The New World of Work - Interactive Day San Diego Keynote

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Steve Patrizi\'s Keynote Presentation from Interactive Day San Diego 2009

Steve Patrizi\'s Keynote Presentation from Interactive Day San Diego 2009

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  • Objective: Highlight why people create a profile on LinkedIn as opposed to putting a resume on a job board. Demonstrate that there are passive candidate profiles on the site.
  • <<OPTIONAL SLIDE>> Objective: More information about “How Professionals Use LinkedIn” – this slide is the first bullet from that slide.
  • <<OPTIONAL SLIDE>> Objective: More information about “How Professionals Use LinkedIn” – this slide is the first bullet from that slide.
  • The first step: leverage your best asset, your people. I would imagine that all of us in this room would agree that the definition of a “brand” extends well past the logo on our website or the taglines in our advertising; a “brand” is a promise of value, and that promise is disseminated through every touch point that our customers have with our company, including – and most importantly - our own people. (NEXT SLIDE)
  • Your people should have LinkedIn profiles that show customers what types of experience, expertise, and connections your employees bring to the table. Your customers are asking: who’s managing my business, what experience does this person have with the project they’re working on, who have they done business with in the past, how am I personally connected to this person? Do we know anyone in common? These are the questions your customers are asking, and they’re going to find the answers one way or the other – why not make it easy for them? You should have a LinkedIn profile. Your CEO should have a LinkedIn profile. Your product people should have LinkedIn profiles. Your salespeople should have LinkedIn profiles – in fact, you may want to consider developing guidelines to help your employees best represent your company through their own profiles to deliver a consistent brand experience for your customers and help them win more business or help improve your company’s customer experience. You may even want to consider developing advertising campaigns that send potential customers to your people’s profiles rather than an anonymous “contact me” form. That may sound like a major change in how your current systems are designed to work, but the new customer-controlled era is truly ushering in a completely different set of rules, and the sooner you begin to embrace them, the sooner you’ll gain the competitive advantage.
  • This is an important issue – your employees represent your company, so it helps to provide some guidelines. Here’s some guidance IBM has posted on their site.
  • A complete and finely-tuned LinkedIn profile can help your customers get a much better understanding of the people in your company. (CLICK) Not only do these profiles display the experience your people bring to the table, but it also displays the types of questions they’ve asked, the answers they’ve provided, and the expertise they may have been awarded. (CLICK) it also showcases the recommendations this person has received, as well as those they’ve given – and the latter may be far more telling as it reveals what they value in others. (CLICK) Customers will also get a deeper understanding of how they may be connected to this specific individual, and who they’re connected to, and lastly (CLICK) they can see what other profiles people tend to look at in addition to this profile, which hopefully leads to other people in your company and greater delivery of your company’s brand experience. As you can see, “your people” can play an incredibly important role in your end-to-end marketing plans, so consider how to incorporate social networking profiles into your specific strategy. (NEXT SLIDE)
  • And here’s an example of a smart way to leverage your people and deliver a more relevant message to prospective customers. In this case, we worked with Microsoft to define a target audience for their BizSpark program, and delivered targeted messages through LinkedIn’s InMail messaging platform. When members opened the message (NEXT SLIDE)
  • They were greeted with a personalized message Jacob Mullins, a development manager at Microsoft, with a message about the BizSpark program. As you can see, creative was designed to feature Jacob in the ad, and Microsoft was smart to provide a link to Jacob’s profile on LinkedIn. This allowed the recipient to a) learn more about Jacob – what is his background, skills sets, recommendations, etc. and b) to see how they were personally connected to him. This brings a customer much closer to Microsoft’s most important asset – it’s people – and makes it easier for its customers to buy from them.
