Level: Slightly Technical Best for: Marketing Researchers, Economists & Social Media Analysts Designed for: LinkedIn Presented at: LinkedIn Day Riyadh (February 2014) Presented by: Mohammed AlModhayan This presentation sheds the light on the importance of localizing LinkedIn insights (instead of taking LinkedIn reports for granted). Through the presentation you will: (1) understand the difference between universal LinkedIn insights and localized LinkedIn insight. (2) understand how to localized your LinkedIn insights (from any part of the world). (3) understand the uses of localizing LinkedIn insights in marketing research and economic research (e.g. SWOT analysis, Competitive Landscape Analysis, Labor Market Studies, etc.) Hope you enjoy and make use of the contents of this presentation. Best regards, Mohammed AlModhayan

1. LOCALIZATION OF LINKEDIN’S INSIGHTS
#LinkedInDayRiyadh #Februar y2014
P R E S E N T E D B Y: M O H A M M E D A L M O D H A Y A N
THIS PRESENTATION WAS PREPARED TO BE PRESENTED AT THE LINKEDIN DAY RIYADH – FEBRUARY 2014

2. WHICH OF THREE SEEMS TO BE INVESTING MORE ON
TALENT?
Rank the three companies and write down your answer on a small piece of
paper. You’ll need your answers later

3. HOW WOULD YOU RANK THE THREE BANKS IN TERMS OF
QUALITY OF SERVICE?
Again, rank the three companies and write down your answer on a small
piece of paper. You’ll need your answers later

4. INDUSTRY CATEGORIES IN LINKEDIN
LinkedIn categorizes companies into
17 industries. Very useful
categorization system when
comparing a country with the rest of
the world.
World
USA
India
Brazil
Australia
Germany
Saudi Arabia
Japan

5. TOP 5 INDUSTRIES IN SAUDI ARABIA
MANUFACTURING
CONSUMER GOODS
CORPORATE
HIGH TECH
CONSTRUCTION
However, when looking at breakdown of one country’s companies in using LinkedIn’s
categorization, findings won’t necessary will be a fair representation of a country’s
economic landscape.
For instance, Saudi Arabia and Japan share 4 out of top 5 industries.
Hence, localization of LinkedIn’s data is required.

6. THE SAUDIZATION (LOCALIZATION/REGIONALIZATION) OF
LINKEDIN’S INSIGHTS
Further processing of
LinkedIn’s data is surely
needed to localize
Hence, TMD added
additional local data layers
from local financial
information sources such
as Tadawul, Argaam, Gulf
Base and Derayah.
TMD was able to
restructure LinkedIn
country insights to better
match Saudi Arabia’s
economic landscape.

7. CALCULATING LINKEDIN PENETRATION IN A COMPANY
To localize LinkedIn’s insights, you will need to calculate LinkedIn’s
penetration in a company.
In fact, you will need to calculate it for all company’s that are
publically listed in your local secondary markets.
Keep in mind, doing so will keep certain privately owned blue chips
or government owned blue chips out of your insights. You are free to
add them.
Note: In our attempt to localize Saudi Arabia’s insights, we
intentionally did not include privately/Government owned
companies like Aramco, Saudi Airlines, NCB, Olayan Group, etc.
Calculation is explained in the next 3 pages…

8. CALCULATING LINKEDIN PENETRATION IN A COMPANY
Step 1: Get the total number of employees of a publically listed company by
visiting the company’s profile in any local/regional financial portal.
30,000 Employees in SABIC
(as per SABIC’s 2012 financial statements submission)

9. CALCULATING LINKEDIN PENETRATION IN A COMPANY
Step 2: Get the total number of LinkedIn members that work at the
publically listed company by visiting the company’s LinkedIn page
16,613 members in LinkedIn that currently work at SABIC (February 2014)

10. CALCULATING LINKEDIN PENETRATION IN A COMPANY
16,613
LinkedIn members
currently working
at SABIC
/
30,000
SABIC
Employees
= 55%
55% of SABIC’s employees can be found on LinkedIn

11. 55%
50%
45%
LINKEDIN PENETRATION ACROSS TADAWUL SECTORS
40%
35%
30%
25%
20%
15%
10%
5%
0%
After calculating LinkedIn penetration of
each publically listed Saudi company,
we were able to sum up company
penetrations into sector penetrations.
And this is the final ranking of Tadawul’s
sectors on LinkedIn.

