LinkedIn The "Knowledge" platform


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LinkedIn has become a leader in the helping professionals be more productive and successful. Now delivering the best in professional content is part of the dynamic of LinkedIn as the power LinkedIn Today, Slideshare and Pulse combine to deliver the most relevant content across Desktop, Tablet and Mobile.

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LinkedIn The "Knowledge" platform

  1. 1. The “Knowledge” PlatformAn overview of the content dynamic on LinkedInLinkedIn Today, Pulse, SlideShareGary FearnallDirector, Global Marketing Solutions – LinkedIn CanadaJune 25, 2013
  2. 2. SALES EFFECTIVENESS (SEFF)LinkedIn’s Mission:Connect the world’s professionalsto make them more productiveand successful2
  3. 3. SALES EFFECTIVENESS (SEFF)1 of every 3professionalson the planet is LinkedIn3
  4. 4. SALES EFFECTIVENESS (SEFF)Our valuepropositionsresonate with members4Identity Insights Everywhere
  5. 5. SALES EFFECTIVENESS (SEFF)57%growthin page views y/y200,000+professionals join daily532%growthin monthly users y/y2003 2004 2005 2006 2007 2008 2009 2010 2011 20121 4 716315387144200MM+
  6. 6. ***19170M+Unique monthly visitorsLanguages11.1BPage views per month200CountriesUse LinkedIn 6X more todiscover professionalcontent and insights thanuse our job properties (2)Are 2X more likely totrust information fromLinkedIn than fromcompetitors (1)Follow companiesand publishers forprofessionalinsightsOur members:Connect your brand to our audienceWe’ve got the world’s largest network of high-quality, engaged professionals who cravecontent and insights225+ MILLIONREGISTERED MEMBERSSources: 1. LinkedIn Internal study – Audience 360; 2. LinkedIn internal data, September 2012
  7. 7. SALES EFFECTIVENESS (SEFF)Contentis our core76XMore engagement withcontent vs jobsBRANDS2.7MM Company PagesCompany UpdatesSlideShareGroupsTHOUGHTLEADERS200+ InfluencersNEWS1.3MM PublishersLinkedIn TodayPEERS1.5MM GroupsConnections
  8. 8. SALES EFFECTIVENESS (SEFF)The definitiveprofessional publishing platform8Rich data drives content relevance1.3 million+ publishers send diversecontent to LinkedInMembers share compelling contentthrough the networkIndividually relevant content frombrands and publishers
  9. 9. SALES EFFECTIVENESS (SEFF)200 million minds.One aspirational mindset.91 – The Mindset Divide research study, TNS, September 2012Top 3 types of content expected1Spend TimePersonal NetworksInfo on friendsInfo on personal interestsEntertainment updatesInvest TimeProfessional NetworksCareer infoUpdates on brandsCurrent affairs123
  10. 10. SALES EFFECTIVENESS (SEFF)Brands build relationships withthe world’s professionalsby using accurate targeting to deliver relevant content10Target Publish ExtendTarget with accuracyto reach a highquality audiencePublish relevantcontent in aprofessional contextExtend through socialsharing and extendquality traffic and datato your sites
  11. 11. LinkedIn Content PropertiesLinkedIn Todaywith ChannelsSlideSharePulseThe news and insightsprofessionals need tobe more informedLeading news readerand mobile contentdistribution platformThe world’s largestcommunity for sharingprofessional content1 23
  12. 12. Agenda for TodayI. Overview of LinkedIn company and audienceII. Overview of LinkedIn content productsIII. LinkedIn Today / ChannelsIV. PulseV. SlideShareVI. Resources
  13. 13. 13Identity & NetworkLeverage signals from members’identity, behavior and network topersonalize discovery+ContentProcure professional contentfrom the most relevant sourcesgloballyInsightsDeliver the right content at theright time to the right professionalsEverywhereAcross every device and platform that our members useVision: The Definitive Professional Publishing PlatformProfessionals contribute to the body of business knowledge via publishing, commenting,curating and sharing
  14. 14. We want to be the definitive professional publishingplatform where professionals can:Updates, comments,presentationsInfluencers, Groups, news,Company PagesShare, like,comment
  15. 15. How Content Appears on all LinkedIn PropertiesAcross alldevices & platforms…Homepage News Module Today / Channels GroupsTop Headline EmailsPulseNetwork Update StreamProfile PagesCompany PagesSlideShare
  16. 16. LinkedIn Todaywith Channels16
  17. 17. Value Proposition to Brands and Publishers Increased content distribution Referral traffic Exposure and brand awareness amongst LinkedIn’s high qualityaudience Access to unique data and insights via plugins and APIsLinkedIn offers content publishing partners a host of benefits
  18. 18. 18LinkedIn Today
  19. 19. The refreshed LinkedIn Today with Channels makesit easier for members toDiscover and Shareprofessional news and insights.Launched May 2013
  20. 20. Channels on LinkedIn Today• Broad topic areas cover multipleindustries and professional sectors• Surface LinkedIn Influencer contentand news articles from strategicpublishing partners shared via theInShare plugin, as well asSlideShare presentations• Follow a Channel  see updatesin the Homepage• Channels tab on new LinkedInToday page:
  21. 21. LinkedIn Share Tools - InShare plugin and Share API 2
  22. 22. Select publishers using LinkedIn Share
  23. 23. Sharing interface – desktop web (via InShare plugin)Article can beshared as astatus updateOr shareddirectly withconnectionsOr shared with agroup
  24. 24. Sharing interface – mobile web (via InShare plugin)
  25. 25. Sharing interface – mobile apps (via Share API)25Associated Press iPhone appTechCrunch iPad app