  • The first step: leverage your best asset, your people. I would imagine that all of us in this room would agree that the definition of a “brand” extends well past the logo on our website or the taglines in our advertising; a “brand” is a promise of value, and that promise is disseminated through every touch point that our customers have with our company, including – and most importantly - our own people. (NEXT SLIDE)
  • Similar to a forum, Small Business professionals look for advice and help in LinkedIn Answers. While forums are nothing new, what’s interesting about the Answers platform on LinkedIn is the concept of full transparency; when you ask a question, you’re doing it under your LinkedIn profile, as opposed to an anonymous email address or forum name. This typically results in a greater levels of depth and thoughtfulness in the commentary. (NEXT SLIDE)
  • As part of their sponsorship of the Business Travel Answers category, Southwest Airlines decided to engage the LinkedIn community by having CEO Gary Kelly ask users “How can an Airline Make You More Productive.” (NEXT SLIDE)
  • By most measures, the effort was hugely valuable. Over the 7 day period that the question was open, 167 responses poured in, with LinkedIn members applauding Gary’s use of the forum and providing thoughtful, indepth feedback about how the airline could truly serve them. Some of the highlights: (CLICK) Your use of this forum is brilliant (CLICK) Thanks for the opportunity for us to provide you with feedback (CLICK) excellent question and one more airline management should be asking…admittedly, I’m an American and United flier…but look what this person said at the end…perhaps its time I took another Southwest trip, eh? (CLICK) great use of LinkedIn…I LUV your airline…now, for those of you who don’t know, LUV is Southwest’s ticker symbol…so here you have a customer waving your flag in a forum of his or her respected peers. And look what he goes on to say: I have flown many, many segments on Southwest…the new boarding procedures are AMAZING…again, here you have a real person singing your companies’ praises in a public forum, where it’s easy for the members to discern how legitimate the person providing the feedback is. There are many, many more ways to engage the LinkedIn community and provide them with some value, and we’re ready to work on those ideas with you. That actually leads to the Fifth way to use LinkedIn as a marketer: (NEXT SLIDE)
  • In addition to getting your employees to set up their profiles, consider using LinkedIn Groups. Groups not only allow members to communicate with other members with similar interests or affiliation, but they also allow members to display a group “badge” on their profile page and thus provide an additional way to help your employees display the value they can bring to a customer. For example, you may want to set up an invitation-only group for members of a “Presidents Club” and allow the employee to display that badge on their profile, giving your customers more confidence in their capabilities. You may also consider certification groups for your channel-partners to display on their profile pages. (NEXT SLIDE)
  • The first step: leverage your best asset, your people. I would imagine that all of us in this room would agree that the definition of a “brand” extends well past the logo on our website or the taglines in our advertising; a “brand” is a promise of value, and that promise is disseminated through every touch point that our customers have with our company, including – and most importantly - our own people. (NEXT SLIDE)
  • One of the notable aspects of LinkedIn is the fact that people use it to specifically broadcast their profile information to the world – that’s very different from some other social network models where the intent is to actually share private information with a small group of friends. LinkedIn provides the means for marketers to target and deliver display messages based on profession, seniority, industry, and company size. Now, many sites have offered “registration” targeting for quite some time, but it’s important to consider the difference between “profile” data and “registration” data. Many sites ask for registration data to access certain content, but there’s typically no real reason for the user to be honest about information they supply nor keep it updated, and as a result users typically select the default choice in each field – for this reason, many sites overindex on “Accountants” in “Alaska” in the “Automotive” industry since those are typically the first answers in the drop downs. That’s very different than the profile data on social networks, particularly professional networks where users are actively displaying their current professional status. (NEXT SLIDE)
  • To connect with IT professionals, Microsoft designed a specific custom messaging unit as part of their sponsorship of our Information Technology Channel in LinkedIn Answers. The unit “senses” the words appearing in the Answers page and served up related answers from their own knowledgebase. In this way, they are providing relevant information to the users and made it clear that they understood why those users were in the channel they were. (NEXT SLIDE)

Transcript

  • 1. The New World of Work: How Social Technologies are Changing Business
  • 2.
    • “ Opportunity doesn’t knock.
    • It chirps, buzzes, pings, and vibrates.”
    Business is changing
  • 3. Major fundamental shifts…. … are driven by costs of communication
  • 4.  
  • 5.  
  • 6.  
