LinkedIn's Tipping Point (The Waldo Factor, part 16)

LinkedIn announced on January 9 that it had reached 200 million members.

LinkedIn launched in May 2003 and was on a slow growth curve for several years. By Q1 2009 LinkedIn had reached 36 million members; Q1 2010, 64 million; Q1 2011, 102 million; Q1 2012, 161 million; and Q1, 2013 it reached 200 million - with 74 million in the U.S.

An article by Wyatt Kash came out earlier this week from AOLGov and highlighted the results of a Forrester study commissioned by LinkedIn. The study looked at the role of social media in the IT buying process.

Among the results :  "That 85% of those surveyed have used at least one social network for business was not surprising. What was surprising, said (Mike) Weir, was that three out of four had engaged directly with an IT vendor through a social network. (Also not a surprise: 95% of IT decision makers report using LinkedIn.)

What's evolved over the past two years, however, said Weir, is the extent to which the use of social networks has grown from a way for professionals to connect with their peers, into something deeper and more dynamic." (from the AOLGov article)

http://gov.aol.com/2013/01/08/social-media-networks-gain-greater-role-in-it-decisions/

The article goes on: "The study, which polled 400 IT decision makers across North America, asked what's causing IT decisions to turn to social networks? According to their responses:

• 58% said to learn from trusted peers
• 49% said to access a broader network of peers
• 40% said to quickly find reliable information
• 37% said networks provide relevant context to connect with vendors."

Rather than keep quoting from the article, I suggest you read it, and I'll get to my point: what was the tipping point for LinkedIn? When did it cease to be a place where you had a profile and visited occasionally and become the site that gets 160 million unique visitors each month?

When did people start using LinkedIn to seriously share information and build communities?

The reality is, since the first groups were formed this has been happening. The numbers simply increased year-over-year until sometime between late 2010 year and mid/late 2011 when critical mass occurred. I base this purely on empirical observation, being a perpetual monitor of LinkedIn from a GovCon perspective.

I have monitored the growth of key groups in our market and to an extent I have monitored the discussions. There are some groups with many discussions, but not all are germane. The better groups are well-managed and the discussions can be lively and have multiple participants.

The activity in the groups I belong to has been improving in both quality and quantity. The membership in some key groups has been growing as well.

LinkedIn can be a sales tool, a business development tool, and most certainly a marketing tool.

But the major function is communtiy builder.

There are three types of people: those who make things happen; those who watch things happen; and those who wonder what happened. Need to get better on LinkedIn and make things happen? Attend my LinkedIn for Government Contractors seminar February 19. Use code "GMM" for a 20% discount.

https://www.govevents.com/details/5422/linkedin-for-government-contractors

Highlights from Past & Upcoming Presentations on Leveraging LInkedIn (The Waldo Factor, part 15)

During my July 2008 Government Marketing Best Practices seminar I stated that publications and associations without a robust social networking presence were going to loose marketshare. The same certainly applies to businesses.

I made that statement because by mid 2008 social networks had evolved to the point of becoming important in information sharing and the government trade publications were ignoring them completely.

Since that time groups on LinkedIn like Carl Dickson's Business Development group, Peter Weishaar's GSA & VA Schedule group, and my Government Market Master group have grown into successful online communities largely because they are each well-managed and each provide an active forum where information from GovCon professionals is shared and commented on regularly.

There are several other good groups, but I think these three stand out. These communities have become a vital part of the information sharing ecosystem among professionals that is making "old media" fall behind.

In 2012 over half of my 20+ public presentations either included or focused on leveraging LinkedIn. Further, more than half of my over 60 in-house presentations and webinars also focused on LinkedIn.

Why?

Because LinkedIn has become the major hub on online networking for the Government Contracting community. And the GovCon community is here because the government buyers, influencers and managers are here.

Developing and  managing relationships is the true core of success in this market.

In an era where government travel and event participation is down, online networking becomes even more critical.

So here are a few recurrent highlights and tips to think about.

1: It all begins with a good-to-great profile.

A profile is not a presence. A profile with little or no information is worthless, as people viewing the profile have absolutely no reason to connect with you or even remember you.

2: If your photo makes you look like a hooker, psycho, or party animal, you lose credibility.

This happens more frequently than you might think. Prime contractors and government buyers don't need to know about cleavage or your drinking habits. They want to see someone they can rely on.

