API Possibilities Workshop

Adit GuptaAPI Solutions Consultant

LinkedIn

Ravi AyyalaCreative Solutions Lead

LinkedIn

2

Agenda …

APIsLinkedIn APIs

LinkedIn Data

Examples Make it Relevant & SocialCombining with

Other Data

12

3

4

5

6

3

APIs … what are they?

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?

LinkedIn Data

LinkedIn APIs

Mobile Sites & Apps

Desktop Sites & AppsProfile

Newsfeed

Company

Groups

5

Available LinkedIn data …

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 …

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 …

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 …

Complete plugin list at http://developer.linkedin.com/plugins

Find Advisors …

9

Objective

How does it work?See next slide …

Tap LinkedIn connections to make advisor referrals

Find an Advisorwww.ameripriseadvisors.com

SolutionEnable prospective clients to tap their LinkedIn network to find an Ameriprise financial advisor

US

11

User journey …

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.

23

5

46

Social Content Hub …

12

Objectives

How does it work?See next slide …

Demonstrate thought leadership in the energy space

Energy Realitieswww.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 …

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,

comments5

Group post (with link back to site)

6

Analyse Profiles …

15

Objectives

SolutionAnalyse 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 …

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 doingComparison with industry,

function, seniority benchmarks

6

2 3

45

Promote Events …

18

Objective

Attendee JourneySee next slide …

Help attendees to better engage with an event before, during, and after. Generate leads.

Dell Innovation Live Eventwww.dellinnovation.com

SolutionAttract the right members, make it easy for them to register, and enable them to engage with and share the event

FR

20

Attendee journey …

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

32

5

46

Newsfeed update to all 1st connections (with link back

to microsite)

And to conclude …

21

22

Measure performance …

• 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 agency2. 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:

1

2

Ravi Ayyala Adit GuptaJames McErleanJennifer Grazel

Interactive Workshop …

24

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