Social Marketing with LinkedIn

Social Marketing with LinkedIns Audience Kirsten Jones 1st Developer Advocate at LinkedIn San Francisco Bay Area | Internet Send Message View Profile 1Thursday, December 8, 11

Introduction to LinkedIn 135M+ 14 Languages 2Thursday, December 8, 11

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 3Thursday, December 8, 11

Successful platforms provide value to everyone Two out of three is insufficient Developers Platform Business Flywheel Customers 4Thursday, December 8, 11

How LinkedIn can help publishers As a publisher, my goals are to … Reach an Create a more Bring Improve new Drive traffic to influential relevant professional reader my site audience with experience for discussions to acquisition my content my readers my site LinkedIn Share 5Thursday, December 8, 11

LinkedIn Share PluginThursday, December 8, 11

Readers share your content via the LinkedIn Share button 7Thursday, December 8, 11

Readers share your content via the LinkedIn Share button Articles can be shared as updates … … Or shared with groups … … Or shared directly with connections 7Thursday, December 8, 11

How sharing appears on LinkedIn Today LinkedIn Today shows the most shared news on LinkedIn Most shared publishers are displayed as Top Sources Articles are organized by Members can publisher and follow individual industry publishers and industries LinkedIn Today provides info on who is sharing what 8Thursday, December 8, 11

Your content reaches many areas of the LinkedIn ecosystem LinkedIn Homepage Connections Top Headline Emails LinkedIn Today Mobile Groups 9Thursday, December 8, 11

Example: LinkedIn Share on Business Insider LI 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 Referral Visits from LinkedIn to Business Insider 900000 800000 700000 Since Jan 2011, referral traffic from LinkedIn is 600000 up over 50x 500000 400000 300000 200000 100000 0 r r y y ch ril ne ly ay be be ar ar Ju Ap ar M Ju nu ru em em M b Ja ov ec Fe N D 10Thursday, December 8, 11

LinkedIn is driving traffic and engagement for publishers across the web “Yes, LinkedIn, the professional “LinkedIn users have very high “Traffic from LinkedIn to BBC social network which just wentpageviews per visit compared to News jumps tenfold in six public is now by far our secondour other distribution partners” months.” biggest referrer of social traffic.” Mike Rodov, MG Siegler Sarah Marshall Director of Business Development TechCrunch June 30, 2011 Journalism.co.uk July 15, 2011 Seeking Alpha “Since the launch of LinkedIn “CNET has seen extraordinary increases @LinkedIn is on fire as a traffic Today, Mashable has seen in LinkedIn traﬃc in recent months -‐-‐ up referrer – since we added in buttons growth in both visitors and to a tenfold increase! And these users on @wired referrals have grown engagement from the LinkedIn visit our site more frequently than our 20X, now bigger than @twitter community." site average." Meghan Peters, Evan Hansen, Mark Kaufman, Community Manager Editor in Chief AVP Audience Development Mashable Wired Magazine CNET Posting FamiliesGo! updates to LinkedIn was an afterthought because of the Eileen Gunn site’s career and business focus. But it routinely sends more visitors than Founder Twitter. Moreover, those visitors spend an average of four and half minutes on FamiliesGo! the site, look at nearly four pages, and have a bounce rate of 40%. All these metrics outpace the same ones for both Facebook and Twitter, and point to engaged users.Thursday, December 8, 11

Select publishers using LinkedIn ShareThursday, December 8, 11

How LinkedIn can help publishers As a publisher, my goals are to … Reach an Create a more Bring Improve new Drive traffic to influential relevant professional reader my site audience with experience for discussions to acquisition my content my readers my site LinkedIn member demographics 13Thursday, December 8, 11

The most affluent professionals anywhere Half of LinkedIn members are executives or business owners Nearly half have household incomes over 100k Level in company Household Income Under $25,000 23% Student 24% $25,000 - $45,999 Individual contributor Manager $46,000 - $65,999 Director, VP, CXO Self employed /owner $66,000 - $85,999 $86,000 - $104,999 $105,000 - $150,999 $151,000 - $200,00 27% 24% More than $200,000 0% 8% 15% 23% 30% Q: Which best describes your job title? Q: What was your HH income in 2010? Base: All respondentsThursday, December 8, 11

With authority over a wide range of decisions “ Decision making authority What products to use What they’re saying What vendors to use LinkedIn has given me tons of What candidates to hire user opinions of software ” products and lots of feedback from other members that What companies to partner with have quickly resolved problems in my environment. Allocating funds or managing budgets Products researched VP. Engineering I am responsible for all business decisions I do not influence decisions for my company 51% 0% 13% 25% 38% 50% Q: Which of the following business decisions are you responsible for or influence at your company? Base: All respondentsThursday, December 8, 11

