LinkedIn Publisher Offerings - Full Walkthrough - March 2013


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Full reference document for LinkedIn's publisher platform offerings

  • I would very much like to publish my opinions (since I recently came to realize I have them and can write eloquently about them) on my LinkedIn profile page like a blog. I do not have my own web site or run a company. I am a very able engineer, but none of my current knowledge set includes building a web site, or anything that would actually be presentable in a web browser.

    What are my options? Must I spend the time to learn to, and build, a decent web site? Is there a way I can write articles that will be seen by my professional peers using only LinkedIn resources?

    I simply want to share my professional opinions with people in my industry, but I don't really know how 'blogging' is done. I was just thinking that the 'right and ready' audience would be here. However, I am not prepared to do any more than write the articles and click the 'post' button at this point. If it does require building a full-blown web site, then a I'll need to take a step back on that for now. I understand that I may have the proverbial cart in front of the proverbial horse here.

    Thank you!
    Are you sure you want to  Yes  No
    Your message goes here
  • Very insightful, Rohan!
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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
  • LinkedIn Publisher Offerings - Full Walkthrough - March 2013

    1. 1. Publisher Offerings – full reference guideMarch 2013
    2. 2. Table of ContentsI. Overview of LinkedIn company and audienceII. Overview of LinkedIn content ecosystemIII. InPlatform (core elements): InShare Plugin / Share API and LinkedIn Today Member Profile plugin Company Insider Sign In with LinkedIn InPlatform (other): Full Member Profile Company Profile Recommend buttonIV. APIs: Groups API
    3. 3. Connect your brand to our audienceWe‟ve got the world‟s largest network of high-quality, engaged professionals. 202 187 200M+Members worldwide 9.8B Page views per month 145 90 116M Unique visitors per quarter 55 4 8 17 32 19 200 *** 2 Languages Countries2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 LinkedIn Members (Millions) Source: comScore Q4 2012 for Page views and Unique visitors
    4. 4. 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 4
    5. 5. 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
    6. 6. 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
    7. 7. Your content reaches many areas of the LinkedIn ecosystem Network Update Stream Homepage news module Connections Top Headline Emails LinkedIn Today Mobile Groups 7
    8. 8. LinkedIn Today homepage module
    9. 9. News on the new LinkedIn Profile 9
    10. 10. 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
    11. 11. How sharing appears on the Profile 11
    12. 12. Add InShare and receive a Publisher slice page 12
    13. 13. 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 13
    14. 14. Publisher Tools
    15. 15. The InPlatform Full information at
    16. 16. LinkedIn Share Tools - InShare plugin and Share API 1 2
    17. 17. Select publishers using LinkedIn Share
    18. 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. 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. 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. 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, July 15, 2011 Former Managng 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. 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 (Inc. Magazine)  Roughly speaking LinkedIn shares generate 4 – 5 X more traffic to my articles than tweets, Facebook likes, and Google +1s combined.
    23. 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 233M 10X increase 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. 24. Sharing interface – web (via InShare plugin) Articles can be shared as updates… Or shared directly with connections. Or shared with groups…
    25. 25. Sharing interface – mobile web (via InShare plugin)
    26. 26. Sharing interface – mobile apps (via Share API)Associated Press iPhone app TechCrunch iPad app 26
    27. 27. Sharing interface – HTML5 web apps 27
    28. 28. Publisher Tools - Plugins
    29. 29. Member Profile Plugin
    30. 30. Member Profile Plugin on Forbes “30 Under 30”
    31. 31. Member Profile Plugin on AOL
