Great Opportunities Are Hidden on LinkedIN

Often times I am asked by executives why they should spend any time in social media, and specifically LinkedIN. Many have this (outdated) impression that LinkedIN is a place to post your resume if you're looking for a job.

Granted, that might be why some have gone there - the reality is that LinkedIN is a treasure trove of opportunities to do business.

A couple months ago I was searching for "social media" in the Q&A section of the site and there was a post by some guy named Lon Safko..I hadn't heard of him at the time.

Of course, there were a handful of responses below identifying candidates, but there were slim in value and either self-promoting or without detail. I immediately contacted Lon through a private message and gave him a synopsis of MediaSauce, a quick background on why I was intrigued by his need and a request for a conference call.

Lon was quick to make a call, and a matter of days later I was in Phoenix chatting up the opportunity The Social Media Bible provided for MediaSauce, Lon and his business partner Steven Groves.

They needed a partner to build the digital presence to mark the book, but what intrigued me most was the discussion of contributing to the content to ensure this anthology of all things social media would truly be a "Bible" for business executives around the globe.

I'm excited to see where this partnership takes us. The book will be published by J. Wiley & Sons, one of the countries top book publishers. Over the course of the coming weeks we'll be working through a strategy plan for marketing the book, and I'll have an opportunity to lead a technical edit of several sections of the book to ensure accuracy.

This would be my first contribution to a published book - I'm ecstatic about the opportunity and to be able to bring such an important project to MediaSauce (thanks to social media!).

Delivering the Keynote for Rochester Business Journal Event

On February 13th I'll be giving the keynote lecture for the Rochester Business Journal's 2009 Best of the Web awards banquet in Rochester, NY.

The opportunity came through Chris Katterjohn, publisher of the Indianapolis Business Journal, who graciously gave the opening remarks at MediaSauce's December 2008 Web. 2.0 event, "How Obama Won Using Digital and Social Media." Thanks Chris!

The February 6th edition of RBJ included a cover story on the event and was actually a pretty solid interview. Here's a couple excerpts from the article:

The hurdle for companies, large and small, is not the expense of communicat­ing with customers through these chan­nels, Burnes said. It is the fear of engaging with people and reconnecting with people from the past. Being able to take a critical look at one­self is likewise paramount. People have to determine if what they have to say is interesting, Burnes said. Social media, he underscores, are not the place for the tra­ditional hard sell.

He compares companies’ use of social media to going to a party. The goal for an organization is being the most memorable guest there—not the most annoying.

“When we go to a par­ty, we can find someone at the center of the room talking, and people are around him listening and nodding their heads. Then there’s another guy at the party who’s talking a lot, and everyone wants to avoid being around him because he’s say­ing too much,” Burnes said...

...In online social networking, organiza­tions have the opportunity to present what is interesting from different people and different specialties within the company. Relying on one person to do all the online networking is a mistake, he said...

...“The reality is that there are different audiences who need different information, so you need to be able to diversify your talent,” Burnes said. “At MediaSauce, we try to look at how do we identify and show­case talent within the organization to speak on these things, and then help them carry those stories to the world.”

You can read the entire text of the article here. (Note: The article is not available online at RBJ.net or I would have linked there rather than posting it here.)

The presentation that I'm putting together will discuss the need for connecting, not marketing and focus on case studies of businesses that have embraced and succeeded with Social Media. I'll be writing up a summary of the keynote on the MediaSauce blog following the event.

Rochester Business Journal: Event speaker to explore keys of social media

By Mary Stone

Embracing social media is as vital to sur­viving in business as the Internet became more than a decade ago.
To that end, “Evolve or die” is the mes­sage that media consultant James Burnes will give to the audience at the Rochester Busi­ness Journal’s 12th Best of the Web breakfast next Friday. A section on the finalists for the annual competition starts on page 17.

For the last 10 years, Burnes has been creating Internet blueprints and online mar­keting strategies for corporate clients. To­day, to stay relevant, he said, those strate­gies must include emerging media such as Facebook, LinkedIn and Twitter.

The hurdle for companies, large and small, is not the expense of communicat­ing with customers through these chan­nels, Burnes said. It is the fear of engaging with people and reconnecting with people from the past.
Being able to take a critical look at one­self is likewise paramount. People have to determine if what they have to say is interesting, Burnes said. Social media, he underscores, are not the place for the tra­ditional hard sell.
He compares companies’ use of social media to going to a party. The goal for an organization is being the most memorable guest there—not the most annoying.

