A faberNovel Study: LinkedIn, the Serious Network.
 

A faberNovel Study: LinkedIn, the Serious Network.

on

  • 194,544 views

225 Million profiles ...

225 Million profiles
2 New users every second
2.1 Million groups
1.9 Million Richard Branson subscribers

10 Years after launching, LinkedIn continues to drive home the necessity of cultivating your online professional network. Offering so much more than just a CV library for recent college grads, LinkedIn's online sourcing and recruitment solutions offer innovative tools to improve personal branding. In short, LinkedIn is disrupting the professional world's hierarchies.

The company is ambitious: following the like of Facebook, Apple, Google and Amazon, LinkedIn intends to build its own platform, which will definitely be business-oriented. Through recruiting, professional publishing and business development tools, LinkedIn is setting up a complete ecosystem of services. Thanks to its “professional graph” and huge amount of data, LinkedIn multiplies value-added services (intranet, productivity tools, professional expertise market places) and becomes a vital B2B tool for a majority of professionals.

faberNovel, the innovation firm behind several successful studies on companies like Facebook, Amazon, Apple and Google, invites you discover what lies behind LinkedIn's mission statement: “Connect the world’s professionals to make them more productive and successful". Its business model, its strategy and how it will achieve it: take a closer look at what the New Economy's digital business tool will be.

In our study, faberNovel addresses how LinkedIn will revolutionize not only the business world, but also how the social network will impact our work life and culture. The study:

- Focuses on the network's size and impact
- Deciphers both its business model and ecosystem
- Identifies its strengths and future challenges
- Forecasts its future evolutions

Whether you are a CEO, HR, CTO, or CMO, we will give you the keys you need to get the most out of LinkedIn.

Statistics

Views

Total Views
194,544
Views on SlideShare
107,872
Embed Views
86,672

Actions

Likes
688
Downloads
3,713
Comments
51

326 Embeds 86,672

http://techcrunch.com 23415
http://tempsreel.nouvelobs.com 13865
http://www.scoop.it 5163
http://www.fabernovel.com 5035
http://www.usine-digitale.fr 4349
http://www.fillthefunnel.com 3420
http://www.google.com 2820
https://twitter.com 1895
http://www.techcrunch.com 1852
http://nowymarketing.pl 1820
http://www.avidcareerist.com 1778
http://which-50.com 1602
http://imonlinkedinnowwhat.com 1197
http://theweeklyroundup.com 803
http://www.marketingprofs.com 743
http://thedailylark.com 701
http://www.blogdumoderateur.com 630
http://www.linkedin.com 508
http://www.taoconsultants.com 477
http://lurnq.com 449
http://gjbramer.com 436
http://www.dn.pt 426
http://emmanuelvivier.com 422
http://www.lattice-engines.com 417
http://www.viuz.com 415
http://c-marketing.eu 409
http://tweets.alexitauzin.com 407
http://www.latinocean.com 395
http://cibertransistor.com 394
http://tomhumbarger.wordpress.com 376
http://www.focusingtools.com 328
http://howtostartasocialnetwork.com 313
http://feeds.feedburner.com 311
http://ticsyformacion.com 308
http://www.sourcecon.com 277
http://blog.workloadinnovation.com 271
http://www.evobilis.hk 268
http://www.petitweb.fr 264
http://digg.com 248
http://cloud.feedly.com 238
http://www.conversity.be 221
http://mediateur-conflits-entreprises.blogspot.fr 221
http://byza.de 218
http://www.pattiwilson.net 217
http://www.conseilsmarketing.com 209
http://www.newsblur.com 202
http://edward-designer.com 202
http://www.andresouza.blog.br 192
http://nichenetworks.howtostartasocialnetwork.com 188
http://www.carrementplus.net 187
More...

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution-NonCommercial-ShareAlike LicenseCC Attribution-NonCommercial-ShareAlike LicenseCC Attribution-NonCommercial-ShareAlike License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

15 of 51 Post a comment

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • Très solide. Merci
    Are you sure you want to
    Your message goes here
    Processing…
  • Hi all, sorry to inform you all that LinkedIn has terminated my account, accounts of all employees of our firm, our group on LinkedIn,all for no reason. This can happen to anyone.

    I have created a page on facebook & a petition on Avaaz, plz visit & like to support this cause- https://www.facebook.com/HarassedByLinkedIn, http://lnkd.in/bePrhwr.

    I have also complained to Ministry of Information & Broadcasting, Govt of India about the highly unethical & unprofessional behavior of LinkedIn.
    Are you sure you want to
    Your message goes here
    Processing…
  • Excellent slideset
    Are you sure you want to
    Your message goes here
    Processing…
  • database project proposal highlight!!
    Are you sure you want to
    Your message goes here
    Processing…
  • http://www.slideshare.net/nidiamalonado/i-phone-5c-deals
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

A faberNovel Study: LinkedIn, the Serious Network. A faberNovel Study: LinkedIn, the Serious Network. Presentation Transcript

