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Data Driven University’s objective is to empower LI leaders to effectively:

• Prioritize product efforts

• Communicate effectively

• Crack business problems

Welcome to DDU 3

1

2

Accelerate the career trajectory of our top performers

3

1

Use this to replace

slides 2 & 3

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Executive summary Extensive customer research has validated a key opportunity for

LinkedIn to sell products to sales people– Sales users massively over-index in usage of our site, particularly search and

profile views

– Sales users also over-index in current propensity to buy a premium subscription

– Consistent survey feedback that sales people want more LinkedIn premium solutions

Objective of today’s meeting is to get input from product executive on the direction of LinkedIn monetization products for sales.

– What features should we build to support sales prospecting activity?

– What tools can we build to enhance sales intelligence use case of LinkedIn?

– How (if at all) should LinkedIn integrate with other sales work flow tools?

Prioritized set of features we propose to build are:1. Org map view of profiles

2. Integration with SFDC

3. Lead list builder

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Use this to replace slides

38 & 39

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#2 -- Logic tree example 2

How to improve InMail response rate?

Make it easy for recipient to respond

Target InMails to users most likely to respond

Make InMail content more compelling

Take friction out of reply process e.g. Remailer

Increase visibility of notifications of InMail

Help senders to compose more compelling messages

Add content to InMails that make them more compelling

Show sender profiles of people most likely to respond

Indicate to sender users that are not likely to respond

Define Structure Prioritize

3

Use this to replace slides

74,81

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Finding the right data

Telling a story with data

4

Finding data & sharing data insightsUse the following

slides for the section on

telling story with data

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Avg hires impacted % by products used

Hires Impacted % by Products Used

5

Excludes recruiter/staffing firms, new clients, and clients with college jobs. Recruiter Impact excluded.

Hires Impacted in March 2012

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Seats and Slots only Seats and Slots + Career Page

Seats and Slots+ Career Page and

Work With Us

0%

5%

10%

15%

20%

25%

30%

35%

17%

22%

30%

For Hiring Solutions clients, the LinkedIn Solution nearly doubles impact to hiring

% of client hires impacted by LinkedIn Solution

1.8x impact than seats/slots alone

*** for clients with over 100 hires/year

The LinkedIn Solution

Hires Impacted in March 2012

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Target Market Selection

Today’s focus: effective data-driven communications

What we will cover:

▪Anatomy of a good chart

▪Steps for determining what to put on the page

▪A chance to critique yourself and your friends

▪Quick individual exercises

▪Checklist of “tips and tricks”

“What do you mean, what does it mean?”

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Target Market Selection

Isn’t this just “advanced common sense”?

Yes, but…

▪Powerpoint is one of the primary tools we use to communicate our findings with our business partners

▪Slides are one of our most visible outputs throughout the company and tend to be what we “leave behind” as the answer (especially with execs)

▪Clearly communicating the answer is as important as getting to the answer in the first place

▪Does this sound familiar?: “This is great analysis…now, what does it tell me?”

▪It does not take more time to create a clear and concise slide

▪And, [ahem] not all of our slides are clear

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Target Market Selection

The basic anatomy of a clear chart

5

Research indicates [Company X]’s brand is strong

Consumer survey resultsPercent Consumer quotes

15

50

65

70

80

Company X's brand is one thatanyone would buy

Company X's brand is one that I trust

Company X's brand is one that I have not heard of

Company X's brand is one thatI associate with cool people1

Company X's brand is one that I think is fun

Today’s focus

I only purchase this brand, I don’t trust any other to fulfill my needs

I bring this brand out whenever I want to have a good time with my friends

All of the really hip people at school use this brand, I feel hip when I use it, too

1 This question was not asked at all groups

Source: Brand survey conducted by Acme Research, November 2011

Message title:States your interpretation of the presented data (ideally), or at least states the topic of the data presented

Exhibit title:Describes the subject of the chart (including unit of measure)

Footnote (when appropriate):Linked to single chart element (note: best for printed presentations)

Legend (when necessary):Describes the meaning of shading

Source (when necessary):Gives credibility to data, allows others to find original reference if necessary

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Target Market Selection

Three simple steps to follow

1 Decide on the key message you are makinga.k.a. the “so what” of the analysis

2 Pick the data and chart that best makes the pointWhat key elements are you trying to compare?

3 Then, fire up Powerpoint and make the slideNote: the last step, not the first

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A simplified example: what is the “so what”?

