frolic in the snow with those in the know: 10 essential posts from linkedin marketing influencers

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Page 1: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers
Page 2: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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Jason Miller

Senior Content Marketing Manager,

Marketing Solutions

Happy Holidays from LinkedIn Marketing Solutions!

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is the holiday season in Marketing Land, where

snow-covered content is crafted and planned.

As marketers bundle and prepare for next year,

thought leaders share their wisdom and cheer.

So gather ye round for a story (or ten) and enjoy these

glad tidings from your friends at LinkedIn.

Page 3: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

���(VVHQWLDO�3RVWV�IURP�/LQNHG,Q�0DUNHWLQJ�,QÀXHQFHUV 2

The Biggest Marketing Lesson from Chipotle’s ‘Scarecrow’

Video (and It’s Not to ‘Start with a Billion Dollars’)

by Ann Handley

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Page 4: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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“ But what the heck can my [usually smaller and less well-endowed business

possibly learn from such sophisticated programs? Plenty, actually.”

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Tell your bigger story.

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The Biggest Marketing Lesson from Chipotle’s ‘Scarecrow’ Video (and It’s Not to ‘Start with a Billion Dollars’)

Page 5: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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The Biggest Marketing Lesson from Chipotle’s ‘Scarecrow’ Video (and It’s Not to ‘Start with a Billion Dollars’)

Page 6: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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1 and a half:

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The Biggest Marketing Lesson from Chipotle’s ‘Scarecrow’ Video (and It’s Not to ‘Start with a Billion Dollars’)

Page 7: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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+ Follow Ann Handley View Original Post

The Biggest Marketing Lesson from Chipotle’s ‘Scarecrow’ Video (and It’s Not to ‘Start with a Billion Dollars’)

Page 8: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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:K\�0RVW�%UDQGHG�&RQWHQW�,V�-XVW�$ZIXO

by Joe Pulizzi

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“ So you’d think that a 100-year-old industry would be mature, but that is

far from the truth.”

Page 9: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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Why is branded content so bad?

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“ Just one in three believe that the content they develop is effective.”

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There Is No Strategy

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Page 10: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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“ I can tell you that the vast majority of brands do not have a documented

content strategy.”

<HV��\RX�KHDUG�WKDW�FRUUHFWO\��:KLOH�DOPRVW�DOO�EUDQGV�DUH�GRLQJ�FRQWHQW�PDUNHWLQJ��YHU\�IHZ�KDYH�DQ�DFWXDO�VWUDWHJ\��+RZ�FDQ�EUDQGV�GHYHORS�YDOXDEOH��FRPSHOOLQJ�DQG�FRQVLVWHQW�FRQWHQW�IRU�WKHLU�FXVWRPHUV�DQG�SURVSHFWV�ZLWKRXW�NQRZLQJ�ZKHUH�WKH�ERDW�LV�KHDGLQJ"�,W¶V�LPSRVVLEOH�

&KDOOHQJHV�VXFK�DV�ODFN�RI�FRQWHQW��ODFN�RI�UHVRXUFHV�DQG�ODFN�RI�EXGJHW�ZLOO�QHYHU�EH�VROYHG�XQOHVV�\RX�KDYH�VRPH�NLQG�RI�D�IRUPDOL]HG�VWUDWHJ\�EDVHG�RQ�PDUNHWLQJ�REMHFWLYHV��DQ�DZDUHQHVV�RI�WKH�LQIRUPDWLRQDO�QHHGV�RI�WKH�DXGLHQFH��DQG�DW�OHDVW�D�K\SRWKHVLV�RI�KRZ�\RX�DUH�JRLQJ�WR�PHDVXUH�WKH�FRQWHQW�PDUNHWLQJ�SURJUDP�

There Is No Focus

0RVW�EUDQG�PDUNHWHUV�EHOLHYH�WKDW�JRLQJ�ZLGH�ZLWK�FRQWHQW�LV�WKH�DQVZHU��%UDQGV�ZDQW�WR�FUHDWH�DQG�GLVWULEXWH�FRQWHQW�LQ�DQG�DURXQG�DOO�WKH�W\SHV�RI�SURGXFWV�DQG�VHUYLFHV�WKH\�RIIHU��7KLV�VWUDWHJ\�FRXOG�QRW�EH�PRUH�ZURQJ��

“Don’t try to “boil the ocean” with your content.”

7R�JR�ELJ�ZLWK�FRQWHQW�PDUNHWLQJ��\RX�KDYH�WR�JR�VPDOO��'RQ¶W�WU\�WR�³ERLO�WKH�RFHDQ´�ZLWK�\RXU�FRQWHQW��,QVWHDG�RI�RQH�DOO�HQFRPSDVVLQJ�FRQWHQW�VWUDWHJ\��D�PRUH�OLNHO\�VFHQDULR�LV�FUHDWLQJ�PDQ\�VPDOO��WDUJHWHG�FRQWHQW�VWUDWHJLHV�WKDW�IRFXV�VSHFL¿FDOO\�RQ�WKH�SDLQ�SRLQWV�DQG�LQIRUPDWLRQDO�QHHGV�RI�FXVWRPHUV�DQG�SURVSHFWV��*HW�ODVHU�IRFXVHG�DQG�ZRUN�WR�EHFRPH�WKH�JR�WR�UHVRXUFH�LQ�RQH�RU�D�QXPEHU�RI�VPDOOHU�FRQWHQW�QLFKHV�

So start small to go big with content marketing.

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Page 11: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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There Is No Accountability

(YHQ�WKRXJK�,¶G�ORYH�WR�VHH�HYHU\�FRPSDQ\�KLUH�D�&KLHI�&RQWHQW�2I¿FHU�LQ�WKH�organization, let’s be realistic. All you QHHG�DW�WKLV�SRLQW�LV�VRPHRQH�DFFRXQWDEOH�IRU�WKH�FRPSDQ\¶V�EUDQG�VWRU\��$V�.DWK\�%XWWRQ�%HOO��&02�RI�(PHUVRQ�� VR�HORTXHQWO\�VWDWHV��³,I�WKHUH�LV�QR�DFFRXQWDELOLW\�RYHU�VRPHWKLQJ�LQ�WKH�RUJDQL]DWLRQ��LW¶V�QRW�LPSRUWDQW�DQG�GRHVQ¶W�JHW�PHDVXUHG�́

:KHWKHU�LW¶V�WKH�GLUHFWRU�RI�PDUNHWLQJ��93�RI�SXEOLF�UHODWLRQV�RU�WKH�VRFLDO�PHGLD�PDQDJHU��VRPHRQH�QHHGV�WR�EH�DFFRXQWDEOH��6R�QR�PDWWHU�ZKHUH�\RXU�FRPSDQ\�LV�LQ�WKH�OLIH�F\FOH�RI�FRQWHQW�PDUNHWLQJ�PDWXULW\��PDNH�VXUH�VRPHRQH�LQ�\RXU�RUJDQL]DWLRQ�KDV�XOWLPDWH�UHVSRQVLELOLW\�

-RH�3XOL]]L�LV�IRXQGHU�RI�WKH�&RQWHQW�0DUNHWLQJ�,QVWLWXWH��ZKLFK�UXQV�WKH�LQGXVWU\¶V�largest content marketing

HYHQW��&RQWHQW�0DUNHWLQJ�:RUOG��+H�LV�DOVR�RYHUO\�SDVVLRQDWH�DERXW�WKH�FRORU�RUDQJH��+LV�WKLUG�ERRN��³(SLF�&RQWHQW�Marketing,” is now available for pre-order.

