We all know what lipo is – a cosmetic surgery procedure that reduces stubborn fat deposits. So how about a little L.I.P.O.™ of a different kind? I mean LinkedIn Profile Optimization, aimed at cutting the fat from your profile and tightening up those marketing muscles.
If you’ve ever wondered how professional profile optimization is done…well, I can’t spill all the secrets, but I’ll share a few:
Status Updates
You know that little status bar underneath your picture? If you’re not using it, you should be. The best status updates are pertinent to your industry and reach out to people with a message of value. Status updates should be rather narrow in focus and say something more than, “Hey! Look what I did!” Instead, engage others by letting people know about that conference you’re attending or the group you just joined. Ask people if they’re involved as well. “Going to the Chicago SuperConference on June 12. If you’re attending, let’s connect!?” You’ll share a piece of your world and show your connections you care about what they’re doing as well. And by the way, if you have 500 or more connections, you should be updating your status at least three times a week. Reach out and touch someone!
Summary
This isn’t merely a listing of accomplishments or a flat resume. It’s an opportunity to reveal who you are and how you can help. People like to do business with those they feel comfortable with – that’s what networking is all about. Let YOU come through. Highlight your experiences, what drives you, and maybe a little of the journey that got you here so others can know you on a deeper level, allowing you to move from casual acquaintance to someone they “trust”.
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Title
How can people find you if they don’t know you by name? By keyword search. The right keywords bring people to your virtual door. Make sure your title is descriptive; not just your actual job title, but what you can do for others. Think about how someone (not in your field) might look for you on LinkedIn. Use long-tailed keywords to help you stand out – if you’re buried on page 6 of the search results, you won’t be found. The title tag is the single most important string of words impacting optimization, and there is a formula for creating a terrific title. Want to know the secret? Drop me a line: Victoria@TheConfidentCopywriter.com
Recommendations
Remember to ask for recommendations. But to get them, you must connect to people in your industry, people that have seen your work, either side-by-side or serving under or over you. Having your neighbor on LI might be fine for expanding connections, but it won’t be relevant as a recommendation. Make a potential employer or client’s job easier by providing recommendations that are positive, plentiful and pertain to your current position. The more recommendations, the better you’ll rank within your industry.
Groups
Joining groups on LI is imperative to your success. Groups allow you to cast a wider net by permitting you to connect with group members by invite, without knowing the individual email addresses. Groups establish your expertise, let you share your knowledge, make an impression and solve a problem for someone else – all keys to lead generation.
Don’t forget: Optimization + Engagement = Lead Generation. Isn’t that what we all want?
Victoria Ipri is CEO of Modello Media, Inc., an e-marketing strategy firm based in suburban Philadelphia, PA. She welcomes your questions and comments on this forum, or contact her directly at: ModelloMedia@gmail.com
Feel free to connect with the newest members of Green Buzz Agency Marketing department on Linkedin: Jennie Nowers, Brittney Grove, Jared Lee, and Jennie Ryon. Or join the Green Buzz Agency Linkedin Group.
Nearly every day, someone asks me, “What’s the best way to get started on LinkedIn?”
Most articles on this topic begin by spouting the ‘steps’ to connecting with others.
I’d like to begin even earlier in that process and talk about you.
Remember how Mom used to say, “Just be yourself and people will like you!” or “If you can’t say anything nice, don’t say anything at all”?
Mom was way ahead of her time.
The real question isn’t, “What’s the best way to get started on LinkedIn?”, but “What’s the best way to prepare myself to get started on LinkedIn?”
You’ve probably heard or read quite a bit about authenticity, transparency and integrity; three key elements to social media success. But can displaying these qualities actually make a difference?
Very simply…absolutely. For anyone looking to really connect on LinkedIn, here’s the starting point. LinkedIn (in fact, social media in general) is about people…helping, sharing and connecting. If your neighbor’s lawn mower breaks down and he or she asks to borrow yours, you’d likely say yes, because the two of you have a relationship. You also inherently recognize your neighbor will return the favor, or perhaps another type of favor, if you asked. If a total stranger were to knock on your door with the same question, you’d likely say no and immediately think, “The nerve!”
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A genuine, authentic approach to connecting with others is vital. Wrap your brain around this ‘helping’ attitude before you begin. If potential LinkedIn connections smell ‘a pitch’, you’re done before you start. No pitch should be necessary when you’re connecting on a deeper level that says, “Let me help you, just because I can.”
