SlideShare a Scribd company logo
1 of 27
How LinkedIn built a Community
of Half a Billion
Aatif Awan
Vice President, Growth & International Products at LinkedIn
www.linkedin.com/in/aatifawan
aatif_awan
201720162015201420132012201120102009200820072006200520042003
What was it like before LinkedIn?
1000x
LinkedIn Grew from 500K to 500 Million in 13 years
About me
• VP Growth, International & Data products at LinkedIn
• Have led LinkedIn growth for 6+ years, helping grow
LinkedIn by 400M+ members
• Leading LinkedIn-Microsoft product integrations
www.linkedin.com/in/aatifawan
aatif_awan
Story of Growth @ LinkedIn
Growth @ LinkedIn: 2003-2007
0.1M 2M 4M 8M
17M
2003200420052006200720082009201020112012201320142015
LinkedIn Member Growth
Product market fit. Growth built into
product from the start.
Reid Hoffman and team invited well-
connected people in the industry.
Public profiles launch in 2006, became a
second major growth channel due to SEO.
Growth @ LinkedIn: 2008-2011
0.1M 2M 4M 8M
17M
33M
55M
89M
145M
2003200420052006200720082009201020112012201320142015
LinkedIn Member Growth
Dedicated cross-functional growth team
(~15 people) focused on acquisition.
Identified drivers for key channels and
optimized.
International expansion. Saw 100%+ lifts
in growth for most markets where we
translated into local language.
Growth @ LinkedIn: 2012- 2016
0.1M 2M 4M 8M 17M
33M
55M
89M
145M
202M
277M
347M
414M
484 M
LinkedIn Member Growth
Expanded to cover acquisition, activation,
connections, retention and resurrection,
notifications.
Focus on quality: signups -> quality
signups -> engaged quality members
Invested heavily in mobile and
partnerships and continued international
expansion
Continue international expansion with
focus on China and India.
Growth @ LinkedIn: What’s Next?
Product integrations with Microsoft are the biggest growth opportunity
Growth Team Organization Today
Discovery (SEO) &
Onboarding
Network Growth
Notifications &
Communications
Core Growth
China
India
New Markets
(Germay, Japan,
Healthcare)
International &
Segment Growth
Experimentation
Reporting
Standardization
Data Products
Principles vs. Tactics
Ignore the hype about Growth Hacks and Tactics
Focus on principles, not tactics
• Principles >> Strategy >> Tactics
• Tactics have a short shelf life.
• If all you know are tactics, you will likely apply them
incorrectly.
• Once you understand the principles, you can find the
right tactics and even come up with your own.
What we’ve learned along the way
Growth is about accelerating the realization of your vision,
not moving metrics up-and-to-the-right.
• At LinkedIn, our vision is to create
economic opportunity for every member
of the global workforce.
• Growth team accelerates this through
creation of the economic graph that
connects people, companies, jobs and
schools.
• Taking this view led us to focus on
quality signups, not just signups
Pick one North Star metric, measure everything
• Define one north star metric that:
• Is aligned with the success of your business
• Measures value for users
• Is summable
• Sometimes, one is not possible. Go for as few as you can.
• Measure everything and tie it back to the north star metric.
Good product comes first, growth second
• Investing in growth before you
have a good product is a waste of
resources.
• Measure product goodness with
long-term retention (curve should
flatten over time) and through
customer feedback
• If your retention isn’t good,
nothing else matters. Improve it
by delivering core product value
early and often.
Good retention
Bad retention
%age of users engaging by weeks since signup
But we needed to do more…
• For products with network effects or marketplace dynamics
(LinkedIn has both), you need to achieve a good product and
growth simultaneously.
• Products get better with more users and can be useless without a critical mass.
• We solved for this by building two powerful growth engines from
the start.
Investing in multiple scalable growth channels multiplies
your odds of success
• Being dependent on a single growth channel
is a strategic liability.
• Have at least one core channel, invest in
strategic channels like new platforms and
have some venture bets.
• We developed two core channels: Viral
growth through members building their
networks by importing contacts and SEO of
people profiles.
User Behavior
Identifying Growth Channels
• Do existing users share your product via word
of mouth?
• Are people using search to find a solution?
• Do users have a high LTV?
Channels to explore
Virality, referrals
SEO, SEM
Paid acquisition
• Does having more users improve the experience?
Virality
• Are your target users already on another
platform? Partnership, Integration
Channel
Break down each Channel into Drivers
Virality
Drivers
%age importing contacts,
# of contacts imported,
%age inviting,
# of invites sent,
CTR on invites,
Sign up conversion
Quality signup rate
Measure everything and tie it back to the north star metric.
Prioritize
channels and
drivers
Brainstorm
hypotheses
and ideas
Assess
impact on
north star
metric
Prioritize
based on
impact,
probability of
success and
effort
Build, A/B
test and
measure
Growth Requires Continuous Prioritization and Feedback
A/B Testing => Always Be Testing
• The more you experiment, the faster you learn and innovate.
• It can resolve long-disputed strategy questions and break down
long-held myths.
• You can A/B test most things
• We’ve done statistically significant tests to measure impact on customer complaints
on an issue with a volume of a few hundred/week
• SEO A/B testing can be very effective
• As your user demographics change over time, repeating old
tests can lead to new insights.
Hiring the right people
• Analytical
• Gets shit done
• Curious – asks why?
• Finds new ways to do things – asks why not?
• Prior growth experience is optional
Culture
• Data trumps opinions
• Set ambitious goals
• Move fast
• Learn continuously
• Celebrate wins
“Don't be satisfied with stories, how
things have gone with others.
Unfold your own myth”
Final thought I’d leave you with…
Rumi
Thank you!
Aatif Awan
Vice President, Growth & International Products at LinkedIn
www.linkedin.com/in/aatifawan
aatif_awan

More Related Content

What's hot

The power of creative collaboration
The power of creative collaborationThe power of creative collaboration
The power of creative collaborationTable19
 
Good Audience Fundraising Deck - Angel Round
Good Audience Fundraising Deck - Angel RoundGood Audience Fundraising Deck - Angel Round
Good Audience Fundraising Deck - Angel Roundsherm8n
 
Reddit Pitch Deck
Reddit Pitch DeckReddit Pitch Deck
Reddit Pitch Deckstartuphome
 
Dispatches From The New Economy: The Five Faces Of The On-Demand Economy
Dispatches From The New Economy: The Five Faces Of The On-Demand EconomyDispatches From The New Economy: The Five Faces Of The On-Demand Economy
Dispatches From The New Economy: The Five Faces Of The On-Demand EconomyIntuit Inc.
 
