Rob Heyman, Jo Pierson and Ike Picone (IBBT-SMIT)

Transcription

Mapping of the process to
commodify Personal
Identifiable Information
3.1.1Mapping and in-dept analysis of
corporate profiling techniques
Rob Heyman, Jo Pierson, Ike Picone
IBBT-SMIT
Vrije Universiteit Brussel
4 Januari 2012
User Empowerment in a Social Media Culture
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RESEARCH REPORT
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1. Abstract
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2. Table of Contents
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E9I9I9! <==!(/!&%**%,'.8!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!"L!
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3. List of figures, list of tables, list of abbreviations
U=GFZS!"!RW[YS!U\R$]!<\R^SZ!$S::=XG$!?RW[YS3!#TTN@!99999999999999999999999999999999999999999999999999999999999999999999999!"N!
X5TSCD!;!GII[5D!5"3KD"DWJFJ5IW!\FZI]D:!;<==^!999999999999999999999999999999999999999999999999999999999999999999999999999999!#"!
U=GFZS!I!RWW=:=[X![U!<==!?RW[YS3!#T""@!9999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!##!
U=GFZS!M!YS]RO=[FZR\!:RZGS:=XG!?RW[YS3!#T""@!999999999999999999999999999999999999999999999999999999999999999999999999999999999999!##!
U=GFZS!E!<SZHS=OSW!RXW!H[V<\S:S!H[X:S_:!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!#E!
U=GFZS!L!<SZHS=OSW!RXW!ZSR\!RUU[ZWRXHS$!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!#N!
U=GFZS!Q!<SZHS=OSW!RXW!ZSR\!RUU[ZWRXHS$!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!IT!
U=GFZS!P!XS:\[G!ZSG=$:ZR:=[X!U[ZV!9999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!IL!
U=GFZS!N!U=\\!=X!:]S!$SHFZ=:^!H[WS!99999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!IQ!
U=GFZS!"T!XS:\[G!SKVR=\!C=:]!RHH[FX:!H[XU=ZVR:=[X!ZS`FS$:!999999999999999999999999999999999999999999999!IP!
U=GFZS!""!U=XW!^[FZ!UZ=SXW$![X!XS:\[G!99999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!IP!
U=GFZS!"#!V[ZS!UZ=SXW$3!V[ZS!UFX!99999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!MT!
U=GFZS!"I!S_RV<\S![U!R!\[G!9999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!M#!
U=GFZS!"M!H[[J=S$![X!XS:\[G!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!MM!
U=GFZS!"E!$<[X$[Z<R^!99999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!ML!
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U=GFZS!"Q!=XO=:S!UZ=SXW$!99999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!MQ!
U=GFZS!"P!YS\GRH[V!$J^XS:!XS:\[G!<Z[WFH:$!?YS\GRH[V3!#T""@!999999999999999999999999999999999999999999!"MI!
U=GFZS!"N!XS:\[G!:RZGS:SW!RWOSZ:=$=XG!99999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!ET!
U=GFZS!#T!S_RV<\S![U!R!XS:\[G!RWOSZ:=$SVSX:!9999999999999999999999999999999999999999999999999999999999999999999999999999999999!E"!
U=GFZS!#"!URHSY[[J!ZSG=$:ZR:=[X!$:S<!"!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!EI!
U=GFZS!##!WR:S![U!Y=Z:]!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!EM!
U=GFZS!#I!$SHFZ=:^!H]SHJ!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!EE!
U=GFZS!#M!URHSY[[J!<Z[U=\S!H[V<\S:=[X!99999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!EL!
U=GFZS!#E![<SX!GZR<]!99999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!EQ!
U=GFZS!#L!WSU=X=XG!RH:=[X$!=X!:]S![<SX!GZR<]!9999999999999999999999999999999999999999999999999999999999999999999999999999999999999!EP!
U=GFZS!#Q!UZ=H:=[X\S$$!$]RZ=XG!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!EP!
