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LinkedIn Publisher Toolkit - Winter 2014


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An overview of LinkedIn's content offerings for Publishers, including Pulse, the InShare button and Company Pages

Published in: Technology

LinkedIn Publisher Toolkit - Winter 2014

  1. 1. Publisher Toolkit Pulse, InShare, Company Pages Winter 2014
  2. 2. “For the world’s largest professional network, content is king.” - AllThingsD 2
  3. 3. Connect your content to our audience We’ve got the world’s largest network of high-quality, engaged professionals who crave news and insights 259+ MILLION Our members: REGISTERED MEMBERS Follow companies and publishers for professional insights Are 2X more likely to trust information from LinkedIn than from competitors (1) Use LinkedIn 5X more to discover professional content and insights than use our job properties (2) Sources: 1. LinkedIn Internal study – Audience 360; 2. LinkedIn internal data, September 2012 11.6B Page views per quarter 184M+ Unique monthly visitors 19 ** Languages * 200 Countries 3
  4. 4. How Content Appears on LinkedIn Homepage Pulse Across all devices and platforms Desktop Network Update Stream Company Pages LinkedIn for iPhone Profile LinkedIn for iPad Top Headline Emails Pulse (Android & iOS) 4
  5. 5. How Publishers Can Leverage LinkedIn Provide Your RSS Feeds Appear in Pulse catalogue of news sources Add The InShare Plugin Use Your Company Page Content appears in the Network Update Stream Distribute content to your followers The Value We Create for Publishers • • • • Increased content distribution Referral traffic Exposure and brand awareness amongst LinkedIn‟s high quality audience Access to unique data and insight via plugins and APIs 5
  6. 6. How To Get Listed in Pulse • Pulse offers easy access to the best sources of professional news and insight across LinkedIn platform. • Submit a link to your RSS feed with headlines, full article text and images to 6
  7. 7. How To Implement the InShare Plugin 1 Add plugin across your desktop and mobile site 2 Readers share content with their network 3 Articles appear in the Network Update Stream, factor in algorithms and appear elsewhere on site To add InShare, check out the plugin generator on our developer site. 7
  8. 8. How to Leverage Company Pages • Use Status Updates to share the best professional content with your followers. • Measure how effectively you're reaching your audience with our analytics tools. • Publish updates manually or through social tools like Hootsuite and Spredfast. • Visit the Company Pages info site to learn more. 8
  9. 9. Publisher RSS Integration Across Pulse and LinkedIn Network Update Stream Pulse Company Page • Select publishing partners can incorporate their RSS feed from Pulse into their Company Page. • Content appears across the Pulse catalogue, Company Page and Network Update Stream. • To submit your feed for consideration, email 9
  10. 10. Appendix 10
  11. 11. Example: InShare Plugin on Quartz “ As we’ve built Quartz over the last 14 months, LinkedIn has been an important partner. Compared to other traffic sources, visitors referred from LinkedIn read more articles per visit to our site and have a higher frequency of returning. ” Kevin Delaney Editor-in-chief and co-founder, Quartz (the global business news site of Atlantic Media) 11
  12. 12. Example: InShare Plugin on Business Insider In October 2012, LinkedIn was the #1 high-quality traffic source for Business Insider, with longer visit duration than any other site. Julie Hansen President and COO, Business Insider 12
  13. 13. Sharing interface – mobile web (via InShare plugin) 13
  14. 14. Select publishers using LinkedIn Share 14
  15. 15. LinkedIn is driving traffic and engagement for publishers • • • • • • • “LinkedIn, man. Big wet smack to you. You are a traffic driver par excellence.” –Bruce Ubin, Managing Director, Forbes “The trend you‟re honing in on … 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.” –Andrew Lipsman, VP Industry Analytics, comscore. “LinkedIn users have very high page views per visit compared to our other distribution partners.” –Mike Rodov, Director of BD, Seeking Alpha “Yes, LinkedIn, the professional social network … is now by far our second biggest referrer of social traffic.” –MG Siegler, TechCrunch “CNET has seen extraordinary increases in LinkedIn traffic – up to a tenfold increase! And these users visit our site more frequently than our site average.” –Mark Kaufman, Former AVP Audience Dev., CNET “LinkedIn‟s Company Pages have allowed Mashable to extend our voice to a highly engaged audience to host conversations we may not be having on site.” –Ryan Lytle, Social Projects Manager, Mashable “Traffic from LinkedIn to BBC News jumped tenfold in six months.” –Sarah Marshall, 15
  16. 16. LinkedIn Share drives high click-backs to publishers Source Linkedin's 'Share' Button: Here's 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 they're 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 articles than tweets, Facebook likes and Google +1s combined. 16
  17. 17. Pulse analytics dashboard Left: view the top Read, Shared and Bookmarked stories (including actual counts) Not pictured historical counts for: • • • • • • Stories Read New Subscribers Unique Feed Users Site Clickthroughs Stories shared Stories bookmarked 17
  18. 18. Company Pages analytics overview 18
  19. 19. Thank you! 19