LinkedIn has become the primary platform for professionals to access and share trusted content that helps inform important business decisions. As consumption of online professional content continues to rise, especially through mobile devices, LinkedIn provides a central hub where corporations can approach customers in an authentic way through sharing thought leadership content. When companies empower their employees to be influencers on LinkedIn by contributing high-quality content, it strengthens the corporate brand and network while also boosting employee engagement.

1. Accelerating influence
through
the knowledge network

2. 1
Whether you’re targeting prospects or attracting
leaders, today’s always on lifestyle and fractured
media have only made it harder…
It’s never
been easy...
Unless otherwise noted, all data sourced from LinkedIn
Corporation internal metrics and research.

3. 2 3
76%
In the new information age,
breaking through requires more than just access...
It requires trust
And trust matters
Newly empowered by social and mobile
technologies, buyers and prospects take
charge and do their homework...
And they want trustworthy, relevant and
valuable content to inform their decisions.
Trusted content trumps the sales pitch
And they seek and corroborate information through their
professional network:
Buyers, both business and personal, make up their minds before
speaking to a sales person:
through the buying cycle by the time
they contact a vendor. (Source: CEB)
of buyers prefer a vendor recommended
by their network. (Source: IDC)
57%

4. 4 5
In the new media reality...
Trusted content lives in the newsfeed
12 minutes of every hour spent online
is dedicated to this pursuit
(Source:The Mindset Divide: Spotlight on Content, LinkedIn
and Millward Brown Digital,April 2014)
use social platforms to access professional
content at least once a week or more - more than
all forms of traditional media, including television
(Source:The Mindset Divide: Spotlight on Content, LinkedIn
and Millward Brown Digital,April 2014)
Today’s professionals spend more time than ever
consuming relevant content
Thanks to soaring mobile and tablet
usage, consumption of professional
content doesn’t just happen 9a to 5p
70%
For
2/3
Nearly
Professionals are 62% more likely
to consume professional content
at home than at work
(Source:The Mindset Divide: Spotlight on Content,
LinkedIn and Millward Brown Digital,April 2014)
More than 50%
major social platforms will come from
mobile by the end of 2014
And 41% of time spent consuming content
is spent on professionally relevant content
compared to just 30% for news
and 29% for entertainment
Among LinkedIn members who actively consume & share content. (Source:
The 2014 Global Professional Content Consumption Report, LinkedIn, 2014)
They’ve made social media a primary resource:

5. 6 7
Enter
LinkedIn is the natural hub for professionals to
seek and share content that helps them make their
most important business decisions.
The professionals’ network of choice has quickly
become their relationship tool of choice.
Building identity, fostering connection,
enhancing knowledge.
The Global Hub for
professional content
The result:
A place where corporations are made human.
Approachable. Accessible. Authentic.
A tool to enhance knowledge,
decision makers at scale
this precise,
this effective,
and this efficient
has never before existed.
until now.

6. 8 9
From influence to engagement,
Social and LinkedIn get results
91% say social increases their visibility
with prospects
86% say social brings them closer to their customers
84% say it increases customer advocacy
81% say it increases customer loyalty
(Source: Oracle, Social Media Today and Leader Networks,
“The Socially Enabled Enterprise: A 2013 Research Study”, Sep 17 2013)
sharing professional content on LinkedIn
And no social platform is as trusted as LinkedIn
What’s more, that content is more sought after
and shared than on any other platform
consuming professional content on LinkedIn
say it increases
their visibility
trust LinkedIn for
professional content
Enhancing
knowledge:
77% keep up with
industry news & 70%
discover new ideas
within their industry
Strengthening
networks:
63% build relationships
with colleagues/clients
& 44% spark
conversations
Boosts
personas:
56% build
professional reputation
& 40% improve
current job skills
say it enhances
their professional
reputation
77%
74% say LinkedIn is a suitable place to share it
trust Facebook for
professional content
say it positions them
as thought leaders
trust Twitter for
professional content
(Source: The Mindset Divide: Spotlight on Content, LinkedIn and Millward Brown Digital, April 2014)
(Source: The Mindset Divide: Spotlight on Content, LinkedIn and Millward Brown Digital, April 2014)
Among LinkedIn members who actively consume & share content.
(Source: The 2014 Global Professional Content Consumption Report, LinkedIn, 2014)
Among LinkedIn members who actively consume & share content.
(Source: The 2014 Global Professional Content Consumption Report, LinkedIn, 2014)
Among LinkedIn members who actively consume & share content.
(Source: The 2014 Global Professional Content Consumption Report, LinkedIn, 2014)
91%
91%
86%
24%
84%
61% 30%
81%
19%
The LinkedIn Point of View
Be accurate. Be helpful. Be everywhere.
When it comes to relevant professional content...
No social platform is used as frequently as LinkedIn
91% LinkedIn
61% Online news sites
30% Twitter
24% Facebook
and 19% Google+
64%
71% 40% 31%
63% 40%