25 Need-to-Know Marketing Stats
25 Need-to-Know Marketing Stats25 Need-to-Know Marketing Stats
25 Need-to-Know Marketing Statscontently
 
The History of SEO
The History of SEOThe History of SEO
The History of SEOHubSpot
 
Working With Big Data
Working With Big DataWorking With Big Data
Working With Big DataSeth Familian
 
FAN OUT: Netflix Digital Strategy
FAN OUT: Netflix Digital StrategyFAN OUT: Netflix Digital Strategy
FAN OUT: Netflix Digital StrategyPatrick Meehan
 
Go Viral on the Social Web: The Definitive How-To guide!
Go Viral on the Social Web: The Definitive How-To guide!Go Viral on the Social Web: The Definitive How-To guide!
Go Viral on the Social Web: The Definitive How-To guide!XPLAIN
 
Visual Design with Data
Visual Design with DataVisual Design with Data
Visual Design with DataSeth Familian
 
24 Design Tips from Real Designers
24 Design Tips from Real Designers24 Design Tips from Real Designers
24 Design Tips from Real DesignersEdahn Small
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsKurio // The Social Media Age(ncy)
 
24 Awesome Infographic Ideas to Inspire Your Next Beautiful Creation
24 Awesome Infographic Ideas to Inspire Your Next Beautiful Creation24 Awesome Infographic Ideas to Inspire Your Next Beautiful Creation
24 Awesome Infographic Ideas to Inspire Your Next Beautiful CreationPiktochart
 
SEO And Social Media Marketing Strategy For Successful Marketing Campaign Com...
SEO And Social Media Marketing Strategy For Successful Marketing Campaign Com...SEO And Social Media Marketing Strategy For Successful Marketing Campaign Com...
SEO And Social Media Marketing Strategy For Successful Marketing Campaign Com...SlideTeam
 
10 Things your Audience Hates About your Presentation
10 Things your Audience Hates About your Presentation10 Things your Audience Hates About your Presentation
10 Things your Audience Hates About your PresentationStinson
 
Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.Velocity Partners
 
Fight for Yourself: How to Sell Your Ideas and Crush Presentations
Fight for Yourself: How to Sell Your Ideas and Crush PresentationsFight for Yourself: How to Sell Your Ideas and Crush Presentations
Fight for Yourself: How to Sell Your Ideas and Crush PresentationsDigital Surgeons
 

What's hot (20)

The power of creative collaboration
The power of creative collaborationThe power of creative collaboration
The power of creative collaboration
 
Good Audience Fundraising Deck - Angel Round
Good Audience Fundraising Deck - Angel RoundGood Audience Fundraising Deck - Angel Round
Good Audience Fundraising Deck - Angel Round
 
Reddit Pitch Deck
Reddit Pitch DeckReddit Pitch Deck
Reddit Pitch Deck
 
Dispatches From The New Economy: The Five Faces Of The On-Demand Economy
Dispatches From The New Economy: The Five Faces Of The On-Demand EconomyDispatches From The New Economy: The Five Faces Of The On-Demand Economy
Dispatches From The New Economy: The Five Faces Of The On-Demand Economy
 
25 Need-to-Know Marketing Stats
25 Need-to-Know Marketing Stats25 Need-to-Know Marketing Stats
25 Need-to-Know Marketing Stats
 
The Minimum Loveable Product
The Minimum Loveable ProductThe Minimum Loveable Product
The Minimum Loveable Product
 
The History of SEO
The History of SEOThe History of SEO
The History of SEO
 
Working With Big Data
Working With Big DataWorking With Big Data
Working With Big Data
 
FAN OUT: Netflix Digital Strategy
FAN OUT: Netflix Digital StrategyFAN OUT: Netflix Digital Strategy
FAN OUT: Netflix Digital Strategy
 
Go Viral on the Social Web: The Definitive How-To guide!
Go Viral on the Social Web: The Definitive How-To guide!Go Viral on the Social Web: The Definitive How-To guide!
Go Viral on the Social Web: The Definitive How-To guide!
 
Visual Design with Data
Visual Design with DataVisual Design with Data
Visual Design with Data
 
24 Design Tips from Real Designers
24 Design Tips from Real Designers24 Design Tips from Real Designers
24 Design Tips from Real Designers
 
Social Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie InsightsSocial Media Marketing Trends 2024 // The Global Indie Insights
Social Media Marketing Trends 2024 // The Global Indie Insights
 
Rewind Pitch Deck
Rewind Pitch DeckRewind Pitch Deck
Rewind Pitch Deck
 
Five Flute Overview
Five Flute OverviewFive Flute Overview
Five Flute Overview
 
24 Awesome Infographic Ideas to Inspire Your Next Beautiful Creation
24 Awesome Infographic Ideas to Inspire Your Next Beautiful Creation24 Awesome Infographic Ideas to Inspire Your Next Beautiful Creation
24 Awesome Infographic Ideas to Inspire Your Next Beautiful Creation
 
SEO And Social Media Marketing Strategy For Successful Marketing Campaign Com...
SEO And Social Media Marketing Strategy For Successful Marketing Campaign Com...SEO And Social Media Marketing Strategy For Successful Marketing Campaign Com...
SEO And Social Media Marketing Strategy For Successful Marketing Campaign Com...
 
