Julie Atherton MBA F IDM

MBA
University of Bath
December 07, 2022

Online Professional Networking: An Exploration of Trust Limiting Behaviour on LinkedIn

III: ABSTRACT
LinkedIn is the world’s largest social networking site for business professionals with over 830 million members worldwide (LinkedIn, 2022). Individuals take a “leap of faith” (Akrout, 2019), trusting to connect with both people they know and those they have never met, to share ideas, support initiatives, and encourage participation. Since the Covid pandemic LinkedIn’s importance in building and maintaining professional networks has increased with a 20% growth in users between Q2 2020 and Q2 2022 (Iqbal, 2022). To facilitate this, LinkedIn shares guidance, focused around maximising an individual’s Social Selling Index (SSI), to encourage positive, trust-building and network-enhancing behaviours. However, with many users uncertain or unconfident, and unlike in face-to-face encounters, unable to perceive reactions to their activity, the question remains: are there behaviours or actions, unconsciously or unknowingly undertaken, that weaken those professional relationships so increasingly invested in?
This small-scale qualitative research study aims to explore whether there are any potentially trust limiting activities on LinkedIn which could weaken the effectiveness of an individual’s professional networking, to provide useful feedback to users, and identify areas for further research. The research was carried out in two phases. Phase 1 reviewed the content from 19 published interviews with LinkedIn social selling experts. Phase 2 consisted of in-depth interviews with 3 LinkedIn users, at different career stages, to explore their perspectives on LinkedIn professional networking and trust limiting behaviour. The findings indicate that LinkedIn is an important professional networking environment, and potentially the most important place for networking for younger generations and indicates that certain behaviours are perceived as trust limiting which could reduce the effectiveness of a professional network.

B2B Social Selling Strategy: Connect with Customers, Build Relationships and Drive Sales
Kogan Page
November 03, 2022

Written by a recognized social media expert, B2B Social Selling is an indispensable guide for B2B sales, marketing, and social media professionals.

Social media, when deployed strategically and effectively, offers a uniquely personal long-term networking opportunity for sales teams and business professionals. For many, this has supercharged their sales performance, with empowered teams, faster results, and higher revenues. For others, the challenges of navigating social channels for business can be daunting. Concerns over social media confidence, personal and professional conflicts of interest, and a loss of management control can lead to a lack of action or just plain dull and ineffective modes of engagement.

A practical approach to personal branding and social selling. Read how to:
• Use the B2B social selling framework to create an achievable strategy
• Deliver, measure, and optimise leads and sales
• Understand your networked audience and their motivations
• Build a personal brand that works in synergy with your business
• Create and curate content to attract attention and gain trust
• Work with B2B influencers
• Transform to a social selling culture
• Integrate social selling with other sales and marketing channels
• Select the right tools for CRM and automation


Additional content:
• Original research on the supports and barriers to social selling
• Case studies and interviews with industry professionals
• Online interactive tools and templates to create and execute your own strategy
• Forward by Stephen Walsh, founder of BuzzSumo and Anders Pink

Manual Do Social Media; Um guia práti co para redes sociais e eng amamento do cliente
Rodrigo Simonson
June 01, 2022

The Brazilian edition and Portuguese translation of Social Media Strategy; a practical guide to social media marketing and customer engagement.

Strategie Sociálních Médií
Lingea
January 31, 2022

The Czech translation and publication of Social Media Strategy; a practical guide to social media marketing and customer engagement

Social Media Strategy: A practical guide to social media marketing and customer engagement
Kogan Page
October 29, 2019

Social Media Strategy provides a simple structured way to create integrated customer engagement and social media campaigns. Using Atherton's unique Audience-Brand-Campaigns (ABC) approach, the book provides a clear road map for efficient planning, deliverance and financial accountability of social media's contribution to the business.

Create Britain 2030
The Data and Marketing Association
April 21, 2022

The pandemic released a wave of pent-up creative energy. According to a study by The Open University (OU), 61% of individuals tried a new form of creativity in 2020.

Whether painting, sewing, baking, or writing, huge numbers of people sought solace in being creative.

As Kevin Chesters, Co-Author of The Creative Nudge says:

“People think creativity is a job title and it’s not.

You can bring creativity to any field you’re in. You can be a creative lawyer; you can be a creative grandma. Thinking about things in new and interesting ways will just make your life better.”

However, creative businesses are facing new commercial pressures, from the need to show cold, hard metrics; to the squeeze felt by sub-sectors such as the arts and TV production.

As such, the DMA’s Creative Committee have looked at the different ways artistry, inventiveness, and imagination can be used to rebuild trust and the economy.

