Navigating the changing world of work World 2020 Manpower booklet may 2010
The New World Of Work - 2010
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Transcript of The New World Of Work - 2010
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The New World of WorkHow social technologies are changing business.
Steve Patrizi
Vice President, Marketing Solutions
LinkedIn Corporation
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“Opportunity doesn’t knock.
It chirps, buzzes, pings, and vibrates.”
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Poll:
Are you a member of LinkedIn?
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60 million
professionals
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Years to reach 50 million users
Radio = 38 years
TV = 13 years
LinkedIn = 6 years
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2003:
1 million = 477 days
2010:
1 million = 10 days
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Over 200 countries
Over 170 industries
Execs from every F500
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AvgAge AvgHHI% College
Post Grad% BDM’s
LinkedIn 44 $105,731 76% 40%
WSJ 50 $99,994 70% 33%
Forbes 49 $96,801 65% 34%
BusinessWeek 49 $95,306 65% 35%
Nielsen @plan Fall 2009
Younger, Affluent Decision Makers
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LinkedIn’s Mission:
To connect the world’s professionals to
make them more productive and
successful.
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The World Is Flat…
“It has become possible
for more people to
collaborate and compete
in real time, with more
people on more different
kinds of work from more
different corners of the
planet, on a more equal
footing, than any
previous time in the
history of the world.”
…and faster…and more challenging…
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The New World of Work
Every individual is now a business
Decision making is distributed and faster
Companies are becoming more open
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Every individual
is now a business.
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Job tenure is on the decline
Global competition is increasing
Greater movement between professions and industries
Greater access to information
People loyal to their skills, not their employer
Work used to be a place you would go – now it’s something you do
Today’s students will have 10-14 jobs before they turn 38
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Every individual is a business
Your name & your reputation = your brand
Your salary = your revenue
Your skills & experience = your advantage
Your online profile = your business listing
Your network = your R&D, sales & marketing
departments
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Why should you care?
Today’s decision maker is thinking as much
about their “own business” as they are
about their employer’s.
How does your product or service help
people achieve individual success as well as
success for their business?
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Decision making is distributed and
happening faster.
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Decision making: down & out
“I can be fast,
but I may make
a mistake.”
“I can take my
time, but I may
miss out.”
“My network can help me make informed
decisions quickly and confidently.”
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Active networkers report greater decision-
making support
Source: Society for New Communications Research
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Traditional decision-making supplemented by
social media
Source: Society for New Communications Research
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Professionals primarily looking to three
platforms:
Source: Society for New Communications Research
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Companies are
becoming more open.
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Companies are more open
Boston/Route 128: Longer tenures
No cross-pollination
Innovation happened within the company
Silicon Valley Frequent movement between companies
Strong connections between companies
Innovation moved from company to company
Businesses evolving to SV model Individuals tapping worldwide knowledge bases
Flash teams
Social technology accelerating this trend
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Poll:
How many people work at your company?
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Companies need to be more open
Companies with <50 employees?
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Companies need to be more open
Companies with <50 employees?
of your company than inside.
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Companies need to be more open
Companies with <50 employees?
FACT: There are more smart, informed experts outside
of your company than inside.
Companies with >5,000 employees?
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Companies need to be more open
Companies with <50 employees?
FACT: There are more smart, informed experts outside
of your company than inside.
Companies with >5,000 employees?
FACT: There are more smart, informed experts outside
of your company than inside.
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All employees are accessible
Your Employees
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All employees are accessible
Your Employees
Colleagues
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All employees are accessible
Your Employees
Colleagues
Partners
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All employees are accessible
Your Employees
Colleagues
Partners Customers
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All employees are accessible
Your Employees
Colleagues
Partners Customers
Recruiters
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Got Social Media Guidelines?
From IBM’s Social Computing Guidelines
(http://www.ibm.com/blogs/zz/en/guidelines.html )
Be thoughtful about how you present yourself in online social networks. The lines
between public and private, personal and professional are blurred in online social
networks. By virtue of identifying yourself as an IBMer within a social network, you are
now connected to your colleagues, managers and even IBM's clients. You should
ensure that content associated with you is consistent with your work at IBM. If you
have joined IBM recently, be sure to update your social profiles to reflect IBM's
guidelines.
