The Klout Score Remains Unreliable

Klout Fails to Convince:

Perks, Influencers, K+ are Questionable

Over the past several months I have used Klout, analyzed Klout, scrutinized Klout! I embarked upon a year long study after ripping Klout in August of 2010.

See: Inbound Marketing Week in Review: A Hard Look at Social Media Klout: Inbound Marketing and Social Media Perspective and Review–Introducing Klout, TweetPivot, and Spezify!

Feeling I may have been too harsh, and desiring to be fair, I stepped back, took a deep breath, and then stepped back in.

Boy…did I step in…it!

Of one thing I am absolutely certain, the Klout Score has as much real value as a daily horoscope. It can also be argued, and quite convincingly I might add, that the horoscope is probably right more often…at least relative to your Klout Score.

@Klout can’t have it both ways!

If the old data was BS, the new system reflects that fact. If the data was reliable? Then Klout scores wouldn’t have changed quite so drastically…and overnight!

Significantly, one might be inclined to argue that Klout was either wrong then…or they are wrong now. In fact, I’d argue that it’s not merely a matter of either/or. I suggest that Klout has been consistently wrong!

Once again, Klout defines its lack of integrity, consistency, and value!

A detailed analysis of Klout “Influencers” confirms the pure fiction of the Klout score. In fact, Stephen King would be proud, and perhaps a little jealous given the upcoming launch of 11/22/63.

Influencers?

10 out of 10 people listed as influencing me have had little or no contact with me across any of my many social media profiles.

Dogs and Cats and Monsters…

…Oh my!

Incredibly, Klout has given a number of pets very high Klout scores. I guess the dogs are simply trying to get a leg up on the competition? Well, good for Klout…and good for a few good animals.

BTW, who is influencing Poochie? Or better yet, and perhaps more suggestive of just how ridiculous the whole Klout algorithm is, who is being influenced by Poochie?

Now that’s not silly, it’s sad!

The silliness of the daily Klout score has come full circle from the days when their data was clearly “hinky!”

And now I just don’t see the point!

We might as well read our horoscopes! They have the same grounding in reality…and may indeed be more accurate!

Ultimately, whether or not you follow your Klout score is up to you. Obviously!

I will leave you with this:

If social media is a new religion, the newest manifestation of an opiate for the masses, and the Internet along with it, then the Klout score must be viewed as a perverted attempt to establish a daily record. Ultimately, the Klout score is an indication of just how determined businesses, organizations, and government agencies are to define Internet usage, generally, and social media usage, in particular. The pursuit of metrics to define the value and impact of social media has become a multi-million dollar enterprise. Why? So companies can use the data collected to manipulate and control the buying behavior of the public, those individuals buying into this newest form of religion…social media.

See you on Twitter!

John Zajaros
The Ultimate Internet Image
440-821-7018

NOTE: When I mention religion, I am referring to it in its broadest, most figurative context. However, one can not help but notice the profound impact this new form of worship is having on individuals, groups, businesses, agencies; and yes, governments. Doubt me Thomas? Well, just take a look at what happened across the Middle East in the past year. Then tell me the Internet and social media didn’t have a profound impact on the very existence of governments. In our own backyards? And now across The Pond? The Occupy Wall Street movement has been fueled, in large measure, by the connections made via the Internet, generally; and, via social media, specifically. There is more to follow, much more. I simply hope we are not putting our faith in false gods. Or Klout scores!

Inbound Marketing and Social Media:

A Recipe for Success Online

Inbound marketing is successful when you view it in terms of a combination of permission marketing and search driven marketing. In other words, you want to be where your potential clients are….when your potential clients are searching for your services. If you are not, you will be ineffective and your inbound marketing strategy will fail.

Central  Hub: You must view your website in terms of a central hub. The idea is to drive as much traffic as possible to your hub by creating excitement, authority, and, above all, interesting content.

Video: We are in the video generation most online advertising and inbound marketing is driven by video. That is where the lion’s share of your clients will come from. An effective video campaign will send your business soaring, a lackluster video campaign will kill it!

Blogging for Business: Blogging is crucial! In fact, the static website of just a few pages is on its way out…if not dead already! The website that is primarily image-based, particularly when it comes to text, is worthless. You will derive ZERO SEO value from images alone. When a website full of images is crawled, it shows up as blank. A balance of text, images, and video is essential. Blogging also develops interest in your business and provides a line of communication between you and your clients that is invaluable. Blogging is essential for any business trying to grow and relate to their target market long term.

Viral Video and the Rest of the Online Guru Hocus Pocus: Forget about viral! Yes, that’s right…forget about it! If you intentionally set out to create a viral video or make some other sort of online media go viral, it will almost certainly fail! Focus on quality content that will interest your target market and get shared.

Note: I have videos and articles on websites around the world and very few, if any, would be considered viral. But they all get shared and it all translates into backlinks, subscribers, social media connections, clients, and friends.