  26. 26. In October 2012, LinkedInwas the #1 high-qualitytraffic source for BusinessInsider, with longer visitduration than any other site.Julie HansenPresident/COO, Business InsiderExample: LinkedIn Share on Business Insider
  27. 27. 0100000200000300000400000500000600000700000800000900000Case Study: LinkedIn Share on Business InsiderSince adding the InShare button and the launch of LinkedIn Today,LinkedIn referral traffic to Business Insider is up over 50xReferral Visits from LinkedInto Business Insider
  28. 28. LinkedIn is driving traffic and engagement for publishersMike Rodov,Director of BDSeeking AlphaMG SieglerTechCrunch“LinkedIn users have veryhigh page views per visitcompared to our otherdistribution partners”“Yes, LinkedIn, theprofessional socialnetwork ... is now by farour 2nd biggest referrer ofsocial traffic.”Bruce Upbin, Managing Director, Forbes: "LinkedIn, man. Bigwet smack to you. You are a traffic driver par excellence."Andrew Lipsman, VP Industry Analytics, comScore: “the trendyou’re honing in on, and that I see, too, is a lot more ‘InSharing’ goingon now, which I think has to do with LinkedIn’s effort to turn its networkinto less of a utility and more of a content site.”
  29. 29. LinkedIn is driving traffic and engagement for publishersIn October 2012, LinkedIn wasthe #1 high-quality trafficsource for Business Insider,with longer visit duration thanany other source.Liz HeronEditor, Emerging MediaWall Street Journal“Since the launch of LinkedInToday, Mashable has seengrowth in both visitors andengagement from the LinkedIncommunity."“CNET has seen extraordinaryincreases in LinkedIn traffic --up to a tenfold increase! Andthese users visit our site morefrequently than our site avg."Meghan PetersCommunity ManagerMashableMark KaufmanFormer AVP Audience DevCNET“Traffic from LinkedIn to BBCNews jumps tenfoldin six months.”Sarah
  30. 30. LinkedIn Share drives high click-backs to publishers For every article a user "shares" with her network, LinkedIn drives an averageof 1.5 clicks back to the publisher. "That is better than the average acrossall of our networks, of about 1.1 clicks, and is about as effective asTwitter.” Greg Cypes – Director of Product, AddThis “Linkedin Share is disproportionately powerful given the size of the networkbecause "people care much more about what theyre sharing [on Linkedin],"Cypes says. On LinkedIn, however, your future bosses and employees arewatching. People think before they share.”Linkedins Share Button: Heres The Secret Behind Its Disproportionate Power In Social MediaSourceSource Social Media Smackdown: LinkedIn vs. Twitter Roughly speaking LinkedIn shares generate 4 – 5 x more traffic to articles than tweets, Facebook likes and Google +1s combined.
  31. 31. ANNOUNCING…Pulse
  32. 32. Worlds largest professional networkon the internetLeading news reader and mobilecontent distribution platformHelping you discover and shareprofessional knowledge fromanywhere, on any device
  33. 33. Elevating daily media consumption to fosterinformed discussion
  34. 34. • Join over 750 of the world’s leading publishers andexpand your audience on Pulse. Our content catalogfeatures a diverse range of interest categories,allowing users to easily discover your content andpublishers to grow their readership.• We’re actively looking for partnerships with publishersof all sizes, so submit your site to Pulse nowHow Publishers Can Leverage Pulse
  35. 35. A company
  36. 36. 36
  37. 37. Leverage the power of two unique platformsDiscover people through content and content through people• Binding LinkedIn and SlideShare accountsunlocks distribution potential• (1) Alert your LinkedIn network when youupload and share content on SlideShare• (2) Add SlideShare content to yourLinkedIn profile12
  38. 38. CountriesResourcesShare button code for web and mobile: LinkedIn share into your app:1) Today / ChannelsPulseSlideShareSet up a Company Page to attract and engage followers: questions? E-mail or if youwould like more information about our API / plugin toolkitAdditional questions? E-mail if you do notfind the information you need in this documentAdditional questions? E-mail if you do notfind the information you need in this documentPublisher submission FAQ your site to Pulse hereSlideShare 101
  39. 39. Sponsored Updates deliver rich contentacross all devices via the LinkedIn feed42
  40. 40. And drive greater engagementthan Display aloneGenerates results 0.50% average engagement rates 18% higher lift in purchase intentthan display1Drives conversations Better storytelling through content Dialogue not monologueReaches across all devices Seamlessly reach your audienceacross desktop, phone, and tablet Maximize word-of-mouth with socialsharing1 IPG Media Lab and SharethroughNative Advertising Effectiveness Study43
  41. 41. Storytelling andThought LeadershipLinkedIn Confidential ©2013 All Rights Reserved 44
  42. 42. SlideShare ChannelBring your story to lifeand deliver it to your target audience at scaleInfluencer PostsSponsored Updates45
  43. 43. Infuse personality & thought leadershipinto your content marketing with LinkedIn Influencers46
  44. 44. Add visual impact and wide distributionwith SlideShare ChannelsCreate an immersivevisual experienceshowcasing video and presentationsCollect leadswith embedded lead formin your contentDistributeto all major social networksSlideShare’s price-to-lead ratio can beexceptional.Slideshare has become a major sourceof business leads and traffic to ourown online properties.Todd WheatlandVP Marketing, Kelly Services 47
  45. 45. Thank you!