3. Welcome
Elske Meines, Account Director Finance, LinkedIn
Spotlight on Professional Content
Forest Baker, Head of Global Insights, LinkedIn
Finance and Insurance Research
James McErlean, Head of Financial Services EMEA, LinkedIn
BREAK
The power of professional content publishing on LinkedIn
Oliver Spall, Social Media Consultant, LinkedIn
Trending and Content Marketing Score
Elske Meines, Account Director Finance, LinkedIn
Targeting & Dialoog = 3
Jeroen van de Ven, Social Media Manager, ABN AMRO Bank N.V.
Q&A
Lunch and Company Page workshop
9.30
9.45
10.10
10.30
10.45
11.05
11.25
11.45
12.00
9. Identity Networks Knowledge
The professional
profile of record
Connect all of the
world’s professionals
The definitive
professional publishing
platform
16. The 2014
Professional Content
Consumption Report
Rise of the Content Revolutionaries: A Deep Dive into the Top
Content-Consuming Members on LinkedIn and How Marketers
can Connect with Them
22. Several years ago, LinkedIn began a transformation
2006
Identity
Network
Knowledge
2014
23. 23
And ultimately evolved into a
content platform
500 LinkedIn Influencers
Pulse: News AggregatorSlideShare
1.5MM+ sites use InShare
24. That is globally recognised and trusted
Trustworthy
78 19
2013 MillwardBrown Digital study on 1,100 US adult internet users
Top 100 global brand
SOCIAL NETWORK ASSOCIATION AS
“A TRUSTWORTHY SOURCE OF
PROFESSIONAL CONTENT”
27. 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
28. These members are wealth and influential professionals
1 in 5 Director+1 in 3 Manager+
29. 29
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?
30. Consuming professional content is vital to their
success
Mean # of hours spent
consuming professionally-
relevant content per week
8 = 1 working
day per
week
32. 32
What type of content should I
create for my target audience?
3
33. 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%
35. 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
41. Medium
€5M to €29.9M
DEFINING
medium/large businesses
(annual revenue)
Large
Over €30M
This report explores the way in which
medium and large businesses in The
Netherlands make use of social media.
decision makers in
medium and large
businesses
surveyed across the
Netherlands
144
42. Medium and large businesses are a
highly attractive audience, and social
media offers a unique opportunity to
engage with them
43. A high proportion of businesses in the Netherlands are reporting
growth in several key areas…
Have experienced an
increase in total revenue
over the past year
Have experienced an
increase in customer/client
numbers over the past year
Have experienced an
increase in overall
profitability over the
past year
62%
50%55%
Base: 144 medium/large businesses
44. Social media adoption in the Netherlands is well penetrated
and usage is maturing
88%
Of medium and
large businesses
currently use
social media
5%
Plan to use social
media in the future
Base: 144 medium/large businesses
45. % reporting that social media spend
contributed to revenue growth
…with revenue growth widely attributed to an increased
spend on social media advertising.
Large
businesses
35%Medium
businesses
29%
Base: 89 medium/large businesses experiencing revenue growth
46. Many of these businesses
tend to make use of social
media for marketing
purposes…
46
Use social media to build awareness
Use social media to drive business growth
Use social media to increase sales
88%
83%
80%
Top 5 uses of social media
1
2
3
4
5
Maintain a company
presence and identity
Advertise to generate
new leads
Generate word-of-
mouth about my
company
Deliver content and
new information
Advertise to help
increase awareness 35%
36%
39%
38%
44%
Base: 144 medium/large businesses
47. The most important challenge for medium and large
businesses in the Netherlands is raising profit margins…
Keeping up with technology 20%
21%
27%
28%
32%
38%
18%
16%
Finding and hiring good employees
Getting credit/financing/access to
funding for my company
Reducing costs
Attracting new customers
Increasing profit margins
Keeping up with technology
Retaining current customers
Challenges faced by businesses in the Netherlands
39%suggest that increasing profit
margins will be their most
important business challenge
over the next year.
