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LinkedIn: Executives’ 21st
Century Business Accelerator

Scale Your Business by Building
Trusted Relationships Online




           Entire contents © 2008 by Christopher S. Rollyson
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




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                        LinkedIn: Executives’ 21st Century Business Accelerator
 10/14/08
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              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
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 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
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 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


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                             LinkedIn: Executives’ 21st Century Business Accelerator
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              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
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 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

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                              LinkedIn: Executives’ 21st Century Business Accelerator
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              Rosetta Stone: Network Review


              • Networks, connections
                and levels
                 – Your network
                 – The LinkedIn network
                 – Intros and InMails
              • Accounts
                 – Free
                 – Business and Plus
                 – Enterprise
              • Privacy & controls


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                             LinkedIn: Executives’ 21st Century Business Accelerator
 10/14/08
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              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



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                             LinkedIn: Executives’ 21st Century Business Accelerator
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              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
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 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

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                                LinkedIn: Executives’ 21st Century Business Accelerator
 10/14/08
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 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
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 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
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 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
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 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
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              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
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
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 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

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                              LinkedIn: Executives’ 21st Century Business Accelerator
 10/14/08

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Linked In Exec4r

  • 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