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Upgrading LinkedIn’s Services and Providing Expert Guidance.

LinkedIn, a wholly owned subsidiary of Microsoft, connects 1 billion professionals and 67 million companies in more than 200 countries and territories. LinkedIn, an Adobe Experience Manager (AEM) user, needed to modernize its AEM implementation to serve its customers better. This included a migration from AEM’s ClassicUI to its new TouchUI.
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Objectives

Personalize LinkedIn’s business offerings
Ensure LinkedIn Talent Solutions, LinkedIn Campaign Manager, LinkedIn Sales Navigator, and LinkedIn Learning attract paying prospects with personalized information.
Simplify Adobe Target integration
Improve other personalization capabilities by simplifying the integration between AEM and Adobe Target.
Modernize LinkedIn’s AEM implementation
Transition the company from the former ClassicUI to the improved TouchUI.
Provide technical guidance
Act as a trusted partner to help LinkedIn improve its capabilities.

Challenges

Outdated version of AEM
The existing implementation lacked Adobe’s recent technological advances, such as the ability to use Experience Fragments for improved personalization and automation.
Cumbersome manual processes
The existing AEM – Adobe Target integration depended heavily on manual tasks such as copy and paste, making it hard to use.
Large scope of work
Modernizing LinkedIn’s implementation required multiple contractors, which required management and coordination to move everyone toward a common goal.

Solution

Phase 1: Strategy and Planning

KBWEB Consult and LinkedIn assembled a cross-functional team of marketers and technologists to analyze the current capabilities of LinkedIn’s Adobe implementation and to define future needs. During this effort, KBWEB provided key technical assistance to the team to help define future capabilities and implementation tasks.

Phase 2: Implementation

KBWEB Consult and LinkedIn worked together to install the new version of AEM. The parties also modernized the integration between AEM and Adobe Target and ensured the new personalization capabilities worked properly.

Phase 3: Training and Adoption

KBWEB Consult and LinkedIn worked together to drive the cutover process between the old and the new systems.

While the modernized implementation was much simpler to use, the extensive changes in the system required documentation and training materials. KBWEB Consult created the necessary user guides, administration guides, and maintenance “how to” materials to ensure that LinkedIn could keep the system running smoothly and realize the benefits of the upgrade.

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Results

AEM modernization achieved immediate results for LinkedIn’s marketing staff, reducing the implementation time of marketing campaigns by half. Automation also reduced the errors resulting from the former manual processes.

Conclusion

LinkedIn is among the top 25 visited websites (of all types) in the United States, but it could easily fall out of that category if it falls behind its competitors.

The joint efforts of LinkedIn and KBWEB Consult ensure that LinkedIn will remain relevant to its business and individual customers and that it will continue to attract and retain users in the future.

“I had the pleasure of working with Krass during my time at LinkedIn on our AEM modernization initiative. He was a driving force behind our TouchUI migration, and provided exceptional technical guidance as we shaped our strategy for transitioning to a modern AEM stack. His contributions were invaluable, especially in facilitating technical shifts and overseeing other contractors on his team.”

- Brodie Yazaki, Engineering Manager, LinkedIn

About KBWEB Consult

Why KBWEB Consult

We are a boutique technology consulting firm (founded by Krassimir Boyanoov) specializing in the implementation and delivery of Adobe Experience Cloud technologies, such as AEM Sites and AEM Assets.

  • We are results-driven
  • We are experienced and knowledgeable
  • We don’t compromise on quality
Hi, I’m Krassimir Boyanov

My mission is to help you turn your Adobe AEM customer facing website into your best salesperson that…

Positions your firm as the authority in your industry above your competition
Helps you scale your marketing, making it more effective and less time consuming
Elevate your firm’s Content Management Teams efficiencies, by teaching them how to make world class components library
Builds your audience of qualified leads who give you permission to market to them
Improve the ROI of your Adobe AEM Implementation by helping you achieve the best industry practices and trends
Wins you more business and more clients 24/7 even while you sleep

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