12. LINKEDIN PENETRATION ACROSS THE THREE TELECOM
COMPANIES MENTIONED IN OUR QUESTIONS
Go back to your answers and see if they match with the penetrations below.
71%
30%
86%

13. LINKEDIN PENETRATION ACROSS THE THREE BANKS
MENTIONED IN OUR QUESTIONS
Go back to your answers and see if they match with the penetrations below.
12%
56%
30%

14. 65%
60%
55%
50%
SAUDI BANKS ON LINKEDIN
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
To further demonstrate how localization
of LinkedIn’s insights can be useful, we
attempted to localize LinkedIn’s insights
for the Saudi banking sector.

15. 80%
SAUDI BANKS ON LINKEDIN
LINKEDIN PENETRATION
70%
60%
Conducting a simple regression
analysis, regressing penetration versus
average annual salaries.
We have spot a strong positive
correlation between salary and
penetration.
In other words, there’s a higher
chance of having a costly payroll when
hiring professionals that are present
on LinkedIn.
Is that a bad thing?
No, next pages will demonstrate why…
50%
40%
30%
20%
10%
0%
0
50,000
100,000
150,000
200,000
250,000
300,000
ANNUAL SALARY (IN SAUDI RIYALS)
350,000
400,000

16. 80%
SAUDI BANKS ON LINKEDIN
LINKEDIN PENETRATION
70%
60%
50%
40%
30%
20%
10%
Another simple regression analysis,
regressing penetration versus profit
margins.
We have spot a positive correlation
between profit margin and
penetration.
In other words, there’s a higher
chance of being profitable when hiring
professionals that are present on
LinkedIn.
So does having a costly payroll is a bad
thing?
So far no. See next page for further
demonstration…
0%
0%
10%
20%
30%
40%
PROFIT MARGIN
50%
60%
70%

17. 80%
SAUDI BANKS ON LINKEDIN
LINKEDIN PENETRATION
70%
60%
50%
40%
30%
20%
Another simple regression
analysis, regressing
penetration versus expense
ratios.
We have spot a negative
correlation between
expense ratios and
penetration.
In other words, there’s a
higher chance of being
capital efficient when
hiring professionals that
are present on LinkedIn.
10%
0%
0%
1%
1%
2%
2%
EXPENSE RATIO
3%
3%
4%

18. THERE’S MORE OUT THERE TO
RULE: Regionalize/Localize data, just DON’T take LinkedIn’s reports for
granted
PROMISE: There’s more to discover out there when localizing insights of
other sectors and regressing penetration with other financial/performance
metrics
TIP: Localized insights can be very useful when conducting SWOT analysis or
Competitive Landscape Analysis
TIP: Use company pages & the targeting tool to get your data.
TECHNICAL TIP: Don’t quite when you reach this “<1,000”, there is a very
smart way of going over it.
TIP: Changes happen faster than you think, always update
PROMISE: Regionalized data WILL be useful when advertising, and WILL get
you more cheap-relevant clicks
TECHNICAL TIP: Don’t target more than 4,000 per campaign
TECHNICAL TIP: Use CPM
FINAL ADVICE: Promote LinkedIn internally, show how to optimize its uses
across departments (HR, Marketing, Business Dev., Management, etc.)

19. FEEL FREE TO CONTACT ME IF YOU HAVE ANY QUESTIONS
IN REGARDS TO THE CONTENT OF THESE SLIDE…
linkedin.com/in/modhayan
+MohammedAlModhayan

20. www.tmd.com.sa
3381 King Abdullah Rd. | Khobar 34623-9003 | Saudi Arabia