+ Follow Joe Pulizzi View Original Post

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���(VVHQWLDO�3RVWV�IURP�/LQNHG,Q�0DUNHWLQJ�,QÀXHQFHUV 11

The 7 Success Factors of Social Business Strategy

by Brian Solis

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7KH�WUXWK�LV�WKDW�D�PDMRULW\�RI�VRFLDO�PHGLD�VWUDWHJLHV�HPSOR\HG�E\�VRPH�RI�WKH�EHVW�EUDQGV�RXW�WKHUH�DUHQ¶W�OLQNLQJ�DFWLYLW\�WR�EXVLQHVV�JRDOV�DQG�UHVXOWV��7KLV�SUDFWLFH�LV�FUHDWLQJ�D�GLYLGH�ZLWKLQ�FRPSDQLHV�ZKHUH�VRFLDO�PHGLD�LV�XQGHUYDOXHG�DQG�ODUJHO\�PLVXQGHUVWRRG�DV�D�YLDEOH�DQG�IRUPLGDEOH�EXVLQHVV�WRRO�RU�VROXWLRQ�

$V�D�UHVXOW��UHVRXUFHV��EXGJHWV��DQG�WKH�DELOLW\�WR�VFDOH�VRFLDO�PHGLD�DFURVV�WKH�RUJDQL]DWLRQ�LV�LQFUHGLEO\�KLQGHUHG��0RUH�LPSRUWDQWO\��ZLWKRXW�FRQVLGHULQJ�EXVLQHVV�JRDOV�DQG�SULRULWLHV��VWUDWHJLVWV�ZLWK�WKH�EHVW�LQWHQWLRQV�DURXQG�VRFLDO�PHGLD�PD\�ZLQG�XS�FUHDWLQJ�GLVVRQDQFH�DPRQJ�GHFLVLRQ�PDNHUV��PDNLQJ�LW�PRUH�GLI¿FXOW�WR�PDNH�WKH�FDVH�IRU�social in the long term.

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Page 13: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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The 7 Success Factors of Social Business Strategy

����-XVW�����RI�FRPSDQLHV�ZH�VWXGLHG�IHHO�WKDW�WKH\�KDYH�D�KROLVWLF�DSSURDFK�WR�VRFLDO�PHGLD��ZKHUH�OLQHV�RI�EXVLQHVV�DQG�EXVLQHVV�IXQFWLRQV�ZRUN�WRJHWKHU�XQGHU�D�FRPPRQ�YLVLRQ�

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:KLOH�RXU�UHVHDUFK�UHVXOWV�ZHUH�LQLWLDOO\�GLVWUHVVLQJ��ZH�DLPHG�WR�RXWOLQH�D�SDWK�WR�KHOS�VWUDWHJLVWV�EHWWHU�XQGHUVWDQG�KRZ�WR�QRW�RQO\�DOLJQ�VRFLDO�VWUDWHJ\�ZLWK�EXVLQHVV�REMHFWLYHV�EXW�DOVR�KRZ�WR�WUDQVIRUP�VRFLDO�PHGLD�LQWR�D�IXOO�VFDOH�VRFLDO�EXVLQHVV�LQLWLDWLYH�WKDW�HYROYHG�DORQJ�6L[�6WDJHV�RI�7UDQVIRUPDWLRQ��&KDUOHQH�DQG�,�FRQFHQWUDWHG�RXU�UHVHDUFK�RQ�WKH�FRPPRQ�WUDLWV�RI�%�%�DQG�%�&�FRPSDQLHV�WKDW�VXFFHVVIXOO\�RYHUFDPH�FRPPRQ�WULDOV�DQG�WULEXODWLRQV�WR�HIIHFWLYHO\�EHFRPH�IXOO\�³FRQYHUJHG´�VRFLDO�EXVLQHVVHV�ZKHUH�VRFLDO�ZDV�QRZ�D�ZD\�RI�EXVLQHVV�

&KDUOHQH�DQG�,�SURXGO\�DQQRXQFH�WKDW�RXU�¿QGLQJV�DUH�QRZ�DYDLODEOH�LQ�WKH�QHZO\�UHOHDVHG�HERRN�7 Success Factors

of Social Business Strategy��,Q�����SDJHV��ZH�KHOS�\RX�OHDUQ�KRZ�WR�DOLJQ�VRFLDO�PHGLD�VWUDWHJLHV�ZLWK�EXVLQHVV�REMHFWLYHV�WR�GHOLYHU�UHDO�UHVXOWV�DQG�52,��$GGLWLRQDOO\��\RX¶OO�OHDUQ�WKURXJK�EHVW�SUDFWLFHV�DQG�D�GHWDLOHG�FKHFNOLVW�KRZ�WR�GH¿QH�DQ�HIIHFWLYH�VRFLDO�VWUDWHJ\��FUHDWH�DOLJQPHQW�DFURVV�WKH�RUJDQL]DWLRQ��DQG�XVH�WKDW�VWUDWHJ\�WR�VXSSRUW�DQG�PHDVXUH�RYHUDOO�EXVLQHVV�VXFFHVV�

What are the 7 Success Factors?

7KHUH¶V�D�GLIIHUHQFH�EHWZHHQ�D�VRFLDO�PHGLD�DQG�VRFLDO�EXVLQHVV�VWUDWHJ\��6RFLDO�PHGLD�are the channels where LQIRUPDWLRQ�DQG�SHRSOH�DUH�FRQQHFWHG�YLD�WZR�ZD\�SODWIRUPV��6RFLDO�PHGLD�VWUDWHJ\�GH¿QHV�SURJUDPV�VSHFL¿F�WR�QHWZRUNV�DQG�WKH�FRUUHVSRQGLQJ�DFWLYLW\�ZLWKLQ�DQG�DURXQG�HDFK��$OWLPHWHU¶V�GH¿QLWLRQ�RI�D�VXFFHVVIXO�6RFLDO�%XVLQHVV�6WUDWHJ\��6%6��LV�RQH�WKDW�DOLJQV�ZLWK�WKH�VWUDWHJLF�EXVLQHVV�JRDOV�DQG�KDV�DOLJQPHQW�DQG�VXSSRUW�throughout the organization.

Page 14: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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<RX�GRQ¶W�QHHG�WR�JHW�WKH�ERRN�WR�OHDUQ�ZKDW�WKH�PRVW�DGYDQFHG�FRPSDQLHV�OHDUQHG�WR�SULRULWL]H��)ROORZLQJ�DUH�WKH���DVSHFWV�HDFK�VKDUHG�WR�VXFFHVVIXOO\�FKDPSLRQ�DQG�VFDOH�VRFLDO�PHGLD�WKURXJK�WKH�RUJDQL]DWLRQ�DQG�HDUQ�H[HFXWLYH�VXSSRUW�DORQJ�WKH�ZD\���

2QH��'H¿QH�WKH�RYHUDOO�EXVLQHVV�JRDOV�([SORUH�KRZ�VRFLDO�PHGLD�VWUDWHJLHV�FUHDWH�GLUHFW�RU�DQFLOODU\�LPSDFW�RQ�EXVLQHVV�objectives. What are you trying to DFFRPSOLVK�DQG�KRZ�GRHV�LW�FRPPXQLFDWH�YDOXH�WR�WKRVH�ZKR�GRQ¶W�XQGHUVWDQG�VRFLDO�PHGLD�

7ZR��(VWDEOLVK�WKH�ORQJ�WHUP�YLVLRQ�$UWLFXODWH�D�YLVLRQ�IRU�EHFRPLQJ�D�VRFLDO�EXVLQHVV�DQG�WKH�YDOXH�WKDW�ZLOO�EH�UHDOL]HG�LQWHUQDOO\�DPRQJ�VWDNHKROGHUV�DQG�H[WHUQDOO\�WR�FXVWRPHUV��DQG�VKDUHKROGHUV��

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)RXU��'H¿QH�WKH�VWUDWHJ\�URDGPDS�DQG�LGHQWLI\�LQLWLDWLYHV�2QFH�\RX�KDYH�\RXU�YLVLRQ�DQG�\RX¶UH�LQ�DOLJQPHQW�RQ�EXVLQHVV�JRDOV��\RX�QHHG�D�SODQ�WKDW�KHOSV�\RX�EULQJ�HYHU\WKLQJ�WR�OLIH��$�VWUDWHJLF�VRFLDO�EXVLQHVV�URDGPDS�ORRNV�RXW�WKUHH�\HDUV�DQG�DOLJQV�EXVLQHVV�JRDOV�ZLWK�VRFLDO�PHGLD�LQLWLDWLYHV�DFURVV�WKH�RUJDQL]DWLRQ�

The 7 Success Factors of Social Business Strategy

Page 15: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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)LYH��(VWDEOLVK�JRYHUQDQFH�DQG�JXLGHOLQHV�:KR�ZLOO�WDNH�UHVSRQVLELOLW\�IRU�VRFLDO�VWUDWHJ\�DQG�OHDG�WKH�GHYHORSPHQW�RI�DQ�LQIUDVWUXFWXUH�WR�VXSSRUW�LW"� <RX¶OO�QHHG�KHOS��)RUP�D�µKXE´�RU�&R(�WR�SULRULWL]H�LQLWLDWLYHV��WDFNOH�JXLGHOLQHV�DQG�SURFHVVHV��DQG�DVVLJQ�UROHV� DQG�UHVSRQVLELOLWLHV�

Six: Secure staff, resources, and funding.

