This is surreal.
Just last week, I was chilling on a sailboat with my friends in San Francisco. And, here I am writing this post from a hotel room in Toronto, the culmination of a week of hectic activities that’s been months in the making.
My LinkedIn story, continues…
I’m stoked at the continuation of a super-exciting journey I began at LinkedIn close to 4 years ago (here’s a video Jeremiah took when I just started out here), and boy, what an awesome roller coaster it’s been. The opportunity to work with some of my favorite social media peeps in the world, a mentor from whom I’ve learnt a ton, a CEO who truly gets social media, some really smart, funny, entertaining, colleagues, and a chance to change the way our users and companies perceive and use LinkedIn.
But, I digress… So, what am I doing in Toronto at LinkedIn’s Canada office? My role moving forward, will be to take LinkedIn’s social media marketing efforts global. Toronto, is the central hub from where I can work with our global teams at creating a new paradigm for our marketing and PR efforts across the globe.
Moving forward, my focus areas at LinkedIn:
1. Global blog editor of the LinkedIn blog
- When we started the LinkedIn blog, our primary goal was to not just create the source of information around LinkedIn but more importantly to create a dialogue between the folks behind LinkedIn (product, engineering, design, developers, etc.) and our users. Since then we’ve had over 80 contributing bloggers from within the company and over 8000 conversations.
- The goal now is to tailor this information to users in different parts of the world as well as craft content that’s more in tune with users in different countries. For starters, we’ve LinkedIn in 6 different languages, and half of our users are from outside of the US. So, that’s a starting point, right there.
2. Localization of social media strategy globally
- As my good friends Lionel Menchaca and Jeremiah Owyang say repeatedly, you always find where your users are and engage with them on their platforms of choice. We’re currently engaging with our users on multiple channels including LinkedIn (of course), Twitter, Facebook, Flickr, and YouTube.
- The next goal would be to create a comprehensive strategy around content and engagement on these different platforms, whether it be better integration of social with our blog or better routing of this feedback with customer service (for e.g.). Jeremiah just hinted at how 2011 is going to be the year of the social corporate website and I’m sure corporate blogs will be no exception to this development.
3. Working with companies on how-to do LinkedIn right
- Increasingly, I’ve been having conversations with my social media peers at different companies – Tom Hoehn (Kodak), Esteban Contreras (Samsung), James Musick (Genentech) for e.g. – to share LinkedIn and social media best practices. Something I’ll continue to share these with you on this blog.
And, now with Shannon Stubo leading our PR team back in HQ, the ever dependable Krista Canfield – my colleague, friend and “shoe fanatic” (it’s true), and some new additions to our team, it’s the right time to take this program global and I’m excited that I get to do that from a city as vibrant as Toronto.
So, if you’re a professional in – Marketing, PR, HR or Customer Service – come back to the blog for more information on topics like: business blogging, ceo communication, employee engagement, linkedin tips and more.
And, if you or your team is responsible for social media in your small business or corporation, I’d love to hear from you. Leave me a comment or @mariosundar me.