Object Driven Marketing, based on the Unicist Theory, allowed establishing an upgrade of the use of Linkedin. See video at: https://www.youtube.com/UnicistStandard
After five years of monitoring and two years of research, using the complexity science research methodology, the unicist ontological structure of LinkedIn for B2B expansion has been validated at The Unicist Research Institute.
This is an introductory report to explain the possibilities opened by LinkedIn to expand B2B businesses which allowed companies and individuals to foster market expansion integrating both institutional and personal influence. This is the first part of the complete report which includes three parts.
This is a new stage in marketing that has been opened by the expansion of the use of Internet, the Era of Participation and the development of a “vehicle” like LinkedIn that allows building the necessary environment to use virtual tools to expand markets.
The research on the ontology of LinkedIn, explains its functionality to expand B2B markets and how to use it for Image Driven Marketing, Sponsor Driven Marketing and Referral Driven Marketing.
The use of LinkedIn became functional to all sizes of organizations, providing a participative environment that allows individuals to develop credibility to build commercial interest groups based on the generation of value. This requires using an extreme segmented approach in order to ensure the generation of value.
LinkedIn evolved from its original position expanding its functionality without changing its nature. This evolution opened the possibilities for its use as a vehicle to build market growth based on the expansion of the boundaries using the power of virtual communication.
The Era of Participation
To apprehend the concept of LinkedIn, it becomes necessary to understand the concept of the Era of Participation. In the following lines you will be able to access a synthetic description of some of the main segments discovered, but we recommend accessing the complete report that you will find at the end.
Evolutionary participation requires beginning with a conscious adaptive process where the individual is looking for a place to be who s/he is. This makes the individual a differentiated person that needs to begin by participating through value adding actions (participation to do) while sustaining the identity of the role by having the necessary image that allows others to tag him/her properly (participation to appear).
Participation is only possible when the members who participate are able to recognize each other as part of the same group. In fundamentalist groups this tagging might include tattoos or similar timeless marks but in social groups individuals need to have the necessary “look & feel” in order to be tagged and recognized as members.
This appearance is extremely notorious in social and professional networks that establish the basics of the profile that need to be covered in order for the group to accept a possible member. That is why appearance, which is given by the personal brand or image, is the entropy inhibitor that makes expansive participation possible.
When the image has been positioned, the final objective of being a real member becomes possible.
The apparent paradox is that over-adaptation is the minimum strategy. This requires an explanation. Adapting implies influencing while being influenced to achieve a goal, which in this case is to have a place in the world. Influencing is what we call adaptive participation and being influenced is what in this case is named over-adaptive participation.
Over-adaptiveness implies accepting the rules of the environment, which implies submission but beginning with a dominant participation in order to feel that one is not submitting but establishing the rules.
When the self-esteem has been conserved by this dominant participation, which mostly implies active inaction that allows judging the environment, an oppositional role becomes necessary to accept the rules of the game.
When individuals are able to feel superior by judging the environment, opposing to some aspects to preserve their self-esteem, then over-adaptive participation becomes functional. But, this functionality depends on its compatibility with the adaptive participation.
Segments of Participation
There are different segments or participants that need to be understood in order to deal with them. Accessing profiles and activities on Facebook, Twitter and LinkedIn is very useful to identify the different segments, which are never pure but always have an implicit dominant trend that drives their participation.
- Publicity Driven
- Bragging Driven
- Utopia Driven
- Recognition Driven
- Action Driven
Much more than Networking
In the second segment of this report, the concept of LinkedIn will be published. And lastly, the third part will describe the concept of Interest Group Building. In order to apprehend these concepts we recommend becoming aware of the concept of the “Era of Participation” to understand its meaning and why LinkedIn is much more than a “space for networking”.
Access the complete synthetic report on the “Era of Participation”:
NOTE: The Unicist Research Institute was the pioneer in using the unicist logical approach in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. It has an academic arm and a business arm.