  • © faberNovel 2013 ••• 1
  • © faberNovel 2013 ••• 2 A SERIOUS STUDY. This is not another “how-to” study about managing your digital ID, recruiting or growing your professional network on LinkedIn. This is a study explaining why it is no longer just a networking tool, but how it’s becoming a multi-sided business platform that will help you grow your business in the New Economy of Talents. IF YOU ARE A CEO/CFO Why should you get your teams to use LinkedIn? IF YOU WORK IN HR How will the graph let you recruit better, faster, cheaper? IF YOU WORK IN BIZ DEV How the professional graph can generate accurate leads. IF YOU ARE A B2B SOFTWARE PUBLISHER Why you might consider partnering with LinkedIn in the near future. IF YOU WORK IN IT How you can subscribe to Business a as Service rather than buying multiple desktop tools. IF YOU WORK IN PR How the professional graph will help you reach the accurate B2B audience. IF YOU ARE AN ENTREPRENEUR How LinkedIn might help you run your startup leaner.
  • THIS WORK WAS MADE FOR YOU TO SHARE, REUSE, REMIX, REWORK… It is licensed under the Creative Commons BY-NC-SA license to allow for further contributions by experts and users in the coming months. You may not use this work for commercial purposes. You may distribute a modified work under the same or similar license. © faberNovel 2013 ••• 3 You are free to share and remix/adapt the work. You must cite this document: faberNovel, LinkedIn, The Serious Network, June 2013 WHY DO WE RELEASE THIS KIND OF WORK FOR FREE? Our job is to help large organizations think and act like startups. And we believe this cannot be achieved without causing people to want to innovate and explore new business models. Our ambition is to inspire you by giving you the keys to understand new markets like Russia, new business drivers like APIs or successful companies like Apple, Amazon, Facebook… or LinkedIn.
  • © faberNovel 2013 ••• 4 A SHORT WORD FROM STÉPHANE DISTINGUIN. It’s the graph economy, stupid ;) Stéphane Distinguin Founder and CEO at faberNovel At faberNovel, we are passionate about finding out what makes the success and longevity of a tech giant. But what really drives our work everyday is the will to detect and assess how the digital revolution redefines how we communicate, purchase, get informed or even how we work. In that matter, while opening up LinkedIn’s engines and business model, we have found ourselves very much impressed with how LinkedIn has already eased and transfigured professional interactions – be it in regards to finding the right talent for one’s company, generating leads faster and smarter or having people learn from one another’s expertise. We can all agree LinkedIn has developed and delivered a neat, fantastically powerful network of serious people over the past 10 years - giving us all the rare opportunity to be only 2 or 3 degrees away from the big guys in the Valley. Where else than on LinkedIn could you better brag about your uniqueness as a professional? As of today, I know no better marketplace of talents and decision makers. But that’s not it. The same way the unrecognized genius Will Hunting was humbly resolving complex math equations in a corridor at MIT, we believe that somewhere in Mountain View, LinkedIn is gathering huge amounts of valuable business data and is silently drawing what might be the first global economic graph. With such gold in its hands, what role will LinkedIn play for our companies and teams in the new information era? We believe it won’t be one of the networks we choose to use or not. By capturing and dispatching talents and business interactions – if not transactions, LinkedIn is the key, sprawling business tool for the New Economy. And this is very serious stuff.
  • © faberNovel 2013 ••• 5 LINKEDIN ISN’T JUST A SMALL ONLINE RESUME START-UP. LINKEDIN IS STILL SMALL… Net Revenue ($bn) 169 64 53 5,5 1
  • 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 © faberNovel 2013 ••• 6 IT’S THE FASTEST GROWING TALENT NETWORK. Source: “LinkedIn’s Road to IPO” – Mashable.com 2 new members every second Members (in millions)
  • NETWORKING ALL INDUSTRIES AND CONNECTING ALL FUNCTIONS. © faberNovel 2013 ••• 7 0% 5% 10% 15% 20% High Tech Finance Manufacturing Medical Educational Corporate Consumer Goods Recreational Construction Government Source: Amodiovalerio Verde – LinkedIn Demographics and Statistics 2012 0% 2% 4% 6% 8% 10% 12% Entrepreneurship Sales Operations Engineering Information Technology Education Administrative Support Finance Consulting Top 10 industries on LinkedIn Top 10 job functions on LinkedIn
  • © faberNovel 2013 ••• 8 WITH GLOBAL FOOTPRINT. Source: LinkedIn
  • © faberNovel 2013 ••• 9 DID YOU KNOW THAT…? The average age of a LinkedIn user is 41 years old Source: 34 Fun and Interesting LinkedIn Facts You Never Knew, Million Social Help 79% of all users are 35 years old or older About 69% of users make over $60k per year 50% of all users are business decision makers 30% of traffic comes from mobile
  • © faberNovel 2013 ••• 10 We believe that LINKEDIN IS AN UNDERRATED TECH GIANT THAT SITS ON A HUGE OPPORTUNITY.
  • © faberNovel 2013 ••• 11 IN 2003, A BUNCH OF GUYS FROM PAYPAL AND SOCIAL.NET THE FOUNDING FATHERS Reid Hoffman Founder and first CEO of LinkedIn Former founder of SocialNet & COO of PayPal Allen Blue Product J-L Vaillant Engineering Eric Ly IT K. Guericke Marketing
  • © faberNovel 2013 ••• 12 HAD A PRETTY SMART IDEA. Connect the world’s professionals to make them more productive and successful.
  • THEY JUST SAID: “LET’S FOCUS ON PROFESSIONALS, THEY HAVE MORE VALUE”. © faberNovel 2013 ••• 13 VOLUME BUSINESS VS. Small value customers * Large volume = BIG REVENUE VALUE BUSINESS High value customers * Small volume = BIG REVENUE Google, Apple, Facebook and Amazon operate mostly on B2C markets. B2C transactions are usually small. B2C customers thus have a low value when considered individually. LinkedIn is a B2B company whose users are professionals. B2B transactions are usually much larger than their B2C counterparts. B2B customers thus have a high value when considered individually.
  • …FOUND A SECRET INGREDIENT © faberNovel 2013 ••• 14 THEY WERE RIGHT. THE LITTLE GIANT… 0.6 1.6 7 0.3 Average time spent (in hours) per month Source: Mashable.com, Yahoo Finance, TechCrunch.com, eMarketer, faberNovel analysis LinkedIn generates more dollars per hour spent on its site than any of its rivals. $0.7 $16.4 $2.9 $0.6 ARPU* / Average time spent *ARPU= Average Revenue Per User
  • © faberNovel 2013 ••• 15 NOW, LINKEDIN IS 10. Premium Subscriptions and “LinkedIn Jobs” launched Reid Hoffman launches LinkedIn with former colleagues from PayPal and SocialNet First foreign office opens in London Bessemer Ventures invests $12,8m Jeff Weiner becomes CEO First acquisition: mSpoke LinkedIn’s IPO Acquisition of SlideShare 200m members milestone Sequoia invests $4,7m 10 m members milestone THE FOUNDING TEAM Reid Hoffman Founder and first CEO of LinkedIn Former founder of SocialNet & COO of PayPal Allen Blue Product J-L Vaillant Engineering Eric Ly IT K. Guericke Marketing CURRENT MANAGEMENT (KEY PEOPLE) Jeff Weiner CEO of LinkedIn Former VP of Yahoo!’s Network division Nick Besbeas VP Marketing David Henke COO Deep Nishar Products & UX Kevin Scott VP Engineering
