LinkedIn has become a leader in the helping professionals be more productive and successful. Now delivering the best in professional content is part of the dynamic of LinkedIn as the power LinkedIn Today, Slideshare and Pulse combine to deliver the most relevant content across Desktop, Tablet and Mobile.

1. The “Knowledge” Platform
An overview of the content dynamic on LinkedIn
LinkedIn Today, Pulse, SlideShare
Gary Fearnall
Director, Global Marketing Solutions – LinkedIn Canada
June 25, 2013

2. SALES EFFECTIVENESS (SEFF)
LinkedIn’s Mission:
Connect the world’s professionals
to make them more productive
and successful
2

3. SALES EFFECTIVENESS (SEFF)
1 of every 3
professionals
on the planet is LinkedIn
3

4. SALES EFFECTIVENESS (SEFF)
Our value
propositions
resonate with members
4
Identity Insights Everywhere

5. SALES EFFECTIVENESS (SEFF)
57%
growth
in page views y/y
200,000+
professionals join daily
5
32%
growth
in monthly users y/y
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
1 4 7
16
31
53
87
144
200MM+

6. **
*19
170M+
Unique monthly visitors
Languages
11.1B
Page views per month
200
Countries
Use LinkedIn 6X more to
discover professional
content and insights than
use our job properties (2)
Are 2X more likely to
trust information from
LinkedIn than from
competitors (1)
Follow companies
and publishers for
professional
insights
Our members:
Connect your brand to our audience
We’ve got the world’s largest network of high-quality, engaged professionals who crave
content and insights
225+ MILLION
REGISTERED MEMBERS
Sources: 1. LinkedIn Internal study – Audience 360; 2. LinkedIn internal data, September 2012

7. SALES EFFECTIVENESS (SEFF)
Content
is our core
7
6XMore engagement with
content vs jobs
BRANDS
2.7MM Company Pages
Company Updates
SlideShare
Groups
THOUGHT
LEADERS
200+ Influencers
NEWS
1.3MM Publishers
LinkedIn Today
PEERS
1.5MM Groups
Connections

8. SALES EFFECTIVENESS (SEFF)
The definitive
professional publishing platform
8
Rich data drives content relevance
1.3 million+ publishers send diverse
content to LinkedIn
Members share compelling content
through the network
Individually relevant content from
brands and publishers

9. SALES EFFECTIVENESS (SEFF)
200 million minds.
One aspirational mindset.
9
1 – The Mindset Divide research study, TNS, September 2012
Top 3 types of content expected1
Spend Time
Personal Networks
Info on friends
Info on personal interests
Entertainment updates
Invest Time
Professional Networks
Career info
Updates on brands
Current affairs
1
2
3

10. SALES EFFECTIVENESS (SEFF)
Brands build relationships with
the world’s professionals
by using accurate targeting to deliver relevant content
10
Target Publish Extend
Target with accuracy
to reach a high
quality audience
Publish relevant
content in a
professional context
Extend through social
sharing and extend
quality traffic and data
to your sites

11. LinkedIn Content Properties
LinkedIn Today
with Channels
SlideSharePulse
The news and insights
professionals need to
be more informed
Leading news reader
and mobile content
distribution platform
The world’s largest
community for sharing
professional content
1 2
3

12. Agenda for Today
I. Overview of LinkedIn company and audience
II. Overview of LinkedIn content products
III. LinkedIn Today / Channels
IV. Pulse
V. SlideShare
VI. Resources

13. 13
Identity & Network
Leverage signals from members’
identity, behavior and network to
personalize discovery
+
Content
Procure professional content
from the most relevant sources
globally
Insights
Deliver the right content at the
right time to the right professionals
Everywhere
Across every device and platform that our members use
Vision: The Definitive Professional Publishing Platform
Professionals contribute to the body of business knowledge via publishing, commenting,
curating and sharing

14. We want to be the definitive professional publishing
platform where professionals can:
Updates, comments,
presentations
Influencers, Groups, news,
Company Pages
Share, like,
comment

15. How Content Appears on all LinkedIn Properties
Across all
devices & platforms…
Homepage News Module Today / Channels Groups
Top Headline Emails
Pulse
Network Update Stream
Profile Pages
Company Pages
SlideShare

16. LinkedIn Today
with Channels
16

17. Value Proposition to Brands and Publishers
 Increased content distribution
 Referral traffic
 Exposure and brand awareness amongst LinkedIn’s high quality
audience
 Access to unique data and insights via plugins and APIs
LinkedIn offers content publishing partners a host of benefits

18. 18
LinkedIn Today
http://www.linkedin.com/today/

19. The refreshed LinkedIn Today with Channels makes
it easier for members to
Discover and Share
professional news and insights.
Launched May 2013