'HWHUPLQH�ZKHUH�UHVRXUFHV�DUH�EHVW�DSSOLHG�QRZ�DQG�RYHU�WKH�QH[W�WKUHH�\HDUV��Think scale among agencies but also LQWHUQDOO\�WR�FRQWLQXDOO\�WDNH�\RXU�VWUDWHJ\�DQG�FRPSDQ\�WR�WKH�QH[W�OHYHO��7UDLQ�VWDII�RQ�YLVLRQ��SXUSRVH��EXVLQHVV�YDOXH�FUHDWLRQ��DQG�PHWULFV�UHSRUWLQJ�WR�HQVXUH�D�XQLIRUP�DSSURDFK�DV�\RX�JURZ�

6HYHQ��,QYHVW�LQ�WHFKQRORJ\�SODWIRUPV�WKDW�VXSSRUW�WKH�JUHDWHU�YLVLRQ�DQG�REMHFWLYHV�IJQRUH�VKLQ\�REMHFW�V\QGURPH��5HVLVW�VLJQL¿FDQW�LQYHVWPHQWV�XQWLO�\RX�EHWWHU�XQGHUVWDQG�KRZ�VRFLDO�WHFKQRORJ\�HQDEOHV�RU�RSWLPL]HV�\RXU�VWUDWHJLF�URDGPDS�

,W¶V�WLPH�IRU�EXVLQHVVHV�WR�JHW�VHULRXV�DERXW�VRFLDO�DQG�WKDW�VWDUWV�E\�WDNLQJ�VRFLDO��LWV�SURPLVH�DQG�LWV�DELOLW\�WR�LPSDFW�EXVLQHVV�RXWFRPHV�DQG�FXVWRPHU�H[SHULHQFHV��VHULRXVO\�

Brian Solis is a Principal Analyst at Altimeter Group. He is an award-winning author, prominent blogger, and

keynote speaker. His book credits include: >:KDW¶V�WKH�)XWXUH@�RI�%XVLQHVV"��:7)���7KH�(QG�RI�%XVLQHVV�DV�8VXDO�DQG�(QJDJH��

+ Follow Brian Solis View Original Post

The 7 Success Factors of Social Business Strategy

Page 16: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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��6LPSOH�5XOHV�IRU�$PD]LQJ�&RQWHQW�0DUNHWLQJE\�'DYH�.HUSHQ

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One: Be consistent.

:KHQ�ZH�ODXQFKHG�RXU�¿UVW�EORJ��%X]]�0DUNHWLQJ�'DLO\��VL[�\HDUV�DJR��HDUO\�HPSOR\HHV�FRPSODLQHG��³%XW�'DYH��WKLV�PHDQV�ZH¶OO�KDYH�WR�SRVW�GDLO\�́

³([DFWO\�´�,�UHSOLHG��:H�GLG�SRVW�GDLO\�WR�RXU�EORJ��DQG�ZLWKLQ�D�\HDU�ZH�KDG�EHFRPH�RQH�RI�WKH�PRVW�UHDG�EORJV�LQ�PDUNHWLQJ�DQG�DGYHUWLVLQJ�LQ�WKH�ZRUOG��7KH�GD\V�RI�VWDWLF�ZHEVLWHV�DUH�ORQJ�JRQH��(YHQ�LI�\RX�KDYH�JRRG�FRQWHQW�WRGD\��\RX¶YH�JRW�WR�FRQVLVWHQWO\�³IHHG�WKH�EHDVW�́ �DGGLQJ�DQG�GLVWULEXWLQJ�QHZ�FRQWHQW�RQ�D�PRQWKO\��ZHHNO\�RU�HYHQ�GDLO\�EDVLV��(YHU\�EUDQG�LV�D�SXEOLVKHU�WRGD\�

Two: Be useful.

<RX�FDQ�EH�FRQVLVWHQW�EXW�LI�\RXU�FRQWHQW�LVQ¶W�XVHIXO�RU�YDOXDEOH��WKHQ�LW¶V�D�ZDVWH��+RZ�FDQ�\RX�KHOS�\RXU�FXVWRPHUV"�

Page 17: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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$UH�\RX�WKHUH�WR�HGXFDWH�WKHP�RU�WR�HQWHUWDLQ�WKHP��RU�ERWK"

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+XK"�1RW�RQO\�DUH�ZH�KHOSLQJ�FRPSHWLWRUV��EXW�ZH¶UH�DFWXDOO\�LQVSLULQJ�QHZ�RQHV"�%XW�WKH�UHDOLW\�LV��HYHQ�IRU�WKH�FRPSHWLWRUV�ZH¶YH�KHOSHG�ZLWK�RXU�XVHIXO�FRQWHQW��ZH¶YH�JRWWHQ�WKRXVDQGV�RI�LQERXQG�OHDGV�IURP�FRPSDQLHV�ZKR�NQRZ��OLNH�DQG�WUXVW�XV�EHFDXVH�RI�WKDW�FRQWHQW��,�RQFH�HYHQ�JRW�D�SKRQH�FDOO�IURP�D�&02�RI�D�ODUJH�FRPSDQ\�LQ�WKH�86�ZKR�VDLG��³:H�KDYH�WR�GR�D�5)3��EXW�,¶YH�EHHQ�UHDGLQJ�\RXU�EORJ�IRU�D�\HDU�QRZ��DQG�,�NQRZ�ZH¶UH�JRLQJ�WR�KLUH�\RX��,�KDYH����������IRU�RXU�¿UVW�SURMHFW�́

Three: Be authentic.

$XWKHQWLFLW\�EUHHGV�WUXVW��DQG�WUXVW�EUHHGV�EXVLQHVV��,I�\RX�FDQ�VKDUH�DXWKHQWLF��HYHQ�vulnerable content, it will UHVRQDWH�ZLWK�SHRSOH��<RXU�&(2�VKRXOG�OHDG�WKH�ZD\�ZKHQ�LW�FRPHV�WR�FRQWHQW�PDUNHWLQJ�DQG�VRFLDO�PHGLD��DQG�WKH�PRUH�HPSOR\HHV�\RX�KDYH�VKDULQJ�WKHLU�DXWKHQWLF�VWRULHV�RQ�EHKDOI�RI�\RXU�RUJDQL]DWLRQ��WKH�EHWWHU�

Here is an article I wrote�ZKLFK�LQFOXGHV�VRPH�YHU\�DXWKHQWLF��YXOQHUDEOH�VWDWHPHQWV��7KLV�FRXOG�KDYH�EHHQ�ULVN\��EXW�LW�HQGHG�XS�UHVRQDWLQJ�ZLWK�SHRSOH�DQG�GLGQ¶W�UHVXOW�LQ�DQ\�ORVW�FOLHQWV�

Four: Tie into your customer’s emotions.

,W¶V�DOZD\V�EHHQ�D�FRUH�FRQFHSW�RI�PDUNHWLQJ�DQG�DGYHUWLVLQJ�WR�WDS�LQWR�ZKDW�resonates emotionally with your DXGLHQFH��EXW�QRZ��PRUH�WKDQ�HYHU��ZLWK�VR�PXFK�RQOLQH�FRQWHQW�FRPSHWLWLRQ��LI�\RX�FDQ�FUHDWH�DQ�HPRWLRQDO�FRQQHFWLRQ�ZLWK�\RXU�FXVWRPHUV��\RX¶OO�EH�RQH�VWHS�DKHDG�RI�\RXU�FRPSHWLWRUV�

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Page 18: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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Take a look at this RQOLQH�YLGHR�IURP�0DOD\VLDQ�ULFH�FRPSDQ\�%(51$6�WKDW�GRHV�DQ�DPD]LQJ�MRE�FRQQHFWLQJ�HPRWLRQDOO\���<RX�PD\�QHHG�WR�JUDE�\RXU�WLVVXHV��

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$QG�LI�\RX¶UH�QRW�VXUH��MXVW�DVN�\RXU�FXVWRPHUV�

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Page 19: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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Ideas for “your story”?