  • Nov 2003 A.Round Sept 2004 B.Round Dec 2006 C.Round Jun 2008 D.Round 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 © faberNovel 2013 ••• 16 IT’S WORTH $20BN. Public Company Valuation multiples 17x Revenue 126x EBITDA Source: Venture Source, Mashable.com, LinkedIn Investor Relations, Yahoo Finance May 2011 IPO VALUATION ($m) NET REVENUE ($m) 9x Revenue 38x EBITDA 5x Revenue 15x EBITDA VS.
  • OBVIOUSLY, THEY MIGHT BE DOING SOMETHING RIGHT. © faberNovel 2013 ••• 17 IT IS THE BEST VALUED SOCIAL NETWORK OUT THERE. Enterprise value / number of members (i.e. the valuation of each LinkedIn member) $52 $81 $50 $42 *ARPU: Average Revenue Per User Source: Mashable.com, Yahoo Finance, TechCrunch.com, eMarketer, faberNovel analysis
  • GERMANY & AUSTRIA © faberNovel 2013 ••• 18 IT’S STILL A DISPUTED LEADER IN SOME REGIONS. FRANCE In France, Viadeo is a close second: LinkedIn: 4M unique visitors per month in 2012 Viadeo: 3.7M unique visitors per month in 2012 Xing is still bigger in the DACH region ! Xing: 5.1m members (2011) ! LinkedIn: 2m members (2011) JAPAN CHINA ! Tianji (owned by Viadeo) has 14m members ! LinkedIn has only 3m members in China Source: Médiamétrie, Mixi.com, Xing.com, Crunchbase ! Mixi, the social networking site (also used for business), has 27m members ! LinkedIn has approx. 900k users in Japan
  • © faberNovel 2013 ••• 19 BUT IS GAINING GLOBAL MOMENTUM. Revenue breakdown by region $244m 2010 APAC= Asia Pacific, EMEA= Europe Middle East and Africa Source: LinkedIn Earnings Call Q4 2012 $522m $972m Other Americas APAC EMEA US 2011 2012
  • © faberNovel 2013 ••• 20 YES PEEPS, THERE’S A NEW KID ON THE BLOCK. CONTENT platform COMMERCE platform SOCIAL platform ENTERTAINMENT platform BUSINESS platform Bringing the power of the social network to business
  • ••• LinkedIn is remarkable in continuously delivering value to its members through fast and mastered product development. Above all, LINKEDIN’S “BIG IDEA” WILL ENABLE THEM TO DISRUPT BUSINESS AS USUAL.
  • PART I Connect the world’s professionals to make them more productive and successful. © faberNovel 2013 ••• 22
  • MEMBERS © faberNovel 2013 ••• 23 A multi-sided platform catering to the needs of 4 categories of professionals. MARKETERS RECRUITERS Reach a qualified audience BUSINESS PARTNERS Find the right talent Access to a captive user base Connect with peers & find opportunities
  • STEP #1: BUILDING UP MEMBER BASE With state of the art resume and reputation management. ••• MARKETERS RECRUITERS BUSINESS PARTNERS MEMBERS
  • © faberNovel 2013 ••• 25 “SHINE BRIGHT LIKE A DIAMOND”. Users connect with other people to grow their network Users can update their profile experience regularly Slideshare publications embedded in the profile Profile information Share professional content Resume summary Videos
  • Find similar profiles © faberNovel 2013 ••• 26 AND ADD REPUTATION TO TALENT. Users’ skills can be endorsed by their network Prizes and distinctions received Languages spoken
  • © faberNovel 2013 ••• 27 USERS ARE MONETIZED ON A FREEMIUM BASIS. LinkedIn Premium Job Seekers Basic account is free to use. Paying users have access to: • Full profiles up to 3rd degree connection • Know who viewed your profile • More InMails • Premium Search (more filters: Seniority, Company Size, Interests, Fortune 1000) Job seekers who want to increase their chance of reaching recruiters can choose a paying account: • InMail message to recruiters • Featured applicant in a recruiter’s candidates list • Job Seeker groups and webinars • Who’s viewed your profile
  • LINKEDIN IS THE SERIOUS FACEBOOK FOR PROS: THAT IS WHY IT IS HERE TO STAY. By focusing solely on professional networking, LinkedIn solved the dilemma between private and professional online life and thus built a robust legitimacy in the B2B world. BUT MORE THAN A SOCIAL NETWORK, IT IS A REAL BUSINESS PLATFORM. © faberNovel 2013 ••• 28
  • ••• MARKETERS RECRUITERS BUSINESS PARTNERS MEMBERS STEP #2: ATTRACTING RECRUITERS With access to the largest talent database.
  • WITH TALENT SOLUTIONS, RECRUITERS REACH THE RIGHT PROFILES. © faberNovel 2013 ••• 30 Search for profiles Track applicants on LinkedIn Create search alerts Recommendation algorithms suggest people to hire Product management module Recruiters can post jobs on LinkedIn Source: LinkedIn
  • © faberNovel 2013 ••• 31 TALENT SOLUTIONS ARE MAINLY MONETIZED AS A SAAS. LinkedIn Recruiter Corporate is the SaaS solution for corporate recruiters. It can be accessed for an annual subscription fee. Costs $8,000 per recruiter on average Talent Finder – Freemium For SMBs LinkedIn Recruiter Corporate – SaaS For Corporations Freemium model. Paying subscription gives access to very basic recruiting tools: • Full profiles up to 3rd degree connection • Know who viewed your profile • More InMails • Premium Search
  • ••• MARKETERS RECRUITERS BUSINESS PARTNERS MEMBERS STEP #3: ATTRACTING MARKETERS With access to a highly qualified professional audience.
  • MARKETERS TARGET A PROFESSIONAL AUDIENCE IN REAL TIME. © faberNovel 2013 ••• 33 Create awareness Display ads, polls and social ads, company pages, career pages Generate engagement Social plugins (Follow, Share, Recommend), Sponsored Groups “A core part of our strategy is making our solutions more relevant for both our members and customers by significantly investing in targeting capabilities and analytics.” LinkedIn 10K Measure and analyse LinkedIn Analytics and Research (insights on campaigns and audiences)
  • MARKETING SOLUTIONS ARE PRICED ON A COST-PER-ADVERTISEMENT BASIS. © faberNovel 2013 ••• 34 Most “Marketing Solutions” products are sold on a cost-per-advertisement basis (no subscription) Special ads are priced on demand (poll ads, sponsored posts, sponsored whitepapers, etc.)
  • ••• MARKETERS RECRUITERS BUSINESS PARTNERS MEMBERS STEP #4: ATTRACTING BUSINESS PARTNERS With APIs giving access to products and users.
  • BUSINESS PARTNERS LEVERAGE LINKEDIN’S APIs TO BUILD NEW SERVICES. An API is like a toolbox containing data and functionalities, that a developer can integrate with other apps and websites to build new services. Example: applying with LinkedIn 1 2 3 © faberNovel 2013 ••• 36 A candidate applies for a position on the company’s page with his information on LinkedIn The candidate’s LinkedIn profile is sent to the recruiter The company’s job page is connected to LinkedIn via an API
  • The Open API grants access to basic functionalities The Partner APIs give access to a much higher © faberNovel 2013 ••• 37 TWO LEVELS OF INTEGRATION. Open Private (Partner Program) Social plugins Company and member profile level of functionality, but developers first have to go through the LinkedIn approval process. Job posting API API that lets recruiters post jobs on LinkedIn from third-party applications. Ads API Enables marketers to manage their LinkedIn Ad campaigns from third party platforms or agencies Social Media Management API Allows companies to manage their Social Marketing campaigns on LinkedIn through third-party solutions (e.g. Hootsuite, Spredfast…) Application Tracking System API Allow ATS partners to use Apply with LinkedIn, and match a position within the ATS to a LinkedIn member profile …