As we are all visual learners, our eyes go to the photo first. If your photo does not show you in a positive light, your credibility suffers immediately.

This is a professional network, so present yourself in a professional manner.

3: The headline under your name is valuable real estate and should not simply reiterate your current job title.

The headline should be used to highlight the skill you bring to the market, not simply repeat one of the next things that appears on your profile. It should grab the attention of the viewer and encourage them to read more.

4: Groups are there not simply to join, but for participation.

Groups are communities where people of similar interests gather online to share articles, ideas, and opinions. they are superb venues for raising your visibility to a targeted niche by offering your thoughts and opinions.

Among the other changes, LinkedIn removed the applications and plans to replace them with rich media feeds. Stay tuned for that...

There are many ways to leverage LinkedIn to raise visibility for you and your company. Simply being there is not enough.

Those without a robust social networking presence will lose marketshare in direct proportion to their social networking inactivity.

My next LinkedIn for Contractors seminar is February 19 at Capitol College. This 4 hour session is the extended version of my LinkedIn Blackbelt Workshop. Drop me a line for details. markamtower@gmail.com or register here
https://www.govevents.com/details/5422/linkedin-for-government-contractors


I will also be speaking about LinkedIn at the

APMP dinner speaker series January 16:
http://www.apmpnca.org/events/events/january-16th-speaker-series/

and the NVTC breakfast February 22:
http://www.nvtc.org/events/geteventinfo.php?event=BUSDEVL-60

LinkedIn replacing current applications

There has been some abrupt changes at LinkedIn over the last three months, including a reformatting of your profile. The first big change came with the "Endorsement" feature.

Yet more changes are coming to your LinkedIn profile if you use the (now old and replaced) applications, such as WordPress and SlideShare.

If you and/or your company needs LinkedIn training, contact me (mark AT federaldirect DOT net).

Here is the  are two announcements from LinkedIn:

#1

http://help.linkedin.com/app/answers/detail/a_id/1160

Applications - No Longer Supported

Why are Applications no longer supported?

Last Updated: 12/10/2012 

 

At LinkedIn, we want to provide a simple and efficient experience for members like you. So from time to time, we take a look at our set of features to evaluate how they're being used by our members. We have decided to replace the LinkedIn Applications feature with the ability to add rich media directly to your profile.

#2
http://help.linkedin.com/app/answers/detail/a_id/34326

LinkedIn Applications: Location of 3rd Party Content

How can I access the content from my 3rd party LinkedIn Applications?

Last Updated: 12/11/2012

 

LinkedIn Applications are being replaced with a new feature that lets you add media links to images, presentations, videos, and documents on your profile. You may click below to see how to access content for some of those applications:

My Travel by TripIt

You will be able to continue to post TripIt updates to your LinkedIn network and profile by linking your TripIt and LinkedIn accounts. Show me how.
 

Legal Updates by JD Supra

We are actively working with JD Supra to integrate the content from your JD Supra portfolio into your new LinkedIn profile. Expect to hear from JD Supra directly as we make this switch. In the meantime, if you’ve been posting your documents via the "Legal Updates" app, you can continue to update your network with your latest content by logging into your account on JD Supra.
 

Portfolio Display by Behance

Any of your Behance content you’ve uploaded using the Portfolio Display application will be automatically migrated to the Summary section of your profile once you opt into the newly redesigned LinkedIn Profile. If you were a user of this application, you should receive an invite to opt into the new profile design shortly.
 

SlideShare Presentations by SlideShare

Any SlideShare content you’ve uploaded using the SlideShare Presentations application will be automatically migrated to the Summary section of your profile once you opt into the newly redesigned LinkedIn profile. If you were a user of this application, you should receive an invitation to opt into the new profile design shortly.
 

Lawyer Ratings by LexisNexis

With this new platform, applications such as the Lawyers Rating Application by LexisNexis®Martindale-Hubbell® will no longer be supported. This application icon will no longer display on your LinkedIn profile. Be on the look-out for the next generation Ratings application from LexisNexis®Martindale-Hubbell® available in the near future.
 

WordPress by Automatic

If you self-host your WordPress site, you can enable auto posting to LinkedIn through the Jetpack plugin from Automatic.
If your site is on WordPress.com, simply enable the Publicize setting for LinkedIn from your WordPress.com Dashboard.
 