10 Things your Audience Hates About your Presentation
10 Things your Audience Hates About your Presentation10 Things your Audience Hates About your Presentation
10 Things your Audience Hates About your Presentation
 
Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.
 
Fight for Yourself: How to Sell Your Ideas and Crush Presentations
Fight for Yourself: How to Sell Your Ideas and Crush PresentationsFight for Yourself: How to Sell Your Ideas and Crush Presentations
Fight for Yourself: How to Sell Your Ideas and Crush Presentations
 

Viewers also liked

โฆษณาแอปมือถือง่ายๆ 3 ขั้นตอน ด้วย Universal App Campaign
โฆษณาแอปมือถือง่ายๆ 3 ขั้นตอน ด้วย Universal App Campaignโฆษณาแอปมือถือง่ายๆ 3 ขั้นตอน ด้วย Universal App Campaign
โฆษณาแอปมือถือง่ายๆ 3 ขั้นตอน ด้วย Universal App CampaignThanachart Worrasing
 
TestTestTestTestTestTestTestTest
TestTestTestTestTestTestTestTestTestTestTestTestTestTestTestTest
TestTestTestTestTestTestTestTestShinya Ikebe
 
Identifying your North Star Metric & Building a Model to Predict Growth
Identifying your North Star Metric & Building a Model to Predict GrowthIdentifying your North Star Metric & Building a Model to Predict Growth
Identifying your North Star Metric & Building a Model to Predict GrowthGrowthHackers
 
What is a North Star Metric?
What is a North Star Metric?What is a North Star Metric?
What is a North Star Metric?GrowthHackers
 
The New Assembly Line: 3 Best Practices for Building (Secure) Connected Cars
The New Assembly Line: 3 Best Practices for Building (Secure) Connected CarsThe New Assembly Line: 3 Best Practices for Building (Secure) Connected Cars
The New Assembly Line: 3 Best Practices for Building (Secure) Connected CarsLookout
 
LinkedIn Networking for Professionals
LinkedIn Networking for ProfessionalsLinkedIn Networking for Professionals
LinkedIn Networking for ProfessionalsChristine Dubyts
 
History Of Vehicle Safety Innovations
History Of Vehicle Safety InnovationsHistory Of Vehicle Safety Innovations
History Of Vehicle Safety InnovationsMotronix
 
Scaling LinkedIn - A Brief History
Scaling LinkedIn - A Brief HistoryScaling LinkedIn - A Brief History
Scaling LinkedIn - A Brief HistoryJosh Clemm
 
Lessons learned from growing LinkedIn to 400m members - Growth Hackers Confer...
Lessons learned from growing LinkedIn to 400m members - Growth Hackers Confer...Lessons learned from growing LinkedIn to 400m members - Growth Hackers Confer...
Lessons learned from growing LinkedIn to 400m members - Growth Hackers Confer...Aatif Awan
 
LinkedIn presentation
LinkedIn presentationLinkedIn presentation
LinkedIn presentationjkwong5
 
A Business case study on LinkedIn
A Business case study on LinkedInA Business case study on LinkedIn
A Business case study on LinkedInMayank Banerjee
 
The Automotive Industry Through the lens of social
The Automotive Industry Through the lens of socialThe Automotive Industry Through the lens of social
The Automotive Industry Through the lens of socialBrandwatch
 
The Future of Everything
The Future of EverythingThe Future of Everything
The Future of EverythingCharbel Zeaiter
 
15 Common Myths you were taught to believe about Cars
15 Common Myths you were taught to believe about Cars15 Common Myths you were taught to believe about Cars
15 Common Myths you were taught to believe about CarsEason Chan
 
B2B Content Marketing 2017 - Benchmarks, Budgets & Trends - North America
B2B Content Marketing 2017 - Benchmarks, Budgets & Trends - North AmericaB2B Content Marketing 2017 - Benchmarks, Budgets & Trends - North America
B2B Content Marketing 2017 - Benchmarks, Budgets & Trends - North AmericaContent Marketing Institute
 
Linkedin Series B Pitch Deck
Linkedin Series B Pitch DeckLinkedin Series B Pitch Deck
Linkedin Series B Pitch DeckJoseph Hsieh
 

Viewers also liked (17)

โฆษณาแอปมือถือง่ายๆ 3 ขั้นตอน ด้วย Universal App Campaign
โฆษณาแอปมือถือง่ายๆ 3 ขั้นตอน ด้วย Universal App Campaignโฆษณาแอปมือถือง่ายๆ 3 ขั้นตอน ด้วย Universal App Campaign
โฆษณาแอปมือถือง่ายๆ 3 ขั้นตอน ด้วย Universal App Campaign
 
TestTestTestTestTestTestTestTest
TestTestTestTestTestTestTestTestTestTestTestTestTestTestTestTest
TestTestTestTestTestTestTestTest
 
Identifying your North Star Metric & Building a Model to Predict Growth
Identifying your North Star Metric & Building a Model to Predict GrowthIdentifying your North Star Metric & Building a Model to Predict Growth
Identifying your North Star Metric & Building a Model to Predict Growth
 
What is a North Star Metric?
What is a North Star Metric?What is a North Star Metric?
What is a North Star Metric?
 
