Slides fra Huset Markedsføring/Vertic arrangement

1. ”How can (Danish) companies use LinkedIn to develop and
support their businesses?”
James Gill 07.04.2014

2. Your buyers behaviour has
changed forever

3. 1) Research 3) Brand Contact
Purchase
Decision
2) Consideration
60%
through the decision making
process
Consumers are a long way through
the buying process before they
connect with your company

4. The world of work has changed
forever too

6. Personal vs Professional Mindset

7. Emotions on professional
networks are just below
the surface…
Career
Info

8. Identity Networks Knowledge
277m members

10. 6X
JOBS
CONTENT
10

11. ©2012 LinkedIn Corporation.
All Rights Reserved.
11

12. ©2012 LinkedIn Corporation.
All Rights Reserved.
12
TRUST
Trust breeds advocacy

13. 1. Value the Who

14. 2. Be helpful!

15. 3. Be the editor

16. 3. Be the editor

17. 4. Make it snackable
Easily Consumed
‘The Wrapper’
Clear Value
‘The Chocolate’

18. The net effect of good, relevant
content
Increased
referral traffic
Social
engagement
Higher
quality leads

19. ©2013 LinkedIn Corporation. All Rights
Reserved.
Organic postsPerforming audience extension
Blackberry - SponsoredBlackberry - Sponsored

20. 400%
More of the right leads from
LinkedIn

21. Just a few of the brands achieving
great results

22. 50%
received low effectiveness rating
87%
of survey respondents use social
media for content distribution.
B2B Content Marketing Trends

23. Know where you are, and
what to do
12,000,000 members
90,010 members
Target Audience
Members you would like to reach
(monthly active users)
Content Marketing Engagement
Members who engage with
your content
Your target audience
Like, share, comment, follow, click
Content Marketing Score
Unique Members Engaged
= =x Multiplier 4425Active Target Audience
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24. Understand how to say it
Top Trending Topics
(March 2014)
big data
mobile devices
leadership
android
cloud computing
Example Articles per Trending Topic
• Five Game-Changing Predictions for IT in 2014 : cioinsight.com
• Virtualization vs. Cloud Computing: What's the Difference? :
businessnewsdaily.com
• Why Nest will be bigger for Google than Android : qz.com
• Google Ends Its Motorola Misadventure : businessweek.com
• Are You the Smartest Person in the Room? Let's Hope Not :
linkedin.com
• Don't Fall In To These Leadership Traps In 2014 : forbes.com
• Enterprise Architecture: Getting Organized For The New Year :
forbes.com
• Mobile-First Is Old News. Think Platform-First. : linkedin.com
• MIT to offer its first professional MOOC in big data : gigaom.com
• 2014: The Year Big Data Adoption Goes Mainstream In The Enterprise :
forbes.com
24

25. Our Mission.
Connect the world’s professionals to make
them more productive and successful

26. Working with Partners

27. In summary
1. Consumers are empowered
2. Content is King
3. Context is Queen

28. Thank you –
jgill@linkedin.com