How Your Content Marketing Can
Create Meaningful Connections

Gary Fearnall
Director of Global Marketing Solutions
LinkedIn Canada

Objective Queries

It’s Real-time. It’s Raw. It’s Un-edited.

1995 ----|----|----|----|---- 2000 ----|----|----|----|---- 2005 ----|----|----|----|---- 2010
Portals: Be Listed
Search Engines: Get Ranked
Social: Participate

Your buyers’ behavior is forever changed
8

Only 15% of B2B marketers reported using social
media in 2007
By 2012 91% of those marketers reported using social
media as part of their marketing strategy
- Ogilvy’s 2012 Social Media Study

Social technologies today…
 >1.5 billion
– Number of social networking users globally
 80%
– Proportion of total online users who interact with social networks regularly
 70%
– Proportion of companies using social technologies
 90%
– Proportion of companies using social technologies that report some business benefit
from them

The world of work is fundamentally changing

77.5% of Canadians are Internet Users
 This audience will reach 78.7% by 2017

Time Spent on Internet Continues to Grow

The total number of social network users worldwide
will surpass 1.7 billion in 2013
 This audience will reach 2.55 billion by 2017

HALFof All Adults
use social
networking sites vs.
5% in 2005
5%
50%
All Adults
2005 2012
Source: Pew Research Center's Internet & AmericanLife Project surveys:
February 2005, August 2006, May 2008, April 2009, May 2010, and May 2011.

Social users
GETTING
OLDER
Making part of their
DAILY ROUTINE
9%
49%
67%
76%
86%
83%
7% 8%
25%
48%
61%
70%
6% 4%
11%
25%
47%
51%
6%
1%
7%
13%
26%
33%
2005 2006 2008 2009 210 2011
18-29 30-49 50-64 65+
Source: Pew Research Center's Internet & AmericanLife Project surveys:
February 2005, August 2006, May 2008, April 2009, May 2010, and May 2011.

Social Networking Dominant Online Activity

Digital Spending is growing incredibly fast

Social ad spend to increase to $860M by 2015
US Social Network Ad Revenues, 2011– 2015 (billions)

Source: Pew Research Center's Internet & American Life Project surveys:
February 2005, August 2006, May 2008, April 2009, May 2010, and May 2011.
96%
96%of companies
increasing their
social media
investments

Content marketing is the #1 digital marketing priority
Source: Econsultancy and Adobe, “Quarterly Digital Intelligence Briefing: Digital Trends for 2013,” Jan 10, 2013
Worldwide leading digital marketing priorities in 2013 (% of respondents)
9%
11%
24%
26%
30%
31%
37%
38%
39%
39%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Video Marketing
Marketing Automation
Joining Up Online & Offline Data
Brand Building/Viral Marketing
Mobile Optimization
Content Optimization
Targeting & Personalization
Social Media Engagement
Conversion Rate Optimization
Content Marketing

“Every day we see the power of social
media to power connections between
brands and consumers. For brand
marketers, choosing not to connect is
simply no longer an option.”

Brand relationships have evolved, fueled by the significant
influence of social platforms
To a dynamic customer journeyFrom top-down funnel
5. Loyalty
Influence
Loop
3. Purchase
4. Experience
6. Advocacy
1. Awareness
2. Consideration

Buyers Are Getting Savvier
through decision
making process
60%
First contact
with supplier
Due
diligence begins
Purchase
decision
Consideration
list formulated

“Survival Skills 101 for the next
five years will be deriving
insight ahead of peers.”
–IBM CEO Study 2012

1 of every 3
professionals
on the planet is LinkedIn

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

Connect Talent with
Opportunity.

Inform, educate, and
inspire professionals.

Definitive professional
publishing platform.

Job seeking

WW Unique Visitors
181,152
source: comScore, Global Monthly Unique Visitors (March 2013)

Marketing opportunity
Valuing reach + context
LinkedIn's content evolution
34

Content Evolution:
Editors are being replaced
by your network.

Early start-up exec
Finance exec
Relevance driven by your professional profile
VS.

Content Evolution:
Exclusive content is magnetic.

Five top tips to starting a successful business
41

Why Most of Our Business Will be in Fast-Growth Markets
and Digital Within 5 years
42

The Heart of Leadership

Content Evolution:
Mobile is accelerating
content consumption.

