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LinkedIn爆炸性增長,首席執行官暢談愿景

LinkedIn爆炸性增長,首席執行官暢談愿景

Jessi Hempel 2011-08-08
職業社交網站LinkedIn剛發布財報不久,其首席執行官杰夫?維勒即接受《財富》獨家專訪,暢談公司未來。

????上周四下午,LinkedIn宣布其收入為1.21億美元,每股收益4美分,超出分析人士預期。該網站會員數為1.158億人,比一年前大增61%,可謂風頭正勁。這家在線職業社交網站首度發布其季度財報后不久,首席執行官杰夫?維勒即接受《財富》雜志(Fortune)獨家專訪,暢談他對該公司未來的計劃。

????《財富》:這個季度有哪些亮點?你們為何能超出分析師的預期?

????維勒:亮點不少——在這個季度,我們推出的一些新產品開始上線,同時在會員方面和營收方面對現有產品進行了一些優化。其結果就是,我們的累計會員數、獨立用戶數以及頁面瀏覽量等關鍵參與指標都創下歷史新高。

????營收方面,我們的收入在繼續加速增長。在第一季度,我們較之去年同期增長110%,而在第二季度,我們同比增長了120%。

????《財富》:在下一個季度里,你們的首要任務是哪些?

????維勒:我們將繼續投資于我們的產品。例如簡介、搜索、主頁以及群組等核心產品領域。我們還將繼續投資于移動領域。這是我們目前增長最快的消費服務,同比年增長率達到了400%。此外,我們將繼續投資于開放平臺。最近我們推出了“用LinkedIn申請”(“Apply with LinkedIn”),我們認為它將推動我們在招聘解決方案領域持續增長。這是我們最大、增長也最快的營收來源。

????《財富》:今后,你們三個營收來源——招聘解決方案、營銷解決方案(廣告銷售)以及付費訂閱,哪個對LinkedIn最重要?

????維勒:三個領域各有千秋。招聘解決方案一直勢頭強勁,而在(廣告銷售)領域,我們的增速大大高于整個行業……我們將繼續投資于廣告銷售團隊,提升我們的營銷解決方案產品的廣告市場認可度(share of mind)。

????而由于平臺(會員數)的整體提升以及現有產品組合持續優化,付費訂閱也勢頭強勁。

????《財富》:你們已經推出的新產品中,哪些最重要?

????維勒:有一些,比如說我們為職場人士提供的社交新聞服務今日Linkedin(Linkedin Today)就開局良好。一個證據就是現在有10,000家內容發布商在其網站上設有“分享到LinkedIn上”("Share on LinkedIn")按鍵。一些商業新聞內容發布商紛紛向我們表示,經由LinkedIn.com路徑訪問他們網站的數量正創下紀錄。

????我們的群組產品也在加速增長。這在一定程度上是因為我們開放了群組產品,使群組管理員能吸引更多的“聽眾”,而人們能與更多專業人士分享信息和知識。我們繼續在“你可能認識的人” (people you may know)這個產品上獲得進展,該產品使人們能更容易與自己的關系網絡連接。這樣一來,將提高他們的連接密度(connection density)。用戶連接的人越多,接觸到的高質量內容也就越多,他們的參與度也會隨之提高。

????《財富》:全球經濟不穩定性的增加有多大可能會影響貴公司?會造成何種影響?

????維勒:作為一個連接大量人才與就業機會的平臺,我們能夠幫助當前最需要幫助的人。顯然,鑒于眼下的宏觀經濟形勢,就業市場愁云密布,很多人失業,正在尋找新的工作。我們的愿景是為每位專業人才創造機會,參與職場競爭。

????《財富》:今年早些時候,你投資于LinkedIn時曾預測未來可能出現虧損。我注意到修改后的第三季度預測顯示你計劃扭虧為盈。你的策略有什么改變嗎?

????維勒:沒有變化。我們將一如既往地致力于投資于這個平臺,以便釋放LinkedIn的全部潛力。主要是三個方面,一是繼續投資于我們的產品,繼續為我們的會員創造更大價值。二是在全球提升我們的技術平臺。三是繼續國際化擴張。我們現在有超過半數的會員來自于美國之外的地區。我們將繼續投資于以多種語言本土化的LinkedIn,并在世界各地建立銷售機構。

????譯者:項航

????LinkedIn (LNKD) posted a better-than-expected net income of four cents per share on revenues of $121 million Thursday afternoon. With 115.8 million members, a jump of 61% from a year earlier, the company is on a tear. Shortly after the online professional networking service announced its first quarterly earnings, CEO Jeff Weiner talked with Fortune in an exclusive interview about his plans for the future of the business.

????Fortune: What were the highlights of the quarter? Why did you beat analysts' estimates?

????Weiner: A few things—going into the quarter we started to see some traction some new products we launched and some optimization of existing products on the member side and the monetization side. As a result, we saw record highs in our key engagement metrics: cumulative members, unique users and page views.

????On the monetization side, we saw a continuation in the acceleration of our topline. In Q1 we were up 110% year-over-year and in Q2 we were up 120% year-over-year.

????Fortune: What are your most important priorities in the coming quarter?

????Weiner: We're going to continue to invest in our products. Core product areas like the profile, search, the home page, and groups. You'll see us continue to invest in mobile. It's currently our fastest growing consumer service—we're up 400% year-over-year. And we're going to continue to invest in our open platform efforts. Most recently we launched "Apply with LinkedIn," which we think is going to continue the momentum on our hiring solutions front. It's our largest and fastest growing revenue stream.

????Fortune: Which of your three revenue streams—hiring solutions, marketing solutions (ad sales), and premium subscriptions—will be most important to the business going forward?

????Weiner: We're seeing strength across the board. While hiring solutions is showing continued momentum, we're growing significantly faster in [ad sales] than the overall industry and will continue to take share there…and we'll continue to invest in our ad sales team and generating more share of mind around our marketing solution products.

????We also saw good momentum with premium subscriptions as a result of the overall lift [of membership] on the platform and some continued optimization of the existing product portfolio.

????Fortune: So what are the most important of the new products you've launched?

????Weiner: There were a few: Linkedin Today, our social news effort for professionals is off to a good start. A proof point is the fact that we now have over 100,00 publishers with "Share on LinkedIn" buttons on their sites. We're hearing from a number of business news publishers they are seeing record levels of referrals coming from LinkedIn.com.

????We're also seeing accelerating growth for our groups offering. That's in part due to the fact we've opened up our groups product so that group moderators can attract larger audiences and people can share information and knowledge with more professionals than ever before. We continue to make inroads to our "people you may know" product, which enables people to connect more easily with their networks. When that happens, their connection density grows. The more people our members are connected to and the more access to high quality content they have, the more engaged they become.

????Fortune: What's the potential for growing global economic insecurities to impact your business and how?

????Weiner: As a platform that connects talent with opportunity at massive scale, we are in a position where we can help the people that most need it right now. Clearly given the macroeconomic conditions there's a lot of anxiety out there—people out of work and looking for work. This is where our vision to create economics opportunity for every professional comes in to play.

????Fortune: Earlier in the year, you forecast a potential future loss as you invested in the business. I noticed revised q3 estimates suggest you intend to turn a profit. Has there been any change to your strategy?

????Weiner: No. We're still focused on investing in the platform so we can realize the full potential of LinkedIn. That takes three forms. One is a continuation of investment in our products and creating more value for our members. The second is continuing to scale our technology platform on a global basis. And third is continuing to expand internationally. Well over half our membership now comes from overseas. We're going to continue to invest in localizing LinkedIn in multiple languages and building out our international footprint in terms of sales offices.

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