Changing the game through content

Mike Gamson Senior Vice President, 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

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Content is more critical than ever for marketing success

4

Content Marketing is growing in prominence

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Focus nearly

doubled

2013 State of Content Marketing Study – Feb 2013 eMarketer

34.8%2013

Marketing opportunity

Valuing reach + context

LinkedIn's content evolution

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Content Evolution:Editors are being replaced by your network.

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Content Evolution:

Exclusive content is magnetic

Influencers

Five top tips to starting a successful business

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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

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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%

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Content is our core

6Xmore engagement

with content vs jobs

JO

BS

CO

NT

EN

T

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Relevant Content builds the bridge to meaningful relationships

Content Evolution:

Marketing is a First Class Citizen

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Your content driving results in the LinkedIn feed

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Your content driving results in the LinkedIn feed

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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

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Content Marketing:

Social Proof. Included.

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ShareCommentLike

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Content Marketing:Your content can be amplified outside of LinkedIn.

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How to make content work for you?

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1.Make your customers more productive and successful

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2. Be the editor

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3. Make it snackable

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4.Value the “who”

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1 of every 3 professionalson the planet is LinkedIn

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

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