Guide for CEOs, CMOs and CIOs for discovering the relevance of LinkedIn and executive business networks for enterprise process innovation

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

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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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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
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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
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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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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
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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: 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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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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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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Rosetta Stone: Key Processes Overview
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• One: write Profile
2
• Two: add Connections
3
• Three: respond to Invitations
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• Four: search
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• Five: forward Introductions
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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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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
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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
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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
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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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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
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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
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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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