  • 7. Evolutionary parallels in business
  • 8. Circa 2002:
  • 9. Circa 2002:
    • Two areas disrupted by social technologies:
    • Entertainment
    • Business
  • 10. The Vision: Connect the world’s professionals to make them more successful.
    • As individual professionals become more successful, so do the companies who employ them.
    • As companies become more successful:
      • Economies grow
      • Business proliferates
      • Employment rises
      • Quality of life improves
  • 11. The World Is Flat…
    • It has become possible for more people to collaborate and compete in real time, with more people on more different kinds of work from more different corners of the planet, on a more equal footing, than any previous time in the history of the world.
    … and faster…and more challenging…
  • 12. The global workplace See http://newin.linkedinlabs.com
  • 13. Every individual is now an entrepreneur
    • Job tenure is on the decline
    • Global competition is increasing
    • Greater movement between professions and industries
    • Greater access to information
    • People loyal to their skills, not their employer
    • Work used to be a place you would go – now it’s something you do
    • Today’s students will have 10-14 jobs before they turn 38
    Source: Federal Reserve Bank
  • 14. Every individual is now an entrepreneur
    • Your name & your reputation = your brand
    • Your salary = your revenue
    • Your skills & experience = your advantage
    • Your online profile = your business listing
    • Your network = your R&D, sales & marketing departments
  • 15. The Businessperson’s dilemma I can be fast, but maybe I’ll make mistakes I can be right, but that may take me too long Social technologies let me tap into my network’s collective intelligence to get knowledge, opportunities and advice that I can trust. That makes me fast and effective.
  • 16. The change from Information to Insight “ I need to better understand and act on social media advertising”
  • 17. The change from Information to Insight “ I need to better understand and act on social media advertising” Information Insight What your industry peers have to say What industry experts have to say What industry thought leaders have to say What your industry peers are most focused on
  • 18. Companies are open and transparent
    • People in companies <50 employees?
    • FACT: There are more smart, informed experts outside of your company than inside.
    • People in companies >5,000 employees?
    • FACT: There are more smart, informed experts outside of your company than inside.
  • 19. Regional Advantage
    • Boston/Route 128:
      • Longer tenures
      • No cross-pollination
      • Innovation happened within the company
    • Silicon Valley
      • Frequent movement between companies
      • Strong connections between companies
      • Innovation moved from company to company
    • Businesses operating more like Silicon Valley
      • Individuals tapping worldwide knowledge bases
      • Short term “Flash Teams” formed inside - and outside - of the firewall
      • Social technology accelerating this trend
  • 20. Companies becoming more transparent
    • By way of social profiles & technologies, your people will be discoverable by:
    • Customers
    • Partners
    • Employees
    • Even recruiters
  • 21. An important reminder from David Ogilvy: “ The consumer is not a moron. She is your wife.” … and yet…
  • 22. What we’re not doing in the advertising business…
  • 23.
    • Brands to consumers
    • Business to consumers
    • Business to business
    • How about:
    • People to People?
  • 24. We can save advertising!
    • Social media gives us unprecedented opportunity to:
      • Put real faces on our brands
      • Learn more about our customers
      • Deliver more relevant messaging
  • 25. 5 ways to save advertising with social media
    • 1. Leverage your best asset: your own people
  • 26. Social Media: Surface The People In Your Company
    • “ With the human faces coming forward due to social media tools, the opportunity for employees to build real human relationships can be the most natural bridges for prospects to become customers.”
  • 27. “ Brand Pages” Are Fine. “People Pages” Are Better.
    • Your Employees’ Profiles Are Part of Your Brand
    • You, your CEO, your product people, your salespeople, your engineers should all have profiles.
    • Customers increasingly want to know *who* they’re doing business with:
      • Who’s managing my account?
      • How am I connected to this person?
      • What experience do they have with this type of project?
      • Who have they done business with in the past?
      • Who recommends this person?
      • What types of answers does this person provide?
