Linkedln

Linkedln is probably the only app that you would see the most commonly installed in tier 1&2 cities.

why did I choose Linkedln

1. post PMF done ✅

core value of Linkedln

the core value of linkedln is that it makes the user feels more connected to the professional community around us, both in a local and global way and get more professional insights from other professionals/ people who might be better than us (in a career POV)

how do users experience it

1. users experience this by engaging with the content/ posts/ newsletter/ groups that people posts, thus learning from other people’s insights
2. making newer connections with people who we think might helps us in our career upliftment
3. applying for job roles- both actively and passively

natural frequency of the product:

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for linkedln’s case, i have segmented our users into 4 buckets: passive , casual, core and power users

1. different other sub- features in linkedln and their natural frequency:
2. lets also look at the other products that linkedln offers messaging - only on notifications
3. profile updating - once a year
   
4. learning new courses/ upskilling - once a year (mostly if a college makes it compulsory or company)
5. jobs - {once a year (employed) - multiple times a month (unemployed) } applying for jobs , “just going through the jobs - once a month/two months
6. search - once in 2-3 months
   
7. groups/newsletter - never really heard about it
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​which engagement framework for you product:

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why am I choosing depth:

if we really understand Linkedln business, a high % of money comes from subscriptions + ads that are displayed on the feed by advertisers

the more we hook the user on the platform on the basis of two metrics : avg time per sessions, no of sessions in 15 days, the more users will get addictive to

1. ⬆️experience the core value prop which in turns increases the chance to buy the membership
2. ⬆️ high CPI payed by advertisers

moreover, the more user experience depth on the platform, the algorithms gets more data and thus the feed becomes more personalised.

Define

active user for Linkedln

an active user for linkedln is anyone who performs 1 or more core actions on linkedln.

core actions

1. setting up profile
2. sending connections/ requests
3. scrolling feed, comments, liking etc
4. posting on the account
5. messaging their connections
6. searching and applying for jobs
7. upskilling/ learning a new course

ICPs

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lets also look at the high % contribution to revenue

1. premium subscriptions $6.4 billion
2. ads

This validates our hypothesis of choosing depth as when we increase the avg time per session and the total sessions in [Y] no of days, we can make linkedln more personalised which will help in increasing subscriptions and increase our CPI

engagement campaigns

wimsical link - https://whimsical.com/campaign-e-and-r-JNDNbUoR1nTNutKkjmY7ow

INSIGHT

most of the core and power users who i talked to, had a FOMO for linkedln. they felt that what if they miss on some business / career related post that could potentially help them boost their career exponentially. So we somehow have to make our casual and passive user feel that they might be missing on something. or what are they missing out on

here is a link for the campaign - https://whimsical.com/campaign-e-and-r-JNDNbUoR1nTNutKkjmY7ow

passive → casual user:

problem question : the main question is that what types of engaging content we should show him so that he returns to linkedln atleast once per day

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success metric: increase the time spent for more than 4 min/day

metric to track:

1. what is the CTR%
2. What % of CTR spent more than 4 min/day

casual → core user

problem: now that static friction is eliminated the main question is that how we convince the user to come for more than 1/ per

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success metric : increase the avg time spend to more than 4 min and 3-4 sessions per day

metric to track:

1. what is the CTR%
2. What % of CTR spent more than 4 min/day

Retention

birds eye view

Monthly Active Users (MAU)

• Total MAUs: LinkedIn boasts over 900 million members as of early 2024. However, I am not sure about its precise numbers The last official report from LinkedIn in 2020 mentioned around 310 million monthly active users. so lets take an estimate of {360 million users out of a 1 billion user} = 36% - MAU

Daily Active Users (DAU)

• DAUs: While about 40% of its monthly active users engage with the platform daily. Based on this percentage, we can inferred that LinkedIn has around 124 million daily active users. {40% of 360 million} = 14.4 % - DAUS

Retention and Engagement

• User Engagement: LinkedIn has reported high engagement rates, particularly among its core professional user base. Users typically spend an average of 7-10 minutes per session.

at what time period does the retention curve flattens?

lets say the the first 15 days are crucial for the user to stay activated and do the following list of things to stay activated for a long time

1. setting up our own profile and stocking our friends glamorous profiles
2. sending connections request to friends, peer employees, professors
3. engage with high net worth (relative) content
4. following/ engaging with our own company’s post/ organisation posts

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so to track the retention curve

D1 - 100%

D2- 75%

D7- 55%

D12 - 35%

D15 - 15-16%

Microscopic view

which channels derive the best retention?

1. Email updates : Since most of the professionals keep on constantly check their emails so the no of times someone checks/opens the email are quite high
2. push notification: this channels derives the best retention as it gives the FOMO also linkedln isn’t really perceived as spam app. its more of a productivity app

​what sub features derives the best retention​

1. Feed: this is probably scrolled/ user multiples times a day
2. messages: 1-2times a week
3. job scrolling: 1 once a month (scrolling)
4. search/ connections: once a week
5. Which ICP can derive the best retention. In ICP prioritisation, we should prioritize the hustler and the college student, since both of them have ample of time and hunger for money so self invest on them. Thus they will spend more time on linkedln and also be willing to buy the subscription to boost their career to become more wealthy

if its hard for you to understand then i am sharing with you my notion link - https://virajtayshete.notion.site/Linkedln-a31cb23feb4d4f548a6be890ac529202?pvs=4