  • ENHANCING LINKEDIN’S ABILITY TO DELIVER THE BEST VALUE TO ITS MEMBERS. © faberNovel 2013 ••• 38 Extended Reach By opening up its functionalities, LinkedIn aims to be present outside of its own platform, thus extending its reach far beyond its own walls. Innovation Encouraged 75,000 developers are using LinkedIn APIs. They are a great way for LinkedIn to leverage the creativity of others and spot new ideas/concepts that might serve LinkedIn’s goals. Enriched Professional Graph By involving itself in B2B interactions thanks to its APIs, LinkedIn knows more and more about its members. This data fuels its Professional Graph, which can be leveraged for marketing purposes and value-added services. Controlled Experience Applications that fail to meet the Terms Of Service are cut off from their access to the APIs. LinkedIn keeps very tight control on what can and cannot be done, to ensure LinkedIn’s members’ interests are served first.
  • CASE STUDY #1: APPLYING FOR A JOB AT COCA-COLA WITH LINKEDIN © faberNovel 2013 ••• 39 People applying for a position at Coca-Cola can do it directly via their LinkedIn profile. It allows candidates to apply faster, and recruiters to easily get more information about a candidate by tapping into their Professional Graph. Source: Developers.Linkedin.com
  • CASE STUDY #2: DEEP INTEGRATION OF LINKEDIN WITHIN BUSINESS INSIDER © faberNovel 2013 ••• 40 Sign in with LinkedIn Share an article on LinkedIn Trending LinkedIn topics Source: Developers.Linkedin.com
  • PART II Connect the world’s professionals to make them more productive and successful. © faberNovel 2013 ••• 41
  • © faberNovel 2013 ••• 42 LinkedIn’s Business as a Service is driven by 3 engines. RECRUITMENT ENGINE BIZ DEV ENGINE CONTENT ENGINE
  • RECRUITMENT IS AN ART, BIG DATA MAKES IT A SCIENCE. ••• RECRUITMENT ENGINE BIZ DEV ENGINE CONTENT ENGINE
  • RECRUITMENT PLAN RECRUITMENT PLAN © faberNovel 2013 ••• 44 THE TALENT FINDER OF THE DIGITAL AGE. RECRUITER’S NEED ADVERTISING SEARCH EMPLOYER BRAND POOL OF CANDIDATES CV SELECTION & PROFILE MANAGEMENT SHORTLISTED CANDIDATES Job boards Print ads Campus Contacts Referrals Agents Database LINKEDIN PLATFORM SHORTLISTED CANDIDATES VS.
  • © faberNovel 2013 ••• 45 THE BIGGEST RESUME DATABASE IN THE WORLD. 225 Million profiles WITH 225 MILLION MEMBERS REGULARLY UPDATING THEIR PROFESSIONAL PROFILE, LINKEDIN IS THE GO-TO PLACE FOR RECRUITERS.
  • © faberNovel 2013 ••• 46 EASY ACCESS TO SOUGHT-AFTER “PASSIVE CANDIDATES”. 20% active candidates On job sites, 100% of members are active job seekers 80% passive candidates They are not actively looking for a job but may be approachable 225 Million profiles ACCESS TO PASSIVE CANDIDATES IS VERY VALUABLE FOR RECRUITERS: THESE PROFILES ARE USUALLY HIDDEN FROM THE JOB MARKET AND ACCESS IS EXPENSIVE (E.G. HEADHUNTING COSTS)
  • © faberNovel 2013 ••• 47 CONNECTED TOGETHER. 2nd degree 3rd degree 1st degree UNLIKE OTHER RESUME DATABASES, LINKEDIN GRAPH ENGINE CAN CALCULATE THE DISTANCE THAT SEPARATES YOU FROM ANOTHER PROFILE. IT GIVES TO RECRUITERS THE ABILITY TO EVALUATE A CANDIDATE’S INFLUENCE IN A PROFESSION.
  • Based on those algorithms, LinkedIn tools help find the best candidates on the ACCURATE SELECTION © faberNovel 2013 ••• 48 market. Identify & contact the best candidates PUT ALGORITHMS INTO THE HR INDUSTRY, AND LET IT COOK. Tools for recruiters Best profiles LINKEDIN’S ALGORITHMS Search algorithm Graph engine LinkedIn’s database Recommendation algorithms 225 Million profiles
  • Recruiting Better, Faster, Cheaper.
  • MORE CANDIDATES + BETTER SELECTION = INCREASED QUALITY OF HIRE. HOW HAVE THE FOLLOWING CHANGED ? © faberNovel 2013 ••• 50 Since implementing social recruiting, Source: Social Recruiting Survey 2012 - Jobvite INCREASE DECREASE STAYED THE SAME CANDIDATE VOLUME CANDIDATE QUALITY EMPLOYEE REFERRALS
  • PUSHING FILTERING WORK BACK TO ALGORITHMS, DECREASING TIME-TO-HIRE. © faberNovel 2013 ••• 51 Time Number of resumes LARGE POOL EFFICIENT PRE-SELECTION SOURCING OF LESS QUALIFIED CANDIDATES Small pile of resumes TIME-TO-HIRE WITH LinkedIn HIRE HIRE Shortlist Pile of resumes Shortlist TIME-TO-HIRE WITHOUT LinkedIn LARGE RESUME PILE MEANS HEAVY SELECTION WORK
  • © faberNovel 2013 ••• 52 CASE STUDY: OPOWER DECREASING COST OF HIRE. COMPANY • Opower is a software company that helps users save money on energy bills • It had 354 employees as of March 2013 $2.7 million AMOUNT SAVED WITH LINKEDIN $18k+ saved per hire Source: New York Times, faberNovel analysis RECRUITMENT PLAN • 9 people are on the recruiting team • Planned to hire 150 people in 2013 COST OF RECRUITMENT WITH LINKEDIN RECRUITER • 9 subscriptions to LinkedIn Recruiter: $75,000/year • Online search/job board budget: $165,000/year • Referrals: $1,000/referred hire. Last year, only one was referred. If we assume 5 in 2013 = $5,000 Total cost $75k for LinkedIn recruiters + $160k job board budget + $5k referral program =$245k COST OF RECRUITMENT USING A RECRUITING FIRM • Employees are paid $100k/year each (est.) • Assumption: Recruiting firms take a 20% fee Total cost $100k salary x 150 openings x 20% agent fee =$3 million VS
  • Inventing new ways to deal with candidates.
  • LINKEDIN REVOLUTIONIZES THE WAY RECRUITERS LEVERAGE THEIR CONTACTS. THEN NOW Address book Real-time network © faberNovel 2013 ••• 54 Non-comprehensive / Non-searchable / Non-updated / Limited to “first-degree” contacts / Doesn’t display mutual contacts Searchable (profession, industry, geography) / Updated in real time / Open to 1st and 2nd-degree contacts / Displays contacts RAPID ACCESS TO RELEVANT CONTACTS
  • LINKEDIN REVOLUTIONIZES THE WAY RECRUITERS SEARCH FOR RESUMES. Resume database Graph search © faberNovel 2013 ••• 55 Limited to active candidates / Not regularly updated / Limited to a geography, or sector / Search relevance based on keywords only / Not personalized / No information about common connections / Expensive 225m active and passive candidates / Regularly updated by members / Personalized search (skills, endorsements) / Closer degrees appear first / Ability to see common connections / Unlimited search Source: Monster.com THEN NOW ACCESS TO 25 RESUMES COSTS $255 ON MONSTER.COM
  • LINKEDIN REVOLUTIONIZES THE WAY RECRUITERS FIND MATCHING PROFILES. THEN NOW Recruitment Agents Recommendation engines © faberNovel 2013 ••• 56 Headhunters / Executive search / Employment agencies / High fees / Source and screen a lot of candidates Intelligent recommendations (based on search, previous hires, job description keywords) / Use the LinkedIn open network (beyond 3rd degree) / Time and cost-efficient AGENTS CAN CHARGE 20-30% OF FIRST YEAR SALARY
  • LINKEDIN REVOLUTIONIZES THE WAY RECRUITERS USE EMPLOYEE REFERRALS. THEN NOW Employee referral program Automated referral engine Time-consuming / Time required to gather candidates / More candidates in the pool but more work to qualify them Free / Search through an employee graph and find matching profiles / Profiles automatically suggested to employees / Cuts referral campaign duration © faberNovel 2013 ••• 57 EX:”GET $1,000 IF YOU REFERRRED CANDIDATE GETS HIRED”
  • LINKEDIN REVOLUTIONIZES THE WAY RECRUITERS POST JOB OFFERS. THEN NOW Newspaper job ads Targeted, social job ads Limited audience / Not targeted / No metrics “Work With Us” ads appear on a company’s employees’ profile pages / Employees become an ad medium / Relevant jobs displayed with the photo of the viewing member / Metrics / Higher conversion rates / “Jobs You May Be Interested In” is another feature that also recommends jobs to members on LinkedIn or via mail Alerts ½ PAGE WEEKLY DISPLAY + 30-DAY ONLINE AD IN THE NYT COSTS $1,000 © faberNovel 2013 ••• 58
