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Information, Attention, and Trust: A Hierarchy of Needs

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Presented by Daniel Tunkelang, LinkedIn Director of Data Science, at Stanford's 2nd annual conference on Computational Social Science (CSS), hosted by Institute for Research in the Social Sciences …

Presented by Daniel Tunkelang, LinkedIn Director of Data Science, at Stanford's 2nd annual conference on Computational Social Science (CSS), hosted by Institute for Research in the Social Sciences (IRiSS).

Details at https://iriss.stanford.edu/css/conference-agenda-2013

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  • 1. IRiSS 2013 Conference on Computational Social ScienceStanford University - January 11, 2013 Daniel Information, Attention, and Trust: A Hierarchy of Needs Daniel Tunkelang Director of Data Science, LinkedIn Recruiting Solutions 1
  • 2. Maslow’s Hierarchy of Needs 2
  • 3. What about our Information Needs? 3
  • 4. A Hierarchy of Needs for the Digital Age Trust Attention Information 4
  • 5. How to Satisfy Our Needs make information accessible allocate attention efficiently establish a network of trust 5
  • 6. How does LinkedIn help? 6
  • 7. make information accessibleallocate attention efficientlyestablish a network of trust 7
  • 8. Information Access: Professional Identity 8
  • 9. Information Access: Findability 9
  • 10. Information Access: Insights Top companies: employees came from:Yahoo! (248). Google (148), Microsoft (110), Oracle (104), IBM (70), … 10
  • 11. Access to Professional Information professional identity of record findable through standardized facets aggregated to derive insights 11
  • 12. make information accessibleallocate attention efficientlyestablish a network of trust 12
  • 13. Allocating Attention: Search Relevance 13
  • 14. Allocating Attention: Industry News 14
  • 15. Allocating Attention: Recommendations Similar Profiles People You May Know 15
  • 16. Allocating Professional Attention personalized contextual relevance aggregate social information as signal identity + activity -> recommendations 16
  • 17. make information accessibleallocate attention efficientlyestablish a network of trust 17
  • 18. Network of Trust: Social ReferralSuggest based on connection strengthand relevance to target user. 2x conversion! [Amin et al, 2012] 18
  • 19. Network of Trust: Social Proof 19
  • 20. Network of Trust: Skill Ranking 20
  • 21. Building a Professional Network of Trustcritical mass of meaningful connectionsuse relationships across entity typesalgorithms + people = success 21
  • 22. Summary make information accessible allocate attention efficiently establish a network of trust 22
  • 23. Some Open Problems 23
  • 24. Thank you! 200M+ 2/sec 63% non U.S. 25th Most visit website worldwide 90 (Comscore 6-12) 55 >2.6M Company pages 85% 32 17 8 2 4 Fortune 100 Companies use LinkedIn to hire2004 2005 2006 2007 2008 2009 2010 2011 LinkedIn Members (Millions) 24