Sandi MacPherson, Editor-in-Chief at Quibb

Sandi MacPherson shared:
Lessons learned from growing LinkedIn to 175 million users


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Business Development, Appstore at Amazon

Great! In this sense, their philosophy resembles the freemium strategy where you really focus on paid users.

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Startup Edition, Product Hunt

Your comparison is spot on, Woosung!

I would add that LinkedIn's approach is largely focused on identify and segmenting users, a strategy used by sophisticated game dev/pubs.

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Roomorama, Scout Ventures

Interesting notion that its easier to convert active users into more active users than it is to get inactive users to become active users.

Another analogy would be voting. With President Obama coming to my neck of the woods (Boulder, CO) on Thursday, it appears his strategy is to get those who are already likely to vote for him, to go vote (Boulder is very Democrat-leaning).

Data Scientist at Freelancer.com

Tracking is key! Getting more from your active users (and getting them to activate inactive users) is very clever. LinkedIn Endorsements for the win!

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Director of Product Marketing at West

One of the most surprising things Elliot said came after his presentation. Somebody asked, "Doesn't Linkedin's 'see who viewed your profile' email actually *decrease* engagement, since people are afraid to be seen as stalkers? (A fair question, because the average user probably doesn't know that they can control the public visibility of their activity in their account settings.)

Elliot explained that LinkedIn decided to make profile views public in order to motivate inactive users to keep their profile updated. This choice may sacrifice some profile page views by very active users who don't want their activity to be public, but it pays off in terms of keeping profile content current, accurate, and complete. (Though decreasing viewing engagement, increasing profile editing engagement pays off from an SEO perspective. It's also a play that focuses on the core value of LinkedIn, which is a more sustainable approach than just driving clicks.)

Takeaway: When optimizing engagement (or any other user behavior), always ask, "for what result?" Does the engagement enhance our ability to deliver the core value to our customers as quickly and often as possible? Don't optimize "metrics." Optimize behaviors that deliver product value.

Senior Product Manager at Revinate

As usual some very solid advice here, I would just add that this can come off as guiding folks to dedicate a major portion of their time focusing on active users to make them more active, and while this is a good path for a product which at its core has growth driven by existing active users, it might not work out as well for a service that has less social baked into it and thus less chance that active users through more usage will reactivate the inactive ones.

This is where one still has to invest in re-engagement campaigns/functionality, and this is probably for another topic, but I would love to talk more about what folks here utilize aside from conceptually stale email drips and robotic reminders/notifications through whatever channel.

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Editor-in-Chief at Quibb

Great point, Serge. I know in this particular case, Elliot joined LinkedIn when they already had 13 million users, and these are the things that he focused on from that point forward.

Founder/CEO at Gloo.ng

Hi Sandi, it will be nice if date stamps are associated/made more prominent with posts. I just tried to check the date of this post when i saw the opening statement, "Elliot Schmukler spoke at the Growth Hacker Conference this weekend...." Could not (easily) find any.

Andrew Goldner, Advisor at Quibb Andrew Goldner
Advisor at Quibb
Andrew Chen, Advisor at Quibb Andrew Chen
Advisor at Quibb