Doing business at the speed of light depends on your ability to build and maintain relationships. Communicating your personal brand as a reflection of your authentic self is key to your success in with clients, colleagues, and partners. This presentation is part of the Rinker and Associates' Master Series. Highlights from the speaker's notes were incorporated into the presentation slides to create this manifesto.

1. R INKER A S S O C I AT ES M A S T E R S E R I ES
The Practical Effects of
Social Networking

2. introduction
There are “special effects” and then there are “practical effects”. Special effects create
the smoke-and-mirror version of the real world (like computer generated images created
in the film industry). Practical effects create authentic versions of the real world and are
comprised of all those things you control. That’s everything between you and your
outreached fingertips – that’s right, it’s just you. This manifesto is focused on those
things - - the practical effects of your interaction with the real world. - - Lorraine Rinker
Important Disclaimer: Although every effort has been made to ensure this presentation
is free from errors, this publication is made available with the understanding that the
authors, editors, and publisher are not responsible for the results of any action taken on
the basis of information in this work, nor for any errors or omissions. The publishers, and
the authors and editors, expressly disclaim any and all liability to any person, in respect
of anything and of the consequences of anything done or omitted to be done by any
such person in reliance, whether whole or partial, upon the whole or any part of the
contents of this publication. If expert advice is required, services of a competent
professional person should be sought.
www.rwcs.biz | Practical Effects© 2009

3. is networking all it’s quacked up to be?
Yes, now more than ever!
90% of the positions available are
actually in the hidden job market!
Source: Fortune Magazine 2009
www.rwcs.biz | Practical Effects© 2009

4. button your buttons
Whether you network
in the physical world or
the virtual world - - if
you’re going to
network - - button
your buttons!
Do it right the first
time by making your
one and only first
impression the best it
can be!
www.rwcs.biz | Practical Effects© 2009

5. strengthen your authentic brand
Tom Peters coined the
phrase “Brand YOU” back in
the late 90’s - - but now
more than ever it’s still very
significant to our success!
Do you know what your
personal brand is?
Is your personal brand an
authentic representation of
who you really are?
www.rwcs.biz | Practical Effects© 2009

6. embrace the very thought of you
You can explore your personal brand
by finding out how others perceive
you.
What will ten friends say about you
when you’re not around?
What will ten of your colleagues say
about you when you’re not around?
Your clients? Your boss?
If you don’t know - - find out now!
www.rwcs.biz | Practical Effects© 2009

7. leverage all degrees of separation
Did you know that just about
everyone in the Sacramento
Metro Region is connected within
2-3 degrees of separation?
Do you know the average degree
of separation in your region?
www.rwcs.biz | Practical Effects© 2009

8. break into the inner circle
The inner circle
is made up of
movers and
shakers, high
profile, tight knit
people.
If you’re not in
the inner circle,
what are some
ways you can
“break into” the
inner circle?
www.rwcs.biz | Practical Effects© 2009

9. stand out in the crowd
With so many people “out there”, telling your unique
compelling story is a way you can stand out in the crowd.
www.rwcs.biz | Practical Effects© 2009

10. be a charismatic networker
A charismatic person is someone
who is authentic, passionate, and
courageous. It’s someone who has
a gift of using their personal being
to interact and communicate with
others.
Charisma is personal – you must
find it within yourself to inspire and
influence others.
www.rwcs.biz | Practical Effects© 2009

11. put leverage into action
It’s hard to build “exclusive”
relationships, so there is no point in
holding back.
When you connect people that are
true opportunities for each other,
that is leverage in action.
www.rwcs.biz | Practical Effects© 2009

12. once connected stay connected
If there is potential for a high
value proposition in building a
strategic alliance, then do it!
Don’t just use people. Treat
them with respect. Get
connected, then stay
connected. . . no matter what
it takes.
www.rwcs.biz | Practical Effects© 2009

13. connecting the 21st dots
How big is your
network?
It’s probably bigger
than you think - - and
remember, quantity
is not more
important than
quality.
GustavoG (Source: Flickr)
www.rwcs.biz | Practical Effects© 2009

14. who do you know?
Lorraine prefers being a
connector!
Social Network Analysis
The “Kite Network” developed by
David Krackhardt (leading researcher
in social networks)
www.rwcs.biz | Practical Effects© 2009

