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Social Marketing with
                             LinkedIn's Audience


                           Kirsten Jones                       1st
                           Developer Advocate at LinkedIn
                           San Francisco Bay Area | Internet

                            Send Message        View Profile




                                                                     1

Thursday, December 8, 11
Introduction to LinkedIn



    135M+




   14 Languages

                              2

Thursday, December 8, 11
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




                                                                                         3

Thursday, December 8, 11
Successful platforms provide value to everyone

    Two out of three is insufficient

                                Developers




                                  Platform
                  Business        Flywheel   Customers




                                                         4

Thursday, December 8, 11
How LinkedIn can help publishers



                                     As a publisher, my goals are to …



                                Reach an      Create a more        Bring
                                                                                Improve new
           Drive traffic to     influential      relevant       professional
                                                                                   reader
              my site         audience with   experience for   discussions to
                                                                                 acquisition
                               my content      my readers          my site




           LinkedIn Share




                                                                                               5

Thursday, December 8, 11
LinkedIn Share Plugin




Thursday, December 8, 11
Readers share your content via the LinkedIn
   Share button




                                                 7

Thursday, December 8, 11
Readers share your content via the LinkedIn
   Share button




                                                 7

Thursday, December 8, 11
Readers share your content via the LinkedIn
   Share button




                                                 Articles can be shared
                                                      as updates …



                                                   … Or shared with
                                                      groups …



                                                 … Or shared directly
                                                  with connections




                                                                        7

Thursday, December 8, 11
How sharing appears on LinkedIn Today

  LinkedIn Today
  shows the most
  shared news on
     LinkedIn



                                             Most shared
                                            publishers are
                                           displayed as Top
                                               Sources




    Articles are
   organized by                              Members can
   publisher and                           follow individual
     industry                               publishers and
                                               industries




 LinkedIn Today
 provides info on
  who is sharing
      what



                                                               8

Thursday, December 8, 11
Your content reaches many areas of the LinkedIn
   ecosystem
 LinkedIn Homepage                  Connections




                                             Top Headline Emails


  LinkedIn Today



                           Mobile
                                             Groups




                                                                   9

Thursday, December 8, 11
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


                                                                              Referral Visits from LinkedIn to Business Insider

                                                        900000
                                                        800000
                                                        700000                               Since Jan 2011, referral
                                                                                             traffic from LinkedIn is
                                                        600000                               up over 50x
                                                        500000
                                                        400000
                                                        300000
                                                        200000
                                                        100000
                                                            0
                                                                    r


                                                                             r

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                                                                              Ja
                                                            ov


                                                                    ec




                                                                                      Fe
                                                           N


                                                                    D




                                                                                                                                        10

Thursday, December 8, 11
LinkedIn is driving traffic and engagement for
   publishers across the web
                                            “Yes, LinkedIn, the professional
 “LinkedIn users have very high                                                        “Traffic from LinkedIn to BBC
                                             social network which just went
pageviews per visit compared to                                                          News jumps tenfold in six
                                            public is now by far our second
our other distribution partners”                                                                   months.”
                                            biggest referrer of social traffic.”

         Mike Rodov,                                 MG Siegler                                      Sarah Marshall
         Director of Business Development            TechCrunch June 30, 2011                        Journalism.co.uk July 15, 2011
         Seeking Alpha




 “Since the launch of LinkedIn                                                        “CNET	
  has	
  seen	
  extraordinary	
  increases	
  
                                               @LinkedIn is on fire as a traffic
   Today, Mashable has seen                                                           in	
  LinkedIn	
  traffic	
  in	
  recent	
  months	
  -­‐-­‐	
  up	
  
                                            referrer – since we added in buttons
   growth in both visitors and                                                         to	
  a	
  tenfold	
  increase!	
  	
  And	
  these	
  users	
  
                                              on @wired referrals have grown
 engagement from the LinkedIn                                                          visit	
  our	
  site	
  more	
  frequently	
  than	
  our	
  
                                               20X, now bigger than @twitter
         community."                                                                                        site	
  average."

