CONTENT CONSUMPTION AND CONNECTION
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LinkedIn conducted a survey on active LinkedIn members in Hong Kong and Sin... PowerPoint PPT Presentation


How LinkedIn's Content Revolutionaries Consume and Share Professional Content. Professional content consumption is dramatically rising-especially on LinkedIn, where over 1.5 million publishers actively use the LinkedIn Share button on their sites to send content into the LinkedIn platform. The LinkedIn members on the forefront of this revolution are leading the way by consuming and sharing professional content in record amounts. These "Content Revolutionaries," are the audience you want to tailor your content for. We conducted a survey of 457 LinkedIn members in Hong Kong and Singapore who actively share and consume content that reveals why and how they are consuming professional content on LinkedIn, as well as how you as a marketer can tap into their behaviors.

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Linkedin conducted a survey on active linkedin members in hong kong and singapore that reveals why and how they are cons

CONTENT CONSUMPTION AND CONNECTION

How LinkedIn’s Content Revolutionaries

Consume and Share Professional Content

Professional content consumption is dramatically rising—especially on LinkedIn, where over 1.5 million

publishers actively use the LinkedIn Share button on their sites to send content into the LinkedIn platform.

The LinkedIn members on the forefront of this revolution are leading the way by consuming and sharing

professional content in record amounts. These “Content Revolutionaries,” are the audience you want to

tailor your content for. We conducted a survey of 457 LinkedIn members in Hong Kong and Singapore

who actively share and consume content that reveals why and how they are consuming professional

content on LinkedIn, as well as how you as a marketer can tap into their behaviors. Take a look at these

highlights from the 2014 Professional Content Consumption Report.

9

The Professional Content

Revolution is on the Rise

hours

per week

Content Revolutionaries spend

9 hours per week consuming

professionally relevant content.

Content Revolutionaries’ sources for professional content

87%

64%

45%

Online News

Sites

Online Trade/

Industry Sites

17%

29%

16%

Content Revolutionaries depend on professional content, which explains its rise

62% of Content Revolutionaries find

it necessary for professional success.

63% find it easier to access

professionally relevant content.

Among Content Revolutionaries who had increased the amount of time they spent consuming professional content over the past year.

Percentage of total time spent consuming various content, across all platforms, weekly

44%

Professionally Relevant Content

30%

News

26%

Entertainment

0

Professionals Demand Content at Their Fingertips

20

40

60

80

100

Mobile Traffic on LinkedIn

50%

Content must be mobile-friendly.

In Q4 2013, on average, 41% of

unique visiting members came

through mobile apps, versus just

21% midway through 2012.

43%

40%

30%

Mobile traffic is calculated as a

percentage of LinkedIn member-only

unique visitors; calculated using Q4

average for each year.

20%

10%

2%

0%

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

Q1 2014

The Multi-Benefits of Consuming Content on LinkedIn

Content Revolutionaries are more likely to share professional content that builds their professional brands, strengthens their

professional networks, or helps them sell to their networks.

Marketers must meet Content Revolutionaries’ 3 key needs

TOP BENEFITS OF CONSUMING PROFESSIONAL CONTENT ON LINKEDIN

ENHANCES

KNOWLEDGE

STRENGTHENS

NETWORKS

BOOSTS

PERSONAS

Keep up with industry news

Build relationships with colleagues/clients

Build professional reputation

76%

52%

52%

0

20

40

60

80

100

0

Spark conversations

20

40

60

80

100

0

Discover new ideas within industry

20

40

60

80

100

Improve current job skills

70%

42%

33%

0

20

40

60

80

100

0

20

40

60

80

100

0

20

40

60

80

100

60

56%

50

Conversation is

fueled by sharing.

45%

43%

40

30

30%

Marketers need to create

content that sparks

discussion.

20

21%

5%

10

0

Sharing methods

Sharing with

Commentary

Sharing without

Commentary

Using the “Like”

Button

Copying

to Email

Share/Using

LI Mail

Other

Total percentage who selected it as their primary or secondary preferred method; total = 200%

Building a professional brand

CONTENT REVOLUTIONARIES SHARE TO BUILD THEIR PROFESSIONAL BRANDS

54%

59%

38%

Positions Member

as Thought Leader

Increases

Member Visibility

Enhances Member’s

Professional Reputation

6 Insider Tips for Connecting with Content Revolutionaries

Through this research, LinkedIn has developed a 6-step checklist for giving your professional content the best chance of connecting.

When creating quality content, marketers should ask themselves:

1

2

3

Does it present new

knowledge or assist

in decision-making?

Will it spark

conversation?

Would sharing

it benefit their

professional network?

4

Is it formatted

for mobile/tablet

consumption?

Does it feed their

desire for professional

accomplishment?

Would sharing

it enhance their

professional brand?

6

5

To download the full report, visit business.linkedin.com/marketing-solutions.


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