This document discusses how publishers can connect their brands to LinkedIn's large professional network through the LinkedIn InShare plugin and Share API. It provides statistics on LinkedIn's growth and engaged audience. The key benefits for publishers highlighted are increased content distribution and exposure, traffic generation, and access to unique user data and insights. Examples are given of how sharing and traffic have increased significantly for publishers like Business Insider, Forbes, and TechCrunch through their use of LinkedIn sharing tools.

1. Publisher Offerings – InShare plugin
April 2013

2. Connect your brand to our audience
We‟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 Countries
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
LinkedIn Members (Millions)
Source: comScore Q4 2012 for Page views and Unique visitors

3. Our context is a trusted environment where users
crave 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 Publishers
LinkedIn offers publisher partners a host of benefits, including …
 Increased content distribution
 Exposure to LinkedIn‟s high quality audience
 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 as
provides info on who Top Sources
is sharing what

10. How sharing appears on the Profile
10

11. LinkedIn Share Tools - InShare plugin and Share API
1 2
http://linkedin.com/publishers

12. Select publishers using LinkedIn Share

13. Sharing interface – desktop web (via InShare plugin)
Articles can be
shared as
updates…
Or shared
directly with
connections.
Or shared with
groups…

14. Sharing interface – mobile web (via InShare plugin)

15. Sharing interface – mobile apps (via Share API)
Associated Press iPhone app
TechCrunch iPad app
15

16. 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

17. Example: LinkedIn Share on Business Insider
LI 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

18. LinkedIn is driving traffic and engagement for publishers
across 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

19. 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

20. LinkedIn Share drives high clicks back 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
Inc.com articles than tweets, Facebook likes, and Google +1s combined.

21. 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

22. Resources
Share button code for web and mobile:
https://developer.linkedin.com/publishers
Add LinkedIn share into your app:
1) https://developer.linkedin.com/documents/share-api
2) https://developer.linkedin.com/documents/authentication
22

23. Thank you