U=GFZS!#P!ZS`F=ZSW!<SZV=$$=[X$!9999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!EN!
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U=GFZS!IP!b[=X!\=XJSW=X!:[WR^!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!Q#!
FIGURE 39 LINKEDIN ADS (WALSH)!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!QQ!
FIGURE 40 CREATE A NEW AD!999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!QP!
FIGURE 41 POSITIONS OF ADS!9999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999999!QN!
FIGURE 42 LINKEDIN DIFFERENCES BETWEEN PREMIUM AND BASIC SUBSCRIPTION
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List of abbreviations and definitions
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Source
Period
Sample
FTC
2000
Feb-Mar
2000
Feb-Mar
Miyazaki
2000
Miyazaki
Soltani et
al.
Tappenden
and Miller
2007
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websites (N=335)
100
busiest
websites
(N=91)
Media Matrix Top 500
(N= 406)14
Media Matrix Top 500
(from 2000) (N= 406)15
Quantcast Top 100
(N=100)
Alexa Top 100000
(N=98006)
FTC
2009
2009
http
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(%)
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78
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95,3
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affordance would only exist if there was information to
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learned how to interpret the information. In this case,
there would need to be a door handle that signaled the
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the right, Optics and the Environment to be Perceived,
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affordances by Norman and Gibson.
Gibson’s Affordances
•
•
•
Offerings or action possibilities in the environment in
relation to the action capabilities of an actor
Independent of the actor’s experience, knowledge,
culture, or ability to perceive
Existence is binary – an affordance exists or it does not
exist
Norman’s Affordances
•
•
•
•
Perceived properties that may or may not actually exist
Suggestions or clues as to how to use the properties
Can be dependent on the experience, knowledge, or
culture of the actor
Can make an action difficult or easy
Table 1: Comparison of affordances as defined by
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Gibson and Norman.
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The most fundamental difference between the two
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been
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the
action
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action
possibility
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or
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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
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community. In his original definition, Norman collapsed
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two very important but different, and perhaps even
he Differences
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concept. Consider a
stressed (but not entirely limited himself to) perceived
panel. Without prior
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Implicit exposure was defined as the disclosure of information that is not part of the
action performed by the user. For example, not all users are aware of the fact that
cookies gather user behaviour (Walrave, 2002). Users who disclose information
implicitly are not able to take this disclosure into account and this might breach their
contextual integrity.
The perceived affordances can be linked to the act of explicit exposure as users see
the function of the tool as they use the tool. The same can be done for implicit
exposure and real affordances. Due to the emphasis on the independence of real and
perceived affordances, it is now easier to define a mode of exposure, which is both
explicit as implicit. This is for example what happens with social advertising. Users of
Facebook explicitly announce that they ‘like’ a certain brand. This action is explicit
and users are aware of the affordance that this action will share this information in
their network. If we formulate this differently, we can state that users are aware of the
perceived affordance. But, this action can also be implicit, because the person who
liked the advertisement may be used in the advertisement below. This is a real
affordance but not a perceived affordance, which makes the action partly explicit and
partly implicit.
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At the moment of writing, LinkedIn has just finished its first two weeks of its Initial
Public Offering (IPO), which started on May 19, 2011. R/! %>! X%1+*6+0! I3! #T""3!
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*%0+!.5(-!"IE!*'))'%-!*+*6+0/!'-!%1+0!#TT!&%2-.0'+/!(-,!.+00'.%0'+/9 Due to this
IPO a lot more financial data of the social network site is publicly available. It is
therefore very relevant to discuss the commodification of PII in this case and it is also
relevant as a case study because it is one of the first social media IPOs.
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Silicon Alley Insider’s Yarow and Angelova (2011) identify three revenue streams
based upon the IPO filing by LinkedIn (Form S-1 Registration Statement, 2011).
