1.
API Possibilities Workshop
Adit Gupta
API Solutions Consultant
LinkedIn
Ravi Ayyala
Creative Solutions Lead
LinkedIn

2.
Agenda …
2
APIs
LinkedIn APIs
LinkedIn Data
Examples Make it Relevant
& SocialCombining with
Other Data
1
2
3
4
5
6

3.
APIs … what are they?
3
Google Map on
virginactive.co.uk
SlideShare doc on
lifehacker.com.au
YouTube video on
khanacademy.org
APIs are a way to use external data to enhance your
own site or app. Some examples …

4.
LinkedIn APIs … why use them?
4
LinkedIn Data
LinkedIn APIs
Mobile Sites & Apps
Desktop Sites & AppsProfile
Newsfeed
Company
Groups

5.
Available LinkedIn data …
5
Profile
Newsfeed
Company
Groups
• Name
• Job Title
• Company
• Industry
• Location
• Experience
• Education
• Groups Joined
…
• Company
Name
• Company Size
• Industry
• Products &
Services
• Followers
• Company
Updates
…
• Status
Updates
• Authors
• Likes
• Shares
• Follows
• Comments
…
• Group Name
• Discussions
• Authors
• Likes
• Shares
• Follows
• Comments
…
Complete list at http://developer.linkedin.com/documents/profile-fields

6.
Make it relevant and social …
6
Sites & Apps
(Use LinkedIn data to
Personalise the experience)
LinkedIn.com
(Build sharing into the
experience to Amplify
traffic & engagement)
Newsfeed
updates
linking back
to site/app
Amplified
traffic back
to site/app

7.
Combine with other data …
7
LinkedIn data
Hilton DoubleTree data
Google Maps data
A site or app that
meets your objectives
(In this case, a site that enables event
managers to find suitable Hilton
DoubleTree hotels, then connect and
communicate with hotel reps)
+
+
=

8.
Things you can do …
• Basic Plugins • Full-fledged APIs
− Find Advisors
− Social Content Hub
− Analyse Profiles
− Promote Events
− Many more …
8
Complete plugin list at
http://developer.linkedin.com/plugins

9.
Find Advisors …
9

10.
Objective
How does it work?
See next slide …
Tap LinkedIn connections to
make advisor referrals
Find an Advisor
www.ameripriseadvisors.com
Solution
Enable prospective clients to
tap their LinkedIn network to
find an Ameriprise financial
advisor
US

11.
User journey …
11
Click on
Ad, InMail, Newsfeed
Link, etc.
1
Landing page with clear
benefit and Sign In button Allow brand to access
LinkedIn profile info
Connection request or
message to advisor
List of advisors connected
to someone you know
View advisor profile. Connect or
communicate with advisor.
2
3
5
46

12.
Social Content Hub …
12

13.
Objectives
How does it work?
See next slide …
Demonstrate thought leadership
in the energy space
Energy Realities
www.energyrealities.org
Solution
• Reach the right audience with
relevant content, enable users
to engage with content, and
amplify content across LinkedIn
and other social channels
• Content includes insights from
LinkedIn.com (e.g. from Statoil’s
Group and users’ profiles), The
Economist, National
Geographic, etc.
UK

14.
User Journey …
14
Click on
Ad, InMail, Newsfeed
Link, etc.
1
Allow brand to access
LinkedIn profile info
Newsfeed update to 1st connections
(with link back to site) Comments appear underneath
content and also on LinkedIn.com
Landing page with relevant content
headlines (can be personalised)
2
4
3
View content and also engage
with it via likes, shares, comments
5
Group post (with link back to site)
6

15.
Analyse Profiles …
15

16.
Objectives
Solution
Analyse user’s profile,
compare with LinkedIn
benchmarks, and offer ways
for the user to get closer to
those benchmarks
Generate brand awareness
Career Map
How does it work?
See next slide …
Global

17.
User journey …
17
Click on
Ad, InMail, Newsfeed
Link, etc.
1
Landing page with clear
benefit and Sign In button Allow brand to access
LinkedIn profile info
Newsfeed update to all 1st
connections (with link back
to microsite)
Personalised analytics
dashboard and info on what
leaders are doing
Comparison with
industry, function, seniority
benchmarks
6
2 3
4
5

18.
Promote Events …
18

19.
Objective
Attendee Journey
See next slide …
Help attendees to better
engage with an event
before, during, and after.
Generate leads.
Dell Innovation Live Event
www.dellinnovation.com
Solution
Attract the right
members, make it easy for
them to register, and
enable them to engage
with and share the event
FR

20.
Attendee journey …
20
Click on
Ad, InMail, Newsfeed
Link, etc.
1
Landing page with event
list, speaker info, Sign In button, and
opt-in to be shown on attendee list
Allow brand to access
LinkedIn profile info
Registration form pre-
populated with LinkedIn info
Add to calendar, invite
connections, share
event, comment during event
3
2
5
4
6
Newsfeed update to all 1st
connections (with link back
to microsite)

21.
And to conclude …
21

22.
Measure performance …
22
• KPIs are tracked and reported via real-time online dashboard
• KPIs may include visitors, views, likes, shares, comments, sign ups, leads, etc.

23.
Next steps …
 For commercial usage, 2 options:
1. Get an exception for your creative agency
2. Engage one of our Certified Partners (CDP)
 Both options come with:
– Legal clearance
– Higher call limits
– Direct support from LinkedIn
 For more info, please reach out to:
23
1
2
Ravi Ayyala Adit GuptaJames McErleanJennifer Grazel

24.
Interactive Workshop …
24

25.
Group Activity
 Objective
– Help attendees get a feel of how to leverage
LinkedIn data to meet an objective
 How does it work?
– Divide into teams of 5
– Each team will:
 Be assigned a case study with ... target
audience, marketing objective, KPIs
 Be given a whiteboard and some some props (e.g. Sign
In stick-ons, status update stick-ons, arrow stick-ons, blank
stick-ons)
 Create a 5-7 step user journey to meet the objective
– For each objective, winners will be judged and get
to present their solution to everyone