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					                             Third Force

     LinkedIn Strategies for Small Business Owners and CEOs

  Conference call with Ms. Ivana Taylor and Mr. Rick Itzkowich

                  November 05, 2010 - 1:00 p.m.

    Mr. Rick Itzkowich:     Hello, this is Rick.

    Ms. Ivana Taylor:     Hi, Rick.   Ivana Taylor.

    Mr. Rick Itzkowich:     Hey, Ivana, we made it--.

    Ms. Ivana Taylor:     --We did it.

    Did it let you in this time?

    Mr. Rick Itzkowich:     Yeah, it did.

    Ms. Ivana Taylor:     I got nervous, because I don’t know.   I

just kept trying and trying using that organizer code, so

hopefully it all worked out.

    Mr. Rick Itzkowich:     Yeah.

    Ms. Ivana Taylor:     Well, we got a couple more minutes to go


    Mr. Rick Itzkowich:     --One of the things, I don’t know if

people--but I think you need to press pound after the number.

    Ms. Ivana Taylor:     Yes, you have to press pound after the


    Mr. Rick Itzkowich:     --And I don’t know that that’s spelled

out, so I wonder if people know that.

    Ms. Ivana Taylor:     I made sure I put it in the invitation.

So, I believe--.

    Mr. Rick Itzkowich:     --Oh, you did?    Oh, good--.

    Ms. Ivana Taylor:     --They knew--.

    Mr. Rick Itzkowich:     --Because in the message, when I was

looking at it, the one, I don’t know if it came from you or

directly from them, it--.

    Ms. Ivana Taylor:     --Yeah, you have--.

    Mr. Rick Itzkowich:     --Didn’t have--.

    Ms. Ivana Taylor:     --To make sure you process the

organizer.   You make sure you press the star with the number--.

    Mr. Rick Itzkowich:     --Yeah.   No, I did that, but it didn’t

say about the pound at the end and that’s--.

    Ms. Ivana Taylor:     --Oh, it said in the message, press the

thing and then press pound at the end.

    Mr. Rick Itzkowich:     Okay, good--.

    Ms. Ivana Taylor:     --[Unintelligible] pound at the end--.

    Mr. Rick Itzkowich:     --Well, then--.

    Ms. Ivana Taylor:     --So, hopefully--people got on to the

practice call.

     Mr. Rick Itzkowich:     They did?    Okay, great.   I think that

if you press, I don’t know, star-seven or star-eight or one of

those, you might be able to find out if anybody’s on.       Oops--.

     Ms. Ivana Taylor:     --And--woops--.

     Mr. Rick Itzkowich:     --That was [unintelligible].

     Ms. Ivana Taylor:     Yeah, and, hopefully, they’ll be getting


     Mr. Rick Itzkowich:     --There you go.

     Ms. Ivana Taylor:     So--yeah, so people will be dropping in.

I’ll tell you what though, I had a lot of people tell me that,

and I have this problem too, they couldn’t be on the call today,

but they were looking forward to the recording and the


     Mr. Rick Itzkowich:     Wonderful.

     Ms. Ivana Taylor:     And that’s one of the really big

benefits of doing these things, because you get the recording

and the transcript.

     Mr. Rick Itzkowich:     Absolutely.

     Ms. Ivana Taylor:     Because, I’m--especially on a Friday,

like this, it’s hard to be in the office, so.

     Mr. Rick Itzkowich:     There’s always going to be a reason.

For some people it’s a Friday.      Some people it’s a Monday.   Some

people--you know what, it’s like when people ask me about doing

seminars, if I do it the morning, it says, “God, if you do it in

the evening, I would attend.”         You put it in the evening, it

says, “God, if you do it in the morning, I would attend” and--.

    Ms. Ivana Taylor:     --Exactly, you can never seem to get it

right, huh?

    Mr. Rick Itzkowich:     No.       I mean, and I tell people, you’ll

probably get a third, a third and a third.         So, you can do

something at breakfast, at lunch and at dinner.        And you’ll get

a different crowd, everybody telling you that if you did it at a

different time they would attend, so.

    Ms. Ivana Taylor:     Well, speaking of time, it is 1 o’clock

on my clock and it’s probably 10 o’clock at your neck of the

woods there.

    Mr. Rick Itzkowich:     It is.

    Ms. Ivana Taylor:     It is.       So, I’m just going to get

started, because we have so much to cover.

    Okay.     So, hello, everyone, and welcome to the Power

LinkedIn for Small Business CEOs.         I’m Ivana Taylor.

    Mr. Rick Itzkowich:     And I’m Rick Itzkowich.

    Ms. Ivana Taylor:     And I’m your host for today’s session.

And I have someone who needs a response from me in a second

here.   I--we’re going to take--I have a person that’s trying to

get on and is having a difficult time, so I need to send this to

them.   Bear with me.   Don’t you just love technology?

    Mr. Rick Itzkowich:      I love technology, because it enables

us to do certain things, but it is so frustrating because--.

    Ms. Ivana Taylor:      --It can get--.

    Mr. Rick Itzkowich:      --It’s always something--.

    Ms. Ivana Taylor:      --Frustrating.

    Mr. Rick Itzkowich:      It’s very finicky.

    Ms. Ivana Taylor:      It is finicky.

    Mr. Rick Itzkowich:      It’s moody.

    Ms. Ivana Taylor:      It’s giving me another--it’s giving me

something different.    Oh, that’s something completely different.

Oh, for crying out loud.    It can’t be simple.

    Okay, everyone, hang tight, while we take care of a bit of

business and make sure that everyone who has paid to be on the

seminar can get into the seminar.

    Is that the correct one?        That is the correct one.   And

there we go.   I don’t know how that happened.      I think it

depends when people register.       If you register early, you got

everything early, but if you registered late, like some people

have, those little auto responders may have stopped with the

information and that’s what I was concerned about.       So, I just

sent that to our friend that’s going to be joining us.         His name

is Steve.

    All righty.   So, once again, let’s give it a shot.        Ivana

Taylor here, publisher of, and I’m your host

for today’s session and Rick Itzkowich is my guest.    You

wouldn’t think about doing business without a business card.

So, how about doing business without a website?    And what’s the

ORI of your computer?    I mean, I think these are ridiculous

questions and yet the vast majority of CEOs and business owners

are placing themselves, their careers and their companies at

that kind of disadvantage by not being on LinkedIn.    Because, I

feel so strongly about this, I wanted to find an expert that you

can relate to.

    I’d like to welcome Rick Itzkowich, international speaker

and LinkedIn expert.    Rick is also the author of LinkedIn Power,

a 15 video series that teaches you exactly what you need to do

to generate success on LinkedIn in short 10 minute clips.    So,

over the next hour, Rick is going to show us how CEOs can use

LinkedIn without wasting time, sacrificing privacy or needing an

IT expert by their side.

    I’d recommend you run and grab a pen and paper or just open

up a Word document, because you’re going to want to grab every

tip he has to offer.    On the other hand, you can just sit back

and take it all in, because you’re going to be receiving a

recording of the session along with the transcript, so that you

can put these strategies into action at your own pace.

    So, welcome, Rick.     I’m so thrilled that you were able to

be with us today.

    Mr. Rick Itzkowich:      Well, thanks, Ivana.     Pleasure to be


    Ms. Ivana Taylor:      Wonderful.    Wonderful.

