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Linked In Exec4r

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Guide for CEOs, CMOs and CIOs for discovering the relevance of LinkedIn and executive business networks for enterprise process innovation

Guide for CEOs, CMOs and CIOs for discovering the relevance of LinkedIn and executive business networks for enterprise process innovation

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  • 1. LinkedIn: Executives’ 21st Century Business Accelerator Scale Your Business by Building Trusted Relationships Online Entire contents © 2008 by Christopher S. Rollyson
  • 2. Copyrighted material Ecosystem: Chris Rollyson, 20 Years of Experience with Strategic Change • Global firms, startups, boutiques • Management consultant • Marketing executive • Executive coach • Disruptive change • Cross-cultural 2 LinkedIn: Executives’ 21st Century Business Accelerator 10/14/08
  • 3. Copyrighted material Ecosystem: Web 2.0 Overview • Expertise economy YouTube • Real-time, global Web 2.0 • Many-to-many Blog • Distributed Wiki Podcast • Digital • Fast Flickr Tagging RSS 3 LinkedIn: Executives’ 21st Century Business Accelerator 10/14/08
  • 4. Copyrighted material Ecosystem: How LinkedIn Changes the Numbers of Profitability • Trusted relationships are based on – Information – Relevance – Personal connection • Fit between client and provider – Changed economics The Long Tail means the niche is economically viable 4 LinkedIn: Executives’ 21st Century Business Accelerator 10/14/08
  • 5. Copyrighted material Ecosystem: “Social” Networks, What’s the Big Deal? • Untethered from geography • Find specific people on demand • Communicate asynchronously • Reduce transaction costs • LinkedIn: your window – Understand networks The door is unlocked: – Unlock potential Learn to turn the knob 5 LinkedIn: Executives’ 21st Century Business Accelerator 10/14/08
  • 6. Copyrighted material Ecosystem: Using LinkedIn for Business • LinkedIn: the global storefront for individuals and teams • Blogs: showcase for expertise Exotics – Opinions, insights about relevant phenomena Website – Outreach, co-promotion • Website: static, businesslike Blog – Information about your firm • Exotics LinkedIn – Podcasts, video – Facebook, MySpace – Wikis Web 2.0 Pyramid for Executives and Professionals 6 LinkedIn: Executives’ 21st Century Business Accelerator 10/14/08
  • 7. Copyrighted material Ecosystem: LinkedIn, Your 21st Century Business Accelerator • Company point of view – Understand social networks’ opportunities for your business – Apply LinkedIn to sales, recruiting, PR, service, R&D… 2003: 4,800 • Individual point of view 2004: 1,000,000 – CxO tenures less than 2 years 2005: 3,600,000 – The closest thing to security 2006: 8,000,000 – Your personal network helps 2007: 10,000,000 to hit the ground running 2008: 26,000,000 – Your LinkedIn network is yours 7 LinkedIn: Executives’ 21st Century Business Accelerator 10/14/08
  • 8. Copyrighted material Rosetta Stone: Network Review • Networks, connections and levels – Your network – The LinkedIn network – Intros and InMails • Accounts – Free – Business and Plus – Enterprise • Privacy & controls 8 LinkedIn: Executives’ 21st Century Business Accelerator 10/14/08
  • 9. Copyrighted material Rosetta Stone: LinkedIn, What Is It and Why Should You Care? • Reduces transaction costs – Finding people – Helping people – Connecting with people – Getting things done • Makes your network for actionable – For you – For others in your network = More business 9 LinkedIn: Executives’ 21st Century Business Accelerator 10/14/08
  • 10. Copyrighted material Rosetta Stone: Key Processes Overview 1 • One: write Profile 2 • Two: add Connections 3 • Three: respond to Invitations 4 • Four: search 5 • Five: forward Introductions 10 LinkedIn: Executives’ 21st Century Business Accelerator 10/14/08
  • 11. Copyrighted material Rosetta Stone: Envisioning Your Community • The two poles – Tight ties – Loose ties: let the LIONS roar • Manage expectations – Know yourself… what suits you? – Know your people… what suits them? • Your role as host • Managing connections on the grid.. and off 11 LinkedIn: Executives’ 21st Century Business Accelerator 10/14/08
  • 12. Copyrighted material Advanced Technique: Action Templates, the Key to Proactivity and ROI External Network Management Network Living • Add connections • Searching • Respond to invitations • Forwarding Introductions Focus Professional Presence Network Building • Profile management • Searching Internal • Add connections Investment Type Passive Active 12 LinkedIn: Executives’ 21st Century Business Accelerator 10/14/08
