LinkedIn: Executives’ 21st
Century Business Accelerator

Scale Your Business by Building
Trusted Relationships Online




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              Ecosystem: Chris Rollyson, 20 Years of
              Experience with Strategic Change...
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              Ecosystem: Web 2.0 Overview


              • Expertise economy
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              Ecosystem: How LinkedIn Changes the
              Numbers of Profitability

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              Ecosystem: “Social” Networks, What’s
              the Big Deal?

              • Unt...
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              Ecosystem: Using LinkedIn for Business

              • LinkedIn: the global storef...
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              Ecosystem: LinkedIn, Your 21st Century
              Business Accelerator

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              Rosetta Stone: Network Review


              • Networks, connections
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              Rosetta Stone: LinkedIn, What Is It and
              Why Should You Care?

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              Rosetta Stone: Key Processes Overview



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              Rosetta Stone: Envisioning Your
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              • The two pole...
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              Advanced Technique: Action Templates,
              the Key to Proactivity and ROI
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              Advanced Technique:
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              Advanced Technique: Answers… and
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              Advanced Tools: Groups, Bonanza for
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              Executive’s Guide to LinkedIn: Seminars
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              Executive’s Guide to LinkedIn: Seminars
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              Executive’s Guide to LinkedIn: Contact
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              Chris...
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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

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Linked In Exec4r

  1. 1. LinkedIn: Executives’ 21st Century Business Accelerator Scale Your Business by Building Trusted Relationships Online Entire contents © 2008 by Christopher S. Rollyson
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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

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