These revenue streams are: (1) Premium subscriptions, (2) Marketing solutions and
(3) Hiring solutions. In the last part of this section we will describe how these
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products are sold. We will first analyse the registration and afterwards the three
revenue streams constructed by LinkedIn.
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LinkedIn registration requires the following steps. To register, one has to fill in: (1)
first name, (2) last name, (3) e-mail address and (4) password. For the sake of
example, we used a fake identity, named Jorick Nuis.40
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The asterisk shown next to ‘Join Now’ refers to another part of the page. Almost at
the bottom of the page, another asterisk is shown, followed by ‘Y8!&)'&A'-4!b%'-!X%;!
%0!2/'-4!\'-A+,=-3!8%2!(0+!'-,'&(.'-4!.5(.!8%2!5(1+!0+(,3!2-,+0/.%%,3!(-,!(40++!
.%!\'-A+,=-a/!F/+0!R40++*+-.!(-,!<0'1(&8!<%)'&89g!(2011i) This message is shown
below a search toolbar, which makes this notification again logically and visually
constrained for users to see.
The next step requires a user’s professional information, employment status, country,
postal code, company and job title. After this step Jorick was prompted to see whom
he already knew on LinkedIn. Jorick’s e-mail address was already filled in and if he
pressed continue, LinkedIn was going to connect to his Hotmail address. Jorick got
the option to allow LinkedIn to monitor his contacts for a whole year by default, even
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when Jorick himself was not logged in. We changed this period into one day. We also
made sure he had one contact in his list.
Joricks account was now fully functional, but before he could proceed, he had to
choose his ‘Plan Level’. The Plan Level is the status of the LinkedIn account, this can
be basic (and free) or paid, starting with 24.95 dollar for one month. The basic plan
was chosen.
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LinkedIn provides the option to invite more people through the homepage and on the
profile page Jorick is notified that his profile is only 25% completed. In order to
change this, LinkedIn suggests that he gives the following information:
Next to the above-mentioned optional additions to a LinkedIn member profile, it is
also possible to add the following: a profile picture, past positions, education,
recommendations, connections, websites, Twitter-account, summary, specialties,
groups joined, honours and awards, interests, apps (similar to Facebook apps, but also
different since these are almost always from a third party service related to jobs such
as: Projects and teamspaces, Portfolio display, etc.), personal info (such as birthday,
Instant Messenger ID, marital status, phone and address).
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Privacy settings are not directly available through the home page or the profile page.
We found the settings via the ‘Help Center’-button on the lower left side. It suggested
the ‘Can’t find settings’ or ‘sign out’ links as first topics of the FAQ section. This
possibly means that many users were unable to find the privacy settings.
The settings are needed for two commodification related issues. LinkedIn makes use
of social advertising like Facebook: ‘\'-A+,=-!*(8!/%*+.'*+/!7('0!(-!(,1+0.'/+0a/!
*+//(4+! ;'.5! /%&'()! &%-.+-.! >0%*! \'-A+,=-a/! -+.;%0A! '-! %0,+0! .%! *(A+! .5+! (,!
*%0+!0+)+1(-.9!C5+-!\'-A+,=-!*+*6+0/!0+&%**+-,!7+%7)+!(-,!/+01'&+/3!>%))%;!
&%*7(-'+/3!%0!.(A+!%.5+0!(&.'%-/3!.5+'0!-(*+p75%.%!*(8!/5%;!27!'-!0+)(.+,!(,/!
/5%;-!.%!8%29‘ (LinkedIn, 2011f) There is yet another setting where users may want
to opt-out. LinkedIn advertises outside of its own platform and calls this partner
advertising. This will be explained in the section commodification of PII.
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7.3.3.1. Implicit information gathering
LinkedIn describes its PII uses in the privacy policy, which is directly accessible at
the bottom of each page (LinkedIn, 2011h). We were able to discern three motivations
or uses for PII. We will cluster the deployed technologies per use.
