API Possibilities Workshop
Adit GuptaAPI Solutions Consultant
Ravi AyyalaCreative Solutions Lead
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Agenda …
APIsLinkedIn APIs
LinkedIn Data
Examples Make it Relevant & SocialCombining with
Other Data
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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 …
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LinkedIn APIs … why use them?
LinkedIn Data
LinkedIn APIs
Mobile Sites & Apps
Desktop Sites & AppsProfile
Newsfeed
Company
Groups
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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
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• Group Name• Discussions• Authors• Likes• Shares• Follows• Comments
…
Complete list at http://developer.linkedin.com/documents/profile-fields
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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
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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)
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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 …
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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
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User journey …
Click on Ad, InMail, Newsfeed Link, etc.
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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.
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Social Content Hub …
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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
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User Journey …
Click on Ad, InMail, Newsfeed Link, etc.
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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)
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View content and also engage with it via likes, shares,
comments5
Group post (with link back to site)
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Analyse Profiles …
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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
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User journey …
Click on Ad, InMail, Newsfeed Link, etc.
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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
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Promote Events …
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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
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Attendee journey …
Click on Ad, InMail, Newsfeed Link, etc.
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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
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Newsfeed update to all 1st connections (with link back
to microsite)
And to conclude …
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Measure performance …
• KPIs are tracked and reported via real-time online dashboard
• KPIs may include visitors, views, likes, shares, comments, sign ups, leads, etc.
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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:
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Ravi Ayyala Adit GuptaJames McErleanJennifer Grazel
Interactive Workshop …
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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