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

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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

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