May 2009 - Inner Architect

3 Steps to Increase Your Linkedin Search Rank

May 27, 2009 by Susan Hanshaw 4 Comments

If you are someone looking to get hired for a job of any kind, whether it be long-term or contract, you increase your chances of being discovered by ranking high in a Linkedin search. Just like managing your Google search presence, there are steps you can take to increase your chances of rising to the top.

How to rise to the top of a Linkedin People search:

Get clear on the keywords people will use to look for your talent. Sprinkle these keywords generously throughout your profile. The more times they appear, the more relevant your profile will be considered a match.
Complete all areas of the profile. Leverage the past experience section as opportunities to sprinkle more keywords where appropriate. A bare bones profile diminishes your ability to be searched and found.
Build an expansive network of connections. Some Linkedin users will choose to sort search results by relationship. A large network means a greater number of opportunities to show up as a 1st, 2nd or 3rd connection.

Experiment for yourself. Run an Advanced People Search on your most vital keywords in your local zip code area. See what comes up. If you are not at the top, look at who is. Study the keywords highlighted in their profile to determine why they are ranking higher than you. Make any appropriate adjustments that you can.

Filed Under: linkedin Tagged With: Dean Guadagni, linkedin keywords, linkedin people search, linkedin profile, linkedin search, Linkedin search engine, linkedin search ranking, linkedin summary, social media, Social Media Networking, social networking for business, Susan Hanshaw, web 2.0

Britain Appoints Social Media Czar: Turning Point in Social Media Adoption?

May 22, 2009 by Dean Guadagni 1 Comment

“Together we will transform the way that government engages with citizens through the internet and free up government data, so that people can use public services more effectively” -Tom Watson Power of Information Task Force

In the most savvy move into Web 2.0 social media since Barack Obama’s facebook campaign during the United States presidential race, the British government has named it’s first “director of digital engagement” Andrew Stott Britain’s deputy CIO. Mr. Stott a graduate of Cambridge who holds degrees in mathematics and law, begins his new job today.

The Mission

In Natasha Lomas’ Newsweek article “Britain Appoints First Twitter Czar” the mission of the director of digital engagement:

Evangelize: “championing digital engagement and promoting the use of web 2.0 technologies across government”
Manage: Britain’s “Power of Information Agenda“
Develop: improve utilization of digital technologies
Connect: improve engagement with citizens
Promote: policy debate
Provide: online access to information

Director of Digital Engagement’s Responsibilities

Moving Information: implementation of the Power of Information Taskforce recommendation
Communications: training government staff in “the basics of social media and a modern web presence”
Repository: creating an online place “where public information can be stored and maintained” The full list of the Taskforce’s 25 final recommendations can be found here

Britain’s Social Media Goals: Co-Ordination and Collaboration

According to Newsweek:

“The British government believes boosting civil servants’ use of internal digital tools will improve cross-government co-ordination and collaboration and ultimately lead to better policy development and service delivery.”

Twitter: The First Social Network Implemented

Stott’s first order of business was to establish a Twitter account for his role: @DirDigEng. In keeping with the spirit of all things social media, the announcement of Stott’s appointment was made via a “tweet”:

“Twitter exclusive: Andrew Stott will be first Director of Digital Engagement.”

Filed Under: social media and resources Tagged With: Andrew Stott, Britain, Britain's social media, citizen journalists, Dean Guadagni, Director of Digital Engagement, Government adopts social media, Government social media use, inner architect, innerarchitect, social media czar, Susan Hanshaw, turning point social media adoption, twitter, twitter England, Twitter strategies, twitter strategies and tips, Twitter uses for government, Web 2.0 and government

Web 2.0 Strategies for Service Providers

May 18, 2009 by Susan Hanshaw Leave a Comment

My goal as I set out to write today’s article was to spotlight a company using Web 2.0 tools that isn’t a household name. After all, it’s more challenging for lower profile businesses to build an online following than those who already possess a lot of juice. One business that hit my radar and caught my attention was AccuQuote Life Insurance. Why does AccuQuote stand out to me? Because they are attempting to integrate numerous Web 2.0 tools in their engagement strategies. While some of their individual strategies may need some tweaking, they’ve built a foundation using the key tools and that’s more than most service providers are doing.

