LinkedIn changes the rules of career management and business relationships; here's how you can understand its potential and use its power

1. LinkedIn: Executives’ 21st
Century Business Accelerator
Scale Your Business by Building
Trusted Relationships Online
Entire contents © 2008-2009 by Christopher S. Rollyson

2. Copyrighted
material
Ecosystem: Chris Rollyson, 20 Years of
Experience with Strategic Change
Christopher Rollyson Making podcast version of "LinkedIn: Executives’ 21st
Century Business Accelerator” 51 minutes ago
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Global firms, startups, boutiques
Management consultant
Marketing executive
Executive coach
Disruptive change • Cross-cultural
Christopher’s Connections (500+)
Current
• Founder at The Executive's Guide To LinkedIn
• Managing Director at CSRA, Inc.
• Editor in Chief at The Global Human Capital Journal
Past
• Vice President of Marketing & Alliances at nVISIA
• Principal Consultant at PricewaterhouseCoopers
Management Consulting Services, Strategic Change
• Marketing Director, ICE Midwest at KPMG
Education
• The University of Chicago - Booth School of Business
• The University of Chicago - Booth School of Business
• Freie Universität Berlin
Recommendations
• 17 people have recommended Christopher
Connections
• 500+ connections
Websites
• Personal Website
• Journal for CEOs, CMOs & CIOs
• Executive's Guide to LinkedIn
Public Profile
5/13/09
• http://www.linkedin.com/in/csrollyson
Marc O. Goodman
Social Networking Guru, Manager of Virtual Worlds &
Director of University Innovations for Alcatel-Lucent
Chris Gladwin
President & CEO at Cleversafe Inc.
Matt Preschern
VP, Marketing for IBM
Patrick Crane
VP Marketing & Advertising at LinkedIn
Mark Power
Chief Procurement Officer, Hewitt Associates
Karen Breen Vogel
CEO at ClearGauge
Christopher’s Q & A
Expertise in
• Using LinkedIn (4 best answers)
• Internet Marketing (2 best answers)
LinkedIn: Executives’ 21st Century Business Accelerator
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Ecosystem: Web 2.0, The Concept of
Social
• Many-to-many
• Rich asynchronous
• Social ecosystem
• Expertise economy
• Real-time, global
Web 2.0
Blog
• Inexpensive
Wiki
• Specific
• Digital, Fast
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Ecosystem: How LinkedIn Changes the
Numbers of Profitability
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Stabilize sales process
Change client portfolio
– Dispose clients
– Focus on raving fans
– Impact on profitability
Shrink
Dispose
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Grow
Increase focus on USP
– Actionable now
– Organization change
Scale
LinkedIn makes Scale quadrant clients more actionable
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Ecosystem: Using LinkedIn for Business
• LinkedIn: the global storefront
for individuals and teams
• Blogs: showcase for expertise
– Opinions, insights about
relevant phenomena
– Outreach, co-promotion
Exotics
Website
• Website: static, businesslike
Blog
– Information about your firm
• Exotics
– Podcasts, video
– Facebook, MySpace
– Wikis
LinkedIn
Web 2.0 Pyramid for Executives and Professionals
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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:
300,000
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
to hit the ground running
2007:
10,000,000
2008:
35,000,000
• Individual point of view
Your LinkedIn network is yours
5/13/09
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Hands-on: 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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Hands-on: Key Processes Overview
• One: write Profile
• Two: add Connections
• Three: respond to Invitations
• Four: search
• Five: forward Introductions
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Hands-on: 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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10. Advanced Technique: Action Templates,
the Key to Proactivity and ROI
External
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Network Living
• Add connections
• Searching
• Respond to invitations
• Forwarding Introductions
Professional Presence
Network Building
• Profile management
• Searching
Internal
Focus
Network Management
• Add connections
Passive
5/13/09
Investment Type
LinkedIn: Executives’ 21st Century Business Accelerator
Active
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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
5/13/09
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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
5/13/09
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Advanced Tools: Groups, Bonanza for
Associations
• Controlled exposure: contacts with
Groups members
• Private groups invisible except to
members
• Create your own affinity group
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Advanced Tools: Apps
• Practical way to extend your profile
• Automatic interaction with your network
• Invoke content from outside
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Path to Value: Select Offerings
Introductory Webinar
Seminars
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Duration: one hour
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Duration: three hours
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Focus
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Focus
– Explains LinkedIn’s and
social networks’
relevance to executives
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Takeaways
– How to create value with LinkedIn
• Personal effectiveness
• Firm competitiveness
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– Understanding of the
business opportunity
– Broad familiarization with
key features
Takeaways
– Detailed guidance for 5 Key
Processes
• Profile, Add/Respond to
Connections
• Searching, Forwarding
– Individual LinkedIn plan
– How to use advanced features
5/13/09
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Path to Value: Relationship Value Map
High
Prioritize
investments
in Friends,
Connections
Quadrant III
“Pedal to the Metal”
Interest
Quadrant II
“Active Engagement”
Low
Trust
High
Quadrant IV
“Keep in the Loop”
Low
Quadrant I
“Holding Tank”
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5/13/09
Path to Value: LinkedIn/Facebook and
Others
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Path to Value: Contact
• The Executive’s Guide to LinkedIn
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Use LinkedIn to drive company and individual value
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Blog rated top 10 worldwide by Technorati
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http://executivesguide-linkedin.com/blog/
Online Guide: http://executivesguide-linkedin.com/tools.html
• Social networks
Microblogs
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http://www.linkedin.com/in/csrollyson
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http://profile.to/csrollyson (facebook)
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http://myspace.com/csrollyson
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http://tinyurl.com/orkut-csrollyson
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http://tinyurl.com/xing-csrollyson
• More Web 2.0 thought leadership
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The Executive’s Guide to Twitter
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Management advice, articles and websites
http://executivesguide-twitter.com
The Global Human Capital Journal
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CEO/CMO/CIO journal for transformation, innovation
http://globalhumancapital.org
The Social Network Roadmap
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5/13/09
Helps companies adopt Web 2.0 by managing risk
http://socialnetworkroadmap.com
LinkedIn: Executives’ 21st Century Business Accelerator
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