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Maximizing LinkedIn for Sales and Social Media Marketing: An Unofficial, Practical Guide to Selling & Developing B2B Business on LinkedIn Paperback – 18 Jul 2011

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Product details

  • Paperback: 228 pages
  • Publisher: CreateSpace Independent Publishing Platform (18 July 2011)
  • Language: English
  • ISBN-10: 1463685807
  • ISBN-13: 978-1463685805
  • Product Dimensions: 15.2 x 1.3 x 22.9 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: 565,826 in Books (See Top 100 in Books)

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Product Description

About the Author

Neal Schaffer is recognized as a leader in helping businesses and professionals embrace and strategically leverage the potential of social media. An author, speaker, and social media strategy consultant, Neal has appeared in the Wall Street Journal, Bloomberg Business Week, Yahoo!, and the American Express Open Forum. A graduate of Amherst College, he is also fluent in Chinese and Japanese and currently resides in Irvine, California, where he proudly serves on the marketing committee for the United Way of Orange County. Neal’s first book, “Windmill Networking: Maximizing LinkedIn,” was a recipient of multiple industry awards and continues to be one of the best-selling books in its genre. In 2011, Neal will publish his second book, “Maximizing LinkedIn for Sales and Social Media Marketing,” and is currently working on his third book, tentatively titled “Windmill Networking: Maximizing Twitter.” As President of Windmills Marketing, a social media strategy consulting practice, Neal has led social media strategy creation, educational workshops, and implementation coaching for a range of B2B and B2C companies including a Fortune 50 software company, a multi-billion dollar nutritional supplements enterprise, and a popular Mexican-American musician. Neal is also a frequent social media conference speaker and is passionate about educating his audience with concrete takeaways and compelling, customized content to help them truly maximize social media. Neal has spoken at nearly 100 events worldwide.

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2 of 2 people found the following review helpful By MvW on 21 Aug. 2011
Format: Paperback
Well structured, with different real case studies to clarify.

Pretty complete manual to get going or to obtain more from your own LinkedIn profile/subscription

Martin

P.S. I participated in one case study described.
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Format: Paperback Verified Purchase
Very practical for all advanced users

The most relevant examples around the world

Making money will be easier after reading this
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 20 reviews
20 of 20 people found the following review helpful
Practical straight-forward advice with benefits 4 Oct. 2011
By Walter J. Adamson - Published on Amazon.com
Format: Kindle Edition Verified Purchase
Overall I rate the book very highly. There is a mountain of practical advice, and work if you follow-up on all that advice. I'm in the process of touching up my Linkedin profile and making more time for Linkedin again as a result of reading it. But I've deducted one star because of the Negatives. Those Negatives could have been easily avoided, so I assume that they are a conscious choice, and so I'm expressing a difference in opinion rather than fact.

Positive

The book reflects the author's deep knowledge of Linkedin and his own business results from using it in the way he describes. So this is a very practical guide for B2B.

It's segmented and easy to read - I read it in 2 hours - and includes specific Case Studies to illustrate the advice. It clearly explains how to get over the typical stumbling blocks, such as how people and their companies should be represented and interact, and reminds us about the value of the functions of Linkedin that we may have neglected, such as Questions and Answers, and Polls, for example.

Furthemore, by its practical nature it generates a big workload of audits and review and rethinking content and priorities and activies on Linkedin. That meaning that this book can deliver a big outcome if you take up its challenges.

I have developed myself a workload as a result of reading this book. That's a great outcome. If you want to brush up or learn about how to maximise your Linkedin presence value then I recommend this book.

Negative

There were a couple of aspects of the book which disappointed me. The least disappointing was the clear message by the author in the opening remarks, and then from time to time later, that this book is clearly intended to be a companion to his first book. I've never read the first book, and I assumed that given his experience since then that the new one would be a superset. Actually it doesn't even matter what I think, but what I think does matter is that this point is not made clear in any of the product description on Amazon for example. I would not have been disappointed if this had been transparent when I bought the book.

The bigger disappointment was the constant repetition of basic points. The chapters all seem to have published as stand-alone pieces at some point in their life-cycle. They repeat the same things many times, up to 4 or 5, I lost count. They don't repeat them in a pedagogical way, rather, each seems completely blind to the existence of the previous occurrences. This was obviously a chosen format, but I found it distracting and disappointing, almost like things were begin padded out.

Interesting

The author has strong views about managing your online personas, along the lines of "Linkedin for business, Facebook for personal". He explains this thoughtfully - at least it made me contemplate my point of view. And he provides a set of filters to run your posts through to ensure that you maintain your professional persona on Linkedin.

It's interesting because personally I don't really subscribe to this theory. What I do agree with is that linking your Twitter to your Linkedin is not a good idea, and that there are things which you need to think twice about before posting on Linkedin. But ultimately everything will be exposed, so I'd rather put effort into working Linkedin to the max rather than worrying whether I should be saying something in Linkedin or my blog or Facebook or Twitter or Posterous etc etc. I think that you just be yourself but don't dance naked on the dinner table at a business meeting, or with friends that you've just met.

On the author's side he has some compelling evidence to support what he says - and that is the business which he has built from following his own guidelines on Linkedin. That's irrefutable. You might be best to take his advice!
12 of 12 people found the following review helpful
Best Book On LinkedIn That Actually Focuses On Sales 15 Aug. 2011
By Vonsnoopy - Published on Amazon.com
Format: Paperback
One of the hardest things to find when it comes to LinkedIn and other social media topics are books that aren't just fluff but teach actual sales and marketing strategies - this book does just that. Rather than giving the typical overview of why you need to be on this B2B social network, Neal gives step-by-step instructions on how to set up your profile to effectively communicate what you have to offer, how to leverage LinkedIn Groups to find leads and build credibility, and even how to use PPC advertising.