Sales by Product, $000

Product

A B C Total

Jan 88 26 7 121

Feb 94 30 8 132

Mar 103 36 8 147

Apr 113 39 7 159

May 122 40 13 175

Answer #1:

Sales have risen steadily since January

Answer #2:

YTD, Product A has accounted for more than 70% of total sales

YTD 520 171 43 734

Answer #3:

Product C sales nearly doubled from April to May

Once you’ve decided on the key message, then select the critical data and the right

graphic that best makes the point

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#1 TABLET

NOW− v 1.0 :: Late February

NEXT− Android support

− Project Engage (deferred features)

− Advertising Test

THESIS: Steep growth, potential laptop substitute

GROW

1 2 3 4 5 6 7 8 9 10110

200,000

400,000

600,000

800,000

1,000,000

250+% growthin 2011

Weekly iPad Visits to linkedin.com

iPhoneweekly!

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Once Occasionally Monthly Biweekly Weekly Almost Daily Daily0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

6%

20%

34%

50%60%

68% 71%

12%

12%

12%

10%

9%

6%5%

52%

35%

24%

13%

8%

6% 7%6%

13% 10% 8% 5%

8%7% 5%5% 5% 6% 6% 6% 5%

6%

7%

9%11%

All Others

Invitation Acceptance

Invitation Reminder

LI Today

Consumer Marketing

NUS Digest

M2M Messages

Invitations

Groups - Other

Groups Digest

Breakdown of email received per month by engagement categoryPercent (during June 2011)

Average #received 5 9 15 29 49 94 162

Groups

User Initiated

LinkedIn Initiated

Follow-Up to User Action

Group emails dominate messages sent to engaged users

Note: based on email sent June 2011, does not include new or “burstly” users 13

14Base: Chart 1 All n=506

Have you ever contacted your customer service representative about LinkedIn Premium?

In general, subscribers who contacted customer service have higher NPS…due to excellent interactions

Poor (0-2) Excellent (8-10)

21%

79%

Yes No

Customer Service

NPS=29

NPS=13

Ability to resolve your issue to your satisfac-tion

Representative's knowledge of LinkedIn products and services

Speed of response / resolution

Overall satisfaction with the customer service

53%

54%

49%

48%

13%

8%

14%

11%

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Telling a story with data

What is the So What?

What problem am I trying to solve?

How do I communicate my story?

What backup evidence do I need?

How can I make sure my audience follows my story?

16

Always use action titles to tell your story

Frame the data right so it speaks for itself

Simplify, simplify: 1-2 messages per slide

What’s the so what? Keep your audience in mind

Goal of this session: Let your insights speak for themselves

Take the guess work out:The 10 second rule

Can you look at a data slide for 10 seconds and see what it’s telling you?

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Question: how would you show the impact of installing LinkedIn’s mobile app in terms of PVs?