����<RXU�KXPEOH�EHJLQQLQJV

����&XVWRPHUV�ZKR�KDYH�RYHUFRPH�REVWDFOHV

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Check out our /LNHDEOH�6WRU\ if you haven’t seen it yet.

7KHVH�VHYHQ�VLPSOH�UXOHV�ZLOO�KHOS�\RX�FUHDWH�DQG�GLVWULEXWH�DPD]LQJ�FRQWHQW�PDUNHWLQJ�DFURVV�VRFLDO�PHGLD��WR�EXLOG�EHWWHU�UHODWLRQVKLSV�ZLWK�\RXU�FXVWRPHUV��SURVSHFWV�DQG�HPSOR\HHV��DQG�WR�JURZ�\RXU�EXVLQHVV���WKH�ULJKW�ZD\�

Dave Kerpen is a Lady Gaga fan and the founder and CEO of Likeable Local, the cofounder and Chairman of

Likeable Media, and the New York Times bestselling author of “/LNHDEOH�6RFLDO�0HGLD �́�³/LNHDEOH�%XVLQHVV” and

³/LNHDEOH�/HDGHUVKLS�́

+ Follow Dave Kerpen View Original Post

��6LPSOH�5XOHV�IRU�$PD]LQJ�&RQWHQW�0DUNHWLQJ

Page 20: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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Viral’s Secret Formula

by Jonah Berger

9LUDO�KDV�EHFRPH�PDUNHWLQJ¶V�+RO\�*UDLO��)URP�WKH�+DUOHP�6KDNH�WR�WKH�5XWJHUV�EDVNHWEDOO�FRDFK�DEXVLQJ�KLV�SOD\HUV��KDUGO\�D�ZHHN�JRHV�E\�ZLWKRXW�VRPH�YLGHR�RU�QHZV�VWRU\�JRLQJ�YLUDO��$QG�ZRUG�RI�PRXWK�DQG�YLUDOLW\�KDYH�D�KXJH�LPSDFW�RQ�EXVLQHVVHV��ODUJH�DQG�VPDOO��%OHQGHU�FRPSDQ\�%OHQGWHF¶V�VDOHV�VKRW�XS�PRUH�WKDQ������D�IHZ�\HDUV�DJR�DIWHU�YLGHRV�RI�WKH�&(2�EOHQGLQJ�WKLQJV�OLNH�L3KRQHV�VSUHDG�OLNH�ZLOG¿UH��%XW�ZKDW�PDNHV�VRPHWKLQJ�JR�YLUDO"

³�:DQW�WR�NQRZ�ZK\�WKLQJV�JR�YLUDO"�:K\�VRPH�SURGXFWV�JHW�PRUH�ZRUG�RI�mouth? Let me tell you a secret. It’s not luck.”

,I�\RX�DVN�PRVW�VRFLDO�PHGLD�³JXUXV�́ �WKH\¶OO�WHOO�\RX�LW¶V�DOO�DERXW�JHWWLQJ�OXFN\��9LUDO�LVQ¶W�D�VWUDWHJ\��LW¶V�OLNH�EX\LQJ�D�ORWWHU\�WLFNHW��2U�WKH\¶OO�WDON�DERXW�FDWV��/RWV�RI�SHRSOH�VKDUH�YLGHRV�RI�IXQQ\�NLWWLHV��VR�FDWV�PXVW�EH�WKH�UHDVRQ�WKLQJV�go viral.

Page 21: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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Viral’s Secret Formula

$OO�WKHVH�WKHRULHV�DUH�JUHDW��H[FHSW��ZHOO��WKH\¶UH�QRW�UHDOO\�EDFNHG�XS�E\�DQ\WKLQJ��1R�GDWD��1R�DQDO\WLFV��-XVW�ROG�IDVKLRQHG�JXHVVHV�EDVHG�RQ�ORRNLQJ�DW�D�FRXSOH�SDUWLFXODUO\�QRWHZRUWK\�VXFFHVVHV��,W¶V�OLNH�WKH�LGHD�WKDW�WKH�(DUWK�ZDV�ÀDW��,W�VHHPHG�ULJKW�XQWLO�VRPHRQH�DFWXDOO\�ORRNHG�GHHSHU�DQG�VKRZHG��ZHOO«LW�ZDVQ¶W�

9LUDOLW\�LVQ¶W�OXFN��,W¶V�QRW�PDJLF��$QG�LW¶V�QRW�UDQGRP��7KHUH¶V�D�VFLHQFH�EHKLQG�ZK\�SHRSOH�WDON�DQG�VKDUH��$�UHFLSH�� A formula, even.

0\�FROOHDJXHV�DQG�,�KDYH�DQDO\]HG�WKRXVDQGV�RI�QHZV�DUWLFOHV�DQG�KXQGUHGV�RI�EUDQGV��DOO�WR�XQGHUVWDQG�ZK\�VRPH�PDNH�WKH�PRVW�HPDLOHG�OLVW�RU�JHW�PRUH�ZRUG�RI�PRXWK��$JDLQ�DQG�DJDLQ�ZH�IRXQG�WKH�VDPH�SULQFLSOHV�DW�ZRUN��6L[�NH\�GULYHUV�WKDW�VKDSH�ZKDW�SHRSOH�WDON�DERXW�DQG�VKDUH��7KRVH�VL[�SULQFLSOHV�DUH�WKH�EDVLV�RI�P\�QHZ�ERRN��&RQWDJLRXV��:K\�7KLQJV�&DWFK�2Q��DQG�WKH�¿UVW�SULQFLSOH�LV�6RFLDO�&XUUHQF\��1HZ�<RUN�&LW\�LV�D�WRXJK�SODFH�WR�RSHQ�D�EDU��&RPSHWLWLRQ�LV�¿HUFH�DQG�LW¶V�KDUG�WR�FXW�WKURXJK�WKH�FOXWWHU��7KHUH�DUH�GR]HQV�RI�RSWLRQV�DURXQG�HYHU\�FRUQHU�

%XW�D�IHZ�\HDUV�DJR�%ULDQ�6KHEDLUR�ODXQFKHG�D�SODFH�WKDW¶V�EHHQ�SDFNHG�VLQFH�WKH�GD\�LW�RSHQHG��,Q�IDFW��LW¶V�RQH�RI�WKH�PRVW�VRXJKW�DIWHU�GULQN�UHVHUYDWLRQV�LQ�WKH�FLW\��%RRNLQJV�DUH�RQO\�DYDLODEOH�GD\�RI�DQG�SHRSOH�IUDQWLFDOO\�KLW�UHGLDO�DJDLQ�DQG�DJDLQ�KRSLQJ�WR�VQDJ�D�VSRW��<HW�KH¶V�QHYHU�DGYHUWLVHG�WKH�EDU��1HYHU�VSHQW�D�GROODU�RQ�PDUNHWLQJ�

“ How did Shebairo do it? He hid his bar inside a hot dog restaurant.”

:DON�LQWR�&ULI�'RJV�LQ�WKH�(DVW�9LOODJH��DQG�\RX¶OO�¿QG�WKH�PRVW�DPD]LQJ�KRW�GRJ�PHQX�\RX¶YH�HYHU�VHHQ��$�7VXQDPL�GRJ�ZLWK�SLQHDSSOH�DQG�JUHHQ�RQLRQV��D�&KLKXDKXD�GRJ�ZLWK�DYRFDGR�DQG�VRXU�FUHDP��DQG�D�*RRG�0RUQLQJ�GRJ�ZUDSSHG�LQ�EDFRQ��VPRWKHUHG�ZLWK�FKHHVH��DQG�WRSSHG�ZLWK�D�IULHG�HJJ�

Page 22: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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,Q�RQH�FRUQHU��RII�WR�WKH�VLGH��LV�DQ�ROG�VFKRRO�SKRQH�ERRWK��2QH�RI�WKRVH�UHFWDQJXODU�QXPEHUV�WKDW�&ODUN�.HQW�XVHG�WR�PRUSK�LQWR�6XSHUPDQ��:DON�LQVLGH�DQG�\RX¶OO�VHH�D�URWDU\�GLDO�SKRQH�RQ�WKH�ZDOO��3LFN�XS�WKH�SKRQH��DQG�MXVW�IRU�IXQ��GLDO�WKH�QXPEHU����6RPHRQH�ZLOO�SLFN�XS�WKH�RWKHU�OLQH�DQG�DVN�\RX�LI�\RX�KDYH�D�UHVHUYDWLRQ�� $QG�LI�\RX�GR��WKH�EDFN�RI�WKH�SKRQH�ERRWK�ZLOO�RSHQ�DQG�\RX¶OO�EH�OHW�LQWR�D�VHFUHW�EDU�FDOOHG��RI�DOO�WKLQJV�� 3OHDVH�'RQ¶W�7HOO�

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<RX�SUREDEO\�WROG�VRPHRQH�HOVH�$QG�WKH�UHDVRQ�LV�VRPHWKLQJ�FDOOHG�6RFLDO�&XUUHQF\��3HRSOH�WDON�DERXW�WKLQJV�WKDW�PDNH�WKHP�ORRN�JRRG��6KDUS�DQG�LQ�WKH�NQRZ��6PDUW�DQG�IXQQ\�UDWKHU�WKDQ�EHKLQG�WKH�WLPHV��,I�SHRSOH�JR�WR�D�SODFH�OLNH�3OHDVH�'RQ¶W�7HOO��RU�HYHQ�LI�they just hear about it, they tell others because it gives them status.