With case studies, insights from leading creative lights, and more, this booklet uncovers:

The importance of Britain’s creative industries to the economy
Why creativity is in crisis, from funding cuts across the board to a lack of truly representative talent
Strategies for creative and commercial success over the next decade

The DMI Guide to B2B Marketing
Digital Marketing Institute
December 13, 2021

B2B marketing can seem daunting. When every lead has the potential to make a significant impact on your business’s profits, and competition is fierce, your B2B marketing strategy can make the difference between success and failure.

This comprehensive e-book is designed to help you create, use, and continually improve a B2B marketing strategy for your organization.

It breaks the process down into these 10 easy steps, for improved lead generation, customer experience, and sales.

Understand your B2B marketing context
Define your objectives
Take an integrated approach
Understand and target your audience
Build an online presence
Generate, nurture, and convert leads
Measure, test, and learn
Boost results with paid advertising
Drive efficiencies with automation
Where outsourcing could help

E-book: How to Spot, Evade, Manage and Learn from a Social Media Crisis
Digital Marketing Institute
April 04, 2021

Does one misspelled tweet cause a crisis? How do you keep control when a crisis hits on social media? This ebook discusses how to spot, evade, manage, and survive a social media crisis. And, how to emerge from it wiser and stronger.
It includes detail on preparation, with checklists, examples, and sage advice on how to prepare and manage a social media crisis. Available for download to DMI members.

Transforming Digital Strategy with Social Media
AMA Digital Marketing Virtual Conference
September 14, 2021

Closing Keynote: Transforming Digital Strategy with Social Media
Social media has changed the rules. Brands are no longer the sole owners and architects of their proposition and behaviors. They are shaped and influenced by their customers and followers within networked and interdependent relationships. The result, a new hierarchy for strategy. Explore the ABC of social strategy:
Consider the complexity of a networked Audience
Recognize the impact of interdependence on Brands
Reap the benefit of a symbiotic approach to Campaigns

Ahead of the Game Podcast: How to Survive a Social Media Crisis
Digital Marketing Institute
April 04, 2021

Does one misspelled tweet cause a crisis? How do you keep control when a crisis hits on social media? In this episode, host Will Francis hears from social media trainer and founder of Small Wonder, Julie Atherton how to spot, evade, manage, and survive a social media crisis. And, how to emerge from it wiser and stronger.

Collaborate for Social Media Success
Digital Marketing Institute
November 01, 2020

You've created a fabulous social media strategy for your business or client - how do you get buy-in for your ideas and business processes to make them actually happen and get social media success? In this podcast episode, host Will Francis chats with Social Media expert Julie Atherton on how collaborating with others is the key to social strategy implementation.

Julie is the author of the book Social Media Strategy, an excellent resource covering all aspects of social media in clear form. Podcast listeners can avail of a special discount code for the book, listen to the end and you'll hear her share it!

Practical Social Media Strategy
The Digital Marketing Institute
October 01, 2020

In this episode, Will gets the full low-down on practical ways to approach your social media strategy. He talks to Julie Atherton, founder and managing director of the UK marketing consultancy Small Wonder. With 30 years of experience, she has seen firsthand the transition from traditional to digital marketing, and explored every channel out there. Her book - Social Media Strategy: A Practical Guide to Social Media Marketing & Engagement - is already a classic guide.

Social Media Strategy Is As Easy As ABC With Julie Atherton’s New Book
Forbes
November 12, 2019

Paul Armstong interviews Julie Atherton about her unique collaborative strategic approach to social media strategy.

DMA Webinar: The End of 3rd Party Cookies - What's Next?
DMA
May 11, 2021

What comes after the end of third-party cookies?​

Marketers, advertisers, and publishers have long relied on third-party cookies for tracking, data collection, and ad personalisation and targeting. As browser providers move to offer more transparency, third-party cookies are being deprecated. ​

In this session, join John Mitchison, Director of Policy and Compliance, DMA, Zachary Faruque, Offering Analyst, OneTrust PreferenceChoice, Carolyn Bondi, Co-Founder, The Thread Team, Sue MacLure, Director of Data, CACI and Julie Atherton, Founder, Small Wonder as we review the timeline for third-party cookies and the current privacy landscape and ecosystem that is driving the changes. We also cover:

The opportunity for quality first-party data collection and strategies for building trust with your audience
The importance of third-party cookies coming to an end and what benefits this will have on consumers
Expert opinions on how third-party cookies have helped organisations and how the upcoming changes may affect your business

This is Influence: Julie Atherton discusses B2B Social Selling Strategy
https://bridgegrowth.org
February 01, 2023

Julie Atherton is the founder of the social media transformation agency, “Small Wonder”. she helps organisations embed social media into their strategic development and growth.

She has worked with many global brands, including Nissan, Axa Group and Deloitte Digital, to name a few.

She is also the author of a new book, ‘B2B Social selling Strategy’, Connect with customers, build relationships and drive sales.