20. Channels on LinkedIn Today
• Broad topic areas cover multiple
industries and professional sectors
• Surface LinkedIn Influencer content
and news articles from strategic
publishing partners shared via the
InShare plugin, as well as
SlideShare presentations
• Follow a Channel  see updates
in the Homepage
• Channels tab on new LinkedIn
Today page:
http://lnkd.in/channels

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

22. Select publishers using LinkedIn Share

23. Sharing interface – desktop web (via InShare plugin)
Article can be
shared as a
status update
Or shared
directly with
connections
Or shared with a
group

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

25. Sharing interface – mobile apps (via Share API)
25
Associated Press iPhone app
TechCrunch iPad app

26. In October 2012, LinkedIn
was the #1 high-quality
traffic source for Business
Insider, with longer visit
duration than any other site.
Julie Hansen
President/COO, Business Insider
Example: LinkedIn Share on Business Insider
http://www.digiday.com/publishers/busines
s-insiders-linkedin-strategy/

27. 0
100000
200000
300000
400000
500000
600000
700000
800000
900000
Case Study: LinkedIn Share on Business Insider
Since adding the InShare button and the launch of LinkedIn Today,
LinkedIn referral traffic to Business Insider is up over 50x
Referral Visits from LinkedIn
to Business Insider

28. LinkedIn is driving traffic and engagement for publishers
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.”

29. LinkedIn is driving traffic and engagement for publishers
In October 2012, LinkedIn was
the #1 high-quality traffic
source for Business Insider,
with longer visit duration than
any other source.
Liz Heron
Editor, Emerging Media
Wall Street Journal
“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
Former AVP Audience Dev
CNET
“Traffic from LinkedIn to BBC
News jumps tenfold
in six months.”
Sarah Marshall
Journalism.co.uk

30. LinkedIn Share drives high click-backs 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. 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
 Roughly speaking LinkedIn shares generate 4 – 5 x more traffic to my
Inc.com articles than tweets, Facebook likes and Google +1s combined.

31. ANNOUNCING…
Pulse

32. Worlds largest professional network
on the internet
Leading news reader and mobile
content distribution platform
Helping you discover and share
professional knowledge from
anywhere, on any device

33. Elevating daily media consumption to foster
informed discussion

34. • Join over 750 of the world’s leading publishers and
expand your audience on Pulse. Our content catalog
features a diverse range of interest categories,
allowing users to easily discover your content and
publishers to grow their readership.
• We’re actively looking for partnerships with publishers
of all sizes, so submit your site to Pulse now
How Publishers Can Leverage Pulse

35. A company

36. 36

40. Leverage the power of two unique platforms
Discover people through content and content through people
• Binding LinkedIn and SlideShare accounts
unlocks distribution potential
• (1) Alert your LinkedIn network when you
upload and share content on SlideShare
• (2) Add SlideShare content to your
LinkedIn profile
1
2

41. Countries
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
LinkedIn Today / Channels
Pulse
SlideShare
Set up a Company Page to attract and engage followers:
http://marketing.linkedin.com/company-pages/
Additional questions? E-mail publisher@linkedin.com or if you
would like more information about our API / plugin toolkit
Additional questions? E-mail content@pulse.me if you do not
find the information you need in this document
Additional questions? E-mail editor@slideshare.com if you do not
find the information you need in this document
Publisher submission FAQ
http://blog.pulse.me/pubfaqSubmit your site to Pulse here
SlideShare 101 http://www.slideshare.net/about

42. Sponsored Updates deliver rich content
across all devices via the LinkedIn feed
42

43. And drive greater engagement
than Display alone
Generates results
 0.50% average engagement rates
 18% higher lift in purchase intent
than display1
Drives conversations
 Better storytelling through content
 Dialogue not monologue
Reaches across all devices
 Seamlessly reach your audience
across desktop, phone, and tablet
 Maximize word-of-mouth with social
sharing
1 IPG Media Lab and Sharethrough
Native Advertising Effectiveness Study
43

44. Storytelling and
Thought Leadership
LinkedIn Confidential ©2013 All Rights Reserved 44

45. SlideShare Channel
Bring your story to life
and deliver it to your target audience at scale
Influencer Posts
Sponsored Updates
45

46. Infuse personality & thought leadership
into your content marketing with LinkedIn Influencers
46

47. Add visual impact and wide distribution
with SlideShare Channels
Create an immersive
visual experience
showcasing video and presentations
Collect leads
with embedded lead form
in your content
Distribute
to all major social networks
SlideShare’s price-to-lead ratio can be
exceptional.
Slideshare has become a major source
of business leads and traffic to our
own online properties.
Todd Wheatland
VP Marketing, Kelly Services 47

48. Thank you!