Have you read Gary Vaynerchuck’s new book Jab, Jab, Jab, Right Hook?
If not, you really must. Gary is, in my humble opinion, the world’s best authority on social media.
The basic premise is that you need to provide your audience – customers – followers with useful, interesting and relevant content 75% of the time and that earns you the right to ask for their business or something in return 25% of the time (the right hook).
This is such great advice because in my experience many LinkedIn users either;
1) Spring out of their corner aggressively swinging repetitive right hooks, failing to ever hit the target and eventually pass out due to exhaustion!
2) Keep jabbing endlessly with no cutting edge until they too pass out!
The only problem with this book for me is the boxing metaphor. Gary is a straight talking New Yorker who has achieved great things from humble beginnings by being a real ‘street fighter’ in the business world. So it makes perfect sense for him to relate his advice to boxing.
I however see things differently and a better metaphor for me would be based on a saying from old friend of mine;
“feed the pigeons”!
Meaning that if you feed the pigeons, more and more will come and before long it will be easy to capture plenty of them….a little cruel perhaps but it has always stuck with me as a great metaphor for content marketing and social media.
The concept (via both metaphors) is pretty easy to grasp but harder to implement.
I think I have been guilty of feeding pigeons without taking any in the past and more recently, whilst launching my new 3 Day Start programme, I have probably been catching too many (or swinging too many right hooks) and potentially scaring off the flock that had gathered!
Its a difficult balance to find isn’t it?
What do you think?
Have you ever been guilty of swinging your right hook too much (or a brutal pigeon massacre!)?
Do you find yourself surrounded by a happy flock of overweight pigeons whilst feeling hungry yourself?
I would love to hear your thoughts on this matter.
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I was driving my car to a training session, as usual I had my radio on to keep me entertained for the 3 hours I would be in the car. The presenter announced the next song and I thought “Oh no not that awful song again, why do they always play the same rubbish again and again?” so I switched channels…this time the presenter was interviewing an artist who had nothing interesting to say so I switched channels again, this time to a talk station…..they were debating whether we get our bins (garbage) emptied often enough!!
“There must be a better way!” I screamed out loud to myself. “Why am I having to listen to something that someone else chooses for me? My Tony Robbins CD has been played to death and there are only so many CD’s I can carry in my car. I needed a better solution – enter the wonderful world of Podcasts! (more…)
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LinkedIn have announced a brand new line up of mobile apps and for the first time ever, they are worth getting excited about!
I will be reviewing the excellent new iPad app soon, this piece however is focussed on their brand new LinkedIn Intro app for the iPhone.
Firstly let me apologise to all of you who are Android or Windows mobile users (or anything else). This product is currently focussed on iOS only and because it is built into the Mail app, I am not sure when or if it will be available on other platforms – LinkedIn didn’t mention anything about this in their presentation.
Apparently the average professional spends 28% of their day dealing with email, this seems an astonishing fact at first but when you think about it you might find you can relate to it….to be honest I’m probably spending more than that in my email! Another fascinating fact revealed by LinkedIn was that more than 50% of emails are read on a mobile device these days and that number is increasing.
LinkedIn are increasingly focussed on mobile so it made sense to introduce an app that links your LinkedIn account to your email account.
In 2012 They acquired a business called Rapportive which is a Gmail plugin that shows you the latest social network updates from whoever you’re corresponding with. I have been using Rapportive for 18 months or so and found it very useful when dealing with emails at my desk but like most people I am increasing managing email on my phone so I have found I am using Rapportive less and less…..Enter LinkedIn Intro.
Intro is integrated into your Mail so that instead of an email looking like this;
It now looks like this;
The key difference as you can see is that the LinkedIn profile of the sender is now embedded into the email itself.
If you are not connected to this person there is a link (see arrow below) which gives you the option to connect. DON’T CLICK here! As with all mobile apps, LinkedIn just send the recipient the basic and unfriendly “I’d like to add you to my professional network message” which is poor practice.
However when you click on the profile link you get to see more information from that individual’s profile (see below). How cool is that?
It’s not just clever and cool, it’s really useful. How often do we receive emails from people who we don’t really know? This way we can check out more information about them which allows us to respond more effectively.
Of course this also has an effect on the sender in that it yet again proves just how important your LinkedIn profile is. If you need help with that click here.
I had forgotten how much I missed using Rapportive until I started using Intro today, its fantastic!
Unfortunately it’s not perfect, I have noticed some emails have an intro link that is so small you can’t really read it! See example below;
This above screenshot is larger than it appears on the phone and even then its difficult to read! I can only assume this is something to do with the format of the email and may be fixed in future updates, lets hope so.
So if you have an iPhone, open your browser of choice (Safari perhaps) and go to intro.linkedin.com, follow the installation instructions and once you have had a play, let me know what you think.
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It’s probably fair to say that up to 2008 LinkedIn was primarily about recruitment. Since then this unique business to business networking platform has developed into a far more holistic site offering its members a vast range of functionality to enable them and their employers to be more productive and successful.
LinkedIn Company Pages have evolved in a similar way. Initially the only practical use of a company page was to advertise vacancies and showcase a great workplace in order to attract ‘followers’ who may one day want to work for you (in effect a talent pool).
In the last few years LinkedIn have added functionality more associated with promoting the company to prospective customers and facilitating engagement with current customers.
The problem is that many organisations haven’t kept pace with these changes and their company page is still managed by their recruiting teams rather than their marketing function.
Can you imagine a situation where a Recruiting/HR department was given control of your website? That would be crazy!
The responsibility for the company brand and communication to the wider world must be the remit of the marketing function.
The Company Profile below is a major blue chip B2B and B2C organisation and it is not an isolated example. In my experience the bigger the company, the more likely they are to be stuck in the ‘LinkedIn is just about recruitment’ bubble and I believe this is damaging their brand.
If you can find your customers and prospects on LinkedIn then you need to take a look at your company page and if it is currently controlled by your recruiting team then you need to politely ask for it back!
There is a lot you can do with a company page these days such as;
- List all of your products and services
- Show recommendations for products services from satisfied customers
- Tailor the content different visitors see when they visit your products/services page
- Build a list of relevant followers who you can engage with
- Show eye-catching ‘on brand’ images on all pages
- Embed Videos to showcase your products
To understand all of the above features and how to implement them correctly I have produced a video tutorial which you can get here
So come on marketers, get control of your page back. Each company profile has its own page for recruitment, so let your recruiters control that but make sure all the other pages are focussed on promoting the whole company and its products.
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This is an update to my previous post ‘How Important is your LinkedIn Profile?’
LinkedIn recently announced that they had reached over 200 million members, this coupled with the fact they have bypassed the 11 million mark in the UK reinforces the view that LinkedIn is now a pretty mainstream business tool in the UK.
It is for this reason that I believe your LinkedIn profile is more important than ever.
If you wish to grow an effective network, win more business or be spotted for that next exciting job opportunity then you need to ensure that your online presence is impressive and that you are creating the right first impression.
When someone looks for you online (directly on LinkedIn or even via Google), what do they make of you?
- Can they see what you look like? (They won’t remember you if they can’t)
- Is it clear from your headline exactly what you do and what you offer them?
- Is it easy to make contact with you?
- Can they see your full profile?
- Do they know anyone that knows you?
- Can they see impressive testimonials from people that are just like them?
- Will they find you via keyword searching?
These questions and many more are answered in this online tutorial. Over two hours of screen video capture explaining every single section of your profile in great detail.
This tutorial has been updated to incorporate the new changes made by LinkedIn to profiles at the end of 2012.
Order your copy here
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