How can you help? Be you; be real; don’t falsify who you are. Get involved in and create stimulating, informative valuable discussions others can debate generally, or post your comments and thoughts more privately within groups you have joined.
As people begin to know and trust you, lead generation will begin. This is a two-fold process:
1) As you listen to the real needs of others, you help solve their challenges.
2) When you give help, you get help in return.
I often joke that I keep my expectations low; therefore, I’m never disappointed, but often delighted. It’s not much of a joke, because it’s true. Relationship building takes time. That connection may blow you off with a polite comment today, but may be knocking on your door tomorrow, because you’ve taken the right steps to remain top of mind.
Social media is a marathon, not a sprint. Wishing for it to move faster isn’t going to make it so. You’ve got to do the legwork required. Over time, you’ll be glad you did, as your online reputation and credibility grow.
Interact at an authentic level with everyone you meet, and watch the real magic happen.
Victoria Ipri is CEO of Modello Media, Inc., an e-marketing strategy firm based in suburban Philadelphia, PA. She welcomes your questions and comments on this forum, or contact her directly at: ModelloMedia@gmail.com
Feel free to connect with the newest members of Green Buzz Agency Marketing department on Linkedin: Jennie Nowers, Brittney Grove, Jared Lee, and Jennie Ryon. Or join the Green Buzz Agency Linkedin Group.
Many clients in the health care industry have recently come to us with questions about social media. Many of them want to know why social media matters and where it should fit into their marketing plans. Others want to know where to get started and how to build and maintain a successful Facebook Page, Twitter Account, YouTube Channel or blog. But more and more, clients are simply looking for help understanding the social media landscape and how it impacts health care decisions.
While there is no easy answer to any of these questions, there are a few things you should know if you’re thinking about developing a social media strategy for your hospital or organization:
61% of American Adults Look Online for Health Information
The number of American adults who looked for health information online has doubled in under a decade. That’s according to a 2009 Pew Internet Research study, which found that 61 percent of adults look online for healthcare information, while only 25 percent of American adults looked online for this information in 2000.
Three-quarters of American adults aged 18 or older, have access to the Internet either at home or at work. Eighty-three percent of those users have looked online for information about health topics ranging from information about a specific disease, treatments, alternative medicine, health insurance, health care providers, medical facilities and ways to stay healthy.
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24% of Patients Have Consulted Reviews of Medical Facilities Online
Just as more Americans turn to the Web to find recommendations on restaurants and local vendors, patients visit blogs and websites to find rankings and reviews of doctors, hospitals and medical facilities. According to Pew, health consumers looking for information, inspiration and support often turn to blogs or websites with user-generated rankings or reviews to find solutions:
• 41% of patients have read someone else’s commentary or experience about health or medical issues on an online news group, website or blog
• 24% of patients online have consulted rankings or reviews of doctors or providers
• 24% of patients online have consulted rankings or reviews of hospitals or medical facilities
More than 700 U.S. Hospitals Use Social Networking Tools
More and more patients look to connect directly with healthcare providers via social networking platforms like Facebook, Twitter and YouTube. In addition to using the Web for health information and disease support, patients want information and updates in real-time, just like they get from others in their online communities.
Hospitals have started to get the picture, using social networks to connect with consumers, making it easier for patients to better understand products and services, and allow health providers to demonstrate clinical expertise, build trust and deliver valued information to an engaged audience.
In June 2010, Found in Cache, an online resource for health care professionals, found that 744 U.S. hospitals were active on Twitter, Facebook and YouTube: 549 Twitter Accounts, 513 Facebook Pages, 337 YouTube Channels
60% of Patients Active Online Say Using the Web Affected a Medical Decision
Online health queries impact medical decisions. Among patients who researched health information online, the majority of respondents said the Internet had an impact on their own health or the way they care for someone else. Of the information found online:
• 60% said it affected a decision about how to treat an illness or condition
• 56% said it changed their overall approach to maintaining their health or the health of someone they care for
• 53% said it led them to ask a doctor new questions, or to get a second opinion
• 49% said it changed the way they thought about their diet, exercise or stress management
• 38% said it affected their decision to see a doctor
• 38% said it changed the way they cope with a chronic condition or manage pain
Takeaway for Health Care Professionals: Social Media is Part of Our Culture
“It’s time to get rid of the term ‘social media’ and call it ‘media,’ because there really isn’t a difference,” according to Shel Holtz, principal of Holtz Communications and the media manager for the Mayo Clinic. Today, eight of the top 20 most visited websites in the U.S. are social media based:
Top Sites in the United States
1. Google 2. Facebook 3. Yahoo 4. YouTube 5. Amazon 6. Wikipedia 7. Craigslist 8. eBay 9. Twitter 10. WindowsLive 11. Blogger 12. MSN 13. Myspace 14. Go 15. AOL 16. Bing 17. CNN 18. Linkedin 19. ESPN 20. Wordpress
Updated June 29, 2010 from Alexa.com
As you can see, social media connects health care providers to patients, while helping to accomplish marketing goals. While the Internet is no substitute for health care professionals and the care they provide, it can help hospitals and healthcare providers reach patients who are deepening their engagement with the online world.