6RFLDO�&XUUHQF\�LVQ¶W�MXVW�DERXW�KLGGHQ�EDUV��,W¶V�ZK\�SHRSOH�EUDJ�DERXW�WKHLU�WKRXVDQGV�RI�7ZLWWHU�IROORZHUV�RU�WKHLU�NLGV¶�6$7�VFRUHV��:K\�JROIHUV�ERDVW�DERXW�WKHLU�KDQGLFDSV�DQG�IUHTXHQW�ÀLHUV�WHOO�RWKHUV�ZKHQ�WKH\�JHW�XSJUDGHG��0F'RQDOG¶V�XVHG�VRFLDO�FXUUHQF\�WR�KHOS�WKH�0F5LE�VDQGZLFK�WDNH�RII�DQG�5XH�/D�/D�XVHG�LW�WR�WXUQ�D�VWUXJJOLQJ�ZHEVLWH�LQWR�D�����0�EXVLQHVV�

:DQW�WR�JHQHUDWH�ZRUG�RI�PRXWK"�*HW�SHRSOH�WDONLQJ�DERXW�\RX"�2QH�ZD\�LV�WR�JLYH�WKHP�D�ZD\�WR�ORRN�JRRG��0DNH�SHRSOH�IHHO�VSHFLDO��RU�OLNH�LQVLGHUV��DQG�WKH\¶OO�WHOO�RWKHUV²DQG�VSUHDG�ZRUG�RI�PRXWK�DERXW�\RX�DORQJ�WKH�ZD\�

Viral’s Secret Formula

Page 23: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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$ORQJ�ZLWK�¿YH�RWKHU�NH\�SULQFLSOHV��67(336��6RFLDO�&XUUHQF\��7ULJJHUV��(PRWLRQ��3XEOLF��3UDFWLFDO�9DOXH��DQG�6WRULHV���6RFLDO�&XUUHQF\�LV�D�VXUH�¿UH�ZD\�WR�JHQHUDWH�EX]]��:LOO�IROORZLQJ�WKHVH�VL[�SULQFLSOHV�JXDUDQWHH�WKDW����PLOOLRQ�SHRSOH�VSUHDG�\RXU�PHVVDJH"�1R��%XW�LW�ZLOO�LQFUHDVH�WKH�QXPEHU�RI�SHRSOH�ZKR�SDVV�LW�RQ��(QFRXUDJH�SHRSOH�WR�WHOO�WZR�IULHQGV�LQVWHDG�RI�MXVW�RQH��,W¶V�OLNH�D�EDWWLQJ�DYHUDJH�LQ�EDVHEDOO��1R�RQH�KLWV�D�KRPH�UXQ�HYHU\�WLPH��EXW�E\�XQGHUVWDQGLQJ�WKH�VFLHQFH�RI�KLWWLQJ�\RX�FDQ�ERRVW�\RXU�DYHUDJH�

“ The next time someone tells you that going viral is about luck, politely

WHOO�WKHP�WKDW�WKHUH�LV�D�EHWWHU�ZD\��6FLHQFH��:RUG�RI�PRXWK�LVQ¶W�UDQGRP�and it’s not magic. By understanding why people talk and share, we can

craft contagious content. And use it to get our own products and ideas

to catch on.”

-RQDK�%HUJHU�LV�DQ�$VVRFLDWH�3URIHVVRU�RI�0DUNHWLQJ�DW�WKH�:KDUWRQ�6FKRRO��:DQW�WR�OHDUQ�PRUH�DERXW�ZK\�WKLQJV�JR�YLUDO"�&KHFN�RXW�KLV�1HZ�<RUN�7LPHV�DQG�:DOO�6WUHHW�-RXUQDO�%HVWVHOOHU�³&RQWDJLRXV��:K\�7KLQJV�&DWFK�2Q�́

+ Follow Jonah Berger View Original Post

Viral’s Secret Formula

Page 24: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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:KDW�,QVSLUHV�0H��0DNLQJ�$Q�,PSDFW by Charlene Li

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)RU�H[DPSOH��¿YH�\HDUV�DIWHU�ZULWLQJ�Groundswell��SHRSOH�UHJXODUO\�DSSURDFK�PH�WR�VD\�WKDW�WKH�ERRN�KDG�D�KXJH�LPSDFW�RQ�WKHP��6RPH�ZHUH�LQVSLUHG�WR�PDNH�D�FKDQJH�LQ�WKHLU�FDUHHU�ZKLOH�RWKHUV�VKLIWHG�WKHLU�RUJDQL]DWLRQ¶V�VWUDWHJ\��%HLQJ�DEOH�WR�FRQQHFW�ZLWK�SHRSOH��HLWKHU�LQ�SHUVRQ�RU�MXVW�WKURXJK�FRPPHQWV�RU�#UHSOLHV�RQ�7ZLWWHU�LV�ZKDW�VXVWDLQV�DQG�LQVSLUHV�PH�

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Page 25: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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Page 26: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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Three: Become more mindful.

+DYLQJ�D�JUHDW�DXGDFLRXV�WRSLF��DQG�D�VHW�ZULWLQJ�WLPH�JHW�PH�DOPRVW�WR�WKH�WDEOH��%XW�,�IUHTXHQWO\�¿QG�P\VHOI�IDOOLQJ�LQWR�WKH�SURFUDVWLQDWLRQ�WUDS��DYRLGLQJ�DQG�SXWWLQJ�RII�WKLQJV�,�GRQ¶W�ZDQW�WR�GR�XQWLO�WKH�ODVW�SRVVLEOH�PRPHQW��7KH�RQH�WKLQJ�,¶YH�IRXQG�WR�EH�KHOSIXO�LQ�WKLV�DUHD�LV�WR�SUDFWLFH�PLQGIXOQHVV��7KLV�LV�OHVV�DERXW�PHGLWDWLRQ��DOWKRXJK�,�GR�¿QG�LW�KHOSIXO�RFFDVLRQDOO\��DQG�PRUH�DERXW�EHLQJ�DZDUH�DQG�SUHVHQW�HQRXJK�LQ�WKH�PRPHQW�WR�UHFRJQL]H�WKDW�,¶P�IDOOLQJ�LQWR�WKH�DYRLGDQFH�WUDS��,¶YH�KDG�WR�OHDUQ�WR�EH�PRUH�PLQGIXO�RI�P\�HPRWLRQV�DQG�EHKDYLRUV��DQG�WKHQ�WR�KDYH�WKH�GLVFLSOLQH�WR�IRFXV�RQ�P\�JRDO�DQG�PRWLYDWLRQ�RI�P\�ZULWLQJ�KDYLQJ�DQ�LPSDFW��7KH�ELJJHVW�VWHS�WR�EHFRPLQJ�PRUH�PLQGIXO�LV�EORFNLQJ�RXW�HYHU\�GD\�GLVWUDFWLRQV�ORQJ�HQRXJK�WR�¿QG�WKDW�RULJLQDO�NHUQHO�RI�LQVSLUDWLRQ��6RPH�SHRSOH�EHQH¿W�IURP�D�YLVXDO�UHPLQGHU����D�SLFWXUH�QH[W�WR�\RXU�FRPSXWHU�VFUHHQ�IRU�H[DPSOH��$W�WKH�VWDUW�RI�P\�ZULWLQJ�WLPH��,�VHW�D�VSHFLDO�ULQJ�WRQH�DQG�DODUP�RQ�P\�SKRQH�WR�UHPLQG�PH�WR�JHW�FHQWHUHG����DQG�,�WDNH�D�IHZ�PRPHQWV��D�IHZ�GHHS�EUHDWKV��WR�IRFXV�RQ�WKH�LPSDFW�P\�ZULWLQJ�ZLOO�KDYH�

