The document provides an overview of how LinkedIn can help publishers by driving traffic, reaching influential audiences, creating more relevant experiences for readers, and improving new reader acquisition. It highlights several LinkedIn tools publishers can use, including the LinkedIn Share button, Member Profile plugin, Company Insider plugin, Groups API, and Sign in with LinkedIn. These tools allow publishers to incorporate social sharing, member demographic data, company information, and professional identity into their content experiences.
Scaling API-first – The story of a global engineering organization
Social Marketing with LinkedIn's Audience Reach
1. Social Marketing with
LinkedIn's Audience
Kirsten Jones 1st
Developer Advocate at LinkedIn
San Francisco Bay Area | Internet
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1
Thursday, December 8, 11
3. 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
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4. Successful platforms provide value to everyone
Two out of three is insufficient
Developers
Platform
Business Flywheel Customers
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5. How LinkedIn can help publishers
As a publisher, my goals are to …
Reach an Create a more Bring
Improve new
Drive traffic to influential relevant professional
reader
my site audience with experience for discussions to
acquisition
my content my readers my site
LinkedIn Share
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7. Readers share your content via the LinkedIn
Share button
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8. Readers share your content via the LinkedIn
Share button
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9. Readers share your content via the LinkedIn
Share button
Articles can be shared
as updates …
… Or shared with
groups …
… Or shared directly
with connections
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10. How sharing appears on LinkedIn Today
LinkedIn Today
shows the most
shared news on
LinkedIn
Most shared
publishers are
displayed as Top
Sources
Articles are
organized by Members can
publisher and follow individual
industry publishers and
industries
LinkedIn Today
provides info on
who is sharing
what
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11. Your content reaches many areas of the LinkedIn
ecosystem
LinkedIn Homepage Connections
Top Headline Emails
LinkedIn Today
Mobile
Groups
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12. 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
Referral Visits from LinkedIn to Business Insider
900000
800000
700000 Since Jan 2011, referral
traffic from LinkedIn is
600000 up over 50x
500000
400000
300000
200000
100000
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13. LinkedIn is driving traffic and engagement for
publishers across the web
“Yes, LinkedIn, the professional
“LinkedIn users have very high “Traffic from LinkedIn to BBC
social network which just went
pageviews per visit compared to News jumps tenfold in six
public is now by far our second
our other distribution partners” months.”
biggest referrer of social traffic.”
Mike Rodov, MG Siegler Sarah Marshall
Director of Business Development TechCrunch June 30, 2011 Journalism.co.uk July 15, 2011
Seeking Alpha
“Since the launch of LinkedIn “CNET
has
seen
extraordinary
increases
@LinkedIn is on fire as a traffic
Today, Mashable has seen in
LinkedIn
traffic
in
recent
months
-‐-‐
up
referrer – since we added in buttons
growth in both visitors and to
a
tenfold
increase!
And
these
users
on @wired referrals have grown
engagement from the LinkedIn visit
our
site
more
frequently
than
our
20X, now bigger than @twitter
community." site
average."
Meghan Peters, Evan Hansen, Mark Kaufman,
Community Manager Editor in Chief AVP Audience Development
Mashable Wired Magazine CNET
Posting FamiliesGo! updates to LinkedIn was an afterthought because of the
Eileen Gunn site’s career and business focus. But it routinely sends more visitors than
Founder Twitter. Moreover, those visitors spend an average of four and half minutes on
FamiliesGo! the site, look at nearly four pages, and have a bounce rate of 40%. All these
metrics outpace the same ones for both Facebook and Twitter, and point to
engaged users.
Thursday, December 8, 11
15. How LinkedIn can help publishers
As a publisher, my goals are to …
Reach an Create a more Bring
Improve new
Drive traffic to influential relevant professional
reader
my site audience with experience for discussions to
acquisition
my content my readers my site
LinkedIn
member
demographics
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16. The most affluent professionals anywhere
Half of LinkedIn members are executives or business owners
Nearly half have household incomes over 100k
Level in company Household Income
Under $25,000
23%
Student 24% $25,000 - $45,999
Individual contributor
Manager $46,000 - $65,999
Director, VP, CXO
Self employed /owner $66,000 - $85,999
$86,000 - $104,999
$105,000 - $150,999
$151,000 - $200,00
27%
24% More than $200,000
0% 8% 15% 23% 30%
Q: Which best describes your job title?