Can information about your hospital, clinical expertise or services be found in the places people are looking?
If not, now is the perfect time to get started!
Anna Heatherly is an Account Executive at Virilion in Washington, DC and an award-winning internet marketer with five years experience in digital strategy and public relations. Specializing in a variety of digital marketing tactics including advertising, email, search and social media, Anna has helped dozens of clients navigate the digital landscape to achieve their business goals. At Virilion, Anna helps clients reach online influencers, build and activate communities across the web, and utilize digital channels to drive awareness and advocacy. She can be reached at AHeatherly@Virilion.com . Follow @Virilion and @AnnaHeatherly on Twitter for more updates and information on social media and the web.
Today’s event marketing landscape has shifted and now interactive product launches for video games, technology platforms, and hand-held devices demand consumer touch and feel. They require the creation of a brand aura around the launch and unfettered hands-on trial. You supply the experience, and your users supply the PR. User-generated PR is far more powerful than anything your agency can create.
If you’re on the fence, think about this: Infinity Ward and their partners have mastered this multi-layered approach and landed over $300 million in sales during Modern Warfare 2’s first 24 hours on the market.
Today’s consumers expect to battle test your product, and read the reviews of others during the product launch. Confidence in your product is generated as consumers step behind the marketing veil to experience your product and tell others of their experience through the social media pipeline: Facebook, Twitter, YouTube and the blogosphere. You must influence this process.
We’ve learned that experience sells. Product experience, brand experience and execution experience are now required to sell. Product launches certainly must be accompanied by the air war of brand positioning and mass market ads. However, the actual creation of scalable (meaning repeatable across the social network) brand experiences now acts as the ground troops of product launches within the technical product domain. And I don’t think this approach just applies to technology products, they simply represent the tip of the spear. Technology focused products and their respective consumers rely on word of mouth and user-generated reviews rather than a high profile spokesperson or shotgun ad hitting a sedate market. Technology products merit – in fact require – transferable proof your product meets expected levels of experience, quality and satisfaction. And if you don’t provide such proof, expect to be ridiculed in the user-generated press.
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Technology product launches differ from traditional first-time product trials as consumers tend to be more sensitive and invested in their technology. Unlike traditional sampling trial events (such as food or drink products) where the goal is to have consumers try a less-known product for the first time and convert them into buyers, the experience with technology is usually for an (often highly) anticipated product which consumers have built an expectation for. If expectations are not met both from a performance and an emotional standpoint it can result in lost sales. When I showcase a technology product for the first time, the environment and user experience is vital to make sure it meets or exceeds consumer expectations. Below are my five keys to achieve this:
1. Venue and event selection – the venue is an important part of the experience and event attendees must closely align with your target market.
2. Setting and atmosphere – does the environment fit the audience and product branding? Music, lighting, furniture, layout, food and beverage, staff, uniforms etc. all play a part in creating the right ambiance.
3. Demonstration and user interaction – the product must be used in the right context so consumers can better relate to the experience. Try and demonstrate the product in a way that not only boasts its attributes and benefits but also in a way which makes sense to your core consumer.
4. Supporting elements – green screen, premiums and giveaways, and special guests or performances can greatly enhance the user experience from an emotional standpoint.
5. Extending the experience – promotion through social media both before and after the launch with tools such as YouTube, Facebook, Twitter and more traditional PR to share user experience for those who could not attend the event, but want to share the excitement of a product launch.
Craig Goldstein is the Chief Operations Officer and Founder of UCG Marketing, which is an award-winning full service experiential marketing and promotions agency based in Boston. Email him at cgoldstein@ucgmarketing.com
Facts and quotes supporting the case for Online Video as the leading Marketing Tool in 2010 and beyond.
The Green Buzz Agency Blog provides insight for Marketing Decision Makers and other fun people
