WEBINAR 5/9: Leveraging LinkedIn to Prospect, Promote, Sell, & Succeed

Sponsored by ISA Marketing & Sales Summit

WEBINAR: Leveraging LinkedIn to Prospect, Promote, Sell, & Succeed
May 9, 2013 12:00 PM EDT


Can you sell products and promote company initiatives on LinkedIn? Did you know if a group manager takes action against your account in one LinkedIn group, you are now effectively blacklisted in ALL of your LinkedIn groups?

LinkedIn may be one of the best known, yet least (effectively) used tools for developing careers and promoting brands in social networking spaces. Often viewed as simply the realm of recruiters and resumes, LinkedIn actually is the only site dedicated purely to business.  Unlike Twitter, Facebook, and Google+, it’s virtually impossible to be in the automation industry (or any business for that matter) without a LinkedIn profile.

In this webinar, Joel Don, ISA Social Media Community Manager, will show you how to use LinkedIn as a tool for business and career networking, finding job opportunities, selling products, promoting brands and companies, and expanding your knowledge base. Learn from someone who has seen LinkedIn from both sides, as a member and a group manager.

Find out how LinkedIn users leverage the networking tool for maximum benefit, and how well-meaning members diminish the companies they represent by flooding LinkedIn groups with drive-by posts that are no more effective than email spam.

In this webinar, you will learn how to:
•  Post information on products or services that survives member and manager scrutiny
•  Maximize your profile and make sure you can be easily found on LinkedIn or via external Google, Yahoo, or Bing search
•  Look for job opportunities in unlikely places and expand your career potential via smart networking strategies
•  Tips and tricks for using LinkedIn and taking greater control of your profile while you are navigating the system.

Joel Don is founder and principal of Comm Strategies, a public relations and social media marketing consultancy founded in 1992.  Joel has provided marketing communications services to the industrial automation community for more than 15 years, working with companies such as Invensys Operations Management, Wonderware, SimSci-Esscor, Triconex, Software Toolbox, and Mtelligence, among others. In December 2012, Joel was appointed Social Media Community Manager for ISA. Joel’s prior experience focuses on technology and technology-related industries and organizations.  He was a public information officer for engineering, computer, and biomedical schools at the University of California and served as global PR manager for a Fortune 500 computer manufacturer. He started his career as a newspaper reporter for several regional dailies and was a contributing editor for national computer industry magazines. A keen interest in metrics and measurement, he developed and launched an online news portal for distributing company news and measuring the readership prior to the advent of today’s link-tracking systems. Joel earned a master’s degree in journalism from the Medill School of Journalism at Northwestern University and a bachelor’s degree in literature and communications from UC San Diego.

Botnet Warning to WordPress Bloggers: Change Admin User Name Now

Continuing on my spam topic mini-run, here’s an important notice for WordPress users. If you use the “admin” or “administrator” user name, change it now. Why? Because botnets are targeting WordPress accounts and, according to ZDnet, the worst is yet to come.

A botnet is a network of hundreds, thousands, or millions of compromised computers used to perform attacks, send spam, etc. Word from many credible sources, including WordPress itself, is that botnets are behind the brute force attacks on logins for WordPress sites that many of us have seen lately. According to blogger Chris Jean,

The goal of a brute force attack is to try as many username and password combinations as possible in order to find valid login credentials. It’s as if someone was trying to guess the combination on a combination lock, but rather than being limited to a single guess every few seconds, they could make hundreds or thousands of guesses a second while never getting tired.

The risks are that the botnets could hurt the performance of your system and get your site suspended due to the increased load. Or the bot could guess your login and compromise your entire site…and the server it’s running on.

So, double check your “users.” If you have “admin” or “administrator” in there, change it now. Jean has outlined a straightforward approach to making this change.

B2B Blogging: Anatomy of a Spam Comment

Blogs are an important tool for B2B marketing, as any inbound marketer worth their salt will tell you. They’re a great place to build credibility, demonstrate your brilliance on whatever topic it is that you want the industry to know you for, and start a bit of conversation flowing with some of the braver souls who are willing to publicly comment.

Not surprisingly, there’s tons of advice about blogging floating around in the digital ether. So let me just address one issue today: blog spamming.

[My apologies for the slightly tacky cartoon, but I couldn’t resist. I am fascinated by 3D printing. The spammers are sure to find a way to exploit that hot topic.]

Blog spamming is popular primarily as a way to get to the top of the search rankings. The rationale is that active blogs carry high authorship cred with the search engines. If you comment on the blog, especially a popular post, then a link from that comment back to your site is a win for your incoming links program.

NOTE: If you don’t know by now, content and incoming links are the primary drivers of search rankings.

