LinkedIn Financial Services CMO Roundtable - Content Measurement

LinkedIn Financial Services CMO Roundtable Content Measurement

 Valter Sciarrillo Head of Measurement, LMS LinkedIn @vsciarrilo

Content Marketing Score: A Score that quantifies and benchmarks the

influence your company has on LinkedIn through your content marketing

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

Your Content Marketing Score measures within yourtarget 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 MembersContent Marketing EngagementMembers who engage with your content

Like, share, comment, follow, click

Content Marketing ScoreUnique Members Engaged

= =x Multiplier 750750Active Target Audience

Your Overall Content Marketing Score vs. Your Peers

YOU0

100

200

300

400

500

600

700

800

900

518

CM

S S

co

re

Best in class influence

Weaker content influence

102of

Peers:

Blackrock

Microsoft

Dell

Cap Gemini

Oracle

Citi

Amex

Accenture

Salesforce

Your Overall Content Marketing Score By Target Audience

YOU0

200

400

600

800

1,000

1,200

1,400

410CM

S S

co

re

Best in class influence

Weaker content influence

105of

Peers:

WHO: Audience = Decision Makers

Blackrock

Microsoft

Dell

Cap Gemini

Oracle

Citi

Amex

Accenture

Salesforce

Your Content Marketing Score By Source

Company Updates Employee Updates Group Activity Sponsored Updates Influencer Posts0%

5%

10%

15%

20%

25%

30%

35%

40%

15%

5%

35%

26%

19%

CLIENT

Best in Class

Pe

rce

nt

of

CM

S S

co

re

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

ReachReach FrequencyFrequency EngagementEngagement

XX

This is How You Compare Against Your Peers in Reach, Frequency and Engagement

Client

Unique Users Rea...0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

Unique Engaged ...0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

Status Updates per...0

50

100

150

200

250

Peer Group Average Peer Group Leader

Reach Frequency Engagement

A tool that informs you about content trends and guides your content strategy

Trending Content is intended to guide content marketing strategy and execution for both the short and long term

Spiking Trend Long-Term Trending Topic

Pop

ular

ity

Time Period

Catching trending topics Defining content strategy

Trending Content

1 Who is sharing?

2 What is being shared?

3 Which topics is the content related to?

Venture Capital

Entrepreneurship

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

Asset management is being discussed by a broad range of audience segments worldwide

All Members

Mass Affluent

Retirement Decision Makers

Financial Services Industry

Institutional Investors

Financial Advisors

100

1.7X

2X

3X

4X

5X

Share Index (Likelihood of the audience sharing the topic)

In Asia, the audience engaging with Asset Management content is similar in make-up, but the likelihood to share is far higher

s16 15

All Members

Ex-pat Segment

Retirement Decision Makers

Financial Services Industry

Financial Advisors

Institutional Investors

100

2X

3X

4X

7X

14X

Share Index (Likelihood of the audience sharing the topic)