Knock It Off
A 4-Point “Stop Doing” List That Will Make
You 9 Gajillion Percent* More Effective On LinkedIn

Jason Seiden
...
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%
...
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@ajaxw...
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....
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.
Peopl...
Applying traditional marketing to social:
Expensive.
Need people
following the
company.

Message
impact

=

Limited.
Peopl...
Applying traditional marketing to social:
Expensive.
Need people
following the
company.

Message
impact

=

Limited.
Peopl...
Applying traditional marketing to social:
Expensive.
Need people
following the
company.

Message
impact

=

Limited.
Peopl...
Who do you trust…
when it comes to a company’s employer brand?

63% 21% 11%
Employees

CEO

Spokesperson

2013 Edelman Tru...
In other words…
Here’s how much of every dollar spent has impact:

63¢
Employee
Messaging

21¢
CEO
Messaging

11¢
Spokespe...
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 b...
Applying workforce marketing to social:
Amplified by
size of
employees’
personal
networks.

Message
impact

=

Amplified b...
Applying workforce marketing to social:
Amplified by
size of
employees’
personal
networks.

Message
impact

=

Amplified b...
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...
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...
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
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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

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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.

Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
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Tweet with us: http://bit.ly/HireOnLinkedIn
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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

    1. 1. 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)
    2. 2. Knock it off, right now.
    3. 3. Stop cramming down rules about how to use LinkedIn. – me info@ajaxwm.com
    4. 4. Internal communication challenges = Market facing disconnects. info@ajaxwm.com
    5. 5. 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
    6. 6. Stop expecting executives and professionals to see social media the same way. –me again info@ajaxwm.com
    7. 7. info@ajaxwm.com
    8. 8. Professional Personal Network Network info@ajaxwm.com
    9. 9. Professional Personal Network Network info@ajaxwm.com
    10. 10. Stop treating this like something that can be controlled from the top. – yeah, me info@ajaxwm.com
    11. 11. inmaps.linkedinlabs.com info@ajaxwm.com
    12. 12. Influence what you can. (Quickly.) info@ajaxwm.com
    13. 13. Stop expecting LinkedIn strategies to be all offense all the time. – you’re not going to believe this, but… me info@ajaxwm.com
    14. 14. info@ajaxwm.com
    15. 15. Reduce risk, wait for the win. info@ajaxwm.com
    16. 16. Stop: dictating trying to use 1 solution for everyone controlling social communications playing 100% offense info@ajaxwm.com
    17. 17. Now run like hell.
    18. 18. Actually, don’t.
    19. 19. Win-win is opt-in. – Lisa Cervenka, Ajax brand nerd info@ajaxwm.com
    20. 20. Message impact = reach * resonance effort info@ajaxwm.com
    21. 21. 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
    22. 22. 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
    23. 23. 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
    24. 24. 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
    25. 25. 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
    26. 26. 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
    27. 27. info@ajaxwm.com
    28. 28. info@ajaxwm.com
    29. 29. info@ajaxwm.com
    30. 30. info@ajaxwm.com
    31. 31. 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
    32. 32. 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
    33. 33. 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
    34. 34. Step 1 of 3 info@ajaxwm.com
    35. 35. Messaging info@ajaxwm.com
    36. 36. (Because communication needs more than tools.) info@ajaxwm.com
    37. 37. “YOLO, dude.” “Oh, hey man, just do it.” info@ajaxwm.com
    38. 38. “YOLO, dude.” “Oh, hey man, just do it.” “I make apparel for people who play hard.” info@ajaxwm.com
    39. 39. Step 2 of 3 info@ajaxwm.com
    40. 40. Hearts & minds info@ajaxwm.com
    41. 41. “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
    42. 42. One question: Why would an employee go along? What’s In It For Them? info@ajaxwm.com
    43. 43. Solve the employee’s problem They need 1 profile for 2 networks info@ajaxwm.com
    44. 44. Step 3 of 3 info@ajaxwm.com
    45. 45. 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
    46. 46. Lagging metrics don’t change. Leading ones do. info@ajaxwm.com
    47. 47. Have you rocked your profile?
    48. 48. Thank You! Jason Seiden CEO, Ajax Workforce Marketing jason@ajaxwm.com

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