Box Files by Box

Displaying and sharing a file from Box in your new LinkedIn profile is easy. In order to display a specific file, all you need to do is paste the file’s direct link in the LinkedIn professional gallery. Simply preview the file as you normally would in Box, select File Options - Share - Get Link to File and then click on Direct Link to generate the URL. Paste it directly in the LinkedIn professional gallery.

Repeat the same steps for other files you’d like to add to your profile. As always, you can customize the sharing and access security settings on Box for the content you add to your LinkedIn profile.

Visit the Box support site for more information and a full list of supported file types.
 

We cannot automatically move content from the remaining applications to your profile. You can re-add that content to your profile using our new rich media feature.

LinkedIn profiles to change

A few minutes ago I received an email from LI. I am uncertain how this will impact me, all of us, etc. So stay tuned for commentary as i digest this....

Here is the email:

Hi Mark, On December 11, 2012, you'll be getting the new LinkedIn profile, which has a simplified design, provides deeper insights, and surfaces new ways to connect and build relationships. You'll also be one of the first to preview a new way to showcase rich content on your profile -- like presentations, videos, documents, and more. Now there are more ways than ever to tell your professional story on LinkedIn, and we're excited for you to try them out. As we roll out these changes, we'll also be streamlining our app offerings, so the following LinkedIn apps will no longer be supported on the homepage or profile as of December 11: LinkedIn Events You can find out more about these changes on our Help Center. We hope you like your new LinkedIn profile! Thanks, The LinkedIn Team AND HERE IS THE HELP CENTER CLICK THROUGH to the HELP CENTER: LinkedIn Applications: Location of 3rd Party Content How can I access the content from my 3rd party LinkedIn Applications? LinkedIn Applications are being replaced with a new feature that lets you add media links to images, presentations, videos, and documents on your profile. You may click below to see how to access content for some of those applications: My Travel by TripIt You will be able to continue to post TripIt updates to your LinkedIn network and profile by linking your TripIt and LinkedIn accounts. Show me how. Legal Updates by JD Supra We are actively working with JD Supra to integrate the content from your JD Supra portfolio into your new LinkedIn profile. Expect to hear from JD Supra directly as we make this switch. In the meantime, if you’ve been posting your documents via the "Legal Updates" app, you can continue to update your network with your latest content by logging into your account on JD Supra. Portfolio Display by Behance Any of your Behance content you’ve uploaded using the Portfolio Display application will be automatically migrated to the Summary section of your profile once you opt into the newly redesigned LinkedIn Profile. If you were a user of this application, you should receive an invite to opt into the new profile design shortly. SlideShare Presentations by SlideShare Any SlideShare content you’ve uploaded using the SlideShare Presentations application will be automatically migrated to the Summary section of your profile once you opt into the newly redesigned LinkedIn profile. If you were a user of this application, you should receive an invitation to opt into the new profile design shortly. Lawyer Ratings by LexisNexis With this new platform, applications such as the Lawyers Rating Application by LexisNexis®Martindale-Hubbell® will no longer be supported. This application icon will no longer display on your LinkedIn profile. Be on the look-out for the next generation Ratings application from LexisNexis®Martindale-Hubbell® available in the near future. WordPress by Automatic   If you self-host your WordPress site, you can enable auto posting to LinkedIn through the Jetpack plugin from Automatic. If your site is on WordPress.com, simply enable the Publicize setting for LinkedIn from your WordPress.com Dashboard. We cannot automatically move content from the remaining applications to your profile. You can re-add that content to your profile using our new rich media feature.

LinkedIn drops "Events", adds video advertising

Changes and new features at LinkedIn keep coming and it is important to stay as current as possible. I try to keep myself current and post the significant changes here. Back in early October I posted info on the then new "Endorsement" feature -

http://blog.federaldirect.net/2012/10/the-facebooking-of-linkedin-endorsing.html

It is important to stay current so you can leverage each new feature when it fits your business plan and budget. Keep in mind some of the features, like "Endorsements" and the enhanced "Company Profile" are free. 

If you need to catch up and learn to maximize the current power of LinkedIn, consider attending my December 11 session on LinkedIn at Capitol College:

http://blog.federaldirect.net/2012/12/december-2012-government-market-master.html

Now, on to the two most recent changes.

LinkedIn's relatively popular "Events" calendar is gone. Here is the announcement posted about 10 days ago:

LinkedIn will be shutting off the LinkedIn Events application effective November 26, 2012.