Yes, friends!

Redirects: Redirects can be useful but if you are hoping to derive any SEO value from a super domain name that you are only using as a redirect to your not-so-great url, you are wasting your time, money…and a quality domain name too boot!

Articles: Articles accomplish several things at once. Articles establish you as an authority in your niche, they deliver backlinks to your main hub (although this is changing), and they drive traffic to your main hub. Even with the new shifts in Google’s algorithm, article marketing is still a crucial component of a solid inbound marketing strategy.

John Jones: Who is your target market? What does he look like? What are his interests? How does he dress? You must be able to SEE John Jones in order to relate to him…or Jane Jones for that matter!

Social Media: Social media is also essential! All of the components of an effective inbound marketing strategy must work together, in concert, if you are going to succeed. This is not an optional strategy, it is imperative if you want to compete in today’s market. Linkedin, Twitter, Facebook (both personal and a fan/business page), YouTube, Dailymotion, Break, Viddler, Foursquare, and others are the key to social media success. Ping.fm is the best way to reach most of the core social media sites in one blast, Hellotxt is another, and XeeSM.com is the third. If you integrate these social media hubs into your overall strategy it will make your job much easier.

Warning: Do not use social media as a vehicle to spam your followers or you will kill any suucess you may have otherwise achieved! Additionally, if you spam, all you will have following you are fellow spammers…and they will eventually unfollow you as well!

Additional Blogs: Google’s Blogger, Squidoo, HubPages, and others are also useful and can be tied directly into your social media hubs for constant updating! These should be included, as they are virtually effortless to maintain and they do end up on page one!

Keyword Research: Most keywords are insignificant. Many businesses beginning to explore inbound marketing focus on keywords that drive ZERO traffic to your website. The key is to know not only what terms are searched for, something Google does well, it is crucial that you know which keywords get the most CLICKS! Click through rate is crucial.

Google Analytics: Metrics are also key! You must know who is visiting your website and where they are coming from if you are to develop and intelligent and effective, long term inbound marketing strategy.

Testing: A/B testing is probably the simplest and most effective, at least when starting out. Long term strategies can be added from there.

Consistency: An inbound marketing strategy must be applied daily if it to work! Social media can be time intensive at first. The longer you do it, the easier it will become. Blogging must be done at least 3 times per week for best results. A video blog with adequate text to introduce and provide a synopsis of the video can make all the difference in terms of SEO value.

SEO: SEO or search engine optimization is a long term strategy! Yes, there are certain tweaks and some people believe Google provides a bit of a nod to new entities on the web…but that is debatable. Google is King Kong on the Internet right now and they are changing their algorithms constantly. The best strategy is one that is keyword rich and delivers superior content.

Video, Article, and Social Media Delivery Software and Memberships: There are several delivery systems in the form of membership sites and software that can be used to make you job easier. It is crucial to use these systems in order to reduce the amount of time you must spend on tedious projects…or get your employees in on it and have them do it. In the long run, your labor costs will kill you. It is best to use the membership sites available to you. We will review many of these as we progress.

Video Creation: There are several video sharing and video creation sites online. Animoto is simple and effective for creating short, interesting videos. Vimeo, Viddler, YouTube, Dailymotion, and several other video sharing sites will allow you to add your own logo and message for a fee. It is well worth it long term. While placing YouTube videos on your blog and website may be cost effective short term, long term you want to create your own identity without relying on YouTube. I have integrated my Flip MinoHD videos through Camtasia to Screencast. Others use Amazon’s video platform and still others Brightcove. Whatever the platform, make sure you learn all the ins and outs, so it remains trouble-free and cost effective!

In the next article I will discuss several sites I recommend you set up profiles on and how to do it for next to nothing and with little effort. Your profile should be keyword rich and your image a professional and/or easily identifiable one. In addition to Google’s Keyword Tool, I sincerely feel that Market Samurai is the class online at this time. Check it out for free & then upgrade if you like it!

I love it!

Discussion: We will discuss any questions or comments you may have and raise here. I hope this helps you as you begin, at once, to create your new and Ultimate Internet Image…or help others to get there!

I look forward to sharing ideas and/or working with you and believe we can position you to do great things in your niche as a brick and mortar business, an online business, or as an Internet, inbound marketing consultancy!

John Zajaros (Jack)
The Ultimate Internet Image
Lakewood, Ohio 44107
440-821-7018 (cell)
johnzajaros@gmail.com

Note: Just assume links are affiliate links and that way there can be no misunderstandings!

Social Media, Reciprocity, and Active Engagement

Courtesy and Personality

I am often asked how my Twitter following grew to over 25,000. How I have over 4,000 connections on LinkedIn. Those who know me ask how, across 1600 social media sites online, I was able to add over 50,000 social media friends, contacts, connections, and followers.