Charlene Li is the Founder and Managing Partner of Altimeter Group, and the author of the New York Times Bestseller

³2SHQ�/HDGHUVKLS ,́ and the co-author of ³*URXQGVZHOO��:LQQLQJ�,Q�$�:RUOG�7UDQVIRUPHG�%\�6RFLDO�7HFKQRORJLHV�́

+ Follow Charlene Li View Original Post

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Page 27: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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Social Media Capital of the Universe? It Might Surprise You

by Ryan Holmes

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Page 28: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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Social Media Capital of the Universe? It Might Surprise You

Page 29: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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Social Media Capital of the Universe? It Might Surprise You

Page 30: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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+ Follow Ryan Holmes View Original Post

Social Media Capital of the Universe? It Might Surprise You

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Page 32: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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Page 33: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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2QH�GD\�ZH�ZHUH�ZLWK�D�FOLHQW�WHDP��D�VHQLRU�JURXS�RI�PDUNHWHUV��WR�¿JXUH�RXW�KRZ�PRELOH�FRXOG�FKDQJH�WKH�LQ�VWRUH�VKRSSLQJ�H[SHULHQFH��7KHVH�SHRSOH�ZHQW�RXW�RQWR�WKH�PDOO�ÀRRU�WR�VHH�ZKDW�SHRSOH�ZHUH�GRLQJ�DV�WKH\�VKRSSHG��7KHVH�H[HFXWLYHV�VDZ�KRZ�VRPH�RI�WKH�VKRSSHUV�ZHUH�WDNLQJ�SLFWXUHV�RI�REMHFWV�DQG�VKDULQJ�WKDW�SLFWXUH�ZLWK�RWKHUV�WR�VROLFLW�WKH�RSLQLRQV�RI�WKHLU�IULHQGV�DQG�IDPLO\��7KH�PDUNHWHUV�DOVR�VDZ�SHRSOH�ORRNLQJ�XS�SULFHV�DQG�ORRNLQJ�XS�PRUH�LQIRUPDWLRQ��$QG�WKHQ�WKH\�DOVR�ZHQW�LQWR�VRPH�RI�WKHVH�VWRUHV�WR�XQGHUVWDQG�WKH�FXVWRPHU�H[SHULHQFH��H�J��KRZ�JRRG�WKH�VLJQDJH�ZDV�DQG�WKH�H[SODQDWLRQ�RI�WKH�SURGXFWV�ZHUH��ZKHWKHU�WKH�SHRSOH�ZKR�ZHUH�ZRUNLQJ�LQ�WKH�VWRUH�NQHZ�HQRXJK�WR�EH�UHDOO\�KHOSIXO��ZKHUH�PRELOH�FRXOG�DFWXDOO\�KHOS��$�IHZ�WKHP�HYHQ�DVNHG�VRPH�RI�WKH�VKRSSHUV�TXHVWLRQV�DERXW�WKHLU�H[SHULHQFH�

7KLV�³HPSDWK\�RXWLQJ´�ZDV�LQFUHGLEO\�KHOSIXO�WR�WKH�H[HFXWLYH�WHDP��1RW�RQO\�GLG�LW�VSXU�LGHDV��LW�DOVR�JRW�WKHP�RXW�DQG�XQGHUVWDQGLQJ�H[DFWO\�ZKDW�EHLQJ�D�FXVWRPHU�PHDQW�DORQJ�KLV�RU�KHU�GHFLVLRQ�MRXUQH\��

,W�PLJKW�VRXQG�VWUDQJH�WR�VRPH�SHRSOH��EXW�EHLQJ�PHWKRGLFDO�DERXW�FUHDWLYLW\�LV�D�JUHDW�ZD\�WR�EH�FUHDWLYH��

David Edelman is a Partner at McKinsey and a co-leader of their Digital Marketing Strategy group. He has helped

CMOs and other executives across industries understand the implications of the evolving digital environment and

implement the deep changes needed to enable digital strategies.

+ Follow David Edelman View Original Post

&UHDWLYLW\�,V�+DUG�:RUN

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Listen BEFORE Your Customers Broadcast Their Voice

by Linda Coles

There are many ways to measure what your customers are saying about you. Particularly with channels such as 7ZLWWHU�DQG�WRROV�VXFK�DV�*RRJOH�$OHUWV��LW�LV�YHU\�HDV\�WR�HDYHVGURS�RU�¿QG�RXW�ZKDW�KDV�EHHQ�VDLG�DERXW�D�JLYHQ�VHDUFK�WHUP��VXFK�DV�\RXU�EUDQG�

%XW�ERWK�RI�WKHVH�WUDFN�FRQYHUVDWLRQV�WKDW�KDYH�DOUHDG\�KDSSHQHG�LQ�WKH�SDVW��DQG�VR�ZKLOVW�WKH\�PD\�JLYH�\RX�D�VHQVH�RI�ZKDW�FXVWRPHUV�DQG�SURVSHFWV�PLJKW�WKLQN�RI�\RXU�FRPSDQ\�LW¶V�RQO\�D�VQDSVKRW��ZLWK�FHUWDLQO\�QR�UHDO�GDWD�EHKLQG�LW�IRU�\RX�WR�ZRUN�ZLWK�

:RXOGQ¶W�LW�EH�JUHDW�WR�¿QG�RXW�ZKDW�WKH\�DUH�WKLQNLQJ�EHIRUH�WKH\�EURDGFDVW�RQOLQH"

“ How likely are you to recommend our company to a friend or colleague”?

)HOORZ�,QÀXHQFHU�)UHG�5HLFKKHOG�LV�WKH�RULJLQDO�FUHDWRU�RI�1HW�3URPRWHU�6FRUH��136���ZKLFK�EDVLFDOO\�HQDEOHV�\RX�WR�JHW�D�YHU\�DFFXUDWH�UHDGLQJ�DERXW�ZKDW�\RXU�FXVWRPHUV�FXUUHQWO\�WKLQN�RI�\RXU�SURGXFW�E\�DVNLQJ�RQO\�RQH�YHU\�

Page 35: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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VLPSOH�TXHVWLRQ��7KH\�DUH�DVNHG�WR�JUDGH�RQ�D�VFDOH�RI�������ZLWK���EHLQJ�WKH�ORZHVW�DQG����EHLQJ�WKH�KLJKHVW��³+RZ�OLNHO\�DUH�\RX�WR�UHFRPPHQG�RXU�FRPSDQ\�WR�D�IULHQG�RU�FROOHDJXH´"

:KHQ�WKH�TXHVWLRQ�KDV�EHHQ�DVNHG�HLWKHU�YLD�HPDLO�RU�WH[W��WKH�DQVZHUV�DUH�DOO�FROODWHG�DQG�D�VFRUH�LV�SURGXFHG�VKRZLQJ�YHU\�FOHDUO\�WKRVH�WKDW�DUH�QRW�DW�DOO�OLNHO\�WR�UHFRPPHQG�\RXU�FRPSDQ\��FDOOHG�WKH�'HWUDFWRUV��WKRVH�DUH�YHU\�OLNHO\�WR�UHFRPPHQG�\RXU�FRPSDQ\��WKH�3URPRWHUV��DQG�WKRVH�LQ�WKH�PLGGOH�WKDW�DUH�IDLUO\�QHXWUDO�HLWKHU�ZD\��the Passives.