Digital consumption is only increasing as consumers
add devices
Source: Cisco Systems, Cisco Visual Networking Index (VNI): Forecast and Methodology 2013
0
10000
20000
30000
40000
50000
60000
70000
80000
2012 2013 2014 2015 2016 2017
Global Consumer Web Traffic (Petabytes per month)
Deskto
p
Mobile

The dramatic increase in digital consumption is true also on
LinkedIn
57% Growth in page
views y/y 32% Growth in monthly
users y/y
’04 ’05 ’06 ’07 ’08 ’09 ’10 ’11 ’12 ’13
1M 4M 7M 16M 31M 53M 87M 144M 200M 225M+
LinkedIn Global Membership

Relevant Content builds the bridge
to meaningful relationships

Content Marketing:
Marketing is a first class citizen

Your content driving results in the LinkedIn feed

Integrate and amplify content from SlideShare

Your content driving results in the LinkedIn feed

Brand results and advocacy from LinkedIn followers
“We can have dialogues with potential customers in a way that
encourages organic growth of the community.”
Bryna Corc
Digital Marketing and Social Media Strategis
 112% increase in CXO followers
 15% higher engagement rate with CXOs
vs. non-CXO followers
 Followers 2.5X more likely to recommend
HP solutions

Deepen the conversation with groups
Professional Woman’s Network
2X
More Engagement than average Group
47%
Higher Unaided Brand Awareness
165,381
members
1,181
comments last week
56

Content Marketing:
Social proof. Included.

ShareCommentLike

Content Marketing:
Your customers have a lot to
contribute.

“In short time posting on LinkedIn,
quality of comments is higher than
anything I've seen in 12+ yrs of
online journalism.”
Herb Greenberg
Writer, TheStreet

How to make content work for you?
62

Make your customers more productive and successful#1
BlackRock 4 things to know about gold's biggest sell-off in years http://bit.ly/12FpSCZ
Has Gold Lost its Luster? | iShares Blog
bit.ly • Of all the investment topics I've discussed with clients, whether to
invest in gold usually elicits the most divergent opinions. As an investment
that is almost impossible to value, people's views on gold are often more a
matter of philosophy than...
Like (12) • Comment (6) • Share • 9 days ago

Be the editor#2
Citi Who are the most influential, iconic women in the world? In this video, Time Magazine’s Executive Editor
profiles far-reaching women in from the magazine’s 100 most Influential People in the World list
http://on.citi.us/Yc8kPt
Who Are The Most Influential Women in the World?
on.citi.us
TIME Executive Editor Radhika Jones discusses the
far-reaching influence of the iconic women on the 2013 TIME 100 list.
Like (51) • Comment (7) • Share • 3 days ago

Make it snackable#3

Value the "who""#4

Building Your Brand on LinkedIn

Paul Lovie
Account Executive
LinkedIn Canada

Our Vision.
Create economic opportunity for every
professional in the world

Content Marketing is Not New

Teaching Farmers to be Great at What They Do

Influencers
News
Groups
Slideshare
4 Key Content Properties

Jobs
Jobs
Content

0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
160,000,000
180,000,000
LinkedIn WSJ.com Forbes.com CNET.com
Global Monthly Uniques

Influencers
1Nobel Prize Winner 2M+People Follows 1MacArthur “Genius”
29 NYT Best Seller books 11 Countries

Create long form content from the share box

Groups
1.6Mgroups

Diverse professional communities
A Truckload, Trucking,
Logistics, Supply Chain group
The CIO Network group
The CPG Supergroup
The Rotary Kiln Refractory
Problems and Solutions group

High quality discussions
CIO Network
MEMBERS
67,551
Lou Marcoccio
A CIO and IT advisor
Many CIOs are abandoning ITIL, while others use it
religiously. Is it still appropriate and why?
1 month ago See all 115 comments >>

Slideshare
9M+Content Upload

43K Views

LinkedIn Today

Who’s clicking
Where they work
Company’s size
Industry
Title
Education
Tailored Content Experience.

Relevance driven by your professional profile
Sales director
Public relations exec
VS.

One of the
Largest
Content
Publishers on
the web.

Content flows across screens

From coffee to couch. Everyday.
iPad12am
1am
2am
3am
4am
5am
6am
7am
8am
9am
10am
11am
12pm
1pm
2pm
3pm
5pm
6pm
7pm
9pm
10pm
11pm
Desktop

What does LinkedIn's
content ecosystem
mean for marketers?

