party your way to social media success
TRANSCRIPT
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Party Your Way to Social Media SuccessJonathan Wilson
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Agenda• Bio• Presentation Goal: Happiness in Employment• Tangible: Party Story• Conceptual: Break Down the Steps• Practical: Show the steps are applicable to getting
a job + dominating social
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Companies I’ve Worked With
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Why Are We Here?
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Why Are We Here?
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Why Are We Here?
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http://touchdownalabama.net/tdawp/wp-content/uploads/2013/09/questioning-look.jpg
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator6
For Some, it’s
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator7
For others, it’s
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator8
Some prefer
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator9
Happy @ Work = Happy @ Life
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Why Are We Here?
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http://touchdownalabama.net/tdawp/wp-content/uploads/2013/09/questioning-look.jpg
Find Your Gig throughSocial Media!
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator11
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator12
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator13
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator14
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator15
HeadHunters
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator16
This can happen to you!
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
But First… A story!
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But First, a Story
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator18
Want 2 Party
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator19
Build GuestList
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator20
Prepares
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator21
Throws Party
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator22
Success!
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Why Are We Here?
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http://touchdownalabama.net/tdawp/wp-content/uploads/2013/09/questioning-look.jpg
Break it Down:SMM = Party
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator24
Plan
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Know Thyself
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Framework for Planning + Goal Setting
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Non-SMART Goal
I want to have a great party.
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator28
SMART Goal Example
“I want to host a costume party with 40 attendees on 12/14 at 10pm.”
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Non-SMART Goal
I want more Facebook followers.
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator30
SMART Goal Example
“I want to use Facebook to drive awareness about men’s health during Movember and make $100 in donations.”
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
From Goals to SMART Goals• Make Money• Connector• Build personal brand• Build company brand• Get a job• Collaborate• Hire others• New Clients
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Plan, Takeaway• Know Thyself• Set a SMART Goal
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator33
Strategy
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Know Your Target Audience: Personas
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Given My Plan I should talk to…
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Cultural Comprehension
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Norms
Values
Beliefs
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Find the Fraud!
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Cultural Comprehension: Skaters
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Norm: No Zumiez
Value: Independence
Belief: Anti-Establishment
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Warning: Don’t Over Simplify Your Targets
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Channels = Where you say it
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Where? Channel Agnostic
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator40
1b
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
307m
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator42
200m
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
396m
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
100m
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
3m
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
100m
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator47
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
MultiChannel Strategy
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator49
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Strategy Takeaways• Understand Your audience
– Values– Norms– beliefs
• Cater to their preferred platform
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator51
Execution Prep
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Execution: Preparation
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• GIVEN MY PLAN + Strategy…• What do I need to prepare in advance so I’m able
to reach my goals?– Skills– Competencies– product?– Physical traits– Degrees / certifications– Books
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator53
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator54
Execution
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Execution: Routine
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• GIVEN MY PLAN… What routine will help me achieve my goals make to ensure I reach my goals?
Routine
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator56
• Daily posts
• Some viral, some meh
• ClickBait Headlines
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator57
• Post every few hours
• Planned Content
• Candid Content
• ClickBait Headlines
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator58
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Execution: provide consistent value
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• Wallflower pictureGood, Relevant Content
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
• Target = DIY builders
• 1000s of videos
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Thoughful, Long Form Content Is Great
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Viral: Make Participation Easy
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• Focused on Users
• Low cost, high emotion, ties with larger movement
• Participant is hero
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Social Reach Is Declining
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Execution• Execution Prep
– What needs to be completed before you engage
• Execution Game Time– Routine– Engaging Openers– Relevant, useful content – Know limitations
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator65
Measurement
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Measurement: KPIs (Micro + Macro)
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• GIVEN MY PLAN + Strategy + Execution…• Who should be measured?• What should I measure?• Where should I measure?• When should I measure?• Why should I measure?• How should I measure?