    So, why aren’t CEOs using LinkedIn and what are the

consequences of that?

    Mr. Rick Itzkowich:      Well, the why they aren’t, there’s

some misconceptions, first and foremost.      In talking to some of

them, a lot of them figure out that it’s a waste of time.

That’s--I hear that.    And my response to them is always,

“Compared to what?     I mean, it’s a waste of time as far as

what,” because most people who say that, they don’t really

understand that.    So, it’s a misconception for one.

    Secondly, and which is another misconception, is that

having to do with privacy issues and, more importantly, people

are very afraid that other people will be able to access their

connections, for example, and neither one of them--of these two

are accurate.    I mean, LinkedIn is a tremendous time saver if

you use it correctly.     And as far as the privacy, you can make

it as private as you want and as open as you want by controlling

certain settings.

    Ms. Ivana Taylor:      Oh, terrific.    Terrific.

    So, tell me more about that.        Give us some perspective on

how that goes?

    Mr. Rick Itzkowich:     Well, first and foremost, LinkedIn is

the business network.   And if you are not on LinkedIn, people

are going to be wondering why.     That would be like if somebody

does a search for you on Google and your company doesn’t appear

or your name doesn’t appear.    People are going to wonder why.      I

mean, are they serious.    What’s--what are they hiding?      What

don’t they want?   So, executives from every Fortune 500 Company

are on LinkedIn.   Why wouldn’t you be?

    And more and more people, what they’re doing is they,

before they do business with anybody, they’re doing a little bit

of research.   I know, because I get statistics of people that

are viewing my profile.    And before meetings, it can be a great

time saver.    Before meetings, they can--you can actually

discover some things about the person you’re about to meet with

that will help you better relate to them.     I mean, it is


    So, if somebody’s doing that and they don’t find you,

again, their first thought is going to be, “What’s wrong with

the picture?   Why not?”   So, you are putting yourself at a

tremendous disadvantage by not being present.     You have to be

where the people are.   It’s just one of those things whether you

like it or not the realties is that people’s expectations go a

long way in them making judgments of you.

    So, that is the first thing is that you need to be listed.

Now, whether you’re active or not that is a different story.        I

hope to give you enough reasons why you would want to be active,

but at the very least you need to be listed, and you need to

have a decent and good profile while you’re going to be there,

because you’re expected to.

    Ms. Ivana Taylor:     Got you.   Got you.

    So, how does someone get started?     Okay.    I mean, how--

assuming--when you put your profile together, what are some

things that you can do?

    Mr. Rick Itzkowich:     Well, the first thing that people need

to understand about LinkedIn is that there’s only two reasons

why people will go and be part of LinkedIn.       First one is so

they can find other people, and the second one is so that other

people can find them.   That’s it.

    So, if you’re going to be finding people--and here’s the

examples of people you may want to find, potential investors,

potential employees, potential vendors, potential business

partners, potential mentors, potential advisors.       You name it,

you can find them on LinkedIn.     As to whom do you want to be

found by, then you can actually determine.      And let’s say that

you are wanting to be found by a particular set of clients or

subset of clients.   Then, what you would do is you would create

what I call, an attraction strategy to start drawing people to


       See, LinkedIn is--if I’m going to use a metaphor, I’m going

to give this to the people here, is imagine two different

animals.    Okay, one of them is a cheetah.    The other one is--

well, technically’s an insect, but I guess insects are animals.

The other one’s a spider.     The two of them when they’re eating

and they’re feeding themselves go about it very differently.

The cheetah goes out and hunts.      The spider on the other hand

builds a web and attracts its food.

       So, LinkedIn is much more about being a spider than being a

cheetah.    So, what you’re doing is you’re attracting people to

you, and you do it by starting with your profile.      Your profile

is your centerpiece of your attraction strategy, which means

that people who will be searching for you personally or for what

you do should be able to find you.

       So, first things first, create your profile in the name

that you would have printed on your business cards.     So, if your

business card says, “Joe,” your profile on LinkedIn should be

Joe not Joseph.    Why?   Because, when people are searching for

you, they’ll often be searching off of a business card.      And if

you’re there as Joseph and not Joe, you may not show up when

somebody’s searching for you.

       So, make sure that whatever profile you have should match

what you have on your business cards, which gives you two

choices.    You either change your business card to match your

profile, or you change your profile to match your business card.

Either one is fine, but you start out with that.

       And then, what you do is you proceed to work on your

profile so that it is 100 percent complete.      And in order to

make it complete, you have to do several things.       Among them

include a picture of you and have a minimum of three

recommendations of others who have either worked with you,

worked for you or in other capacities.      In addition to that, you

list some personal information, including job titles, positions

that you currently hold in the past, etc.

       So, the more complete your profile, the better the chances

that you will be found.

       Ms. Ivana Taylor:     Why would CEOs want to be found?   I

mean, aren’t they already the center of attention?

       Mr. Rick Itzkowich:     Well, in their mind, they certainly

are.    As we say, we’re all legends in our own mind.    But, in

this day and age, all right, there’s a few things.      First of

all, the competitive landscape has significantly changed.       There

are more and more options that people have and the world has

gotten smaller and smaller.      As a result of it, there’s more and

more competition than ever.      And there’s competition for all

kinds of things.   There’s competition for resources.    There’s

competition for talent.   There’s a competition for clients.

    So, the more accessible that we are to people, the more we

can begin to capture their attention, capture their interest and

eventually either capture their business, if that’s what we’re

looking for, or capture their hearts, if that’s what we’re

looking for, because sometimes that’s what we need to do before

anybody will do business with us.

    So, LinkedIn enables you to join a community of people who

are there because they want to connect with others.     The CEO’s

job, in my opinion, is largely responsible for being the face of

the organization, and also the more accessible they are, the

more they can represent the brand of themselves and the company,

the better off the company’s going to be.

    Ms. Ivana Taylor:     So, I know this is kind of tied into it,

and I don’t want to be jumping too far ahead, because I know you

might be talking about this, but what’s then the--what’s the

difference between a CEO having a profile and a company having a

profile, because I don’t know if that’s a new feature, but I’ve

noticed that recently?

    Mr. Rick Itzkowich:    Well, it’s--LinkedIn is constantly

changing and adding features here and there, but LinkedIn is

primarily a personal, professional network.   It is not a company

network.   And people want to build relationships with people not

with company.   [Unintelligible] says, “Well, I’m loyal to a

company,” that’s largely because of their people.      It’s not just

because of their product, but is because of their people.

Companies--and the more companies act like people, the more

successful they’re going to be in this day and age, because the

more people will feel loyal to them.    See, even large companies,

okay, if you have a large company--a lot of people connect with

Steve Jobs, because he is the face of Apple.       Even though Apple

has incredible products, it is Steve Jobs.       And then--so, the--

you can--first of all, you cannot create a profile with a

company on LinkedIn.    You are violating LinkedIn’s terms of


    Ms. Ivana Taylor:     --I--.

    Mr. Rick Itzkowich:      --If you do that.

    So, what you do is you create a company page that is

connected to your profile.    Now--.

    Ms. Ivana Taylor:     --So, as the CEO then--let’s say if

you’re the CEO of a company, then you can create a company page,

let’s say, connected to your profile?

    Mr. Rick Itzkowich:      Anyone within your company can create

a company profile.   What--the only requirement that is needed is

that you have a valid address with a domain name of your company

to create a company profile.

