Why you need to stop the broetry on LinkedIn now
Timothy "Tim" Hughes 提姆·休斯 L.ISP
Should have Played Quidditch for England
You will often see posts from?LinkedIn ?experts explaining how they know how the?LinkedIn ?algorithm works and of course,?only?LinkedIn ?know how the algorithm works.?
And so often when people try and "game" the system, it swings back around and smacks you in the face.
Linkedin want to promote great content, but how do you measure great content?
The number of?likes ??
The problem is that?Pods ?game the system by people dropping likes on content whether it's good or bad.
In case you don't know,?a pod is a group of people on Linkedin who agree to like each other's posts.?
It's easy to spot as you will see a post with loads of likes and no comments.?Or the comments are?"great post"?or something short like that.?Pods are illegal as far as LinkedIn are concerned.
Enter dwell time
Way back in time, LinkedIn introduced something called?"dwell time" ?it was their way of trying to stop pods.?Why?
The way to get around having poor content that has lots of likes on it (from pods) was to introduce something called?"dwell time" .?If you can imagine with a pod, people don't read the article, they just drop a like.?Whereas, if people actually stop on the article and?"dwell" ?on it then that must be good content.?
Linkedin experts then announced ways to "scam" the algorithm by promoting what is called?broetry . Also check out this article from The Independent from January 19th 2022.
Broetry ?are posts that look like this.
"One sentence.
One paragraph.
A dull personal anecdote.
A clichéd life lesson.
But what are they?
And why are they on an employment-oriented social networking service...
That we occasionally visit to chuckle over lousy job leads?
Those posts are?broetry .
And this is a broem."
By writing like this, you are "forced" to dwell on the article, the algorithm thinks this is great content and promotes it.?Boom!?Once again,?poor content is being promoted on Linkedin because of broety.?
Thanks to this Buzzfeed?article ?from 2017.?
The problem with this is that Linkedin are now de-prioritising anything written in this style.
You maybe asking how do you know this? Only Linkedin understand the algorithm after all, as you can see from the articles I refer to, Linkedin want to put an end to it.
Now Imagine .....
How about if I said,?I can take you to a place where all your prospects hang out, would you go?
I can pick you up in the?car ?tomorrow and you can hang out there, having conversations with them.
When you arrived, what would you do?
Grab a?coffee ?and go up to the first one and start a conversation??Of course you would.
Or would you walk in and say?"buy my stuff, because we are great".?Of course you wouldn't, as somebody would call security.
That's the difference.?Selling on social is ...... social.?You have conversations with people.
You don't go up to people and pitch to them as people will call security.
The great thing about social is that there is no "prime selling time (PST)", you can have as many conversations as you want.?One of my customers, does his prospecting between putting the kids to bed and when he goes to bed.
It's time to bring your demand generation into the second decade of the 21st century and it's time to?"start fishing where the fish are"?...... on social.?
What is social selling?
Here at?DLA Ignite , we define social selling as
"Using your presence and behavior on Social Media to build influence,
make connections, grow relationships and trust, which leads to
conversation and commercial interaction."
It's not?witchcraft , it's?enabling your salespeople to work from?home , (or the?office ) and create conversations with prospects and customers.?Conversations on social media and conversations that convert.?
The problem with the name "social selling" is that people think that this is selling on social.?All these pitches that you get on social are not social selling, they are?spam .
The other thing you need to know about?social selling?is that this isn't about "putting out some videos" or "putting flowers on your profile" or "going viral".?Here at?DLA Ignite , engagement is important but we are about driving?revenue ,?EBITDA , for your business using social media.?This is about you winning business from the competition and having a competitive advantage.?
Social is about having a strategy and there are two key drivers
With anything you do on social there are two questions you need to ask
2. How much revenue / EBITDA am I getting as a business?
Posting and hoping or posting random stuff is not a strategy, in fact I doubt it's driving anything for your business.?
So who's social selling?
In case you missed it, the?Bank of America’s Merrill Lynch ?have?banned cold calling ?and have moved all their people to?social selling . This isn't some trendy tech company that might have decided to do this on a whim, this is a very conservative financial services company that has made a decision based on data.
