Training delivered to members of the LinkedIn for Journalists group covering LinkedIn's publisher platform / API offerings

1. LinkedIn For Journalists
Publisher Offerings – full reference guide
January 2013

2. Agenda
I. Overview of LinkedIn content ecosystem
III. InPlatform (core elements):
InShare Plugin / Share API and LinkedIn Today
Member Profile plugin
Company Insider
Sign In with LinkedIn
III. APIs: Groups API
IV. Q + A

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
 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
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7. LinkedIn Today homepage module

8. 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

9. How sharing appears on the Profile
9

10. News on the new LinkedIn Profile
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11. Add InShare and receive a Publisher slice page
http://www.linkedin.com/today/bloomberg.com
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12. 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
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13. The InPlatform Full information at Developer.LinkedIn.com

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

15. Select publishers using LinkedIn Share

16. 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

17. 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

18. 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

19. 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.

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

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

22. Sharing interface – mobile apps (via Share API)
Associated Press iPhone app
TechCrunch iPad app
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23. Publisher Tools - Plugins

24. Member Profile Plugin on Forbes “30 Under 30”
http://www.forbes.com/special-report/2011/30-under30-12/30-under-30-12_finance.html

25. Company Insider on CNN – Most Powerful Women
http://money.cnn.com/magazines/fortune/most-powerful-women/

26. 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.

27. Sign In With LinkedIn example - GigaOm
Sign in and comment on an article with your LinkedIn identity and photo
http://gigaom.com/cloud/5-real-world-uses-of-big-data/#

28. Sign In With LinkedIn – Business Insider
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29. Groups API
LinkedIn 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
https://developer.linkedin.com/apis#groups

30. Groups API - Citi
Citi website with Groups API: https://www.citibank.com/womenandco/info/connect.jsp
Linkedin Group: http://www.linkedin.com/womenconnect

31. Summary of Tools Currently Available
 Add a Share on LinkedIn button to your articles and posts
Get the code at www.linkedin.com/publishers
 Add a Login with LinkedIn button to your site
Get the code at http://developer.linkedin.com/community/jsapi
 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

32. 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 http://developer.linkedin.com

33. 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
receive your publisher page, please contact
publisher@linkedin.com after integrating the share button
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34. Thank you