At LinkedIn, we want to provide a simple and efficient experience for all members. So from time to time, we take a look at our set of features to evaluate how they're being used by our members. Part of this process sometimes means we decide to eliminate a feature, so we can better invest our development resources in building more great LinkedIn products for members like you.

There are still many ways to spread the word about upcoming events. You can always share links about events from your homepage, or in relevant groups.

The removal of this feature impacts events producers and others providing niche information on this otherwise robust platform.

I don't think the "Events" feature is gone forever, but if it does return, I think it will do so as a paid service.

In an unrelated move, LinkedIn recently announced that you can now run video ads. Here is the announcement from October 23, 2012:

Have more to say than can fit in a text ad? Most advertisers do, which is why we’re excited to announce the global roll-out of video ads on our self-serve platform, LinkedIn Ads. Whether you have a complex B2B service to promote or an inspiring brand message, video ads are a way to educate, persuade, and inspire LinkedIn’s 175M members.

I have seen some video as profile enhancements. Some has been quite good and some has been, well let's say, embarrassing. This feature will be fun to watch as companies experiment with it, so stay tuned.

And if you want to excel on LinkedIn, attend the December 11 session!

http://blog.federaldirect.net/2012/12/december-2012-government-market-master.html
 

December 2012 Government Market Master seminars

The GOVERNMENT MARKET MASTER™ (GMM) CERTIFICATE PROGRAM provides comprehensive best practices, processes and methodologies for gaining invaluable insight on how to develop and sustain meaningful business relationships with the Federal Government. Delivered by top government, business and thought leaders, the Capitol College-GMM program is specifically designed by Business-to-Government (B2G) experts to benefit executives, managers and professionals who seek to successfully target, engage, win and sustain business with the Federal Government.

Call Mark Amtower or email at 301 924 0058 mark@federaldirect.net for registration information or group rates.

 

"Mark (Amtower) is the greatest. I have sent many of my marketing folks to his events. They all return inspired and smarter. He knows the industry and the market like no one else."

— Craig Abod, CEO, Carahsoft, Inc

Tues, Dec 11, 8AM-noon:  (GMM 208): LinkedIn for Government Contractors  

Federal government employees and managers are joining LinkedIn by the thousands and many of the government contractors are already here. LinkedIn is growing rapidly, yet most companies in the government market are not leveraging the power that it brings to the table. Learn how this tool can help your company stand out among your competitors and grow.

 What you will learn:

-          Why you need a LinkedIn strategy and how to create one

-          How to create a LinkedIn profile that attracts the people you want to meet and raises your Google rank

-          Developing a profile that attracts the right audience

-          Making the "right connections" (contractors and government decision makers)

-          Managing and communicating with your connections

-          Establishing you/your company as a subject matter expert or “thought leader”

-          Learn the tactics to stay “top of mind” in your niche and be recognized as a thought leader

-          How to select and leverage the best groups to grow your business

-          Which “apps” fit your strategy

-          And much more!

From the basics of developing a great profile to targeting contracting partners; finding, joining

and leveraging the right groups: making you and your company stand out from the competition; learn the top tactics from LinkedIn Black Belt Mark Amtower. Investment: $495 (use code GMM when registering for a 20% discount). You must be registered to attend. Group rates available.

 

Wed, Dec 12: 8am-noon: PR for Small Government Contractors

Being written about in trade publications gives a company more credibility in their market. Some small businesses get press coverage but most do not. Join the ranks of those who know how to get PR and get noticed!

What you will learn:

              -          What is newsworthy? for you; for the market for you- something worth posting on the "news" page of your web site for the market- something that other people could find useful

-          What are the elements of a news release for both platforms (internal and external use)

-          Now that you have a release, who do you send it to?

-          Is it worthwhile trying to "get to know' an editor or reporter?

-          How do you determine which publications are germane?

-          How do you know when you are ready for outside PR help?

-          How do you determine which PR firm to use?

 

From the ground up, you will learn how to get on the radar of key media outlets, how to approach reporters and editors and more from industry PR veteran Bill Holleran, with guest speakers Nick Wakeman (editor, Washington Technology), Mark Amtower and Joyce Bosc (Boscobel). Investment: $495 (use code GMM when registering for a 20% discount). You must be registered to attend. Group rates available.