  • LINKEDIN REVOLUTIONIZES THE WAY RECRUITERS USE ONLINE JOB BOARDS. THEN NOW Online job boards Graph-based job board © faberNovel 2013 ••• 59 Audience = active candidates only / Resume only, not a member database / Search based on keywords, geography, etc. / Jobs appear when they are searched for / Up-front fee Large audience (225m members) / Active & passive candidates / Job-matching algorithms / Contextual display (appear in news feed, on employee page, etc.) / Jobs available on partner sites / Pay-Per-Click pricing / Bidding price 30-DAY JOB POST ON CAREERBUILDER COSTS $419
  • LINKEDIN REVOLUTIONIZES THE WAY RECRUITERS MANAGE CANDIDATES. THEN NOW Resume parsing Talent pipeline management © faberNovel 2013 ••• 60 Breaks down resume information / Sorts it into groups (education, skills, work experience) / Keywords are entered / Resume score based on keyword matching / Already-qualified candidates (matching algorithms) / Graph validation (referrals, skills, endorsements) / Grow a base of candidates in the long run / Contact leads with targeted InMails LESS PEOPLE REQUIRED TO SORT OUT CANDIDATES WITH LINKEDIN
  • LINKEDIN REVOLUTIONIZES THE WAY RECRUITERS BRAND COMPANIES ONLINE. THEN NOW Corporate website Company & career page © faberNovel 2013 ••• 61 Visitors (low engagement) / Editorial content / List of untargeted job postings / Email contact career@company.com / Cannot relate to any employee / Inaccurate metrics Followers / Social content (targeted status updates) / Rich content (SlideShare, video, etc.) / Personalized jobs / Interactions “Connect with Bill G. Senior VP” / Displays employees that are connected to the visitor / Accurate metrics LINKEDIN IS THE 36TH MOST-VISITED WEBSITE VS. 630,942ND FOR FABERNOVEL COPORATE SITE
  • Create brand ambassadors: employee network Showcase your offering: Engage your audience: career page targeted status updates © faberNovel 2013 ••• 62 A CLOSER LOOK AT A LINKEDIN COMPANY PAGE. Build an audience of followers Display ads: jobs, company pages Display presentations published by company
  • LINKEDIN REVOLUTIONIZES THE WAY RECRUITERS ENGAGE WITH CANDIDATES. THEN NOW Online forums & job fairs Professional groups © faberNovel 2013 ••• 63 Limited in time / Limited post-meeting contact / Limited reach / Paper brochure / Look for information / Answer topics / Crowded / No information on participating members Targeted population / Digital brochure / Extended reach Engage discussions / Like, Share, Follow, Comment / Community / Integrated updates: members, jobs, promotions / Polls / Analytics and statistics A STAND COSTS $5,000 IN A JOB FAIR, WITHOUT COUNTING PROMOTIONAL MATERIAL
  • © faberNovel 2013 ••• 64 A CLOSER LOOK AT LINKEDIN GROUPS. Start a discussion or create a poll Relevant ads Like, Comment, Flag, Follow Identify weekly influencers Group statistics Stay up to date with members, promotions, job offers Source: LinkedIn
  • © faberNovel 2013 ••• 65 ALGORITHMS CAN DO A LOT… BUT THEY CAN’T REPLACE HUMAN INTERACTIONS. There are things a machine can’t do • Judge whether a candidate is a good fit • Assess a candidate’s motivation • Identify a future leader • Bet on a candidate’s career potential
  • Reshuffling the whole recruitment ecosystem.
  • © faberNovel 2013 ••• 67 LINKEDIN HAS NOT INVENTED E-RECRUITMENT. To source online, recruiters juggle between 3 sets of tools : RECRUITMENT SOCIAL NETWORKS JOB BOARDS SOFTWARE (ATS*) *ATS: Applicant Tracking System Recruiters use software to be more productive at sourcing: Candidate Relationship, Job Postings, Referral Management… Through social networks, recruiters can identify and qualify candidates as well as post jobs across the network On job boards, it is easy for recruiters to post a job and search for relevant profiles in the resume database
  • © faberNovel 2013 ••• 68 BUT HAS BECOME THE ONE-STOP SHOP FOR TALENTS. RECRUITMENT SOCIAL NETWORKS JOB BOARDS SOFTWARE (ATS*) LinkedIn is a professional LinkedIn Talent Solutions graph with 225 millions nodes include a candidate CRM LinkedIn provides a targeted Job Board platform. *ATS: Applicant Tracking System
  • © faberNovel 2013 ••• 69 LINKEDIN RECRUITER IS A 3-IN-1 TOOL. Focus: Recruiter is LinkedIn’s flagship tool for talent sourcing It’s a social sourcing solution Which allows graph search, social recommendation engines and candidates’ activity follow-up It’s a candidate CRM LinkedIn Talent Pipeline allows recruiters to manage and synchronize sourcing effort It’s a Job board LinkedIn Talent Pipeline allows recruiters to manage and synchronize sourcing effort
  • AGAINST LINKEDIN, THIRD-PARTY RECRUITERS MIGHT LOSE THE GAME. © faberNovel 2013 ••• 70 Agencies take 29% of the HR budget and fill only 8% of jobs Source: Bersin & Associates Where does HR money go for recruitment? Professional networks take 3% of the HR budget and fill 10% of jobs vs Recruitment agencies are more expensive by a factor of: 12X BY AUTOMATING WHAT USED TO BE A SOFT SKILL, LINKEDIN CIRCUMVENTS HISTORICAL INTERMEDIARIES.
  • © faberNovel 2013 ••• 71 WHICH WILL PUT AN END TO JOB BOARDS’ SUPREMACY. Monster.com used to be the leading career site in the world. But now… of all job openings are posted on LinkedIn of jobs on LinkedIn can be found nowhere else. Jan 27th: LinkedIn files for IPO Monster.com stock price Stock Price in $ CEO is open to selling Monster.com 2011 2012 25 20 15 10 5
  • © faberNovel 2013 ••• 72 AND TAKE ON RECRUITMENT SOFTWARE. Today, partner ATS A “CRM for Recruitment” that handles job applications and resume data from multiple sources Tomorrow, compete LinkedIn is a sourcing solution which also includes a profile management module called “Talent Pipeline” ATS API VS With “Talent Pipeline”, LinkedIn is just a step away from launching a proprietary ATS. Synergies would be significant: LinkedIn’s algorithms would learn from a recruiter’s behavior on the ATS (types of profiles chosen…) and push better candidates.
  • MEANWHILE… NEW PLAYERS ARE MAKING THEIR WAY INTO E-RECRUITMENT. NICHE PROFESSIONAL NETWORKS SOCIAL RECRUITMENT APPS OR SITES Professional network based on Facebook graph Facebook-based corporate recruiting solution Monster.com app for Facebook (endorsements, connections) Facebook-based candidate identification solution © faberNovel 2013 ••• 73 Artists & designers can showcase their work and get hired Prof. networking tool for physicians Collaboration, networking and jobs for scientists Professional network for teachers Startup and investors network CAREER RECOMMENDATION SITES BIG DATA SOURCING Company reviews, insider job information Company reviews, insider job information Recommends jobs based on social media profiles and career objectives Assesses applicant’s strengths to recommend a workplace fit Aggregates data from multiple sources to find and rank the best matching developers A talent search engine based on the entire web Collects social evidence to help companies find hidden technology candidates Collaborative development platform. Also used to identify best developers
  • LinkedIn has gold in its hand.
  • APR. 2013 Upload rich media to the profile See where the skills are located by region, see trending skills, and see skill gaps © faberNovel 2013 ••• 75 INVENTING SKILL-BASED RECRUITMENT. FEB. 2011 Skills & Expertise ENHANCED SKILLS REPRESENTATION LINKEDIN HAS CAPTURED AND QUALIFIED ITS MEMBERS’ SKILLS… …AND WILL BE ABLE TO USE THOSE SKILLS SMARTLY IN THE FUTURE. Dynamically and visually represent your skills and talents through infographics or spider graphs Standardize profile dashboard VALUE FOR RECRUITERS SEPT. 2012 Endorsements SKILL GAMIFICATION Members improve their skills score by passing tests, completing their profile, posting more insights Enhance candidate search result relevance. Recruit by actual and acquired skills rather than by school SKILL MAPS See where to recruit. Localize skills. Identify clusters
