linkedin analytics week 11 mkt 9715 baruch mba program prof marshall sponder

LinkedIn Analytics

MKT 9715

Marshall Sponder

LinkedIn's growth is expanding rapidly and pretty

much on a steady slope

http://static1.businessinsider.com/image/52702fffecad04f14d8b4573-1200-924/bii-linkedin-maus-2.png

Revenue is growing the most from Talent Solutions but also from people like

me who have bought Premium Services at up to 100.00 per month (mine)

http://static1.businessinsider.com/image/52703023ecad0425508b4569-1200-924/bii-linkedin-revenue-sources-

3.png

LinkedIn generated $393

million in revenue in the third

quarter 2013.

Revenue from LinkedIn's

recruiting tools, which it

refers to as "Talent

Solutions," grew 10% over

the previous quarter, and

remains the company's

largest money-maker.

http://static1.businessinsider.com/image/52703023ecad0425508b4569-1200-924/bii-linkedin-revenue-sources-3.png

LinkedIn's usage (when members use the site - how deeply do they engage)

has also tripled in the last 3 years

http://screencast.com/t/gkxSngXkv this is from Excel Spreadsheet that is downloadable from BI

Social Media Demographics of Linkedin

https://intelligence.businessinsider.com/social-media-demographics-the-identity-of-each-major-social-network-

2013-9?

LinkedIn is preferred for professional social

media activities. It has the advantage of being

the place for white-collar professionals to

network, meaning its population is highly

desirable since it is a high-income and highly

educated user base.

LinkedIn members are becoming more and more

engaged, viewing 63% more pages on the

mobile and desktop versions of the site in 2013's

first quarter than during the same quarter in

2012, according to Daniel Roth, LinkedIn's

executive editor.

As more users linger on LinkedIn to consume

content, business-to-business marketers have a

real chance to gain a slice of that attention, and

to do so in a context that's primed for

professional connections, and populated by

business decision-makers.

According to Quantcast, 61% of LinkedIn's users

are male, and they are more educated than the

average Internet user in the U.S. Ethnically,

LinkedIn is very lopsided, as 80% of its users

were identified by

Marketing Efforts And Increase Sales work better if

Sales person uses Social Media | LinkedIn

https://intelligence.businessinsider.com/welcome?utm_source=House&utm_medium=Edit&utm_term=LI2&utm_

content=link&utm_campaign=BIIMobile

• 24% of salespeople using social media said they

exceeded their sales quotas in 2012, compared to 19%

of non-users, according to a survey of 511 sales

professionals.

• Out of the 21.7% of sales people who do not use social

media, the largest number (45% of the non-users) said

they didn't because they don't understand it. And

among all the respondents, 75% said they were given

no training in the effective use of social media.

• If there is a single social platform sales people should

understand how to use, it's LinkedIn. The power of

LinkedIn as a sales tool is rooted in the access it

provides to information about professionals — where

they work, what type of job they have, and who they

know.

• Senior decision-makers are a tough group to get

through to, but LinkedIn makes it easier to identify and

contact those sales targets.

Incoming traffic to LinkedIn from Sept 2013

http://screencast.com/t/YvkgV9Ln

LinkedIn Traffic - Sept 2013

http://screencast.com/t/GAuATWBwte

The biggest chunk of traffic

is people directly going to

LinkedIn - fairly unusual to

have so much direct traffic

coming to a site.

LinkedIn drove the Professional Networking segment (compete.com) and

accounts for it's 25% rise Y2Y from last year

http://screencast.com/t/ED9Ohrg6

LinkedIn’s Mobile Future: 22 Percent Of Visitors Are

Mobile, In-Stream Ads Coming? | TechCrunch

http://techcrunch.com/2012/05/03/linkedin-mobile-stats-and-ads/

Over a year ago 22% of the usage of

LinkedIn came from mobile devices –

Mobile accounted for 38% of unique visiting

members" in the third quarter, which means

70 million unique visitors accessed the site

on mobile devices according to LinkedIn's

own data.

