The document provides information to publishers about leveraging LinkedIn's audience and platforms to distribute their content. It outlines that LinkedIn has over 277 million registered members who are more likely to trust and discover professional content on LinkedIn than other sites. It then describes how publishers can distribute their content across LinkedIn through submitting their RSS feeds to be included in the Pulse catalog and Network Update Stream, implementing the InShare plugin to share articles, and using Company Pages to share with followers. Metrics are presented showing how these platforms can increase publishers' distribution, referral traffic, exposure and awareness of their brand to LinkedIn's large professional audience.

1. Publisher Toolkit
Pulse, InShare, Company Pages
Winter 2014

2. “For the world’s largest professional network,
content is king.”
- AllThingsD
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3. Connect your content to our audience
We’ve got the world’s largest network of high-quality, engaged professionals who crave
news and insights
277+ MILLION
Our members:
REGISTERED MEMBERS
Follow companies
and publishers for
professional
insights
Are 2X more likely to
trust information from
LinkedIn than from
competitors (1)
Use LinkedIn 5X more to
discover professional
content and insights than
use our job properties (2)
Sources: 1. LinkedIn Internal study – Audience 360; 2. LinkedIn internal data, September 2012
10.6B
Page views per quarter
187M+
Unique monthly visitors
19
**
Languages
*
200
Countries
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4. How Content Appears on LinkedIn
Homepage
Pulse
Across all
devices and platforms
Desktop
Network Update Stream
Company Pages
LinkedIn for iPhone
Groups
LinkedIn for iPad
Top Headline Emails
Pulse
(Android & iOS)
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5. How Publishers Can Leverage LinkedIn
Give Us Your RSS Feeds
Appear in Pulse catalogue
of news sources
Add The InShare Plugin
Content appears in the
Network Update Stream
Use Your Company Page
Distribute content to
your followers
The Value We Create for Publishers
•
•
•
•
Increased content distribution.
Referral traffic.
Exposure and brand awareness amongst LinkedIn‟s high quality audience.
Access to unique data and insight via plugins and APIs.
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6. How To Get Listed in Pulse
• Pulse offers easy access to the best
sources of professional news and
insight across LinkedIn platform.
• Submit a link to your RSS feed with
headlines, full article text and
images to publisher@linkedin.com.
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7. How To Implement the InShare Plugin
Add plugin across your
desktop and mobile site
Readers share content
with their network
Articles appear in the
Network Update Stream,
factor in algorithms and
appear elsewhere on site
To add InShare, check out the plugin generator on our developer site.
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8. How to Leverage Company Pages
• Use Status Updates to
share the best
professional content with
your followers.
• Measure how effectively
you're reaching your
audience with our
analytics tools.
• Publish updates
manually or through
social tools like
Hootsuite and Spredfast.
• Visit the Company
Pages info site to learn
more.
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9. Publisher RSS Integration Across Pulse and LinkedIn
Network Update Stream
Pulse
Company Page
• Select publishing partners can incorporate
their RSS feed from Pulse into their
Company Page.
• Content appears across the Pulse
catalogue, Company Page and Network
Update Stream.
• To submit your feed for consideration, email
publisher@linkedin.com.
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10. Appendix
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11. Example: InShare Plugin on Quartz
“
As we’ve built Quartz over the last 14
months, LinkedIn has been an
important partner.
Compared to other traffic sources,
visitors referred from LinkedIn read
more articles per visit to our site
and have a higher frequency of
returning.
”
Kevin Delaney
Editor-in-chief and co-founder, Quartz (the global
business news site of Atlantic Media)
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12. Example: InShare Plugin on Business Insider
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 and COO, Business Insider
http://www.digiday.com/publishers/businessinsiders-linkedin-strategy/
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13. Sharing interface – mobile web (via InShare plugin)
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14. Select publishers using LinkedIn Share
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15. LinkedIn is driving traffic and engagement for publishers
•
•
•
•
•
•
•
“LinkedIn, man. Big wet smack to you. You are a traffic driver par
excellence.” –Bruce Ubin, Managing Director, Forbes
“The trend you‟re honing in on … 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.” –Andrew Lipsman, VP Industry Analytics,
comscore.
“LinkedIn users have very high page views per visit compared to our
other distribution partners.” –Mike Rodov, Director of BD, Seeking Alpha
“Yes, LinkedIn, the professional social network … is now by far our
second biggest referrer of social traffic.” –MG Siegler, TechCrunch
“CNET has seen extraordinary increases in LinkedIn traffic – up to a
tenfold increase! And these users visit our site more frequently than our
site average.” –Mark Kaufman, Former AVP Audience Dev., CNET
“LinkedIn‟s Company Pages have allowed Mashable to extend our voice to
a highly engaged audience to host conversations we may not be having
on site.” –Ryan Lytle, Social Projects Manager, Mashable
“Traffic from LinkedIn to BBC News jumped tenfold in six months.” –Sarah
Marshall, journalism.co.uk
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16. LinkedIn Share drives high click-backs 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
 Roughly speaking LinkedIn shares generate 4 – 5 x more traffic to my
Inc.com articles than tweets, Facebook likes and Google +1s combined.
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17. Thank you!
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