Jeste li zaista u 1% LinkedIna?

LinkedIn

Brojevi. Ponekad me apsolutno izlude. Danas je sjajan primjer. LinkedIn je objavio e-mail u kojem je čestitao svojim članovima koji su bili u najvišem postotku pregledanih profila. Evo ključa ... pregledani profili. Evo kako izgleda e-pošta ... komplimenti prijateljice Daren Tomey:

Daren Tomey

Daren je pun pun punjača i apsolutno je u mom klubu prodajnih menadžera od 1% širom zemlje. Neću mu to oduzeti. Pitanje je zašto bi Darenin profil bio jedan od najgledanijih? I kako možete ući u klub od 1 posto?

Polovica jednadžbe je jednostavna, druga polovina teška.

  1. Prvo, Daren je zadužena za prodaju u Zmags-anu platforma za digitalno objavljivanje (i klijent). Prodaja je brutalna. Promet je velik, a kompanije su uvijek tražim za talent. Ključ je ovdje tražim. Pogled = pogledi. Dakle, stavite upravljanje prodajom ili izvršnog direktora prodaje na svoj profil i skočit ćete u nebo. U mojoj mreži većina najvećih procenata bila je u prodaji.
  2. Drugo, marljivo radite na povezivanju na LinkedInu. Daren zna gotovo sve u zemlji iz svake veće kompanije. On je nevjerojatan umrežitelj i ima puno odnosa. Ugledan je u industriji softvera i tehnologije i ko je ko od vodećih prodavača. The više veza, veće su šanse da se gleda njegov profil.

Buzzfeed je to lijepo obavio razbijanje brojeva i s pravom kritizirajući naknadno dijeljenje koje se dogodilo na društvenoj mreži. Ova kampanja bila je velika ... izmanipulirala je ljude da podijele brend LinkedIn - što je jako vidljivo u odlaznim komunikacijama.

Ovo je vrsta kampanje koja me izluđuje. Postotak je smiješan broj koji ne znači ništa ... zaista ništa. Ako ste superzvijezda u svom polju koja je izbirljiva u vezi s kime se povezujete na LinkedIn-u, niste dobili nijednu od ovih e-adresa. Ali ako se bavite industrijom s velikim zapošljavanjem s velikom mrežom ... i posrtate u poslu ... još uvijek ste dobili jedan od ovih e-mailova.

Ugled neka bude proklet, odbacivanje preporuka ... samo recite nekome da su posebni pa će ih podijeliti. I to je funkcioniralo besprijekorno.

Podsjeća me na jednu od mojih majica: Ti si posebna. Baš kao i svi ostali.

15 Komentari

  1. 1

    Doug nice piece and thought provoking however while this campaign is a shill – what it aims to get people in this 1% or 5% or 10% thinking about is – hmmm Im obviously more interesting than i thought 🙂 maybe I want to know who is looking at my profile? And For only $16 (or more) – I can find out.

    Be interesting to know how many premium sign ups they got 🙂

  2. 3

    Thank you for checking into this. My 5% was suspicious. I’m semi-active, but not enough to warrant being that high in the top. Duncan has a good point below – I wonder how many premiums were sold as a result?

  3. 4
  4. 7

    Douglas, great post. As soon as I got the 5%, I thought “I’m one in 10M…not so special.) I did succumb to sharing it on LinkedIn (only); but I did not pay for the premium service to find out any more details. Maybe you should use this comment section to see what other reactions people have…

    • 8

      Absolutely welcome comments on whether or not the campaign succeeded. My guess is that, because it’s a bait and switch style messaging, it didn’t do well. Even though it got a ton of attention.

  5. 9

    My thoughts exactly. I’ve heard that even cops who’ve done the “good cop, bad cop” routine during interviews fall for it themselves. So it was with me and my 5% score from LinkedIn. Even though I knew it was an unremarkable stat (I don’t get *that* many views) I somehow felt compelled to tweet about it! I refrained.

  6. 10

    I’m pretty active on LinkedIn and I’m also purposeful about growing my network. I think the information is insightful and the marketing campaign is genius. I only wish I had thought of it. Doug, you have a glass is half empty view on this. It’s just good food for thought…1%, 5% or 10% of 200 million are large groups to be bundled into, yes. But nevertheless, it’s welcome information. I did tweet my announcement…I thought it was cool. And as a marketing and sales enthusiast, I’m also happy to be part of any innovative (and tasteful) marketing or sales initiative. And truth be told, I’ve probably tweeted a few things that were less interesting before. The conversation you’ve started about this is just more powerful marketing that stemmed from LinkedIn’s recent announcement to the top viewed profiles. I think you might be playing right into their hand.

    I do appreciate your viewpoint though, it’s always cool to see things from another’s perspective. Thanks for starting this discussion!

  7. 11

    Great post. I received an email letting me know that I was within the 5% and I was taken aback – these points were in line with what I was thinking. While I understand the marketing behind it, the fact of the matter is that being honest is more important than trying to make the user feel all warm and fuzzy inside.

  8. 12
  9. 14

    You (and I) are not among the top 1% of LinkedIn members.

    You’re in the 1% most viewed profiles among members, duplicate profiles, people who’ve logged in once and forgotten about it, people who have died, hoaxsters, scammers and spammers.

    But, we’re all vain so we shared it. Good for us!

  10. 15

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