LinkedIn Financial Services CMO Roundtable - Content Measurement
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The document discusses LinkedIn's Content Marketing Score (CMS) which measures the influence a company has on LinkedIn through its content marketing efforts. It provides a company's CMS, compares it to peers, and breaks it down by target audience and content sources. It also identifies the key levers that influence a CMS and compares a company's performance on reach, frequency and engagement against peers. Additionally, it describes how Trending Content can guide short and long term content strategies by highlighting trending topics, who is sharing, and what content is being shared.
LinkedIn Financial Services CMO Roundtable - Content Measurement
- 1. LinkedIn Financial Services CMO Roundtable Content Measurement Valter Sciarrillo Head of Measurement, LMS LinkedIn @vsciarrilo
- 2. Content Marketing Score: A Score that quantifies and benchmarks the influence your company has on LinkedIn through your content marketing
- 3. The most effective content marketers reach customers in multiple ways CMS integrates your content efforts CMS Groups Company Updates Sponsored Updates Employee Posts Influencer Posts
- 4. Your Content Marketing Score measures within your target audience, WHO engages with your content (Business Decision Makers) 12,000,000 Members Target Audience Members you would like to reach (monthly active users) 90,100 Members Content Marketing Engagement Members who engage with your content Like, share, comment, follow, click Content Marketing Score Unique Members Engaged = =x Multiplier 750Active Target Audience
- 5. Your Overall Content Marketing Score vs. Your Peers 518 0 100 200 300 400 500 600 700 800 900 YOU CMSScore Best in class influence Weaker content influence 102of Peers: Blackrock Microsoft Dell Cap Gemini Oracle Citi Amex Accenture Salesforce
- 6. Your Overall Content Marketing Score By Target Audience 410 0 200 400 600 800 1,000 1,200 1,400 YOU CMSScore Best in class influence Weaker content influence 105of Peers: WHO: Audience = Decision Makers Blackrock Microsoft Dell Cap Gemini Oracle Citi Amex Accenture Salesforce
- 7. Your Content Marketing Score By Source 15% 5% 35% 26% 19% 0% 5% 10% 15% 20% 25% 30% 35% 40% Company Updates Employee Updates Group Activity Sponsored Updates Influencer Posts PercentofCMSScore CLIENT Best in Class
- 8. These Are The Three Levers That Influence Your CMS Launch sponsored update campaigns Launch follower campaigns Post more company updates Encourage employees to post more updates Improve content quality & Relevance Reach Frequency Engagement XX
- 9. This is How You Compare Against Your Peers in Reach, Frequency and Engagement Client 0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 Unique Users Reached 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% Unique Engaged Rate 0 50 100 150 200 250 Status Updates per Month Peer Group Average Peer Group Leader Reach Frequency Engagement
- 10. A tool that informs you about content trends and guides your content strategy
- 11. Trending Content is intended to guide content marketing strategy and execution for both the short and long term Spiking Trend Long-Term Trending Topic Popularity Time Period Catching trending topics Defining content strategy
- 12. Trending Content 1 Who is sharing? 2 What is being shared? 3 Which topics is the content related to? Venture Capital Entrepreneurship
- 13. What are Financial Services Professionals in APAC interested in consuming and sharing? Employee Engagement Real-Estate Rates Financial Advisory Leadership Most Shared Articles about Leadership 1. The Best Leaders Make Unforgettable First Impressions (Forbes) 2. Successful Organizations Need Leaders At All Levels (Forbes) 3. Traits of a Motivated Leader (LinkedIn Influencer) 4. Leadership: How to Get From Good to Great (Inc) 5. Six things that will demoralise staff (The Age) Trending Topics (Last 30 Days) LinkedIn Internal Data based on Member shares from 17/3-17/4
- 14. Asset management is being discussed by a broad range of audience segments worldwide 100 1.7X 2X 3X 4X 5X All Members Mass Affluent Retirement Decision Makers Financial Services Industry Institutional Investors Financial Advisors Share Index (Likelihood of the audience sharing the topic)
- 15. In Asia, the audience engaging with Asset Management content is similar in make-up, but the likelihood to share is far higher s16 15 100 2X 3X 4X 7X 14X All Members Ex-pat Segment Retirement Decision Makers Financial Services Industry Financial Advisors Institutional Investors Share Index (Likelihood of the audience sharing the topic)
Editor's Notes
- #13: Today I get the opportunity to share with you some examples of how we’re using LinkedIn data to better understand content trends. Who – professional profile of record What – professional context + content + (Who) Topic – help in organizing it