Some of you might have received an email from LinkedIn recently stating that your profile was in the top 5% or … gasp 1% of all LinkedIn. Congratulations! You are either a one in 10 million or one in 2 million! Putting this in perspective, if you are in the 5%, it is as if you were congratulated for living in New York, actually living in NYC is more “prestigious” since there are about 8.2 million residences of NYC. If you are in the 1% then it is as if you were just one more person living in Houston. Whoohoooo…
Not exactly the same as being the holder of the winning power ball ticket. But hand it to LinkedIn, they have tapped into a basic desire – where do we rank. This gets more showcased with the openness of social media. We know exactly how many friends we have on Facebook and how many people are following us on Twitter. LinkedIn tells us what percentage we are as well as what our “number” is…Klout gives us a number and a ranking amongst our social sphere.
What LinkedIn has done, better than the others, is made our number something to talk about. They send us emails thanking us for being one of the first 250,000 users or million users. They give us a percentage of viewership. And what do we do? We post it on Facebook, Tweet about it or blog about it (like right now). This gives LinkedIn a long tail of marketing buzz. Kudos to LinkedIn and their marketing.
So when you think about a new marketing campaign, think about the numbers and how you can appeal to our desires to always be ranked higher than the next.
If you are curious…I was in the top 1% so as if I was living in Houston.