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LinkedIn Publisher Offerings - InShare / LinkedIn Today - Jan 2013
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LinkedIn Publisher Offerings - InShare / LinkedIn Today - Jan 2013

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Overview of the LinkedIn share plugin, Share API and LinkedIn Today

Overview of the LinkedIn share plugin, Share API and LinkedIn Today


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  • The context on LinkedIn is a trusted environment where users crave relevant content and insights. They follow companies who can provide them relevant content and insightsThey are 2X as likely to trust info from LinkedIn compared to competitorsThey use LinkedIn 5X more to get professional content and insights than they use our job propertiesContent: Groups, Slideshare, News, InfluencersThe ability to target our audience with relevant insights on the platform of the member’s choosing (web, tablet, mobile, 3rd-party via API) results in Attention, Engagement and Advocacy
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    • 1. Publisher Offerings – InShare pluginJanuary 2013
    • 2. Connect your brand to our audienceWe‟ve got the world‟s largest network of high-quality, engaged professionals. 187 187M+ Members worldwide 9B Page views per month 145 90 110M Unique visitors per quarter 55 4 8 17 32 19 200 *** 2 Languages Countries 2004 2005 2006 2007 2008 2009 2010 2011 2012 LinkedIn Members (Millions) Source: comScore Q3 2012 for Page views and Unique visitors
    • 3. Our context is a trusted environment where userscrave relevant content and insights Follow companies for professional content and insights 2X more likely to trust info from LinkedIn compared to competitors1 Use LinkedIn 5X more to get professional content and insights than they use our job properties2 Sources: 1. LinkedIn Internal study – Audience 360; 2. LinkedIn internal data, September 2012 3
    • 4. The value we bring to our members Identity Rolodex, Resume, Connect, find and be found Business Card LinkedIn Profile, Address Book, Search Insights Newspapers, Be great at what you do Trade Magazines, Events Home Page, LinkedIn Today, Groups Everywhere Work wherever our members work Desktop Mobile, APIs, Plug-Ins
    • 5. Value to PublishersLinkedIn offers publisher partners a host of benefits, including … Increased content distribution Exposure to LinkedIn‟s high quality audience Brand Awareness – publisher slice page Traffic Access to unique data and insights
    • 6. Your content reaches many areas of the LinkedIn ecosystem Network Update Stream Homepage news module Connections Top Headline Emails LinkedIn Today Mobile Groups 6
    • 7. LinkedIn Today homepage module 7 article slots, moves down stream
    • 8. News on the new LinkedIn Profile 8
    • 9. How sharing appears on LinkedIn Today LinkedIn Today shows the most shared news on LinkedIn Articles are organized by publisher and Members can follow industry individual publishers and industries Most shared publishers are LinkedIn Today displayed asprovides info on who Top Sources is sharing what
    • 10. How sharing appears on the Profile 10
    • 11. Add InShare and receive a Publisher Slice Page http://www.linkedin.com/today/bloomberg.com 11
    • 12. Publisher slice page – feature your brand on LinkedIn On the LinkedIn profile – part of a professional’s identity Viral discovery on Network Update StreamOn LinkedIn Today – discover and follow sources 12
    • 13. LinkedIn Share Tools - InShare plugin and Share API 1 2 http://linkedin.com/publishers
    • 14. Select publishers using LinkedIn Share
    • 15. Sharing interface – desktop web (via InShare plugin) Articles can be shared as updates… Or shared directly with connections. Or shared with groups…
    • 16. Sharing interface – mobile web (via InShare plugin)
    • 17. Sharing interface – mobile apps (via Share API)Associated Press iPhone app TechCrunch iPad app 17
    • 18. Example: LinkedIn Share on Business InsiderLI Share button at the top of articles “ In November 2010, Linkedin ranked 29th among Business Insider referring sites. By May 2011, Linkedin has vaulted into the top ten referrers. Linkedin referral users have a higher number of page views per session and a lower bounce rate than the ” site average. Bridget Williams VP Business Development, Business Insider
