Capgemini Super Techies Show Season 2: The LinkedIn Challenge Presentation

Capgemini Super Techies Show Season 2: The LinkedIn Challenge Presentation

• 1.
  The LinkedIn Challenge Leveragetechnology to optimize LinkedIn’s marketing and product strategy to accelerate its mission of making Indian professionals more productive and successful
• 2.
  The Facts • World’slargest professional network • 238,000,000+ members globally • 21M+ members in India 8M+ CANADA 57M+ EUROPE 42M+ APAC 84M+ USA 21M+ INDIA 13M+ BRAZIL 4M+ AUSTRALIA
• 3.
  Background on Challenge Inits line of business: • LinkedIn has realized that professionals come in all shapes and sizes • It also faces the complexity of an emerging market like India with different market dynamics, varied cultural nuances across the country, and differential access to technology and information
• 4.
  Background on Challenge Examplesof complexities unique to India include: • Different market dynamics (e.g. 50% of population under 30, greater individual competition, varied languages, long commutes leading to expectations of being available on-the-go, etc.) • Different modes of access (e.g. mobile vs. desktop) • Different levels of knowledge (both technical and internet/social) • Different patterns of tech adoption (e.g. basic phones vs. smartphones)
• 5.
  The Problem There aremany questions to tackle and various different ways to solve them There maybe several different ways to express one’s ‘professional identity’ and many different ‘use-cases’ relevant to reach and engage Indian professionals spread out across the country
• 6.
  The Challenge Statement Leveragetechnology to optimize LinkedIn’s marketing and product strategy to accelerate its mission of making Indian professionals more productive and successful
• 7.
  The Challenge Statement- Details The challenge is all about: • Prioritizing among the various professional segments in India • Leveraging new technology trends (e.g. Big Data and Analytics, SoLoMo, cloud, web apps/HTML5, etc.) in those segments to explore levers that will help LinkedIn: o Accelerate awareness levels of its rich feature-set o Drive easier ways to adopt them o Enable new ways to express one’s professional identity to accelerate LinkedIn’s impact on the lives of Indian professionals and, thereby, achieve its mission (“Connect the world’s professionals to make them more productive and successful”) even faster
• 8.
  The Challenge Statement- Details Here are some sample questions you may want to ask yourselves as you try and better understand the challenge and frame your response: • • • • • • • Are there large portions/segments of Indian professionals that are not being addressed by or not leveraging social media and professional networking today? If yes, why? Where do people go for professional information today? What do they like about that channel and how can LinkedIn replicate the benefits it offers online? Are there access or knowledge barriers that prevent easy usage? How can these barriers be overcome? Does “what is relevant” (professionally speaking) change by city, industry, age group, etc? Which other pieces of information will help develop a more holistic view of LinkedIn for professionals? Are parts of the current LinkedIn experience confusing or complicated? How can it simplify these parts? What methods of user education and engagement have been successful for other online properties?
• 9.
  The Challenge Statement- Details Measures of Success By design, LinkedIn has intentionally left the challenge statement expansive so you have a broad enough canvas to play with. However, while that may mean the constructs of your answer can vary from each other, evaluation of the solution will be objective and based on the following framework: IMPACT/BENEFIT (over ~2-3 yr horizon) # of profs impacted * Avg PVs per prof Speed to market NOTE: While your answers may not have exact quantification, the more important part is the logic behind your thinking. Being able to use it to get to rough ballparks would be even better COST • Cost efficiency of solution • Technical feasibility
• 10.
  Important Points toRemember • LinkedIn is a very members-first organization so your creativity should be bound by ensuring a quality, clutter-free user experience • LinkedIn aspires to be, and is already on its way to become, the professional publishing platform and daily professional dashboard for every professional • Being a consumer internet company, LinkedIn believes in solving problems at scale (as opposed to relying on too much manual intervention) • LinkedIn seeks 10x leverage in everything it does (meaning that it likes to be able to reuse and tweak features, tools, etc.) • LinkedIn is in the quality game, not quantity, so relevance is its secret sauce; further, LinkedIn has developed core competencies in Big Data Analytics that you can assume • LinkedIn has many different assets (e.g., Slideshare, Pulse) already accessible to it but equally believes in striking partnerships with the right partners who can assist in its mission