    So, if you have, and you work for that

company, you can create a company profile.

    Ms. Ivana Taylor:     And why would you want to do that?

    Mr. Rick Itzkowich:     Well, for one thing there may be some

people who might be interested as to what’s happening in your

company.   So, when you have a company profile, somebody can

follow you and follow any kind of communications that go on with

your company.   Let’s say you post a job, or let’s say you have a

new product that gets released, or let’s say that you have

something new and exciting within your company, and your

employees or your clients or your vendors are talking about

that, all of that can be routed through your company page, and

anybody who’s interested with what’s happening can follow that.

    Ms. Ivana Taylor:     I see.    I see--.

    Mr. Rick Itzkowich:     --So, it’s a great way for you to

build visibility and/or credibility, which are the two mainstays

of what people need to be successful in LinkedIn.   The more

visible you are, the more credible you are, the more value

you’re going to get out of that network.

    Ms. Ivana Taylor:     So, then it makes sense that of course

the CEO should have a profile, as should the management team and

so on and so forth, and you’d want to have your whole group

included and then have a company page as well.    And that’s

really almost--I mean, in essence, it’s a marketing

communication tool then.

    Mr. Rick Itzkowich:      It is.    Absolutely.

    Ms. Ivana Taylor:      Got it.    Excellent.   Excellent.

    So, we were talking a little bit about profiles, and I

notice especially with CEOs there are very few of them.          If they

have a profile, maybe they don’t include a photo or it’s kind of

skimpy on the details.    And I’m assuming that might be because

of privacy issues.

    What are the three most important elements of a LinkedIn

profile and how can a CEO get the most out of them?

    Mr. Rick Itzkowich:      Well, I’m--one of the things is

there’s a lot of people who are so-called experts on LinkedIn

and many of the people have different views, so what you’re

going to hear is my opinions based on my experience, not

anything other than this is the only way to do it.        But,

personally, since LinkedIn is a network about people, when you

are missing your photograph there is nothing good that people

will assume as to why you don’t have a photograph.        In other

words, they’ll assume that you have something to hide.          They’ll

assume perhaps that you’re not a real person.        They’ll assume

that you’re not serious, or they’ll assume that you’re not

computer illiterate.    None of these are things that you want to

be associated with you if you’re going to be participating on


       Ms. Ivana Taylor:     Right.    Well, you don’t want to have

that associated with you period, especially if you’re leading a


       Mr. Rick Itzkowich:     That is correct.    So--and people like

humans.    The more human you are, the more people can connect to

you.    So, a picture is essential.

       Then, the next thing that is essential is that you identify

your main purpose for being on LinkedIn, all right, because

what--how much you do with your profile is connected to that.

For me, for instance, a big purpose is I want people to find me.

I want the right people to find me.

       Ms. Ivana Taylor:     Ooh, the right people to find you.      Yes.

       Mr. Rick Itzkowich:     Yes.    These are the people that I am

targeting.    They are my primary group that I’m looking to have

find me in on LinkedIn is people who are wanting to learn how to

use LinkedIn better.

       So, my profile, if you go to my profile, it is conveying

that message in there.       It’s conveying that I want to meet those

people.    It’s conveying the problems I solve for those people

and it’s conveying that I want them to reach out to me.        So,

that’s my target, that’s my purpose and my profile reflects


    So, starting out with what is it that you’re trying to

achieve while you’re there and then proceed accordingly.       So, if

you want to find people, then you want to expand your network of

people, because the more people you have on your network, the

more you can find them.   And the beauty about LinkedIn is

LinkedIn goes back to eons ago, which is even before marketing

was called marketing.   And it’s the old [unintelligible] that

says it’s not what you know, it’s who you know.

    In fact, I think that neither of those is true.      It’s not

what you know, it’s not who you know, it’s how well you know who

you know.

    Ms. Ivana Taylor:     Yes, I agree--.

    Mr. Rick Itzkowich:    --And LinkedIn enables you to connect

to a lot of people and, more importantly, what it gives you is

access to those other people’s connections.

    So, you may be one or two people away from connecting to

whoever you want to be connected with.      Like for instance, I

have a network that spans almost 50 million people.      In fact, I

just checked this morning, and my network now has--I can reach

50 million people, including my first, second and third degree

connections.   What that means is through two people, through e-

mails, through two phone calls, I can reach 50 million people.

And I can get introduced to them rather than a cold call.      I can

get introduced to them rather than a letter.     I can get a

personal introduction, which is much more powerful than anything


    So, if you’re a CEO, and you’re wanting to raise capital,

you can be introduced to some very powerful people.    If you’re a

CEO that needs somebody to help you with one of your projects,

you can be introduced to some people because somebody else knows


    Ms. Ivana Taylor:     I actually have a real life story that

hit just this past week around that.   I made a recent connection

through, I think it was a blog post or something.     And so--and I

think it was one of my American Express articles, and I got a

comment from that.    And I connected with that person, and here I

found out that he is a venture cap guy.   And what was really

interesting is he was working with a particular company right

now, and I was actually able to watch him use LinkedIn to get--

go from zero to becoming an expert on American Express open

forum and connecting to people inside Google all within a couple

of days.

    Mr. Rick Itzkowich:     Yeah, that’s--.

    Ms. Ivana Taylor:     --I was really, really impressed, and I

had not seen that level of power user from an executive.    And in

essence, he’s basically--he’s making all his connections and

building his business and the visibility for his business off of

the LinkedIn there.

    Mr. Rick Itzkowich:    That is awesome.

    And your comment just triggered something else, which,

again, many executives don’t think about this, but they should,

and that is the fact that many CEO’s jobs nowadays are not safe

and anything can happen.   With the market changing as rapidly as

it is, all right, then building networks, connecting to networks

before you ever need them is a form of insurance.    If something

were to happen, okay, you can tap into your network.    You may

find out your business may be local right now, but an

opportunity may jump tomorrow that may trigger your business to

start being global.

    That’s what happened to me, by the way.     My business was

strictly local at the beginning of this year and through a

series of events, my business went from being local to now being

global.   And as a result of that, I had a global network that I

had put in place before I needed, that it enabled me to just

move so much faster, because I had that.

    So, right now, you don’t know when the next opportunity’s

going to be and where it’s going to take you.    And by being on

LinkedIn, by digging the well before you’re thirsty, so to

speak, then what you can do is you can strategically start

building your connections, your network all over the world.       And

you may not need them for a while.   They may be lying dormant,

but if, and when you need them, you will have a head start in

getting there.

    Ms. Ivana Taylor:      Well, and I do want to let you know, I

actually--this is the coolest thing, I actually have questions

coming in from our audience--.

    Mr. Rick Itzkowich:      --Oh, that is very cool--.

    Ms. Ivana Taylor:      --As you’re talking.   So, I’m going to--

and I’m going to piece together a couple of related ones that

will give you an opportunity to really throw some specifics in


    So, to your point, exactly, which is you want to develop an

insurance policy and it takes a while to develop real

connections and real relationships, right, just like in real

life.    These things--.

    Mr. Rick Itzkowich:      --Right--.

    Ms. Ivana Taylor:      --Don’t happen overnight.

