An overview of the InShare plugin, LinkedIn Today and how to drive traffic to your site

1. Publisher Offerings - InShare
October 2012

2. Connect your brand to our audience
We‟ve got the world‟s largest network of high-quality, engaged professionals.
175
175M+
Members worldwide
9B
Page views per month
145
90
106M
Unique visitors per quarter
55
17
32
19 200
***
4 8 Languages Countries
2
2004 2005 2006 2007 2008 2009 2010 2011 2012
LinkedIn Members (Millions)
Source: comScore Q2 2012 for Page views and Unique visitors

3. The most influential, educated and affluent audience
Not all social platforms are equal
2x more confident in the information found on LinkedIn than other social platforms
“With LinkedIn there’s a great deal of trust – it’s a place where people share ideas openly.”
– Jeordan Legon, Managing Editor of Digital Media, Chevron
47% of followers agree that LinkedIn is a more appropriate social
environment for hearing company news and updates
50%
executives or business owners
88k
average household income
71%
are college or post-grad
(including 3.2M CXO and VPs) (23% higher than U.S. population) (97X more likely to have a college or post-grad degree)
LinkedIn Audience 360 Survey, August 2011

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
 Brand Awareness – publisher slice page
 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. How sharing appears on LinkedIn Today
Members can follow
individual publishers
and industries
LinkedIn Today
shows the most
shared news on
LinkedIn
Articles are
organized by
publisher and
industry
LinkedIn Today Most shared
provides info on who publishers are
is sharing what displayed as
Top Sources

8. How sharing appears on the Profile
8

9. Add InShare and receive a Publisher slice page
http://www.linkedin.com/today/bloomberg.com
9

10. Publisher slice page – feature your brand on LinkedIn
On the LinkedIn profile – part of a professional’s identity
Viral discovery on Network Update Stream
On LinkedIn Today – discover and follow sources
10

11. LinkedIn Today Special Edition
http://www.linkedin.com/today/se/top-news-facebook-instagram-deal

12. LinkedIn Share Tools - InShare plugin and Share API
1 2
LinkedIn.com/Publishers

13. Select publishers using LinkedIn Share

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

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

16. Sharing interface – mobile apps (via Share API)
Associated Press iPhone app
TechCrunch iPad app
16

17. 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

18. 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

19. 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

20. 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 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

21. 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 (Inc. Magazine)
 Roughly speaking LinkedIn shares generate 4 – 5 X more traffic to my
Inc.com articles than tweets, Facebook likes, and Google +1s combined.

22. 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

23. Thank you