    • Consider developing some brand guidelines for your employee’s profiles:
      • How to describe their current roles
      • How to communicate their prior experiences
      • How to participate in conversations and groups
  • 28. Employees are part of the company brand
    • From IBM’s Social Computing Guidelines ( http://www.ibm.com/blogs/zz/en/guidelines.html )
      • Be thoughtful about how you present yourself in online social networks. The lines between public and private, personal and professional are blurred in online social networks. By virtue of identifying yourself as an IBMer within a social network, you are now connected to your colleagues, managers and even IBM's clients . You should ensure that content associated with you is consistent with your work at IBM. If you have joined IBM recently, be sure to update your social profiles to reflect IBM's guidelines.
  • 29. Social profiles put human faces on your company
    • Experience & Expertise
    • Recommendations
    • Connections
    • Relevance
  • 30. Share and collaborate with customers
    • Employees can better connect with and serve customers:
      • Share presentations
      • Collaborate on projects
      • Showcase blog feeds
      • Share travel plans
      • Track company buzz
  • 31.  
  • 32.  
  • 33.  
  • 34.  
  • 35.  
  • 36.  
  • 37. Leverage Your Most Important Asset: Your People
  • 38. Your people make your brand relevant to your customers
    • Authenticity:
    • Who recommends this person?
    • How am I connected to them?
  • 39. 5 ways to save advertising with social media
    • 1. Leverage your best asset: your own people
    • 2. Listen to – and learn from – your customers
  • 40. Listen to the conversations
    • Platform to solicit advice from peers
    • Full Transparency
    • Members earn expertise
    • Over 700 questions submitted daily
    • Over 3,000 answers provided daily
  • 41. Southwest Airlines starts the conversation
  • 42. Southwest Airlines starts the conversation
    • 137 Answers - in 7 Days
  • 43. Join or create groups
    • Over 300,000 User-created Groups on LinkedIn
    • Over 1,000 created daily
    • Over 6M LinkedIn members belong to a group
    • Over 1,000 related to “Small Business”
  • 44. Social Media Today
  • 45. Professionals Seeking Advice
  • 46. Groups add value to your employee profiles
    • Consider setting up “customer groups” to keep your employees connected to their customers
    • Set up “Accreditation Groups” with badges for employees and partners to set up on their profiles
    • Set up “Presidents Club”-type groups and let your people display them on their pages
  • 47.
    • 1. Leverage your best asset: your own people
    • 2. Listen to – and learn from – your customers
    • 3. Target and engage your customers
    5 ways to save advertising with social media
  • 48. Social profile data enhances targeting…
    • Target segments of customers based on user-supplied profile data
    • Profile data provides higher level of targeting accuracy than “registration” data
    • Deliver more relevant content to specific audiences
    Geography Seniority Profession Industry Company Size
  • 49. …and informs creative strategy
    • Pre- and post campaign data will help us understand which creative resonates with which customers, across the web
    • This will help improve the quality of online creative
  • 50.
    • 1. Leverage your best asset: your own people
    • 2. Listen to – and learn from – your customers
    • 3. Target and engage your customers
    • 4. Join the conversation and add value
    5 ways to save advertising with social media
  • 51. Provide solutions, not features
  • 52. Underwrite valuable functionality
  • 53. Underwrite valuable functionality
  • 54. Engage your customers in dialogues
  • 55. Internet Users Help make people more successful *known data will be pre-filled
  • 56.
    • 1. Leverage your best asset: your own people
    • 2. Listen to – and learn from – your customers
    • 3. Target and engage your customers
    • 4. Join the conversation and add value
    • 5. Experiment
    5 ways to save advertising with social media
  • 57. In review:
    • Social technologies are reducing the cost of communication and changing the way business gets done
    • Every individual professional is now an entrepreneur managing their own professional brand
    • Social technologies are making companies more open and more transparent
    • Social technologies can help us save advertising by bringing people together
  • 58. Thank You!
    • www.linkedin.com/ in/stevepatrizi
  • 59. Who is on LinkedIn? Source: Research Firm Anderson Analytics, Oct. 2008
  • 60. Solutions for small business
  • 61.  
  • 62.  
  • 63.