Over all the social networks, Linked has very often been named as “The” one making money and growing faster than others. The sure thing is that Linked has carved a unique market segment and is stepping it up. At the Sydney iStrategy summit in April, Cliff Rosenberg MD of Linked Aus & NZ gave some insights on the 3 pillars that have made Linkedin successful and they will build on in the future
1- The value of the identity
From its inception, Linkedin has offered its members the opportunity to take control of their personal brands & career development. Linkedin helps its members to centralise a multi-dimensional/ real time presence without them having to put the effort of building a personal profile across the web (not an easy task). It is a pretty compelling proposition for individuals and a very attractive offer for businesses! The data generated by “the value of the identity” is a gold mine for advertising and marketing (just like Facebook), but also (unlike Facebook) for recruitment and business development…
Interesting to know that in Asia, Linkedin is now expanding to “non-white collar professionals”. Linkedin, classifieds on steroids. Why not?
On the side tip from Cliff: “Linked members are 27% more likely to engage with your profile if you have a professional looking photo”… so if you thought a casual pic would cut it on Linkedin, think again and update your profile picture. Wondering if that is also true for Twitter??
2- Content echo system
If you are a regular Linkedin user, you probably have noticed how sophisticated the update features have recently become. This is the area Linkedin is concentrating on at the moment.
It is providing a platform for 3rd party publishers, corporations, influencers, content curators and individuals to share and connect, therefore becoming a content echo system.
Again, this provides unique opportunities for marketing campaigns and for brands to build their appeal towards the workforce.
The future of business campaign by University of Queensland is a good example (using Linkedin to call members to participate to a panel with Richard Brandson)
As Andy Larke (Comm Bank Chief Marketing and Online Officer and most viewed profile on Linkedin in Australia), said, for him “the benefits of Linkedin are connecting, talking about business and rich content”
3- On the move:
In 2013, 27% of global Linkedin traffic is coming from mobile. Executives are always on the go, which is why Linkedin has built specific features for their out & about experience.
For example, the iPad has a calendar feature; developed based on the fact that executives grab their iPad first thing in the morning: check emails & schedule. With this feature they can view the profile of people they are meeting throughout the day providing insights to build deep business relationships.