Overview of LinkedIn's end-to-end publisher offerings, including the InShare Plugin, Share API, LinkedIn Today and APIs/plugins such as Company Insider, Member Profile, Groups API and SignIn With LinkedIn

1. Publisher Offerings – full reference guide
January 2013

2. Table of Contents
I. Overview of LinkedIn company and audience
II. 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
InPlatform (other):
Full Member Profile
Company Profile
Recommend button
IV. APIs: Groups API

3. Connect your brand to our audience
We‟ve got the world‟s largest network of high-quality, engaged professionals.
187
187M+
Members worldwide
9B
Page views per month
145
90 110M
Unique visitors per quarter
55
4 8
17
32
19 200
***
2 Languages Countries
2004 2005 2006 2007 2008 2009 2010 2011 2012
LinkedIn Members (Millions)
Source: comScore Q3 2012 for Page views and Unique visitors

4. 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 4

5. 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

6. 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

7. Your content reaches many areas of the LinkedIn ecosystem
Network Update Stream
Homepage news module Connections
Top Headline Emails
LinkedIn Today
Mobile
Groups
7

8. LinkedIn Today homepage module

9. News on the new LinkedIn Profile
9

10. 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

11. How sharing appears on the Profile
11

12. Add InShare and receive a Publisher slice page
http://www.linkedin.com/today/bloomberg.com
12

13. 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
13

14. Publisher Tools

15. The InPlatform Full information at Developer.LinkedIn.com

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

17. Select publishers using LinkedIn Share

18. 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

19. 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

20. 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

21. 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

22. 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.

23. 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

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

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

26. Sharing interface – mobile apps (via Share API)
Associated Press iPhone app
TechCrunch iPad app
26

27. Sharing interface – HTML5 web apps
27

28. Publisher Tools - Plugins

29. Member Profile Plugin

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

31. Member Profile Plugin on AOL

32. Company Insider Plugin
Logged-Out experience
Users 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 experience
In 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

33. Company Insider on Fortune

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

35. Company Insider on CNN – Fastest Growing Companies

36. 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.

37. Sign In With LinkedIn
Article Commenting Use Case
1 User authenticates with 2 Comment is displayed on 3 Comment AND article easily
LinkedIn to post comment article with user LinkedIn shared back to LinkedIn and
photo displayed in update feed

38. Sign In With LinkedIn example - AOL
Sign in and comment on an article with your LinkedIn identity

39. 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/#

40. Sign-In and Comment with LinkedIn – Time.com
Via
40

41. Sign In With LinkedIn example - Variety
Sign in to see how you
are connected to
conference speakers
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/

42. “ 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 Paik
Director of Web Development at Variety
42

43. 43

44. 44

45. Other Plugins

46. 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.

47. Company Profile Plugin on AOL

48. Company Profile Plugin (AOL) in-line with text

49. Follow Company
Add the Follow Company button to your website to build more
followers of your LinkedIn Company Page
49

50. 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.

51. 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

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

53. 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

54. 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

55. 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
55

56. Thank you