    So, once--so, the question is, “Once I have my profile up

on LinkedIn, what’s the best way to start building those


    Mr. Rick Itzkowich:      Well, you can start out with the

people you already know.    There are plenty of people you already

know who are on LinkedIn.    The easiest way to do that, LinkedIn

makes it very easy, you can import your contacts from whatever

contact manager you use, whatever roll--whatever you have,

whatever database you have.    And LinkedIn will match the e-mail

addresses to the people who have that e-mail address registered

in their profile.    So, you can start connecting with those

people right away.    The other thing that you can do is when you

meet somebody and you exchange business cards, immediately go

ahead and look them up on LinkedIn and connect with them on


    So, those are two very easy ways for you to do that.

    Ms. Ivana Taylor:      So, I have a follow-up question.    Like I

said, these are all kind of related.

    So, if someone has, say, 15 to 30 minutes a day to spend on

this process, what are the top three key activities that they

can do everyday to connect the right people--to connect to the

right people and to build those relationships?

    Mr. Rick Itzkowich:     Okay.    Let me first answer with a

50,000-foot view, and then we can get into some tactical

specific things.    So, strategically speaking, all right, what

you want to do on LinkedIn is bring the right mindset to it,

which is a mindset of paying it forward.      In other words, what

can you do to add value to your network?     Rather than, what can

your network do for you?    So, within that concept, okay, your

activities on LinkedIn should be geared towards doing one of the

following: increase your visibility, increase your credibility,

increase your connections visibility, increase your connections


    So, once you understand those activities, then what you can

do is you can go--let’s say you’re going to spend 15 minutes per

day on LinkedIn.   Okay?   The first thing is always be prompt in

responding to people who connect to you.    Whether they accept

your connection or whether you accept them, then a simple,

“Thank you.    It’s great to meet you,” whatever, goes a long way.

The personal touch on LinkedIn cannot be--I cannot say enough

about being personal when you’re on LinkedIn.

    Ms. Ivana Taylor:      Got it.

    Mr. Rick Itzkowich:      So, when you do that that--so, first

of all take care of those requests and acceptances.

    Ms. Ivana Taylor:      Got you.

    Mr. Rick Itzkowich:      Okay, that’s first and foremost.

    Then, I would devote a little bit of time every week to

building my connections.    By the way, the magic number on

LinkedIn, as far as I’m concerned, if you want to find people,

that’s one of your reasons that you’re there because part of

what you want to do is find, is 500.    And let me tell you why.

Actually, it’s 501, and I’ll tell you why.    There is no

difference when you look at somebody, all right, on LinkedIn if

they have 501 connections or they have 30,000 connections.      They

all have 500 plus.

    So, some people--and LinkedIn provides you with a limited

number of invites.   And some people who are very well connected

on LinkedIn, some people can be great assets to your network,

will not connect with somebody who has fewer than 500


    Ms. Ivana Taylor:     Oh.

    Mr. Rick Itzkowich:      So, what you want to do is put

yourself--it’s kind of like the equivalent of having your ante

in poker, get in the game.      So, when you get to 501 you’re in

the game with some of those people.

    So, part of your activity should be devoted to you

expanding your network and connecting with people.      Okay?   So,

once you do that then the next thing you want to do is look to

build either your visibility and your credibility, and let me

tell you some tactical things that you can do.

    Ms. Ivana Taylor:     Great.

    Mr. Rick Itzkowich:      All right.   There are two ways on

LinkedIn that you can build your credibility.      One of them is

through recommendations and the other one is through

participation in groups and questions and answers.

    So, requesting and/or--actually, even before requesting

recommendations.   The best way to get recommended on LinkedIn is

to offer a recommendation to somebody first.

    Ms. Ivana Taylor:     That’s one of my--actually, that’s one

of my 15 to 30 minutes a day activities, because it’s hard to

write a recommendation on the spot.         I usually feel that when I

check in on LinkedIn and somebody’s profile pops up, I look

through the contacts and see, I don’t know, who inspires me that

day, if that makes any sense.         Something they write or something

that I see about their name triggers something.         I’m like, “I’m

going to write something nice about them.”         It triggers a memory

or it triggers an experience that we had and that allows me to

write a really good recommendation.

    Mr. Rick Itzkowich:     I can tell you, you want to put a

smile on somebody’s face, all right, write them a recommendation

on LinkedIn that is totally unexpected.

    Ms. Ivana Taylor:     Yes.

    Mr. Rick Itzkowich:     When you get that message that

somebody has recommended you, I will tell you, you will want to

go see that.   I don’t care how many messages you have--.

    Ms. Ivana Taylor:     --Yeah, right.

    Mr. Rick Itzkowich:     So, absolutely.       So, doing that for

people, working on the recommendations, both that you give and

receive, is time very well spent.

    And then, go into the questions and answers and start

participating in some of the conversations that are relevant to

you, to your industry where you can contribute by adding your


    Ms. Ivana Taylor:     Because, as a CEO, I think when I start

talking about these things with my clients, who are CEOs and

with other business owners, who are actually running companies

with multiple--with lots of employees, when I talk about that,

they’re like, “That is such a time waster.       Why would I want to

do that?”    And I think what I’m trying to explain to them, and

I’d love to hear your opinion on this, is that this is free

advertising and educating.    This is your putting--I’ve actually

been quoted in ad aids based on the response I put in LinkedIn.

    Mr. Rick Itzkowich:      Yep, that is--.

    Ms. Ivana Taylor:     [--Unintelligible--.]

    Mr. Rick Itzkowich:      --That one--and the other thing what

you’re doing is you’re doing two things.        You’re paying it

forward.    You’re contributing.     And by the way, when you ask

question--you can ask any question you want on LinkedIn, and

that is where it’s a tremendous time saver.

    So, if you’re going to be pulling something out, you’re

going to be taking advantage of that, then you contributing is

not only good karma, so to speak, but it’s exactly what you

said, it is free advertising.        It is humanizing.   If somebody

has a problem with you and your company, and they see that

you’re out there giving, I mean, some people will come and

defend you when somebody starts bad mouthing your company.

    Ms. Ivana Taylor:      Got it.

    Mr. Rick Itzkowich:      When people say that your company

doesn’t care, and you’ve actually been answering questions and

giving people advice, somebody may come and says, “I beg to

disappear--to disagree.”    And they can do that.

    So, it is building your company as being a company that

cares, and in this day and age, that matters.

    Ms. Ivana Taylor:      Exactly.

    And back to the question and answer thing, participating in

that, I have found market research can be expensive.      And I have

found that asking a question on LinkedIn has brought me, not

only valuable resources that I share with other people in terms

of relationships, but also has saved me a ton of time and money

on market research.

    Mr. Rick Itzkowich:      Absolutely--.

    Ms. Ivana Taylor:      --So, you don’t have to--it’s like

having a focus group.   And for those of you guys that don’t

know, focus groups can run, I don’t know, $10,000 - $20,000.

And I have found--and as a person that facilitates focus groups,

I can tell you that the quality of the individuals and of the

responses has been outstanding.       And I know that my clients have

benefited from my making connections and delivering people to


    Mr. Rick Itzkowich:      Which, again, that’s another great

thing.   You’re talking about some strategic decisions that

sometimes you’re wondering or strategic initiative that you may

be pursing, just running some of those, kind of floating a trial

balloon can be phenomenal.

    Ms. Ivana Taylor:     Yes.   Yeah.

    So, what we’ve got is we’ve got giving endorsements and

making recommendations as a must-do activity everyday, not like

five, but one is good enough everyday or a couple--.

