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
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
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
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
All righty. So, once again, let’s give it a shot. Ivana
Taylor here, publisher of DIYMarketers.com, 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
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 xyzcompany.com, 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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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), linkedinreferralsuccess.com 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
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 linkedinreferralsuccess.com. 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
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
DIYMarketers.com 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 firstname.lastname@example.org. That’s I-V-A-N-A at
Thanks, everyone, for being here.
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