Leveraging Data: LinkedIn Recruiter Jobs and

Talent Pool Analysis |...

http://www.slideshare.net/linkedin-talent-solutions/leveraging-data-linkedin-recruiter-jobs-and-talent-pool-

analysis-talent-connect-vegas-2013-linkedin

Data can strengthen your

recruiting success. Linkedin found

(based on internal data) some

surprising results on how often

Data Analytics is used in the

recruiting talent industry

The Big Data Analytics Ecosystem at LinkedIn

http://www.slideshare.net/rajappaiyer/the-big-data-analytics-ecosystem

LinkedIn has several data

driven products that

improve the experience of

its users -- whether they

are professionals or

enterprises. Supporting

this is a large

LinkedIn's Data Drive Products and Insights


Overview of the various

components of this

ecosystem which are: -

Hadoop - Teradata - Kafka

- Databus - Camus -

Lumos

LinkedIn Members can access these products by

default


All the products on this slide

are active in all profiles by

default...

LinkedIn Enterprise Solutions include Recruiting, Education Search, Ads and

Sales


The Big Data Analytics Insights that can be derived

from LinkedIn data


From a Business Insights

perspective the LinkedIn

data can be distilled into

actionable insights

because it's already so

structured.

LinkedIn can provide custom analytics such as the migration of workers from one

company to another - but these are not yet available to marketers as an industry

turnkey solution


LinkedIn is run mainly on an Oracle Cloud backend

Linkedin on Linkedin

http://www.slideshare.net/calbear46/linkedin-on-linkedin

Social Marketing Create a Attract an

Engage Presence Audience with

Content

• Company Page

• Targeted Media

• Status Updates

• Groups

• Followers

• Content Ads

AMPLIFY Followers,

Status

Updates,

Plugins,

Sharing,

Recommendation Ads

ANALYZE AND REFINE Data,

Insights and Analytics



Social Selling Find Right

Know What Navigate

Person to Say Best Path

• Adv. Search

• Insights • Networks

• Groups & Signals

• Updates/Signals

• TeamLink

AMPLIFY Followers,

Status Updates,

Plugins,

Sharing,

Recommendations

ANALYZE AND REFINE

Dashboards, Insights


Linkedin must have

developed a "Social

Selling Index" that

provides competitive

industry context to Social

Sales activities - very

interesting and not many

know about this yet.



Linkedin also developed a

"Social Proximity Index"

that does some

"automated rules

prospecting" based on

first, second and third

degree relationships.

Again, these are tools that

most users aren't aware of

- weird.


Social Selling Index Discover how well your

company stacks up!

http://promo.linkedinsocialsellingindex.com/register/

Discover how well your company

stacks up!

LinkedIn’s Social Selling Index is

a first-of-its kind measure that

ranks company utilization of

LinkedIn as a social selling tool.

Gain visibility into your company’s

activities, uncover new

opportunities, and benchmark

yourself against peers and

competitors.

http://screencast.com/t/GR2khQHAr

http://www.slideshare.net/linkedin-talent-solutions/software-engineering-talent-pool-overview

LinkedIn can find the best markets to recruit in


he ability to view over 200 million accounts that are highly structured makes

charts such as this a breeze for LinkedIn to produce

Find more Talent Pool Reports: lnkd.in/TalentDemand

At Monster.com we used use Web Analytics to do

what LinkedIn now easily does with their "Big Data"


While these maps look similar to

what Google Analytics provides

for web traffic, in reality the

charts are much closer to what

Monster.com used to strugle to

produce with Visual Sciences

(now Adoble Site Catalyst)

mashing up several million

records (qualitiative data) with

sophisticated site analytics to

produce gap analysis that were

unparalled at the the time (5

years ago).


Linkedin does skills analysis for specific job

Talent Pool Report

Brand Strategy & ManagementLinkedin is able to produce hiring intelligence

equal to or superior to what Monster.com or Careerbuilder.com did

http://business.linkedin.com/content/dam/business/talent-solutions/global/en_US/site/pdf/datasheets/linkedin-

talent-pool-report-branding-en-us.pdf

In a study involving 247,600

LinkedIn members

• 24,780 recent grads have

joined the workforce

• 61% of branding

professionals are managers

or above

• 1 in 8 changed jobs in the

past 12 months

• Branding professionals in SF

are 2x more likely to be

contacted by a recruiter than

those in Minneapolis

Linkedin is able to do a sophisticated keyword analysis using their own text

analytics tools for any industry segment



LinkedIn's vast trove of structured profile data has given their analytics highly

qualitative information



LinkedIn Social Selling Index Introduction

http://www.slideshare.net/rvonsosen/linkedin-social-selling-index-introduction

Overview of LinkedIn

Sales Solutions and how

the LinkedIn Social Selling

Index can provide insight

on social selling

performance.

