Marketing 05. Social Media. Gaining exposure. Google yourself. Visibility + Relevance. What about LinkedIn?

1. Personal Branding
2018 / @JoanTubau

2. Marketing 05. Social Media

4. Like, dopamine shot
Shut down your ego

10. Give, give, give. Then ask
Call to action. Offer a fast, simple way to connect

14. Show expertise... get hired. Promotion, channel, price
Only first-rate content. Connecting with right people

16. Testimonials. Tangible results from previous projects
It works everywhere except [let me guess]... LinkedIn

18. LinkedIn freaks. What's wrong with these guys?
Signal: Don't get too close, it may be contagious

22. SM marketing: Awareness + Image. In a different way
Public relations & Customer service. Build community

24. Adapt message to format. Smartphone consumption
Content cookie first. Then offer a link to the big cake

27. Newsletter popup? Too fast for a first date
Only one shot. Right moment, right pitch

31. CM rules: Good vibes + Emojis + High School jokes
As a society, we need to have a discussion about this

34. Everyone in SM is posting the same Coelho-clichés
'Enjoying life. CEO of my destiny, boss of my heart'

36. Ravikant: 'Escape competition through authenticity'
Minimize all signaling actions, behaviors, purchases

38. The digital footprint
Don't do that. Really

46. What does your brand stand for? Depth, not width
Where [audience X] finds [content Y] for [benefit Z]

47. Your Digital Strategy Shouldn’t Be About Attention (Umair Haque)
The holy grail may be virality, but the goal of today's digital strategy is connection
Marketing rules were built to sell miraculously mass-made product to a stable,
secure, sedated middle class forever ascending upwards into perfect prosperity
1. Titillating, not educating. What will your strategy help them become better at?
2. Making zombies, not superheroes. Attention without trust is not worth a dime
3. Infecting, not connecting. Forging living, breathing, long-term relationships
4. Communicating, not elevating. Find your true soul, in a place full of trolls

50. You Are What You Measure, Choose Your KPIs (Incentives) Wisely! (A. Kaushik)
1. Page views vs. Visitor loyalty
2. Revenue vs. Economic value
3. Time on site vs. Task completion rate
4. % of search traffic vs. Share of global search volume
5. # of followers (or fans or +1s) vs. Conversation rate
6. # of installs vs. 30 day actives

51. Hint: User satisfaction. Page views, perverse incentive
Slideshow reload (more ads, impacts). What about l/t?

53. Toxic consequences of focusing on the wrong metrics
Valuable information: Conversion rate, not followers

54. Pay-for-performance, CPM earnings. Clickbait!
0 loyalty, looking into behavior across sessions

57. Ronald Coase on data:
'If you torture it long enough it will confess anything'

59. Employees / citizens will optimize the X you establish
What do you want to measure? Analytics tied to value

61. Design
Details

63. The whole exists independently from the parts
Grouping principles. Proximity, similarity, etc.

68. Project X