“When we go to a par­ty, we can find someone at the center of the room talking, and people are around him listening and nodding their heads. Then there’s another guy at the party who’s talking a lot, and everyone wants to avoid being around him because he’s say­ing too much,” Burnes said. “Then there’s the guy who’s saying nothing and just lis­tening.”

In online social networking, organiza­tions have the opportunity to present what is interesting from different people and different specialties within the company. Relying on one person to do all the online networking is a mistake, he said.

Photo courtesy of James Burnes James Burnes says that in using social media, a company should try to be the most memo­rable guest at a party, not the guy who’s most annoying because he won’t stop talking. A successful strategy makes each department of the company a “thought leader.”

“The reality is that there are different audiences who need different information, so you need to be able to diversify your talent,” Burnes said. “At MediaSauce, we try to look at how do we identify and show­case talent within the organization to speak on these things, and then help them carry those stories to the world.”

Indiana-based MediaSauce is the In­ternet strategy consultancy where Burnes serves as vice president of development and strategy.

Companies need a plan to ap­proach social networking, and developing one means surveying the territory,
identifying who within the organization is relevant to it and what needs the or­ganization has, he said.

For example, the goal of social network­ing for a sales department is different from a human resources department, Burnes said. A company needs a set of tactics for each department’s goals.
Whatever the specific goals, the ultimate objective for every department, he said, is to become a thought leader within its on­line channel of social networking.

Establishing a company’s online blue­print is one part of the strategy, but to ex­ecute it companies—specifically execu­tives—have to overcome their fear of deal­ing with customers.

“Whether you’re a CEO or a C-level or B-level executive at a small organization or a very large international company, we’re finding that at the executive level, there is a fundamental fear of interacting with customers,” Burnes said.

Traditionally, marketing communica­tions, he explained, dealt primarily with competitors and the mass media. In that setting, the worst-case scenario for a com­pany was a dissatisfied customer talking to friends and relatives about an experience.

Online that circle of friends and relatives spreads through multiple platforms to per­fect strangers seeking information about a company. Instead of 30 people hearing about a negative or positive company expe­rience, Burnes said, a single customer can reach thousands of other customers.

Today, the customer has more power than ever, and company executives would do well to address it rather than ignore it, Burnes said.

The 12th Annual Best of the Web Awards breakfast takes place Feb. 13 from 7:45 to 9:45 a.m. at the Hyatt Regency Rochester. More information and reserva­tions are available at www.rbjdaily.com or at 546-8303.
mstone@rbj.net / 585-546-8303

Volume 24, Number 46 www.RBJDaily.com February 6, 2009

Get active on Twitter, LinkedIN and Facebook to Succeed in Sales

Last week Bryan Gray and I presented to about 85 business leaders on the importance of building a sales force that is ready to engage and connect in the Interconnected Age.

I posted a blog entry summary on the MediaSauce Blog earlier today, that included the full presentation slide set.

As part of the event, I invited all the participants to get LinkedIN with me and also friend me on Facebook. I've been pleased that so many from the event have done so. While that connection is rather limited to a one-time relationship, it's the building block of us connecting in the future.

Several attendees have sent some nice notes about their experience. I've been excited about it, because I love public speaking and getting others fired up about the power of social media to grow their business.

• "Thank you for your invitation and for the enlightening presentation yesterday. You hit the nail on the head for me personally by stating the fact that I have a profile on several sites but have never really "dug deeper" to reap the benefits. I was insprired to do better and work a little smarter in the future when it comes to Social and Digital media outlets. Thanks again for sharing your expertise. Good luck and I look forward to hearing from you again soon."
  - Kurt Wessling, Jackson Systems
• "Thanks for a great seminar yesterday. I want to tell you, as a marketing professional, it was the best marketing seminar I've been to. You provided real-world, take-action tips...not just fluff."
  -Wendy Kramer, ICx Technologies
  
• "Thanks James. I found the presentation informative and helpful. We stumbled across Linked-In as a lead generation tool about 6-months ago, but we haven't attacked it methodically. As you mentioned though, it is a rich source of contacts if you just use a little common sense."
  - Pat Turley, Ball Systems
• "James, I appreciate all of the good information you offered today. I have been trying to put all of this together for awhile and today really helped me fill in a few of the gaps."
  - Denise Soots, Central Ohio Graphics

Thanks to everyone who sent the kind words about the program. The ones above were some of my favorites, so I had to share them (and provide a little shameless self promotion).