But surely cold calling has a better ROI than social selling??Not according to Merrill Lynch.
"They will also be encouraged to contact prospects over LinkedIn, which has a higher hit rate than cold calling"
The?CRO ?(chief revenue officer),?Richard Eltham ?of?Namos Solutions , of one of clients posted a comment on LinkedIn about?social selling . See?here .
“Social selling is not an option now it is the way of the world and you either learn and execute it or fear getting left behind”?
Kevin Murray ?who is the Head of Sales at?MacArtney ?Underwater Technology recently posted about his success with social selling?here ?and wrote an article about the transformation that has happened in sales?here .
Andrew Ferrier ?who is the?CEO? of?Display Technology ?Ltd and in this?article ?it talks about why?Display Technology ?have adopted social selling.?His team have also created a social media strategy with help from our partner,?Crux .
Their social media mission statement is
“We want to position ourselves as a forward-thinking, knowledgeable team of individuals who are all experts in our own right, therefore, collectively awesome!”
Andrew also says in that post
"Adopting this (social selling) strategy has taken all of us well outside of our comfort zones but the rewards we have seen in a short period of time have created an excitement within the business development team (new term for sales team).
Because of the nature of social media, quite often you can get instant results.?Even if that is just a comment left on your post, or a like, or someone taking the time to want to connect with you.
The excitement around the sales team is infectious, it’s no longer a chore to reach out to the market place?because the results can be instant and are there, right in front of you."
What sort of results can you expect?
If you check out this?video ?of?Chris Mason ?CEO at?Oracle ?reseller?Namos , and?DLA Ignite ?customer, fast forward to 19 minutes 55 seconds. Chris talks about a?$2.6 million win from being on social, after completing the?DLA Ignite ?social selling and influence course.?
What happened??They buyer was on social media looking for a solution to their problem, spotted one of the Namos salespeople, who had a buyer-centric profile and asked if the salesperson could help them.?That turned into a $2.6 million deal.?
Contact any of the?DLA Ignite ?team,?Eric ,?Adam ,?Vanessa ,?Lorena ,?Priscilla ,?Lenwood ,?Alex ?and they will be more than happy to help.
Go and look at their?LinkedIn ?profiles .... look how they can have digital conversations, create insightful content.?This could be your company!?
We are the only social selling and influence company in the world to offer a certificate in social selling sponsored by the?Institute of Sales Professionals ?(ISP).
Other articles you might be interested in ....
Articles for the CEO
Articles for Sales leadership
领英推荐
Can programmatic social selling sort my pipeline issues?
Articles to support sales people - sales process and sales tips
Can I use prospect sequencing with social selling?
Articles to support channel and third party selling
Articles to support Account Based Marketing / Account Based Selling - ABM - ABS
Articles about Employee advocacy
Articles for Marketing
Our VP of Sales Just got 83 likes on a LinkedIn post, so that means we are social selling? No!
I make strange electronic music that scares cats ??
2 年Great post Timothy I had never heard the term broetry however I have been incorparating elements of it as I read somewhere that it is a good way to get engagement. Check this out Hayley It's what I was taking about yesterday without being aware that it was a style with a name. With your wordsmith talents I recon you could churn broerty out in spades ??
Managing Director | HSSE | Risk | Strategy | Brand | Influence | Leadership | Performance | Key Note Speaker | Published Author | University Lecturer (part time) |
2 年Really interesting Timothy (Tim) Hughes 提姆·休斯, love the content (never heard of pods before).
At my core, I am a teacher. I'm great at the middle of conversations. I'm not as athletic as I remember being.
2 年Wow Timothy, that is crazy. What do you think they'll do next? I am guessing homie haiku.
Digital Commercial Strategist - Developing people and organisations to become leaders in their sectors - TedX Speaker - Keynote speaker, event host/compere/moderator - Artist
2 年It was always awful! Glad its finally being stamped out.
Navigating the turbulent waters of defence, marine, and energy sectors with a hearty laugh and a bucket full of experiences! Freelance Technical and Managerial support to a variety of sectors!
2 年Nice one Timothy (Tim) Hughes 提姆·休斯 …. Didn’t know it was a thing until recently…. Every days a school day