    Mr. Rick Itzkowich:      --Yeah.     Well, what you can do, and

this is what I advise people, is go ahead and allocate a certain

amount of time that you will spend and then rotate the

activities.   You don’t have to do the same activity everyday.

    Ms. Ivana Taylor:     That’s a great idea--.

    Mr. Rick Itzkowich:      --So, maybe my--if you’re going to

spend 15 minutes, my 15 minutes today are going to be devoted to


    Ms. Ivana Taylor:     Got you--.

    Mr. Rick Itzkowich:      --My 15 minutes tomorrow are going to

be devoted to answering one question.       My 15 minutes the next

day is going to be devoted to adding people to my network.

    So, you can rotate without having to do all of these and

just pick one activity to do however often you decide you’re

going to be participating and then you’ll be covering a lot of

different bases.

    Ms. Ivana Taylor:     Oh, that’s wonderful.

    And an activity that I recently took on as one of my

activities, and I have an audience question about this, I had

heard people talk about optimizing their profiles.     And I was

like, “What are you talking about,” because to be honest, I got

on LinkedIn a long, long time ago when it was really nothing

more than a digital resume.   And so, to complete my profile,

I’ll just put my resume up there.    Now, that had key words and

different things on there, but I certainly would not say that it

was called “optimized,” which is a buzz word that I started

hearing over the last few months or a year or something.     And

don’t you know, I have an audience member who wants to know,

“What are the key steps in getting ranked number one when

someone searches on a particular phrase?”

    Mr. Rick Itzkowich:     I have a video among my video that I

have where I talk in depth about this, but what you want to do

is definitely some key places to put the key words are on your

current job, current position, past positions, all right, and

your--what do you call it, God.     The word just--.

    Ms. Ivana Taylor:     --Just left--.

      Mr. Rick Itzkowich:     --Escaped me--.

      Ms. Ivana Taylor:     --Doesn’t that drive you crazy--?

      Mr. Rick Itzkowich:     --Just left me.     It’ll come back to

me.   What it is when you have--it’s not your tagline, but what--


      Ms. Ivana Taylor:     --Description?    Oh, I know what you

mean.    Like, underneath your name there’s something.      There’s

like a--.

      Mr. Rick Itzkowich:     --Yes, that is what it is.    It’s--and

right now, God, what is the word?        It’s your professional

headline.    I’m sorry.

      Ms. Ivana Taylor:     That’s it.    Yeah.

      Mr. Rick Itzkowich:     Yeah.

      So, your professional headline, your current position and

your past position are the top three places to have your key


      Ms. Ivana Taylor:     Oh, that’s so helpful, because I think I

didn’t even know that.      And I went--.

      Mr. Rick Itzkowich:     --Yeah--.

      Ms. Ivana Taylor:     --In like a timeline--.

      Mr. Rick Itzkowich:     --In addition, you want to have it

under specialties and throughout your, what do you call it,

summary.    But, the top three are in your headline, your current

and your past.

    Ms. Ivana Taylor:     Okay.        So, that’s exciting--.

    Mr. Rick Itzkowich:     --And--.

    Ms. Ivana Taylor:     --Oh, I’m sorry--.

    Mr. Rick Itzkowich:     --Which is by the way, that’s another

reason why you want to build more connections and

recommendations, because I believe that part of the algorithm is

the--all--let’s say two people tie with the key words in all of

the places I mentioned, then who’s going to get the notice?

Whoever who has more recommendations and more connections.

    Ms. Ivana Taylor:     Oh, wow.       Okay.   That’s really good.   I

didn’t know that.    See, that’s one of those things that nobody


    Mr. Rick Itzkowich:     Oh, and one other element is, all

things being equal though, this is not necessarily, but so far

paid and free seem to get, I mean, very--I mean, I’ve seen

people who are free being at the top of their field, but if

everything is similar, the paid will trump free.

    Ms. Ivana Taylor:     The paid will.         What is it--is it worth

for a CEO or business owner to pay or is that something more

valuable to an HR person or does it depend on your objective?

And if so, what--?

    Mr. Rick Itzkowich:     --It depends on your objective

primarily.   I will say that in my experience 95 percent of the

people on LinkedIn to date, and LinkedIn is changing, so that

may change how I feel, the free version is plenty.      Okay?    The

biggest advantages of the paid versus the free have to do

search, how can you slice and dice the data in the search, the

number of the results that you get from each one of the searches

that you perform and the ability to communicate with people

outside of your network called InMail.

    Now, there are ways to get around InMail, especially if you

build a large connection, then you get introductions, which I

think are much more powerful than InMails, but InMails are a

good reason to, for some people, who will go into paid.

    Ms. Ivana Taylor:     Um-hmm.    I got you.   I got you.    So,

let’s see we asked about that.

    Okay.   So, when we were talking about our profiles, and we

were talking about writing, how you write your profiles and so

that you get found, optimizing them for search terms.

    So, another question I have from the audience is, “What

should be the language or voice used?     Should you write in first

person, third person?   Should you use your--?

    Mr. Rick Itzkowich:     --First person--.

    Ms. Ivana Taylor:     --Name?”    First person.

    Mr. Rick Itzkowich:     First person, yes--.

    Ms. Ivana Taylor:     --I often wondered that myself.

    Mr. Rick Itzkowich:     First person.    Remember, you’re

building relationships, so you want to talk as if you’re talking

to one other person.    So, instead of looking at a target

audience, look at a person that exemplifies your target


    So, instead of me talking to, say to, a journalist or to a

blogger, I’m going to be talking to Ivana.

    Ms. Ivana Taylor:     Got it.    Got you.   And that makes so

much more sense.

    In fact, I think what I would love to have you talk about

too is, especially for an executive or a CEO is, what’s the best

way to approach the summary?    What is--what should the summary

be like?    Some of them are created.   Some of them are fun.   Some

of them are dreadfully dry.    And now that you’ve talked about

writing them, so now--so tactically speaking, what a CEO,

executive or business owner should do is think about their

objective, who’s going to be reading the profile or--.

    Mr. Rick Itzkowich:     --Well, who--?

    Ms. Ivana Taylor:     --How--.

    Mr. Rick Itzkowich:     --Do they want to read the profile?

Not who’s going to be reading, because a lot of people are going

to be.   But, who do you want to have read your profile?     Who are

you attracting--?

    Ms. Ivana Taylor:     --Okay, excellent.     So, talk about that,

because when you get into that summary--because that’s the first

impression, other than what’s in the name and--.

    Mr. Rick Itzkowich:      --Your headline is your first

impression.   That’s what people will see.     It’s kind of like

that’s your elevator speech.    You get 120 characters.      And that

headline, by the way, will show everywhere you participate on


    Ms. Ivana Taylor:      You have the best headline.    Or, is that

on your Twitter?   That’s, I think, in your Twitter bio,

actually, that’s fabulous, something about tripling your


    Mr. Rick Itzkowich:      Right.

    Ms. Ivana Taylor:      So, I love that.

    Mr. Rick Itzkowich:      So, you want a--you want something

that will capture somebody’s attention that will either say, “I

wonder what that is,” curiosity or, “I want to learn more about

that,” or create and make them laugh or something.       Just

basically it is something that they’ll say, “interesting,” that

has you stand out.   There’s 80 million people and counting on

LinkedIn.    You want to stand out when somebody comes across your


    Ms. Ivana Taylor:      Um-hmm.    So, okay, repeat again, because

I’m in the gifted class.

