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Building a Community of Half a Billion by Aatif Awan, VP Growth, LinkedIn
LinkedIn grew from 500,000 members in 2003 to over 500 million members in 2016 through focusing on quality growth over quantity and investing in multiple scalable growth channels. The company identified viral growth through member connections and search engine optimization of profiles as its initial core growth channels. LinkedIn also emphasized continuous experimentation through A/B testing of new growth strategies and prioritizing efforts based on their potential impact on the core goal of creating economic opportunities for members.
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Building a Community of Half a Billion by Aatif Awan, VP Growth, LinkedIn
- 1. How LinkedIn Builta Community of Half a Billion Aatif Awan Vice President, Growth & International Products at LinkedIn www.linkedin.com/in/aatifawan aatif_awan
- 2. 201720162015201420132012201120102009200820072006200520042003 What was itlike before LinkedIn?
- 3. 1000x LinkedIn Grew from500K to 500 Million in 13 years
- 4. About me • VPGrowth, 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 20032004200520062007200820092010201120122013201420152016 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 OrganizationToday Discovery (SEO) & Onboarding Network Growth Notifications & Communications Core Growth China India New Markets (Germay, Japan, Healthcare) International & Segment Growth Experimentation Reporting Standardization Data Products
- 11.
- 12. Ignore the hypeabout 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 learnedalong the way
- 15. Growth is aboutaccelerating 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 NorthStar 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 comesfirst, 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 neededto 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 multiplescalable 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 GrowthChannels • 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 eachChannel 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 impacton 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 rightpeople • Analytical • Gets shit done • Curious – asks why? • Finds new ways to do things – asks why not? • Prior growth experience is optional
- 25. Culture • Data trumpsopinions • Set ambitious goals • Move fast • Learn continuously • Celebrate wins
- 26. “Don't be satisfiedwith stories, how things have gone with others. Unfold your own myth” Final thought I’d leave you with… Rumi
- 27. Thank you! Aatif Awan VicePresident, Growth & International Products at LinkedIn www.linkedin.com/in/aatifawan aatif_awan