  • 13. Copyrighted material Advanced Technique: Recommendations Overview • Writing – Reward your strongest connections – Be specific, sincere and short – How the person made impact • Requesting – Specify what you want – Ask diverse people LinkedIn: recommended people contacted 3x others 13 LinkedIn: Executives’ 21st Century Business Accelerator 10/14/08
  • 14. Copyrighted material Advanced Technique: Answers… and Questions • Professional crowdsourcing! • Build your expertise by answering questions • Ask for advice by asking questions – The entire LinkedIn community – Only your trusted (1st Level) connections 14 LinkedIn: Executives’ 21st Century Business Accelerator 10/14/08
  • 15. Copyrighted material Advanced Tools: Groups, Bonanza for Associations • Controlled exposure: contacts with Groups members • Private groups invisible except to members • Create your own affinity group 15 LinkedIn: Executives’ 21st Century Business Accelerator 10/14/08
  • 16. Copyrighted material Executive’s Guide to LinkedIn: Seminars to Drive Your Technique Key Goals Key Goals Key Goals • Apply Action Templates to build • Assumes understanding of most • Applies LinkedIn and other Web your strategy LinkedIn features 2.0 and social network resources to your firm!s major • Understand and use LinkedIn's • Focuses on orchestrating processes advanced features LinkedIn's features to run coordinates initiatives • Business development • Create a network building strategy • Integrates use of select external • Client relationship management resources with LinkedIn • Optimize your network between • Recruiting and retention activities tight and loose ties • Public relations Deliverables Deliverables Deliverables • Written strategic plan for your • Written plan, with specific • In-house training and mentoring initiative, with specific tactics tactics and follow-ups • Strategy and program and follow-ups • Join the Executive's Guide to development • Join the Executive's Guide to LinkedIn Group on LinkedIn • Client impact studies LinkedIn Group on LinkedIn • Access to Executive's Guide to • Innovative collaboration and • Continue collaborating in EGLI LinkedIn intranet (wiki) business development models wiki 16 LinkedIn: Executives’ 21st Century Business Accelerator 10/14/08
  • 17. Copyrighted material Executive’s Guide to LinkedIn: Seminars for Functions and Industries Business Development: Recruiting and Talent Professional Services: Using LinkedIn to Acquisition: Driving a Using LinkedIn to Change the Numbers Rapid Revolution Strengthen Your Firm Key Goals Key Goals Key Goals • Pilot LinkedIn in several parts • Assemble working group • Pilot to apply LinkedIn to of your discovery process including firm talent acquisition, prospect discovery recruiters and others • Experiment with LinkedIn in • Explore using Linkedin to add your solution design process • Talent acquisition: create pilot to value to client experience attract target candidates and • Create EGLI working group to • Client relationship management leverage employees help you succeed with • Recruiting and retention innovation • Recruiters: create pilot to use • Thought leadership LinkedIn to magnify value-add • Using blogs to boost results Deliverables • Using blogs to boost results Deliverables • LinkedIn pilot plan Deliverables • Plan of your LinkedIn pilot, with • Plan for in-house training and milestones • Written strategic plans for your mentoring initiatives, with specific tactics • Crowdsourcing plan • Strategy and program and follow-ups • Measurement metrics development: marketing • Crowdsourcing plan • Collaboration plan with people • Measurement metrics • Measurement metrics in complementary businesses • Online collaboration • Online collaboration 17 LinkedIn: Executives’ 21st Century Business Accelerator 10/14/08
  • 18. Copyrighted material Executive’s Guide to LinkedIn: Contact Information Christopher S. Rollyson, Founder EGLI Contact • chris@rollyson.net or +1.312.925.1549 Information Information • http://executivesguide-linkedin.com • http://executivesguide-linkedin.com/blog/ The Global Human Capital Journal • Reports on Web 2.0, social networks Thought • CEOs, CMOs and CIOs Leadership Leadership • http://globalhumancapital.org The Social Network Roadmap • How firms leverage all Web 2.0’s moving parts • http://socialnetworkroadmap.com 18 LinkedIn: Executives’ 21st Century Business Accelerator 10/14/08