Sample pdf3
Sample pdf3Sample pdf3
Sample pdf3
 
The New Assembly Line: 3 Best Practices for Building (Secure) Connected Cars
The New Assembly Line: 3 Best Practices for Building (Secure) Connected CarsThe New Assembly Line: 3 Best Practices for Building (Secure) Connected Cars
The New Assembly Line: 3 Best Practices for Building (Secure) Connected Cars
 
LinkedIn Networking for Professionals
LinkedIn Networking for ProfessionalsLinkedIn Networking for Professionals
LinkedIn Networking for Professionals
 
History Of Vehicle Safety Innovations
History Of Vehicle Safety InnovationsHistory Of Vehicle Safety Innovations
History Of Vehicle Safety Innovations
 
Scaling LinkedIn - A Brief History
Scaling LinkedIn - A Brief HistoryScaling LinkedIn - A Brief History
Scaling LinkedIn - A Brief History
 
Lessons learned from growing LinkedIn to 400m members - Growth Hackers Confer...
Lessons learned from growing LinkedIn to 400m members - Growth Hackers Confer...Lessons learned from growing LinkedIn to 400m members - Growth Hackers Confer...
Lessons learned from growing LinkedIn to 400m members - Growth Hackers Confer...
 
LinkedIn presentation
LinkedIn presentationLinkedIn presentation
LinkedIn presentation
 
A Business case study on LinkedIn
A Business case study on LinkedInA Business case study on LinkedIn
A Business case study on LinkedIn
 
The Automotive Industry Through the lens of social
The Automotive Industry Through the lens of socialThe Automotive Industry Through the lens of social
The Automotive Industry Through the lens of social
 
The Future of Everything
The Future of EverythingThe Future of Everything
The Future of Everything
 
15 Common Myths you were taught to believe about Cars
15 Common Myths you were taught to believe about Cars15 Common Myths you were taught to believe about Cars
15 Common Myths you were taught to believe about Cars
 
B2B Content Marketing 2017 - Benchmarks, Budgets & Trends - North America
B2B Content Marketing 2017 - Benchmarks, Budgets & Trends - North AmericaB2B Content Marketing 2017 - Benchmarks, Budgets & Trends - North America
B2B Content Marketing 2017 - Benchmarks, Budgets & Trends - North America
 
Linkedin Series B Pitch Deck
Linkedin Series B Pitch DeckLinkedin Series B Pitch Deck
Linkedin Series B Pitch Deck
 

Similar to How LinkedIn built a Community of Half a Billion

How LinkedIn built a Community of Half a Billionaire
How LinkedIn built a Community of Half a BillionaireHow LinkedIn built a Community of Half a Billionaire
How LinkedIn built a Community of Half a BillionaireAIMS Education
 
Expanding Internationally - A Primer with LinkedIn - SaaStr Annual 2018
Expanding Internationally - A Primer with LinkedIn - SaaStr Annual 2018Expanding Internationally - A Primer with LinkedIn - SaaStr Annual 2018
Expanding Internationally - A Primer with LinkedIn - SaaStr Annual 2018Aatif Awan
 
Lead Generation
Lead GenerationLead Generation
Lead GenerationAmy Smith
 
Social media Wellington Execedge presentation
Social media Wellington Execedge presentationSocial media Wellington Execedge presentation
Social media Wellington Execedge presentationSabrina Nagel
 
AllFamous Digital marketing company profile v1.4
AllFamous Digital marketing company profile v1.4AllFamous Digital marketing company profile v1.4
AllFamous Digital marketing company profile v1.4Pauline Pangan
 
Finding Product-Market Fit and Scale w/ Warung Pintar and PayFazz
Finding Product-Market Fit and Scale w/ Warung Pintar and PayFazzFinding Product-Market Fit and Scale w/ Warung Pintar and PayFazz
Finding Product-Market Fit and Scale w/ Warung Pintar and PayFazzProduct School
 
Growth Hacking Marketing Plan for New Design Products - Born.com
Growth Hacking Marketing Plan for New Design Products - Born.comGrowth Hacking Marketing Plan for New Design Products - Born.com
Growth Hacking Marketing Plan for New Design Products - Born.comGrowth Hakka
 
How to Develop An Effective PR Measurement Strategy
How to Develop An Effective PR Measurement StrategyHow to Develop An Effective PR Measurement Strategy
How to Develop An Effective PR Measurement StrategySandra Fathi
 
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave Chaffey
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyInnovating digital, 2019 and beyond - CIM West Yorkshire from Dave Chaffey
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyDave Chaffey
 
Act with Digital Certainty - Sigurður Orri Guðmundsson - Presentation at eZ C...
Act with Digital Certainty - Sigurður Orri Guðmundsson - Presentation at eZ C...Act with Digital Certainty - Sigurður Orri Guðmundsson - Presentation at eZ C...
Act with Digital Certainty - Sigurður Orri Guðmundsson - Presentation at eZ C...eZ Systems
 
Webinar - Accelerating the Impact of Customer Success in the Enterprise
Webinar - Accelerating the Impact of Customer Success in the EnterpriseWebinar - Accelerating the Impact of Customer Success in the Enterprise
Webinar - Accelerating the Impact of Customer Success in the EnterpriseTotango
 
Content Strategy for Marketing Success
Content Strategy for Marketing SuccessContent Strategy for Marketing Success
Content Strategy for Marketing SuccessPaul Writer
 
Using Brand Advocates (Employees) for Influence
Using Brand Advocates (Employees) for InfluenceUsing Brand Advocates (Employees) for Influence
Using Brand Advocates (Employees) for InfluenceLiz Bullock
 
Crash Course: Growth Hacking Your Customer Acquisition
Crash Course: Growth Hacking Your Customer AcquisitionCrash Course: Growth Hacking Your Customer Acquisition
Crash Course: Growth Hacking Your Customer AcquisitionLesley Robinson
 
Crash Course: Growth Hacking Your Customer Acquisition
Crash Course: Growth Hacking Your Customer AcquisitionCrash Course: Growth Hacking Your Customer Acquisition
Crash Course: Growth Hacking Your Customer AcquisitionGrowth Hacking Asia
 
Non Profit Power Hour @LinkedIn Sydney - October 16th 2015
Non Profit Power Hour @LinkedIn Sydney - October 16th 2015Non Profit Power Hour @LinkedIn Sydney - October 16th 2015
Non Profit Power Hour @LinkedIn Sydney - October 16th 2015Jesse Rothstein
 