  • © faberNovel 2013 ••• 76 FINDING PEOPLE BASED ON THEIR SKILLS, NOT THEIR CV. AN INVESTMENT BANKER… …CAN MAKE A VERY GOOD SALES MANAGER
  • LINKEDIN IS ALREADY TESTING A SKILLS & EXPERTISE SEARCH TOOL. Find the best profiles © faberNovel 2013 ••• 77 Explore related skills Search for specific skills Skill trend (searches) See how fast the skill develops Find where those skills are
  • By being the only site to gather data on career histories… …LinkedIn can help recruiters anticipate and adapt © faberNovel 2013 ••• 78 SUGGESTING OPTIMIZED CAREER PATHS. • Set career goals and track progress on LinkedIn • LinkedIn can identify intermediary jobs that will help professionals achieve their career goals • Through LinkedIn, members can compare their career path with college connections • Aggregate career statistics and predict when a certain profile is likely to change jobs or be more open to career moves • Through aggregated career objectives, LinkedIn could help recruiters adapt their offers to job seekers’ aspirations picto ...LinkedIn can help members plan their career III
  • MAKING EVERYONE A GOOD NETWORKER. YES YOU CAN. ••• RECRUITMENT ENGINE BIZ DEV ENGINE CONTENT ENGINE
  • IN SALES, IT’S NOT ABOUT WHAT YOU KNOW, BUT WHO YOU KNOW. THEN NOW Rolodex Augmented rolodex © faberNovel 2013 ••• 80 Not searchable / Not up-to-date / Add business cards manually / Not mobile Access to 3rd degrees / Searchable / Up-to-date / Mobile / Import contacts from various sources (Gmail, Outlook, etc.) / Conversation history / “How you met” feature LinkedIn stores sales people’s real-time graph: it helps them better manage their network and engage with their business contacts
  • © faberNovel 2013 ••• 81 WARM INTRODUCTIONS ARE BETTER THAN COLD CALLS. THEN NOW Cold calling “Ask for Introduction” Lengthy process / Low success rate / Not comfortable / Hard to pass the assistant gateway. Identify “best path” to a lead leveraging 1st-degree connection / Request an introduction online / Increased success rate. LinkedIn graph engine helps sales reps identify the right target through co-workers’ connections. This saves sales prospecting time and increases success rate
  • THEN NOW © faberNovel 2013 ••• 82 GRAPH SEARCH MAKES LEAD GENERATION LEANER. Lead Builder Door-to-door prospecting Graph search Door-to-door / Tradeshows / Meetings / Events / Buying mailing lists & address databases / Manual Build targeted lead lists / Save search criteria / Automatic alerts / Advanced search features By searching the graph, sales reps can avoid buying lists of unqualified leads, and spending money and time prospecting and identifying the best lead
  • © faberNovel 2013 ••• 83 LINKEDIN MAKES LEAD MANAGEMENT SOCIAL. THEN NOW Lead Management Lead Monitoring Create lists & spreadsheets with leads / Export to CRM / Search for additional information about leads Create lists of targeted profiles / Integrate CRM partners through APIs (e.g. Salesforce) / Gather real-time lead information and insights LinkedIn mini-CRM and API help Sales Reps integrate the power of the graph into their CRM client and increase productivity
  • CORPORATE SOLUTIONS ARE INSPIRED FROM PREMIUM USAGES. FROM PEOPLE …TO CORPORATIONS © faberNovel 2013 ••• 84 Test usages on premium members LinkedIn identifies successful practices by launching vertical premium offerings (Sales, Recruiting…) or by analysing how their customers use LinkedIn (recently realised that LinkedIn was used by IT managers to screen IT vendors) Premium subscriptions serve as a signal as to where we deliver outside value to certain groups of members (…) and serve as a trajectory in terms of a large market opportunity to build into. Source: LinkedIn Earnings Call Q1 2013 If significant adoption, upgrade launch corporate solutions LinkedIn tackles the corporate market with proven and cash generative Enterprise SaaS solutions. LinkedIn launched Recruiter and is testing Sales Navigator based on their past successes as premium versions.
  • We are having early success selling (…) the initial pilot with corporate customers. As compared to how recruiters evolved within talent solutions, we believe we may be at a similarly early stage in pursuing the sales opportunity with sales navigator. © faberNovel 2013 ••• 85 TAKING SALES SOLUTIONS TO THE NEXT LEVEL. WE USED TO KNOW LINKEDIN AS A RECRUITMENT FACILITATOR. BUSINESSES WILL NOW LEVERAGE LINKEDIN FOR SALES TOO. CURRENT SALES NAVIGATOR PREMIUM LINKEDIN ACCESS • Advanced lead search - Lead Builder - Profile Organizer - CRM API Source: LinkedIn Earnings Call Q1 2013 FUTURE SALES NAVIGATOR CORPORATE SAAS • Advanced lead search • Develop LinkedIn social CRM • Develop lead recommendation engine: - “Lead You May Want To Contact” button - “Lead Match” - “Similar Customers”
  • © faberNovel 2013 ••• 86 ENTERING THE $25BN CRM MARKET. Revenue Mix Revenue Mix Source: LinkedIn, Gartner 2013 forecast Talent Solutions Sales Solutions Marketing Solutions Premium Subsc. Today Tomorrow With a Corporate Sales Solution, LinkedIn will get into the $25bn CRM market
  • AN INVALUABLE KNOWLEDGE AND MARKETING TOOL. ••• RECRUITMENT ENGINE BIZ DEV ENGINE CONTENT ENGINE
  • LINKEDIN MUST ENCOURAGE ITS MEMBERS TO LOG-IN EVERY DAY AT WORK. © faberNovel 2013 ••• 88 Users still spend little time on LinkedIn… Source: Bureau of Labor Statistics, American Time Use Survey …But spend most of their time in a professional environment. Average time spent (in hours) per user per month What can increase engagement at work ? LinkedIn’s engagement gap Americans spend Hours a day at work
  • LINKEDIN HAS RECENTLY ACQUIRED MAJOR SOCIAL CONTENT PLATFORMS. © faberNovel 2013 ••• 89 MAY 2012 APRIL 2013 MAY 2013 Concept The “Youtube of Powerpoints” Deal value $119 million Concept Social polls Deal value N/A (team acqui-hired) Concept News reader Deal value $90 million
  • © faberNovel 2013 ••• 90 LinkedIn Today A social news aggregator and reader Influencers An exclusive blog publishing platform for top influencers New mobile Experience An enhanced mobile experience based on content THEY ARE MOVING INTO THE MEDIA INDUSTRY. PROVIDING FRESH PROFESSIONAL CONTENT EVERYDAY
  • TARGET: BECOMING THE 1st SOCIAL PLATFORM FOR PROFESSIONAL PUBLISHING. PROFESSIONAL AUDIENCE © faberNovel 2013 ••• 91 SPONSORED CONTENT THIRD-PARTY CONTENT PUBLISHERS EXCLUSIVE CONTENT (INFLUENCERS) PROFESSIONAL PUBLISHING PLATFORM
  • LINKEDIN HELPS PROFESSIONALS STAY UP TO DATE WITH NEWS. TOMORROW YESTERDAY WITH LINKEDIN Read the press every morning Graph-based news aggregator (LinkedIn Today integrates Pulse technology to deliver relevant content) © faberNovel 2013 ••• 92 Time-bound / Industry-generic content / Costly / Quickly obsolete / Non-shareable Industry relevance / Read or shared by contacts / Real-time news
  • AND TRANSFORMS HOW PROFESSIONALS GET INDUSTRY-SPECIFIC INSIGHTS. TOMORROW YESTERDAY WITH LINKEDIN Professional publications LinkedIn Channels (LinkedIn’s magazine-like feature: ability to follow news, and posts from influencers by vertical) © faberNovel 2013 ••• 93 Costly subscriptions / Multiple publications in the same vertical / No social features All-in-one platform (integrated with news) / Social features (share, comment…) A subscription to “The Estate Gazette”: $350 per year Free feature
