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Knock It Off: A 4-point Stop-doing List That Will Make You 9 Gajillion Percent* More Effective on LinkedIn | Talent Connect Vegas 2013
 

Knock It Off: A 4-point Stop-doing List That Will Make You 9 Gajillion Percent* More Effective on LinkedIn | Talent Connect Vegas 2013

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Ajax Workforce Marketing's Jason Seiden shares actionable lessons about engaging executives and peers, managing internal communications, optimizing LinkedIn profiles, and measuring success. ...

Ajax Workforce Marketing's Jason Seiden shares actionable lessons about engaging executives and peers, managing internal communications, optimizing LinkedIn profiles, and measuring success.

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Knock It Off: A 4-point Stop-doing List That Will Make You 9 Gajillion Percent* More Effective on LinkedIn | Talent Connect Vegas 2013 Knock It Off: A 4-point Stop-doing List That Will Make You 9 Gajillion Percent* More Effective on LinkedIn | Talent Connect Vegas 2013 Presentation Transcript

  • Knock It Off A 4-Point “Stop Doing” List That Will Make You 9 Gajillion Percent* More Effective On LinkedIn Jason Seiden CEO, Ajax Workforce Marketing (*Rough Estimate)
  • Knock it off, right now.
  • Stop cramming down rules about how to use LinkedIn. – me info@ajaxwm.com
  • Internal communication challenges = Market facing disconnects. info@ajaxwm.com
  • Personal branding vs. employer branding on LinkedIn profiles For Fortune’s top 25 Best Companies to Work For 60.0% 50.0% 40.0% company branding personal branding 30.0% 20.0% 10.0% 0.0% max mean min info@ajaxwm.com
  • Stop expecting executives and professionals to see social media the same way. –me again info@ajaxwm.com
  • info@ajaxwm.com
  • Professional Personal Network Network info@ajaxwm.com
  • Professional Personal Network Network info@ajaxwm.com
  • Stop treating this like something that can be controlled from the top. – yeah, me info@ajaxwm.com
  • inmaps.linkedinlabs.com info@ajaxwm.com
  • Influence what you can. (Quickly.) info@ajaxwm.com
  • Stop expecting LinkedIn strategies to be all offense all the time. – you’re not going to believe this, but… me info@ajaxwm.com
  • info@ajaxwm.com
  • Reduce risk, wait for the win. info@ajaxwm.com
  • Stop: dictating trying to use 1 solution for everyone controlling social communications playing 100% offense info@ajaxwm.com
  • Now run like hell.
  • Actually, don’t.
  • Win-win is opt-in. – Lisa Cervenka, Ajax brand nerd info@ajaxwm.com
  • Message impact = reach * resonance effort info@ajaxwm.com
  • Applying traditional marketing to social: Expensive. Need people following the company. Message impact = Limited. People have their guards up. reach * resonance effort Expensive. Weight is born by corporate and/or an agency. info@ajaxwm.com
  • Applying traditional marketing to social: Expensive. Need people following the company. Message impact = Limited. People have their guards up. reach * resonance effort Expensive. Weight is born by corporate and/or an agency. info@ajaxwm.com
  • Applying traditional marketing to social: Expensive. Need people following the company. Message impact = Limited. People have their guards up. reach * resonance effort Expensive. Weight is born by corporate and/or an agency. info@ajaxwm.com