Professionals trust information on LinkedIn § Information on LinkedIn is trusted on par with professionally produced content from WSJ.com and NYTimes.com “ Level of confidence w/ information on site 100% What they’re saying 87% 84% 76% I trust LinkedIn for 73% professional up to date 75% information on my specific industry. WSJ & NYT are my go to news/ 50% business sources. I don’t ” 35% 35% trust the professional content on Twitter or 25% 25% Products Facebook at all, they are researched gossip sites. SVP Finance 0% 51% m m m In er s k up oo o o o ed itt .c .c .c ro eb Tw es nk ey SJ !G c im Li on Fa W oo YT M h N N Ya N C On a scale of 1 to 5 how would you rate your level of conﬁdence with the professional information received from the following sites? (those rating 4 or 5) Base: All respondentsThursday, December 8, 11

How LinkedIn can help publishers As a publisher, my goals are to … Reach an Create a more Bring Improve new Drive traffic to influential relevant professional reader my site audience with experience for discussions to acquisition my content my readers my site Member Profile Company Insider Company Profile 17Thursday, December 8, 11

Member Profile PluginThursday, December 8, 11

Member Profile Plugin on SlideShareThursday, December 8, 11

Member Profile Plugin on AOL Make your Content RelevantThursday, December 8, 11

Member Profile Plugin on AOL Make your Content Relevant Profile information for the highlighted member Personalized information on how reader is connectedThursday, December 8, 11

Company Insider PluginThursday, December 8, 11

Company Insider on FortuneThursday, December 8, 11

Company Insider on CNN – Most Powerful Women http:// money.cnn.com/ magazines/fortune/ most-powerful- women/Thursday, December 8, 11

Company Insider on CNN – Fastest Growing CompaniesThursday, December 8, 11

Company Insider on Slideshare 25Thursday, December 8, 11

Company Profile Plugin “Integrating LinkedIn plugins has been the single most effective way to add valuable information to the AngelPad Jobs board.” - Thomas Korte Founder, AngelPad 26Thursday, December 8, 11

Company Profile Plugin “Integrating LinkedIn plugins has been the single most effective way to add valuable information to the AngelPad Jobs board.” - Thomas Korte Founder, AngelPad Company summary 1-click follow for readers to receive future updates Personalized info on how reader is connected 26Thursday, December 8, 11

Company Profile Plugin on AOLThursday, December 8, 11

How LinkedIn can help publishers As a publisher, my goals are to … Reach an Create a more Bring Improve new Drive traffic to influential relevant professional reader my site audience with experience for discussions to acquisition my content my readers my site Groups API 28Thursday, December 8, 11

Example: Worldwide Partner Conference 29Thursday, December 8, 11

How LinkedIn can help publishers As a publisher, my goals are to … Reach an Create a more Bring Improve new Drive traffic to influential relevant professional reader my site audience with experience for discussions to acquisition my content my readers my site Sign in with LinkedIn 30Thursday, December 8, 11

Sign in with LinkedIn gives readers a personalized experience “Variety was able to engage potential registrants by creating a sense of community around the conference. It was an excellent tool to further market the conference and display the true caliber of our speakers. “ - Jae Paik Director Of Web Development, Variety 31Thursday, December 8, 11

Sign in with LinkedIn gives readers a personalized experience “Variety was able to engage potential registrants by creating a sense of community around the conference. It was an excellent tool to further market the conference and display the true caliber of our speakers. “ - Jae Paik Director Of Web Development, Variety Once signed in, readers can see how they are connected to conference speakers 31Thursday, December 8, 11

Sign In With LinkedIn example - AOL Sign in and comment on an article with your LinkedIn identityThursday, December 8, 11

How LinkedIn can help publishers As a publisher, my goals are to … Reach an Create a more Bring Improve new Drive traffic to influential relevant professional reader my site audience with experience for discussions to acquisition my content my readers my site Member Profile LinkedIn Company Sign in with LinkedIn Share member Profile, Groups API LinkedIn demographics Company Insider 33Thursday, December 8, 11

Additional resources • Tools for publishers: www.linkedin.com/publishers • Tools for developers: developer.linkedin.com • Contact publisher@linkedin.com for more details about the LinkedIn platform 34Thursday, December 8, 11

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Social Marketing with LinkedIn

by Kirsten Jones

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Social Marketing with LinkedIn Presentation Transcript