A guide to LinkedIn's content ecosystem and publisher tools. For more information, visist http://developer.linkedin.com/publishers

1. Publisher Offerings – full reference guide
April 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.
***
19
116M
Unique visitors per quarter
Languages
9.8B
Page views per month
Countries
200
Source: comScore Q4 2012 for Page views and Unique visitors
2 4 8
17
32
55
90
145
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
LinkedIn Members (Millions)
187
200M+Members worldwide
202

4. Use LinkedIn 5X more to get
professional content and insights
than they use our job properties2
2X more likely to trust info from
LinkedIn compared to competitors1
Follow companies for professional content
and insights
Our context is a trusted environment where users
crave relevant content and insights
4Sources: 1. LinkedIn Internal study – Audience 360; 2. LinkedIn internal data, September 2012

5. The value we bring to our members
Identity
Connect, find and be found
LinkedIn Profile, Address Book, Search
Insights
Be great at what you do
Home Page, LinkedIn Today, Groups
Work wherever our members work
Everywhere
Mobile, APIs, Plug-InsDesktop
Rolodex, Resume,
Business Card
Newspapers,
Trade Magazines, Events

6. Value to Publishers
 Increased content distribution
 Exposure to LinkedIn‟s high quality audience
 Traffic
 Access to unique data and insights
LinkedIn offers publisher partners a host of benefits, including …

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

8. LinkedIn Today homepage module
7 article slots, moves down stream

9. News on the new LinkedIn Profile
9

10. 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

11. How sharing appears on the Profile
11

12. Publisher Tools

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

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

15. Select publishers using LinkedIn Share

16. “
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
”

17. 0
100000
200000
300000
400000
500000
600000
700000
800000
900000
Example: LinkedIn Share on Business Insider
LI Share button at the top of articles
Since Jan 2011, referral traffic
from LinkedIn is up over 50x
Referral Visits from LinkedIn
to Business Insider

18. 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.”

19. 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,
Former AVP Audience Dev
CNET

20. 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.

21. Case Studies
Publisher
Reach (Sept ’11
Comscore PVs)
Increase in LinkedIn referrals after InShare
Business Insider 27M
50X 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

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

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

24. Sharing interface – mobile apps (via Share API)
24
Associated Press iPhone app
TechCrunch iPad app

25. Sharing interface – HTML5 web apps
25

26. Publisher Tools - Plugins

27. Member Profile Plugin

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

29. Member Profile Plugin on AOL

30. 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

31. Company Insider on Fortune

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

33. Company Insider on CNN – Fastest Growing Companies

34. 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.

35. 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 LinkedIn
Article Commenting Use Case
1 2 3

36. Sign In/Comment with LinkedIn: LiveFyre on TechCrunch
Publishers using LiveFyre can integrate LinkedIn commenting

37. 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/#

38. Sign-In and Comment with LinkedIn – Time.com
38
Via

39. 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

40. 40
“
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

41. 41

42. 42

43. Other Plugins

44. 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.

45. Company Profile Plugin on AOL

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

47. Follow Company
47
Add the Follow Company button to your website to build more
followers of your LinkedIn Company Page

48. 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.

49. 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

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

51. 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 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
 Add a Login with LinkedIn button to your site
Get the code at http://developer.linkedin.com/community/jsapi

52. 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

53. 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
53
Resources

54. Thank you