El CRM Social cambia la forma de trabajar – gracias a @revista_mercado


Las redes sociales y la web han creado una nueva forma de clientes que pueden investigar las opciones del mercado, emitir opiniones, resolver problemas y contar con una esfera poderosa de influencia. Las redes sociales han agregado un canal digital en la gestión del relacionamiento con los clientes (CRM), similar a lo que fue el email en los comienzos de los 90.

Por Fernando Barilari, Director de Infor Cono Sur

Las empresas deben entender que en este escenario que cada vez se afianza más, es conveniente aprovechar las redes sociales tanto como canal como fuente de datos, integrando datos sociales,  móviles y digitales en el marketing directo, compromiso con los clientes y en todas las estrategias generales de CRM.
Como los consumidores valoran la objetividad, las referencia son más cítricas que nunca, y una relación en la red con una persona  significa relacionarse con toda la red de esa persona.  Hoy no es suficiente con llegar a los consumidores de manera directa. Hay que lograr estar en el proceso de decisiones del consumidor ejecutando  campañas de redes sociales focalizadas,  segmentando las campañas por canal social y enriqueciendo los registros de los clientes y perfiles con atributos de las redes. Al hacerlo, se ofrece al departamento de marketing una nueva manera de pensar a los clientes creando nuevos segmentos de consumidores y campañas.
Esto significa que el Centro de Atención debe priorizar las colas, e inteligentemente derivar las llamadas al centro de servicio al cliente apropiado y abrir automáticamente los nuevos casos de los clientes.
Todos estos procesos implican cambios en las organizaciones que quieran, por convicción o necesidad, hacerle frente a la comunicación horizontal que establecen los consumidores de hoy. Habrá que adaptar circuitos de trabajo para que las interacciones hacia adentro de la empresa sean tan fluidas como hacia afuera.
Llevar a la práctica una buena estrategia de CRM Social es un desafío considerable, pero existen herramientas que permiten que la tarea concluya de manera exitosa. Lo importante es ver que es importante.

Improving Facebook Response Rates – Walmart Did it, How Can You? // Thnx to socialbakers.com


 

Improving Facebook Response Rates – Walmart Did it, How Can You? image

We’ve talked about how important it is for brands to be Socially Devoted. Well, some brands have taken the challenge and amped up their social media customer care!

When we first launched Socially Devoted, an industry standard that measures social media customer care, we were faced with dismal numbers. Overall, 70% of Facebook questions were ignored! However, after challenging brands to become more Socially Devoted, overall response rates increased from 30% in Q2 to 55% in Q4. We’d like to mention some brands that definitely have something to be proud about when it comes to social customer care.

Walmart Takes the Leap Toward Socially Devoted

Walmart has an incredibly active Facebook Page. Only a half a year ago they were ignoring 8 794 customer questions per quarter. It looks like their team really took up the challenge because in Q4 they left only 143 questions unanswered! Leer más “Improving Facebook Response Rates – Walmart Did it, How Can You? // Thnx to socialbakers.com”

rrhhpress.com | 4 títulos de pasada…


Envialia apoya su crecimiento en un CRM de Oracle en modalidad cloud computing

Recursos Humanos RRHH Press – La empresa de logística y distribución Envialia ha implantad…
Envialia apoya su crecimiento en un CRM de Oracle en modalidad cloud computing

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Facebook, enemigo número 1 de Google en marketing online

Recursos Humanos RRHH Press – Adesis Netlife, compañía española de servicios integrales re…
Facebook, enemigo número 1 de Google en marketing online

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Mercadona selecciona 15 trabajadores para supermercado en el barrio madrileño del Pilar, valorándose estudios universitarios

Recursos Humanos RRHH Press – Mercadona, compañía española de distribución en el sector de…

Mercadona selecciona 15 trabajadores para supermercado en el barrio madrileño del Pilar, valorándose estudios universitarios

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Ibercaja y Gobierno de Aragón enseñan a alumnos de educación primaria a ser emprendedores

Recursos Humanos RRHH Press – La Obra Social de Ibercaja y el Gobierno de Aragón, a través…

Ibercaja y Gobierno de Aragón enseñan a alumnos de educación primaria a ser emprendedores

 

