Académique Documents
Professionnel Documents
Culture Documents
Andrew Ballenthin
Version 1 February 6, 2010
Learning Outcomes
Bonus: Planning Pointers Tips and 10 areas that put you on the path to monetization 1. Time Management - Devise a plan for getting results based on your time 2. Leading The Pack - 5 super user tips for standing apart from your competition 3. Growing Your Database - 3 smart ways to build a quality and quantity Contact database 4. Unlock LinkedIns Secret - 1 key point that creates potential or wastes your time
5. Reach Huge Audiences - Learn how to reach 500,000 to 1.5 million people
These 10 points are a starting list of areas you should define in as much detail as possible before putting too much time into using LinkedIn. Why? If one or several of these areas are missing it can take more time to become a Super User and monetize your results. What usually prevents success is an invisible barrier that prevents you from making the progress you should. When invisible roadblocks appear its because one of the points above that has not been addressed and your results are telling you to go back and fix it. The good news is social media marketing is always about learning and improving.
The study also looked at goal setting and found these interesting correlations: The 27% that needed financial assistance had absolutely no goal setting process in their lives. The 60% that were living paycheck to paycheck had basic survival goals; such as managing to live paycheck to paycheck. The 10% that were living comfortably had general goals. They thought they knew where they were going to be in the next five years. The 3% that were financially independent had written out their goals and the steps required to reach them.
Source: Pius Ephenus, Goal Setting - The Power of Writing Down Your Goal. Full article -http://bit.ly/635l9G.
Example 2 - As a sole businesses owner I will spend 5 hours a week answering 5 to 10 questions related to my industry in Polls or Group Discussions. I will also invite 10-25 highly targeted customers and industry influencers to be part of my network each week. I will keep a weekly report for tracking people I start discussions with so I can nurture those relationships as potential clients and future business alliances.
Now that you have goals you need to determine how much time you can put into getting your results. There are a few factors that will either make you a Super User or a super time waster. By weeding out what wastes your time versus what is a valuable use of time you can master LinkedIn and be highly productive.
Exercise 1
Write TW (Time Waster) on the line beside the bullet point if it is an area you are unclear about or you feel under-experienced doing. Write SU (Super User) if its an area you feel confident of your knowledge or your skills are equal or above average for getting results now. ___ Do you have at least 4 features of LinkedIn you can use really well ___ Are you operating from business goals rather than random activity ___ Do you have the focus to keep asking yourself, am I being busy versus effective ___ Do you know how to interact and bringing out the best in connections ___ Do you know what enables direct and indirect monetization for your business ___ You have a clear knowledge of who your audience is and how many people ___ Do you know how to convey a consistent brand image ___ The ability to give your audience original, valuable and inspiring content ___ What time will you schedule each week to ensure you become well recognized ___ Are you excellent at the art of valuable and compelling communication ___ The ability to watch for subtle changes and continually adapt
1. 2. 3. 4. 5.
Write out 1 of your goals that is aligned with your Super User strengths.
Note how much time you will apply to your goal using your strengths each week.
Exercise Summary
By matching your strengths, to your goals and your weekly time budget you will be well positioned to get excellent results. The areas where you need to improve should be seen as investment time outside of your weekly budget that will pay back in the future.
Job Searching In addition to networking with most of her real world professional connections on LinkedIn, and joining groups, she researched LinkedIn for company information and potential connections before applying for any jobs. She saw a dramatic difference in how many phone interviews or offers she got from traditional online boards (5% response rate) versus online and offline networking (31% response rate). During her search, she made a weekly goal of 3 meetings with her connections, to learn what might be happening in the job market. When she saw a job posting for what is now her current job, she looked up and connected to a former co-worker through LinkedIn, who introduced her to the hiring manager. Story by Kathy Robinson, Career coach at Turning Points Career Consulting. Article on Christine Midwood, program director and product manager.
http://blog.linkedin.com/2009/08/11/kathy-robinson-why-linked-in-is-high-octane-fuel-for-job-searching
Linkedin has been a very valuable tool for my business. Im based in Singapore running a boutique PR company and have been contacted through Linkedin by companies from the US, UK, Australia and other parts of Asia. Ive had the opportunity to work with some major clients who I would never normally had access too. As well as form some strategic alliances with other small PR companies in other countries... The individuals on Linkedin are all professionals and take both their business and other businesses seriously... Put simply Linkedin is terrific! Linda Ruck - Director Linda Ruck Communications, Public Relations & Branding, Events, Media Campaigns
http://www.communitymarketing.typepad.com/my_weblog/2009/10/an-understated-hero-linkedin-a-global-village-of-goodwill.html
1. An 18 month vision and clear goals. 2. A clear and compelling personal and company profile. 3. They knew who their audience was and talked to them regularly. 4. Their ideas were innovative and offered compelling value. 5. They were dedicated to nurturing their audience and developing real relationships.
