Changing the Game Through Content

Hari Krishnan Managing Director,

Asia Pacific & Japan,

LinkedIn

Your buyers’ behavior is forever changed

2

Buyers are highly informed, savvy and influential

Research Brand Contact

Purchase

Decision

Consideration

60%through the decision making process

3

Content is more critical than ever for marketing success

4

Content Marketing is growing in prominence

5

18.9%2012

Focus nearly

doubled

2013 State of Content Marketing Study – Feb 2013 eMarketer

34.8%2013

Marketing opportunity

Valuing reach + context

LinkedIn's content evolution

6

7

Content Evolution:

Editors are being replaced by your network.

8

9

10

Content Evolution:

Exclusive content is magnetic

Influencers

Five top tips to starting a successful business

12

Japan's New Growth Strategy: Bringing Rapid Reform

To the Country

Why Most of Our Business Will be in Fast-Growth Markets

and Digital Within 5 years

14

Content Evolution:Mobile is accelerating content consumption

Mobile is booming in APAC – 1Bn by 2015

Smartphone Users in APAC (Millions)

Source: eMarketer, May 2013

336

609

738

1,038

1,154

1,266

909

2011 2012 2013 2015 2016 20172014

+81%

+21%

+14%

+11%

+10%

+23%

16

Content is our core

6Xmore engagement

with content vs jobs

JO

BS

CO

NT

EN

T

17

Relevant Content builds the bridge

to meaningful relationships

Content Evolution:

Marketing is a First Class Citizen

19

Your content driving results in the LinkedIn feed

20

Your content driving results in the LinkedIn feed

21

Integrate and amplify content from SlideShare

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 Corcoran

Digital Marketing and Social Media Strategist, HP

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

2XMore Engagement than average Group

47%Higher Unaided Brand Awareness

165,381members

1,181comments last week

24

25

Content Marketing:

Social Proof. Included.

26

ShareCommentLike

27

Content Marketing:Your content can be

amplified outside of LinkedIn.

29

How to make content work for you?

30

1. Make your customers more productive

and successful

31

2. Be the editor

32

3. Make it snackable

33

4.Value the “who”

34

1 of every 3 professionalson the planet is LinkedIn

Our Mission.Connect the world’s professionals

to make them more productive and successful

36