         Meghan Peters,                              Evan Hansen,                                     Mark Kaufman,
         Community Manager                           Editor in Chief                                  AVP Audience Development
         Mashable                                    Wired Magazine                                   CNET



                                            Posting FamiliesGo! updates to LinkedIn was an afterthought because of the
          Eileen Gunn                       site’s career and business focus. But it routinely sends more visitors than
          Founder                           Twitter. Moreover, those visitors spend an average of four and half minutes on
          FamiliesGo!                       the site, look at nearly four pages, and have a bounce rate of 40%. All these
                                            metrics outpace the same ones for both Facebook and Twitter, and point to
                                            engaged users.

Thursday, December 8, 11
Select publishers using LinkedIn Share




Thursday, December 8, 11
How LinkedIn can help publishers



                                     As a publisher, my goals are to …



                                Reach an      Create a more        Bring
                                                                                Improve new
           Drive traffic to     influential      relevant       professional
                                                                                   reader
              my site         audience with   experience for   discussions to
                                                                                 acquisition
                               my content      my readers          my site




                                LinkedIn
                                member
                              demographics




                                                                                               13

Thursday, December 8, 11
The most affluent professionals anywhere

         Half of LinkedIn members are executives or business owners
         Nearly half have household incomes over 100k

                  Level in company                                                Household Income
                                                                           Under $25,000
                      23%
    Student                                         24%                 $25,000 - $45,999
    Individual contributor
    Manager                                                             $46,000 - $65,999
    Director, VP, CXO
    Self employed /owner                                                $66,000 - $85,999

                                                                       $86,000 - $104,999

                                                                   $105,000 - $150,999

                                                                       $151,000 - $200,00

                    27%
                                                  24%              More than $200,000

                                                                                            0%   8%   15%   23%   30%

                             Q: Which best describes your job title?
                             Q: What was your HH income in 2010?
                             Base: All respondents



Thursday, December 8, 11
With authority over a wide range of decisions




                                                                                         “
                         Decision making authority

                          What products to use                                                               What they’re saying


                           What vendors to use
                                                                                                        LinkedIn has given me tons of
                        What candidates to hire
                                                                                                        user opinions of software




                                                                                                                   ”
                                                                                                        products and lots of feedback
                                                                                                        from other members that
                What companies to partner with                                                          have quickly resolved
                                                                                                        problems in my environment.
          Allocating funds or managing budgets
                                                                                                              Products
                                                                                                                 researched
                                                                                                        VP. Engineering
      I am responsible for all business decisions


    I do not influence decisions for my company                                                                           51%

                                                    0%   13% 25% 38% 50%




                                      Q: Which of the following business decisions are you responsible for or influence at your company? Base:
                                      All respondents


Thursday, December 8, 11
Professionals trust information on LinkedIn

    §    Information on LinkedIn is trusted on par with professionally produced content
          from WSJ.com and NYTimes.com




                                                                                            “
                          Level of confidence w/ information on site
   100%
                                                                                                        What they’re saying
              87%
                           84%
                                        76%                                                           I trust LinkedIn for
                                                      73%                                             professional up to date
    75%
                                                                                                      information on my
                                                                                                      specific industry. WSJ &
                                                                                                      NYT are my go to news/
    50%                                                                                               business sources. I don’t




                                                                                                               ”
                                                                35%            35%                    trust the professional
                                                                                                      content on Twitter or
    25%
                                                                                            25%            Products
                                                                                                      Facebook at all, they are
                                                                                                                 researched
                                                                                                      gossip sites.
                                                                                                      SVP Finance

     0%
                                                                                                                    51%
                                m
                  m




                                                m



                                                          In




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                                                                                 up



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                                        on




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                                    N
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                                    N
                                    C




                                 On a scale of 1 to 5 how would you rate your level of confidence with the professional
                                 information received from the following sites? (those rating 4 or 5)
                                 Base: All respondents


Thursday, December 8, 11
How LinkedIn can help publishers



                                     As a publisher, my goals are to …



                                Reach an      Create a more        Bring
                                                                                Improve new
           Drive traffic to     influential      relevant       professional
                                                                                   reader
              my site         audience with   experience for   discussions to
                                                                                 acquisition
                               my content      my readers          my site




                                              Member Profile
                                                Company
                                                 Insider
                                                Company
                                                 Profile



                                                                                               17

Thursday, December 8, 11
Member Profile Plugin




Thursday, December 8, 11
Member Profile Plugin on SlideShare




Thursday, December 8, 11
Member Profile Plugin on AOL


                                 Make your
                                 Content
                                 Relevant