Similar to How LinkedIn built a Community of Half a Billion (20)

How LinkedIn built a Community of Half a Billionaire
How LinkedIn built a Community of Half a BillionaireHow LinkedIn built a Community of Half a Billionaire
How LinkedIn built a Community of Half a Billionaire
 
Expanding Internationally - A Primer with LinkedIn - SaaStr Annual 2018
Expanding Internationally - A Primer with LinkedIn - SaaStr Annual 2018Expanding Internationally - A Primer with LinkedIn - SaaStr Annual 2018
Expanding Internationally - A Primer with LinkedIn - SaaStr Annual 2018
 
Lead Generation
Lead GenerationLead Generation
Lead Generation
 
Social media Wellington Execedge presentation
Social media Wellington Execedge presentationSocial media Wellington Execedge presentation
Social media Wellington Execedge presentation
 
AllFamous Digital marketing company profile v1.4
AllFamous Digital marketing company profile v1.4AllFamous Digital marketing company profile v1.4
AllFamous Digital marketing company profile v1.4
 
Social Media Strategy
Social Media StrategySocial Media Strategy
Social Media Strategy
 
Finding Product-Market Fit and Scale w/ Warung Pintar and PayFazz
Finding Product-Market Fit and Scale w/ Warung Pintar and PayFazzFinding Product-Market Fit and Scale w/ Warung Pintar and PayFazz
Finding Product-Market Fit and Scale w/ Warung Pintar and PayFazz
 
Growth Hacking Marketing Plan for New Design Products - Born.com
Growth Hacking Marketing Plan for New Design Products - Born.comGrowth Hacking Marketing Plan for New Design Products - Born.com
Growth Hacking Marketing Plan for New Design Products - Born.com
 
SMPS Pacific Regional Conference 2016
SMPS Pacific Regional Conference 2016SMPS Pacific Regional Conference 2016
SMPS Pacific Regional Conference 2016
 
How to Develop An Effective PR Measurement Strategy
How to Develop An Effective PR Measurement StrategyHow to Develop An Effective PR Measurement Strategy
How to Develop An Effective PR Measurement Strategy
 
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave Chaffey
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave ChaffeyInnovating digital, 2019 and beyond - CIM West Yorkshire from Dave Chaffey
Innovating digital, 2019 and beyond - CIM West Yorkshire from Dave Chaffey
 
Social Media | Demystified
Social Media | DemystifiedSocial Media | Demystified
Social Media | Demystified
 
Act with Digital Certainty - Sigurður Orri Guðmundsson - Presentation at eZ C...
Act with Digital Certainty - Sigurður Orri Guðmundsson - Presentation at eZ C...Act with Digital Certainty - Sigurður Orri Guðmundsson - Presentation at eZ C...
Act with Digital Certainty - Sigurður Orri Guðmundsson - Presentation at eZ C...
 
Webinar - Accelerating the Impact of Customer Success in the Enterprise
Webinar - Accelerating the Impact of Customer Success in the EnterpriseWebinar - Accelerating the Impact of Customer Success in the Enterprise
Webinar - Accelerating the Impact of Customer Success in the Enterprise
 
CCG Pitch Deck FA16
CCG Pitch Deck FA16CCG Pitch Deck FA16
CCG Pitch Deck FA16
 
Content Strategy for Marketing Success
Content Strategy for Marketing SuccessContent Strategy for Marketing Success
Content Strategy for Marketing Success
 
Using Brand Advocates (Employees) for Influence
Using Brand Advocates (Employees) for InfluenceUsing Brand Advocates (Employees) for Influence
Using Brand Advocates (Employees) for Influence
 
Crash Course: Growth Hacking Your Customer Acquisition
Crash Course: Growth Hacking Your Customer AcquisitionCrash Course: Growth Hacking Your Customer Acquisition
Crash Course: Growth Hacking Your Customer Acquisition
 
Crash Course: Growth Hacking Your Customer Acquisition
Crash Course: Growth Hacking Your Customer AcquisitionCrash Course: Growth Hacking Your Customer Acquisition
Crash Course: Growth Hacking Your Customer Acquisition
 
Non Profit Power Hour @LinkedIn Sydney - October 16th 2015
Non Profit Power Hour @LinkedIn Sydney - October 16th 2015Non Profit Power Hour @LinkedIn Sydney - October 16th 2015
Non Profit Power Hour @LinkedIn Sydney - October 16th 2015
 

Recently uploaded

一比一原版布兰迪斯大学毕业证如何办理
一比一原版布兰迪斯大学毕业证如何办理一比一原版布兰迪斯大学毕业证如何办理
一比一原版布兰迪斯大学毕业证如何办理A
 
一比一原版(Polytechnic毕业证书)新加坡理工学院毕业证原件一模一样
一比一原版(Polytechnic毕业证书)新加坡理工学院毕业证原件一模一样一比一原版(Polytechnic毕业证书)新加坡理工学院毕业证原件一模一样
一比一原版(Polytechnic毕业证书)新加坡理工学院毕业证原件一模一样AS
 
Reggie miller choke t shirtsReggie miller choke t shirts
Reggie miller choke t shirtsReggie miller choke t shirtsReggie miller choke t shirtsReggie miller choke t shirts
Reggie miller choke t shirtsReggie miller choke t shirtsrahman018755
 
APNIC Updates presented by Paul Wilson at CaribNOG 27
APNIC Updates presented by Paul Wilson at  CaribNOG 27APNIC Updates presented by Paul Wilson at  CaribNOG 27
APNIC Updates presented by Paul Wilson at CaribNOG 27APNIC
 
