Growth LessonsGrowth LessonsNico Posner

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1stNico PosnerPrincipal Product Manager International at LinkedIn

www.LinkedIn.comSend Message View Profile

Principal Product Manager, International at LinkedInSan Francisco Bay Area | Internet

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The world’s largest professional networkOver 60% of members are now internationalOver 60% of members are now international

150M+* 75%**

90 Fortune 100 Companies use LinkedIn to hire

55 Countries represented in member base

200+32

member base

162 4

8

17

2004 2005 2006 2007 2008 2009 2010

***

Currencies supported

16

3

2004 2005 2006 2007 2008 2009 2010

LinkedIn Members (Millions) *as of February 9, 2012

**as of September 30, 2011***as of March 15, 2012

Looking forward, adjusting business model to suitRevenue model needs to evolveRevenue model needs to evolve

150M+***100%

90

00%Fortune 500 Companies Have executives on LinkedIn

55 16Offices outside of USA

***

32

52 4

8

17

2004 2005 2006 2007 2008 2009 2010

Primary Business Regions:US, LATAM & Brazil,

EMEA, APAC

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4

2004 2005 2006 2007 2008 2009 2010

LinkedIn Members (Millions) *as of February 9, 2012

**as of September 30, 2011***as of March 15, 2012

The power of LinkedIn’s network effectsp

Member growth and engagement

Relevant and Critical massvaluable products & services

Critical massof dataTechnology

platform

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Avoid fear of failure

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Going Global - Earning Your Way Up

“English only” 16 languages

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14 16

1 1 1 1 2 3 5

2004 2005 2006 2007 2008 2009 2010 2011 2012

Li k dI I t f L

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LinkedIn Interface Languages

Changing perceptions…Turning i18n into a corporate asset vs cost centerTurning i18n into a corporate asset vs. cost center

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Different ways to measure success

Revenue $$$New member growthNew member growthActive Users / Page ViewsMarket shareMarket shareBrand awarenessMore…

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Evolving Technology Platform

OLD: Simultaneous launch in all languages (bottleneck!)NEW: Frameworks that scale (flexible!)NEW: Frameworks that scale (flexible!)

ENGLISH TMENGLISH source

TM

16 Non-EN16 Non EN

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Evolving Technology Platform

OLD: Simultaneous launch in all languages (bottleneck!)NEW: Frameworks that scale (flexible!)NEW: Frameworks that scale (flexible!)

ENGLISH TMENGLISH source

TM

16 Non-EN16 Non EN

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Other factors

LegalCustomer supportCustomer supportMore users vs more features... Tradeoffs!Tradeoffs!

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Summary – Key factors to consider

There is no one right modelTest validate iterateTest, validate, iterateMake data driven decisionsFocus on getting key stakeholders on boardFocus on getting key stakeholders on board

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Questions?

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