Firstly, LinkedIn collects information through its website and customer service
website (LinkedIn, 2011b) in order to map the site usage: ‘We may collect
information about the fact that you use certain features and functionality of LinkedIn,
interact with third party Platform Applications like InApps, click on ads, or
participate in research initiatives like polling and surveys on LinkedIn.’ (LinkedIn,
2011b) To map this, LinkedIn makes use of log files and cookies. The difference
between these two technologies lies in the fact that cookies are stored locally on the
client’s computer, and log files are stored on the server of LinkedIn. It was not
disclosed what particular technology was used for what sort of data.
These technologies collect the following: ‘{…} when you visit the LinkedIn website
we automatically receive the URL of the site from which you came and the site to
which you are going when you leave LinkedIn.’(LinkedIn, 2011b) They also receive
the IP address, of the device or proxy used to access the site, operating system, type of
browser and e-mail patterns. If the platform is reached through a mobile device, the
following is collected: with the rest of the above-mentioned, the mobile device
operating system and the name of the ISP. (LinkedIn, 2011b)
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The commodification of PII consists of two large sorts of services. LinkedIn serves
targeted ads in a similar way like Facebook and Netlog, by offering demographics and
other possibly relevant criterions for advertisers. The other commodification process
allows access to more relevant information through paid accounts (premiums). These
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accounts can be either individual or per company. We will first address the
advertising options and afterwards the premium accounts.
7.3.4.1.
Targeted advertising
LinkedIn advertises on its own platform and through its advertising network,
LinkedIn Audience Network. In order to do this, it makes use of web beacons and
cookies. Web beacons are a means to place cookies through an image, for example a
gif or a jpeg filetype. They are also called pixelbugs because they only measure one
on one pixel and are invisibly embedded in an image such as an ad or the background
of a website41. The main use of web beacons is explained by LinkedIn itself:
‘We may include a file, called a web beacon, from an ad network within pages served
by LinkedIn. The web beacon allows the ad network to provide anonymized,
aggregated auditing, research and reporting for advertisers. Web beacons also
enable the ad networks to serve ads to you when you visit other websites. Because
your web browser must request these advertisements and web beacons from the ad
network’s servers, these companies can view, edit or set their own cookies, just as if
you had requested a web page from their site.’(LinkedIn, 2011h)
Third parties are not the only ones performing behavioural advertising. LinkedIn has
its own advertising network inside and outside the platform. In order to advertise
cookies are placed on users’ devices to categorize users: ‘Advertisers can target
LinkedIn’s inCrowds – pre-defined and scalable audience segments such as Corporate
Executives, Small Business Professionals and IT Professionals – or they can work
with LinkedIn to define their own custom audience segments.’(LinkedIn, 2011h) This
quote pertains to a press release regarding their ad network, however the same system
applies for publicity inside LinkedIn.
These cookies, shared with third parties contain the following information: ‘Any
information provided to third parties through cookies will not be personally
identifiable but may provide general segment information (e.g., your industry or
geography, career field, or information about your professional or educational
background)’(LinkedIn, 2011h)
The cookies are more in particular shared with the affiliate network of Collective
Media42: ‘The LinkedIn Audience Network offers advertisers one of the most accurate
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their brands will only appear on sites with high editorial standards.’(LinkedIn, 2011h)
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LinkedIn rolled out LinkedIn Ads on January 26 of 2011. The project has been in beta
since July 2008 under the name LinkedIn DirectAds. (LinkedIn) The new and public
useable version has more targeting options than the beta: job title, company name or
LinkedIn Group are now also targetable (LinkedIn). This is an addition to the already
targetable geography, job function, industry, company size, seniority43, age and
gender.
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The extra targeting possibilities were added due to ‘advertiser demand for more
specific categories to narrow audiences down. Intelliworks, for instance, which sells a
software-as-a-service platform for higher education clients, wanted to be able to run
ads focused on LinkedIn users with job titles like ‘enrollment counselor’ or
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‘admission officer’ to better reach those particular executives.’44 In order to safeguard
against privacy issues, LinkedIn built in a threshold to make sure that individuals
cannot be targeted. And as already mentioned, LinkedIn only shares generalised PII
with third parties.
