LinkedIn Publisher Toolkit - Summer 2013
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Transcript of LinkedIn Publisher Toolkit - Summer 2013
Publisher OfferingsLinkedIn Today, Pulse, SlideShare
Summer 2013
“Why LinkedIn is a Sleeping Giant of Publishing…”
- Digiday 2/18/13
http://bit.ly/WR7u82
“The trend among social networks to produce original content often ends badly … other big services, from Facebook to YouTube, are going wrong – or, in the case of LinkedIn, going right…”
- paidContent 4/27/13
http://bit.ly/162c3RR
LinkedIn Content Properties
LinkedIn Today with Channels
SlideSharePulse
The news and insights professionals need to
be more informed
Leading news reader and mobile content distribution platform
The world’s largest community for sharing professional content
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Table of Contents
I. Overview of LinkedIn company and audience
II. Overview of LinkedIn content products
III. LinkedIn Today / Channels
IV. Pulse
V. SlideShare
VI. Resources
***19
170M+
Unique monthly visitors
Languages
11.1B
Page views per month
200Countries
Use LinkedIn 5X more to discover professional content and insights than use our job properties (2)
Are 2X more likely to trust information from LinkedIn than from competitors (1)
Follow companies and publishers for professional insights
Our members:
Connect your brand to our audienceWe’ve got the world’s largest network of high-quality, engaged professionals who crave content and insights
225+ MILLIONREGISTERED MEMBERS
Sources: 1. LinkedIn Internal study – Audience 360; 2. LinkedIn internal data, September 2012
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Identity & NetworkLeverage signals from members’ identity, behavior and network to personalize discovery
+ContentProcure professional content from the most relevant sources globally
InsightsDeliver the right content at the right time to the right professionals
EverywhereAcross every device and platform that our members use
Vision: The Definitive Professional Publishing PlatformProfessionals contribute to the body of business knowledge via publishing, commenting, curating and sharing
We want to be the definitive professional publishing platform where professionals can:
Updates, comments, presentations
Influencers, Groups, news, Company Pages
Share, like, comment
How Content Appears on all LinkedIn Properties
Across all devices & platforms…
Homepage News Module Today / Channels Groups
Top Headline Emails
Pulse
Network Update Stream
Profile Pages
Company Pages
SlideShare
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LinkedIn Today with Channels
Value to Publishers
Increased content distribution
Referral traffic
Exposure and brand awareness amongst LinkedIn’s high quality audience
Access to unique data and insights via plugins and APIs
LinkedIn offers content publishing partners a host of benefits
The refreshed LinkedIn Today with Channels makes it easier for members to
Discover and Shareprofessional news and insights.
Launched May 2013
Channels on LinkedIn Today• Broad topic areas cover multiple
industries and professional sectors • Surface LinkedIn Influencer content
and news articles from strategic publishing partners shared via the InShare plugin, as well as SlideShare presentations
• Follow a Channel see updates in the Homepage
• Channels tab on new LinkedIn Today page: http://lnkd.in/channels
LinkedIn Share Tools - InShare plugin and Share API
http://linkedin.com/publishers
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Select publishers using LinkedIn Share
Sharing interface – desktop web (via InShare plugin)
Article can be shared as a
status update
Or shared directly with connections
Or shared with a group
Sharing interface – mobile web (via InShare plugin)
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Sharing interface – mobile apps (via Share API)
Associated Press iPhone app
TechCrunch iPad app
In October 2012, LinkedIn was the #1 high-quality traffic source for Business Insider, with longer visit duration than any other site.
Julie HansenPresident/COO, Business Insider
Example: LinkedIn Share on Business Insider
http://www.digiday.com/publishers/business-insiders-linkedin-strategy/
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Case Study: LinkedIn Share on Business Insider
Since adding the InShare button and the launch of LinkedIn Today, LinkedIn referral traffic to Business Insider is up over 50x
Referral Visits from LinkedInto Business Insider
LinkedIn is driving traffic and engagement for publishers
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.”
LinkedIn is driving traffic and engagement for publishers
In October 2012, LinkedIn was the #1 high-quality traffic source for Business Insider, with longer visit duration than any other source.
Liz Heron
Editor, Emerging Media
Wall Street Journal
“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
“Traffic from LinkedIn to BBC News jumps tenfold in six months.”
Sarah Marshall
Journalism.co.uk
LinkedIn Share drives high click-backs 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
Roughly speaking LinkedIn shares generate 4 – 5 x more traffic to my Inc.com articles than tweets, Facebook likes and Google +1s combined.
ANNOUNCING…
Pulse
Worlds largest professional network on the internet
Leading news reader and mobile content distribution platform
Helping you discover and share professional knowledge from anywhere, on any device
Elevating daily media consumption to foster informed discussion
• Join over 750 of the world’s leading publishers and expand your audience on Pulse. Our content catalog features a diverse range of interest categories, allowing users to easily discover your content and publishers to grow their readership.
• We’re actively looking for partnerships with publishers of all sizes, so submit your site to Pulse now
How Publishers Can Leverage Pulse
A company
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Leverage the power of two unique platformsDiscover people through content and content through people
• Binding LinkedIn and SlideShare accounts unlocks distribution potential
• (1) Alert your LinkedIn network when you upload and share content on SlideShare
• (2) Add SlideShare content to your LinkedIn profile
1
2
Countries
Resources
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
LinkedIn Today / Channels
Pulse
SlideShare
Set up a Company Page to attract and engage followers:http://marketing.linkedin.com/company-pages/
Additional questions? E-mail [email protected] or if you would like more information about our API / plugin toolkit
Additional questions? E-mail [email protected] if you do not find the information you need in this document
Additional questions? E-mail [email protected] if you do not find the information you need in this document
Publisher submission FAQhttp://blog.pulse.me/pubfaqSubmit your site to Pulse here
SlideShare 101 http://www.slideshare.net/about
Thank you!