These 5 points were implemented with the highest level of professionalism, persistence, and tenacity. Their drive in these areas enabled them to stand apart from their competition. Keep in mind its tougher than ever to be unique on LinkedIn with over 55 million members and 55,700+ groups. However these 5 points together are a secret that makes master networkers and group leaders stand apart from their competition.
Exercise
The above points are only effective if you know what makes you highly different than your competition and you have bigger plans for getting there than your competitors. Describe what is highly unique about your plans and why that puts you in the top 2% category.
Linked In is now part of my daily business life. It has allowed me to meet people, all be it virtually. Created business opportunities and provided tons of invaluable information. Best of all through the site I have been able to prove and confirm that product design and definition and product acceptance on a world wide basis. With LinkedIn the World is a smaller place and working cross boarders is suddenly easy. Mark Alford - Director at StorePOINT International Ltd
http://www.communitymarketing.typepad.com/my_weblog/2009/10/anunderstated-hero-linkedin-a-global-village-of-goodwill.html
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Step 3 - Once you are a member of a Group, click on it to open it. You will see listings for Discussions, News, Jobs, Sub Groups, etc. Click on News. Step 4 - Enter the URL that posts your content to that groups news listings. This can be repeated for all your groups.
Beware:
Over posting to groups that overlap can quickly give you a reputation as a spammer. If the content is self-promotional expect nil response rates. If the group manager does not like your activity they can remove you without warning and ban you from the group. Keep track of being busy versus effective. This can be a time consuming process with great or no payback. Watch results and measure activity closely. If things are not going well, dont get discouraged if you hit a low spell of traffic, people are still watching you. Do the marketing audit on page 3 to see where you might be getting it wrong.
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Andrew Ballenthin is the President of Sol Solutions an integrated marketing consultancy. He has 18 years of experience focusing on branding, promotions, online and offline marketing. Andrews leading edge social media marketing work received media coverage from The Wall Street Journal This Morning, Quebecor, MarketingVOX, Project Management Institute, Drug Information Association and many others. Presently, he is working on two new books, Naked Social Media and How To Become A LinkedIn Super User.
Q. How much time do you spend on LinkedIn and how do you utilize your time?
Between writing and sharing blogs, up to 50 LinkedIn groups, and interacting with comments and discussions, I spend an average of 6 hours per week. My communications program allows me to reach over 1.8 million group members. If I was to advertise to the same audience with offline media, it would cost me between $20,000 to $40,000 dollars per initiative. The time spent is a small price to pay.
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Zhu Shen, PhD, MBA is an award-winning business leader, author, media personality and thought leader in cross-Pacific life science business. She is CEO of BioForesight, a strategic consulting company providing partnering, financing, advisory outsourcing, cross-cultural training and media/public relation services for clients worldwide. She is an expert in social media with over 9 million connections in her LinkedIn network. She produced a critically-acclaimed DVD on social media entitled The Art and Science of Networking and Social Media.
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Ben Benedetti is a freelance producer and corporate executive working in the entertainment industry for the past seventeen years. He has extensive experience in both management andadministration in all phases of production including network, studio operations and facility management. Ben created the LinkedIn group Film and TV Professionals having grown to over 24,000 members in less than 9 months.
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Q. How has building your connections changed over time? I was sent an invitation from a fellow soccer coach. We are both Dad soccer coaches for our sons teams. I would say for a good year I didnt really use LinkedIn. I set up a basic profile, invited a few friends but it pretty much languished. I didnt really understand it. I went through a couple of career transitions and became quite active on LinkedIn, for the purpose of career networking. Now, its kind of at a maintenance level, increasing connections in a thoughtful way. I belong to GroupLinked.com and TopLinked.com which provide more power LinkedIn networking - so you are sending out hundreds of invitations.
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Lena West is an award-winning social media consultant, blogger, speaker, journalist and technologist. She is CEO & Chief Strategist of xynoMedia a social media consulting, implementation and development firm helping women-owned and leading companies profit from the power of social media and Internet. Q. What have you seen as the added-value of LinkedIn? The first value is the ability to stay in touch with people in a way that is socially acceptable for most business people. There are some people that still feel that Facebook and Twitter are just not business-appropriate. The second value is the ability to stay in touch as people move from company to company. People change jobs - their contact information changes - their LinkedIn profile is always a good place to get their new information because people take the time to update their profiles. Having this one repository of information from which to reach out to people and stay in touch is an immense value. Another value is being able to request a connection from people I know and to connect with people whom I dont. These types of introductions are almost expected - very much apart of the LinkedIn culture. You can ask others to recommend you to connect in other networks. What is even better is that LinkedIn is built to facilitate these kinds of introductions. The LinkedIn interface makes it so easy for me to help someone. Q. How did you build your connections? Initially my connections were mostly from people who sent me invitations to connect. We got really smart and strategic about building connections on LinkedIn so I asked my assistant to initiate invitations to connect with people whom I met as a speaker at conferences and attending networking events. We customize the standard LinkedIn invitation message by informing people on where and how we met...and that Id like to stay connected on LinkedIn. Its a great way to build connections.
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