Base: 144 medium/large businesses
48. 48
Social media is seen as an effective channel for marketing and driving
business...along with impacting operational efficiencies and sourcing
% reporting that social media is effective for…
Customer service
support/ handle
complaints/retain
customers
82%
CUSTOMER
SERVICE
52%
FIND
VENDORS
Find vendors or
companies that can
help my company
86%
RECRUIT
Find and source
new employees
Deliver content and
new information
about my company
84%
CONTENT
DELIVERY
88%
DRIVING
AWARENESS
Maintain a company
presence and
identity
Base: 144 social media users who access for specific business purposes
49. Social media (and LinkedIn in particular) is
highly influential for medium/large businesses
when choosing a financial services provider
50. have used social media for
finance-related
reasons
85%
Top 5 uses of social media for
financial purposes
Social media is widely used
for financial purposes,
particularly to keep up with
current trends…
1
2
3
4
5
Keep up-to-date on
financial trends
Recommend a financial
product to others
Gather preliminary
financial information
Seek advice on a
financial decision
Evaluate or re-think
a previous financial
decision
24%
25%
28%
26%
41%
Base: 144 social media users
51. 51
This encourages businesses to take action based on the
financial information they receive through LinkedIn…
Top actions as a result of exploring content on LinkedIn
23%28%
38%
22%
31%
Learned of a new financial
company
28%
Contacted a financial
representative
Asked a financial professional for
additional information about a
product/policy
Shared information about financial
trends/products/companies
Purchased an insurance policy Opened a new financial account
Base: 94 LinkedIn users
52. …and also to drive purchases based on the information
received through LinkedIn.
DISCOVERY
Gather info / stay up-
to-date
CONSIDERATION
Seek advice/info to make a
purchase
DRIVEN TO PURCHASE
ON LINKEDIN
(Insurance policy and/or
investment product)
64%
Path to Purchase
Base: 94 LinkedIn users
53. …with businesses more open to receiving financial
information from LinkedIn than any other network.
% who actioned a response after receiving
information on each network
74% 58%68% 53%
Base: 144 medium/large businesses
54. CREDIBILITY
62% agree that LinkedIn allows them to
build credibility.
CONNECTION
43% agree that LinkedIn lets them connect
with vendors or potential partners.
CONTEXT
66% agree that LinkedIn provides a relevant
context to promote and advertise their company.
COMMUNITY
62% agree that LinkedIn provides access to a broader
community of other companies to seek opinions.
This is due to LinkedIn being able to effectively provide
businesses with the 4Cs…
Base: 94 LinkedIn users
55. Summary of key findings
Social media is seen as a vital business tool
88% of medium/large businesses currently use social media
Increased spend on social media advertising is directly
attributed to revenue growth
31% directly attribute revenue growth to an increased social media spend
Financial services communication and content resonate and
drive action with LinkedIn members
85% of medium/large business that use social media do so for financial purposes
56.
57. The power of professional content
publishing on LinkedIn
Oliver Spall,
Social Media Consultant
LinkedIn
89. What is a Content Marketing Score?
A score that quantifies and benchmarks
the influence companies have on LinkedIn
A score that can be filtered by audience
A score that is stacked up against a
competitive set
1
2
3
90. CMS addresses the following questions
Are people engaging with my content?
I really care about a specific audience. Are they
engaging?
How do I rank against my peers?
How influential are my employees?
91. CMS integrates your efforts
CMS
Groups
Company
Updates
Sponsore
d
Updates
Employee
Posts
Influencer
Posts
95. Your CMS by source
Reach Frequency Engagement
Launch sponsored
update campaigns
Launch follower
campaigns
Post more
company updates
Encourage
employees to
post more updates
Improve
content quality &
relevance
XX
96. This is how you compare against your peerst in:
97. Targeting and Dialoog = 3
Jeroen van de Ven,
Social Media Manager
ABN AMRO Bank N.V.
