information, attention, and trust: a hierarchy of needs

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Information, Attention, and Trust: A Hierarchy of Needs

Daniel Tunkelang Director of Data Science, LinkedIn

Daniel

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IRiSS 2013 Conference on Computational Social Science Stanford University - January 11, 2013

Maslow’s Hierarchy of Needs

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What about our Information Needs?

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A Hierarchy of Needs for the Digital Age

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Trust

Attention

Information

How to Satisfy Our Needs

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make information accessible allocate attention efficiently establish a network of trust

How does LinkedIn help?

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make information accessible allocate attention efficiently establish a network of trust

Information Access: Professional Identity

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Information Access: Findability

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Information Access: Insights

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Top companies:

employees came from: Yahoo! (248). Google (148), Microsoft (110), Oracle (104), IBM (70), …

Access to Professional Information

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professional identity of record findable through standardized facets aggregated to derive insights

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make information accessible allocate attention efficiently establish a network of trust

Allocating Attention: Search Relevance

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Allocating Attention: Industry News

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Allocating Attention: Recommendations

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Similar Profiles

People You May Know

Allocating Professional Attention

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personalized contextual relevance aggregate social information as signal identity + activity -> recommendations

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make information accessible allocate attention efficiently establish a network of trust

Network of Trust: Social Referral

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Suggest based on connection strength and relevance to target user.

2x conversion!

[Amin et al, 2012]

Network of Trust: Social Proof

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Network of Trust: Skill Ranking

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Building a Professional Network of Trust

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critical mass of meaningful connections use relationships across entity types algorithms + people = success

Summary

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make information accessible allocate attention efficiently establish a network of trust

Some Open Problems

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2 4 8

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32

55

90

2004 2005 2006 2007 2008 2009 2010 2011 LinkedIn Members (Millions)

200M+

25th Most visit website worldwide (Comscore 6-12)

Company pages

>2.6M

63% non U.S.

2/sec

85% Fortune 100 Companies use LinkedIn to hire

Thank you!

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