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How can your company be successful
in the New World of Work?
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Friends of Linkedin
500 members
150+ discussions
Invaluable feedback &
insights
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Austin Arensberg
Business Development, Prime Energy Investments
“Before I began researching on Google, I joined a group to learn more about renewable energy and posted a discussion asking for proposals…within minutes I was talking on the phone with market experts in China.”
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Gary Slack
Chairman & CEO, Slack Barshinger
“As National Chairman of the BMA, I belong to the 18 BMA chapter groups, where I comment and lead discussions. It’s a great way to stay in touch with our 2,500 members.”
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Build a community with Groups
Easy to set up
Tools to manage discussions
Leverage viral activity
Weekly announcements
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Over 500,000 Groups
Over 1,000 Formed
Every Day
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Dan Gellert
Jitterbug.tv co-founder
“When building the technical backbone of the site, I looked to the Linkedincommunity for advice. I also discovered people influencing the music niche.”
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Find your target audience…
Target advertising using
publicly shared profile data
Audiences targeted by:
- Profession
- Seniority
- Industry
- Company Size
- Geography
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…and measure engagement
Who saw your ads?
Who was most
responsive?
What other audiences
should you address?
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FICO used banner
advertising and InMail to
promote FICO World.
10-20% of all people who
signed up came from the
Linkedin campaign.
Laurent Pacalin
SVP & CMO, FICO
Join the conversation in AnswersBanners: Alive and well
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Roger Smith
CTO, US Army Simulation, Training & Instrumentation
“I asked my network what piece of business advice they’d write on the back of a business card. I compiled the 250 responses I received into a book which is now published.”
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Join the conversation in Answers
Over 1,000 questions posted
weekly
Over 3,000 answers submitted
weekly
Over 70 categories available for
sponsorship
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Kathy Steele
Vice President, Desert Rose Design
“Viewing a contact’s profile in advance of a meeting has shortened our sales cycle. We’ve also found ourselves on the speaking circuit as a result of commenting on a Poll.”
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Poll:
What’s most important to you when traveling
for business?
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Engage customers with Polls
Easy and valuable for
users
Provides useful
customer insights
Ads can be targeted
based on response
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Engage customers with Polls
Easy and valuable for
users
Provides useful
customer insights
Ads can be targeted
based on response
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Showcase your work with Apps
“Decks I’ve posted using
the Slideshare app have
been downloaded 300
times by clients…I’ve
made valuable contact
with people who read
that I’m visiting their
market thru the TripIt
app.”
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Showcase your work with Apps
SlideShare
Amazon Reading List
WordPress
Box.net File Sharing
Events
MyTravel By TripIt
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Add value with app sponsorships
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Put a face on your brand
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Put a face on your brand
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Authenticity:
1. Who recommends this person?
2. How am I connected to them?
Put a face on your brand
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Delivering Results
“This campaign not only drove hundreds of direct
registrations into the BizSpark program, which was
the core goal, but also added to an increased positive
brand and company perception. Because of the
interconnectedness of the platform, I was able to
personally reach out to perfectly-targeted individuals
who I would not have known. I will definitely work
with the LinkedIn team again.”
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Generate leads with whitepapers
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Generate leads with whitepapers
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Highly qualified, accurate data
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What should you do tomorrow?
• Join the community Encourage your employees to set up profiles
Establish Groups to engage your customers
Include your employees in your marketing efforts
Find and Learn about your customers Use targeting technologies to invite people into your Group
Use Polls to discover insights and trends
Listen to the discussions in other Groups and Answers
Engage your customers with relevant content Develop messaging that reflects your audience’s interests
Deliver value-add content – whitepapers, blog feeds, etc.
Encourage participation in your Group through marketing
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LinkedIn The World’s Largest Community of Professionals
Over 60 million affluent & influential
professionals
Professionals use Linkedin to: Manage their professional brand
Share information and insights
Find answers to business problems
Discover new business opportunities
Marketers can engage with this audience by: Establishing Groups to build a loyal community
Targeting display messages based on profile data
Sponsoring Answers, Applications and Polls
Delivering whitepapers and 1:1 messages
More at http://advertising.linkedin.com
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Thank you
Steve Patrizi
spatrizi @ linkedin.com
www.linkedin.com / in / stevepatrizi
@ spatrizi