What AccuQuote is doing well:

The AccuQuote blog does a good job of providing readers with a solid education about life insurance.
The blog’s sidebar contains easy-to-find links to AccuQuote’s presence on Twitter, Facebook, and YouTube, as well as the Linkedin profiles for key staff members.
Podcasts on the blog take the communication up a level from written word to audio.

AccuQuote is using these tools to:

Build and maintain relationships
Generate leads
Manage their reputation
Deliver valuable information
Provide customer service

While AccuQuote has done a good job with getting equipped with these tools, they can improve the effectiveness of how they’re using the tools with a few tweaks:

Integrate their web and blog sites to enable readers a seamless experience and ability to access all pages from each.
AccuQuote website banner

AccuQuote blog banner
Expand their content strategies on Twitter beyond the topic of life insurance. Inspire their followers to engage by bringing some personal tweets into the mix.
AccuQuote tweet stream
Do more with the Facebook Page than stream in blog articles. Get fans interested by sharing content that links life insurance to their lifestyle. Introduce resources from other well-respected sites and commit to maintaining a level of energy on the Page that attracts fans.
AccuQuote Facebook Page
Keep the website links on staff Linkedin profiles current to ensure that profile viewers click through to the current web or blog site. With 39 million registered Linkedin users, Linkedin is a viable source for business development.

Would you like to share your experiences of what’s working to engage customers and prospects in your Web 2.0 strategies?

Filed Under: social media and resources Tagged With: AccuQuote, blog business strategies, Dean Guadagni, engagement strategies, facebook, facebook business page, facebook business strategies, linkedin, linkedin profile, social media direct marketing, social media marketing, Susan Hanshaw, twitter, twitter business strategies, youtube

Target’s Facebook Campaign: Crowdsourcing for Charity

May 13, 2009 by Dean Guadagni 4 Comments

Target , the low cost retailer, bills itself with the tag line “Expect More, Pay Less.” Target is taking this concept one step further in their bid to be the number one social media branded value retailer in the country. Target’s latest social media campaign utilizes Facebook to crowdsource, build their brand, create cause marketing exposure, engage with their audience, and mold their public perception one facebook fan at a time. Here is how they are doing it:

Target’s “Bullseye Gives” Campaign on Facebook

Target, currently allocates 5% of their revenue to charities, is going to give $3 million per week for next few weeks to charities chosen by their fans on Facebook. Here is how it works:

Target’s Facebook fans vote for any of 10 charities to receive donations on the Target Facebook page
Target tallies up the votes and allocates funds on a percentage basis. The example used by Mashable’s Adam Ostrow fits best “if 10 percent of users vote for Salvation Army, that organization will receive 10 percent of the total donations.”

Target’s 10 Charities

Benefits of “Bullseye Gives”

Cause Marketing: provides Target with great perception as humanitarian, caring, and giving
Branding: further strengthens the Target brand as family oriented product provider
Audience: engages their audience by crowdsourcing, providing their audience a voice
Publish: each time you vote you are given the option to “publish” your vote back to your personal Facebook page or your corporate Facebook page.
Viral Marketing: by publishing your choice of charity, the branded (logo) message on your wall places Target top of mind to your network of friends and it provides the potential for your friends to become fans of the Target Facebook page
Tone: the tone is not a hard sell message. Instead it is a participatory campaign, informative campaign, and a gentle message focused on the charities and NOT on Target’s actions