7. 1110
Content is
influence,
influencers
provide
content
Marrying the platform and targeting capabilities
with quality content creation and scaling it to
LinkedIn
means
more signal,
less noise

8. 12 13
LinkedIn enables companies to boost employee engagement
and showcase its talent brand. Employees at companies that
most actively participate on LinkedIn are:
And companies that engage their workers are...
Linkedin activates, amplifies
and supports the whole team
more likely to feel
engaged at the
company
more likely to feel more
connected to co-workers
outside of their
core team
more likely to have
access to information
that helps them do
their job better
Employees are the most powerful,
yet overlooked and underrated, marketing channel.
15% 15% 14%
22%
average 21% more productive
(Source: Gallup State of the American Workplace, 2013)
Create the corporate
brand identity
Building
company
presence
Develop the network
Across employees, followers
and group members
Seed the network
posts, company updates and
group discussions

9. 14 15
Empower your key talent,
enable them to be
thought leaders
Harnessing internal intellectual capital for external thought
leadership can be daunting to coordinate and execute at scale.
LinkedIn’s publishing tools when combined with the right
strategies provide the perfect brand-safe platform with
distribution and social engagement built in.
How it’s done
Attract an audience
Follow and be active
Establish a
corporate ecosystem
(Company Pages, Showcase Pages,
Engage through content
Activate your team +
Optimize with analytics
Extend your presence
Customize

10. 16 17
Amplify
and analyze
Presence, strategy, content, voice and targeting
are just the beginning...
accelerate distribution and meet strategy.
Ongoing analytics provide insight on content
success and traction.
Measure success, meet your KPIs. From
engagement to share of voice to quality of leads.
How LinkedIn
partners with
agencies
Create + publish
Tap into LinkedIn content intelligence to
select subjects and capitalize on trends.
Drive ongoing content development
and editorial calendar.
Workshop
Work with LinkedIn to create content
strategy, prioritize publishers (leadership,
establish publishing process.
Accurately target
Target and reach the absolute exact
Extend
Leverage LinkedIn data to create immersive
apps and creative experiences.

11. 18 19
Content
The Atlantic
Bloomberg
CBS Interactive
Contently
Freshwire
Group SJR
IDG
NewsCred
Percolate
Sponsored Updates
Adstage
Brand Networks
Salesforce
Shift
Content partners create world class editorial strategy
and creative for LinkedIn
Sponsored Updates partners help you optimize your
efforts with technology built for power users
LinkedIn
partners
Amplification opportunities
Analytic tools
Organic
Company Updates
Paid
Sponsored Updates
Sponsored InMail
Display
Content
Marketing Score
Benchmark
and track
Understand who consumes
your content
Quantify engagement
Compare to competition
Trending
Content
Determine what matters,
to whom and when
Your KPIs
Leading and lagging
indicators

12. 20
Building
relationships.
Reaching,
engaging and
influencing
audiences
your storytelling and creativity
The art & science of
meets

13. marketing.linkedin.com