 

Wed, Dec 12 1pm-5pm: The Competitive Advantage: Market Research for Small Contractors

There are many sources for business intelligence in the government market and many of those are free. Those with the best information are in better positions to win business.

 What you will learn:

 

–        What’s Out There?

–        Overview of Federal market databases: paid and free

–        Key Terms – You need to know and understand

–        Government sources: SAM, FBO, FPDS, Defense-Link and more

–        Commercial sources: GovWin, Deltek (FIS/Input), Bgov, Fedmine and others

–        What creates an “opportunity”?

–        Agency web sites

–        Understanding and using the data

 

Industry veteran Anton (Toby) Reut will show you how to find the information you need to develop a competitive advantage. Investment: $495 (use code GMM when registering for a 20% discount). You must be registered to attend. Group rates available.

 

Call Mark Amtower or email at 301 924 0058 mark@federaldirect.net for registration information.

 

 Coming in January 2013

 

(GMM 201) B2G “Go-to-Market” Strategy, Planning and Execution

 

(GMM 215) Business Development: Strategy, Planning and Execution  

 

(GMM 230) Simplified Acquisitions

 

(GMM 100) Government Marketing Best Practices

 

(GMM 208): LinkedIn for Government Contractors  

 

 

More GMM 2013 sessions tba

 

 

                                

Marketing observations

I exhibited at the Baltimore Washington Chamber of Commerce (BWCC) Annual Procurement Fair today (11/28/12) and I have a few observations from my travels to the event, and while I was there.

First observation: On the way to the event, I was driving down RT 32 in Maryland approaching Fort Meade. Just before turning onto the BW Parkway, I see a sign on the side of the road, one of those signs that tells you which company picks up the trash along the road.  While looking at the sign, Fort Meade and NSA are clearly in the background, and Praxis, an engineering firm with contracts at the Fort, has its name nicely placed on that sign.  A little road pickup and an absolutely great placement for your company name. Anyone approaching Fort Meade/NSA from the West sees your name every day. I need to approach from the East and see if they do it there, too. Very effective and huge on the reinforcing name recognition scale.

Second observation: At the event, most of the exhibitors were small business specialists from state and federal agencies. I was one of the few exhibitors that was not a government agency. A few people stopped by and asked if I could put them on a "bidders list". I explained that the Government Market Master (GMM) program was not a government agency, that we offered continuing professional education for professionals selling to the government. Their response: "We just need bidders lists" and they quickly moved on. Reminds me of Sisyphus, the king of Ephyra punished by being compelled to roll an immense boulder up a hill, only to watch it roll back down, and to repeat this action every day.  Too many people like this attending procurement events and thinking "all I gotta do is get on the right list..."  This is a myopic approach and it will not work.

Third observation: Exhibiting at targeted events still works. Several people stopped by to ask pertinent, intelligent questions about the GMM program, and some of these people will be attending seminars in December. Some people stopped by to say they had read Selling to the Government, or to say they like my posts on LinkedIn. I am certain more people know me from LinkedIn than from my books, radio show, articles or speaking engagements. It is a great tool if you use it properly.

Final observation: I spoke at the pre-Fair event a few weeks back. I teach people what to do before, during and after their first OSDBU/small business office visit. I have been doing this for BWCC for three years. This year one of the attendees was from Red Roof Inn. During the Q&A, they asked what they could do to raise the awareness of Red Roof for government and government contractors. I suggested putting the Inn locations on a map and listing all of the government facilities (federal, state and local) near each Inn. They exhibited at the Procurement Fair, AND they had a map with the government facilities listed under each of the three central Maryland Red Roof Inns - nearly 60 government offices and installations in all. Very cool, and a great "leave behind" fr all procurement offices, as they will be asked about local hotels.

btw, Red Roof is in the process of upgrading Red Roof Inns around the country and they are looking very good while maintaining a modest price.

Kudos to Praxis and Red Roof - and to Walt and all the folks at BWCC!


And fyi, GMM classes for December...

Tues, Dec 11, 8AM-noon:  (GMM 208): LinkedIn for Government Contractors  

Wed, Dec 12: 8am-noon: PR for Small Government Contractors

Wed, Dec 12 1pm-5pm: The Competitive Advantage: Market Research for Small Contractors

Call me for details - 301 924 0058, or send me an email:   mark@federaldirect.net