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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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