The Social Selling Index isn't that

different than other matrixes we've

discussed in class - it's simply a

scoring mechanism scaled to use

LinkedIn's trove to rank companies

on whatever LinkedIn chooses.

In this case, it's social selling, but it

could have been ANYTHING (had

there been interest in expanding out

beyond sales solutions).

LinkedIn Social Selling Index Introduction


Talent Brand Index - see how you employees stack

up with the employees you could have via Linkedin

http://business.linkedin.com/talent-solutions/products/talent-brand-index.html

The question to answer here - is 14% good or bad? What is the right percentage for your business?

Talent Brand Index

See how your brand

stacks up

Quantify and benchmark

your talent brand against

peers. Track changes over

time to measure the

impact of branding

initiatives.

http://business.linkedin.com/talent-solutions/products/talent-brand-index.html

LinkedIn Talent Brand Index

https://www.youtube.com/watch?v=GrCgoUaIFg8

http://talent.linkedin.com/talentbrandind

exLinkedIn

Talent Brand Index helps companies

measure and benchmark their talent

brands.

LinkedIn draws on data from billions of

interactions on LinkedIn to measure

how attractive companies are to

prospective candidates.

Talent Brand Index allows you to

compare the strength of your talent

brand to peers, compare your talent

brand by candidate job function or

geography, and measure changes over

time.

LinkedIn Social Selling Index is a relatively flat

representation of the data they really could pull


I think LinkedIn has

huge opportunities

to do even more

interesting data

analysis than this

rather "flat"

representation of

company social

selling activity.

LinkedIn Social Selling Index is a relatively flat


LinkedIn has included

competitive intelligence

but we need to understand

what LinkedIn considers

as your competitor and if

the list they come up with

is the same as the one

that a business owner

understands as it's own

competition.

LinkedIn can tell a business how active they are on

LinkedIn compared to a Power User

I suppose you can

look at this readout

in much the same

way Facebook does

it's insights....

Linkedin API's for programmers provide a rich dataset

Linkedin API's have just begun to be tapped much

as Facebook and Twitter already are

http://www.slideshare.net/TomJMcManus/linked-inap-is

Linkedin API's allow some really neat applications that cover customized

content curation and career mapping

http://www.slideshare.net/TomJMcManus/linked-inap-is API Possibilities

Linkedin Customer Journey for a User Profiling

Application

http://www.slideshare.net/TomJMcManus/linked-inap-is

Linkedin Social Apps have a built in Analytics

Dashboard

http://www.slideshare.net/TomJMcManus/linked-inap-is?from_search=24

LinkedIn Sales Navigator for Salesforce CRM

shows a typical integration with one of the leading

CRM vendors

https://www.youtube.com/watch?v=PLcZVwY-Fz8&list=TLaLh4SAkuTMojBkDYYBnwFCOEG0aIJ5Wo

LinkedIn Sales Navigator for Salesforce

CRM http://bit.ly/11CmsQh

Delivering sales intelligence directly into

your pipeline.

Enabling you to turn cold prospects into

closed deals. You get the complete

picture of your leads and contacts with

insights

• Professional history

• Educational history

• Shared Connections

How I use LinkedIn Premium Search Filters

http://www.linkedin.com/vsearch/p?keywords=%22social%20media%22%20AND%20analytics&postalCode=10

001&openAdvancedForm=true&locationType=I&countryCode=us&distance=50&f_I=80,97&f_ED=19058&rsid=3

126411383530192802&orig=FCTD&openFacets=TE&f_N=F,S,A,O

202 results for "social media" AND

analytics

• 1st Connections

• 2nd Connections

• Group Members

• 3rd + Everyone Else

• Industry: Marketing and Advertising

• Industry: Market Research

• School: City University of New York-

Baruch College

Questions?