Because of this spam commenting behavior, many popular blogs don’t allow links in comments. Gotta love those spammers for constantly messing up the legit work of we marketers. Sigh. Personally, I don’t mind links in blog comments as long as they’re from legit people who are making relevant comments. To ensure that, you need to moderate all comments on your blog. Otherwise you’re going to have a bunch of comments that look like the following (actual spam I just received):

Gladiola?!?! Too funny.

But blog spammers are getting cleverer. I just found the following comment on one of our client’s blogs:

Author: Kati Roese (IP: [deleted by me])
E-mail: [deleted by me]@gmail.com
URL: http://
Whois: [deleted by me]
Modern vehicle manufacturing nearly always includes a complete system of some kind from the factory when the car is assembled. This is referred to as the ‘stock’ system, or OEM system. These systems can be supplied by an exclusive vendor to the manufacturer to their specification, or other company that specializes in design or production of such equipment.”

Remember to look at our new internet site

This comment was added to a blog post that covered some of the cooler technologies at CES 2013. In that post, we mentioned the “connected car” — which I find fascinating from a technology perspective.

So, I had to stop and think before I deleted the post. It’s a fluffy comment, sure, but it’s got enough appropriate keywords that it makes you stop and think. Then I read down and saw the link to some islands in the Philippines and realized it was yet another spam. But I had to admit, it was better written than the usual nonsensical characters or the “I really like the way you think in this blog post, man” comments.

In the end, keep doing your blogging thing on a regular basis. But moderate all comments. Give guests the ability to set up profiles as you want to encourage regular participation. But moderate those, too. One of the blogs we work on just got hit with 30 spams in a row from the same site trying to set up a profile. Good luck with that 🙂

Marketing Wonders of the World: The List Begins

In this day and age, everything seems to be about marketing — politics, education, philanthropy…and the vast array of products and services that are made and sold. There are zillions of books and articles about the “7 Wonders of the World.” So why haven’t I seen anything about the “Marketing Wonders of the World?”

A few memorable marketing moments immediately cross my mind:

– The 2008 campaign that elected President Obama broke all sorts of records: dollars spent, contacts made, social media tools launched, etc. As John Quelch says in his Harvard Business Review blog post, “When the book is written on this election, it should not be titled “The Making of a President,” but “The Marketing of a President.” Barack Obama’s campaign is a case study in marketing excellence.”

– The Apple iPod/iTunes launch and how this innovative combination finally made digital music a legitimate (and profitable) business. Oh, and how Apple saved the butts of the recording companies, who had no idea how to handle the Internet except to send troops of lawyers after Napster.

But I’m going to start with something different. I’m going to give the Volkswagen’s AUTOSTADT the honor of being the 1st Marketing Wonder of the World.

Now you might think, oh come on, it’s just another fun auto museum. Well, yes and no. The Autostadt in Wolfsburg, Germany, is a brilliant combination of marketing and customer service, all rolled into a Disney-like day of fun. Oh, and it attracts 2 MILLION VISITORS A YEAR! According to Andrea Hiott, author of Thinking Small: The Long, Strange Trip of the Volkswagen Beetle:

In some way, the Autostadt is one giant advertisement, a public relations stunt on par with anything ever done by the likes of Edward Bernays [ed note: pioneer in the field of public relations]. In another way, it is a piece of modern art, a way of using the corporate world to advance the creative one. Being so technical and modern, and yet also being a place totally devoted to the love of cars, it’s certainly a place where emotion and reason are allowed to collide.

One of the most brilliant marketing bits of the Autostadt is how VW delivers cars to customers right there, in the middle of this playground. Two monstrous glass towers, 48 meters high, are fully automated, high-rise stacks that deliver an average of 600 vehicles per day. As you can see in the picture above, what a sight!

According to VW:

New cars are rolled over from the neighbouring Volkswagen plant using a robotic-pallet system mounted on rails. The cars are loaded into and fetched from the towers using two “car shuttles” or lifts per tower, each servicing 180° of the silo. Cars are loaded 24 hours in advance of their collection to ensure timely delivery aided by their close proximity to the Car Distribution Centre.

A signal which is activated by the customer-service agent sets one of the car shuttles in motion. The shuttle then selects the correct vehicle and conveys it to the centre of the tower from where it is gently lowered to the ground floor. Thereafter the new car rolls through a tunnel into the Car Distribution Centre. Here, in the LastFinish area, number plates are mounted before the customer takes final charge of the vehicle.

Customers watch as their new car is delivered to them. Volkswagen staff introduce each individual to their car, pointing out all the special bells and whistles. At the end of the day, customers jump into their beloved new VW and drive away through giant doors.

I learned to drive in a used, red Volkswagen bug. I’ll never forget the experience or the car. How’s that for a marketer’s dream come true?!

I’m taking nominations for the next Marketing Wonder of the World to add to the list. Who or what do you nominate?

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