How?

What’s your secret?

I have thought about this a lot!

I am a relative unknown. I don’t particularly like socializing and usually stay to myself and people I am familiar with when out. I am slow to wwarm up to people and 2 years ago I didn’t have or know how to set up a website, much less know what Twitter or Facebook or YouTube was. The only reason I knew about MySpace was because my kids were on it and it was talked about in the media all the time.

I was less than a novice, if that is possible, and knew less than nothing!

When I joined Twitter on December 18, 2008 I nursed a grand total of 218 followers into March of the New Year and still had no clue what I was doing when it came to social media and Internet marketing.

Inbound marketing?

Again, less than nothing!

But I am a fast study and I realized several things right off the bat:

• The Internet was simply a communication vehicle, albeit an extremely powerful one.
• Social media was a communication vehicle within a communication vehicle and also an extremely powerful one.
• Social media was a reflection of a need expressed throughout society, a need for connection and meaning.
• Video sharing was an extension of social media and just another way to share and connect.
• Social media wasn’t about building a huge amount of followers all at once, as many people seemed intent on doing at the time.
• Social media was like the Breck commercial, one of the most famous marketing campaigns in the history of marketing. I tell two people…and they tell two people…and so on…and so on…and so on! The root of viral communication, pun intended!
• Social media was not about selling stuff online, it was about:
  • Making connections
  • Building relationships
  • Building trust
  • Forming bonds
• Social media was about converting all of the above into a Win-Win for both parties in the relationship!

But a funny thing happened on the way to meaningful social media interaction…marketing happened.

Bad marketing!

Social media marketing!

The fact is, social media has very little to do with direct marketing, it is almost anathma to what social media is all about:

• Connections
• Relationships
• Trust
• Bonds

The challenge is, everyone wants to be Dell and Southwest Airlines.

The fact is, most are not!

Yes, Dell made 3 million with social media. But Dell is Dell and has spent many millions over many years creating brand awareness. Southwest Airlines is Southwest Airlines, arguably one of the most successful customer service companies in history, in any sector, in any line of business!

Southwest and Dell did not start out on the Internet two years ago with zero visibility and no brand awareness and throw up a Facebook Page and a Twitter Page and make millions from day one. They did it the old fashioned way, they earned it over several years, banging it out, one day at a time.

No secret!

No mystery!

Solid marketing that carried over into a new medium.

Enter John Zajaros and The Ultimate Internet Image, Joe Dokes and Joe’s Auto Shop, or Julie Smith and Julie’s Flowers…or whatever.

We enter social media from basically the same space, square one!

For those you us who have little or no brand identity, little or no Internet savvy, and little or no real capital behind our inbound marketing efforts, we must do it the old fashioned way too…we have to go out and earn it.

That means one day at a time, one connection at a time, done over time, and in such a way that it benefits both parties.

In other words, we push each other up!

How?

• Spreading each other’s posts, messages, videos, tweets, etc.
• Sharing each other’s links.
• Reading each others blogs.
• Watching each other’s videos.
• Following each other back.
• Responding to open questions put to the entire commiunity, the social media community.
• Responding to each others messages.
• And much more…

Finally, and this one is so intuitive and yet is never done…show appreciation!

To say:

• “I care!”
• “You matter!”
• “You’re welcome!”
• And the biggest one of all? “Thank you!”

It is incredible how many times a day people fail to say those two magic words, any of them, but especially…

…“Thank you!”

“Please!” and “Thank You!”

Common courtesy!

The secret to building a social media following?

The secret to success at anything in life?

Push others up and show gratitude for the opportunity to connect, to be a part of someone else’s life, to contribute to the “Greater Good!”

Sound naïve?

Sound a bit starry-eyed and utopian?

Not at all!

Common courtesy and reciprocity have been around since we were all running around in tribes.

No, not Seth Godin type tribes…although he is dead on!

It is what makes us human and it is why social media is such a big hit…because people are thirsty for that connection, that sense of oneness, and that sense of being appreciated.

Want to succeed online?

In business?

In life?

Make someone else feel special, make someone else feel important, make someone else feel like you noticed them; and make sure it’s not just for some relationship ROI cr#p but because you really care about people. Do that and you will succeed in every aspect of your life.

If you are focused on where your next 1000 Twitter followers are going to come from…

Good luck!

If you are focused on how you can make a difference in soemone’s life…

You don’t need me!

This has been building up for a while. I thought this a good time to bring it up.

Thank you for reading this and I hope it resonated with you on some level.

If it did? Please leave a comment?

If it didn’t? Please leave a comment!

In any case, please leave a comment!

Thank you!

John Zajaros
The Ultimate Internet Image
Lakewood, Ohio 44107
216-712-7004

Follow Up with Chris Arnold, Founder of TweetPivot

Imagine the pleasure and surprise when I received an @Reply from Chris Arnold, founder and the brains behind TweetPivot first thing this morning!