La monitorización online y el Social CRM


imprescindiblesAB3 Imprescindibles AB 50

Empezamos con Facebook. Conseguir conectar con los usuarios, el famoso “engagement”no suele ser tarea fácil, así que en el próximo post nos ofrecen varios consejos para mejorar en esa faceta basados en unos cuantos ejemplos reales de páginas. 9 Facebook Marketing Tips to Improve Engagement

El “Do not track” en los navegadores ya está aquí y parece que ha llegado para quedarse. ¿Cómo afectará esto al SEO y demás estrategias de monetización de las páginas web? Si tienes todas esas dudas, os ofrecemos una pequeña guía sobre el tema 7 Stages of “Do Not Track” Grief: A Survival Guide for Analysts & Online Marketers

La monitorización online y el Social CRM son imprescindibles en la actualidad para cualquier empresa que opere en la red. Si embargo, recientes estudios afirman que todavía pocas empresas tienen implantados sistemas de Social CRM o monitorizan correctamente en las redes sociales. En el siguiente post analizan la cuestión con más profundidad.  Social CRM y Monitorización online: un gran reto para las empresas Leer más “La monitorización online y el Social CRM”

Los 20 países con más cuentas de Twitter


TICs y Formación

Que es un CRM y para que sirve? por @JorgeTaus


Todostartups

El CRM o gestión de relaciones con el cliente es una estrategia integrada de marketing que se basa principalmente en una arquitectura de apoyo para la toma de decisiones.

Customer Service is the New Marketing
Customer Service is the New Marketing (Photo credit: Intersection Consulting)

Definición “CRM”Customer Service is the New Marketing (Photo credit: Intersection Consulting)

El CRM corresponde a las siglas Customer Relationship Management,(gestión de las relaciones con el cliente). El CRM no es una nueva filosofía de trabajo u organización, sino el resultado de unir las antiguas técnicas comerciales de los pequeños establecimientos, con la tecnología de la información de las mejores empresas globales.(Photo credit: Intersection Consulting)

El máximo objetivo del CRM es, disponer en cualquier momento toda la información sobre cualquier cliente, tanto para satisfacer sus necesidades, como para obtener estudios de mercado que permitan mejores estrategias comerciales.

Con el desarrollo personalizado de CRM (Customer Relationship Management), tendrá un paquete completo de soluciones  que permiten a sus clientes un eficaz manejo de la información, convirtiéndose en una herramienta clave que permite optimizar la gestión comercial de la empresa para obtener un máximo beneficio, disponiendo por ejemplo de módulos totalmente configurables que permiten (…) Leer más “Que es un CRM y para que sirve? por @JorgeTaus”

Marketing para RR HH: a la conquista del empleado



Mejores salarios y ambiente laboral atrae talentos. Pero la empresa también debe saber venderlo. El “Se busca personal” ya no funciona por sí solo

La situación cercana al pleno empleo que atraviesa, un cambio de mentalidad generacional y el descenso de agresados universitarios explican la preocupación de los empresarios, sobre todo al tener en cuenta que los expertos prevén un déficit de 800.000 profesionales calificados en el año 2010.
Así, si las compañías quieren competir por el mejor talento tienen que innovar en sus políticas de reclutamiento, pero también presentarse como la mejor opción en el mercado y saber vender su propuesta como la más atractiva para el desarrollo profesional del empleado. Por este motivo, el márketing está conquistando las áreas de recursos humanos y se impone como una necesidad para atraer y retener talento.

Para comprobar si la organización es una de las mas atractivas y uno de los mejores lugares de trabajo toman el pulso a la plantilla a través de encuestas de clima laboral o sondeos de opinión; si el resultado no es satisfactorio, innovan o cambian, tal como publicó el sitio web español Expansion&empelo.com.
Leer más “Marketing para RR HH: a la conquista del empleado”

Why You’re Failing If You Ignore Social In CRM


viralblog.com

You’ve heard all the hype about social media. Just about every business has a Twitter account these days, and blogging has long since become a venue for businesses looking to connect with customers.

Why You're Failing If You Ignore Social Media in CRM

But in their thirst for new tools, many businesses fail to understand just what role social media should play in CRM. Here is a guide full of tips for changing that…

Nurture real relationships, have a personality and a voice

Customer Relationship Management (CRM) is all about converting conversations into sales. Well, so is social media. Used correctly, social media helps a company establish its own personality and voice, showing a relatable side to its customers and increasing brand loyalty in the process.

