This document summarizes a market research project on LinkedIn. It includes a review of LinkedIn's history, insights into user demographics and behaviors, an analysis of customer needs and expectations, a comparison to competitors, and a SWOT analysis. New feature ideas are also proposed, including professional subnetworks and a video component to allow video resumes, testimonials, and advertisements.

1. Product Owners
REVIEW OF

2. 1. HISTORY
2. INSIGHTS
3. CUSTOMERS
4. SWOT
- Exploring customers needs and
expectations, where does Linkedin fit?
- What Linkedin is and isn’t, vision,
mission and story so far!
- Statistics and facts surrounding
Linkedin.
- Strengths, weaknesses, opportunities
and threats.
INTRODUCTION - Market Research: Explained
POTENTIAL - IDEAS FOR NEW FEATURES

3. INTRODUCTION

4. ‘Ensu re t hat y ou d efine exac t ly what yo u w ant to figure o ut ’
By researching the customers'
satisfaction, will help increase
Linkedin’s competitiveness.
Look at researching the competition's
practices and wide-scale market trends. This
will help ensure pricing points without
hurting the product and revenue.
INTRODUCTION:
Is Linkedin meeting
the needs of the
customers?
Q:
Q:
Am I pricing
linkedin
effectively?
Market Research - Explained

5. HISTORY

6. WHAT
IS
1. HISTORY

7. ‘Connect,
communicate,
collaborate to do
your job more
professionally’
‘Connecting the world’s professionals to make
them more productive and successful’
‘Connecting
talent with
opportunity at a
massive scale’
‘Professional
social
network’
‘An online
professional
profile’

8. Increasingly
replacing the
traditional CV?
it’s about: Identity
Adding
certifications
from anywhere
‘The professional profile of record’
Representing
skills and
ambitions
Updating
profile even
while not
looking for
work
Reflecting
professional
identity
Full rich media
capability
Adding content
from anywhere

9. ‘Connect all of the worlds professionals’
it’s about: networks
Giving
students more
opportunities
to follow
Adding
localised
services such as
in China
Rolling out
University
programmes

10. ‘The definitive professional publishing platform’
it’s about: knowledge
One platform
for sharing
SlideShare |
Groups | Pulse |
Influencers
Sharing more
knowledge
gaining more
clicks
Sharing
expertise to
give that
professional
edge
Integrating to
personal profile

11. 1. HISTORY
WHAT
ISN’T

12. ‘Hey Folks, Guess
What? LinkedIn Is
Not a Dating Site!’
1. HISTORY
‘Want to buy my
new product or
service?’

13. INSIGHTS

14. 2. INSIGHTS
KEY FACTS
OF USERS
average age of
user44 13% of LinkedIn users
are signing in daily
79% of LinkedIn users are
aged 35 or older
38%
of users earn more
than £55k are on
the platform
27% of employed Americans are
using the platform as well
The three dominant sectors on the platform are high tech
14.3%
finance 12.4% and manufacturing
10.1%
347M MEMBERS

15. CUSTOMERS

16. Is Linkedin
meeting the
Customers:
Delivery
method?
3. CUSTOMERS
NEEDS
and
EXPECTATIONS
Offer
different
services?
Change
design?
S H O U L D

17. 3. CUSTOMERS
What do you like
or dislike about
Linkedin’s current
features?
What areas would
you suggest for
improvement?
Do you agree and
feel happy with
Linkedin’s current
pricing model?
What factors did
you consider
before purchasing
Linkedin?
Questions asked!

18. 3. CUSTOMERS
What do you like
or dislike about
Linkedin’s current
features?
Source: Wayne Breitbarth (2013)

19. 3. CUSTOMERS
What areas would
you suggest for
improvement?
LinkedIn has been most helpful in 2013 for enabling
people to:
• Research people and companies (75.8%)
• Reconnect with past business associates/colleagues
(70.6%)
• Build new relationships with people who may influence
potential customers (45%)
• Increase face-to-face networking effectiveness (41.2 %)
1. Communications 2. Verification 3. Video component

20. 3. CUSTOMERS
Do you agree and
feel happy with
Linkedin’s current
pricing model?
“The easiest way to get one million people paying is to get one billion people using.”
-Phil Libin, Evernote
Less than 20% of members pay for
premium services
Sales Professionals £59.99
General Users £19.99 Recruiters £79.95
Job Seekers £19.99
Source: Wayne Breitbarth (2013)

21. how does linked
compare to the:
Delivery
method?
3. CUSTOMERS
COMPETITION
Different
services? Design?
R E G A R D I N G

22. 3. CUSTOMERS
15M Members
300M Members
Competition
• BranchOut is the world's largest professional network with over 800 million searchable profiles.
• On BranchOut, users utilise their social network from Facebook to discover all of their inside
connections for jobs, recruiting and sales.
• BranchOut's mission is to connect the world's professionals.
• XING is the social network for business professionals.
• XING is a platform where professionals from all kinds of different industries can meet up, find jobs,
colleagues, new assignments, cooperation partners, experts and generate business ideas.

23. 3. CUSTOMERS
65M Members
2M Members
Competition
• A leader in professional social networking for over 10 years
• Boost your career, find new contacts and uncover new opportunities – these are just some of
the things professionals, companies and students can do on our websites and mobile
applications.
• The network for people doing business that lets you meet, share, learn, trade and grow with
other business owners.
• A community of business people and business owners. When you join SunZu, you get access
to people, learnings, news, updates, business opportunities and insights that help you do
what you do better.

24. SWOTSTRENGHTS
WEAKNESS
OPPORTUNITIES
THREATS

25. STRENGTH WEAKNESS
OPPORTUNITY THREAT
• Smaller specialised startups creating
networking sites
• fake accounts with hacking
• other already established social site
(fb)
4. SWOT
• credible accounts
• Popular brand with corporates
• effective search filtering
• LoW barrier to entry
• Large professional community
• direct communications are difficult
• fake profiles
• low user engagement
• dependant on recruitment for revenue
• no verification
• no video component
• B2b reach realised by corps
• expansion in emerging economies
• integration with im to improve comms
• video component for testimonials
• tailored professional sub networks
• other social tie ins

26. NEW FEATURE
POTENTIAL

27. Do they fit into the next 10 year vision?
NEW FEATURE
POTENTIAL
VIDEO
COMPONENT
TAILORED
SUB
NETWORKS
Q:
1: 2:

28. Create economic
opportunity
for every member of the
global workforce
Find work
Realise
dream job
Be great
1 0 Y E A R V I S I O N
-Jeff Weiner

29. PROFESSIONAL SUB NETWORKS
Today, even more specialised startups are advertising themselves as LinkedIn for teachers or
LinkedIn for veterans or LinkedIn for scientists or LinkedIn for, well, you name it.
Connect not with everyone, but with the people who really matter to you!

30. VID EO COMPONENT
AV RESUME option:
Help better explain your work experience to people.
TESTIMONIALS / REFERRALS option:
GET REFERRALS VIA VIDEO PLAYBACK ON YOUR PROFILE.
ADVERTISMENTS option:
GAIN REVENUE FROM ADVERTISING FREEMIUM MODEL.

31. Thank you
@lewieashman