Chris was responding to a feature I added to this week’s Inbound Marketing Week in Review: A Hard Look at Social Media Klout, a segment on one of the newest, and certainly one of the most creative Twitter applications to date!

Do you want to know what kind of a person Chris is?

Chris took time out of his evening, on his wedding anniversary, to spend time with me and answer questions I am certain most of my readers would like to have answered. Not only that, he left the door open for future conversations.

There is little doubt in my mind that TweetPivot has real potential on several levels!

Not only is TweetPivot intriguing and fun, it is a powerful information resource with real world marketing possibilities.

So, instead of taking up any more of your time, I thought I would simply add the interview and allow you to see for yourself just what TweetPivot is about and get some idea of where it is going.

Thank you for your continued support.

Please leave a comment and let us know what you think!

John Zajaros
The Ultimate Internet Image
Lakewood, Ohio 44107
216-712-7004

PS, Don’t forget to subscribe to The Ultimate Internet Image. Subscribers will receive a free copy of Inbound Marketing A through Z on September 7, 2010.

PPS, Follow Chris Arnold @GoodCoffeeCode and check out his personal blog Good Coffee Good Code. You gotta love anyone who has listed as one of his favorite books The Lord of the Rings! I read it for the first time in the summer of 1971. Boy, all of the sudden I feel old!

Understanding the Importance of Social Media for Offline Businesses

Long-time business owners may not think social media and offline business should coexist, but in realtiy, and particularly in today’s marketplace, a social media presence is essential. Brick and mortar businesses can use social media for branding, gaining name recognition and visibility at an extremely reasonable cost. Social media and inbound marketing are valuable tools in an advertising toolkit and should be an integral part of any business’s marketing strategy. Social media is also called the new media marketing.

How can you become involved in social media as an offline business? Start with a blog about your business and what you do. Be sure to update the blog often and encourage participation by way comments. You can research, discovering which social networks your customers use and become a presence on those networks. For example, you can create a Facebook page and invite customers and friends to visit your page. The page will link back to your blog and drive traffic back to your site and provide additional exposure for your business, thus increasing brand awareness.

Twitter is a very popular social media network. Most followers on Twitter are very loyal and will help promote your brand providing you engage without spamming. You must learn the social rules of Twitter and follow them accordingly or you will lose more clients than you will gain but if you use the proper etiquette you will profit for your involvement.

To make social networking work for your company, you must provide useful content that people will want to share. Bloggers today are becoming a leading source of information; work on building relationships with other bloggers through social media networks and they will provide valuable links for you.

Several social networks are specialized for businesses.

Examples include:

LinkedIn

ecademy

Xing

XeeSm

Naymz

viadeo

Explore these and other business/social media sites for the best fit for your company. It may not be wise just to join a large number of networks that you cannot maintain.

LinkedIn is one of the largest and most popular social networking platforms for business. By forming a LinkedIn group related to your company, you can attract possible sales leads. Ask your employees and others in your field to join your group. The group page will be linked to your blog, so users can find you easily. As an expert in your field, you can also answer questions on LinkedIn and gain exposure in that way.

Ecademy, spelled ecademy (small “e”), is another social network for companies and has grown quickly, having a loyal membership base. Ecademy allows you to post your business profile and connect with other entrepreneurs. Business owners can receive advice as well as promote their own services worldwide. Networking groups are a popular destination on ecademy.

Xing claims to be the number one business/social network in Europe. Over eight million people use Xing. Xing sets up connections between businesses so they can find others to meet their needs and sell their services and products. You can search among all the professionals listed to find the right match for your needs. Xing also features groups and popular events, where you can meet other network users. Job seekers will find a separate application for them on Xing.

Naymz is an online network that offers some different features from some of the other business networks. Over one million people subscribe to this free service. Naymz offers a blogging feature and identity verification, among other things. The main idea on Naymz is to establish a positive reputation. Users build their reputation score through various assessments. If you have a high-scoring reputation on Naymz, the network will provide you with a sponsored Google listing. Naymz also assists in monitoring internet sources for any time your name appears online.

XeeSM states that they are “a social business application platform.” Professionals can keep all their contacts and their individual social networks together in an orderly fashion. Salespeople are able to reach clients through any number of social media; therefore, time and money are saved. XeeSM also provides a way for recruiters and job seekers to find one another quickly. XeeSM also offers various applications, including a business level app that is quite useful.

Brick and mortar business should embrace new media, inbound marketing, Web 2.0, etc. Social media is a low-cost way to build your image worldwide. Social media and inbound marketing are the future of advertising; it is better to become involved sooner than later but in the right way, with an overall marketing strategy designed to create brand awareness and a unique online identity, the ultimate Internet image.

Would you like to talk about your business’s social media strategy? Allow us to help you create brand awareness and a social media identity that will connect with your target audience!

