Measure the success of the save feature in LinkedIn.

Clarifying the following:

Q: Save feature on Linkedin is the one where a user can save or bookmark a post on the newsfeed for future reference need. User can go to the top right corner of the post, click on 3 dots menu and click 'Save', then later go to their profile to revisit it. Is it correct? Any other way we can use Save feature on Linkedin?

Q: Do we have any particular objective in mind? At a higher level Save feature is a tool for engagement but if revenue is the current objective we can think of optimizing it in that direction.

Q: Should we focus on any particular segment of user - content consumer/job applicant/ recruiter?

If we are free to choose the goals and objectives then we will follow the following structure: We will look at the Mission on Linkedin and set a goal according to the company's current growth stage, for a particular customer segment (chosen a reasoning). After that we will  look at the behaviours that we want to encourage among consumers which can maximize the intended value of the Save feature. We will look at some metrics to measure these behaviours and propose trade offs.

Mission on Linkedin: To make it an indispensable part of one's professional life (especially after being acquired by Microsoft).

Linkedin is at a mature stage of engagement and that is what we will take as the goal. We will keep revenue as a second priority at the moment despite being on a matured stage of engagement, because we want to focus on giving value to the consumer as first priority.

Customer Segment:

Let us focus on the content consumer - a user scrolling through newsfeed, wanting to gain knowledge by looking at posts from professionals in their network. There are similar features that are designed for job applicants where they can set a job post as a favourite to revisit later (so we are assuming they are being taken care of with these alternative features). Advertisers may or may  not have a need for saving posts themselves unless they are also in content consumer role.

Behaviours we want to encourage among content consumers:

1. To Save as many posts as they find valuable.

2. To revisit Saved posts at a later date at least once.

3. To revisit Saved posts many times.

4. To like Saved posts.

5. To reply to the Saved posts via comments.

6. To reshare Saved posts (possibly to appreciate the original writer)

7. To send Saved posts in Private Message.

Metrics:

Activation, Acquisition: (for the Save feature particularly)

1. No. of users who saved a post at least once (assuming they know how to do it).

2. No. of people who know how to do a Save post.

Retention/ Engagment:

1. Average No of posts each user is Saving.

2. No. of users who have revisited at least one Saved post.

3.Average no of times each user is revisiting Saved posts.

4. Average no. of categories created per user for Saved posts

5. Average no of likes each user is doing on their Saved posts

6. Avg no of comments each user is posting on their Saved posts

7. Average no. of Shares each user is doing for their Saved posts

8. Avg no of times each user is sending the post in Private Messages.

9. % increase in 3. Month-on-month.

Monetization:

1. Average no. of Ad boosted posts being Saved by each user.

2. Average Revenue per user 

3. CLTV

4. Average no. of likes done by each user for Ad boosted posts.

We want to choose "Average no of times each user is revisiting Saved posts." as a north star metric because whether the user is getting  value from the feature or not will be dependent on whether they are revisiting and using that Saved post or not. If they are simply Saving and forgetting about it then eventually they will realise that it is not having a meaningful impact in their action.

We would want to look at rest as a supporting metric. No. 2 in Acquisition (No. of users who know how to use thefeature may be difficult to calculate) so we can ignore that.

"Average no of likes each user is doing on their Saved posts" is another which we can drop, because like is an easy one click way to appreciate a post and many people would be liking before Saving a post. They wont be revisiting it just to like it, as they would to comment, share, send in PM.