Information, Attention, and Trust: A Hierarchy of Needs

This 2013 IRISS Stanford Conference on Computational Social Science presentation highlights a hierarchy of needs for digital information focused on trust, attention, and access. It emphasizes how LinkedIn facilitates these needs by making information accessible, efficiently allocating attention, and establishing networks of trust through professional connections. The presentation also addresses challenges in achieving these goals and showcases LinkedIn's impact on professional networking.

Transcript

1. Recruiting Solutions Recruiting Solutions Recruiting Solutions Information, Attention, and Trust: A Hierarchy of Needs Daniel Tunkelang Director of Data Science, LinkedIn Daniel 1 IRiSS 2013 Conference on Computational Social Science Stanford University - January 11, 2013
2. Maslow’s Hierarchy of Needs 2
3. What about our Information Needs? 3
4. A Hierarchy of Needs for the Digital Age 4 Trust Attention Information
5. How to Satisfy Our Needs 5 make information accessible allocate attention efficiently establish a network of trust
6. How does LinkedIn help? 6
7. 7 make information accessible allocate attention efficiently establish a network of trust
8. Information Access: Professional Identity 8
9. Information Access: Findability 9
10. Information Access: Insights 10 Top companies: employees came from: Yahoo! (248). Google (148), Microsoft (110), Oracle (104), IBM (70), …
11. Access to Professional Information 11 professional identity of record findable through standardized facets aggregated to derive insights
12. 12 make information accessible allocate attention efficiently establish a network of trust
13. Allocating Attention: Search Relevance 13
14. Allocating Attention: Industry News 14
15. Allocating Attention: Recommendations 15 Similar Profiles People You May Know
16. Allocating Professional Attention 16 personalized contextual relevance aggregate social information as signal identity + activity -> recommendations
17. 17 make information accessible allocate attention efficiently establish a network of trust
18. Network of Trust: Social Referral 18 Suggest based on connection strength and relevance to target user. 2x conversion! [Amin et al, 2012]
19. Network of Trust: Social Proof 19
20. Network of Trust: Skill Ranking 20
21. Building a Professional Network of Trust 21 critical mass of meaningful connections use relationships across entity types algorithms + people = success
22. Summary 22 make information accessible allocate attention efficiently establish a network of trust
23. Some Open Problems 23
24. 2 4 8 17 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! 24