Every sales team needs to have this book - and should take one day out of the week to implement one chapter. Although cold-calling will never go away, the tips in this book help to augment your sale's strategy to develop warm leads in a powerful way.
8 of 8 people found the following review helpful
Learn to use LinkedIn the right way 14 Aug. 2011
By A. Kuenn - Published on Amazon.com
Format: Paperback
I just received my copy of Maximizing LinkedIn from Neal himself at a local event here in Phoenix (AZIMA). I use LinkedIn as often as possible, but knew there was so much more I (and our company) could be doing to leverage this awesome business tool. As a result, I read Neal's book as quickly as possible. As you might expect the book is focused on ways that users can leverage the power of LinkedIn.

This book includes more than 15 short case studies to help tie all the concepts together. Neal start with the fundamentals of effective networking or connecting, emphasizing giving before receiving, a concept that I have long believed critical to effective networking.

You will also learn to create magnetic profiles to attract more leads, establish your self as an industry thought leader, optimize your Linkedin marketing efforts, and even set-up your company page to drive more traffic to your website.

I highly recommend this book to anyone who wants to grow their B2B business.
7 of 7 people found the following review helpful
A 3.5 star, clearly written primer 7 Dec. 2011
By Chen Sun - Published on Amazon.com
Format: Kindle Edition Verified Purchase
Writing is very clear-- 5 stars.
Content is exactly as book's title-- 5 stars.
Describes mechanics of what to do to become the type of networker with 500+ connections (you know the type)-- 3 stars (because those who have many connections don't really need this book.)
Writes a lot of obvious online networking etiquette-- 4 stars (some people may find it useful).
Lacks great insights into how to harvest Linkedin in alternative methods-- 2 stars.
An easy to write book--2 stars.

Essentially this is a primer on Linkedin for sales and prospecting.
3 of 3 people found the following review helpful
A wholly approachable and reliable primer on Linkedin 17 Nov. 2011
By Norm Goldman - Published on Amazon.com
Format: Paperback
Author: Neal Schaffer
ISBN: 9781463685805
Publisher: WindMill Networking

In March of 2011 I received an email from Linkedin's founder Reid Hoffman personally thanking me for being among the first million members of the site. In fact, I was in the 700,000 list of newcomers. I was also informed that the site had reached over 100 million members. Quite impressive! At the time I didn't pay any heed to the email or for that matter Linkedin, however, I have to admit that I was curious to learn more about Linkedin and why they have played such an important role in social media. Consequently, I started playing around with the various tools that Linkedin offered and I did implement some of them. However, it was not until I was sent a copy of Neal Schaffer's Maximizing Linkedin for Sales and Social Media Marketing that I actually understood the full potential of Linkedin and why it has become the premier social networking site devoted solely to the professional.

This is Schaffer's second book concerning Linkedin, his first was Windmill Networking: Understanding, Leveraging & Maximizing Linkedin that managed to receive a few prestigious book industry awards, including silver recognition as the best business reference book in 2009 from the Axiom Business Book Awards. Schaffer informs us that his first book was meant to be a reference manual for professionals in every field, and his Maximizing Linkedin for Sales and Social Media Marketing is a companion to this first book. It is to be a guide showing how to reach your full networking potential on the Linkedin platform.

The book comprises fourteen chapters and can be summarized as dealing with topics as the importance of social media and Linkedin specifically, optimizing profiles and networks for everyone, establishing your Linkedin's Group and Companies Pages, developing business by engaging, prospecting, and utilizing business intelligence available on Linkedin, using Linkedin to develop leads and attain leadership through participation, paid media, and social media optimization, and finally optimizing the Linkedin presence through optional paid accounts and creating a daily routine for maximum efficiency and return on investment. Some of these sections are addressed to everyone, while others would probably be more valuable to the corporate marketing or sales and business development of a company.

Each chapter of the book begins with a general overview and ends with a case study as Schaffer does a masterful job in clearly defining what Linkedin is and what the advantages of using Linkedin are to anyone that has a product or service to sell. Beginning with why every business needs to be on Linkedin, Schaffer differentiates between Linkedin and Facebook and illustrates how a company's workforce can apply Linkedin in developing their sales and marketing skills. From here we are informed about the Linkedin Profile and how to create the most complete sales and marketing profile, as well as how Linkedin views completed profiles. Schaffer also shows us how to take our profile beyond completeness with optimization. The next section deals with your Linkedin network and understanding its importance. It also provides guidance as to how many connections you should have in your network. This is followed with the maximization of the functionality on a Linkedin page and the difference between a Linkedin company page and a Facebook fan page. We also learn how to integrate social media marketing into your company page and the importance of engaging the followers of your company's page. A complete chapter is devoted to the developing of a targeted community of professionals through Linkedin groups. It is here where we learn about different kinds of groups and best they can be utilized for sales and marketing or professional networking perspective. There are many ways to engage on Linkedin and Schaffer provides strategies for maximizing engagement opportunities. Business intelligence can always come in handy and considerable ink is devoted to learning how to specifically gather business intelligence from Linkedin's applications and platforms. Schaffer also provides timely advice as to how to prospect on Linkedin, as well as understanding how promoting others' content can help gain mind-share and thought leadership on Linkedin. Closing chapters deal with utilizing linkedin for social media optimization and paid media on Linkedin.

What Schaffer has effectively accomplished with Maximizing Linkedin for Sales and Social Media Marketing is to connect some of the more confusing dots that we may otherwise have missed and which are invaluable if we are to take full advantage of Linkedin. And for the most part, this book is a wholly approachable and reliable primer on Linkedin.
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