LINKEDIN

Sales Navigator Community

A digital space that promotes learning and collaboration between Program Managers of Sales Navigator – providing the help and inspiration they need to succeed with social selling directly from their peers.

DETAILS

USER EXPERIENCE

VISUAL DESIGN

EMAIL DESIGN AND DEVELOPMENT

MOTION GRAPHICS

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PROBLEM

• High churn in SMB Accounts
• Hard-to-scale Customer Success services, particularly SMB customers
• No way to identify and nurture social selling experts and influencers

WHAT'S HAS BEEN DONE BEFORE?

LinkedIn’s Sales Solutions group ran a limited pilot (EMEA only) on the Salesforce Community Cloud platform, using VisualForce

CHALLENGES

• Building on top of Salesforce Community platform
• Limited Resources
• Working with third-party developers
• Disconnect from LinkedIn’s product team

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DISCOVERY

Current community / Survey

Leveraging the current community and users, we surveyed 100 users to understand the main pain points about the current community. Initial learning from the survey:

• Confusing experience
• Lacks the look and feel of the LinkedIn brand
• High bounce rate due to bad user experience

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Salesforce Community

Salesforce Community is the platform used to build the Sales Navigator Community. The first step was to understand the platform and identify the features that we could use out-of-the box, saving time and money during the development phase.

Comparison analysis

We compiled a list of all the different enterprise communities. We ran a qualitative test with the aid of the community managers and Customer Success Managers and documented the different reactions and comments.

See complete analysis

community-competitors

PERSONAS

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Wendy - social selling expert

SSI 75+, social selling champion, may or may not be an admin or program manager. May be an admin user.

Biggest Challenge
May be a lone wolf in organizations where social selling isn't widely adopted. In organizations where there's interest, may experience an inordinate drain on their time. Some social selling experts only can dedicate 10% of their job to social selling. Need to clone themselves!

Motivators
Recognition, exclusivity, public persona, influence, opportunities (speaking, writing etc). Access to product, ability to give feedback.

Value of Community
having a voice, upleveling skills, building a following.

Necessary behavior change
Share expertise on community instead of hoarding knowledge or sharing elsewhere.

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Paul - ENT admin / program manager

Sits on sales technology / Sales Ops / Sales Enablement team. Not a direct practitioner of sales or social sales, but may have done sales in the past. Usually primary admin.

Biggest Challenges
Managing tools and licenses, complexity. Driving adoption, showing value, continuing to expand usage of tools they believe in.

Motivator
Success of program, recognition inside the organization.

Value of Community
Social proof to explore new use cases, strategies, tips and strategy from peers, access to peers and key LinkedIn team members, building reputation, prescriptive aspect (do A, B and C to be successful at social selling.)

Necessary behavior change
Ask peers instead of asking CSM / RM, share what they are doing instead of not sharing at all.

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Liam - SMB admin / PM / sales leader

Often only person managing the whole tool chain for sales. The "Lone Wolf". Usually primary admin.

Biggest Challenges
Getting resources, showing value, lonely in the role, may be tool proliferation, limited budgets.

Motivators
Success of program, recognition, possibly promotion.

Value of Community
Social proof, tips, strategies, access to Customer Success strategy work that they currently don't get, learn from mistakes/challenges from members further on in journey.

Necessary Behavior change
Ask peers, share what they are doing, share wins, attend trainings or make time for team to attend.

INFORMATION ARCHITECTURE

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INITIAL EXPLORATIONS

I worked alongside community heads and managers to explore different layout variations based on the feedback we received in the survey. I also took the constraints from the Salesforce community and third-party developers into consideration.

INITIAL DESIGNS

We met with Sales Navigator product managers and design lead, to get their perspective on the first design.

Feedback:
• Align to new global Sales Navigator navigation
• Look at the search bar for functionality and accesibility
• Link ideas to the Aha! product for PMs direct access
• Align roadmap to new Sales Navigator features
• Integration with email system

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FINAL DESIGN

EMAIL DESIGN AND DEVELOPMENT

I designed four email use cases following the LinkedIn Jean Gray guidelines. I coded the emails and worked with LinkedIn systems engineers to plug in the code in the Salesforce production environment.

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PROMO VIDEO

The first pilot run in EMEA was not very successful, the product had low adoption and therefore we lost the customer's trust. A strategy to bring them back into the new community, was to create a very compelling video, showcasing the new product and the new features. We wanted to portray one of LinkedIn's core values: Diversity, Inclusion and Belonging. Our user base is global and we wanted to make sure they felt represented.

SKETCHES

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STORYBOARD

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MOTION GRAPHICS

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COMMUNITY PILOT RESULTS

MEMBERS

•The pilot started with 100 Founding Members in Q2 2017 and grew to 513 Members in Q3 2017

ENGAGEMENT

• 1.2 K Answers — 709 of these answers provided by customers
• Average 6.1 answers per question
• 97% answers provided by peers

CUSTOMER HEALTH

76 CHI - Average health score. Customers who participate in Sales Navigator Community have a healthy CHI

DEALS

Influenced a 3-year MYD renewal. Upsold the service package; learned about InStruct in the Community

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