Q: What was your HH income in 2010?
Base: All respondents
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17. With authority over a wide range of decisions
“
Decision making authority
What products to use What they’re saying
What vendors to use
LinkedIn has given me tons of
What candidates to hire
user opinions of software
”
products and lots of feedback
from other members that
What companies to partner with have quickly resolved
problems in my environment.
Allocating funds or managing budgets
Products
researched
VP. Engineering
I am responsible for all business decisions
I do not influence decisions for my company 51%
0% 13% 25% 38% 50%
Q: Which of the following business decisions are you responsible for or influence at your company? Base:
All respondents
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18. Professionals trust information on LinkedIn
§ Information on LinkedIn is trusted on par with professionally produced content
from WSJ.com and NYTimes.com
“
Level of confidence w/ information on site
100%
What they’re saying
87%
84%
76% I trust LinkedIn for
73% professional up to date
75%
information on my
specific industry. WSJ &
NYT are my go to news/
50% business sources. I don’t
”
35% 35% trust the professional
content on Twitter or
25%
25% Products
Facebook at all, they are
researched
gossip sites.
SVP Finance
0%
51%
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On a scale of 1 to 5 how would you rate your level of confidence with the professional
information received from the following sites? (those rating 4 or 5)
Base: All respondents
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19. How LinkedIn can help publishers
As a publisher, my goals are to …
Reach an Create a more Bring
Improve new
Drive traffic to influential relevant professional
reader
my site audience with experience for discussions to
acquisition
my content my readers my site
Member Profile
Company
Insider
Company
Profile
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23. Member Profile Plugin on AOL
Make your
Content
Relevant
Profile information for
the highlighted
member
Personalized
information on how
reader is connected
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29. Company Profile Plugin
“Integrating LinkedIn plugins has been
the single most effective way to add
valuable information to the AngelPad
Jobs board.”
- Thomas Korte
Founder, AngelPad
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30. Company Profile Plugin
“Integrating LinkedIn plugins has been
the single most effective way to add
valuable information to the AngelPad
Jobs board.”
- Thomas Korte
Founder, AngelPad
Company summary
1-click follow for readers
to receive future updates
Personalized info on how
reader is connected
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32. How LinkedIn can help publishers
As a publisher, my goals are to …
Reach an Create a more Bring
Improve new
Drive traffic to influential relevant professional
reader
my site audience with experience for discussions to
acquisition
my content my readers my site
Groups API
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34. How LinkedIn can help publishers
As a publisher, my goals are to …
Reach an Create a more Bring
Improve new
Drive traffic to influential relevant professional
reader
my site audience with experience for discussions to
acquisition
my content my readers my site
Sign in with
LinkedIn
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35. Sign in with LinkedIn gives readers a
personalized experience
“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,
Variety
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36. Sign in with LinkedIn gives readers a
personalized experience
“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,
Variety
Once signed in,
readers can see how
they are connected to
conference speakers
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37. Sign In With LinkedIn example - AOL
Sign in and
comment on
an article with
your LinkedIn
identity
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38. How LinkedIn can help publishers
As a publisher, my goals are to …
Reach an Create a more Bring
Improve new
Drive traffic to influential relevant professional
reader
my site audience with experience for discussions to
acquisition
my content my readers my site
Member Profile
LinkedIn Company
Sign in with
LinkedIn Share member Profile, Groups API
LinkedIn
demographics Company
Insider
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39. Additional resources
• Tools for publishers: www.linkedin.com/publishers
• Tools for developers: developer.linkedin.com
• Contact publisher@linkedin.com for more details about
the LinkedIn platform
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