I, along with thousands of others have been sent an email from LinkedIn. Informing us that we are in the Top 1%, 5% or 10% viewed profiles on LinkedIn in 2012 and as you may have seen I shared it on Facebook, Twitter and LinkedIn. I thought to myself isn’t that nice… Getting a Thank you from such a large organisation for being part of their community.
Somebody mentioned on Twitter that “this is Spam and to be careful“.
After sleeping on it, I feel that this is Social Media.
Social Media is about engaging your audience, getting them involved, making them feel special and that is what LinkedIn has done for thousands of its connections.
#LinkedInBlueRibbonGate – You can see the full story here by Nancy Miller: http://www.fastcompany.com/3005881/disappointing-truth-behind-your-linkedin-blue-ribbon
Most Social Media is unsolicited, unasked for but we get it anyway. For example when your friend likes someone else status and you see it in your Ticker. You didn’t ask for it, but it was shown to you anyway. Otherwise known as “Social Spam”.
LinkedIn has used the power of its users to help get the word out. They want people to come back to LinkedIn, just like you want people to come back to your Facebook Pages, Websites and Twitter Accounts.
When asked what value being in the upper crust confers on its users, a LinkedIn rep replied that “The practical upside to being the top 1% or 5% is that we believe the more engaged you are on LinkedIn, the better you will be in the job that you currently have, and the better connected when you are seeking a new job.” LinkedIn began practice of congratulating top users for their elect status in March 2011, when it surpassed 100 million users. At that point, Co-Founder Reid Hoffman sent out emails thanking the networks’ first one million members.
Taken from Mashable
So when was the last time you engaged so well with your audience, they shared a part of you or your company with other people?
When did you get them involved in the marketing of your company and most importantly when was the last time you made one of your clients feel special?
You may have heard me talk in my presentations about “the experience” and to get an experience online you need to make people feel, whether it’s good or bad.
LinkedIn has given its users the experience of feeling important and wanting them to be involved even more, which has then spurred the users on to share the news across the Social space.
So there may be sceptics out there with regards to the #LinkedInBlueRibbonGate but LinkedIn have managed to do what most companies cannot. Great Marketing!
Let me know what you think about #LinkedInBlueRibbonGate and if you got an email.
Hi Amanda
I see where you are coming from with your comments, but there is also a downside. so many of my Twitter contacts were proudly posting their great success on Linked in, that I immediately smelt a rat, and tweeted that also. The danger is that I my feelings towards those (sorry) who immediately publicised this are unavoidably negative, and it also colours my view of Linked in the trust and respect in both instances will take some time to rebuild.
So yes, LinkedIn has got increased exposure, but at what cost to its integrity and reputation?
Hi Amanda,
I, like Richard, felt something was not quite right when there were a number of people, across all platforms, who had received emails (myself included 1%).
I agree with you though in that it is a classic case of social media at its very best.
I think I will stick to my theory that this (my top 1%) is a logical result of my great charisma, good looks and efforts on LinkedIn!
Life is good fun when not taken too seriously. Works for LinkedIn too…
Scott
Hi Richard,
Thank you for your comment. I do see where your coming from and I do think it is human nature to share something with others when you feel good about it. Which is why people shared their result on all Social Media platforms. I don’t think its negative. Companies like LinkedIn are here to do the same as us, which is essentially to make money and grow.
People were not hurt in this marketing exercise, so really its not that bad, just a little disappointing for some.
The people who got the emails over the people who didn’t, had actually contributed to LinkedIn in some way with certain parameters stipulated by LinkedIn, its just that as users we were not informed.
Amanda
Hi Scott,
Thanks for your feedback.
Yeah, I agree take things too seriously and you’ll loose the fun about Social Media.
Its still a growing and consistently changing marketing medium, which means that people/businesses are still experimenting with how it works to find the best way for them.
Essentially is what marketing is all about, trying and testing and if it doesn’t work don’t do it again or maybe do it differently.
As technologies change, marketing methods will change.
Amanda
I agree wholeheartedly with your comments. LinkedIn brilliantly marketed the idea knowing it would viral.
Lessons to be learnt from this well conceived and well executed strategy.
Thanks for your comments Lee! I too think it was a great way to market themselves and make their audience feel special!
Hi Amanda, I got mine and was initially quite chuffed with myself until I realised that everybody I was connected to had received the same thing!
Clever piece of marketing if it was just intended to increase activity on LinkedIn but just hope it hasn’t damaged any reputation that it had with some people as a result.
Thanks for your comment Alan!
I think it has annoyed a few people for either not sending them one, or for it not being true but thats about it… LinkedIn is still the most professional Social Media Platform on the market. But yes, very clever!
Hi Amanda,
I think it was a great campaign from LinkedIn and an extension of their traffic driving engine. The endorsements being another section that drives you back to the site.
Have to admit I got the 1% message and tweeted about it. But then felt bad for friends who did so with top 5% or 10% profiles. Still stellar effort and good traffic driver.