一比一定制波士顿学院毕业证学位证书
一比一定制波士顿学院毕业证学位证书一比一定制波士顿学院毕业证学位证书
一比一定制波士顿学院毕业证学位证书A
 
一比一原版(UWE毕业证书)西英格兰大学毕业证原件一模一样
一比一原版(UWE毕业证书)西英格兰大学毕业证原件一模一样一比一原版(UWE毕业证书)西英格兰大学毕业证原件一模一样
一比一原版(UWE毕业证书)西英格兰大学毕业证原件一模一样Fi
 
一比一定制加州大学欧文分校毕业证学位证书
一比一定制加州大学欧文分校毕业证学位证书一比一定制加州大学欧文分校毕业证学位证书
一比一定制加州大学欧文分校毕业证学位证书A
 
100^%)( POLOKWANE))(*((+27838792658))*))௹ )Abortion Pills for Sale in Sibasa,...
100^%)( POLOKWANE))(*((+27838792658))*))௹ )Abortion Pills for Sale in Sibasa,...100^%)( POLOKWANE))(*((+27838792658))*))௹ )Abortion Pills for Sale in Sibasa,...
100^%)( POLOKWANE))(*((+27838792658))*))௹ )Abortion Pills for Sale in Sibasa,...musaddumba454
 
原版定制(爱大毕业证书)英国爱丁堡大学毕业证原件一模一样
原版定制(爱大毕业证书)英国爱丁堡大学毕业证原件一模一样原版定制(爱大毕业证书)英国爱丁堡大学毕业证原件一模一样
原版定制(爱大毕业证书)英国爱丁堡大学毕业证原件一模一样gfhdsfr
 
I’ll See Y’All Motherfuckers In Game 7 Shirt
I’ll See Y’All Motherfuckers In Game 7 ShirtI’ll See Y’All Motherfuckers In Game 7 Shirt
I’ll See Y’All Motherfuckers In Game 7 Shirtrahman018755
 
一比一原版(毕业证书)新西兰怀特克利夫艺术设计学院毕业证原件一模一样
一比一原版(毕业证书)新西兰怀特克利夫艺术设计学院毕业证原件一模一样一比一原版(毕业证书)新西兰怀特克利夫艺术设计学院毕业证原件一模一样
一比一原版(毕业证书)新西兰怀特克利夫艺术设计学院毕业证原件一模一样AS
 
原版定制(Management毕业证书)新加坡管理大学毕业证原件一模一样
原版定制(Management毕业证书)新加坡管理大学毕业证原件一模一样原版定制(Management毕业证书)新加坡管理大学毕业证原件一模一样
原版定制(Management毕业证书)新加坡管理大学毕业证原件一模一样asdafd
 
SOC Analyst Guide For Beginners SOC analysts work as members of a managed sec...
SOC Analyst Guide For Beginners SOC analysts work as members of a managed sec...SOC Analyst Guide For Beginners SOC analysts work as members of a managed sec...
SOC Analyst Guide For Beginners SOC analysts work as members of a managed sec...Varun Mithran
 
Free scottie t shirts Free scottie t shirts
Free scottie t shirts Free scottie t shirtsFree scottie t shirts Free scottie t shirts
Free scottie t shirts Free scottie t shirtsrahman018755
 
TORTOGEL TELAH MENJADI SALAH SATU PLATFORM PERMAINAN PALING FAVORIT.
TORTOGEL TELAH MENJADI SALAH SATU PLATFORM PERMAINAN PALING FAVORIT.TORTOGEL TELAH MENJADI SALAH SATU PLATFORM PERMAINAN PALING FAVORIT.
TORTOGEL TELAH MENJADI SALAH SATU PLATFORM PERMAINAN PALING FAVORIT.Tortogel
 
🍑👄Dehradun Esℂorts Serviℂe☎️9315791090🍑👄 ℂall Girl serviℂe in ☎️Dehradun ℂall...
🍑👄Dehradun Esℂorts Serviℂe☎️9315791090🍑👄 ℂall Girl serviℂe in ☎️Dehradun ℂall...🍑👄Dehradun Esℂorts Serviℂe☎️9315791090🍑👄 ℂall Girl serviℂe in ☎️Dehradun ℂall...
🍑👄Dehradun Esℂorts Serviℂe☎️9315791090🍑👄 ℂall Girl serviℂe in ☎️Dehradun ℂall...Mumbai Escorts
 
Premier Mobile App Development Agency in USA.pdf
Premier Mobile App Development Agency in USA.pdfPremier Mobile App Development Agency in USA.pdf
Premier Mobile App Development Agency in USA.pdfappinfoedgeca
 
一比一原版(Soton毕业证书)南安普顿大学毕业证原件一模一样
一比一原版(Soton毕业证书)南安普顿大学毕业证原件一模一样一比一原版(Soton毕业证书)南安普顿大学毕业证原件一模一样
一比一原版(Soton毕业证书)南安普顿大学毕业证原件一模一样Fi
 
AI Generated 3D Models | AI 3D Model Generator
AI Generated 3D Models | AI 3D Model GeneratorAI Generated 3D Models | AI 3D Model Generator
AI Generated 3D Models | AI 3D Model Generator3DailyAI1
 
一比一原版(PSU毕业证书)美国宾州州立大学毕业证如何办理
一比一原版(PSU毕业证书)美国宾州州立大学毕业证如何办理一比一原版(PSU毕业证书)美国宾州州立大学毕业证如何办理
一比一原版(PSU毕业证书)美国宾州州立大学毕业证如何办理Fir
 

Recently uploaded (20)

一比一原版布兰迪斯大学毕业证如何办理
一比一原版布兰迪斯大学毕业证如何办理一比一原版布兰迪斯大学毕业证如何办理
一比一原版布兰迪斯大学毕业证如何办理
 
一比一原版(Polytechnic毕业证书)新加坡理工学院毕业证原件一模一样
一比一原版(Polytechnic毕业证书)新加坡理工学院毕业证原件一模一样一比一原版(Polytechnic毕业证书)新加坡理工学院毕业证原件一模一样
一比一原版(Polytechnic毕业证书)新加坡理工学院毕业证原件一模一样
 
