In Marketing these days, it’s all about “Influencer Identification.” As in, “How do I spend as little money as possible to reach the most important people who will say good good things about me?” It’s a simple srategy and hard to pull off.
On the flip side, there’s something you don’t see a lot of – the followup. After spending all that time to get the early adopters to make referrals to the majority, many brands simply forget where they got their start. That’s what makes this simple email from LinkedIn’s CEO so clever.
I want to personally thank you because you were one of LinkedIn’s first million members (member number 121884 in fact!*). In any technology adoption lifecycle, there are the early adopters, those who help lead the way. That was you.
We hit a big milestone at LinkedIn this week when our 100 millionth member joined the site.
When we founded LinkedIn, our vision was to help the world’s professionals be more successful and productive. Today, with your help, LinkedIn is changing the lives of millions of members by helping them connect with others, find jobs, get insights, start a business, and much more.
We are grateful for your support and look forward to helping you accomplish much more in the years to come. I hope that you are having a great year.
Now, this email did a few things for me. I never really consider myself an innovator. Occasionally an early adopter. But I was #121,884 out of 100,000,000, and I needed to go into Excel to figure out that makes me in the top 0.122% of LinkedIn adopters. Not just top 1%, but dang near the top 10% of the 1%.Telling me that little stat is a nice way of showing me some love without seeming insincere.
Maybe more importantly, it also makes me realize and remember that LinkedIn has been an important part of my online world for a long time. I may not go there every day, and I may not currently use it as much as I use other services like Pandora or Twitter. But I needed that gentle reminder that while I had fun flings with MySpace, Shutterfly, Biznik, Ning, WetPaint, Lala, Digg, Delicious, Foursqaure, Gowalla, and 100 other intrguing networks, LinkedIn has weathered all the storms, making it through both the good and bad times. It’s never been the sexiest or most interesting site, but it’s always there, does exactly what it promises, and occassionally provides me little unexpected moments of joy. It’s slowly turned into that trusted friend that you can’t imagine life without – something way more valuable than those little daliances into the new and exciting things that always disappoint.
So it’s not often you get to say complimentary things about an old brand. But I like LinkedIn’s nod to their longtime fans.