“Linking Up through LinkedIn” Be a Social Media Rock Star

“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 


Learning ObjecDves 
1.  Intro to LinkedIn 

2.  Common “me” vs. “them” uses 

3.  TacDcs for all levels 


Building Social Capital 
•   Social capital = trust & reciprocity 

•   Closed vs. open networks 

•   Weak Des & idenDty 

•   “ConnecDng Networks” 


Social Networking 
Dominant categories for ﬁnding and sustaining relaDonships 

Personal  Business  Either/Both 

Find  Twi[er 

Sustain  Facebook  LinkedIn 


LinkedIn Facts 
•  Linked In ‐ 43m members 

•  New member joins every second 

•  Half of members from outside U.S. 

•  Execs from all Fortune 500 companies 


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  


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 


Common “Me” vs. “Them” Uses

Common “Me” Uses 
•  Job/career focus: RecruiDng or Search 

•  MarkeDng/business development/sales 

•  Knowledge absorpDon 


Valuable “Them” Uses 
•  “ConnecDng Networks” 

•  Update comments 

•  Knowledge disseminaDon 

•  RecommendaDons 


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 


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 


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 

Job/Career Focus 
•  Job Search  
•  Jobs 
•  Company 
•  Industry 
•  Title   “Find then connect.” 
•  Geography 

•  Recruiter Search: 
•  Keywords 
•  Networks of Targets 
•  Groups 
•  Companies 


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 

Knowledge AbsorpDon 
•  Interest and/or Professional Groups 

•  QuesDons & Answers 

 “LinkedIn makes you 
•  Company or Person Background 
smarter.” 


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 


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 


Knowledge DisseminaDon 
•  “Become an expert” 

•  Create, facilitate interest groups 

•  Answer quesDons of others   “LocaFon, locaFon, 
locaFon.” 
•  Recommend books, others to network 


RecommendaDons 
•  Recognize others experDse/service 

•  Likely to return the favor 
“Recognize and  
•  # recommendaDons appears in search  reciprocate.” 
•  Powerful tool for background, credibility 


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! 


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 


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