91
On LinkedIn, brands build relationships with the world’s professionals
by using accurate targeting to deliver relevant content
Target Publish Extend
Target with accuracy
to reach a high
quality audience
Publish relevant
content in a
professional context
Extend engagement on and
off LinkedIn

Create a
Presence
Attract an
Audience
Engage with
Content
Core Engagement Framework

93
Company Pages
Your home on the world’s largest professional network
 Be found by and connect to
the people that matter most
 Leverage as a hub for
content marketing efforts
 Represent your brand
identity with images and
video

94
Sponsored Groups
Branded community where members discuss topics that matter to them
 Influence organic discussions
with potential advocates
 Demonstrate thought
leadership and build loyalty
 Own ad space in the Group to
distribute content

Create a
Presence
Attract an
Audience
Engage with
Content
Core Engagement Framework

96
Followers
Professionals that have opted-in to a relationship with your Company
 Build a direct communications
channel to those most
interested in your business
 Engage them via:
• Free Company Updates
• Promoted Updates
• Sponsored InMail
• API experiences and
more
 Recruit more through paid,
owned and earned channels

97
Company Updates
Ongoing dialogue with your dedicated Followers
 Deliver standard or rich
media content for free
 Boost relevance by targeting
sub-sets of Followers
 Drive engagement to fuel
social sharing

2x
more likely to
purchase and
recommend1
Company
Followers
4x
better vs. Twitter
and Facebook2
B2B
conversions
50%
are more likely to
purchase from a
company they
engage with on
LinkedIn3
Company
Presence
Sources: 1. Client Follower research study in the U.S., 2012; 2. Hubspot study of 3,128 B2B companies in 2011; 3. LinkedIn
Follower Research, 2012

Create a
Presence
Attract an
Audience
Engage with
Content
Core Engagement Framework

LinkedIn Banner and Text Ads
Leverage our prominently placed, high impact ad units
300x250 Big Box (IAB Standard) 160 x600 Skyscraper (IAB Standard)
Premium Text Link
728 x90 Leaderboard (IAB Standard)

Generate Awareness with Content Ads
LinkedIn Confidential ©2013 101
• Extend the reach of existing
collateral
• Drive engagement with a
rich and varied format
• Benefit from viral spread

102
Sponsored Polls
Engage members and extract professional insight
 Receive timely intelligence
from a targeted focus group
 Encourage interaction that
fuels earned media
 Tailor the experience with
ads displayed by user
response

103
Join Group Ads
Boost membership and drive traffic
 Target the ideal
professionals to join the
community
 Increase Group awareness
and with co-branded units
 Remind members to return
to the Group

Generate Awareness with Sponsored Updates
LinkedIn Confidential ©2013 104
Blackberry
Blackberry - Sponsored
Blackberry
Sponsored
Blackberry Sponsored

105
Putting it all together
in 3 easy steps
1 Create landing page with
lead collection form
2 Post as a Company
Update
3 Sponsor the
update

Display media + content work better together
Display Media + Sponsored InMail
Up to 2× higher InMail open
rates
Display Media + Sponsored Updates
Display primes people to
engage content
25% lift in CTR for Sponsored
Updates

107
Custom API Solutions
Create innovative experiences beyond LinkedIn.com
 Develop applications,
microsites, promotions
and more
 Leverage LinkedIn data to
build social context
 Promote using paid, owned
and earned media

7MM+ Professional Members
Small &
Medium
Business
Professionals
Business
Decision
Makers
Financial
Service
Professionals
Sales
Professionals
Marketing
Professionals
Startup
Professionals
Corporate
Executives
IT
Professionals
Career
Changers
Professionals
working at
companies
between 50 and
500 employees
Directors &
above at a
company of any
size
Finance
Professionals,
or those who
work in the
Financial
Services
Industry
Professionals
whose job
function is
Sales
Marketing
Professionals,
or those who
work in the
Marketing &
Advertising
Industry
Professionals
working at
companies with
1-50 employees
Directors &
above at
companies with
more than 500
employees
Professionals
whose job
function is IT or
Engineering
Professionals
who have
changed
positions or
employers in
the last 60 days
Job Function
Gender
Industry
# of Connections
Company Size
DMA
Seniority
Age
Job Title
Customized Segment
Run of Professionals
InCrowds
Custom Audience Segments
Additional Segments Business Travelers Opinion Leaders Influencers

Who Visits Your Page? Who Saw Your Campaign?
Who Clicked On Your Ads? Who Viewed Your Ads?

Questions?