![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. 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.](https://image.slidesharecdn.com/linkedin-theknowledgeplatform-contentoverview-130627004600-phpapp01/85/LinkedIn-The-Knowledge-platform-30-320.jpg)
![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. 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.](https://image.slidesharecdn.com/linkedin-theknowledgeplatform-contentoverview-130627004600-phpapp01/75/LinkedIn-The-Knowledge-platform-30-2048.jpg)
Uploaded byGary Fearnall
LinkedIn The "Knowledge" platform
The document provides an overview of LinkedIn's content dynamics and its mission to connect professionals for increased productivity. It highlights significant growth in user engagement and the effectiveness of LinkedIn's publishing platforms, including LinkedIn Today, Pulse, and SlideShare, for distributing professional content and insights. Brands are encouraged to leverage LinkedIn's vast audience for targeted content delivery and enhanced traffic to their sites.
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LinkedIn The "Knowledge" platform
- 1. The “Knowledge” Platform Anoverview of the content dynamic on LinkedIn LinkedIn Today, Pulse, SlideShare Gary Fearnall Director, Global Marketing Solutions – LinkedIn Canada June 25, 2013
- 2. SALES EFFECTIVENESS (SEFF) LinkedIn’sMission: Connect the world’s professionals to make them more productive and successful 2
- 3. SALES EFFECTIVENESS (SEFF) 1of every 3 professionals on the planet is LinkedIn 3
- 4. SALES EFFECTIVENESS (SEFF) Ourvalue propositions resonate with members 4 Identity Insights Everywhere
- 5. SALES EFFECTIVENESS (SEFF) 57% growth inpage views y/y 200,000+ professionals join daily 5 32% growth in monthly users y/y 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 1 4 7 16 31 53 87 144 200MM+
- 6. ** *19 170M+ Unique monthly visitors Languages 11.1B Pageviews per month 200 Countries Use LinkedIn 6X 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 audience We’ve got the world’s largest network of high-quality, engaged professionals who crave content and insights 225+ MILLION REGISTERED MEMBERS Sources: 1. LinkedIn Internal study – Audience 360; 2. LinkedIn internal data, September 2012
- 7. SALES EFFECTIVENESS (SEFF) Content isour core 7 6XMore engagement with content vs jobs BRANDS 2.7MM Company Pages Company Updates SlideShare Groups THOUGHT LEADERS 200+ Influencers NEWS 1.3MM Publishers LinkedIn Today PEERS 1.5MM Groups Connections
- 8. SALES EFFECTIVENESS (SEFF) Thedefinitive professional publishing platform 8 Rich data drives content relevance 1.3 million+ publishers send diverse content to LinkedIn Members share compelling content through the network Individually relevant content from brands and publishers
- 9. SALES EFFECTIVENESS (SEFF) 200million minds. One aspirational mindset. 9 1 – The Mindset Divide research study, TNS, September 2012 Top 3 types of content expected1 Spend Time Personal Networks Info on friends Info on personal interests Entertainment updates Invest Time Professional Networks Career info Updates on brands Current affairs 1 2 3
- 10. SALES EFFECTIVENESS (SEFF) Brandsbuild relationships with the world’s professionals by using accurate targeting to deliver relevant content 10 Target Publish Extend Target with accuracy to reach a high quality audience Publish relevant content in a professional context Extend through social sharing and extend quality traffic and data to your sites
- 11. LinkedIn Content Properties LinkedInToday 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 1 2 3
- 12. Agenda for Today I.Overview of LinkedIn company and audience II. Overview of LinkedIn content products III. LinkedIn Today / Channels IV. Pulse V. SlideShare VI. Resources
- 13. 13 Identity & Network Leveragesignals from members’ identity, behavior and network to personalize discovery + Content Procure professional content from the most relevant sources globally Insights Deliver the right content at the right time to the right professionals Everywhere Across every device and platform that our members use Vision: The Definitive Professional Publishing Platform Professionals contribute to the body of business knowledge via publishing, commenting, curating and sharing
- 14. We want tobe the definitive professional publishing platform where professionals can: Updates, comments, presentations Influencers, Groups, news, Company Pages Share, like, comment
- 15. How Content Appearson 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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- 17. Value Proposition toBrands and 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
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- 19. The refreshed LinkedInToday with Channels makes it easier for members to Discover and Share professional news and insights. Launched May 2013
- 20. Channels on LinkedInToday • 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
- 21. LinkedIn Share Tools- InShare plugin and Share API http://linkedin.com/publishers 1 2
- 22. Select publishers usingLinkedIn Share
- 23. 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
- 24. Sharing interface –mobile web (via InShare plugin)
- 25. Sharing interface –mobile apps (via Share API) 25 Associated Press iPhone app TechCrunch iPad app
- 26. 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/COO, Business Insider Example: LinkedIn Share on Business Insider http://www.digiday.com/publishers/busines s-insiders-linkedin-strategy/
- 27. 0 100000 200000 300000 400000 500000 600000 700000 800000 900000 Case Study: LinkedInShare 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 LinkedIn to Business Insider
- 28. LinkedIn is drivingtraffic 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.”
- 29. LinkedIn is drivingtraffic 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
- 30. LinkedIn Share driveshigh 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. 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.
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- 32. Worlds largest professionalnetwork on the internet Leading news reader and mobile content distribution platform Helping you discover and share professional knowledge from anywhere, on any device
- 33. Elevating daily mediaconsumption to foster informed discussion
- 34. • Join over750 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
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- 40. Leverage the powerof two unique platforms Discover 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
- 41. Countries Resources Share button codefor 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 publisher@linkedin.com or if you would like more information about our API / plugin toolkit Additional questions? E-mail content@pulse.me if you do not find the information you need in this document Additional questions? E-mail editor@slideshare.com if you do not find the information you need in this document Publisher submission FAQ http://blog.pulse.me/pubfaqSubmit your site to Pulse here SlideShare 101 http://www.slideshare.net/about
- 42. Sponsored Updates deliverrich content across all devices via the LinkedIn feed 42
- 43. And drive greaterengagement than Display alone Generates results 0.50% average engagement rates 18% higher lift in purchase intent than display1 Drives conversations Better storytelling through content Dialogue not monologue Reaches across all devices Seamlessly reach your audience across desktop, phone, and tablet Maximize word-of-mouth with social sharing 1 IPG Media Lab and Sharethrough Native Advertising Effectiveness Study 43
- 44. Storytelling and Thought Leadership LinkedInConfidential ©2013 All Rights Reserved 44
- 45. SlideShare Channel Bring yourstory to life and deliver it to your target audience at scale Influencer Posts Sponsored Updates 45
- 46. Infuse personality &thought leadership into your content marketing with LinkedIn Influencers 46
- 47. Add visual impactand wide distribution with SlideShare Channels Create an immersive visual experience showcasing video and presentations Collect leads with embedded lead form in your content Distribute to all major social networks SlideShare’s price-to-lead ratio can be exceptional. Slideshare has become a major source of business leads and traffic to our own online properties. Todd Wheatland VP Marketing, Kelly Services 47
- 48.