We discuss:

Why B2B social selling has become an invaluable skill
The value of simplicity in B2B social selling
B2B influencers and how they can grow your business
How a presence on TikTok can boost your brand

Successful Social Selling
Digital Marketing Institute
December 09, 2022

Consultant, founder, strategist, and author Julie Atherton and customer relationship growth manager at Intercom Sean Gallagher join host Will Francis to tell us why Social Selling is more about value than sales. Julie and Sean discuss their original research, which Sean worked on while undertaking his master’s dissertation under Julie’s supervision.

They also talk us through how a personal and company profile can complement one another, and how to go about starting meaningful relationships with industry leaders, among many other topics. Julie and Sean leave us with many practical sales tips on considering TikTok and other socials for selling, and the importance of consistency and genuineness in fostering leads.

Ahead of the Game: 2023 Trends in Digital Marketing Podcast
Digital Marketing Institute
November 25, 2022

It's here! Our roundup of 11 experts across digital marketing with their insights on what to look out for in 2023.

Here's just some of the things they see coming up that marketers of all levels need to think about: the need to address the cost of living crisis, a shift within infuencer marketing, social media going back to its roots and seeing some decentralization, further personalization and a push back to one-to-one interaction, the need for skills in data analysis, the rise of super-apps, where is automation going, new responses to the shift in data, GA4, the serious use of AI, consumers' expectations of brands, and lots more!

We were delighted to have our host Will Francis chat with:

Ken Fitzpatrick of the DMI, Neal Schaffer, Caitlin Seele of Drift, Kate Toon, Clark Boyd Julie Atherton, Alison Battisby, Cathal Melinn, Katrina Noelle, Stephen Walsh, and Chris Coomer of Neil Patel Accel

The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on our website, as well as all podcast platforms including Apple Podcasts, Spotify, and YouTube.

The Social Media Union Podcast: B2B Social Selling
The Social Media Union
November 03, 2022

In this episode, Jenna Alicia talks to Julie about her latest book (dropped 3rd November 2022) 'B2B Social Selling' and we get in to what social selling is, how you can use it in B2B sales and the power of using individual employees profiles for social selling, building relationships and more.

Drift Conversation Starters with Sammi Reinstein: How to Effectively Incorporate Social Media into a B2B Sales Strategy
Drift
October 26, 2022

As we've learned this season, videos, emails, virtual events, and personalized demos all help to continue conversations with both prospects and buyers, but what about meeting prospects and buyers on the channel where they already spend a lot of their day (for better or for worse).
That channel is social media, and if used correctly, it can be the secret to cutting through sales noise.
Julie joins Sammi for the Season 3 finale to share her best practices for starting, and continuing, conversations with both prospects and buyers through social media.

Masterclass: How to implement a successful B2B social selling strategy
Kogan Page
October 21, 2022

Join Julie Atherton to explore how a social selling strategy can empower teams, achieve faster results and increase sales performance. Learn to identify the right channels for your business, gain the trust of your audience and measure success while avoiding the common pitfalls of managing a social selling strategy.
Drawing upon her many years of experience in social selling and marketing, Julie will be speaking about:
What is social selling and why embracing it affects the culture of organizations
Why social selling works
How marketing and sales teams can work more closely to achieve better results
The type of leadership needed to ensure the success of your social selling strategy
Examples of organizations that have been successful
Gain key insights into how to implement and successfully manage a B2B social selling strategy in your organization.

Supercharge Your Social Media Strategy for 2023
CIM
March 15, 2023

CIM Member Exclusive Webinar:
In a constantly changing environment it can be hard to keep up with the latest tools and trends, especially on social media.
CIM course director and founder of social media and marketing consultancy Small Wonder, Julie will unpick the top social media trends for 2023, and share tips on how to stay ahead with social.

Tune into the session live for the chance to take part in our Q&A session.
Members can watch the recording to discover:
Which platforms to keep on your radar
How to implement new trends into your strategy
Which social media trends are set to take off this year.

DMI Webinar: Revolutionise your B2B Marketing Strategies
Digital Marketing Institute
May 12, 2021

Whether you work for a global brand or an SME, ensuring your business can stand out from the crowd is crucial to B2B marketing success.

This webinar with Julie Atherton.author, and Founder and Managing Director of Small Wonder, we focus on identifying the levers that will revolutionize your approach to B2B marketing.

Julie covered the following::

The key trends in B2B marketing - Technology, Channels, and Content
The importance of creating "stand-out" in your market
How to integrate and optimize the customer experience
Top tips for generating quality leads
How to make limited budgets go further

Social Selling Fundamentals for B2B
The Digital Marketing Institute
December 09, 2020

Now more than ever it is crucial for B2B organizations to integrate effective social selling into their marketing and sales activity.
In this webinar, social media consultant and author Julie Atherton explains and explores the fundamentals of social selling. She covers:
• What is 'the social selling funnel'?
• How social can help you build an effective sales network
• The importance of content marketing in social selling
• The principles of lead nurturing in social
• How to harness influencers in your network