Review the data in the next 2 pages

Then, write one page with your conclusions

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Data (1/2)

On average, a unique (including non-users of mobile) does 66.5 pageviews in 30 days

Product Analytics team has demonstrated that the Avg Excess1 seasonal pageviews after download of the mobile app = 101.9

Avg Excess seasonal pageviews before download = 87.6

On average, a mobile user does 76.0 mobile pageviews in the first 30 days

T-test and Wilcoxon tests show this is statistically significant, implying that on average, starting to use mobile generates ~0.5 desktop views per day

Also, analysis clearly shows that the mobile user group is more engaged than the overall user base

1: Excess means “above the average PVs of all users”

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Data (2/2)Unique Members

Avg invites sent 30 Days Before First Use of Mobile

Avg invites sent 30 Days After First Use of Mobile

Sent invites in both periods 7.46MM 11.13 20.41

Number of viral PVs driven by each invite

2.3

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Example of a compelling chart

20

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Mobile users drive ~4X PVs than average users

Average pageviews of mobile users, before download

Average pageviews of all users

Average pageviews after downloading the mobile app

4x

2.3x

...including viral effects

Members who download the mobile app already heavy site users – with 2.3x the PVs of an average user

Viral effects include the additional PVs caused by incremental invites done by mobile users

Pageviews (desktop and mobile) per member per month

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Average pageviews of all users

4x

2.3x

...including viral effects

Average pageviews after downloading the mobile app

Average pageviews of mobile users, before download

Members who download the mobile app already heavy site users – with 2.3x the engagement of an average user

Small viral effect (21 pageviews) caused by incremental invites done by mobile users

Pageviews (desktop and mobile) per member per month

Note: T-test and Wilcoxon tests show values are statistically significantSource: LI Product Analytics

Notes and sources

Rounded numbers

Chart description and units

2-3 explanation points or secondary takeaways

Primary takeaway

No abbreviations if not absolutely necessary

Mobile users drive ~4X PVs than average users

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14

Mobile PV

2.3x

+72%

Total

76

88

Viral PVs driven by incremental invites

Avg. desktop

PVs of avg. users

21

Incremental desktop PVs after get app

App download

Members who download the mobile app already heavy site users – with 2.3x the PVs of an average user

Downloading the app increases PVs by 110, 14 of which are incremental web PVs

Note: T-test and Wilcoxon tests show values are statistically significantSource: LI Product Analytics

Avg. desktop PVs, before get app

Mobile users drive ~4X PVs than average users

Pageviews (desktop and mobile) per member, 30 days before and after downloading app

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Mobile users view 3.6% more pages per month on the desktop

1: Analysis covers iPhone app users only. Partial seasonal adjustment because of limited data available. Analysis tracks users who installed the app between Sept and Nov 2011 in the 6-9 months since mobile adoption on www usage (February 2012 through May 2012)

Change in visit frequency on www

Percent

Change in PV/visit on www

Percent

Long Term Impact of mobile use on www page views (6-9 months after installation of the mobile app, iPhone users only)

Modest impact of iPhone mobile use on page visits

Current hypothesis is that unlike Facebook, LinkedIn’s mobile users are among our most engaged users and are not yet prone to substituting

Change in PV/ month on www

Percent

3.6

Good slide; however, complex content to convey

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1Q: Do members who use mobile use the www site less?A: Not yet. Mobile users actually “visit less but do more”. We should however continue to monitor impact.

1: Analysis covers iPhone app users only. Partial seasonal adjustment because of limited data available. Analysis tracks users who installed the app between Sept and Nov 2011 in the 6-9 months since mobile adoption on www usage (February 2012 through May 2012)

X days + 3.1%

X days

When members use the iPhone app or touch, they visit the www site 3.1% less frequently…

…but they view 6.8% more pages on that visit

Y PVs / visit

6.8% more PVs / visit

Net impact: 3.6% more PVs

Better slide: clear statement of question we are answering and depiction of what happens

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Question: how would you show the willingness of people to share their personal information with their coworkers and the broader company?

What is the key insight?

