proposal for adding events feature in linkedin elevate
TRANSCRIPT
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Presented By: Ankita Khandelwal
Events for LinkedIn Elevate
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Connect the world’s professionals to make them more productive and
successful
Mission
Create economic opportunity for every member for the global workforce
Vision
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Elevate helps companies empower their employees to become social professionals
because
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Elevate facilitates
Sharing content
Building company brand with social media
Building employee network
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Users
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Proposal
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Find relevant events● Have a curated list of events tailored to your interests● Manage and track your events
Events for LinkedIn Elevate
Easy sharing and connecting● Share an interesting event with your team and friends● Connect with other attendees sharing similar interests
Analytical insights● Promote your event and find new audience ● Know and engage with your audience
Employees
Organizers
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Prototype (web)
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Elevate dashboard featuring the changes to include Events
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Share dialog for Events through Share Event link
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Events page (from Events icon) on Elevate dashboard
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Create event dialog from Events page
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Addition of My Events tab on Me page
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Scheduled posts and events
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Broadcast events dialog - similar to Posts broadcast dialog
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Analytics tab in Analytics page
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Broadcasts tab in Analytics page
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Reports tab in Analytics page - similar UI as now
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Success Metrics
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EngagementFeature Engagement
• # new events added / month
• # visits to Events page / user / month
• # shared event analytics views (on Elevate dashboard) / user / month
• # Top Events views / user / month
• # visits to My Events tab within Me page / user / month
• # visits to Event Analytics within Analytics page / user or curator / month
• Engagement with events / user / month
– Engagement = # of shares, RSVPs, likes, comments
– depends on # events / month for a company
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EngagementElevate Engagement
• # of new topics added / user / month through Events workflow
– Eg: adding new topics while creating an event
• # topic subscriptions through events workflow / user / month
– Eg: subscribing for topics from an event post
• Increase in Monthly Active User for Elevate after Events feature integration
• Increase in engagement / user / month for all posts (including posts for events)
• Increase in # minutes / user / month on Elevate after Events feature integration
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Engagement
Engagement for Elevate + SlideShare Users
• # of slideshare visits through Events workflow / user / month
– Eg: uploading SlideShare files in an event
• # of slideshare files/content uploaded through Events workflow / month
– Eg: uploading new files to SlideShare while creating an event
LinkedIn Engagement
• Increase in profile views through Elevate workflow / month
– Eg: Clicking a person from list of people attending an event
• # new connections through Events workflow / month
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Retention
Feature Retention
• Cohort analysis of Feature Engagement Metrics over 6 months to calculate churn rate
– Eg: [# of new events created per month ( in June-2016)] / [ [# of new events created per month ( in Jan-2016)]
Impact of Events feature addition on overall Elevate Retention
• Customer retention
– Cohort analysis of following Elevate metrics over 6 months - with and without Events feature
• Monthly Active Users
• Engagement / user / month
– Engagement = shares, comments, likes, posts
• # minutes / user / month spent on Elevate
• Revenue retention
– Churn rate of Elevate user subscriptions over 6 months - with and without Events feature
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Marketing Plan
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• Key Message
– Don’t miss out on interesting events and opportunities around you !
• Product
– Events feature for Elevate
• Place
– LinkedIn Elevate (web)
• Promotion
– Blog posts on LinkedIn
– Demo videos on YouTube
– Articles and posts on Mashable, TechCrunch and other tech. sites
• Price
– Sold with Elevate license
– Potential to sell Slideshare enterprise license at discounted price with Elevate license
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Launch Strategy
(Pre-launch, launch, Post-launch)
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Pre-Launch
• Initial Beta release within LinkedIn
– Gather feedback
– Improve product
• Create buzz
– Circulate events related content to attract attention to company events
• Create training blogs/videos for anticipated workflows as a guide
• Create pre-populated content initially for easy on-boarding
– Curated topics related to current inventory of events that people can follow, receive event updates
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Launch(Limited launch to target companies)
• Characteristics of target companies:
– Existing inventory of events available
– Firms with >20 events/year avg - quicker feedback with frequent metric analysis
• Give in-app notification for new feature
• Share articles related to the events, positive Beta results/success stories of feature for better user engagement
• Ensure a proper feedback mechanism is in place to measure success metrics
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Post-Launch
• Post-Launch
– Gather feedback
• Qualitative - comments/complaints about the feature
• Quantitative - metric analysis at different points in the workflow
– Partner with more customer companies for events inventory and launch feature in these companies
– Eventually release feature on all platforms - web and mobile
– Provide tech support for issues
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Thank you !