TECH Connect S2017 - Keynote by Penry Price, Vice President Marketing Solutions, LinkedIn

1. #inTC17
Penry Price
VP, Marketing Solutions
LinkedIn
Marketing in a
‘Post-Trust’ World

2. WHY ?

3. Trust in Media and Marketing is in Flux

4. The Tech Industry is not Excluded

5. Trust in Tech Flat While Other Sectors Rise
2012 2013 2014 2015 2016 2017
Source: 2017 Edelman Trust Barometer Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please
use the same 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, 25-country global total.
Trust in each industry sector, 2012-2017
Industry 2012 2013 2014 2015 2016 2017
6 yr.
Trend
NeutralDistrust Trust
Technology 76% 73% 75% 73% 74% 75% 1
Food & Beverage 63% 63% 64% 63% 64% 66% 3
Automotive 62% 65% 69% 66% 60% 65% 3
Consumer Packaged
Goods
57% 60% 61% 60% 61% 63% 6
Telecommunications 58% 60% 61% 59% 60% 63% 5
Energy 53% 57% 57% 56% 58% 62% 9
Financial Services 43% 47% 48% 48% 51% 54% 11

6. Importance vs. performance of behavior in building trust in a technology company
Tech Falling Short on Transparency, Data Protection
and Inclusiveness
79
76
73
68
71
68
82
85
83
81
85
84
Develops innovations that have a positive impact on my life and the
world
Ensures quality control
Contributes to the greater good
Has leadership that effectively represents the interests of all stakeholders
Protects consumer data
Is transparent and authentic in how it operates
Importance
Performance
16
Performance Gap
14
13
10
9
3
Largest performance gaps
among values—openness and
inclusion—that tech sector
historically embodies
Source: 2017 Edelman Trust Barometer. Q336-657. How important is each of the following behaviors to building your TRUST in a company? Use a 9-point scale where one means that behavior is “not at all important to building your trust” and nine
means it is “extremely important to building your trust” in a company. (Top 4 Box, Importance) Q348B- 348M. How well do you think the technology industry is performing on the behaviors listed below. Use a 9-point scale where one means they are
“performing extremely poorly” and nine means they are “performing extremely well”. (Top 4 Box, Performing), question asked of one-fifth the sample. General Population, 28-country global total.

7. Percent trust in various technology industry sub-sectors, 2016 vs. 2017
Technology Innovations Yet to Earn Trust
76
49 49
54 54 55
60
63
Cloud storage Internet of
Things
Virtual/
augmented/
mixed reality
Autonomous/
self-driving
vehicles
Technology
Sector
Blockchain
technology
Sharing
economy
businesses
Telecoms/
mobile
NeutralDistrust Trust
5 of 7 tech sub-sectors not yet trusted
+1 +3 +17+5+2
+ Y-to-Y Change-
n/a n/a n/a
Source: 2017 Edelman Trust Barometer. Q45-429. Please indicate how much you trust businesses in each of the following industries to do what is right. Again, please use the same 9- 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) Q63E-71E. Now thinking about specific sectors within the technology industry, please indicate how
much you trust businesses in each of the following sectors to do what is right. Again, please use the same 9-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), question asked of one-fifth of the sample. General Population, 28-country global total.

8. Reach the right audience, in the right environment,
to drive effective engagement
Quality
Professional
Context
Quality User
Experience +
Ad Placements
Brand
Safety
Trusted
Platform
ENVIRONMENT

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

10. Mindset Means the Quality of Engagement is Very Different
vs

11. The Professional Mindset is Markedly Different
Trending topics by social media platforms – 8th Nov, 2017
• Raghuram Rajan
• Hyderabad City Police
• Ryan International Schools
• Prakash Raj
• Yamuna Expressway
• Delhi Metro
• Is the 40-hour work week dead?
• Uber is getting a big makeover
• How popularity works at the office
• Amazon Key Service launched
• Political’ skill needed in tech now
• Workplace surveillance on rise
• #KetchupBan
• #Breathofdeath
• #Twitter280characters
• #ChaloKerala
• #Tom-Mayo
• #RyanMurderCoverup

12. LinkedIn – AN IDEAL PLACE TO ESTABLISH A TRUSTED VOICE
Differences in Platform Trust
70%
32%
30%
0%
10%
20%
30%
40%
50%
60%
70%
80%
BII Digital Trust Rankings
LinkedIn Facebook Twitter
Source: Business Insider Intelligence ‘Digital Trust Report’ June 2017

13. Trusted for: Reliability, content, safest to post
and least annoying ads
99%
Find LinkedIn to
have the least
annoying ads
Source: Business Insider Intelligence ‘Digital Trust Report’ June 2017
0%
10%
20%
30%
40%
50%
60%
Platform with most confidence in
to protect your privacy and data?
Platforms least likely to show
you deceptive content, fake
news, scams, or click bait?
Platform do you feel the safest
participating in or posting on?
Platform has the most annoying
ads?
LinkedIn Facebook Twitter
Source: Business Insider Intelligence ‘Digital Trust Report’ June 2017
15%
17%
21%
45%
55% 55%
43%
1%
9%
7%
13%
6%

14. LinkedIn can triangulate all three sources of trust
in one place
60%
For the first time, “a person like yourself” is
now as credible a source of information as an
expert.
55%
55% say individuals are more believable than
institutions. Trust in mainstream media has also
fallen to a 17 year low.
25%
A company’s social media is seen to be 25%
more believable than its advertising

15. So what are the practical
steps organizations can
take?

16. Activate the 5 Pillars of Digital Trust
Sources: ‘How Thought Leadership supports B2B Demand Generation’, Edelman/LinkedIn. June 17, Source: Business Insider Intelligence ‘Digital Trust Report’, June 2017. Source: http://kapost.com/content-marketing-facts/
ADD VALUE AT THE
MOMENTS THAT
MATTER
83%Of business decision makers
say Thought Leadership
builds trust in an
organization1
CONTENT
COMMUNICATE
WITH A HUMAN
VOICE
60%Of consumers say their
peers are the most trusted
voices
COMMUNICATE
BE A PART
OF THE
COMMUNITY
61%Say a company’s social media
is more believable than its
adverts
COMMUNITY
BE PRESENT, BE
CONSTANT
70%Of consumers say they prefer
to get to know a brand
through constant content than
campaigns
CONTINUITY
THINK CONTEXT
AS WELL AS
CONTENT
3xLinkedIn is a trusted
platform to post and
engage
CONTEXT

17. THANK YOU