But it also goes deeper than that. Social media represents a fundamental shift away from a linear sales model, where customers contact a company before, during or immediately following a sale. Now customers – both the loyal and those that are just beginning their search – expect constant accessibility, whether or not a purchasing decision is pending.

In other words, customers want a true relationship, not one in which they feel constantly pitched to. Sure, they’ll get excited about a company’s 50% off promotion, but they’re just as likely to retweet a company’s witty joke about Lady Gaga. Have a personality, have a voice, and go beyond pitch. Take a look at ModCloth’s Twitter feed for a great example.

Start the right conversations… Leer más “Why You’re Failing If You Ignore Social In CRM”

Top 5 Reasons to Understand Your Customer’s Customer


huffingtonpost.com
http://huff.to/J9xHZT

The world is slowly climbing out of the great recession as companies around the world begin to increase investment and hiring. But for B2B sales teams looking to recapture growth during these early days, it’s critical to understand who’s really paying their bills and keeping the lights on — and guess what? It’s not your customer … it’s your customer’s customer. And if your sales team doesn’t deeply understand the business problems of these folks, then you’ll lose to competitors who do.

Before I get into the reasons why this is, consider some of the big, underlying changes happening in the market today. As companies start growing and investing again they are spending money, but they have fewer people than they had before. This means less time to accomplish key objectives and an even stronger focus on developing efficient strategies and processes to drive revenue growth ahead of the competition. As a result, they are changing the way they do business, innovating in the vertical integration of their product lines and socializing their go-to-market, because if they can innovate and out-execute the competition in the way they serve their customers they can gain more market share as spending comes back.

2012-05-10-1.png

To accomplish this, large companies are now talking about “business transformation” in their sales teams, “cultural transformation” in how they interface with their customers, and building a “social business” as a new way to look at their internal collaboration process. With all these trends, the end objective is the same: How to better solve their customer’s business problem and so gain market share.

And so how do you solve your customer’s problem? Well like you, their challenge is revenue, profit and market share. So when your sales team understands their customer’s customer — and the business dynamics, competition and growth opportunities that their customer has — magic happens.

Here are the top 5 reasons:

1. You can focus on the customer’s business problem, not your products

It’s a cliché, but a true one: your customers don’t buy products, they buy solutions. But you can’t sell them a true solution unless you know what problem they are trying to solve, and understanding their customers will give you the insight you need to hold a useful conversation with your customer.

If you pitch product you become a tactical vendor; if you can discuss their customer and how they are serving their customer you become a member of your customer’s team. For example, is their customer driving price down on them — and so is your opportunity to help them take cost out of their operating expenses? Or are they focused on revenue and end user growth — and can your solution help your customer reduce their time to market?

Understanding the customer’s problem is sales 101, right? But it is surprising how many sales people still pitch product. It’s essential you provide your sales team with the intelligence and systems to stay on top of the customer’s ever changing end-business problem (see #5). Leer más “Top 5 Reasons to Understand Your Customer’s Customer”

Diez desafíos de desarrollo personal en un mundo globalizado


Via Scoop.ithuman being in – perfección

Por José Manuel Vecino

Las tendencias y modas gerenciales, (que se aprovecharon del esnobismo directivo) comenzaron a declinar como opción de mejoramiento en la productividad. De autores como Deming y Goldratt, pasando por Drucker, Tom Peters, Goleman Senge, Porter hasta prahalad y Hamel, Kaplan y Norton y una pléyade de profesores, investigadores y gurús de la administración que llevaron a la cumbre teorías, modelos y herramientas gerenciales como TQM, CRM, BSC, COACHING, MENTORING, OCÉANO AZUL, E-LEARNING (y toda la familia e-).

Amén de los cientos de títulos de mejoramiento empresarial como “Si no está roto rómpalo”, “Quién se llevó mi queso”, “Negocios en la base de la pirámide” etc… vamos pasando ahora a los nuevos protagonistas que recorren los pasillos de las organizaciones; son los nuevos vientos fundados más en los éxitos autobiográficos (Steve Jobs, Branson, Bill Gates, Dell, Trump, etc) que en experiencias colectivas producto de estudios juiciosos pero poco inspiradores.