    So, the summary is written for--?

    Mr. Rick Itzkowich:      --The summary is written for the

people you want to be reading or connecting with you.

    Ms. Ivana Taylor:     And so, it should be filled with--.

    Mr. Rick Itzkowich:     --It should be whether--.

    Ms. Ivana Taylor:     --[Unintelligible] or--.

    Mr. Rick Itzkowich:     --It should be--.

    Ms. Ivana Taylor:     --[Unintelligible] want--.

    Mr. Rick Itzkowich:     --Filled with information that is

going to make sense to that person.    Remember, you are there to

solve--help them solve certain problems.    So, identify what

problems do you primarily want to solve this target person, this

target audience.

    For me, the problem is how to make sense out of LinkedIn.

How to monetize it?   If that--people says--.

    Ms. Ivana Taylor:     [--Unintelligible--.]

    Mr. Rick Itzkowich:     --“How do I get my ORI to work on

LinkedIn?”   So, I’m going to speaking to that person who has

those problems or those questions.

    Ms. Ivana Taylor:     Got you.   Got you--.

    Mr. Rick Itzkowich:     --I’m going to be answering them and

I’m also going to be giving people my credibility, something

that shows this guy knows what he’s talking about and proof that

this guy is someone that I should get to know.

    Ms. Ivana Taylor:     Well, that makes a lot of sense.   And I

think for CEOs what might be--I’ll tell you what’s making a lot

more sense to me now than it did in the past.     If I’m a CEO and

the person I want and my objective is to use LinkedIn to--well,

you can--one is to raise money, then my summary would look

completely different.   I’m a person that you would want to give

money to--.

    Mr. Rick Itzkowich:     --Exactly--.

    Ms. Ivana Taylor:     --Versus if I’m a CEO, who’s using

LinkedIn maybe to build high-level relationship with really,

really big clients or something like that, and then the summary

would read completely differently then.

    Mr. Rick Itzkowich:     That’s exactly right.

    Ms. Ivana Taylor:     I didn’t get that before, and I think

that’s so powerful, because so many of us, again, are using

LinkedIn as--.

    Mr. Rick Itzkowich:     --As a resume--.

    Ms. Ivana Taylor:     --A resume.   And not that there’s

anything wrong with that, but at the same time, I think that is

a pivotal, pivotal recommendation that you’re making, because

(1) what is your objective?    What will you do with this tool?

How will you use it, as an individual, as a leader or a business

owner?   What are you going to do with that?   And then really

working those strategies.

    Mr. Rick Itzkowich:     Yes.

    And the other thing to keep in mind is, I know this has

helped me, is your profile is your sales page.      Your profile is

what’s going--once you attract somebody to you, and you will

attract somebody to you in a variety of ways, either because

you--your name may attract people, because people want to get to

know you or meet you, the number of connections that you have

may attract people, your information may attract people.

Whatever it is that you’re doing that cause people--your profile

should not only attract and bring them to you, but want them to

keep engaged with you.    And the way they engage with you is by

connecting to you.

    Ms. Ivana Taylor:     You had mentioned something on the

practice call the other day that I would like to bring out,

because I believe that I’m a big, bad breaker of I’m not using

this correctly.   And LinkedIn has incorporated these status

updates.   So, if your objective is to be the leader of a

company, use LinkedIn as a platform to communicate the great

things that you’re doing as a company or as a leader, for

example, just to pick something specific now that I know better,

how should you be using these status updates?

    Mr. Rick Itzkowich:     If you were to take a billboard out

on, let’s say, a key intersection, what would you want to put in

there this month or this week?      What initiative, what project

are you working on right now that will either enhance your

visibility, your credibility or your company’s visibility or

your company’s credibility or even one of your members of your

network’s visibility or credibility.

    Ms. Ivana Taylor:     I see.     Okay, so, that brings to light

this other huge, huge issue, okay, because as I was talking

about LinkedIn as a wonderful tool for doing market research and

finding out what, let’s say, competitors were up to or what

industry leaders were up to, I had a CEO ask me the question of,

“Well, if I’m finding this out about other people, whose to say

they’re not finding this out about me?”

    So, what is a good way to share to protect privacy--

personal privacy, I suppose, and maybe even some company

information that shouldn’t be out there, right?      How do you walk

that line of promoting without crossing the privacy line?

    Mr. Rick Itzkowich:     Well, this--again, this is the limit

that people have about people instead of companies blogging

about their company.    All right.    And as long as you’re going to

do that, first of all, you probably should have some--the same

guidelines that would apply possibly to blogging.      If you have

those, should be applied to LinkedIn for your employees.       I

believe that the more transparent you are, the better off you’re

going to be, but I’m a small business owner, so I may--I would

think very differently perhaps if my company was a large


    Ms. Ivana Taylor:     Well, and the other thing too is people

seem to think--I think people really struggle with this idea.        I

see LinkedIn and a lot of these social media tools as really

nothing more than an extension of real life situations that

you’re in.

    So, you would never go to a professional trade show event

or an industry event and tell people, “Hey, I’m having popcorn,”

or say, “I was just in San Diego doing,” whatever.       You wouldn’t

say that at a networking event, because it doesn’t have any


    Mr. Rick Itzkowich:      Correct.   It doesn’t add to your

visibility and/or your credibility.

    Ms. Ivana Taylor:     Exactly.   It’s just paplum.    So--.

    Mr. Rick Itzkowich:      --And--correct--.

    Ms. Ivana Taylor:     --You want to be putting these things on

the post that--.

    Mr. Rick Itzkowich:      --So, what--.

    Ms. Ivana Taylor:     --Are--.

    Mr. Rick Itzkowich:      --You communicate in your updates,

first of all, as opposed to Twitter and/or Facebook, on LinkedIn

the question is, “What are you working on?       What projects are

you doing?   What matters?   What’s of importance?”      If you’re

want--you may want to talk about what you’re doing for the


       Ms. Ivana Taylor:     Um-hmm.   Oh, that’s a good one.    Right.

Yes, that’s--but there’s a private--those are personal things

that are not necessarily private.

       Mr. Rick Itzkowich:     Correct.   Just going to--again, that

will showcase you.    See, the thing about LinkedIn what you’re

building is a brand, and you are in control of it.          LinkedIn

actually ranks very highly with search engines, with Google.           If

you do a search for my name, and probably for your name, you

will come--your LinkedIn profile will come pretty high up on


       And so, what you can do is you can control that by what you

put on your profile and all of that.        So, that’s the first thing

that people will see about you, so to a certain extent you’re

control of your brand, but if you think of yourself as your

LinkedIn brand, then part of what it is, is building your brand.

       Ms. Ivana Taylor:     Oh, yes, in a very, very cost effective


       Mr. Rick Itzkowich:     A very cost effective way.

       Ms. Ivana Taylor:     Exactly, exactly.   I think that is--so,

I have another question coming in from the audience, if you

don’t mind.

       Mr. Rick Itzkowich:     No, absolutely not.   I love--.

       Ms. Ivana Taylor: --I’m watching time and--.

       Mr. Rick Itzkowich:     --This.    This is very--.

    Ms. Ivana Taylor:      --Making sure people get their questions


    “How can I avoid having people abuse my contacts?”

