Introducing PYLON for LinkedInEngagement InsightsA new API solution available through LinkedIn’s Analytics Partner DataSift

Jerry RonaghanSVP Agency & Ad

Tech,DataSift

James RitchieSenior Director, Agency

PartnershipsDataSift

Daniel MorrisSenior Product Marketing

ManagerLinkedIn

What is LinkedIn Engagement Insights?

Introducing PYLON for LinkedIn Engagement Insights

1Applications of LinkedIn Engagement Insights in marketing & advertising2

Real-life examples3

Q&A4

PYLON for LinkedIn Engagement Insights

API-driven marketing analytics solution generally available through DataSift

• Announced on January 18, 2017

• Allows agencies to access LinkedIn audience, content, and brand insights in a member privacy-respected way through DataSift’s PYLON API platform

• Licensed and supported by DataSift

• For more information contact your LinkedIn support team

LinkedIn Hosts the Largest Global Community of Professionals

61MSenior-levelinfluencers

22MMass affluent

6MC-level execs

40MDecision makers

10MOpinion leaders

4MIT decision makers

467MProfessionals are on LinkedIn

Source: Based on the internal analysis of LinkedIn profiles

EVERY DAY, DATASIFT TRANSFORMS BILLIONS OF ITEMS OFHUMAN-CREATED DATA

INTO BUSINESS INTELLIGENCE

SOCIAL NETWORKS

CONTENT PUBLISHERS

ENTERPRISE-OWNED DATA

ACTIVE INTELLIGENCEACTIONS & RECOMMENDATIONS

PRIVACY-FIRST INSIGHTS

UNSTRUCTURED DATA ETL

UNIFY UNLOCK MEANING

REAL-TIME HUMAN DATA HUMAN DATA INTELLIGENCE HUMAN DATA PROCESSING

MACHINE INTELLIGENCE

DO NOT DISTRIBUTE

AUDIENCE & ENGAGEMENT INTELLIGENCE

PLACEHOLDER

RUNS INSIDE DATA CENTER

NEWS FEED &ENGAGEMENT

PRIVACY-FIRSTINSIGHTS

ACTIVE INTELLIGENCE

๏ External articles shared๏ Pulse articles shared

LinkedIn Engagement Insights offers unprecedented,privacy-first access to data on the largest global community of professionals

๏ Company page updates๏ Sponsored content (coming soon!)

๏ Direct sponsored content (coming soon!)

๏ Likes, Comments, Shares๏ Clicks๏ Impressions (coming soon!)

MEMBER CONTENT COMPANY CONTENT ENGAGEMENT & ACTION DATA

ENGAGEMENT INSIGHTS

PLACEHOLDER

100+ DATA DIMENSIONS. 30 DAYS ROLLING DATA.

SOCIAL GESTURES

ARTICLES TEXT, ENTITIES, TOPICS

CLICK & IMPRESSION

DATA

PROFILE

MULTI-DIMENSIONAL ANALYSIS OF AUDIENCE & ENGAGEMENT DATA

AUDIENCE DEMOGRAPHICS๏ Region๏ Language๏ Seniority๏ Industry๏ Function๏ Job title๏ Company size๏ Skills

COMPANY DATA๏ Name๏ Industry๏ Company size๏ Followers (of advertiser only)

Analyze Demographics Like Never Before

๏ Job posts๏ Anniversaries๏ Birthdays๏ Group discussions

EXCLUDED

๏ Education status๏ Education background๏ Behavioral segments๏ Age range (inferred)๏ Gender (inferred)๏ Followers (of advertiser only)

100+ DATA DIMENSIONS. 30 DAYS ROLLING DATA.

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Brand ManagementCompetitive Analysis

Industry BenchmarkingBrand management & competitive analysis

BRAND INSIGHTS

Topic AnalysisContent DiscoveryContent AnalysisContent strategy

CONTENT INSIGHTS

Audience Discovery & Expansion

Audience Affinity AnalysisInfluential Media Analysis

Audience research formedia planning & buying

AUDIENCE INSIGHTS

LinkedIn Engagement Insights Applications

SPONSORED CONTENT

SPONSORED INMAIL

DYNAMIC ADS

TEXT ADS

• Inform• Improve• Optimize

Audience Insights

What Can Audience Insights Do for You?