Review the data in the next page

Then, write one chart with your conclusions

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[Q9] What types of information would you be willing to share with your coworkers?For "Skills" Rep 1-10 employees 11-50 employees 51-200 employees 201-500 employees 501-1,000 employees 1,001-5,000 employees 5,001-10,000 employees More than 10,000 employeesTotal 2556 100% 282 100% 270 100% 319 100% 367 100% 285 100% 367 100% 236 100% 358 100%I would not want to share this 92 4% 10 4% 11 4% 16 5% 14 4% 9 3% 10 3% 6 3% 11 3%I would share only with people in my team/department461 18% C 44 16% c 29 11% 67 21% bCI 73 20% Ci 59 21% Ci 79 22% bCI 42 18% C 53 15%I would share this with my entire company 2003 78% d 228 81% D 230 85% ADEFG 236 74% 280 76% 217 76% 278 76% 188 80% 294 82% DefG

For "Interests / groups and associations I am a part of / volunteer causes"Rep 1-10 employees 11-50 employees 51-200 employees 201-500 employees 501-1,000 employees 1,001-5,000 employees 5,001-10,000 employees More than 10,000 employeesTotal 2556 100% 282 100% 270 100% 319 100% 367 100% 285 100% 367 100% 236 100% 358 100%I would not want to share this 448 18% 41 15% 43 16% 60 19% 72 20% b 56 20% 62 17% 38 16% 63 18%I would share only with people in my team/department819 32% B 72 26% 83 31% 104 33% b 112 31% 94 33% b 119 32% b 84 36% B 131 37% aBeI would share this with my entire company 1289 50% 169 60% ADEFGHI 144 53% i 155 49% 183 50% 135 47% 186 51% 114 48% 164 46%

For "My social media updates, tweets & blogs"Rep 1-10 employees 11-50 employees 51-200 employees 201-500 employees 501-1,000 employees 1,001-5,000 employees 5,001-10,000 employees More than 10,000 employeesTotal 2556 100% 282 100% 270 100% 319 100% 367 100% 285 100% 367 100% 236 100% 358 100%I would not want to share this 1403 55% B 116 41% 143 53% B 179 56% B 199 54% B 160 56% B 222 60% ABce 148 63% ABCE 203 57% BI would share only with people in my team/department618 24% 67 24% 61 23% 77 24% 91 25% 79 28% 86 23% 52 22% 86 24%I would share this with my entire company 535 21% fGH 99 35% ACDEFGHI 66 24% FGH 63 20% 77 21% gh 46 16% 59 16% 36 15% 69 19%

For "My Instant Messaging availability (e.g., "busy")"Rep 1-10 employees 11-50 employees 51-200 employees 201-500 employees 501-1,000 employees 1,001-5,000 employees 5,001-10,000 employees More than 10,000 employeesTotal 2556 100% 282 100% 270 100% 319 100% 367 100% 285 100% 367 100% 236 100% 358 100%I would not want to share this 878 34% I 113 40% aeGhI 97 36% I 124 39% GI 123 34% I 104 36% I 116 32% i 78 33% I 91 25%I would share only with people in my team/department725 28% B 63 22% 70 26% 99 31% B 104 28% b 81 28% b 118 32% Bc 70 30% b 99 28%I would share this with my entire company 953 37% D 106 38% d 103 38% D 96 30% 140 38% D 100 35% 133 36% d 88 37% d 168 47% ABCDEFGH

For "My professional connections (e.g., from a site like LinkedIn or Xing)"Rep 1-10 employees 11-50 employees 51-200 employees 201-500 employees 501-1,000 employees 1,001-5,000 employees 5,001-10,000 employees More than 10,000 employeesTotal 2556 100% 282 100% 270 100% 319 100% 367 100% 285 100% 367 100% 236 100% 358 100%I would not want to share this 545 21% Bc 46 16% 44 16% 68 21% 95 26% ABCf 58 20% 79 22% bc 57 24% BC 87 24% BCI would share only with people in my team/department853 33% 83 29% 93 34% 108 34% 115 31% 114 40% ABEGi 116 32% 81 34% 118 33%I would share this with my entire company 1158 45% f 153 54% ADEFgHI 133 49% Fh 143 45% 157 43% 113 40% 172 47% f 98 42% 153 43%