    Mr. Rick Itzkowich:      That is a question I get a lot and,

again, is one of the biggest misconceptions that people have.

    There are only two ways for people to--actually, there’s

three.     There’s three ways for people to connect with people

directly on LinkedIn.     One of them is only available to paid

members.     And the first one is by them being directly connected

to them, what is called the first-degree connection.     So, if you

and I are first-degree connections, I can message you and send

you messages directly.

    If we are not a first-degree connection, the only other way

that I can connect with you is by being a member of the same

group.     So, as long as we have one group in common, I can send

messages to you, provided that your settings allow you to

receive messages from people in the groups.     And since that’s

the default setting, and most people don’t know how to change

it, you can pretty much connect with anybody that you share a

group with.

    Ms. Ivana Taylor:      Got it.

    Mr. Rick Itzkowich:      The third way is by sending an InMail.

And that is LinkedIn’s internal e-mail that you can send to

anybody.    You have to pay for that.

    So, meaning if you and I are not--if you and I are

connected, you cannot send any message to my connections, unless

you go through me first or you are connected directly to them.

    Ms. Ivana Taylor:     Got it.

    Mr. Rick Itzkowich:     So, they can’t abuse your connections.

They will have to go through you.   I get introduction requests

and requests from people to connect people to who are in my

network.   For instance, I have Ivan Misner--Dr. Ivan Misner, who

is the Chairman--.

    Ms. Ivana Taylor:     --Oh, yeah--.

    Mr. Rick Itzkowich:     --And Founder of BNI.    He’s a very

influential person in the networking world.      And here’s someone

who I have a close enough relationship with where we are on--an

e-mail from me, he will respond.    A call from me, eventually, he

will return, and we’re on a first name basis.     I wouldn’t say

we’re friends, but we have a strong enough connection that--a

professional connection that we have.

    Ms. Ivana Taylor:     You can send them a message and they

will respond.

    Mr. Rick Itzkowich:     They will respond.

    So, I did request for people who see that I’m connected to

Ivan Misner, “Hey, would you please do this?”     It is up to me

whether I pass the message on or not.     And I--the calling--most

of the requests that I’m getting because I put myself in the

position of Ivan and said, “What’s in it for him if he gets this

request?”     And if I pass a request that he’s not going to

benefit from, my credibility with him is going to suffer and

before you know it, he will not want to receive any messages

from me.     So, I’m going to guard that.

    Ms. Ivana Taylor:      Oh, so in essence, it’s really not that

different from the real world.

    Mr. Rick Itzkowich:      There is no difference from the real

world.   The only difference is this, take away the technology on

LinkedIn, and LinkedIn is about people.      So, how can people

abuse your personal contacts face-to-face?       Well, not unless you

give them access to them.

    Ms. Ivana Taylor:      Right.    They would have--exactly.


    Mr. Rick Itzkowich:      --So, the technology and why LinkedIn

and why executives from Fortune 500 are willing to be on

LinkedIn as opposed to some of the other networks is because of

this, it’s very hard to abuse.

    Ms. Ivana Taylor:      Um-hmm.   Yes.   And it’s very--so, if

they’re concerned about spamming or anything like that, they

shouldn’t be, because it’s extremely hard and tedious to do

something like that.     You have to really want to get to know

someone.     So, you can see, let’s say I would look on your

profile and I could see maybe people that you know that somehow

that we’re connected through different people or you--how does

it go, people that you know that know the person you want to

connect to, right?

    Mr. Rick Itzkowich:     --Well, for instance, I have--the

other reason why you want to have 500 plus connections on

LinkedIn as the number is it makes it much harder for people to

go page-by-page to find out who you are connected to.

    Ms. Ivana Taylor:     Ah-ha.    That’s kind of good--.

    Mr. Rick Itzkowich:     --When you only have 20 or 30 it’s a

lot easier for them to do that.      When you as many as--more than

500 most people will not do that.     The other thing is if people

do a search on LinkedIn, they will found out who those

connections are connected to and one of those they may find out

that it’s you that is connected to that person, so--but they

still would need to request to go through you to get to them.

    Ms. Ivana Taylor:     Exactly.    So, it’s just very, very

difficult.   And--.

    Mr. Rick Itzkowich:     --Very difficult.    So--.

    Ms. Ivana Taylor:     --It’s like--.

    Mr. Rick Itzkowich:     --I would say, rest assured that the

odds that somebody will abuse your connection, I still don’t see

how somebody would do that.

    Ms. Ivana Taylor:     To be honest, I honestly don’t even have

time for that.   Now, I have done some specific searches, looking

for specific things, trying to see if someone is connected to

someone else, and if only when it’s really, really important.

And that’s where LinkedIn is actually very powerful, when it’s

that important.

     Mr. Rick Itzkowich:     Yep.

     Ms. Ivana Taylor:     It’s really not--it’s very inconvenient

to use as a spamming tool or as a way to--.

     Mr. Rick Itzkowich:     --Oh, it is--.

     Ms. Ivana Taylor:     [--Unintelligible--.]

     Mr. Rick Itzkowich:     --That’s--.

     Ms. Ivana Taylor:     --Somebody--.

     Mr. Rick Itzkowich:     --Exactly right.   It’s very hard--.

     Ms. Ivana Taylor:     --So, I feel, you shouldn’t be afraid


     Mr. Rick Itzkowich:     --No--.

     Ms. Ivana Taylor:     --Be up there, and you shouldn’t be

afraid to have your contacts up there.     You, in essence, have

everything to gain and not much to lose.

     What is it that you can lose?     I mean, what would you say

would be the disadvantages of an executive?     What could they

experience that’s negative--?

     Mr. Rick Itzkowich:     --The only disadvantage that I can

think of is that somebody who has a negative reputation would be

part of your network, and by association, you would be connected

to them.

    Ms. Ivana Taylor:     I have actually--not that any of the

people have had negative reputations, but there are people that

I know that I had not connected to for a long time only because

I just didn’t want them to be seen in my network.

    Mr. Rick Itzkowich:     Right.        And if that’s the case, then

you don’t want to connect with them.

    Ms. Ivana Taylor:     Yeah--.

    Mr. Rick Itzkowich:     --That’s fine.        And you can always

remove somebody that you connect with.         And so, you--.

    Ms. Ivana Taylor:     --Are they notified of that if you


    Mr. Rick Itzkowich:     --No--.

    Ms. Ivana Taylor:     --Them?

    Mr. Rick Itzkowich:     No.

    Ms. Ivana Taylor:     So, they don’t know.        Okay--.

    Mr. Rick Itzkowich:     --They don’t know.        They just won’t be

able to message you.

    Ms. Ivana Taylor:     Okay.        So, as we sort of wind up, I do

want to get to the last couple of questions.         What would you say

are some top dos and don’ts for LinkedIn newbie CEOs?

    Mr. Rick Itzkowich:     There are so many--.

    Ms. Ivana Taylor:     --Well, maybe you’re going have to--.

    Mr. Rick Itzkowich:      --That I can think--.

    Ms. Ivana Taylor:      --Pick a couple on each side.

    Mr. Rick Itzkowich:      Yeah.    Well, the first thing, and this

is not just for CEOs, but for anybody, is this, the first one

is, because this applies to everybody, is do not use the default

setting--messages that LinkedIn gives you.      When you send an

invitation to connect to somebody, you want to, at the very

least, personalize that.    All right.