For example, media planners can identify audience segments engaging with content on ‘Big Data’ and surface demographics such as job titles, industries, and geographies. This data can then be used to target LinkedIn Sponsored Updates.

With Audience Insights you can discover new audiences for your brand and products.

Media planners can research the behavior of high value audiences on LinkedIn and validate their audience assumptions.

A more granular picture of exactly who is being targeted can be developed as job titles, age demographics, location and the size of company worked for can all be surfaced.

New audience segments can be identified based on engagement with content that intersects with marketers’ brands.

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Define a topic of interest (using keywords) and identify a detailed demographic snapshot of the audience engaging with that topic.

• How do I understand the audience demographic profile interacting with my brand or content?

• What else is my audience demographic is interested in?

AUDIENCE INSIGHTS

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Define your topic of interest and look for outliers to identify large, engaged segments to target.

• How do I identify which demographic segments are uncommonly interested in my brand?

• How do I learn about new markets for my brand?

AUDIENCE INSIGHTS

Content Insights

What Can Content Insights Do for you?

For example, content marketers can discover types of articles that are most popular with US CIOs within cloud computing. These insights can then inform the content they create and publish to increase their influence, impact and inbound pipeline.

With Content Insights you can learn what content works best with your audience.

Marketers and agencies can gain a greater understanding of what topics, types of content and creative resonate most with their key audiences.

With these insights marketers can better shape and inform content marketing strategies, creating compelling content for each audience and measuring its success.

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Define your target audience(s) and then identify the top stories being engaged by the audience. Using baselining you can identify which of those stories over (or under)-index the most.

CONTENT INSIGHTSWhat content topics are popular with my audience?

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By building a set of keywords/phrases related to themes within a broader topic, we can identify the content which drives the greatest engagement

CONTENT INSIGHTS • How do I identify what content to use in campaigns?

• What content do my audience and/or competitors engage with most?

Brand Insights

What Can Brand Insights Do for You?

For example, conversations around specific industry on LinkedIn and the share of voice for a brand’s product or service can be benchmarked, helping marketers to identify how to drive broader awareness and advocacy around their company.

With Brand Insights you can benchmark your brand against the competition.

Communications teams can identify how audiences are engaging with and what they are saying about their brands, products or services on LinkedIn.

This allows them to measure share of voice against competitors and perform industry benchmarking of their own content and organic content about their company.

Using this information, teams can identify how to drive broader awareness and advocacy around their company.

BRAND INSIGHTS• What activity is being generated around articles about

my brand, product or service?• What issues and trends is my brand associated with?

This analysis lets you monitor the strength and health of your brand for a given audience

BRAND INSIGHTS This analysis lets you monitor how your brand is performing in comparison to your competitors

How does engagement with content about my brand compare against my competitors?

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The Problem A full-service agency wanted to gain a deeper, data-driven understanding of a cloud software brand’s audience. With in-depth insights into what the brand’s audience looks like demographically in each target country, the agency wanted to improve and evolve campaign and strategy planning, messaging and content development.

Cloud Software Brand Case Study

Our Approach๏ DataSift examined the brand’s target

audience demographic across Western European countries

๏ Analysis covered senior decision makers across IT and other business functions in companies of a defined size range, as well as the relative size of these demographic groups

๏ To aid content development, DataSift looked at what defined audiences were interacting with, identifying topic and content engagement accordingly

The brand was able to derive advanced audience, creative and competitor insights using LinkedIn Engagement Insights:๏ DataSift examined gender-split, areas of study /

degrees, as well as industries, top skills and how they varied by function

๏ The top three occupations within the relevant audience were operations specialists, IT consultants and business strategists rather than the HR-related roles the agency had assumed

๏ The largest relevant audiences were in senior / management positions in finance, IT and operations rather than HR as assumed

๏ After LinkedIn, audiences were engaging most with BusinessInsider.com and forbes.com

Recommended Actions๏ Use accurate knowledge of audience demographics and engagement to create more relevant messaging

and campaigns on LinkedIn๏ Use the insights into trending content and hot topics to inform the strategic planning and creative process

on LinkedIn

LinkedIn Engagement Insights Findings and Actions

For more information

Visit: datasift.com

Email: lei@datasift.com

Or reach out to your LinkedIn Agency Support Team

Q&A

THANK YOU