Linden Lab: Crossing the ChasmLinkedIn Corp 2009

Linden Lab: Crossing the ChasmLinkedIn Corp 2009

MIS 503Brian Mennecke

Linden LabLinden Lab

• What was the vision?– Where did it come from– Why was this important?

• How did they make the vision reality?– What did Rosedale need?– Who did Rosedale need?

• What is the mission statement for the organization?

Linden LabLinden Lab

• What is Second Life?– How does it differ from other video games?– How is it the same?

• What makes Second Life so popular?– What is the objective of the game?– What can people do there?

Linden LabLinden Lab

• What are some of the barriers to potential growth?– What is the current model and how might it

need to change?– What would Porter have to say about the

company’s competitive position?

Linden LabLinden Lab

• Compare Linden Lab to Facebook– What are the differences?– What are the similarities?– Who do you think will win in the long run?

• Over 150 million users in more than 200 countries

• Mission Statement from TOS

– The mission of LinkedIn is to connect the world’s professionals to enable them to be more productive and successful. To achieve our Mission, we make services available through our website, mobile applications, and developer platform, to help you, your connections, and millions of other professionals meet, exchange ideas, learn, make deals, find opportunities or employees, work, and make decisions in a network of trusted relationships and groups.

LinkedinLinkedin

LinkedInLinkedIn

• What is the nature of SNS and PNS?

• What issues arise due to Network Externalities?

• What is the issue raised by applications and platforms?

What is the social space like?What is the social space like?

Facebook vs. MySpaceFacebook vs. MySpace

LinkedinLinkedin

LinkedInLinkedIn

• What is the history of LinkedIn?– How does this firm fit into the timeline relative

to other SNS/PNS firms?– Are they an early, mid, or late entrant?

• Who is in their space?– Other SNS– Other PNS– Hybrids

• What unique competencies and advantages does LinkedIn have?

• What threats lie in their path?

• How can they defend their turf?

LinkedInLinkedIn

• What should they do?– Social SNS– Corporate path– Strictly PNS

What did they do?What did they do?

• In 2009, they opened the walled garden– Work Collaboratively with your network (e.g.,

Huddle on LinkedIn)– Share information and keep up to date with your

network (e.g., TripIt or Amazon)– Present yourself and your work in new ways

(e.g., Slideshare, Wordpress)– Gain key insights that will make you more

effective (e.g., Company Buzz)