    So, when you are--the default setting for your headline,

LinkedIn gives you one or suggests one, just change it.       Just

whatever LinkedIn gives you as the default for your messages

person--add a little bit of you in there.      Okay, went to do it.

So, that’s a big one.

    Another one, and some of these are so obvious that I’m

amazed that--how people just don’t think about that.       All right.

When you’re asking for something from someone in your network,

always thank them.

    Ms. Ivana Taylor:      Oh, my goodness, yes.

    Mr. Rick Itzkowich:      Yes.    If they do something for you,

thank them.   If somebody--you post a question and somebody

responds, thank them.

    Ms. Ivana Taylor:      Yes, each one.    And that--.

    Mr. Rick Itzkowich:      --Each one--.

    Ms. Ivana Taylor:      --It doesn’t take very long.

    Mr. Rick Itzkowich:       No, it doesn’t take very long and just

do that.    All right.    So, those are just a couple of things that

are very, very basic.

    Things to watch out for on LinkedIn is when you invite

getting what I call the dreaded, “I don’t know,” the IDKs.          On

LinkedIn if you get, I believe, it’s five people who say, “I

don’t know you,” two things will happen.      The first thing is you

will be required from that moment on to enter an e-mail address

for anybody that you invite and, secondly, your account can be


    So, do not go just inviting people willy-nilly.

    Ms. Ivana Taylor:       Yeah, I like your idea.    I made the

mistake early, early on when LinkedIn first came out to--when

you upload your address book, my intention was to only connect

with the people that were already on it, and I accidentally

pressed the button.      This was so long ago.    I accidentally

pressed the button and went to everybody.        So, people were

confused.    I don’t know if that’s still the case, but I really--

and I don’t think CEOs--like I said, I can’t imagine CEOs willy-

nilly just connecting to people [unintelligible]--.

    Mr. Rick Itzkowich:       --I can’t either--.

    Ms. Ivana Taylor:       --I’ve seen, but I would say you can

make a mistake just starting out.      So, maybe just do one

activity at a time.

    Mr. Rick Itzkowich:     Right.

    Ms. Ivana Taylor:     Yeah.        So, that--.

    Mr. Rick Itzkowich:     --One other thought I just had if

this--and it’s still congruent with the mindset of making a

contribution not--and looking for what you can do to add value

to your network and what that is, is do not only look at

LinkedIn for what it can do for you, but look at what you can do

for others.   Look at some of the people you can introduce to

other members of your network, other people on your team, other

preferred clients, other fellow CEOs.         What can you do to help

them?   And use your network to do that.

    Ms. Ivana Taylor:     And that’s very--I’m so glad that you

brought that up, because I think--and we haven’t spent a lot of

time talking about this, but time wasters as opposed to what, if

the C--I looked today and one of the most common things that

CEOs put out on, I think, Twitter or LinkedIn or something, has

to do with leadership.    And what I think is really interesting

is that if you see yourself as the leader of a company, that

LinkedIn is a terrific tool.      And the way you lead is by

introduce--it just allows you to go through some of these things

that you only wish you had time to do, but now you have time to

make those introductions, make those connections--.

    Mr. Rick Itzkowich:     --Absolutely.       That’s--.

    Ms. Ivana Taylor:     --And build those--.

    Mr. Rick Itzkowich:     --The other reason it enhances your

visibility and your credibility as a leader.

    Ms. Ivana Taylor:     As a leader.   And I think that has kind

of fallen by the wayside because of LinkedIn’s such obvious

application in human resources and sales and marketing, but I

think that, like I said, with the CEO that I’ve been interacting

with over the last month, I have been blown away by how this guy

is leveraging his title, his company and getting visibility for

his brand, his new venture.

    Mr. Rick Itzkowich:     Great.   And there’s one last thing

that I will add to that is you’re also leading by example to

your people.   If the CEO is doing it, the other people have no

reason not to do it.

    Ms. Ivana Taylor:     Exactly, exactly.   And I think one of

the most valuable things that--one of the valuable points that

you brought out today is that it really is about controlling

your image and controlling your brand and the image of your

company.   That if you don’t control it, somebody else will.

    Mr. Rick Itzkowich:     Yep.    LinkedIn gives you a lot of that


    Ms. Ivana Taylor:     Exactly.

    Well, that brings us to the 2 o’clock mark.      We are just at

about the hour.

    One thing I do want to do is we’ve shared a lot of

practical tips, but I know that there are so many more.     Rick,

if people want to get more information and dig in to LinkedIn,

at your level of detail or just newbies to get started, where

can they go for more information?

    Mr. Rick Itzkowich:     linkedinreferralsuccess (all one

word), is a website where I have

some information about my LinkedIn power video tutorials.

That’s a great way to start.   They can also connect with me on

LinkedIn.   Do a search by my name, and they can mention to me

that they were on this call or they were part of your network

and that’s good enough for me to accept the invitation.     We can

start conversations.

    Ms. Ivana Taylor:     And you have a wonderful blog attached

to your LinkedIn profile.   First of all, there are two thinks on

Rick’s LinkedIn profile that I really want to recommend to

everyone.   The first is an outstanding video that plays.      And if

you want to get the tip on how to do that, you’ll have to go

into the   And the second thing that

Rick has that I’m now going to visit daily, I think, is you have

your nice little blog on there for newbies where there also

terrific tips.

    Mr. Rick Itzkowich:     Yep, that’s part of making it easy for

people to get some of that information in different places.

Instead of having to go to the blog if they’re on LinkedIn and

do that, they can get--they can see that, also for people who

first come in.   It’s another way for people to get to know me.

     Ms. Ivana Taylor:     Exactly.     Well, you are--.

     Mr. Rick Itzkowich:     --And for me to add value to them, so-


     Ms. Ivana Taylor:     --And you are fun to get to know,

because I know I met you off of LinkedIn as well and that’s how

this whole thing got started.        So, it’s just been a really,

really wonderful, wonderful experience.        And thanks to your

tips, I think my profile’s a lot better off.

     Mr. Rick Itzkowich:     I’ve seen it.     It is.

     Ms. Ivana Taylor:     Did you test me?

     Mr. Rick Itzkowich:     I’m checking you out.      By the way, I’m

doing what everybody else is probably doing, too.

     Ms. Ivana Taylor:     Well, of course, of course.

     So, I want to thank everyone who took the time to be on the

call.   You can expect a--in the next few days, you will receive

a recording and a transcript.        I do want to edit it a little

bit, because--so you don’t get hims and ahs and people talking

over each other.   So, I’ll be sending that your way along with

any types of resources.

     At the end of the call, you’re going to be receiving a

survey.   Please take the time to do that.       We want to know--this

is the first time that DIY Marketers has done something, and I

want to thank Rick for playing along.

    So, please do respond to that survey.

    And, Rick, thank you so much for taking time out of your

busy travel schedule to spend an hour with us.

    Mr. Rick Itzkowich:      Well, as you can see, I love talking

about this stuff.     And anything that you’re involved with, I

want to be part of.

    Ms. Ivana Taylor:      Well, excellent.

    Well, I look forward to--and you can expect on to see a lot more LinkedIn content, so keep an

eye out for that.

    And with that, we will end our session.      And thanks,


    If you have feedback of any kind or you want to let me know

anything at all, because, again, this is the first time, please

send an email to      That’s I-V-A-N-A at

    Thanks, everyone, for being here.

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