  • Applying traditional marketing to social: Expensive. Need people following the company. Message impact = Limited. People have their guards up. reach * resonance effort Expensive. Weight is born by corporate and/or an agency. info@ajaxwm.com
  • Who do you trust… when it comes to a company’s employer brand? 63% 21% 11% Employees CEO Spokesperson 2013 Edelman Trust Barometer info@ajaxwm.com
  • In other words… Here’s how much of every dollar spent has impact: 63¢ Employee Messaging 21¢ CEO Messaging 11¢ Spokesperson Messaging info@ajaxwm.com
  • info@ajaxwm.com
  • info@ajaxwm.com
  • info@ajaxwm.com
  • info@ajaxwm.com
  • Applying workforce marketing to social: Amplified by size of employees’ personal networks. Message impact = Amplified by employees’ knowledge of their networks’ interests. reach * resonance effort Distributed to the shoulders of employees around the company. info@ajaxwm.com
  • Applying workforce marketing to social: Amplified by size of employees’ personal networks. Message impact = Amplified by employees’ knowledge of their networks’ interests. reach * resonance effort Distributed to the shoulders of employees around the company. info@ajaxwm.com
  • Applying workforce marketing to social: Amplified by size of employees’ personal networks. Message impact = Amplified by employees’ knowledge of their networks’ interests. reach * resonance effort Distributed to the shoulders of employees around the company. info@ajaxwm.com
  • Step 1 of 3 info@ajaxwm.com
  • Messaging info@ajaxwm.com
  • (Because communication needs more than tools.) info@ajaxwm.com
  • “YOLO, dude.” “Oh, hey man, just do it.” info@ajaxwm.com
  • “YOLO, dude.” “Oh, hey man, just do it.” “I make apparel for people who play hard.” info@ajaxwm.com
  • Step 2 of 3 info@ajaxwm.com
  • Hearts & minds info@ajaxwm.com
  • “We tried that, it didn’t work.” 1. 2. 3. The agency’s campaign failed. Our CEO’s edict failed. Giving up seemed to work! info@ajaxwm.com
  • One question: Why would an employee go along? What’s In It For Them? info@ajaxwm.com
  • Solve the employee’s problem They need 1 profile for 2 networks info@ajaxwm.com
  • Step 3 of 3 info@ajaxwm.com
  • Message 1 Message 2 Resonance Pull through Engagement Impact Conversion Avg Revenue Value Extrapolated Resonance Pull through Division 1 79.60% 37.41% 37% 83.49% 31.00% $801.77 $248.54 $6,364,608 33.60% 51.63% Recruiting 58.29% 52.34% 99% 87.90% 86.82% $8,353.00 $7,251.92 $185,707,102 60.08% 21.50% Hiring Mgrs 70.80% 49.97% 23% 32.16% 7.42% $6,977.81 $517.50 $13,252,261 28.77% 12.00% Sales 92.09% 40.89% 11% 60.62% 6.80% $704.36 $47.87 $1,225,949 46.21% 22.48% Marketing 11.34% 20.92% 51% 64.24% 32.75% $2,620.53 $858.12 $21,974,853 42.50% 88.05% Execs Ops 57.21% 67.67% 95.38% 32.87% 14% 28% 69.13% 69.56% 9.49% 19.69% $4,286.02 $79.14 $406.77 $15.58 $10,416,644 $399,002 77.93% 7.39% 29.62% 44.82% PMO 59.18% 3.43% 34% 76.62% 25.93% $9,232.82 $2,393.70 $61,297,754 46.62% 37.67% Division 2 44.61% 48.77% 42% 11.76% 4.89% $230.20 $11.25 $288,130 73.09% 42.83% Recruiting 81.86% 31.09% 43% 1.56% 0.67% $4,941.94 $33.32 $853,293 52.75% 96.53% Hiring Mgrs 22.10% 98.19% 26% 78.99% 20.35% $7,492.50 $1,524.97 $39,051,307 59.17% 4.97% Sales 79.13% 6.26% 29% 33.41% 9.71% $2,746.45 $266.64 $6,828,223 80.73% 57.08% Marketing 62.44% 57.69% 42% 43.57% 18.20% $2,356.82 $428.85 $10,982,099 12.23% 46.43% Execs 76.92% 24.42% 66% 8.99% 5.93% $2,746.50 $162.84 $4,169,973 59.29% 80.34% Ops 15.90% 93.32% 23% 6.02% 1.40% $3,737.77 $52.27 $1,338,554 2.47% 95.99% PMO 10.55% 99.67% 82% 52.67% 43.10% $8,275.52 $3,567.01 $91,344,035 80.90% 37.45% Division 3 86.96% 34.94% 67% 74.68% 50.00% $7,860.26 $3,930.43 $100,650,441 63.45% 44.23% Recruiting 49.49% 59.01% 60% 94.70% 56.42% $5,203.55 $2,935.66 $75,176,485 70.20% 33.65% Hiring Mgrs 16.16% 46.69% 75% 67.19% 50.11% $3,445.83 $1,726.67 $44,216,578 76.88% 27.18% Sales 96.81% 5.12% 98% 84.50% 82.48% $1,722.40 $1,420.57 $36,377,888 91.08% 29.25% Marketing 11.60% 33.49% 64% 99.16% 63.90% $571.76 $365.35 $9,355,865 53.64% 47.26% Execs Get the facts 63.01% 59.51% 32% 43.47% 13.71% $2,366.31 $324.39 $8,306,944 46.12% 26.46% 15.51% 38.94% 68% 28.64% 19.45% $2,946.79 $573.27 $14,680,236 17.88% 84.61% 7.85% 75.70% 73% 11.33% 8.28% $9,881.56 $817.71 $20,939,804 1.64% 13.24% 69.62% 8.22% 43% 28.79% 12.46% $201.74 $25.13 $643,558 80.07% 32.84% 32.53% 9.97% 24% 18.81% 4.45% $6,337.34 $282.27 $7,228,346 42.49% 34.40% 50.76% 1.15% 73% 33.58% 24.63% $5,684.51 $1,400.24 $35,857,437 4.81% 62.19% 26.18% 29.50% 73% 61.26% 44.43% $9,839.81 $4,372.16 $111,962,334 25.15% 13.66% 64.25% 83.56% 62% 74.56% 46.32% $5,215.50 $2,415.61 $61,858,898 98.11% 99.50% 51.64% 95.75% 5% 27.97% 1.27% $1,304.69 $16.53 $423,287 90.67% 78.58% 1.70% 15.12% 30% 20.54% 6.07% $1,831.01 $111.07 $2,844,237 70.55% 0.20% PMO 95.74% 70.81% 97% 2.16% 2.09% $6,102.67 $127.83 $3,273,540 9.99% 33.26% Division 5 62.67% 54.34% 41% 88.37% 36.18% $9,352.94 $3,383.72 $86,650,309 15.89% 26.42% Recruiting 0.91% 38.15% 81% 54.44% 44.07% $7,022.76 $3,095.16 $79,260,937 90.41% 47.52% 54.26% 58.46% 99% 5.30% 5.24% $1,954.53 $102.45 $2,623,531 71.22% 22.02% 7.30% 65.82% 15% 89.61% 13.83% $8,886.94 $1,229.02 $31,472,768 16.28% 75.47% Marketing 17.28% 37.67% 40% 1.96% 0.79% $5,849.19 $46.06 $1,179,449 40.53% 37.38% Execs 17.38% 88.61% 15% 45.37% 6.72% $4,850.28 $325.99 $8,348,067 32.04% 91.20% Ops 2.95% 41.30% 4% 41.24% 1.62% $825.84 $13.38 $342,700 6.29% 5.28% PMO 95.22% 16.05% 32% 45.07% 14.60% $6,540.66 $955.10 $24,458,171 24.81% 0.17% Division 6 63.36% 44.12% 66% 27.89% 18.43% $7,241.36 $1,334.58 $34,175,909 18.80% 51.65% Recruiting 61.35% 3.23% 88% 58.01% 50.98% $5,727.38 $2,919.99 $74,775,182 67.62% 77.28% Hiring Mgrs 10.25% 40.99% 6% 96.72% 5.54% $9,583.49 $531.05 $13,599,049 73.20% 40.41% Sales 85.56% 46.01% 97% 43.60% 42.38% $7,064.37 $2,993.93 $76,668,622 79.31% 97.65% Marketing 55.45% 74.17% 48% 25.91% 12.55% $6,988.36 $877.24 $22,464,284 16.75% 30.38% Execs 88.74% 43.69% 62% 56.64% 35.20% $7,320.32 $2,576.70 $65,984,030 40.22% 79.92% Ops 43.95% 21.44% 79% 13.77% 10.93% $7,700.97 $842.02 $21,562,351 5.81% 43.01% PMO 92.47% 73.46% 82% 9.45% 7.72% $1,774.63 $137.02 $3,508,730 55.93% 18.19% Ops PMO Division 4 Recruiting Hiring Mgrs Sales Marketing Execs Ops Hiring Mgrs Sales info@ajaxwm.com
  • Lagging metrics don’t change. Leading ones do. info@ajaxwm.com
  • Have you rocked your profile?
  • Thank You! Jason Seiden CEO, Ajax Workforce Marketing jason@ajaxwm.com