“Linking Up through LinkedIn” Be a Social Media Rock Star

“LinkingUpthroughLinkedIn”

BeaSocialMediaRockStar

August12,2009

Copyright © 2009 Shift Worldwide page 2

Shi:Worldwide•  “Changeforthosewhowantit”

•  Worldwideshi:underway

•  ProprietaryvirtualcommunicaDonsplaEorm

•  Virtualbusinessdevelopmenttraining

•  LiveconsulDng:research,facilitaDon,training&coaching

•  PaulTrout,CEO,Shi:Worldwide

•  20+yearsinprofessionalservices


What’sNext:Virtual•  Socialnetworkingistext‐based

•  Soon,virtualwillbepervasive,seamless

•  Shi:Worldwide’svirtualplaEormleadstheway

•  Today’smediumisdemonstraDonoffuture

•  “ExperDsefromadistance”

•  It’sallaboutbuildingrelaDonships


LearningObjecDves1.  IntrotoLinkedIn

2.  Common“me”vs.“them”uses

3.  TacDcsforalllevels

IntrotoLinkedIn


BuildingSocialCapital• Socialcapital=trust&reciprocity

• Closedvs.opennetworks

• WeakDes&idenDty

• “ConnecDngNetworks”


SocialNetworking

Facebook

Twi[er

LinkedIn

DominantcategoriesforfindingandsustainingrelaDonships

Sustain

Find

Personal Business Either/Both


LinkedInFacts•  LinkedIn‐43mmembers

•  Newmemberjoinseverysecond

•  HalfofmembersfromoutsideU.S.

•  ExecsfromallFortune500companies


WhyLinkedInWorks•  RevoluDoninOrganizaDon

•  “WeakDes”vs.memory

•  People,notcompanies,makedecisions

•  Buildsocialcapitalquickly,consistently

•  Accesstobackgroundinfoinvaluable


WhyLinkedInDoesn’tWork•  Li[lecontextforuse

•  Onlyneeditwhenyouneedit

•  “Helpme”ratherthan“helpyou”

•  Timidityinlinkingbeyondfirstdegree

•  SeeingitasasoluDon,notatooltosolve

Common“Me”vs.“Them”Uses


Common“Me”Uses•  Job/careerfocus:RecruiDngorSearch

•  MarkeDng/businessdevelopment/sales

•  KnowledgeabsorpDon


Valuable“Them”Uses•  “ConnecDngNetworks”

•  Updatecomments

•  KnowledgedisseminaDon

•  RecommendaDons

TacDcsforAllLevels


LinkedInTacDcsLevel Goal TacDc Value

Entry‐level• One‐%me=30mins.• Weekly=0mins.

Existence • Registra6on • CanBeFound• Recommended?

Mid‐range• One‐%me=60mins.• Weekly=30mins.

Awareness&BuildingAudiences

• Reconnec6on• HomePage• JoinGroups• Update(4:1)

• Rebranding• Ac6veLearning• LatentSharing

Advanced• One‐%me=180mins.• Variable=60

TargetedRela6onshipBuilding

• Recommenda6on• MakeConnec6ons• UpdateResponse• Ques6on/Answer

• SocialCapital• BuildTrust• ExpectReciprocity• ShareExper6se


StarDngOut:Profile•  Homepage=profile

•  Minimumprofessionaldataneeded

•  CurrentandPastCompany&PosiDons

•  Industry•  ProfessionalSummary

•  LocaDon•  Schooling•  ContactSehngs

•  Publicpagenowonweb

“Moreisbe*er.”


Search&Invites•  Searchto“connect”withothers

•  Searchavenues:•  Namespecific

•  Emailsystemaddresses

•  Other’snetworks•  School,worknetwork•  Groups

•  Makingandreceiving“connecDons”

•  **MessageinvitestobuildrelaDonships**

•  Creates1st–2nd–3rddegreelinks

“’Referral‐quality’

sendandaccept.”


Job/CareerFocus•  JobSearch

•  Jobs•  Company

•  Industry•  Title•  Geography

•  RecruiterSearch:•  Keywords•  NetworksofTargets•  Groups•  Companies

“Findthenconnect.”


MarkeDng/BizDev/Sales•  MarkeDng:

•  Q&AExpert•  GroupLeader•  Updatefrequently

•  BusinessDevelopment:

•  Searchthenconnect•  BuildingrelaDonships

•  Salesleads•  Backgroundinfo•  Warmcalls

•  WorkthroughconnecDons

“What’sinitforthem?”


KnowledgeAbsorpDon•  Interestand/orProfessionalGroups

•  QuesDons&Answers

•  CompanyorPersonBackground“LinkedInmakesyou

smarter.”


ConnecDngNetworks•  Connecttwoormorepeople

•  Haveareason

•  ProacDveorreacDve•  ProacDve:“sawaconnecDon”•  ReacDve:“canyouconnectmewith…”

•  Forwardaprofile,linkorsendInMail

“Twiceblessed.”


UpdateComments•  UpdatesimilartoFacebook,Twi[er

•  UnderuDlizedarea

•  “Promo”areabasedintruth

•  Developpersonalinsights(4:1)

•  Updatesappearonhomepage

•  CommentonothersifauthenDc

“Freshenmemory,takeinterest.”


KnowledgeDisseminaDon•  “Becomeanexpert”

•  Create,facilitateinterestgroups

•  AnswerquesDonsofothers

•  Recommendbooks,otherstonetwork

“LocaFon,locaFon,locaFon.”


RecommendaDons•  RecognizeothersexperDse/service

•  Likelytoreturnthefavor

•  #recommendaDonsappearsinsearch

•  Powerfultoolforbackground,credibility

“Recognizeand

reciprocate.”

Summary&Close


Summary•  Socialnetworkingisanewmedium

•  FindandsustainbusinessrelaDonships

•  Broadenweaklinks

•  Mevs.ThemUses

•  Buildyournetworkbeforeyouneedit!


QuesDons&ThankYou!PaulTrout,CEO

Shi:Worldwide207E.OhioSt.#332

Chicago,IL60611(773)856‐6500

ptrout@shi:worldwide.com

www.shi:worldwide.com

FollowmeonTwi[er@shi:worldwide