    32. 32. Company Insider Plugin Logged-Out experience Users will be able to see: (i) see how many employees are on LinkedIn from a given company (ii) new hires at the company (iii) job changes. Users will be presented with a “Login with LinkedIn” button so they can see their LinkedIn network (1st->3rd degree connections) at a company. Logged-In experience In addition to the functionality in the Logged-Out experience, users will be able to see their LinkedIn network at a given company. Users can “follow” a company on LinkedIn directly from the plugin
    33. 33. Company Insider on Fortune
    34. 34. Company Insider on CNN – Most Powerful Women
    35. 35. Company Insider on CNN – Fastest Growing Companies
    36. 36. Sign In With LinkedIn Give users an easy way to sign in to your site, while gaining valuable profile information you can use to enhance their experience. Profile info passed to site (e.g. title, industry, location, education history) Intuitive and seamless user experience with upside of rich, personalized experience Easy integration – Javascript-based, in-browser experience Access to the JS API is currently available on our Developer Site Granular member permissions – get user‟s email ID Example publisher use cases:1) User registers for a [site] with their LinkedIn credentials. Reduce friction to new account creation.2) User posts a comment on a [site] article and shares the comment back to LinkedIn, inducing a viral loop.
    37. 37. Sign In With LinkedIn Article Commenting Use Case1 User authenticates with 2 Comment is displayed on 3 Comment AND article easily LinkedIn to post comment article with user LinkedIn shared back to LinkedIn and photo displayed in update feed
    38. 38. Sign In/Comment with LinkedIn: LiveFyre on TechCrunchPublishers using LiveFyre can integrate LinkedIn commenting
    39. 39. Sign In With LinkedIn example - GigaOmSign in and comment on an article with your LinkedIn identity and photo
    40. 40. Sign-In and Comment with LinkedIn – Time.comVia 40
    41. 41. Sign In With LinkedIn example - Variety Sign in to see how you are connected to conference speakers Variety recently hosted its Venture Capital & New Media summit, a conference that featured leading personalities of the entertainment industry. Potential registrants could use Sign in with LinkedIn to view speakers‟ LinkedIn profiles and see how they are connected.
    42. 42. “ By implementing Sign in with Linkedin, 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 at Variety 42
    43. 43. 43
    44. 44. 44
    45. 45. Other Plugins
    46. 46. Company ProfileBring LinkedIn company profiles to your site to display keycompany information at-a-glanceMake your site content richer by showing thesummary, location, logo, and number of employeesfor companies featured on your site.Also, help users discover who they know at acompany and enable them to track news and insightsby using the follow button.
    47. 47. Company Profile Plugin on AOL
    48. 48. Company Profile Plugin (AOL) in-line with text
    49. 49. Follow CompanyAdd the Follow Company button to your website to build morefollowers of your LinkedIn Company Page 49
    50. 50. Full Member ProfileBring full LinkedIn profiles to your site to display a person‟sprofessional background at-a-glanceMake your site content richer by showing thesummary, work experience and educationalbackground for people featured on your site.Also, enable users to easily discover who theyknow in common, send a message, or establisha connection.
    51. 51. Groups APILinkedIn Groups API: Professional Engagement Anytime, Anywhere Get Group Discussions by Popularity and Recency Get My Group Memberships Get Suggested Groups Join a Group Post new group discussions Comment, like and follow group discussions Establish connections with other professionals
    52. 52. Groups API - CitiCiti website with Groups API: Group:
    53. 53. Summary of Tools Currently Available Add a Share on LinkedIn button to your articles and posts Get the code at Add a Login with LinkedIn button to your site Get the code at Build a Company page and attract followers Build a page here Consider adding a prominent call-to-action on your site (eg. AOL Small Biz) You can find these and other buttons on our logo page
    54. 54. Summary of Tools Currently Available Add the Company Insider and Profile Plugins to article pages Company Insider allows readers to see how they are connected to companies mentioned in articles Profile widget displays a person‟s public profile on hover-over. Especially useful for publications with articles mentioning company executives All developer resources (API documentation, FAQ, support forums) are located at
    55. 55. ResourcesShare button code for web and mobile: LinkedIn share into your app:1) your publisher page, please after integrating the share button 55
    56. 56. Thank you