As well, several attendees starting following me on Twitter. This has been one platform that I've been slow to see followers on, but then again, I haven't really focused too much time trying to build out that audience yet.

The point of the presentation is that to have a successful sales force in the coming months and years, building a culture where social media is mainstream and part of the daily prospecting process will yield great results.

Most importantly, it's not just about getting a profile in these, it's about a daily engagement and using the tools to identify and build a prospect list.

In the coming weeks I'll be writing my favorite tips on how to use these three social media platforms to build an endless supply of prospects.

(Don't forget to watch the slidecast of the presentation on the MediaSauce blog.)

An Open Letter to IBJ Contributor Marcus Morton

I normally consider Morton Marcus a conservative thought-leader to issues facing Indiana's future - but Mr. Marcus has clearly championed himself as a thought-dinosaur in our digital world with his most recent editorial "Eye on the Pie: Social networks are intrusive nuisances." The world is moving rapidly, information is flowing between individuals 24/7 and those who are embracing social media are the ones moving ahead.

Social media empowers us to generate business opportunities, maintain existing connections and rebuild long-expired relationships effortlessly. It is hardly "pestering" or "irrelevant." On the contrary, social media gives us more opportunity to be relevant and more influential to our network than ever before.

But I doubt Mr. Marcus understands that - since communication and information appears to be unnecessary in his sheltered world. Or maybe he does understand, but isn't willing to learn any new skills?

It makes me wonder if a few years ago when someone called him on a cell phone if that was annoying and useless too?

Mr. Marcus seems to be satisfied to hang his hat up and watch as the world - professional and personal - leaves him out of the information loop. It's probably better that way, his relevance is quickly diminishing as new thought leaders emerge and share their knowledge to a world better connected to information than the world Mr. Marcus once led.

Social media is neither intrusive or a nuisance. It's the present - and future - of communications. And Mr. Marcus is letting the future pass him by. That's OK. He, and the old dogs who think the same way he does, probably wouldn't make it in the Interconnected Age anyway.

And that just leaves more room for the rest of us to prosper.

What are my strengths? I learned just 6 months ago

When you're early in your career, finding the perfect career path has it's hills and valleys. You seek out opportunities that may offer status, fast-growth or a chance of scenery. (Sometimes, anything that pays the bills is enough).

But as you work though the early stages, you begin to discover what you like about work (and not just the unlimited soda in the fridge). You identify certain activities or situations you thrive in and you begin to understand which ones to avoid because you may not be as successful (or excited).

Before I joined MediaSauce, I was asked to take the Gallup Strengthsfinder 2.0 survey. Following a comprehensive 1-1.5 hour long survey on their web site, I was delivered a summary of what key strengths were within me and a comprehensive report about how to identify what situations and opportunities would play to my strengths. You can read the report if you're interested.

I'd taken plenty of personality profiles and was aware of what I liked in life, but never before had a report so succinctly and accurately defined for me not only what my strengths were, but also what I could excel at professional and personally.

I highly recommend you find out what your strengths are - it may chance your outlook on what kind of work life might make you most successful - and happy.

By the way, my five (of the 34 possible) themes are:

• Significance
• Strategic
• Command
• Relator
• Achiever

If you take the survey, please send me a copy of your report and post your comments.

Hitting a LinkedIN Milestone: 500 Connections

Back in March I set out a personal goal to have 500 connections on LinkedIN before the end of the year. Why 500? Because at 500 connections LinkedIN no longer tallies, publicly, how many you have. It's sort of the professional threshold on the site to say that you're really well connected.

I knew with my activity at MediaSauce and the work I'd done for years with LIN TV and The Indianapolis Star that this number could be accomplished.

A week or two before the New Year I had hit 490 and with a little final encouragement from me to remind some of my invitees to accept my invitation, I hit 500 around 6:30 p.m. on December 31st, 2008. Yes, that would be cutting a goal close. :)

I posted a blog post to the MediaSauce blog today about the importance of using LinkedIN to grow connections professionally. Read it here. I could probably write a whole book about how LinkedIN is changing the way we sell, maintain relationships and recruit. For me, it's probably one of the three most important web sites on the Internet today - and it's only just begun.

Do you have a profile on LinkedIN? If not, please sign up and be sure to add me as a connection.