15. On January 1, 2009, Facebook
reported 150 million users. In
April 2009, they reported 200
million users. For me, the really
big deal was that they picked up
those 50 million additional users in
just three months!
www.rwcs.biz | Practical Effects© 2009

16. other players you should know
www.rwcs.biz | Practical Effects© 2009

17. Here’s an example of a Millennial’s
creative and effective approach to using social media in her job
search!
www.rwcs.biz | Practical Effects© 2009

18. Here’s one boomer’s use of a
another creative option personal branding strategy . . .
www.rwcs.biz | Practical Effects© 2009

19. social media’s impact on business
Total average of USA, Canada, UK and France
Creating quot;viral campaignsquot; that encourage consumers to tell
friends and relatives about your company, product, or 62.00%
service
39.40%
Posting videos on sites such as YouTube and Revver
Using social media sites as new advertising channels to 38.00%
complement traditional advertising
Reading and analyzing relevant social media to understand 64.80%
genuine and unfiltered consumer perceptions
Engaging with relevant influential bloggers to encourage 45.10%
them to write about your brand or company
31.00%
Creating a brand or corporate blog
33.80%
Social networks, such as MySpace and Facebook
Source: cymfony’s media intelligence
www.rwcs.biz | Practical Effects© 2009

20. social media’s impact on business
64.8%
Reading and analyzing relevant social media to
understand genuine and unfiltered consumer
perceptions.
Check out how Dell, Comcast, and Zappos are using
twitter to improve the customer experience.
www.rwcs.biz | Practical Effects© 2009

21. business planning for social media
People
P Assess your customer’s social activities
O Objectives
Decide what you want to accomplish
S Strategy
Plan for how relationships with customers will change
T Technology
Decide which social technologies to use
Source: Forrester Research 2007
www.rwcs.biz | Practical Effects© 2009

22. have something to say?
blog it!
But first, have a plan and be prepared to keep
your blog current.
You’re only as good as your last blog post.
www.rwcs.biz | Practical Effects© 2009

23. twitter tweet
twitter is the
new golf
idea credit @AlbertMaruggi
Anything that has a digital
footprint (no geographic
boundaries) could benefit
from twitter--Guy Kawasaki
www.rwcs.biz | Practical Effects© 2009

24. reputation management
If you’re going to hang
out your laundry,
make sure it’s “clean”.
www.rwcs.biz | Practical Effects© 2009

25. have you googled yourself lately?
You can hire a reputation management company
to help remove negative results from google
search, but it can be pricey.
There are things you can do for yourself to get
that negative result stuff off of the first page of
google search results. Fill the first page with
“good stuff”. Your own website, your blog, social
network profiles (facebook), business profiles
(linkedin, naymz) all appear higher on the google
search results.
Source: CIO Magazine
www.rwcs.biz | Practical Effects© 2009

26. building business via social networks
There are four ways social networking can
build business:
- Finding Unexpected Collaborators
- Building a Global Business From Scratch
- Finding Talent in the Trenches
- Viral Marketing on the Cheap
Source: Forrester
www.rwcs.biz | Practical Effects© 2009

27. business at the speed of light
Your success during these “speed of
light” times will require a balanced use
of real and virtual networking.
If you’re not on the social networking
circuit yet - - make a plan and get on.
If you’re heavy into the social
networking circuit - - take a break every
now and then to be seen in the physical
world too!
www.rwcs.biz | Practical Effects© 2009

28. the world at the speed of light
Business is moving at
the speed of light. And
so is the world in
general.
How will you
successfully exist in a
world that moves at the
“speed of light”?
What will you do to
adapt and succeed as
“shift happens”?
www.rwcs.biz | Practical Effects© 2009

29. your call to action
Lead, inspire, change the world - -
for Baby Boomers that means “AGAIN”!
www.rwcs.biz | Practical Effects© 2009

30. the author
Lorraine Rinker – Radical Careerist
lorraine@rwcs.biz
www.rwcs.biz
www.twitter.com/lorrainerinker
www.linkedin.com/in/lorrainerinker
www.slideshare.net/lorrainerinker
Lorraine’s portrait by Sirlin Photography (Sacramento)
Stock images by fotik.com, istockphoto.com, flickr.com
www.rwcs.biz | Practical Effects© 2009