Contact Us Today!

John Zajaros

The Ultimate Internet Image
Lakewood, Ohio 44107
216-712-7004 (bus)
440-821-7018 (cell)
johnz@ultimateinternetimage.com

The Ultimate Internet Image Begins with The Ultimate Real World Relationship

I have been in business in one way or another for almost my entire adult life, since the age of 19. The power of relationship building, regardless of the setting, from the army to academia, has been the reason for my success and has defined who I am today.

Several wise men and women have all echoed the same sentiment:

Your Business Defines and is Defined by Who You Are as An Individual!

I would agree with the above and expand upon it:

We Are Defined By Our Commitments to Each Other and By How Well We Honor Them!

Interestingly, as a salesperson, I never worked well with others, my peers I mean.

Why?

To be perfectly frank about it, I was never a very good salesman!

What I have always been is a very good people-person!

I have never made a sale in my life, and yet I have made tens of thousands in a single month selling.

Why?

Because I do not sell anything, ever, I build a relationship and the sale takes care of itself!

The thing most salespeople miss, the quality I built a reputation and several businesses on, is the relationship!

The sale is the beginning of the relationship, not the end. In fact, everything flows from that initial transaction…the sale comes later.

Let me explain!

At times a sale is made because someone has a specific and immediate need.

The Process!

However, very often the sale is preceded by a process. The process is initiated by a connection of some sort, a feeling out process, if you will.

The Connection!

The connection is made and, if comfortable and determined to be mutually beneficial, it leads to a relationship.

The Relationship!

The relationship is built upon a connection, if the connection is found to be a good one, mutually beneficial to both parties, a relationship is formed.

Trust!

Trusting someone is a big step, difficult for many, impossible for some…and for good reason!

However, without trust, there will be no transaction…of any kind! The relationship is the first test in the process of developing trust.

Interestingly, the Internet has brought forth an amazing transformation, the world is indeed a smaller place. Social media is a window into our thirst for connections, for relationship building, and for friendship…but it entails trust!

Social media marketing, when misunderstood, is often a perversion of the relationship building process.

Social media marketing attempts to capitalize on the longing for connection and relationship building.

Interestingly, most fail to get the nuances of the milieu and pervert the relationship building process, failing miserably and claiming that social media marketing doesn’t work!

Social media marketing fails because the marketer is focused on the marketing and not on the relationship…the center, the linchpin of it all!

Social media is a mirror into the psyche of modern humans; and, it has yielded an interesting challenge:

Who can we trust? In fact, can we trust anyone?

It is a sad commentary on life when the most common phrase most people think of when they think of trust is:

“Don’t trust anyone!”

So, how do we develop trust? How do we break through the defenses in place?

Time and Effort = Results and Experience!

With time, patience, and effort, baby steps if you will, we achieve noticeable results and that experience allows trust to grow. The more time, the more effort, the more results…and our experience with an individual or company builds.

The Bond of Friendship!

With time and effort trust allows a bond to form and the bond builds and friendship is born!

Friendship may have many different forms but the process and the basis are the same:

Connection…Relationship…Time….Effort….Bond…Friendship…Sacred Trust!

To be perfectly honest with you, I’ve had very few clients in my life, fewer customers…I have had a lot of friends who I do business with!

You see, if a friend trusts you with their livelihood, you will honor that relationship with the best you have to offer!

If you provide the best, and take every relationship, marketing or otherwise, to heart, you will never fail.

If a friend trusts you with his or her business, they are demonstrating the ultimate form of trust.

Why?

Because their livelihood, in fact their well-being, and that of their loved ones, is in your hands!

Sacred Trust!

Ultimately, if you take this approach and internalize the mindset, you will never fail! In fact, you will have more business than you can possibly handle!

If you view every relationship as a sale, part of the marketing process and nothing more, you are doomed to repeated
failure.

Success and/or Failure is a Consequence of Mindset!

If you treat your customers as clients, your clients as friends, your friends with the same trust they place in you, and honor it, you will never go hungry for business or the real nourishment we all crave…

…the connection, built into a relationship, yielding trust, solidified by a bond, resulting in a lifelong friendship made stronger by the sacred trust conferred upon those we value enough to call…friend!

The money will take care of itself…always!

In fact, money will become an afterthought!

The real value, what defines us, will be the number of friendships we have forged over a lifetime.

Time and Effort

The satisfaction of helping others, the effort, combined with time, yielding a friendship and building into a sacred trust will yield success beyond measure:

Financial – Personal – Spiritual!

Treat your customers as clients, your clients as friends, and your friends as family…you will never know lasting failure!

Contact me anytime!

John

Professor John P. J. Zajaros, Sr.
216-712-6526 (24/7)
216-539-7412 (24/7)
Skype: johnzajaros1
johnz@ultimateinternetimage.com
excellencepaidforward@gmail.com (for a personal response)

PS, For a free in depth consultation and competitive analysis contact me at the numbers above, I will return the request personally!