As of 2008, LinkedIn launched its Audience Network in cooperation with the affiliate
network of Collective Media. LinkedIn is the first social network service to monetise
its network of users outside its own platform. This is in contrast with Facebook,
which only advertises on its own platform.
The Ad campaigns are also different from other social media ads because they consist
of sub campaigns called variations. These variations are variations of the first ad, i.e.
another header and body text, and they appear for the same Ad campaign.
We have simulated a campaign until the last step, the payment of the service. The
LinkedIn Ads require a LinkedIn login. After this step we needed to fill in the
Campaign name and at least one Ad variation with a headline of maximum 25
characters and a description of maximum 75 characters:
Figure 39 Create a new Ad45
These campaigns are shown on two places on the website (see image below) and on
LinkedIn’s Audience Network.
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The selection of the targets is the next step. We have chosen to target academics who
recently started as a PhD student in Belgium through the following job titles (which
were suggested as soon as PhD was entered): Phd Student, Phd Candidate, Phd
Researcher, Phd Fellow, Phd Scholar, Phd Graduate Student, Visiting Phd Student,
Industrial Phd Student and Research Phd Student. We also limited the geography to
Belgium. This campaign had an estimated 3068 LinkedIn members and each click
through46 would start at a minimum bidding of two dollar. It was also possible to buy
1000 impressions, which also costs two dollar.
LinkedIn uses an auction system and therefore suggests a bidding range to indicate
what other advertisers are bidding at the moment to get their ad to a similar audience.
This implies that more popular audiences are more expensive to target. Advertisers
who target these audiences are also more likely to enter a bidding war. The result of
this bidding war is that parties who pay less are shown less until the highest bidder
exceeds his budget. Our suggested bidding range was 3.35-3.89 dollar. This means
that if we bid less, we have a smaller chance of getting shown or clicked upon.
LinkedIn implied that bidding less could result in no exposure at all.
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LinkedIn Marketing Solutions (LinkedIn, 2011g) is a part of LinkedIn designated for
companies who consider marketing through LinkedIn. The approach of advertising is
similar to that of individual advertising described in the last paragraph, it only differs
in scale. A company can engage the LinkedIn population directly through direct mail
and advertising or indirectly through its company pages, whitepapers, groups or
sponsorships (Answers, Polls, Applications and Events) (LinkedIn, 2011g).
Companies can construct a company page with the following tabs: overview, products
and services and careers. If a company overview or other pages have been made, the
company has access to an analytics tab that shows data about its followers.
The tabs ‘Products and Services’ and ‘Careers’ are the only tabs that can be targeted
towards specific audiences. This means that multiple versions of the same tab exist,
i.e. a tab can be targeted towards business partners and another can be targeted
towards people who have an interesting profile as future employee. Companies can
specify these audiences in the same way as Ad campaigns are targeted. The company
overview tab can show ads, which we will describe more broadly in the next section
about ads for companies.
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Display ads have the same target variables as ads mentioned in the ‘Advertising by
Linkedin members’ paragraph. The only difference here is that ads can vary in scale,
they can be standard IAB-compliant ads,47 they can take over a whole page
(Homepage Takeover ads), they can be spread through different media (Content Ads)
or they are pushed through a recommendation system (Recommendation Ads). They
differ on yet another issue, all of these ads can be used in combination with a third
party tracking tool which enables companies to track users. This is however limited to
click and impression tracking with http cookies only (LinkedIn, 2011a).
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The other way to engage members is through Partner Messages. These Partner
Messages are similar to one of the advantages offered in the subscription plans (listed
below 7.3.4.2 <0+*'2*! (&&%2-./ p. 82) wherein members can contact other
members outside their own network. In this special case these contacts are for
advertising purposes and can be compared to direct mail (LinkedIn, 2011g).