    • 19. Example: LinkedIn Share on Business InsiderLI Share button at the top of articles 900000 Referral Visits from LinkedIn 800000 700000 to Business Insider 600000 Since Jan 2011, referral traffic from LinkedIn is up over 50x 500000 400000 300000 200000 100000 0
    • 20. LinkedIn is driving traffic and engagement for publishersacross the web Bruce Upbin, Managing Director, Forbes: "LinkedIn, man. Big wet smack to you. You are a traffic driver par excellence." Andrew Lipsman, VP Industry Analytics, comScore: “the trend you‟re honing in on, and that I see, too, is a lot more „InSharing‟ going on now, which I think has to do with LinkedIn‟s effort to turn its network into less of a utility and more of a content site.” “LinkedIn users have very “Yes, LinkedIn, the high page views per visit professional social compared to our other network ... is now by far distribution partners” our 2nd biggest referrer of social traffic.” Mike Rodov, MG Siegler Director of BD TechCrunch Seeking Alpha
    • 21. LinkedIn is driving traffic and engagement for publishers “Average monthly referrals “Traffic from LinkedIn to BBC from LinkedIn have News jumps tenfold quadrupled in the third in six months.” quarter, compared to the first quarter of 2011.” Sarah Marshall Raju Narisetti Journalism.co.uk Former Managing Editor Washington Post “Since the launch of LinkedIn “CNET has seen extraordinary Today, Mashable has seen increases in LinkedIn traffic -- growth in both visitors and up to a tenfold increase! And engagement from the LinkedIn these users visit our site more community." frequently than our site avg." Meghan Peters Mark Kaufman Community Manager Former AVP Audience Dev Mashable CNET
    • 22. LinkedIn Share drives high clicks back to publishersSource Linkedins Share Button: Heres The Secret Behind Its Disproportionate Power In Social Media  For every article a user "shares" with her network, LinkedIn drives an average of 1.5 clicks back to the publisher. "That is better than the average across all of our networks, of about 1.1 clicks, and is about as effective as Twitter.” Greg Cypes – Director of Product, AddThis  “Linkedin Share is disproportionately powerful given the size of the network because "people care much more about what theyre sharing [on Linkedin]," Cypes says. You can share all kinds of random nonsense on Facebook and Twitter -- and no one cares, or remembers. On LinkedIn, however, your future bosses and employees are watching. People think before they share.”Source Social Media Smackdown: LinkedIn vs. Twitter  Roughly speaking LinkedIn shares generate 4 – 5 x more traffic to my Inc.com articles than tweets, Facebook likes, and Google +1s combined.
    • 23. Case Studies Reach (Sept ’11 Publisher Increase in LinkedIn referrals after InShare Comscore PVs) 50X increase; 900K referrals/month in July, Business Insider 27M September #s should be well above 1M CNET.com 233M 10X increase BBC.co.uk 207M 10X (without even yet adding InShare) [Large global news publisher – >1 Billion TBD, multiple X horizontal categories] [Large finance publisher –market between 125-150M 11X increase on a 40K referrals/month base news and commentary] [Large finance magazine publisher between 125-150M 9X increase –world market news] [Large finance magazine publisher Between 100-125M 18X increase – domestic] Washington Post 192M 4X increase Seeking Alpha 59M Multiple X Mashable 20M Multiple X Techcrunch 25M Multiple X
    • 24. ResourcesShare button code for web and mobile:https://developer.linkedin.com/publishersAdd LinkedIn share into your app:1) https://developer.linkedin.com/documents/share-api2) https://developer.linkedin.com/documents/authenticationreceive your publisher page, please contactpublisher@linkedin.com after integrating the share button 24
    • 25. ResourcesShare button code for web and mobile:https://developer.linkedin.com/publishersAdd LinkedIn share into your app:1) https://developer.linkedin.com/documents/share-api2) https://developer.linkedin.com/documents/authenticationreceive your publisher page, please contactpublisher@linkedin.com after integrating the share button 25
    • 26. Thank you