LinkedIn Analytics: Leveraging Big Data and Social Selling (39

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)

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-sources3.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
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

https://intelligence.businessinsider.com/social-media-demographics-the-identity-of-each-major-social-network2013-9?

Marketing Efforts And Increase Sales work better if
Sales person uses Social Media | LinkedIn
• 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.

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

Incoming traffic to LinkedIn from Sept 2013

http://screencast.com/t/YvkgV9Ln

LinkedIn Traffic - Sept 2013

The biggest chunk of traffic
is people directly going to
LinkedIn - fairly unusual to
have so much direct traffic
coming to a site.

http://screencast.com/t/GAuATWBwte

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
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.

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

Leveraging Data: LinkedIn Recruiter Jobs and
Talent Pool Analysis |...

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

http://www.slideshare.net/linkedin-talent-solutions/leveraging-data-linkedin-recruiter-jobs-and-talent-poolanalysis-talent-connect-vegas-2013-linkedin

The Big Data Analytics Ecosystem at LinkedIn

LinkedIn has several data
driven products that
improve the experience of
its users -- whether they
are professionals or
enterprises. Supporting
this is a large

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

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

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

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

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!
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://promo.linkedinsocialsellingindex.com/register/

http://screencast.com/t/GR2khQHAr

LinkedIn can find the best markets to recruit in

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

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

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

http://business.linkedin.com/content/dam/business/talent-solutions/global/en_US/site/pdf/datasheets/linkedintalent-pool-report-branding-en-us.pdf

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

Overview of LinkedIn
Sales Solutions and how
the LinkedIn Social Selling
Index can provide insight
on social selling
performance.

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

LinkedIn Social Selling Index Introduction

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).


Talent Brand Index - see how you employees stack
up with the employees you could have via Linkedin

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

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

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

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.

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

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


API Possibilities

Linkedin Customer Journey for a User Profiling
Application


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
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

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

How I use LinkedIn Premium Search Filters

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 YorkBaruch College

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

LinkedIn Analytics: Leveraging Big Data and Social Selling (39

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