The other indirect means of contact with members of LinkedIn are not described here
since they do not involve a direct use of PII unless they advertised in one of the
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aforementioned methods. We move on to the last use of PII and also the biggest
revenue stream, Hiring Solutions.
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LinkedIn’s Hiring Solutions (LinkedIn, 2011c) offer three sorts of services, to post
jobs, find top talent and brand the company as an attractive employer. We will
analyse them in the same order.
The Post a Job feature is analogous to LinkedIn Ads because it is the same selfservice model, but this time to post a job for potential applicants (LinkedIn, 2011i).
This model works with a fixed fee of 195 dollar to post one job for 30 days. We tried
to find PhD students with a marketing background. We therefore had to fill in the
following required fields: Job Title, Company, Location, Type (full-time/part-time),
Experience (i.e. Junior level), Industries (five choices is the maximum), Functions,
Job Description. The other fields were facultative: compensation, referral bonus,
desired skills & experience and company description. There are two more options
present, to show your profile as the hiring master or not and whether the applications
should be collected through LinkedIn or through an external website. Once this was
finished we were shown a list of possible candidates, which were already following a
PhD and the extra option to buy a 95 dollar package to unlock the 24 matches shown
to us. The last step asked for the credit card credentials. A paid job post of 195 dollar
would remain posted on LinkedIn and are guaranteed to appear in search results and
Twitter48, for 30 days.
The Find top talent (LinkedIn, 2011c) category is comparable to the Talent
subscription for members. This time the subscription, Recruiter and Recruiter
Professional Services, offers collaboration and even more options to organize profiles
and communicate with possibly interesting members. The difference between both
packages is that the Recruiter Professional Services automates the software package
by outsourcing it to a third party. The last product in this service is Talent Direct,
which sends direct mail (Inmail) to all targeted members.
The last service called Build your talent brand (LinkedIn, 2011c) offers various ways
to brand a company or to advertise its vacant positions to LinkedIn members. The
career page was already mentioned. Jobs can be advertised as well through
Recruitment Ads, the system is similar to normal ads, however more job relevant and
extendable to the Work with us service. This service provides ads on the profiles of
employees in order to make them work as brand ambassadors. Lastly, LinkedIn
provides Recruitment Insights, a service to optimise recruitment. This service surveys
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target candidates, shapes the message accordingly, benchmarks against other
competitors and measures the effectiveness of the campaign.
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7.3.4.2. Premium accounts
As already mentioned, our identity of Jorick was offered a choice between a basic
subscription and various premium subscriptions. We will list the functionality of the
basic subscription and the premium subscriptions here.
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These are not the only subscription plans, every Premium subscription plan has three
levels ranging between a monthly fee of 19.95 dollar and 499.95 dollar. There are
three different kinds of subscription plans, each with a certain customer in mind: the
Business49 subscription, which is targeted for business owners who would like to find
new contractors, experts and business partners.50 Secondly, there is a special plan for
job seekers, called Job Seeker (LinkedIn, 2011d), which promotes job seekers in
various ways (i.e. through a Job Seeker Notification Badge and ranking higher via
Featured Applicant status). Lastly, recruiters have their special plan as well to find
relevant applicants, Talent (LinkedIn, 2011k). These three sets of plans have in
common that communication on LinkedIn is easier (contact everyone through Inmail,
introduce yourself to company/expert/potential employee, let anyone contact you with
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Openlink) and information is easier accessible (through searches, who viewed your
profile, and more specific for the Business and Talent plans, search filters, automated
searches, folders to organise profiles, a Reference Search to get the real story of a
candidate, expanded profiles and see names of 3rd degree and group connections).
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In this conclusion we bring together the constraints that are put on the user and what
the affordances are during registration51, the privacy statement and the
commodification of PII on LinkedIn.