Launched in 2003, LinkedIn is a professional networking site with a membership of over 40 million and growing daily. While it is a form of social media, Web 2.0, LinkedIn serves a more definitive role as a relationship building tool and as a business networking community, one often under-utilized.

The networking platform has the same basic features as other Web 2.0 sites ¬– members create a profile, list their educational and employment experience, interests, upload a picture, post a link to their website or blog…the usual information. Interestingly, while immensely popular with business and professional people, many members are yet unaware of the full power of the networking platform, as well as the various capabilities and features of available to LinkedIn members.

Business Identity: Internet and Offline Image

In addition to the social aspects of LinkedIn, the site is regularly visited by those seeking confirmation of an individual’s credentials and reputation, not only within LinkedIn, but as an established entity in the business community. Lack of a LinkedIn profile may be quite costly and many who have yet to fully develop their LinkedIn identity may be missing a real opportunity for exposure and validation. LinkedIn is an excellent place to develop and enhance your online identity, your Internet image, per se.

LinkedIn’s Influence

LinkedIn’s power, once recognized and fully appreciated, is quite persuasive. LinkedIn is heavily trafficked not only by human resource personnel but by prospective clients and customers seeking additional information during the information gathering stages of a relationship. In fact, all 500 of the Fortune 500 companies are represented on LinkedIn. Social media and networking platform to be sure, but it is also a wonderful marketplace for those seeking employees and employment, including freelancers looking for new relationships and assignments.

LinkedIn’s Profile: Your Online Resume

The LinkedIn profile is your executive resume online and should be treated as such. The profile is the first impression, either a great one that states “I am someone to be taken seriously” or, conversely, “I am incomplete, look elsewhere!” For this reason, the profile should be as professional and as thorough as possible. When developing your online image, list your current or last held position, as well as past companies and affiliations. Set your profile to “Full View,” in order to make your information available for search engines to index, and customize your public profile’s URL to be your actual name, not some obscure nickname; in other words, brand yourself. This can all be quite easily accomplished through the “Accounts & Settings” tab under “Public Profile”. Including a link to your LinkedIn profile in your email signature, and also when you comment on blogs, are great ways to improve your connect-ability and your professional identity.

LinkedIn and Connections: The Power of the Network

Probably the most important aspect of a LinkedIn membership is the ability to make connections. Connections are to LinkedIn, what followers are to Twitter, and friends are to Facebook. Significantly, there is data to suggest that the “link” between connections on LinkedIn has a much greater and lasting effect, and affect, than either of the two aforementioned social media platforms.

LinkedIn’s Reach

LinkedIn members, those who are “linked-in,” build a contact network by inviting others, users and non-users, to become a part of their network. Members join a network by agreeing to “connect” and non-users may join, and take advantage of a wide array of benefits, depending on membership level, or create a public profile at no charge with limited access to the features of the paid membership. Your profile will also assist past and present associates, clients and partners in finding you. Features can assist members link-up with past employers and employees, various alumni groups, and other associations and groups. An individual’s network is then built based on connections, your connections’ connections, and the people they know through 3 levels. Making connections in this fashion is designed to build trust among members, and has the potential to link you to tens of thousands of professionals. People are more likely to do business with or hire someone who comes recommended by another individual or company who they know and trust.

LinkedIn and the Power of the Group

If you would like to connect specifically with members based on interests, affiliations and goals, you can also join or create a LinkedIn Group. LinkedIn groups can be created by anyone for any purpose. The most popular groups are those with a networking focus, primarily networking with others in a specific area of expertise. After networking, professional education and information sharing are very popular group memberships. Basically, the possibilities are endless when it comes to group formation and affiliation, if two or more people come together, a group is formed.
LinkedIn’s “Advanced Search” feature can be a valuable tool whether you are seeking a new position, or want to assess the competition, research a perspective employer’s current workforce and turnover rate, or get to know more about the individual interests and accomplishments of those you may be considering working with. You can also use the “Advanced Search” to find people with similar education backgrounds and/or technical skills; and, to find out what companies they are currently employed by, or see who within your network may be initiating a new startup. The possibilities for using the LinkedIn search are myriad, it is a powerful information gathering tool when applied properly.

LinkedIn Answers: Ask and It Shall Be Answered!

The newest feature to be added to the site, “LinkedIn Answers,” allows you to ask for advice. Members can broadcast a business-related question and seek responses from both their network and the greater LinkedIn network. Let’s say you were looking for an accountant qualified in a certain area, or trying to gauge the appropriate salary range for a particular position, this would be an excellent forum from which to receive valuable responses.

