The LinkedIn Consumer Story: Why it Matters to You
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Transcript of The LinkedIn Consumer Story: Why it Matters to You
#intalent
Ryan Roslansky Head of Content Products
The LinkedIn Consumer Content Story and Why it Matters to You
Tomer Cohen Mobile Product Lead
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Content Evolution
• Publishing content and conversation on LinkedIn
• Relevant personalized content
• Mobile Distribution
• Companies are first class citizens in the content ecosystem
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Influencers
The biggest names in the professional world contributing knowledge and insight on LinkedIn
Publishing Content on LinkedIn
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“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
Publishing Content on LinkedIn
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Conversation
2M+ GroupsCreated 200+
ConversationsEvery Minute
Publishing Content on LinkedIn
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10M+ Uploadspublicly 62M+
Monthly UniqueVisitors*
*June 2013 comSore
Publishing Content on LinkedIn
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Early start-up exec
Finance exec
VS.
Relevant, Personalized Content
Who you are drives the content you receive
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Relevant, Personalized Content
Easy, discoverable topical channels accessed seamlessly across access points
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Sources: IDC March 2012, Gartner April 2013,
2012 2016
Smart phone
PC
Tablet
Per day…
= 100M
Every day there are 4.5x new mobile devices sold than babies born!
378K
1.3M
371K
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78%EMAIL
73%WEB BROWSING MAPS/DIRECTIONS
64% 60%GAMES
GENERAL SEARCH
57%LOCAL SEARCH
46%READ NEWS, SPORTS
44%WATCH TV/VIDEO
37%
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
On mobile, content is king
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91% of them have their phone within arm’s reach.
82% of U.S. adults own a cellphone.
Source: http://pewinternet.org/Reports/2010/Cell-Phones-and-American-Adults/Overview.aspx
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A day in a life of a mobile user.
3am
6am
9am
12pm 3pm 6pm 9pm Midnight
Tablet
Phone
Desktop
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Mobile is the fastest consumer product on LinkedIn
Q1-2011
Q2-2013
8%
33%
Mobile as % of total weekly unique users
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April 2012 April 2013
Seamless distribution
2010 August 2011
Virtuous innovation cycle
July 2012
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Phone leads daily content consumption across desktop, television and tablet.
Phone TelevisionDesktop
Source: http://www.brafton.com/news/global-content-consumption-dominated-by-the-web-mobile-on-top
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With 65% of the screen real-estate, content is now more front and center than ever.
The smaller the bigger
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The average mobile session last 4.1 minutes
Source: http://blog.flurry.com/bid/90987/The-Truth-About-Cats-and-Dogs-Smartphone-vs-Tablet-Usage-Differences
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Why is content so important to LinkedIn?
Increasing the talent pool on LinkedIn is vital to your success…
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Why is content so important to LinkedIn?
Passive candidates by nature passive don’t visit a “job” site….
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Why is content so important to LinkedIn?
But every professional consumes content on a daily basis…
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Why is content so important to LinkedIn?
So what happens when you can start to engage the worlds professionals frequently through content?
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Why is content so important to LinkedIn?
They spend more time on the platform, keep their profiles up to date
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Why is content so important to LinkedIn?
They connect more and invite more people to join LinkedIn
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Why is content so 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.