Reggie miller choke t shirtsReggie miller choke t shirts
Reggie miller choke t shirtsReggie miller choke t shirtsReggie miller choke t shirtsReggie miller choke t shirts
Reggie miller choke t shirtsReggie miller choke t shirts
 
APNIC Updates presented by Paul Wilson at CaribNOG 27
APNIC Updates presented by Paul Wilson at  CaribNOG 27APNIC Updates presented by Paul Wilson at  CaribNOG 27
APNIC Updates presented by Paul Wilson at CaribNOG 27
 
一比一定制波士顿学院毕业证学位证书
一比一定制波士顿学院毕业证学位证书一比一定制波士顿学院毕业证学位证书
一比一定制波士顿学院毕业证学位证书
 
一比一原版(UWE毕业证书)西英格兰大学毕业证原件一模一样
一比一原版(UWE毕业证书)西英格兰大学毕业证原件一模一样一比一原版(UWE毕业证书)西英格兰大学毕业证原件一模一样
一比一原版(UWE毕业证书)西英格兰大学毕业证原件一模一样
 
一比一定制加州大学欧文分校毕业证学位证书
一比一定制加州大学欧文分校毕业证学位证书一比一定制加州大学欧文分校毕业证学位证书
一比一定制加州大学欧文分校毕业证学位证书
 
100^%)( POLOKWANE))(*((+27838792658))*))௹ )Abortion Pills for Sale in Sibasa,...
100^%)( POLOKWANE))(*((+27838792658))*))௹ )Abortion Pills for Sale in Sibasa,...100^%)( POLOKWANE))(*((+27838792658))*))௹ )Abortion Pills for Sale in Sibasa,...
100^%)( POLOKWANE))(*((+27838792658))*))௹ )Abortion Pills for Sale in Sibasa,...
 
原版定制(爱大毕业证书)英国爱丁堡大学毕业证原件一模一样
原版定制(爱大毕业证书)英国爱丁堡大学毕业证原件一模一样原版定制(爱大毕业证书)英国爱丁堡大学毕业证原件一模一样
原版定制(爱大毕业证书)英国爱丁堡大学毕业证原件一模一样
 
I’ll See Y’All Motherfuckers In Game 7 Shirt
I’ll See Y’All Motherfuckers In Game 7 ShirtI’ll See Y’All Motherfuckers In Game 7 Shirt
I’ll See Y’All Motherfuckers In Game 7 Shirt
 
一比一原版(毕业证书)新西兰怀特克利夫艺术设计学院毕业证原件一模一样
一比一原版(毕业证书)新西兰怀特克利夫艺术设计学院毕业证原件一模一样一比一原版(毕业证书)新西兰怀特克利夫艺术设计学院毕业证原件一模一样
一比一原版(毕业证书)新西兰怀特克利夫艺术设计学院毕业证原件一模一样
 
原版定制(Management毕业证书)新加坡管理大学毕业证原件一模一样
原版定制(Management毕业证书)新加坡管理大学毕业证原件一模一样原版定制(Management毕业证书)新加坡管理大学毕业证原件一模一样
原版定制(Management毕业证书)新加坡管理大学毕业证原件一模一样
 
SOC Analyst Guide For Beginners SOC analysts work as members of a managed sec...
SOC Analyst Guide For Beginners SOC analysts work as members of a managed sec...SOC Analyst Guide For Beginners SOC analysts work as members of a managed sec...
SOC Analyst Guide For Beginners SOC analysts work as members of a managed sec...
 
Free scottie t shirts Free scottie t shirts
Free scottie t shirts Free scottie t shirtsFree scottie t shirts Free scottie t shirts
Free scottie t shirts Free scottie t shirts
 
TORTOGEL TELAH MENJADI SALAH SATU PLATFORM PERMAINAN PALING FAVORIT.
TORTOGEL TELAH MENJADI SALAH SATU PLATFORM PERMAINAN PALING FAVORIT.TORTOGEL TELAH MENJADI SALAH SATU PLATFORM PERMAINAN PALING FAVORIT.
TORTOGEL TELAH MENJADI SALAH SATU PLATFORM PERMAINAN PALING FAVORIT.
 
🍑👄Dehradun Esℂorts Serviℂe☎️9315791090🍑👄 ℂall Girl serviℂe in ☎️Dehradun ℂall...
🍑👄Dehradun Esℂorts Serviℂe☎️9315791090🍑👄 ℂall Girl serviℂe in ☎️Dehradun ℂall...🍑👄Dehradun Esℂorts Serviℂe☎️9315791090🍑👄 ℂall Girl serviℂe in ☎️Dehradun ℂall...
🍑👄Dehradun Esℂorts Serviℂe☎️9315791090🍑👄 ℂall Girl serviℂe in ☎️Dehradun ℂall...
 
Premier Mobile App Development Agency in USA.pdf
Premier Mobile App Development Agency in USA.pdfPremier Mobile App Development Agency in USA.pdf
Premier Mobile App Development Agency in USA.pdf
 
一比一原版(Soton毕业证书)南安普顿大学毕业证原件一模一样
一比一原版(Soton毕业证书)南安普顿大学毕业证原件一模一样一比一原版(Soton毕业证书)南安普顿大学毕业证原件一模一样
一比一原版(Soton毕业证书)南安普顿大学毕业证原件一模一样
 
AI Generated 3D Models | AI 3D Model Generator
AI Generated 3D Models | AI 3D Model GeneratorAI Generated 3D Models | AI 3D Model Generator
AI Generated 3D Models | AI 3D Model Generator
 
一比一原版(PSU毕业证书)美国宾州州立大学毕业证如何办理
一比一原版(PSU毕业证书)美国宾州州立大学毕业证如何办理一比一原版(PSU毕业证书)美国宾州州立大学毕业证如何办理
一比一原版(PSU毕业证书)美国宾州州立大学毕业证如何办理
 

