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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

How LinkedIn's Content Revolutionaries Consume and Share Professional Content. <br><br>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

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  1. 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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