Learn how LinkedIn is investing in higher education and get a sneak preview of new solutions and tools that will help you achieve your marketing goals.

1. LinkedIn Mission and Product
Roadmap for Higher Ed
​Penry Price
​VP, Marketing Solutions
​LinkedIn
#EDUCONNECT17

2. “The New ROI”
#EDUCONNECT17

3. #EDUCONNECT17
Be the most effective platform for
marketers to engage with professionals
OUR MISSION

4. #EDUCONNECT17
Reach a higher
quality prospect
Quality
Audience
Engage members
who are looking to
improve themselves
Strong
Engagement
Translates to a better
environment for your
brand
Trust
What makes LinkedIn unique?

5. #EDUCONNECT17
of LinkedIn members are
interested in furthering
their education49%

6. #EDUCONNECT17
Prospective MBA Students on LinkedIn
5.7M 4.3X
More homepage views
than average member
2.7X
More inbox viewsMembers with the
following criteria:
• Individual contributors
or managers in the U.S.
• 3-10 years of experience
• BA, no Master’s Degree

7. #EDUCONNECT17
Source: Converge Consulting, 2016
Universities are seeing
5xbetter conversion rates
on LinkedIn vs. Facebook
#EDUCONNECT17

8. #EDUCONNECT17
It’s Important to Understand Customers’ Mindsets
Personal Networks
“Spend Time”
Info on friends
Info on personal interests
Entertainment updates
Professional Networks
“Invest Time”
Career info
Updates on brands
Current affairs
1 – The Mindset Divide research study, TNS, September 2012

9. More than ever, professionals
turn to LinkedIn to find
relevant content
Professional
Networks
“INVEST TIME”
Career info
Updates on brands
Current affairs
Newsfeed tailored to the professional mindset
2-3x increase in referral traffic to publishers
15x content vs. job postings in the feed
#EDUCONNECT17

10. #EDUCONNECT17
Trust in Media and Marketing is in Flux

11. #EDUCONNECT17
50%
55 53
48 42
53 52
43
41
Trust in All Four Institutions Declines
​PERCENT TRUST IN THE FOUR INSTITUTIONS OF GOVERNMENT, BUSINESS, MEDIA AND NGOS, 2016 VS. 2017
Business MediaNGOs Government
Two of four institutions distrusted
Neutral
Trusted
Distrusted
-2 -1 -5 -1
20172016
Source: 2017 Edelman Trust Barometer Q11-620. Below is a list of institutions. For each one, please indicate how much you trust that institution to do what
is right using a nine-point scale, where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” (Top 4 Box, Trust)
General Population, 28-country global total.

12. #EDUCONNECT17
1
60 60 60
48
46
43
37
35
29
APersonLike
Yourself
TechnicalExpert
AcademicExpert
Employee
FinancialIndustry
Analyst
NGO
Representative
CEO
Boardof
Directors
Government
Official/Regulator
Peers Join Academic Experts as Credible Sources
​PERCENT WHO RATE EACH SPOKESPERSON AS EXTREMELY/VERY CREDIBLE, AND CHANGE FROM 2016 TO 2017
Source: 2017 Edelman. Trust Barometer Q130-747 Below is a list of people. In general, when forming an opinion of a company, if you heard information about a company from
each person, how credible would the information be—extremely credible, very credible, somewhat credible, or not credible at all? (Top 2 Box, Very/Extremely Credible) General
Population, 28-country global total, question asked of half the sample.
CEO credibility decreased the
most, dropping to an all-time low
A person like yourself now tied
for most credible spokesperson
-3 -7 -5 -4 -7 -5 -12 -10 -6
Y-to-Y Change+−

13. #EDUCONNECT17
Source: Business Insider Intelligence ‘Digital Trust Report’ June 2017
70%
32% 30%
0%
10%
20%
30%
40%
50%
60%
70%
80%
BII Digital Trust Rankings
LinkedIn Facebook Twitter
​AND AN IDEAL PLACE TO ESTABLISH A TRUSTED VOICE
LinkedIn is the Most Trusted Platform

14. #EDUCONNECT17
LinkedIn Delivers Advertiser Trust
in a Quality Environment
The least intrusive ad formats
A brand-safe environment: self-regulated by 500M professionals
One ad per page, viewability of 82% - 2x industry average
96% of sessions with logged-in members: minimum bot traffic