Thursday, December 8, 11
Member Profile Plugin on AOL


                                 Make your
                                 Content
                                 Relevant




                                 Profile information for
                                    the highlighted
                                         member




                                      Personalized
                                  information on how
                                  reader is connected

Thursday, December 8, 11
Company Insider Plugin




Thursday, December 8, 11
Company Insider on Fortune




Thursday, December 8, 11
Company Insider on CNN – Most Powerful Women




                                        http://
                                        money.cnn.com/
                                        magazines/fortune/
                                        most-powerful-
                                        women/
Thursday, December 8, 11
Company Insider on CNN –
  Fastest Growing Companies




Thursday, December 8, 11
Company Insider on Slideshare




                                  25

Thursday, December 8, 11
Company Profile Plugin

                            “Integrating LinkedIn plugins has been
                            the single most effective way to add
                            valuable information to the AngelPad
                            Jobs board.”
                                                       - Thomas Korte
                                                   Founder, AngelPad




                                                                        26

Thursday, December 8, 11
Company Profile Plugin

                                                                  “Integrating LinkedIn plugins has been
                                                                  the single most effective way to add
                                                                  valuable information to the AngelPad
                                                                  Jobs board.”
                                                                                             - Thomas Korte
                                                                                         Founder, AngelPad
                           Company summary




                                     1-click follow for readers
                                     to receive future updates




                                 Personalized info on how
                                   reader is connected




                                                                                                              26

Thursday, December 8, 11
Company Profile Plugin on AOL




Thursday, December 8, 11
How LinkedIn can help publishers



                                     As a publisher, my goals are to …



                                Reach an      Create a more        Bring
                                                                                Improve new
           Drive traffic to     influential      relevant       professional
                                                                                   reader
              my site         audience with   experience for   discussions to
                                                                                 acquisition
                               my content      my readers          my site




                                                                 Groups API




                                                                                               28

Thursday, December 8, 11
Example: Worldwide Partner Conference




                                           29

Thursday, December 8, 11
How LinkedIn can help publishers



                                     As a publisher, my goals are to …



                                Reach an      Create a more        Bring
                                                                                Improve new
           Drive traffic to     influential      relevant       professional
                                                                                   reader
              my site         audience with   experience for   discussions to
                                                                                 acquisition
                               my content      my readers          my site




                                                                                Sign in with
                                                                                 LinkedIn




                                                                                               30

Thursday, December 8, 11
Sign in with LinkedIn gives readers a
   personalized experience




                                           “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 Paik
                                               Director Of Web Development,
                                                                         Variety




                                                                              31

Thursday, December 8, 11
Sign in with LinkedIn gives readers a
   personalized experience




                                                   “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 Paik
                                                       Director Of Web Development,
                                                                                 Variety
                              Once signed in,
                            readers can see how
                           they are connected to
                            conference speakers
                                                                                      31

Thursday, December 8, 11
Sign In With LinkedIn example - AOL




                                        Sign in and
                                        comment on
                                        an article with
                                        your LinkedIn
                                        identity




Thursday, December 8, 11
How LinkedIn can help publishers



                                     As a publisher, my goals are to …



                                Reach an      Create a more        Bring
                                                                                Improve new
           Drive traffic to     influential      relevant       professional
                                                                                   reader
              my site         audience with   experience for   discussions to
                                                                                 acquisition
                               my content      my readers          my site




                                              Member Profile
                                LinkedIn        Company
                                                                                Sign in with
           LinkedIn Share       member           Profile,        Groups API
                                                                                 LinkedIn
                              demographics      Company
                                                 Insider



                                                                                               33

Thursday, December 8, 11
Additional resources


                 •   Tools for publishers: www.linkedin.com/publishers

                 •   Tools for developers: developer.linkedin.com

                 •   Contact publisher@linkedin.com for more details about
                     the LinkedIn platform




                                                                             34

Thursday, December 8, 11

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Social Marketing with LinkedIn