Via manuelgross.bligoo.com

Should I Outsource? To Be Or Not To Be Outsourcing

The Benefits
Outsourcing usually brings important benefits:
– Cost savings – this involves offshoring (companies recruiting workforce from abroad mainly for the reason it’s cheaper). For some it’s a necessity, for others just a business decision to maximize profit. Many large companies were forced by the recession to cut down costs and chose outsourcing by necessity, which stirs lots of controversies nowadays.
– Focus to core business tasks – the company may fuel investment and people’s force onto main processes of the business, leaving aside the non-essential energy consumers. Outsourcing raises the predictability of variable costs, which is another benefit.
– Quality increase – outsourcing provides access to both technology (logistics that the company could not afford by itself) and knowledge (skills, intellectual property). This enhances the in-house ability for product innovation and boosts the image of the company from customers’ perspective.
– Contract and other legal advantages – externalized services imply having a legally binding contract that offers the possibility of applying penalties and special conditions. Also, tax incentives for hiring outsources in some countries can be remarkable.
– Scalability – you won’t have to worry about temporary decreases in productivity, the outsourced company will usually be able to manage such fluctuations and integrate positive deviations too. This is a main advantage of having an external workflow.
– Liability – companies developed on a lot of ramifications often transfer liability over some concerns that are outside their core competencies to outsourcers.
– A fair open schedule – you hear a lot of talk over the work-life balance and how to optimize it. Well, outsource some of your leg work and it’s achieved!
When to Outsource
There are various concerns regarding outsourcing, as it’s an important decision that will potentially shift your business processes. They are not decisive issues, but it’s important to anticipate the risk in order to minimize it. Main issues of outsourcers sound as following:
– “I won’t be able to supervise things as I do with my in-house workers.”Distance and time zones can be obstacles for exchanging feedback, so it may be less frequent than for internal processes. There are various software solutions for communication and employee management that will help you overcome this (VoIP, instant messaging, time tracking software such as Paymo, cost and schedule assessment tools).
– “I fear my outsourcers are not as qualified as I would like.” Get to know outsourcers’ skills, expertise and know-how, also be willing to spend some hours training them in matters of your company in order to achieve the best results. This way you won’t have surprises and you will share the responsibility in case something goes wrong. Why do that when it’s easier to cancel the contract and maybe ask for compensation? Well, maybe it’s just me, but it’s more ethical to share responsibility, plus you won’t waste time in finding another outsourcer each time, and another, and another…


Outsourcing

Laura Moisei | http://workawesome.com

There’s a half-joke that trolls round my office: “You cannot do it? Outsource it to the guy next to you!” Well, I agree, this doesn’t quite mean outsourcing but rather passing the buck, yet it works like charm at times!

To state things straight, it’s a world of interaction we live in and businesses often need to outsource tasks that can be done cheaper and better by specialized third parties. How to know if outsourcing is a go for your business?

This is quite a delicate matter, even though almost every company or professional has experienced outsourcing at some point, especially when starting up. Some businesses choose to outsource narrow processes such as billing, while others externalize large sections (customer service is among the most common task here).

Most of the outsourcing pros affirm that it saves time and money, but in order to do it right and not achieve the opposite effect you should analyze some nuances.

First question for you: How wide is the task you want to outsource? A few parameters to take into account: number of people involved from your side, time and resources demanded. Before deciding to outsource, it’s always a good idea to create a formula to quantify your costs and benefits and to prove you that outsourcing has a long term benefit rather than short term – don’t hesitate to use your own variables to reach a conclusion. Obviously, saving costs should not be the sole purpose of outsourcing. Leer más “Should I Outsource? To Be Or Not To Be Outsourcing”

The Social Media Time Suck Is Our Own Fault

The tools aren’t the problem, we are.

The tools are inert in and of themselves but we, the people operating them, are the catalyst that can realize their potential or turn them into spinning wheels and dead ends. Adapting how we work isn’t easy, but it’s necessary and it’s not new. We adapted to the phone. We adapted to the emergence of the web and email, and learned how to integrate these things into how we build and operate our companies. There’s good uses of all of those things, and there are complete wastes of time.

Social’s value is still partially hidden in – or hindered by – our adaptability and vision.

If there’s a waste of time involved, it’s based in errors of human judgment and not in the nature of social itself. But if we can envision things strategically, quit hitting the panic button, and breathe social into our businesses gradually and with some critical thought, the business case might just become easier to illustrate.

