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Linked indaba 2015 why does linkedin matter to you

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Linked indaba 2015 why does linkedin matter to you

  1. 1. #linkedindaba2015
  2. 2. ​Ian Hurlock Partner Account Management LinkedIn ​Sam Parker Partner Account Director LinkedIn
  3. 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. 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. 5. Connect the world’s professionals to make them more productive and successful ​LinkedIn’s mission
  6. 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. 7. Source: LinkedIn data; MBA graduates 3MM+ IT Decision Makers 4.1MM+ C-level execs 6.8MM+ Opinion Leaders 10.7MM+
  8. 8. USA 118M+ EMEA 122M+ APAC 73M+ LATAM 53M+
  9. 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. 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. 11 So, what does it mean for you?
  12. 12. ​LinkedIn Marketing Solutions’ mission Be the most effective platform for marketers to engage with professionals
  13. 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. 14. Relevant content is the answer.
  15. 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. 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. 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. 18. Connections Company Industry Size Skills GenderEducation Geo Groups Standardized job titles SeniorityFunction Occupation
  19. 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. 20. Extending seamlessly across devices
  21. 21. “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
  22. 22. Engagement Audience Content Marketing Score YOU
  23. 23. How to leverage LinkedIn in your professional career
  24. 24. 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
  25. 25. 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
  26. 26. 2
  27. 27. Simple steps to Rock Your Profile 3
  28. 28. Add a professional photo 1 More likely to be viewed if have photo 14x
  29. 29. Write an attention- grabbing headline 2 Explain what it is you do Show your passion and value
  30. 30. Always think keywords
  31. 31. Draft a compelling summary 3 40 words or more Include keywords but not buzzwords Focus on career accomplishments
  32. 32. 4 Detail your past work experience More likely to be viewed if have more than 1 position listed 12x
  33. 33. Add skills and get endorsements 5 Include a mix of high level and niche skills
  34. 34. 3 Manage your Personal Settings6 You control your privacy and email frequency
  35. 35. 3 Collect valued recommendations7 David Xiao
  36. 36. ​Rock your Professional Brand Stay Informed
  37. 37. The most relevant professional news and knowledge Pulse Influencers & Publishing GroupsSlideShare
  38. 38. Find and join groups Participate in discussions related to your industry
  39. 39. Discover content relevant to you
  40. 40. Gain insights from top industry leaders
  41. 41. 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
  42. 42. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved.

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