7KH�SDVVLYHV�DUH�WKH�GDQJHURXV�RQHV��WKRVH�WKDW�UHDOO\�GRQ¶W�FDUH�HLWKHU�ZD\�DQG�FRXOG�EH�VZD\HG�UHDVRQDEO\�HDVLO\�WR�WDNH�WKHLU�EXVLQHVV�HOVHZKHUH��ZKLOVW�WKH�3URPRWHUV�DUH�H[DFWO\�WKDW��3URPRWHUV�ZRXOG�ZDON�RYHU�KRW�FRDOV�IRU�\RX��DUH�WRWDOO\�ERXJKW�LQ�WR�\RXU�FRPSDQ\�DQG�KDYH�DEVROXWHO\�QR�TXDOPV�DERXW�UHFRPPHQGLQJ�\RX��WKH\�DUH�\RXU�FKHHUOHDGHUV��2Q�WKH�RWKHU�VLGH�RI�WKH�VFDOH��DUH�WKH�GHWUDFWRUV��WKRVH�PRVW�OLNHO\�WR�ZDON��WKH\�FRXOGQ¶W�FDUH�OHVV�DERXW�\RXU�FRPSDQ\�DQG�ZLOO�SUREDEO\�OHDYH��SUREDEO\�VRRQ�

,PDJLQH�ZKDW�NQRZLQJ�WKLV�LQIRUPDWLRQ�FRXOG�GR�IRU�\RXU�EXVLQHVV��DQG�WKH�UHDOO\�FRRO�WKLQJ�LV��\RX�FDQ�DOVR�XVH�WKLV�VRIWZDUH�WR�PHDVXUH�\RXU�WHDP�HQJDJHPHQW�WRR��+RZ�KDSS\�DUH�\RXU�VWDII�WKDW�DUH�FXUUHQWO\�ZRUNLQJ�IRU�\RXU�FRPSDQ\"�&DQ�WKRVH�'HWUDFWRUV�EH�VDYHG�EHIRUH�WKH\�OHDYH��DQG�GR�\RX�HYHQ�KDYH�DQ\�3URPRWHUV"�,PDJLQH�KRZ�WKDW�LQIRUPDWLRQ�FRXOG�LPSDFW�RQ�\RXU�VWDII�UHWHQWLRQ�DQG�PRUDO��VHHLQJ�SRVVLEOH�SUREOHPV�WKDW�PLJKW�QRW�KDYH�RWKHUZLVH�been visible.

$FFHVV�WR�WKLV�W\SH�RI�LQIRUPDWLRQ�LV�HDV\��LQ�IDFW�\RX�FDQ�JHW�WKH�VRIWZDUH�IURP�)UHG¶V�FRPSDQ\�DQG�DQRWKHU�FKRLFH�is here�VR�LI�\RX�UHDOO\�DUH�ZDQWLQJ�WR�NQRZ�ZKDW�\RXU�FXVWRPHUV�WKLQN�DERXW�\RX��GRQ¶W�ZDLW�XQWLO�WKH�FRQYHUVDWLRQ�KDV�DOUHDG\�WDNHQ�SODFH��¿QG�RXW�ZKDW�WKH\�DUH�WKLQNLQJ�ULJKW�QRZ�EHIRUH�WKH\�JHW�YRFDO��7KHQ�DFW�XSRQ�LW��5LQVH�DQG�UHSHDW�LQ���PRQWKV�

Linda Coles is the author of “/HDUQ�0DUNHWLQJ�ZLWK�6RFLDO�0HGLD�LQ���'D\V” and a speaker, and trainer on building

UHODWLRQVKLSV��6KH�OLYHV�LQ�1HZ�=HDODQG�RQ�D�¿J�RUFKDUG�

+ Follow Linda Coles View Original Post

Listen BEFORE Your Customers Broadcast Their Voice

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<RXU�&XVWRPHUV�$UH�1RW�,JQRUDQW��6HO¿VK�&RQWURO�)UHDNby Dharmesh Shah

,PDJLQH�\RX¶UH�KDYLQJ�VRPH�ELJ��KLJK�IDOXWLQ¶�PHHWLQJ��3HUKDSV�LW¶V�D�ERDUG�PHHWLQJ��2U��LI�\RX�GRQ¶W�KDYH�D�ERDUG��SHUKDSV�LW¶V�D�PDQDJHPHQW�WHDP�PHHWLQJ��2U��LI�\RX�GRQ¶W�KDYH�D�WHDP��SHUKDSV�LW¶V�MXVW�\RX�WDONLQJ�WR�\RXUVHOI�DW������D�P��LQ�WKH�PRUQLQJ��:KDWHYHU�PHFKDQLVP�LW�LV�\RX�KDYH�WR�WDON�DERXW�LPSRUWDQW�LVVXHV�DQG�PDNH�GHFLVLRQV��LPDJLQH�WKDW�PHHWLQJ��$UH�\RX�LPDJLQLQJ�LW"�*RRG�

1RZ��LPDJLQH�WKDW�VDPH�PHHWLQJ�ZLWK�RQH�LPSRUWDQW�FKDQJH��One of your smart, savvy, customers is at the table. $QG��VKH�KDV�DQ�DFWXDO�YRLFH��6KH¶V�D�SHHU��6KH�PDNHV�DUJXPHQWV��VRPH�RI�ZKLFK�DUH�ZURQJ�DQG�PLVJXLGHG��MXVW�OLNH�\RX�DQG�WKH�UHVW�RI�\RXU�WHDP��,I�WKH�FXVWRPHU�ZHUH�WKHUH��,�WKLQN�\RX¶G�KDYH�EHWWHU�PHHWLQJV�

“ If the customer were here, what would she say? You don’t actually have to

do everything she says, but it’s useful to at least factor in her point of view.”

3UDFWLFDOO\�VSHDNLQJ��\RX�SUREDEO\�FDQ¶W�DFWXDOO\�SXW�D�FXVWRPHU�LQ�DOO�\RXU�PHHWLQJV��,I�WKDW¶V�WKH�FDVH��\RX�VKRXOG�DFW�DV�LI�VKH¶V�WKHUH��3UHWHQG�OLNH�VKH¶V�VLWWLQJ�LQ�WKH�URRP��,Q�WKH�SDVW��,¶YH�DFWXDOO\�GHVLJQDWHG�DQ�HPSW\�FKDLU�LQ�WKH�

Page 37: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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PHHWLQJ�DV�EHLQJ�ZKHUH�WKH�FXVWRPHU�LV��DQG�ORRNLQJ�LQ�WKDW�GLUHFWLRQ�ZKLOH�DVNLQJ�³ZKDW�GRHV�WKH�FXVWRPHU�KDYH�WR�VD\"´��\HV��,¶P�ZHLUG���:KHQ�\RX¶UH�WU\LQJ�WR�PDNH�DQ�LPSRUWDQW�GHFLVLRQ��DQG�\RX¶UH�VRUW�RI�GLYLGHG�RQ�WKH�LVVXH��DVN�\RXUVHOI��³�,I�WKH�FXVWRPHU�ZHUH�KHUH��ZKDW�ZRXOG�VKH�VD\"�<RX�GRQ¶W�DFWXDOO\�KDYH�WR�GR�HYHU\WKLQJ�VKH�VD\V��EXWLW¶V�XVHIXO�WR�DW�OHDVW�IDFWRU�LQ�KHU�SRLQW�RI�YLHZ�́ $W�P\�FRPSDQ\��+XE6SRW��ZH�KDYH�D�VWXIIHG�EHDU��ZH�FDOO�KHU�0ROO\��WKDW�ZH�SUHWHQG�LV�WKH�FXVWRPHU��0ROO\�KDV�VLW�LQ�RQ�QXPHURXV�PDQDJHPHQW�PHHWLQJV�DQG�KDV�KHOSHG�XV�PDNH�EHWWHU�GHFLVLRQV��6KH�KDV�KHOSHG�XV�OLYH�EHWWHU�WR�RXU�³6ROYH�)RU�7KH�&XVWRPHU´�FUHGR��IRU�GHWDLOV��VHH�WKH�&XOWXUH�&RGH�VOLGH�GHFN���,¶YH�LQFOXGHG�D�UDUH�SKRWR�RI�0ROO\�LQ�D�ERDUG�URRP�PHHWLQJ����WKH�SHUVRQ�RQ�WKH�ULJKW�LV�0LNH�9ROSH��RXU�&KLHI�0DUNHWLQJ�2I¿FHU�

1RZ��\RX�PLJKW�DUJXH�WKDW�\RX¶UH�DOUHDG\�IDFWRULQJ�LQ�FXVWRPHUV�LQ�DOO�RI�\RXU�GHFLVLRQ�PDNLQJ��$QG��,¶P�JRLQJ�WR�DUJXH�WKDW�\RX¶UH�ZURQJ��<RX¶UH�PDNLQJ�GHFLVLRQV�DOO�WKH�WLPH�ZKHUH�WKH�FXVWRPHU¶V�YRLFH�LV�HLWKHU�FRPSOHWHO\�DEVHQW�RU�WRR�ZHDN��-XVW�WKLQN�EDFN�RQ�WKH�ODVW�¿YH�GHEDWHV�\RX�KDG��DQG�WKH�GHFLVLRQV�\RX�PDGH��3HUKDSV�LW�ZDV�D�SULFLQJ�GHFLVLRQ��2U�D�IXQGLQJ�GHFLVLRQ��2U�DQ�RI¿FH�VSDFH�GHFLVLRQ��'LG�WKH�FXVWRPHU�UHDOO\�KDYH�D�YRLFH"�:DV�LW�DV�ORXG�DV�HYHU\RQH�HOVH¶V"�3UREDEO\�QRW�

<RX�PLJKW�WKHQ�IXUWKHU�DUJXH�WKDW�\RX�KDYH�VRPHRQH�³UHSUHVHQWLQJ´�WKH�FXVWRPHU��\RXU�KHDG�RI�FXVWRPHU�VXSSRUW��SHUKDSV���,¶G�DUJXH�WKDW�WKDW¶V�GLIIHUHQW��<HV��\RXU�KHDG�RI�FXVWRPHU�VXSSRUW�LV�VROYLQJ�IRU�\RXU�FXVWRPHUV¶�ZHOO�EHLQJ��EXW�WKDW¶V�QRW�WKH�VDPH�WKLQJ��,PDJLQH�LI�\RX�ZHUH�UXQQLQJ�D�KRVSLWDO��<RX¶G�KDYH�RSHUDWLRQV��DQG�¿QDQFH�DQG�PDUNHWLQJ�DQG�DOO�VRUWV�RI�RWKHU�JURXSV��,Q�\RXU�ELJ�KRVSLWDO�PHHWLQJ��\RX�PLJKW�WKLQN�WKDW�WKH�GRFWRUV�UHSUHVHQWHG�WKH�SDWLHQW¶V�LQWHUHVW��EHFDXVH�WKH\�DUH�ORRNLQJ�WR�VROYH�WKH�SDWLHQW¶V�SUREOHP���EXW�LI�\RX¶YH�HYHU�EHHQ�D�SDWLHQW��\RX�NQRZ�WKDW¶V�QRW�WKH�VDPH�WKLQJ��<RXU�KRVSLWDO�PDQDJHPHQW�PHHWLQJV�ZRXOG�EH�YHU\�GLIIHUHQW�LI�WKHUH�ZDV�D�SDWLHQW�LQ�WKH�URRP��<RXU�VWDUWXS�LV�QR�GLIIHUHQW��7KH�GHFLVLRQV�ZRXOG�EH�EHWWHU�LI�WKHUH�ZDV�D�FXVWRPHU�LQ�WKH�URRP�

)LQDOO\��\RX�PLJKW�KDYH�WKH�PRVW�LQVLGLRXV�VHW�RI�IHDUV�RI�DOO��)LUVW��WKDW�\RXU�FXVWRPHUV�DUH�LJQRUDQW��WKH\�GRQ¶W�XQGHUVWDQG�LQGXVWU\�WUHQGV�RU�WHFKQRORJ\���6HFRQG��WKDW�WKH\¶UH�VHO¿VK��DOO�WKH\�FDUH�DERXW�LV�JHWWLQJ�WKH�ORZHVW�SULFH�DQG�H[WUDFWLQJ�WKH�PRVW�YDOXH�IURP�\RX���7KLUG��WKDW�WKH\¶UH�FRQWURO�IUHDNV�DQG�MXVW�ZDQW�WR�UXQ�\RXU�EXVLQHVV�� $OO�RI�WKHVH�DUH�VLPSO\�QRW�WUXH��<RXU�FXVWRPHUV�DUH�QRW�LJQRUDQW��VHO¿VK��FRQWURO�IUHDNV��2I�FRXUVH��WKHUH¶V�D�

<RXU�&XVWRPHUV�$UH�1RW�,JQRUDQW��6HO¿VK�&RQWURO�)UHDN

Page 38: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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GLVWULEXWLRQ�FXUYH�DW�ZRUN�KHUH��<RX�PLJKW�ULJKWIXOO\�DUJXH�WKDW�VRPH�RI�\RXU�FXVWRPHUV�PDQLIHVW�RQH�RU�PRUH�RI�WKHVH�DWWULEXWHV��%XW��WKDW�PLVVHV�WKH�SRLQW��,¶P�QRW�DVNLQJ�\RX�WR�YLVXDOL]H�WKRVH�FXVWRPHUV�DW�\RXU�PHHWLQJV��

³�9LVXDOL]H�WKH�VPDUW��VDYY\�DQG�EHQHYROHQW�FXVWRPHU�WKDW�ZDQWV�\RX�WR�succeed and has no intention of running your company. You have some of

those customers. If you don’t, stop what you’re doing and go get some.”

7KDW�NLQG�RI�FXVWRPHU�LV�H[FHSWLRQDOO\�XVHIXO��7KH\�IHHO�SDLQ�ZLWK�\RXU�SURGXFW�WKDW�you’re likely not going to feel. 7KH\�FDQ�HPSDWKL]H�ZLWK�\RXU�RWKHU�FXVWRPHUV�LQ�D�ZD\�WKDW�\RX�FDQ¶W��$QG��LQ�WKH�ORQJ�WHUP��HYHQ�WKRXJK�WKH\�PD\�QRW�KDYH�DV�ORXG�RI�D�YRLFH�RU�EH�DEOH�WR�GHEDWH�DV�SDVVLRQDWHO\�DV�\RX��WKH\�KDYH�D�GHFHQW�FKDQFH�RI�EHLQJ�ULJKW��,PDJLQH�LI�\RX�ZHUH�NHHSLQJ�PHHWLQJ�PLQXWHV�IURP�WKHVH�PHHWLQJV�DQG�QRWHG�KHU�VLGH�RI�WKH�VWRU\�DQG�KHU�³YRWH �́�,I�\RX�ORRNHG�EDFN�D�\HDU�RU�WZR�ODWHU��\RX�PLJKW�VD\�VRPHWKLQJ�OLNH�³+H\��\RX�NQRZ�ZKDW��LQ�WKDW�PHHWLQJ��VKH�ZDV�ULJKW��:H�ZRXOG�KDYH�EHHQ�EHWWHU�RII�LI�ZH�KDG�MXVW�OLVWHQHG�WR�KHU�́ �0D\EH�\RX�DQG�\RXU�WHDP�DUH�ZD\�PRUH�LQVLJKWIXO�WKDQ�DYHUDJH��EXW�,¶YH�VDLG�WKLV�WR�P\VHOI�PDQ\�WLPHV�

“ So, the next time you have a big, high falutin’ meeting and are attempting

to make a big decision, try to give your customer a seat at the table. I

think you might make a better decision.”

Dharmesh Shah is Founder and CTO at HubSpot. He is an active member of the Boston area entrepreneurial community,

DQ�DQJHO�LQYHVWRU�LQ�RYHU����VWDUWXSV��DQG�D�IUHTXHQW�VSHDNHU�RQ�WKH�WRSLF�RI�VWDUWXSV�DQG�LQERXQG�PDUNHWLQJ�

+ Follow Dharmesh Shah View Original Post

<RXU�&XVWRPHUV�$UH�1RW�,JQRUDQW��6HO¿VK�&RQWURO�)UHDN

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Page 40: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

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Page 41: Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn Marketing Influencers

About Us LinkedIn members number more than 259 million professionals. That’s over one-third of the 600 million professionals on the planet. This represents the largest group anywhere of influential, affluent and educated people.

Professional Publishing Platform Our evolution into a professional publishing platform drives increased engagement on LinkedIn. Compared with other professional publishers, content on LinkedIn works differently. The rich data on our platform means we can deliver the most relevant content to our members.

Relationships MatterWith LinkedIn Marketing Solutions, brands build relationships with the world’s professionals by using accurate targeting to deliver relevant content and communications.

As today’s connected professionals seek out ideas and insights from the people and brands they trust, marketers use LinkedIn to target advertising and publish relevant content in a professional context. Brands extend reach through the social sharing that occurs naturally on LinkedIn, as well as by extending LinkedIn data to their sites and brand experiences through APIs.

For more information, please visit our Marketing Solutions site.