How LinkedIn built a Community of Half a Billion

  • 1. How LinkedIn built a Community of Half a Billion Aatif Awan Vice President, Growth & International Products at LinkedIn www.linkedin.com/in/aatifawan aatif_awan
  • 3. 1000x LinkedIn Grew from 500K to 500 Million in 13 years
  • 4. About me • VP Growth, International & Data products at LinkedIn • Have led LinkedIn growth for 6+ years, helping grow LinkedIn by 400M+ members • Leading LinkedIn-Microsoft product integrations www.linkedin.com/in/aatifawan aatif_awan
  • 5. Story of Growth @ LinkedIn
  • 6. Growth @ LinkedIn: 2003-2007 0.1M 2M 4M 8M 17M 2003200420052006200720082009201020112012201320142015 LinkedIn Member Growth Product market fit. Growth built into product from the start. Reid Hoffman and team invited well- connected people in the industry. Public profiles launch in 2006, became a second major growth channel due to SEO.
  • 7. Growth @ LinkedIn: 2008-2011 0.1M 2M 4M 8M 17M 33M 55M 89M 145M 2003200420052006200720082009201020112012201320142015 LinkedIn Member Growth Dedicated cross-functional growth team (~15 people) focused on acquisition. Identified drivers for key channels and optimized. International expansion. Saw 100%+ lifts in growth for most markets where we translated into local language.
  • 8. Growth @ LinkedIn: 2012- 2016 0.1M 2M 4M 8M 17M 33M 55M 89M 145M 202M 277M 347M 414M 484 M LinkedIn Member Growth Expanded to cover acquisition, activation, connections, retention and resurrection, notifications. Focus on quality: signups -> quality signups -> engaged quality members Invested heavily in mobile and partnerships and continued international expansion Continue international expansion with focus on China and India.
  • 9. Growth @ LinkedIn: What’s Next? Product integrations with Microsoft are the biggest growth opportunity
  • 10. Growth Team Organization Today Discovery (SEO) & Onboarding Network Growth Notifications & Communications Core Growth China India New Markets (Germay, Japan, Healthcare) International & Segment Growth Experimentation Reporting Standardization Data Products
  • 12. Ignore the hype about Growth Hacks and Tactics
  • 13. Focus on principles, not tactics • Principles >> Strategy >> Tactics • Tactics have a short shelf life. • If all you know are tactics, you will likely apply them incorrectly. • Once you understand the principles, you can find the right tactics and even come up with your own.
  • 14. What we’ve learned along the way
  • 15. Growth is about accelerating the realization of your vision, not moving metrics up-and-to-the-right. • At LinkedIn, our vision is to create economic opportunity for every member of the global workforce. • Growth team accelerates this through creation of the economic graph that connects people, companies, jobs and schools. • Taking this view led us to focus on quality signups, not just signups
  • 16. Pick one North Star metric, measure everything • Define one north star metric that: • Is aligned with the success of your business • Measures value for users • Is summable • Sometimes, one is not possible. Go for as few as you can. • Measure everything and tie it back to the north star metric.
  • 17. Good product comes first, growth second • Investing in growth before you have a good product is a waste of resources. • Measure product goodness with long-term retention (curve should flatten over time) and through customer feedback • If your retention isn’t good, nothing else matters. Improve it by delivering core product value early and often. Good retention Bad retention %age of users engaging by weeks since signup
  • 18. But we needed to do more… • For products with network effects or marketplace dynamics (LinkedIn has both), you need to achieve a good product and growth simultaneously. • Products get better with more users and can be useless without a critical mass. • We solved for this by building two powerful growth engines from the start.
  • 19. Investing in multiple scalable growth channels multiplies your odds of success • Being dependent on a single growth channel is a strategic liability. • Have at least one core channel, invest in strategic channels like new platforms and have some venture bets. • We developed two core channels: Viral growth through members building their networks by importing contacts and SEO of people profiles.
  • 20. User Behavior Identifying Growth Channels • Do existing users share your product via word of mouth? • Are people using search to find a solution? • Do users have a high LTV? Channels to explore Virality, referrals SEO, SEM Paid acquisition • Does having more users improve the experience? Virality • Are your target users already on another platform? Partnership, Integration
  • 21. Channel Break down each Channel into Drivers Virality Drivers %age importing contacts, # of contacts imported, %age inviting, # of invites sent, CTR on invites, Sign up conversion Quality signup rate Measure everything and tie it back to the north star metric.
  • 22. Prioritize channels and drivers Brainstorm hypotheses and ideas Assess impact on north star metric Prioritize based on impact, probability of success and effort Build, A/B test and measure Growth Requires Continuous Prioritization and Feedback
  • 23. A/B Testing => Always Be Testing • The more you experiment, the faster you learn and innovate. • It can resolve long-disputed strategy questions and break down long-held myths. • You can A/B test most things • We’ve done statistically significant tests to measure impact on customer complaints on an issue with a volume of a few hundred/week • SEO A/B testing can be very effective • As your user demographics change over time, repeating old tests can lead to new insights.
  • 24. Hiring the right people • Analytical • Gets shit done • Curious – asks why? • Finds new ways to do things – asks why not? • Prior growth experience is optional
  • 25. Culture • Data trumps opinions • Set ambitious goals • Move fast • Learn continuously • Celebrate wins
  • 26. “Don't be satisfied with stories, how things have gone with others. Unfold your own myth” Final thought I’d leave you with… Rumi
  • 27. Thank you! Aatif Awan Vice President, Growth & International Products at LinkedIn www.linkedin.com/in/aatifawan aatif_awan

Editor's Notes

  1. Photo credit: https://www.flickr.com/photos/tripletsisters/6795243547
  2. Not always possible to get down to one for the company but make sure each team has