Accountability counts in business, too.


http://www.brasstackthinking.com

The Social Media Time Suck Is Our Own Fault - Brass Tack ThinkingContinuing to talk about social media as a “time suck” instead of focusing on how to better manage the investmentof time is just one way we’re going to keep marginalizing it and wondering why the leadership of organizations doesn’t take it seriously or discuss it strategically.

Everything worthwhile in business requires time. And just about anything on earth can become a waste of time if the person doing it isn’t accountable for the purpose behind it or if the strategy and implementation is considered in isolation, apart from the ripple effect it can and will have through the rest of the business. Every process, every technical solution we use from email to CRM to the telephone on our desk can be a time sink or an absolutely critical investment of effort.

We are in danger of abusing social, both in terms of asking it to shoulder the burden of our misdirected business models and in being horrifically short sighted about its gradual role in business’ overall communication evolution rather than treating it like something we desperately want to shortcut, set, and forget. Leer más “The Social Media Time Suck Is Our Own Fault”

How to Offer an Awesome Customer Support

Cover the E-Basics

If you’ve chosen email as an option, make sure your customers can contact you through your website. This can be done several ways, depending on your needs. Small entities will need only direct email links, like support@yourcompany.com, prominently placed, as well as a Contact Us page, which is a standard requirement for e-commerce sites. Larger corporations may choose instead to implement a “ticket” system in which customers can express a concern or place an order. The ticket will then get routed to the appropriate department for follow-up.

The big daddy of help desk management is zendesk, but there are many excellent options on the market now. Search for ‘best help desk’ and you’ll see tons of great options for managing each customer support ticket or “case.”

Whatever you choose, be sure that you have a way to track the communications. Have your staff make notes about each correspondence in your CRM (customer relationship management) software. In fact, many of the more robust CRMs like Salesforce and Zohoalready have ticket systems with built-in tracking solutions. Just don’t drop the ball. Consider what happens if the person primarily responsible for email is out of the office. Who is the back-up?

If you’re the least bit technologically savvy, you can employ Google Apps as your email solution. Mail will professionally come and go from your domain, but be accessible from anywhere, and you won’t have to host an enterprise email package on in-house servers. Depending on the size of your company, Google Apps can be FREE, and there are now countless add-ons and integrations that let you run everything right out of your Google account.


Neal Lacy | http://workawesome.com
Customer SupportIn an ideal world, your customers would communicate with you only during business hours. They would peruse your website before calling you about anything, and place online orders – which you’d gleefully fill while enjoying your morning coffee. You’d never get a crabby email clearly demanding customer support, and you could disconnect your phones.

Unfortunately, the ideal world is far from reality. Your customers are anywhere in the world. They have questions about everything, including things that you’ve painstakingly outlined on your website. They’ll email you when you are closed and leave you a needy voicemail before you’ve had the opportunity to respond. Then, while you’re solving the problem, your Live Chat window will pop open, demanding your immediate attention.

Streamlining your customer communications will make your business more efficient, save you time and energy, and yield a happier customer base.

Assume Nothing, Decide What You Want to Do

Where are you now? If you’re a start-up, consider what aspects of customer “touch” you’re hoping to personally manage in-house. Don’t fall into the trap of setting up full-featured hard-wired PBX phone systems, enterprise email solutions, Live Chat interfaces, and high-touch social media outreach campaigns all at once before considering the consequences.

If you manage any of these things poorly, it will reflect negatively on your brand. It may be better to not offer Live Chat than to only make it available for a few hours a day. Consider: Does “LIVE CHAT IS CLOSED” look good on your website during the 16 hours every day and all weekend that your chat is unavailable? Similarly, it’s probably better to eliminate your email customer support if it takes two or more days for you or your staff to respond. Whatever you are going to offer, only do it if you can do it well.