  • 1. Social Marketing with LinkedIn's Audience Kirsten Jones 1st Developer Advocate at LinkedIn San Francisco Bay Area | Internet Send Message View Profile 1 Thursday, December 8, 11
  • 2. Introduction to LinkedIn 135M+ 14 Languages 2 Thursday, December 8, 11
  • 3. 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 3 Thursday, December 8, 11
  • 4. Successful platforms provide value to everyone Two out of three is insufficient Developers Platform Business Flywheel Customers 4 Thursday, December 8, 11
  • 5. How LinkedIn can help publishers As a publisher, my goals are to … Reach an Create a more Bring Improve new Drive traffic to influential relevant professional reader my site audience with experience for discussions to acquisition my content my readers my site LinkedIn Share 5 Thursday, December 8, 11
  • 7. Readers share your content via the LinkedIn Share button 7 Thursday, December 8, 11
  • 8. Readers share your content via the LinkedIn Share button 7 Thursday, December 8, 11
  • 9. Readers share your content via the LinkedIn Share button Articles can be shared as updates … … Or shared with groups … … Or shared directly with connections 7 Thursday, December 8, 11
  • 10. How sharing appears on LinkedIn Today LinkedIn Today shows the most shared news on LinkedIn Most shared publishers are displayed as Top Sources Articles are organized by Members can publisher and follow individual industry publishers and industries LinkedIn Today provides info on who is sharing what 8 Thursday, December 8, 11
  • 11. Your content reaches many areas of the LinkedIn ecosystem LinkedIn Homepage Connections Top Headline Emails LinkedIn Today Mobile Groups 9 Thursday, December 8, 11
  • 12. 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 Referral Visits from LinkedIn to Business Insider 900000 800000 700000 Since Jan 2011, referral traffic from LinkedIn is 600000 up over 50x 500000 400000 300000 200000 100000 0 r r y y ch ril ne ly ay be be ar ar Ju Ap ar M Ju nu ru em em M b Ja ov ec Fe N D 10 Thursday, December 8, 11
  • 13. LinkedIn is driving traffic and engagement for publishers across the web “Yes, LinkedIn, the professional “LinkedIn users have very high “Traffic from LinkedIn to BBC social network which just went pageviews per visit compared to News jumps tenfold in six public is now by far our second our other distribution partners” months.” biggest referrer of social traffic.” Mike Rodov, MG Siegler Sarah Marshall Director of Business Development TechCrunch June 30, 2011 Journalism.co.uk July 15, 2011 Seeking Alpha “Since the launch of LinkedIn “CNET  has  seen  extraordinary  increases   @LinkedIn is on fire as a traffic Today, Mashable has seen in  LinkedIn  traffic  in  recent  months  -­‐-­‐  up   referrer – since we added in buttons growth in both visitors and to  a  tenfold  increase!    And  these  users   on @wired referrals have grown engagement from the LinkedIn visit  our  site  more  frequently  than  our   20X, now bigger than @twitter community." site  average." Meghan Peters, Evan Hansen, Mark Kaufman, Community Manager Editor in Chief AVP Audience Development Mashable Wired Magazine CNET Posting FamiliesGo! updates to LinkedIn was an afterthought because of the Eileen Gunn site’s career and business focus. But it routinely sends more visitors than Founder Twitter. Moreover, those visitors spend an average of four and half minutes on FamiliesGo! the site, look at nearly four pages, and have a bounce rate of 40%. All these metrics outpace the same ones for both Facebook and Twitter, and point to engaged users. Thursday, December 8, 11
  • 14. Select publishers using LinkedIn Share Thursday, December 8, 11
  • 15. How LinkedIn can help publishers As a publisher, my goals are to … Reach an Create a more Bring Improve new Drive traffic to influential relevant professional reader my site audience with experience for discussions to acquisition my content my readers my site LinkedIn member demographics 13 Thursday, December 8, 11
  • 16. The most affluent professionals anywhere Half of LinkedIn members are executives or business owners Nearly half have household incomes over 100k Level in company Household Income Under $25,000 23% Student 24% $25,000 - $45,999 Individual contributor Manager $46,000 - $65,999 Director, VP, CXO Self employed /owner $66,000 - $85,999 $86,000 - $104,999 $105,000 - $150,999 $151,000 - $200,00 27% 24% More than $200,000 0% 8% 15% 23% 30% Q: Which best describes your job title? Q: What was your HH income in 2010? Base: All respondents Thursday, December 8, 11
