LinkedIn has released its annual list of the most-viewed marketing professionals on the platform, with employees from M&C Saatchi and National Australia Bank topping the list.
Matt Tindale, managing director and head of enterprise APAC for LinkedIn Marketing Solutions, attributes these power profiles’ success to “great, great articles”.
Speaking to Mumbrella, he said of the top contributors: “They get engaged. They actively use the platform, a lot of them are writing and sharing great content.
“Secondly, they’re creating their own content. They’re writing long form posts, anywhere from a couple of hundred words to longer, and they’re great, great articles. They are the voice of the industry.”
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Tindale pointed to Alex Kirk as a great example of someone who’s using the platform to its fullest extent.
“He’s written articles on a real range of things, from face recognition technology, to the state of tech companies including Snapchat.”
According to Tindale, humour has a part to play in a successful LinkedIn profile, something Kirk is great at.
Tindale believes that LinkedIn in an important part of the marketing mix, and should be a part of a company’s marketing plan:
“Your employees are connected to their clients, they’re connected to potential clients, and they’re also connected to people internally,” he said.
“Say you’ve got a potential client who might be pitching their business, and they’re seeing great, intelligent articles on industry trends written by people from a certain company – that has got to have a positive effect on those potential customers.”
The 2017 list in full:
Jaimes Leggett, group CEO at M&C Saatchi
Andrew Knott, chief marketing officer at National Australia Bank
Nick Reynolds, CMO, Asia Pacific at Lenovo
Stephanie Tully, EM group brand and marketing/CMO at Qantas
Vittoria Shortt, group executive, marketing and strategy at Commonwealth Bank
Alex Kirk, head of systems and automation at MediaCom
Michael Scott, executive GM, brand strategy and marketing at Myer
Timothy Whitfield, director, technical operations at GroupM
Cavan Brady, brand manager, The Goodyear Tire & Rubber Company
Gone from this year’s most viewed list are Group M Australia and New Zealand CEO Mark Lollback, and Publicis CEO Andrew Baxter, both of whom featured prominently last year.