”How can (Danish) companies use LinkedIn to develop and support their businesses?”

James Gill 07.04.2014

Your buyers behaviour has changed forever

1) Research 3) Brand Contact

PurchaseDecision

2) Consideration

60%through the decision making

process

Consumers are a long way through the buying process before they

connect with your company

The world of work has changed forever too

Personal vs Professional Mindset

Emotions on professional networks are just belowthe surface…

Career Info

Identity Networks Knowledge

277m members

6XJO

BS

CO

NTE

NT

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©2012 LinkedIn Corporation. All Rights Reserved. 11

©2012 LinkedIn Corporation. All Rights Reserved. 12

TRUST

Trust breeds advocacy

1. Value the Who

2. Be helpful!

3. Be the editor

3. Be the editor

4. Make it snackable

Easily Consumed

‘The Wrapper’

Clear Value

‘The Chocolate’

The net effect of good, relevant content

Increased referral traffic

Social engagement

Higher quality leads

©2013 LinkedIn Corporation. All Rights Reserved.

Organic posts Performing audience extension

Blackberry - SponsoredBlackberry - Sponsored

400%

More of the right leads from LinkedIn

Just a few of the brands achieving great results

50%received low effectiveness rating

87%of survey respondents use social media for content distribution.

B2B Content Marketing Trends

Know where you are, and what to do

12,000,000 members

90,010 members

Target Audience Members you would like to reach(monthly active users)

Content Marketing EngagementMembers who engage with your content

Your target audience

Like, share, comment, follow, click

Content Marketing ScoreUnique Members Engaged

= =x Multiplier 4425Active Target Audience

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Understand how to say it

Top Trending Topics (March 2014)

big data

mobile devices

leadership

android

cloud computing

Example Articles per Trending Topic

• Five Game-Changing Predictions for IT in 2014 : cioinsight.com• Virtualization vs. Cloud Computing: What's the Difference? :

businessnewsdaily.com

• Why Nest will be bigger for Google than Android : qz.com• Google Ends Its Motorola Misadventure : businessweek.com

• Are You the Smartest Person in the Room? Let's Hope Not : linkedin.com

• Don't Fall In To These Leadership Traps In 2014 : forbes.com

• Enterprise Architecture: Getting Organized For The New Year : forbes.com

• Mobile-First Is Old News. Think Platform-First. : linkedin.com

• MIT to offer its first professional MOOC in big data : gigaom.com• 2014: The Year Big Data Adoption Goes Mainstream In The Enterprise :

forbes.com

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

Working with Partners

In summary

1. Consumers are empowered

2. Content is King

3. Context is Queen

Thank you –jgill@linkedin.com