Top Story

e4m_logo.png

Home >> Marketing >> Article

LinkedIn's Penry Price Discusses Marketing in the Post-Trust World

15-November-2017
Font Size   16
LinkedIn's Penry Price Discusses Marketing in the Post-Trust World

When technology invades all possible sectors, it comes with its pros and cons. With online fraud and fake products and services becoming increasingly common in this digital era, social media platforms have to always take a leap forward to remain credible.

At Tech Connect, a recent event organised by LinkedIn, the subject of ‘Marketing in the post-trust world’ was chosen for discussion. Penry Price, Vice-President, Marketing Solutions, at LinkedIn threw light on a number of current issues such as fake news, fraud profiles on popular social media platforms, and the lack of privacy and security.

He also pointed out ways in which LinkedIn provides a safer and more efficient social media platform compared to platforms such as Facebook and Twitter. Some differentiators he mentioned were the ways in which an image posted by a user is taken by the contacts (connections and friends) of the user on each of the platforms. When the comments about the image on one platform were informal and came with a number of emojis, GIFs and emoticons, the same on LinkedIn was that of support and “setting an example for the future,” which according to Penry was professional and safer.

Enumerating how the professional mindset is markedly different, Penry spoke on the topics or issues that were trending on a few social media platforms on the day of the event. While one social media platform had Raghuram Rajan, Hyderabad City Police, Ryan International School, Prakash Raj, Yamuna Expressway and Delhi Metro trending, #KetchupBan, #Breathofdeath, #Twitter280characters, #ChaloKerala, #Tom-Mayo, and #RyanMurderCoverup trended on another site. Meanwhile, LinkedIn discussed the following topics in its newest editorial property, the Daily Rundown - ‘Is the 40-hour work week dead?’, ‘Uber’s big makeover', ‘How popularity works at a workplace’, ‘Amazon’s Key Service’, ‘Political skill required in tech now’, and ‘Workplace surveillance is on the rise now.’

Penry went on to speak about the five pillars of digital trust, which are content, communication, community, continuity, and context. “About 60 per cent of consumers prefer a human voice which is more trustworthy. Community is something that people want to be part of and trust. 70 per cent of consumers say they prefer to get to know a brand through constant communication rather than campaigns. In the end, people should think about context as well as content,” he said.

Tags LinkedIn Penry Price

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In an exclusive data shared with e4m, Pan Masala/Zarda/Gutkha had the highest jump of 185 per cent in terms of ad volumes in the first 14 matches

Bose, who has a career spanning over two decades, was DNA’s Editor-in-Chief. He has previously been associated with the India Today Group

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compe...