Filed Under: facebook Tagged With: Adam Ostrow, Cause marketing Facebook, Charity and facebook, crowdsourcing, Dean Guadagni, Facebook and Target, facebook strategies, facebook strategies and tips, facebook tips, inner architect, innerarchitect, Mashable Target, social media, social media case study, social media marketing on facebook, Susan Hanshaw, Target, Target Bullseye Gives, viral marketing facebook

Bigelow Tea: How to Get Close to Customers on Facebook

May 8, 2009 by Susan Hanshaw 6 Comments

We can learn a lot about an effective Facebook Page from Bigelow Tea. It’s no wonder that Cindy Bigelow, the company’s President, was a speaker at the Business Smart Tools Conference held earlier this week in Stamford, CT. Bigelow Tea shows us that they really do understand how to get close to their customers using social media.

What is Bigelow Tea doing right on Facebook?

Bigelow Tea engages like they care. Today, the Friday before Mother’s Day, the following message appeared on their Facebook page. Notice no sales, no marketing, just a simple authentic greeting. Look how their fans responded.
They are creating a brand that is a lifestyle and educating their customers on the benefits of the lifestyle. Note the positive thumbs up from their fans.
With the main focus of the Page away from sales and marketing and on a wide variety of lifestyle content instead, when Bigelow Tea does mention their catalog, their fans are eager to oblige.

Thank you, Bigelow Tea, for being such a great example!

We’d love to hear your opinions on companies who are great social media models.

Filed Under: facebook Tagged With: Bigelow Tea, Business Smart Tools conference, Cindy Bigelow, Dean Guadagni, facebook business strategies, facebook page, inner architect, social media, social media for direct marketers, social media marketing, social media strategies for business, Susan Hanshaw

Dell’s Ideastorm.com: Crowdsourcing to Harness Collective Intelligence

May 4, 2009 by Dean Guadagni Leave a Comment

The Web 2.0 social media world is a fantastic place to participate, sample, and ask for creative input from your audience. Crowdsourcing is according to the crowdsourcing wikipedia: “the act of taking a task traditionally performed by an employee or contractor, and outsourcing it to an undefined, generally large group of people, in the form of an open call.” The Ideastorm logo courtesy of Ideastorm.com

Architecture of Participation

According to Tim O’Reilly, the man behind the definition of Web 2.0, Web 2.0 is built on an “architecture of participation.” Consequently, crowdsourcing is a fantastic method to tap into the vast resource that is human capital on the Internet, discover new ideas for products or services, and measure your message. This concept hinges on one idea: harnessing collective intelligence.

Harnessing Collective Intelligence

Tim ‘OReilly posited in 2005 that “The central principle behind the success of the giants that lead the Web 2.0 era appears to be. . . that they have embraced the power of the web to harness collective intelligence.”

Crowdsourcing: Dell’s Ideastorm.com

A great example of mining for ideas on products, services, best practices, policy, and a number of other business concepts is Dell Computers’ crowdsourcing site ideastorm.com. Dell’s tagline for ideastorm “Where Your Ideas Reign.”

Dell’s Ideastorm.com is responsible for the following:

Users have generated 11,581 ideas at ideastorm.com
325 ideas have been implemented by Dell
Top ideas
Recent ideas
Popular ideas
Implemented idea list

Conclusion

Any entrepreneur, small business, large corporation, or job seeker can utilize “crowdsourcing” for their own purposes. One added benefit of crowdsourcing is the fact that it is an entry point for any job seeker or entrepreneur looking for opportunities. If an individual showcases their expertise and talents they have a solid chance of being noticed and opening the lines of communication with their intended targeted audience(s).

Filed Under: social media and resources Tagged With: architecture of participation, crowdsourcing, crowdsourcing strategies, crowdsourcing tips and strategies, Dean Guadagni, Dell's ideastorm.com, entrepreneurial strategies, harnessing collective intelligence, ideastorm.com, innerarchitect, job seekers crowdsourcing, social media, Susan Hanshaw, Tim O'Reilly, web 2.0

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