Ankita Khandelwal proposes an "Events" feature for LinkedIn Elevate to help professionals connect, share content, and build their networks and companies. The feature would allow users to find and manage relevant events, easily share events with connections, and provide analytics on event promotion and audiences. A prototype dashboard and interface would integrate events into Elevate. Success would be measured by increased engagement on the platform through events and related content as well as retention of users and companies using Elevate over time. A marketing plan would promote the new feature starting with a limited beta launch and expanding availability over time.

1. Presented By: Ankita Khandelwal
Events for LinkedIn Elevate

3. Connect the world’s professionals to
make them more productive and
successful
Mission
Create economic opportunity for every
member for the global workforce
Vision

5. Elevate helps companies empower their
employees to become social professionals
because

6. Elevate facilitates
Sharing content
Building company brand with social media
Building employee network

7. Users

11. Proposal

12. Find relevant events
● Have a curated list of events tailored to your interests
● Manage and track your events
Events for LinkedIn Elevate
Easy sharing and connecting
● Share an interesting event with your team and friends
● Connect with other attendees sharing similar interests
Analytical insights
● Promote your event and find new audience
● Know and engage with your audience
Employees
Organizers

13. Prototype (web)

14. Elevate dashboard featuring the
changes to include Events

15. Share dialog for Events
through Share Event link

16. Events page (from Events icon)
on Elevate dashboard

17. Create event dialog
from Events page

18. Addition of My Events tab on Me
page

19. Scheduled posts and events

20. Broadcast events dialog - similar to
Posts broadcast dialog

21. Analytics tab in Analytics page

22. Broadcasts tab in Analytics page

23. Reports tab in Analytics page -
similar UI as now

24. Success Metrics

25. Engagement
Feature Engagement
• # new events added / month
• # visits to Events page / user / month
• # shared event analytics views (on Elevate dashboard) / user / month
• # Top Events views / user / month
• # visits to My Events tab within Me page / user / month
• # visits to Event Analytics within Analytics page / user or curator / month
• Engagement with events / user / month
– Engagement = # of shares, RSVPs, likes, comments
– depends on # events / month for a company

26. Engagement
Elevate Engagement
• # of new topics added / user / month through Events workflow
– Eg: adding new topics while creating an event
• # topic subscriptions through events workflow / user / month
– Eg: subscribing for topics from an event post
• Increase in Monthly Active User for Elevate after Events feature integration
• Increase in engagement / user / month for all posts (including posts for events)
• Increase in # minutes / user / month on Elevate after Events feature integration

27. Engagement
Engagement for Elevate + SlideShare Users
• # of slideshare visits through Events workflow / user / month
– Eg: uploading SlideShare files in an event
• # of slideshare files/content uploaded through Events workflow / month
– Eg: uploading new files to SlideShare while creating an event
LinkedIn Engagement
• Increase in profile views through Elevate workflow / month
– Eg: Clicking a person from list of people attending an event
• # new connections through Events workflow / month

28. Retention
Feature Retention
• Cohort analysis of Feature Engagement Metrics over 6 months to calculate churn rate
– Eg: [# of new events created per month ( in June-2016)] / [ [# of new events created per month
( in Jan-2016)]
Impact of Events feature addition on overall Elevate Retention
• Customer retention
– Cohort analysis of following Elevate metrics over 6 months - with and without Events feature
• Monthly Active Users
• Engagement / user / month
– Engagement = shares, comments, likes, posts

29. Marketing Plan

30. • Key Message
– Don’t miss out on interesting events and opportunities around you !
• Product
– Events feature for Elevate
• Place
– LinkedIn Elevate (web)
• Promotion
– Blog posts on LinkedIn
– Demo videos on YouTube

31. Launch Strategy
(Pre-launch, launch, Post-launch)

32. Pre-Launch
• Initial Beta release within LinkedIn
– Gather feedback
– Improve product
• Create buzz
– Circulate events related content to attract attention to company events
• Create training blogs/videos for anticipated workflows as a guide
• Create pre-populated content initially for easy on-boarding
– Curated topics related to current inventory of events that people can
follow, receive event updates

33. Launch
(Limited launch to target companies)
• Characteristics of target companies:
– Existing inventory of events available
– Firms with >20 events/year avg - quicker feedback with frequent
metric analysis
• Give in-app notification for new feature
• Share articles related to the events, positive Beta results/success stories of
feature for better user engagement
• Ensure a proper feedback mechanism is in place to measure success
metrics

34. Post-Launch
• Post-Launch
– Gather feedback
• Qualitative - comments/complaints about the feature
• Quantitative - metric analysis at different points in the workflow
– Partner with more customer companies for events inventory and
launch feature in these companies
– Eventually release feature on all platforms - web and mobile
– Provide tech support for issues

35. Thank you !