Some other interesting statistics to consider when weighing the value of getting LinkedIn:

- People with twenty or more connections are over 30 times more likely to be approached with a job opportunity
- A company’s decision maker tends to be the more active user of the site
- The greater the number of connections the greater the likelihood of higher personal income

The Ultimate Internet Image and LinkedIn: Recommendations and Referrals

One of the most attractive features of a LinkedIn membership is the ability to give and receive recommendations. The recommendations are not only in the nature of peer reviews and recommendations but also recommendations from business clients, associates, colleagues, and employers. The LinkedIn recommendation, received in such a manner, is an invaluable tool not only in job-seeking but as an image and business building tool. The public nature and cumulative effect of such recommendations adds additional weight and value to the recommendation, not only enhancing one’s status and reputation within the LinkedIn community, but as a tool to be used by anyone seeking an objective evaluation of the individual’s credibility and competence, given by his or her peers.

LinkedIn: Do Not Be Caught Online Without It!

Overall, the LinkedIn membership is a vital asset for any business person, online or offline, interested in building a network for personal promotion and advancement, as well as for the promotion of business interests. LinkedIn membership is also a not-so-subtle message to anyone interested that an individual is at least established enough to have taken the time to build a relationship with his or her peers and to have been recognized as a colleague and a peer by those interested enough to make a connection with them. The connection, an active process of approval within the LinkedIn community, further validates the status of the individual members within the business community…or at least within the LinkedIn membership, which is basically one and the same. Ultimately, no serious marketer with an online presence should be without a LinkedIn membership and an active and engaging profile; thus assuring the Ultimate Internet Image!

Professor John P. J. Zajaros, Sr., CEO and Founder
216-712-6526
Skype: johnzajaros1
johnz@johnzajaros.com
johnz@ultimateinternetimage.com

The merging of a comprehensive social media marketing strategy, also referred to by many as Web 2.0 marketing, with an overarching, inbound marketing campaign is crucial if our goal is to fully optimize advertising and marketing strategies online. The Internet marketing campaign, both in terms of monetization and branding, must reflect an understanding as well as a synthesis, an integration of the various tools, applications, and platforms available and necessary for an effective inbound marketing campaign. In order to achieve the ultimate Internet image, in other words, in order to effectively brand yourself and your product, you must pursue and implement a program designed to optimize the best Web 2.0 has to offer with various other “new media,” Internet marketing techniques (e.g., email marketing, on-site marketing, affiliate marketing, free advertising, etc). In order to fully exploit the growing popularity of social media generally, and certain social networking and video-sharing sites specifically, it must be understood that there is a major sift underway, a transition taking place on the Internet today. While I have addressed this transition at some length in previous articles, I will review and also discuss the various usage trends evident on the web, particularly as they relate to new media and online business.

Social Media and the Twitter Hawks’ Promise!

Social networking sites are myriad, with more popping up every day. Social bookmarking and video-sharing sites are just as plentiful. That being the case, it is imperative we understand the transition and the trends underway and ongoing if, as Internet marketers, we wish to take advantage of the veritable gold rush underway on the web today. However, a word of caution! While I use the phrase gold rush, I must add a caveat. Without the proper understanding, preparation, and an intelligent, well thought out inbound marketing strategy, the online campaign will come up bust every time.

Vanishing: Attrition and Social Media

There are marketers disappearing as fast as they appear, 60% attrition from Twitter at last report, because they simply do not understand the intricacies, the balance, and the psychology underlying this rush to gold. Certainly it is true that not all of the 60% are or ever were marketers but the drop off is illustrative of just how fast the attraction and the luster fades. Interestingly, certain social media sites have come, and others gone, while you read this article, some fading into oblivion and others popping up to take their place.

The Twitter Gold Rush

Many of the Twitter marketers (i.e., Twits, Twitterers or Tweeple) find out quite rapidly that a simple link doesn’t convert as well as the Twitter Hawks, I term I coined to label those individuals selling the dream, the “picks and shovels” to Tweeple looking to cash in on the Internet version of the California Gold Rush or was it the Alaska Gold Rush? Many soon discover it takes more than a metaphorical pick and shovel, meaning the latest load of rehashed and replayed Twitter marketing “stuff,” a lot nicer than the four letter word I was considering for a lot of it, from one of the myriad of Twitter marketing “gurus,” some with almost no followers and following even fewer…but they are experts? The Twitter Hawks out there are just waiting for the next 49er to come along, dreaming of gold and panning for it on Twitter, facebook, or perhaps YouTube.

Twitter and Four Letter Words,br>

I mention Twitter because it is illustrative and symptomatic of a much deeper problem on the web generally, and within social media specifically. I am speaking of what rests at the very base, in fact is the basis of any effective marketing campaign, online or offline traditional brick and mortar, anywhere in the world, and in any field. The problem has to do with a clear lack of understanding of the sales process. Yes, we call it all kinds of fancy names in order to avoid saying the “S” word, that four letter word everyone hates. You see, S…E…L…L…is the ultimate four letter word! “I can’t SELL!” “Do I have to SELL anything?” “Will it involve having to SELL something?” “I didn’t know I’d have to SELL anything!” The best one, “He just wants to SELL me something!” The list goes on and the italicized emphasis placed on the four letter word doesn’t do the disdain, the utter contempt, the revulsion and/or the fear associated with the word justice. But it the best I can do.