15. Product Roadmap
for Higher Ed
​Tomer Cohen
​VP of Product, Marketing Solutions
LinkedIn
#EDUCONNECT17

16. Unlock Your Brand’s Potential on LinkedIn
​THE INSIDER’S PLAYBOOK
#EDUCONNECT17

17. #EDUCONNECT17
Members engaging
with the feed
is growing more
than
Mobile is
leading this
growth, at nearly
Members are liking /
commenting / sharing
at record rates, at
nearly
50%
YOY
2x
YOY
2x
YOY
Engagement on LinkedIn is booming
members in
more than
200
COUNTRIES
500M+

18. #EDUCONNECT17
A powerful organic presence is a flywheel for paid
Organic reach
amplifies paid
Invest in the best
organic content

19. #EDUCONNECT17
3 simple
steps
for optimizing use of
both organic and paid
content on LinkedIn
#EDUCONNECT17

20. Build a compelling organic presence
STEP 1
#EDUCONNECT17

21. #EDUCONNECT17
Tell your brand’s story
by posting great
content regularly
Build a compelling organic presence
STEP 1
#EDUCONNECT17

22. #EDUCONNECT17
Build a compelling organic presence
STEP 1
Empower your top
voices to flex their
industry expertise

23. #EDUCONNECT17
Leverage the power
of your employees
Build a compelling organic presence
STEP 1

24. Boost your reach & engagement via paid
STEP 2
#EDUCONNECT17

25. #EDUCONNECT17
Look to your organic
content to determine
your investment in paid
Boost your reach and engagement with paid
STEP 2

26. #EDUCONNECT17
Get the most out of
your paid content
Boost your reach and engagement with paid
STEP 2

27. Measure, learn & optimize to drive more impact
STEP 3
#EDUCONNECT17

28. #EDUCONNECT17
Measure, learn & optimize to drive more impact
STEP 3
Engagement Insights
Let us help you understand what
you’re audience is engaging most
with.
#EDUCONNECT17

29. #EDUCONNECT17
Measure, learn & optimize to drive more impact
STEP 3
Website Demographics
Discover the professional traits
of your website visitors

30. #EDUCONNECT17
Measure, learn & optimize to drive more impact
STEP 3
Conversion Tracking
& Reporting
Understand your advertising ROI
with LinkedIn conversion tracking

31. #EDUCONNECT17
STEP 3
Measure, learn & optimize to drive more impact
Build a compelling organic presence
STEP 1
STEP 2
Boost your reach & engagement via paid
#EDUCONNECT17

32. Product Highlights
​RECENTLY LAUNCHED & COMING SOON
#EDUCONNECT17

33. #EDUCONNECT17
Evolving our platform to increase advertiser ROI
Exceed
marketer
objectives
Prove
value through
analytics & insights
Simplify
usability of
products &
capabilities
Target
audiences
that matter

34. #EDUCONNECT17
Recent Releases
Exceed
Lead Gen Forms
LinkedIn
Audience
Network
Conversion Auto-
Optimization
Prove
Campaign
Demographics
Website
Demographics
Campaign
Recommendations
Simplify
University Pages
Campaign Manager
Refresh
Target
Matched Audiences
New Targeting Facets

35. #EDUCONNECT17
Lead Gen Forms
RECENTLY RELEASED
Collect even more quality leads
from your Sponsored Updates with
seamless pre-filled forms.
EXCEED

36. #EDUCONNECT17
SIMPLIFY
University Page +
Company Pages
RECENTLY RELEASED
Affiliated Schools
Reinvesting in Groups

37. #EDUCONNECT17
Matched Audiences
RECENTLY RELEASED
Website retargeting, Contact
targeting and Account targeting
New Targeting Facets
Follower targeting and
Company Connection targeting
TARGET

38. Upcoming Releases
#EDUCONNECT17

39. #EDUCONNECT17
EXCEED
Sponsored Video
UPCOMING RELEASE
Early 2018
Engage your audience with video
content across mobile and desktop

40. #EDUCONNECT17
Lead Gen Forms for
Sponsored InMail
Collect even more quality leads
from your Sponsored InMail with
seamless pre-filled forms
Launch in Nov
UPCOMING RELEASE
jstein@runity.com
EXCEED

41. #EDUCONNECT17
Drive content downloads
with your target audience
Whitepaper
Download Ad Unit
Pilot and launch in Q3
EXCEED
UPCOMING RELEASE

42. #EDUCONNECT17
UPCOMING RELEASE
Pilot in Q4 | Launch in Q1 2018
Better engage your audience with a
content carousel
Carousel for
Sponsored Content
EXCEED

43. #EDUCONNECT17
PROVE
RECENT + UPCOMING RELEASE
Launching: Dynamic Ads & Text Ads (Q3)
Upcoming Release: Sponsored Content
Integrate trusted 3rd party tracking to
better track results
3rd Party Impression
Tracking