24
25
26
What type of content should I
create for my target audience?
Benefits they experience by consuming content on LinkedIn
Enhances
Knowledge
Strengthens
Networks
Boosts
Personas
Keeping up with industry News
Discover new ideas within industry
Build relationships with colleagues/clients
Spark conversations
Build professional reputation
Improve current job skills
77%
71%
62%
43%
55%
39%Mean survey time was ~10 mins. Respondents with nonsensical answers or extremely short or long completion times (<4 mins or >12 hours) were removed.Participants received $5 to $25 for their participation depending on their title. Response rates ranged from 4.8% to 6.8% depending on the country. Seniority was used to weight the data when estimating population statistics.
39%
Positions member as
thought leader
62%
Enhances member’s
professional reputation
63%
Increases member visibility
Benefits experienced by sharing content on LinkedIn
Mean survey time was ~10 mins. Respondents with nonsensical answers or extremely short or long completion times (<4 mins or >12 hours) were removed.Participants received $5 to $25 for their participation depending on their title. Response rates ranged from 4.8% to 6.8% depending on the country. Seniority was used to weight the data when estimating population statistics.
75%
Content they prefer to click on and share
New research
39%
71%
66%
59%
58%
55%
Breaking news
Case studies
55%
Career advice
36%
49%
49%
39%
Produced by business Leader
Brief, concise in length
Click
Share
Popular content types for gaining knowledge
Popular content types for helping decision-making
Mean survey time was ~10 mins. Respondents with nonsensical answers or extremely short or long completion times (<4 mins or >12 hours) were removed.Participants received $5 to $25 for their participation depending on their title. Response rates ranged from 4.8% to 6.8% depending on the country. Seniority was used to weight the data when estimating population statistics.
EMEA Top Sponsored Updates in May 2014
Checklist for creating content that resonates
CMS addresses Key Questions like:
I really care about a specific audience.Are they engaging?
Are people engaging with my content?
How do I rank against my peers?
How influential am I for a specific topic?
How influential are my employees?
One More Thing……
emea.marketing.linkedin.com
Thank You