So, determine what you and your team are going to do well. It’s OK if it’s only one or two things. Then, outsource the pieces that you still want to offer. Leer más “How to Offer an Awesome Customer Support”

Infografía: Cómo elaborar un Plan de Marketing Online ***Infografía AGS***

Análisis DAFO
Análisis

situación externa
situación interna
entorno competitivo
mejores prácticas sectoriales

Objetivos

vender
hablar
ahorrar
servir
impactar

Estrategias

mercados
generación de ingresos
desarrollo de la oferta
comunicación
identificar grupos de consumidores
seleccionar grupos
posicionamiento
conversión en ventas de leads
pago por visión/descarga
afiliación
modelos de suscripción a servicios o contenidos
publicidad en el site
producto (contenido-personalización / comunidad-conveniencia) – precio – promoción – plaza

Tácticas

Atraer – nuevos clientes: SEO/SEM/Email marketing – Publicidad: CPC/CPL/CPM/CPA. Relaciones públicas online. Acuerdo con terceros.
Convertir – experiencias de usuarios: Usabilidad, diseño, arquitectura, accesibilidad, contenidos
Retener – Fidelización, Mk de proximidad: Plan de contactos: Frecuencia, intervalos, contenidos, comunicaciones on y off, control de envíos-respuestas. Email Marketing – CRM Segmentación – Personalización
Medir – Establecimiento KPI´s: Identificar objetivos de negocio. Actividades online relacionadas al cumplimiento de objetivos. Métricas para medir la actividad. Medir contribución al negocio, comportamientos de clientes, resultados de MK, promoción del sitio web.


http://www.estrategiamagazine.com/
Por Estr@tegia Magazine

Análisis DAFO

Análisis

  •  situación externa
  •  situación interna
  •  entorno competitivo
  •  mejores prácticas sectoriales

Objetivos

  • vender
  • hablar
  • ahorrar
  • servir
  • impactar

Estrategias

  • mercados
  • generación de ingresos
  • desarrollo de la oferta
  • comunicación
  • identificar grupos de consumidores
  • seleccionar grupos
  • posicionamiento
  • conversión en ventas de leads
  • pago por visión/descarga
  • afiliación
  • modelos de suscripción a servicios o contenidos
  • publicidad en el site
  • producto (contenido-personalización / comunidad-conveniencia) – precio – promoción – plaza

Tácticas

  • Atraer – nuevos clientes: SEO/SEM/Email marketing – Publicidad: CPC/CPL/CPM/CPA. Relaciones públicas online. Acuerdo con terceros.
  • Convertir – experiencias de usuarios: Usabilidad, diseño, arquitectura, accesibilidad, contenidos
  • Retener – Fidelización, Mk de proximidad: Plan de contactos: Frecuencia, intervalos, contenidos, comunicaciones on y off, control de envíos-respuestas. Email Marketing – CRM Segmentación – Personalización
  • Medir – Establecimiento KPI´s: Identificar objetivos de negocio. Actividades online relacionadas al cumplimiento de objetivos. Métricas para medir la actividad. Medir contribución al negocio, comportamientos de clientes, resultados de MK, promoción del sitio web.

Q&A: Author of LinkedIn Book Shares Her Unpublished Tips

As LinkedIn inches closer to the 100 million users benchmark and rumors linger about the social network’s desire to put its stocks in the public’s hands, Wallen continues to help users learn how to boost sales, get more referrals and grow their business.

“My background has always been in sales, sales management and customer-relationship management … so I saw immediately how powerful LinkedIn was,” Wallen told BusinessNewsDaily, but “I talked to everyone I knew about LinkedIn, and every single person said, ‘Oh! I’m on LinkedIn, but I don’t know what to do with it.’ ”

Here, Wallen shares tips on how to use LinkedIn to your advantage and predicts what LinkedIn has up its sleeve for 2011.


This article is part of week-long series of social media stories, which you can read by clicking here.

Five years ago, Jan Wallen accepted a friend’s invitation to join the business networking site LinkedIn. Today, she’s the author of the book “Mastering LinkedIn in 7 Days or Less.”

As LinkedIn inches closer to the 100 million users benchmark and rumors linger about the social network’s desire to put its stocks in the public’s hands, Wallen continues to help users learn how to boost sales, get more referrals and grow their business.

“My background has always been in sales, sales management and customer-relationship management … so I saw immediately how powerful LinkedIn was,” Wallen told BusinessNewsDaily, but “I talked to everyone I knew about LinkedIn, and every single person said, ‘Oh!  I’m on LinkedIn, but I don’t know what to do with it.’ ”

Here, Wallen shares tips on how to use LinkedIn to your advantage and predicts what LinkedIn has up its sleeve for 2011. Leer más “Q&A: Author of LinkedIn Book Shares Her Unpublished Tips”