“Linking Up through LinkedIn”
Be a Social Media Rock Star
August 12, 2009

Shi: Worldwide
• “Change for those who want it”
• Worldwide shi: underway
• Proprietary virtual communicaDons plaEorm
• Virtual business development training
• Live consulDng: research, facilitaDon, training & coaching
• Paul Trout, CEO, Shi: Worldwide
• 20+ years in professional services
Copyright © 2009 Shift Worldwide page 2

What’s Next: Virtual
• Social networking is text‐based
• Soon, virtual will be pervasive, seamless
• Shi: Worldwide’s virtual plaEorm leads the way
• Today’s medium is demonstraDon of future
• “ExperDse from a distance”
• It’s all about building relaDonships
Copyright © 2009 Shift Worldwide page 3

Learning ObjecDves
1. Intro to LinkedIn
2. Common “me” vs. “them” uses
3. TacDcs for all levels
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Intro to LinkedIn

Building Social Capital
• Social capital = trust & reciprocity
• Closed vs. open networks
• Weak Des & idenDty
• “ConnecDng Networks”
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Social Networking
Dominant categories for finding and sustaining relaDonships
Personal Business Either/Both
Find Twi[er
Sustain Facebook LinkedIn
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LinkedIn Facts
• Linked In ‐ 43m members
• New member joins every second
• Half of members from outside U.S.
• Execs from all Fortune 500 companies
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Why LinkedIn Works
• RevoluDon in OrganizaDon
• “Weak Des” vs. memory
• People, not companies, make decisions
• Build social capital quickly, consistently
• Access to background info invaluable
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Why LinkedIn Doesn’t Work
• Li[le context for use
• Only need it when you need it
• “Help me” rather than “help you”
• Timidity in linking beyond first degree
• Seeing it as a soluDon, not a tool to solve
Copyright © 2009 Shift Worldwide page 10

Common “Me” vs. “Them” Uses

Common “Me” Uses
• Job/career focus: RecruiDng or Search
• MarkeDng/business development/sales
• Knowledge absorpDon
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Valuable “Them” Uses
• “ConnecDng Networks”
• Update comments
• Knowledge disseminaDon
• RecommendaDons
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TacDcs for All Levels

Linked In TacDcs
Level Goal TacDc Value
Entry‐level Existence • Registra6on • Can Be Found
• One‐%me = 30 mins. • Recommended?
• Weekly = 0 mins.
Mid‐range Awareness & • Reconnec6on • Rebranding
• One‐%me = 60 mins. Building • Home Page • Ac6ve Learning
• Weekly = 30 mins. Audiences • Join Groups • Latent Sharing
• Update (4:1)
Advanced Targeted • Recommenda6on • Social Capital
• One‐%me = 180 mins. Rela6onship • Make Connec6ons • Build Trust
• Variable = 60 Building • Update Response • Expect Reciprocity
• Ques6on/Answer • Share Exper6se
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StarDng Out: Profile
• Home page = profile
• Minimum professional data needed
• Current and Past Company & PosiDons
• Industry “More is be*er.”
• Professional Summary
• LocaDon
• Schooling
• Contact Sehngs
• Public page now on web
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Search & Invites
• Search to “connect” with others
• Search avenues:
• Name specific
• Email system addresses “’Referral‐quality’
• Other’s networks
send and accept.”
• School, work network
• Groups
• Making and receiving “connecDons”
• **Message invites to build relaDonships**
• Creates 1st – 2nd – 3rd degree links
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Job/Career Focus
• Job Search
• Jobs
• Company
• Industry
• Title “Find then connect.”
• Geography
• Recruiter Search:
• Keywords
• Networks of Targets
• Groups
• Companies
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MarkeDng/Biz Dev/Sales
• MarkeDng:
• Q&A Expert
• Group Leader
• Update frequently
“What’s in it for them?”
• Business Development:
• Search then connect
• Building relaDonships
• Sales leads
• Background info
• Warm calls
• Work through connecDons
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Knowledge AbsorpDon
• Interest and/or Professional Groups
• QuesDons & Answers
“LinkedIn makes you
• Company or Person Background
smarter.”
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ConnecDng Networks
• Connect two or more people
• Have a reason
• ProacDve or reacDve “Twice blessed.”
• ProacDve: “saw a connecDon”
• ReacDve: “can you connect me with…”
• Forward a profile, link or send InMail
Copyright © 2009 Shift Worldwide page 21

Update Comments
• Update similar to Facebook, Twi[er
• UnderuDlized area
• “Promo” area based in truth “Freshen memory, take
interest.”
• Develop personal insights (4:1)
• Updates appear on home page
• Comment on others if authenDc
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Knowledge DisseminaDon
• “Become an expert”
• Create, facilitate interest groups
• Answer quesDons of others “LocaFon, locaFon,
locaFon.”
• Recommend books, others to network
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RecommendaDons
• Recognize others experDse/service
• Likely to return the favor
“Recognize and
• # recommendaDons appears in search reciprocate.”
• Powerful tool for background, credibility
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Summary & Close

Summary
• Social networking is a new medium
• Find and sustain business relaDonships
• Broaden weak links
• Me vs. Them Uses
• Build your network before you need it!
Copyright © 2009 Shift Worldwide page 26

QuesDons & Thank You!
Paul Trout, CEO
Shi: Worldwide
207 E. Ohio St. #332
Chicago, IL 60611
(773) 856‐6500
ptrout@shi:worldwide.com
www.shi:worldwide.com
Follow me on Twi[er @shi:worldwide
Copyright © 2009 Shift Worldwide page 27