  • LINKEDIN TRANSFORMS HOW COMPANIES PUBLISH PROFESSIONAL CONTENT. YESTERDAY TOMORROW WITH LINKEDIN Print and send white papers Share online presentations (Case studies, research reports…) (SlideShare technology integrated with LinkedIn) © faberNovel 2013 ••• 94 Print / Costly and limited distribution / Mail and addresses (clients, prospects) / Many versions / Stored or trashed Digital / Free or freemium / Unlimited distribution through sharing / Relevant audience / Online presentation / Updated / Stored in the cloud A few weeks. A few minutes.
  • LINKEDIN TRANSFORMS HOW COMPANIES PROMOTE THROUGH CONTENT. TOMORROW YESTERDAY WITH LINKEDIN Advertorial Sponsored updates © faberNovel 2013 ••• 95 Multiple media outlets / Untargeted audience / Intrusive / No links / Text and images Large reach / One-click / Relevant to targeted audience Contextual / Linked to updated content / Rich content (videos, slideshows) (Paid B2B newspaper placement attempting to look like an article) (Targeted updates that appear in context in your feed) Fixed Cost Based: $4,000 for a one-page advertorial in the “Oil & Gas Inquirer” (Alberta B2B oil magazine) Performance based: $0.75 CPM on LinkedIn Ads
  • LINKEDIN TRANSFORMS HOW COMPANIES TRACK AND CAPTURE LEADS THROUGH CONTENT. TOMORROW YESTERDAY WITH LINKEDIN Paper forms, calls, and business cards Analytics and tracking (Paid newspaper placement attempting to look like an article) (Targeted updates that appear in context in your feed) © faberNovel 2013 ••• 96 Follow-up cold calls / Collect business cards / Distribute and collect paper lead forms / Quality of lead information is low / Little tracking of who actually reads the paper Tracks who viewed or downloaded the presentation / Metrics: time spent per slide, number of views / Additional lead info through online forms Average call center fee is around $1/min. Calling 100 leads for 5 minutes each (to capture their info) would cost $500 A basic SlideShare Pro account costs $19/month
  • © faberNovel 2013 ••• 97 DID YOU KNOW THAT...? The Wall Street Journal is launching its own professional network News Corp-owned The Wall Street Journal will launch a professional platform, called WSJ Profile, with the objective of locking readers into the WSJ ecosystem. Two opposite dynamics: Source: The Next Web, Business Insider Social network Content WSJ tries to enter into professional networks by building a social network on top of its content platform. However, WSJ lacks LinkedIn main strength: user accounts, which make LinkedIn so attractive to content publishers.
  • And we think LinkedIn won’t stop here.
  • © faberNovel 2013 ••• 99 LINKEDIN HAS BECOME AN ENTERPRISE SOFTWARE. Deriving most revenues from SaaS (Talent Solutions), which equips 16,400 companies… Source: LinkedIn Earnings Call Q4 2012 $972m $522m $244m 2010 2011 2012 LinkedIn total revenue breakdown by channel …LinkedIn is no longer “just” a professional network, it’s already a business tool. Freemium Marketing SaaS
  • HEAVY INVESTMENTS SUPPORT ROCKET-SPEED BUSINESS GROWTH. We anticipate that we will retain all of our future earnings for use in the development of our business and for general corporate purposes. Sales and marketing costs © faberNovel 2013 ••• 100 $ Product LinkedIn dollars Source: Zinnov Global R&D Management Study development Acquisitions
  • HEAVY SALES & MARKETING SPEND FUELS AGGRESSIVE GROWTH. © faberNovel 2013 ••• 101 Source: LinkedIn 10K CAGR 2008-2012 : 100% per year 2008 2009 2010 2011 2012 SALES AND MARKETING 33% COSTS Of Net Revenue Sales and marketing staff are a major engine behind LinkedIn’s growth CAGR: Compound Annual Growth Rate 1 1
  • A STRATEGY OF EXTREMELY HEAVY INVESTMENT: © faberNovel 2013 ••• 102 AN IMPRESSIVE LEVEL OF R&D INVESTMENT. PRODUCT 25% DEVELOPMENT Of Net Revenue Engineers, product managers, and developers focus on continuous improvement to secure LinkedIn’s long-term growth R&D spend vs. industry averages (% net revenue) In November 2011, LinkedIn launched Project InVersion to completely re-architect its code. It allowed LinkedIn to develop and launch countless features at a fast-paced rate. Today, LinkedIn updates three times a day, while rivals, such as Facebook and Google, typically update once a day or every few days. ACCELERATED WITH PROJECT INVERSION: FREEZING CODE DEVELOPMENT TO FASTEN FEATURE LAUNCH. 25% 15% 12% 6% LinkedIn So+ware & Internet Telecom Computer & Equipment
  • © faberNovel 2013 ••• 103 A SERIES OF STRATEGIC ACQUISITIONS. COMPANY DATE DESCRIPTION DEAL VALUE May 2013 Social polling startup Undisclosed Apr 2013 News aggregator and reader (mobile & web app) $90m May 2012 Presentation-sharing platform. $119m Feb 2012 Gmail plugin that displays correspondent’s social network details $15m Oct 2011 Search technology Undisclosed Oct 2011 Unifies and manages user’s contacts on email, social networks, calendar and phone Undisclosed Jan 2011 Scans business cards and converts into contacts Undisclosed Sept 2010 Ratings and reviews of B2B service providers in the US $5m Aug 2010 personalization engine Undisclosed PROFESSIONAL NETWORK CONTENT-BASED PROFESSIONAL PLATFORM
  • © faberNovel 2013 ••• 104 CONTINUOUS IMPROVEMENT OF THE PLATFORM. 1 2 3 4 5 6 Evolution of LinkedIn homepage Source: LinkedIn 10K
  • © faberNovel 2013 ••• 105 FAST & FURIOUS INTRODUCTION OF NEW FEATURES. LinkedIn Today – March 2011 Influencers – Oct 2012* Endorsements – Sept. 2012 Tablet app – April 2012 New Mobile app – April 2013 *LinkedIn interfaces and features can slightly vary on smartphone, tablet and mobile versions
  • WHAT’S NEXT ? Connect the world’s professionals to make them more productive and successful. © faberNovel 2013 ••• 106
  • Our ultimate dream is to develop the world's first economic graph. In other words, we want to digitally map the global economy, identifying the connections between people, jobs, skills, companies, and professional knowledge -- and spot in real time the trends pointing to economic opportunities. © faberNovel 2013 ••• 107 LINKEDIN HAS A BOLD VISION. Jeff Weiner CEO of LinkedIn
  • © faberNovel 2013 ••• 108 THE NEW ECONOMY: FROM HIERARCHIES TO NETWORKS. PYRAMID GRAPH ASSETS TOP-DOWN COMMUNICATION CORPORATIONS STATIC MARKETS WORKFORCE INFORMATION SOCIAL INTERACTIONS ECOSYSTEMS FAST MOVING ENVIRONMENTS TALENTS VS.
  • LINKEDIN’S PROFESSIONAL GRAPH CAN MAP PROFESSIONAL INTERACTIONS. © faberNovel 2013 ••• 109 PROFESSIONAL GRAPH Today, LinkedIn’s graph is based on social interactions between professionals. COMPANY CONSULTANTS DESIGNERS VENDORS CLIENTS AGENCIES LOGISTICS SUPPLIES
  • TOMORROW, IT WILL MAP TRANSACTIONS AND CREATE A “BUSINESS GRAPH”. SUPPLIES LOGISTICS © faberNovel 2013 ••• 110 BUSINESS GRAPH Tomorrow, LinkedIn could allow transactional interactions and augment the graph. COMPANY CONSULTANTS DESIGNERS VENDORS CLIENTS AGENCIES
  • © faberNovel 2013 ••• 111 IT COULD GO WRONG. CONFIDENTIALITY CONCERNS LinkedIn is a powerful tool for HR to monitor their employees. LinkedIn will have to ensure that members privacy is respected and avoid a “Big Brother” effect which might drive users away from the platform MEMBERS DILEMMA LinkedIn wants more people to become members…but not all of them! LinkedIn focuses on decision makers and knowledge workers. At some point, LinkedIn could encounter a “member quality” issue and attract undesired members. As an example, LinkedIn recently saw a rise in “escort services experts.” SECURITY CHALLENGE LinkedIn has had a major security issue - it lost track of 6.5 million member passwords in June 2012. As LinkedIn controls more and more professional data, security will increasingly become a challenge.
