Paul Trout - @shiftworldwide

Paul Trout of Shift Worldwide covered today’s LinkedIn breakout session. Paul is CEO of Shift Worldwide who is an accomplished speaker, writer and trainer on topics of business development, leadership, marketing and client service. Paul is transforming how business is done by using his extraordinary talent in ideation and a passion for solving the ‘unsolvable’ problem. He understands the trends, issues and hot buttons of the market today and predicts the future for what’s to come. Paul has been in the services industry for twenty years, having worked or consulted for firms specializing in legal, consulting, accounting, information systems, financial, public relations, marketing, advertising, publishing and education and training services.

Paul started off by reiterating that social media is all about the relationships (not the Benjamin’s – that’s my contribution)

Some basics to consider for Linked In:
• Build social capital—the measurement of the value of your business network. Mission is to build trust and reciprocity.
• Focus on closed network—family or high school click. This group has a lot of trust and reciprocity but not a lot of info sharing.
• Connect Networks—bringing someone from one part of your network to someone in another network to bring value and help in their success.

Now a fun fact: 43 million members on Linked In! In one month jumped from 37 to 43. A new member joins every second.

Why LinkedIn works:
• You can extend your identity to generate memory.
• Link to people that you trust, know and can verify your value.
• Build awareness for you and what your value is—LinkedIn is a great tool to do that.
• Companies don’t make decisions, people do—build those relationships with the people. LinkedIn helps facilitate that.

When LinkedIn doesn’t work:
• There is little context for use. You have to invest time to learn it yourself.
• When you only use it when you need it. Build it before you need it.
• When you approach it as “help me” vs. “help you”.
• Timidity in linking beyond first degree.

Common “Me” Uses:
• Job/career focus: Recruiting or search.
• Marketing/business development/sales—how much easier can it be to connect with someone than when you have almost every detail about them at your fingertips?
• Knowledge absorption—fantastic tool in learning anything you care to dream up.

Valuable “Them” Uses:
• Connecting Networks
• Update comments
• Knowledge dissemination—position yourself as an expert
• Make recommendations
• I’d add another and that is participation in groups—provide valuable, relevant content to your groups and you will be noticed.

A quick step in stepping up your LinkedIn experience: Don’t be all business all the time. Be personal. Learn, share, rebrand. Then implement targeted relationship building. For me, it’s been most fun infusing a lot of personality into my social media engagements.

A cool note: Build relationships OUTSIDE of social media. Be focused on those live connections. That has been my BEST social media experience. Add that to being personal, and there is no way you can’t create strong relationships.

The purpose of LinkedIn: To be found!

Growing your network base:
• Search to connect with others.
• Search avenues:
o Name specific, email addresses, Other’s networks, school/work networks, groups.
• Make “invite to connect” personal – another step in building relationships!
• Don’t ignore your 2nd and 3rd degrees. That is a huge pot of potential in growing relationships, sales potential, recognition, followers, etc.

Now, a tool I LOVE, Job Search!
• Brings up results on jobs posted in LinkedIn or on the net via SimplyHired
• Each job displays who is a connection in your network that works there. A huge power in getting closer to the decision maker. That person could become your advocate in getting you into the organization and getting your information in front of the right person. Applying for a job over the web is a waste of time! As a job seeker, I can vouch for that.

A side note, don’t forget to be “them” focused–you must, must be of value to them and can’t just expect a one way street. Relationships are not based on one-sided focuses.

Other search tools include people search and company search. The company search displays all of those who are currently and previously employed by them. That could be the most valuable information you could ever ask for in developing targeted relationships or getting yourself in the door.

As a Marketer, participation in Q&A’s shows your value, expertise and credibility—helping you become recognized and top of mind. This could also engage those in your network and ultimately grow your network and relevancy.

Groups: allows you to keep up to date on discussions/events/news. This also allows you to share content and engage with others with similar interests.

Business Development: Search, then connect: knowledge absorption. When you connect begin providing value and relevancy to the connections.

Connecting Networks: Have a reason!

Update Comments: similar to FB and Twitter. Develop personal insights. Not a promotion tool.

Recommendations: Powerful because they develop trust and a bond.

That’s all folks!