growth lessonsgrowth lessons · principal product manager international at linkedin send message...

Growth LessonsGrowth LessonsNico Posner

1

1stNico PosnerPrincipal Product Manager International at LinkedIn

www.LinkedIn.comSend Message View Profile

Principal Product Manager, International at LinkedInSan Francisco Bay Area | Internet

2

The world’s largest professional networkOver 60% of members are now internationalOver 60% of members are now international

150M+* 75%**

90 Fortune 100 Companies use LinkedIn to hire

55 Countries represented in member base

200+32

member base

162 4

8

17

2004 2005 2006 2007 2008 2009 2010

***

Currencies supported

16

3

2004 2005 2006 2007 2008 2009 2010

LinkedIn Members (Millions) *as of February 9, 2012

**as of September 30, 2011***as of March 15, 2012

Looking forward, adjusting business model to suitRevenue model needs to evolveRevenue model needs to evolve

150M+***100%

90

00%Fortune 500 Companies Have executives on LinkedIn

55 16Offices outside of USA

***

32

52 4

8

17

2004 2005 2006 2007 2008 2009 2010

Primary Business Regions:US, LATAM & Brazil,

EMEA, APAC

5

4

2004 2005 2006 2007 2008 2009 2010

LinkedIn Members (Millions) *as of February 9, 2012

**as of September 30, 2011***as of March 15, 2012

The power of LinkedIn’s network effectsp

Member growth and engagement

Relevant and Critical massvaluable products & services

Critical massof dataTechnology

platform

5

Avoid fear of failure

6

Going Global - Earning Your Way Up

“English only” 16 languages

16

14 16

1 1 1 1 2 3 5

2004 2005 2006 2007 2008 2009 2010 2011 2012

Li k dI I t f L

7

LinkedIn Interface Languages

Changing perceptions…Turning i18n into a corporate asset vs cost centerTurning i18n into a corporate asset vs. cost center

8

Different ways to measure success

Revenue $$$New member growthNew member growthActive Users / Page ViewsMarket shareMarket shareBrand awarenessMore…

9

Evolving Technology Platform

OLD: Simultaneous launch in all languages (bottleneck!)NEW: Frameworks that scale (flexible!)NEW: Frameworks that scale (flexible!)

ENGLISH TMENGLISH source

TM

16 Non-EN16 Non EN

10

Evolving Technology Platform

OLD: Simultaneous launch in all languages (bottleneck!)NEW: Frameworks that scale (flexible!)NEW: Frameworks that scale (flexible!)

ENGLISH TMENGLISH source

TM

16 Non-EN16 Non EN

11

Other factors

LegalCustomer supportCustomer supportMore users vs more features... Tradeoffs!Tradeoffs!

12

Summary – Key factors to consider

There is no one right modelTest validate iterateTest, validate, iterateMake data driven decisionsFocus on getting key stakeholders on boardFocus on getting key stakeholders on board

13

Questions?

14