For "My personal connections (e.g., from a site like Facebook)"Rep 1-10 employees 11-50 employees 51-200 employees 201-500 employees 501-1,000 employees 1,001-5,000 employees 5,001-10,000 employees More than 10,000 employeesTotal 2556 100% 282 100% 270 100% 319 100% 367 100% 285 100% 367 100% 236 100% 358 100%I would not want to share this 1872 73% 195 69% 189 70% 229 72% 266 72% 215 75% b 280 76% Bc 187 79% ABCDe 268 75%I would share only with people in my team/department418 16% 48 17% 39 14% 59 18% h 62 17% 51 18% 58 16% 31 13% 51 14%I would share this with my entire company 266 10% F 39 14% aFGH 42 16% ADeFGHi 31 10% 39 11% f 19 7% 29 8% 18 8% 39 11% f

For "Professional opportunities I am interested in (e.g., new ventures)"Rep 1-10 employees 11-50 employees 51-200 employees 201-500 employees 501-1,000 employees 1,001-5,000 employees 5,001-10,000 employees More than 10,000 employeesTotal 2556 100% 282 100% 270 100% 319 100% 367 100% 285 100% 367 100% 236 100% 358 100%I would not want to share this 1139 45% B 98 35% 119 44% B 159 50% aBi 163 44% B 137 48% B 182 50% aBi 113 48% B 155 43% BI would share only with people in my team/department661 26% b 58 21% 71 26% 76 24% 99 27% b 90 32% ABDHi 99 27% b 56 24% 91 25%I would share this with my entire company 756 30% FG 126 45% ACDEFGHI 80 30% Fg 84 26% f 105 29% F 58 20% 86 23% 67 28% F 112 31% FG

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Example of a compelling chart

28

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~80% of respondents would share professional connections with their company, only 26% would share their personal connections

Source: Linkedin Research Network; Survey Dec 2011

What types of information would you be willing to share with your coworkers?

Percent of respondents N = 2556

My personal connections (e.g., from a site like Facebook) 73%

My social media updates, tweets & blogs 55%

Professional opportunities I am interested in 45%

My Instant Messaging availability (e.g., "busy") 35%

My professional connections (e.g., from a LinkedIn) 22%

Interests / groups and associations I am a part of 18%

Skills 4%

With entire company

Only with people inside my team

Not share

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▪ Always have a key takeaway

▪ Make sure the takeaway actually follows from the information on the chart

▪ Select a clear, intuitive graphic

Charts should have titles explaining the informationand labels explaining the units1

1 Include any footnotes required to properly interpret the chartSource: Data charts should always cite the source of the information (where appropriate)

▪ Be careful with scale10.0

9.9

20112010

Huge growth!

Impact

Ea

se

Best?

▪ Organize text – bucket where possible

TEXT▪ TextTextTextTextTextTe

xtTextTextTextTextTextTextTextTextTextTextTextTextTextTextText

Lead should state the governing message of the page

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Less is more

Final thoughts: a checklist of things to remember

Keep messages simple. Ideally one message per page. Try aiming for at least 14+ font size to force yourself to use fewer words.

Only show the data necessary to make your point, no matter how “interesting” the other analysis may be.

Avoid false precision. Is the market estimate really $12.24B, or is it $12B?

Avoid qualifiers. “It appears if…”, “Maybe…”, “It may be…” Just say it.

Whitespace is your friend. Charts need some breathing room…think Google+ homepage, not ours (or at least not yet).

Be wary of consulting styles that don’t “feel” like LinkedIn. CYA stickers, “Team Analysis” source, moons, complicated trackers, etc.

Note sources on slides, especially for 3rd party information. Sufficient for someone to track it down (i.e., source, name of report, and date).

Footnote non-common acronyms. Your slide should not be a pop quiz on what VOTPAV, WWU, and BIJJLI stand for.

Traceability

Ex-consultants: take note!

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