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Measurement and Key Performance Indicators
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=
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Measurement: KPI + Improvement
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I’ve you’re not meeting plan’s goals, change something!
=
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Metrics that Matter: IRL trumps Virtual
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<
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Metrics that Matter: Audience Relevance
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<
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator71
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Strategy Takeaways• Be thoughtful in what you measure
– Micro and macro
• Tangible KPIs over vanity metrics• Relevance• Feedback loop
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Why Are We Here?
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http://touchdownalabama.net/tdawp/wp-content/uploads/2013/09/questioning-look.jpg
SummaryPlz
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator74
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Plan
StrategyExecute
Measure
Framework
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Why Are We Here?
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http://touchdownalabama.net/tdawp/wp-content/uploads/2013/09/questioning-look.jpg
U promised we’d get SM Gigs tho
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator76
Plan
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Self Understanding
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• What happens because of you?• What are 3 things you want to be know for?• What differentiates you?
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Self Understanding Exercise
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Passion
MarketTalent
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
S.M.A.R.T. Goal
Based on your self-understanding, what’s an example of a good SMART job acquisition goal?
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator80
Strategy
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Who has the jobs? Human Resources, Staffing
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Who has the jobs? Managers
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator83
93% of HR on LinkedIn
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator84
Huge Networks = Huge Potential
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Headhunter Cultural Comprehension
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Review Resume on LI
Value: Best = Education, Experience, Efficiency
Belief: I find the best candidates for a role
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
How HR Finds You: linkedIn Search
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Describing Yourself EffectivelyQuestion… Which of the following skills is most
searched, according to Google?
Digital MarketerOr
SEOOr
PPC87
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
SEO still Trumps PPC and Digital Marketer
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Related Competencies: Google Keyword Planner
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Related Competencies: Google Keyword Planner
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator91
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Other places to Find Keywords• #Hashtags• Periodicals• IRL Conversations• Books• Blogs
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
strategy• Headhunters and Managers have jobs• They’re on LinkedIn• They search with keywords• Research to find keywords• Populate profile with screenshots
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator94
Execution Prep
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator95
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Get Better IRL While Your Build Online
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
But I’m Only a College Student• Relevant coursework• Capstone projects• Thesis papers• Volunteer • Help others• Free work now = $$ later
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Free work now = Paid Work Later
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Complete Your Linked In Profile
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• Engaging Banner
• At-a-glance bio
• Friendly photo
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
• Engaging intro
• Keywords
• Multimedia
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
• Summary your role
• Show, don’t tell
• Multimedia
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
• Summary your role
• Show, don’t tell
• Multimedia
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
• Multimedia
• Show, don’t tell
• Recommendations
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
• Put Most Important Skills up top
• Skills > Recommendations
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
• Education Counts
• Volunteers get more leads
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
• Additional Keywords
• Volunteers get more leads
• Show you’re great
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
• Groups Increase visibility
• Follow smart people to get smarter.
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator108
Execution
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Find Your Targets• Start with Friends• Existing acquaintances• Me• Intern folks• Other Students
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator110
Be thoughtful
Reasoning
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator111
Relevant and useful
Content Creation
For your target
Market.
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator112
Reposts
Interacting
Increased visibility
Top of mind
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Social Media Routine
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Engage
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Warmth
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Execution Summary• Relevant, useful Content• Post• Interact• Routine• Be Cool
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator116
Measurement
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Feedback• Macro KPI
– Did I get my goal job
• Supporting KPIs– How closely does my IRL experience match goal– How complete is my profile– How many people look at my profile– How many pieces of content have I shared– How many people have I interacted with– How many relevant interviews have I gotten– How many relevant job offers have I gotten
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator118
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator119
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Personal Visibility
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator121
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator122
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator123
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Plan
StrategyExecute
Measure
Framework
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Jonathan B. Wilson @jonathanbwilson linkedin.com/in/digitaldominator
Questions
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