how linkedin is adapting its platform for higher education - david thacker

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#inEDU14 EducationConnect 2014 David Thacker Vice President, Product LinkedIn How LinkedIn is Adapting its Platform for Higher Education

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Originally presented during EducationConnect 2014 on 10/28/14 in NYC, David Thacker, Vice President of Product for LinkedIn, demonstrates how LinkedIn is adapting targeting, personalization, lead-capture, nurturing and attribution to better serve education marketers.

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Page 1: How LinkedIn is Adapting its Platform for Higher Education - David Thacker

#inEDU14EducationConnect 2014

David ThackerVice President, Product

LinkedIn

How LinkedIn is Adapting its Platform for Higher

Education

Page 2: How LinkedIn is Adapting its Platform for Higher Education - David Thacker

Be the most effective platform formarketers to engage with professionals

Our vision

Page 3: How LinkedIn is Adapting its Platform for Higher Education - David Thacker

We build

relationships between brands and the world’s

professionals to make them both more successful.

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Mindset Matters

Personal Networks“Spend Time”

Info on friends

Info on personal interests

Entertainment updates

Professional Networks“Invest Time”

Career info

Updates on brands

Current affairs

1 – The Mindset Divide research study, TNS, September 2012 4

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Be everywhere Be relevant Be helpful

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Be relevant

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Accurate Targeting

Profession

Seniority

Industry

Company Size

Geography

Education

Behavior

7

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8

University Pages

Your destination to establish your school’s identity and build relationships with the world's professionals 

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Sponsored Updates

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Personalize

Test

Control

Direct Sponsored Content

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Content Marketing Score Measure your brand’s influence

Score Benchmarking Recommendations

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Be helpful

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Top 3 types of expected content

 The definitive professional publishing platformMembers expect and trust content from brands on LinkedIn

Career info

Current affairs

Updates from brands

More engagement

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Firstname Lastname

Title

Company

2,000,000 followers

 The definitive professional publishing platformMembers expect and trust content from brands on LinkedIn

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Insights about career outcomes of educations worldwide

School

School

Dates

Field of Study

Degree

Dates Title & Function

Skills

Company

Industry

Title & Function

Industry

Company

Plus, active & engaged members, educators & employees

Drawn from 300+ million

memberprofiles

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EmployersFind TalentAttract, target and hire the best new talent – early!

Build BrandStart early so the best students know your company

Streamline ProcessImprove your reach, efficiency and impact

EducatorsAttract Students

Showcase strengths and careers of alumni

Alumni RelationsEngage alumni for gifts,

relations

Career Centers Prepare students for

successful careers

CommunityCareer

Identity Insights

Students Find opportunities.

Best fit for me.

Informed decisions to help me succeed.

Who needs it? What for?

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Help students at every critical milestone…

What are my career options if I choose this major?

What colleges send students to top medical schools?

Who can tell me what it was like to attend this school?

Choosing a College

Graduate School?

Choosing a Major

Academic Planning

Internships

Finding 1st Job

Success at 1st Job

Alumni Network

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Rankings

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University Finder

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Decision Boards

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Be everywhere

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Smartphone consumption is always on

9pm6pm3pm12pm9am6am

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2015

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New Targeting Facets

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Sponsored InMail 2.0

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SPONSORED CONTENT LEAD NURTURING

Better targeting, relevance and measurement

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One click fills forms with our accurate professional data

“Auto Fill turns whatused to be a complex

operation on mobile into a 2-step process.”

- Beta client

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Audience expansion

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Sponsored Updates in Pulse & Slideshare

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We are investing to make marketing more EFFECTIVE

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