LinkedIn used the strongest visual constraints to keep the attention away from the
privacy statement and the terms of service. This was achieved by mentioning it away
from the ‘Sign up’-button. Users were further logically constrained to fill in as much
information as possible. Lastly, it was also possible to connect with an e-mail account
in order to add existing contacts from the e-mail account to LinkedIn. Users could
expect that this is only needed once, during registration, but LinkedInk keeps the email account for a whole year.
Users were also constrained in finding the privacy settings. These settings were set to
default with regard to social advertising and participating in LinkedIn’s ad network
outside the platform.
LinkedIn also physically constrains users’ possibilities in order to sell them premium
accounts. These accounts enable users to contact more people and to engage with the
service in a richer way.
It is a perceived and real affordance that third parties may advertise. LinkedIn does
not get into detail about the various ways this might happen, so these real affordances
are unclear to the user and not part of the perceived affordances. It does ensure that
this is completely anonymous by providing broad categories and minimum amounts
of targetable audiences.
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Beste Rob
!
Deze link was blijkbaar inderdaad niet correct aangepast.
Al onze Ad Sales verlopen inderdaad momenteel via Belgacom Skynet.
Integrated products zijn nog steeds via eigen kanalen beschikbaar.
Alle ads lopen sowieso ROS, maar staat los van de targeting criteria. Je kan
steeds kiezen voor Age, gender, Location op alle ROS display
mvg
Tom
TO M S E G E R S
Head
of
Business
Development Benelux
tom@massivemedia.eu
MASSIVE MEDIA NV
netlog.com/tomsegers
Emile Braunplein 18
M +32 472 93 48 39
B-9000 Ghent
Visit our corporate site
T +32 2 400 43 21
VAT BE 0859.635.972
This e-mail may contain proprietary and confidential information and is intended
for the recipient(s) only. If an addressing or transmission error has misdirected
this e-mail, please notify the author by replying to this e-mail. If you are not the
intended recipient(s), disclosure, distribution, copying or printing of this e-mail is
!"#$%&'(')*+','-./00120'31/415'67158','9:;;'('</87=.0>''?=@'A1BCD5E'F='GH1.0=5E')I1'GHJ=51'
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strictly prohibited.
Begin forwarded message:
From: Rob Heyman <roheyman@vub.ac.be>
Subject: dead link advertising page Massive Media
Date: 17 november 2011 11:24:11 GMT+01:00
To: jm@netlog.com
Cc: Jo Pierson <Jo.Pierson@vub.ac.be>
Beste Jan Maarten Willems,
Wij hebben elkaar al eens ontmoet op de EMSOC Kick-off. Ik ben momenteel
bezig aan een state of the art van sociale media marketing services. En
daarin bekijk ik onder andere Netlog.
Nu heb ik een probleem en ik hoop dat jij mij daar mee kan helpen. Tijdens de
zomer kon ik nog aan alle informatie over de verschillende advertising
diensten van Netlog want je kwam via ʻAdvertise on Netlogʼ uit op een
advertisers page van Massive Media met daarop een overzicht. Deze
laatstgenoemde pagina geeft nu al meer dan een maand een 404 error.
Kan het zijn dat jullie deze paginaʼs niet meer gebruiken omdat jullie nu
samenwerken met Belgacom Skynet voor jullie ad sales? Of zijn jullie de ad
services aan het veranderen?
Ik zou ook nog langs deze weg willen vragen of jullie alles gaan outsourcen of
bijvoorbeeld jullie Brand Integration Service, Skin development en Gaming
Media bij Massive Media zelf houden. Kortom houden jullie de integrated
products zelf of worden die ook deel van de ad sales?
En dan nog een laatste vraag, de huidige producten aangeboden door
Belgacom Skynet omvatten enkel ROS ads, zijn jullie gestopt met targeted
advertising?
Met vriendelijke groeten,
Rob Heyman
Doctoraatstudent
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EMSOC User Empowerment in a Social Media Culture
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Rob Heyman, Jo Pierson and Ike Picone (IBBT-SMIT)

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