  • BUT MOST LIKELY, LINKEDIN IS IN A GOOD POSITION TO BE THE MARKETPLACE FOR BUSINESSES... © faberNovel 2013 ••• 112
  • © faberNovel 2013 ••• 113 OR TO CREATE THE GRAPH-BASED APP MARKET.
  • WITH ALL THIS DATA, LINKEDIN WILL BE ABLE TO DRAW A GLOBAL ECONOMIC GRAPH… IN THE FUTURE, LINKEDIN WILL CONTROL A MASSIVE AMOUNT OF DATA ABOUT JOBS, SKILLS, MOVES, COMPANY INSIGHTS, AND TRANSACTIONS. With this data, and the potential of its algorithms, LinkedIn could: • Identify and map every economic opportunity on the planet along with associated skills • Aggregate this data to show skill concentrations and skill gaps by region or industry • Show what skills are relevant to a specific area • Sell this valuable macroeconomic data to governments, universities, large companies… © faberNovel 2013 ••• 114 3.3bn Global workforce* *people who work or who are available for work
  • © faberNovel 2013 ••• 115 …AND PROVIDE MACRO-ECONOMIC ANALYTICS.
  • © faberNovel 2013 ••• 116 EMPOWERING BUSINESSES FOR THE NEW ECONOMY. BY TRANSFORMING "NETWORKING" IN A BUSINESS ASSET, PUTTING TALENTS IN THE CENTER, LINKEDIN WILL BECOME THE NEW ECONOMY’S ULTIMATE BUSINESS PLATFORM. TALENTS AMBASSADORS EXPERTS PARTNERS VISIBILITY INSIGHTS TOOLS
  • ••• t CRASH TEST: CAN I BUILD A BUSINESS WITH LINKEDIN ? RECRUITMENT ENGINE BIZ DEV ENGINE $ CONTENT ENGINE
  • © faberNovel 2013 ••• 118 MEET Paul is a 32 year-old software engineer who has developed an innovative technology that connects cars to the Cloud and which could thrive as the whole industry is being reshaped. He wants to invest money and time focusing on developing his core product and looks for the cheapest and quickest way to develop his business (find investors, partners, and customers), minimizing costs and maximizing impact. Let’s see how he uses LinkedIn tools to build his company.
  • © faberNovel 2013 ••• 119 1 START MY BUSINESS USING LINKEDIN BUILD A BUSINESS PLAN • Advanced Search • Connect to people • Ask for an introduction « Get insights into the market, technologies, and people in this industry » FIND CONTENT, NEWS AND INSIGHTS FROM PROFESSIONALS FIND A CEO « I want to find the right person to partner with » GET IN TOUCH WITH YOUR SOULMATE • Use the Advanced Search tool to find people with the right experience • Get introductions from mutual contacts FIND INVESTORS « Find people to support and help my business » GET INTRODUCED TO THOSE WHO HAVE CASH • Use the Advanced Search tool to identify VCs • Get introductions from mutual contacts • Get a premium account to reach +3 contacts THROW A DEMO PARTY « Get feedback on my MVP » ONE-CLICK PR • Join related groups • Use the broadcast tool • Send an announcement 1 2 3 4 FREE
  • © faberNovel 2013 ••• 120 2 GROW MY BUSINESS USING LINKEDIN FIND THE FIRST B2B CLIENT • SlideShare • Follow Influencers • Follow Groups • Review LinkedIn Today • Find contacts in the same industry • Post a LinkedIn Poll « I’d like to reach potential clients or partners in large organizations » GIVE MORE THAN A COLD CALL EVANGELIZE ABOUT THE PRODUCT « I want all CTOs in the car industry to learn about my product » REACH THE RELEVANT AUDIENCE • Start a company page and a products & services page • Add offers to people who recommend the company page • Get the product endorsed by members • Use targeted display ads • Post in related groups • Post sponsored updates BE IDENTIFIED AS AN EXPERT « I want to build authority and get visibility on that topic » MAKE YOUR EXPERTISE GO VIRAL • Post a white paper on SlideShare • Create and manage a professional group • Enrich your own LinkedIn profile • Request recommendations 5 6 7 PREMIUM
  • © faberNovel 2013 ••• 121 3 SCALE MY BUSINESS USING LINKEDIN ACCELERATE BIZ DEV • Subscribe to a Sales Navigator account • Get a SlideShare Pro account and collect lead information « I want to make sure we don’t miss potential customers » MAKE LEAD GENERATION LEANER SCALE RECRUITMENT « I want to equip my HR department with easy and cost-effective tools to grow the team » FIND THE BEST COWORKERS • Subscription to Talent Solutions • Post “jobs” for target audience • Enrich the career page • Use the referral engine FIND PRODUCTIVITY TOOLS « I’d like to get the best tools available for accounting and biz dev » GET THE COMMUNITY TO HELP YOU CHOOSE • Review product pages • Review product endorsement by members 8 9 10 PRO
  • © faberNovel 2013 ••• 122 4 IN 5 YEARS, EMPOWERED BY THE GRAPH FIND A CONSULTANT LinkedIn Marketplace of Experts • Select target skills • Browse review and ratings from past clients • Get in touch via LinkedIn « I want to find the best marketing expert to help us develop a new range of products. » BROWSE REVIEWED AND ENDORSED CONSULTANTS POST A RFP « I’d like to brief mobile agencies for the development of a mobile app. » ONE-CLICK REQUEST FOR PROPOSAL. OPTIMIZE SUPPORT COSTS « I need to equip my teams with the most accurate business tools, relevant to each need. » GET I.T. ON DEMAND. EXPAND BUSINESS « My strategy is to get established in new markets around the globe.» DETECT REAL-TIME GROWTH OPPORTUNITIES 11 12 13 14 LinkedIn Marketplace of Briefs • Post a brief, request tasks and skills • Target audience • Receive, review and assess proposals via LinkedIn LinkedIn Productivity AppStore • Subscribe to LinkedIn Appstore as a company. • Get access for your teams • Let each coworker select the desired tool for the time needed. LinkedIn Global Analytics • Detect high-demand + skilled talents + low competition areas.
  • © faberNovel 2013 ••• 123 A COMPANY YOU MAY BE INTERESTED IN. WORK WITH US. http://www.linkedin.com/company/fabernovel
  • © faberNovel 2013 ••• 124 WE ARE FABERNOVEL. WE HELP LARGE ORGANIZATIONS THINK AND ACT LIKE STARTUPS. Who we are We are a global interdisciplinary team of 70 business, technology and design experts working together with our clients to make things happen with the speed and boldness of entrepreneurs. Our offices From our offices in San Francisco, New York, Paris and Moscow we work with clients everywhere in the world to help them define and develop new opportunities. What we do! We design, implement and deploy product or services to create new business models and develop new streams of revenue and profit. We combine customer insights, strategy, design, marketing and technology services to create a journey from concept to impact. @faberNovel www.facebook.com/faberNovel www.fabernovel.com
  • © faberNovel 2013 ••• 125 PEOPLE YOU MAY BE INTERESTED IN : SEND US A MESSAGE.
  • © faberNovel 2013 ••• 126 THANK YOU. To the fabernovel team Benoît Talabot Partner & Art Director Jules Mahé Junior Art Director Claire Arnaud Junior Art Director Cassandra Ribotti Graphic Designer DESIGN COMMUNICATION Amélie Pauvert Communication manager Guillaume Charny-Brunet VP Biz Dev in NYC Tiago Forte Project Analyst in SF INTERNATIONAL And also… Cyril Bladier Digital Strategist and LinkedIn Expert. TechCrunch, Frenchweb, Mashable, LinkedIn, Forbes, ERE.net, Business Insider, Gartner, Bersin & Associates, Quora, Yahoo. Courtney Mills Junior Project Analyst
  • © faberNovel 2013 ••• 127 OUR WORK. Facebook, The Perfect Startup. And more.! 6 reasons why APIs are reshaping your business. ••• mazon.com THE HIDDEN EMPIRE Three digital engines to reshape and dominate retail Amazon, The Hidden Empire. Expanding to Russia with Love.