I am certain you can hear people in your mind as you read the quotes, these are real and I have heard them all, so have most of you. Have you ever uttered any of the above quotes? Certainly! We don’t like to be S…O…L…D…we like to buy! The irony here should be immediately apparent. In order for you to buy anything, someone else has to do that four letter word to you. Interesting!

The S…A…L…E…and the Sales Process

We refer to the sales process, selling and sales, in many different ways, some are: online business; Internet marketing; inbound marketing; new media marketing; old media and/or outbound advertising; and, just about anything else but what it is, a S…A…L…E!
Significantly, what many are talking about when speaking of sales and marketing is getting someone to take out their wallet and plunk down some cash. Interestingly, a sale is more than just an action and a transaction, much more! You see, you are selling when you get someone to donate their time, listen to your teleseminar, follow your tweets, check out a favorite quote, read a book you recommend, click on your link, join you on LinkedIn or facebook or friendfeed, etc.

It’s About Selling!

So, whatever you do, wherever you do it, most of it is selling. Sometimes sales is about cash, occasionally a lot of cash! And that may actually retard the selling process, we will talk about why in a upcoming article, but selling is not about the cash, it never is, never has been. Cash is a byproduct of the sale, small letters and no emphasis. Sales is about what makes sites like Twitter and facebook and the hundreds of others popular, it’s about the connection, the relationship, the bond that forms before most sales are ever made. Let me say that again…

…it’s about the connection, the relationship, the bond!

Tweeple, the S…A…L…E…and Self

Unfortunately, many Tweeple, in fact most people new to sales, advertising, and marketing simply do not have what it takes to make a sale, much less a S…A…L…E! There is a secret to selling and I am going to share it with you here. I’m going to share it with you so you too may have the success I have had over the years, as a direct result of selling. Yes, selling! You see, life is a sales and marketing process, all of it. If you are successful at selling your self, you will find a mate. If you are successful at selling your self, you will get a good job. If you are successful at selling your self, your kids will listen to and respect you. If you are successful at selling your self, the youth soccer team you coach will listen to you…and they may even win a game or two. Get the idea? Life is a sales process, every hour or every day…sales!

The Other Four Letter Word!

Did you notice something else? S…E…L…F…is also a four letter word, one just as detrimental to the sales process as the word S…E…L…L! So, get your S…E…L…F…out of the sales process and make your prospective client’s self-interest your focus!

The Secret and The Close…Another Four Letter Word

Oh yeah! The secret? The secret is two-fold and you have the answer above. The secret is that there is no sales process! If you attempt to S…E…L…L…anything, you will fail. Yes, you may close the S…A…L…E, and close should be another four letter word. A lasting relationship, one built on a connection and a bond, means you will have a steady client, referrals, and repeat business. The close? Closing someone leads to cancellations, an unhappy client, and clients focused on one thing, price! The price fixation is never a good situation, always a bad S…A…L…E!

It’s About 3 Things!

Selling is about what? Yes, that’s right! The sales process is all about the connection, the relationship, and the bond. I have always been an unconventional salesman. I have never followed a sales script, never. If an employer wanted me to follow a script, the script I followed was an exit script. Why? You already know the answer! I made a connection, that connection led to a relationship, that relationship led to a bond, and the bond allowed for trust, the trust enabled the sales process to culminate in another relationship, one based on a relationship combined with self interest, the client’s self interest…not my S…E…L…F, and certainly not because I made a S…A…L…E!

Internet Image and Social Media

Inbound marketing is a process, it begins with a connection, the connection leads to a relationship, the relationship leads to a bond, and once a bond is formed, another type of relationship builds, a mutual one, one profitable to both parties. Social media is an integral component in the connection/relationship/bond building model, but just one aspect, one ingredient. In fact, there are several key components, all necessary if a traditional brick and mortar business is making the move to an online presence or an Internet marketing concern is stepping up its Internet image. In either case there is one absolute, social media is about the connection and the beginnings of a relationship, to achieve the next component, the bond, the business, offline or online, will require additional steps to ensure its success. In the upcoming three articles we will deal with the various aspects of social media, social bookmarking, and video-sharing sites. Next, in Part II, we will discuss the various social media platforms and how to best integrate them into what will become the ultimate Internet image!

Contact The Ultimate Internet Image for a free comprehensive analysis!

Professor John P. J. Zajaros, Sr.
216-712-6526
Skype: johnzajaros1
johnz@ultimateinternetimage.com