  • 17. With authority over a wide range of decisions “ Decision making authority What products to use What they’re saying What vendors to use LinkedIn has given me tons of What candidates to hire user opinions of software ” products and lots of feedback from other members that What companies to partner with have quickly resolved problems in my environment. Allocating funds or managing budgets Products researched VP. Engineering I am responsible for all business decisions I do not influence decisions for my company 51% 0% 13% 25% 38% 50% Q: Which of the following business decisions are you responsible for or influence at your company? Base: All respondents Thursday, December 8, 11
  • 18. Professionals trust information on LinkedIn § Information on LinkedIn is trusted on par with professionally produced content from WSJ.com and NYTimes.com “ Level of confidence w/ information on site 100% What they’re saying 87% 84% 76% I trust LinkedIn for 73% professional up to date 75% information on my specific industry. WSJ & NYT are my go to news/ 50% business sources. I don’t ” 35% 35% trust the professional content on Twitter or 25% 25% Products Facebook at all, they are researched gossip sites. SVP Finance 0% 51% m m m In er s k up oo o o o ed itt .c .c .c ro eb Tw es nk ey SJ !G c im Li on Fa W oo YT M h N N Ya N C On a scale of 1 to 5 how would you rate your level of confidence with the professional information received from the following sites? (those rating 4 or 5) Base: All respondents Thursday, December 8, 11
  • 19. How LinkedIn can help publishers As a publisher, my goals are to … Reach an Create a more Bring Improve new Drive traffic to influential relevant professional reader my site audience with experience for discussions to acquisition my content my readers my site Member Profile Company Insider Company Profile 17 Thursday, December 8, 11
  • 21. Member Profile Plugin on SlideShare Thursday, December 8, 11
  • 22. Member Profile Plugin on AOL Make your Content Relevant Thursday, December 8, 11
  • 23. Member Profile Plugin on AOL Make your Content Relevant Profile information for the highlighted member Personalized information on how reader is connected Thursday, December 8, 11
  • 25. Company Insider on Fortune Thursday, December 8, 11
  • 26. Company Insider on CNN – Most Powerful Women http:// money.cnn.com/ magazines/fortune/ most-powerful- women/ Thursday, December 8, 11
  • 27. Company Insider on CNN – Fastest Growing Companies Thursday, December 8, 11
  • 28. Company Insider on Slideshare 25 Thursday, December 8, 11
  • 29. Company Profile Plugin “Integrating LinkedIn plugins has been the single most effective way to add valuable information to the AngelPad Jobs board.” - Thomas Korte Founder, AngelPad 26 Thursday, December 8, 11
  • 30. Company Profile Plugin “Integrating LinkedIn plugins has been the single most effective way to add valuable information to the AngelPad Jobs board.” - Thomas Korte Founder, AngelPad Company summary 1-click follow for readers to receive future updates Personalized info on how reader is connected 26 Thursday, December 8, 11
  • 31. Company Profile Plugin on AOL Thursday, December 8, 11
  • 32. How LinkedIn can help publishers As a publisher, my goals are to … Reach an Create a more Bring Improve new Drive traffic to influential relevant professional reader my site audience with experience for discussions to acquisition my content my readers my site Groups API 28 Thursday, December 8, 11
  • 33. Example: Worldwide Partner Conference 29 Thursday, December 8, 11
  • 34. How LinkedIn can help publishers As a publisher, my goals are to … Reach an Create a more Bring Improve new Drive traffic to influential relevant professional reader my site audience with experience for discussions to acquisition my content my readers my site Sign in with LinkedIn 30 Thursday, December 8, 11
  • 35. Sign in with LinkedIn gives readers a personalized experience “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 Paik Director Of Web Development, Variety 31 Thursday, December 8, 11
  • 36. Sign in with LinkedIn gives readers a personalized experience “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 Paik Director Of Web Development, Variety Once signed in, readers can see how they are connected to conference speakers 31 Thursday, December 8, 11
  • 37. Sign In With LinkedIn example - AOL Sign in and comment on an article with your LinkedIn identity Thursday, December 8, 11
  • 38. How LinkedIn can help publishers As a publisher, my goals are to … Reach an Create a more Bring Improve new Drive traffic to influential relevant professional reader my site audience with experience for discussions to acquisition my content my readers my site Member Profile LinkedIn Company Sign in with LinkedIn Share member Profile, Groups API LinkedIn demographics Company Insider 33 Thursday, December 8, 11
  • 39. Additional resources • Tools for publishers: www.linkedin.com/publishers • Tools for developers: developer.linkedin.com • Contact publisher@linkedin.com for more details about the LinkedIn platform 34 Thursday, December 8, 11