LinkedIn_publisheroffering_full_august2012
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Publisher Offerings – full reference guide
August 2012
Table of Contents
I. Overview of LinkedIn offering and audience
II. Overview of current publisher offerings and case studies
III. InPlatform (core elements):
Share Plugin and LinkedIn Today
Member Profile plugin
Company Insider
Sign In with LinkedIn
InPlatform (other):
Full Member Profile
Company Profile
Recommend button
IV. LinkedIn Today
V. APIs: Groups API
Introduction to LinkedIn
2004 2005 2006 2007 2008 2009 2010 2011
2 48
17
32
55
90
LinkedIn Members (Millions)
18
2new members join every second
languages
4Mmillion members join every month
175M+Members Worldwide
16 Languages 22 Offices
18 Languages 23 Offices
International Expansion
The value we bring to our members
IdentityConnect, find and be foundLinkedIn Profile, Address Book, Search
InsightsBe great at what you doHome Page, LinkedIn Today, Groups
Work wherever our members work
EverywhereMobile, APIs, Plug-InsDesktop
Rolodex, Resume, Business Card
Newspapers,
Trade Magazines, Events
Value to Publishers
Increased content distribution
Exposure to LinkedIn’s high quality audience
Brand Awareness
Traffic
Access to unique data and insights
LinkedIn offers publisher partners a host of benefits, including …
Your content reaches many areas of the LinkedIn ecosystem
Top Headline Emails
Mobile
Homepage news module
LinkedIn Today
Groups
Connections
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Network Update Stream
How sharing appears on LinkedIn Today
LinkedIn Today shows the most shared news on
LinkedIn Today provides info on who
is sharing what
Articles are organized by publisher and
industry
Members can follow individual publishers
and industries
Most shared publishers are displayed as Top Sources
LinkedIn Today Special Edition
http://www.linkedin.com/today/se/top-news-facebook-instagram-deal
Publisher Tools
The InPlatform Full information at Developer.LinkedIn.com
LinkedIn Share Tools
LinkedIn.com/Publishers
Select publishers using LinkedIn Share
Sharing interface
Articles can be shared as updates…
Or shared directly with connections.
Or shared with groups…
“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 WilliamsVP Business Development, Business Insider
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Example: LinkedIn Share on Business InsiderLI Share button at the top of articles
Since Jan 2011, referral trafficfrom LinkedIn is up over 50x
Referral Visits from LinkedInto Business Insider
LinkedIn is driving traffic and engagement for publishers across the web
Mike Rodov,
Director of BD
Seeking Alpha
MG Siegler
TechCrunch
“LinkedIn users have very high page views per visit compared to our other distribution partners”
“Yes, LinkedIn, the professional social network .. is now by far our 2nd biggest referrer of social traffic.”
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 is driving traffic and engagement for publishers
“Traffic from LinkedIn to BBC News jumps tenfold in six months.”
“Average monthly referrals from LinkedIn have quadrupled in the third quarter, compared to the first quarter of 2011.”
Sarah Marshall
Journalism.co.uk July 15, 2011
Raju Narisetti,
Former Managng Editor
Washington Post
“Since the launch of LinkedIn Today, Mashable has seen growth in both visitors and engagement from the LinkedIn community."
“CNET has seen extraordinary increases in LinkedIn traffic -- up to a tenfold increase! And these users visit our site more frequently than our site avg."
Meghan Peters,
Community Manager
Mashable
Mark Kaufman,
AVP Audience Development
CNET
LinkedIn Share drives high clicks back to publishers
“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”
Linkedin's 'Share' Button: Here's The Secret Behind Its Disproportionate Power In Social MediaSource
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.
Case Studies
PublisherReach (Sept ’11 Comscore PVs)
Increase in LinkedIn referrals after InShare
Business Insider 27M50X increase; 900K referrals/month in July,
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 – horizontal categories]
>1 Billion TBD, multiple X
[Large finance publisher –market news and commentary]
between 125-150M 11X increase on a 40K referrals/month base
[Large finance magazine publisher –world market news]
between 125-150M 9X increase
[Large finance magazine publisher – domestic]
Between 100-125M 18X increase
Washington Post 192M 4X increase
Seeking Alpha 59M Multiple X
Mashable 20M Multiple X
Techcrunch 25M Multiple X
Publisher Tools - Plugins
Member Profile Plugin
Member Profile Plugin on Forbes “30 Under 30”
http://www.forbes.com/special-report/2011/30-under30-12/30-under-30-12_finance.html
Member Profile Plugin on SlideShare
Member Profile Plugin on AOL
Company Insider Plugin
Logged-Out experienceUsers 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 experienceIn 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
Company Insider on Fortune
Company Insider on CNN – Most Powerful Women
http://money.cnn.com/magazines/fortune/most-powerful-women/
Company Insider on CNN – Fastest Growing Companies
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.
Comment AND article easily shared back to LinkedIn and displayed in update feed
User authenticates with LinkedIn to post comment
Comment is displayed on article with user LinkedIn photo
Sign In With LinkedInArticle Commenting Use Case
1 2 3
Sign In With LinkedIn example - AOLSign in and comment on an article with your LinkedIn identity
Sign In With LinkedIn example - GigaOmSign in and comment on an article with your LinkedIn identity and photo
http://gigaom.com/cloud/5-real-world-uses-of-big-data/#
Sign In With LinkedIn example - Variety
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.
http://www.variety.com/events/2011/venture-capital-new-media-summit/
Sign in to see how you are connected to
conference speakers
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“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 PaikDirector of Web Development at Variety
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Other Plugins
Company Profile
Bring LinkedIn company profiles to your site to display key
company information at-a-glance
Make your site content richer by showing the
summary, location, logo, and number of employees
for companies featured on your site.
Also, help users discover who they know at a
company and enable them to track news and insights
by using the follow button.
Company Profile Plugin on AOL
Company Profile Plugin (AOL) in-line with text
Recommend Button
Enable users to recommend your products and services to
LinkedIn’s professional audience, and drive traffic back to your site
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Follow Company
*Note : we will be releasing a LinkedIn Today Publisher Follow plugin soon
Add the Follow Company button to your website to build more followers of your LinkedIn Company Page
Full Member Profile
Bring full LinkedIn profiles to your site to display a person’s
professional background at-a-glance
Make your site content richer by showing the
summary, work experience and educational
background for people featured on your site.
Also, enable users to easily discover who they
know in common, send a message, or establish
a connection.
Groups API
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
LinkedIn Groups API: Professional Engagement Anytime, Anywhere
https://developer.linkedin.com/apis#groups
Groups API - Microsoft
Example: 2011 Microsoft Worldwide Partner Conference: http://digitalwpc.com
Summary of Tools Currently Available
Add a Share on LinkedIn button to your articles and posts
Build a Company page and attract followers
Get the code at www.linkedin.com/publishers
Build a page hereConsider adding a prominent call-to-action on your site (eg. AOL Small Biz) You can find these and other buttons on our logo page
Add a Login with LinkedIn button to your site
Get the code at http://developer.linkedin.com/community/jsapi
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
Thank you