2010 AiMA social media SIG luncheon

Best Practices in the Big 3:

Facebook, LinkedIn and Twitter

Linked-in Best Practices

David Tuttle

75M+ members

USA: 52%

CAN: 4%

BRZ:2%

EU: 22%

IND: 8%

AUS: 2%

+3M / month, 1 new member / second

Audience

Top 5 U.S. Metro Regions1. Greater New York City Area

2. Greater Los Angeles Area

3. San Francisco Bay Area

4. Washington D.C. Metro Area

5. Greater Chicago Area

Top 5 Non-U.S. Metro Regions6. Amsterdam Area, Netherlands

7. London, United Kingdom

8. Brussels Area, Belgium

9. Copenhagen, Denmark

10. Paris Area, France

4

Top 10 Industries1. Information Technology & Services2. Computer Software3. Financial Services4. Telecommunications5. Marketing & Advertising6. Banking 7. Accounting8. Real Estate9. Education Management10. Hospital & Health Care

Audience

5

Your featured recruiters

Company culture videoJob postings targeted to

viewer for relevance

Your message dynamically

adapts to the viewer (Gold only)

Ads

Maximize impressions by

reaching the right audience

Reach your ideal audience

with precision

Your ads stand out on

LinkedIn pages

• Objective:

Case Study: Dell Recruitment Insights

Understand software developer opinions of Dell as an employer

Measure change in opinions after the LinkedIn campaign

Survey Results Influenced Ultra-Targeted Advertising Campaign

We are hiring

We have open positions in Research, Sales, Finance

Dell Company Page

Recruiters at Dell

Dell Alumni, Get Connected by Joining Dell

Dell Employee Spotlight

Watch NowYour Workday at Dell

SURVEYAd Units

Company page Featured question

LinkedIn Partner Message from DellJoin Our Team!

We have open positions in Research and Sales

RECRUITERTALENT DIRECT

Advertising was Followed With Direct Sourcing

Results: Awareness of hiring increased +100% Willingness to consider jobs increased

+50%

“The end goal wasn’t to hire people but to change minds regarding Dell as an employer of choice with software developers; but we received much more”

–Dell Senior Talent Acquisition Manager

Aware Dell’s hiring software engineers

+100%

Likelihood to consider a job at Dell

+50%

Facebook Best Practices

Chad Estes

Why is Facebook important to my brand/company?

Facebook Statistics

Facebook has more than 550 million users - 50% of its active users log in every day.

If Facebook was a country, it would be the 3rd most populous country.

More than 1 billion pieces of content are shared each month.

Statistics, Facebook, Oct. 2010

Facebook adds 1.2 million users every day.

Engagement Statistics

The average Facebook user:- spends 55 minutes per day on Facebook- creates 90 pieces of content a month

Statistics, Facebook, Oct. 2010

Click-through rates for wall content on brands’ Facebook pages are as high as 6.49%, as compared to 0.10% for online display ads. Facebook’s Click-Through Rates Flourish.. for Wall Posts, Ad Age, Aug. 2009;

“Measuring the Effectiveness of Online Advertising: Lessons Learned”, comScore, Sept. 2010

The average Facebooker is a fan of 10 page, the bulk of which are in media/entertainment properties, causes or charities, and fashion/luxury goods.

“Facebook and Brands” Survey, DDB, Oct. 2010

Why?

Connect and Share

Evolution of Content

Publishing

Consumption

Evolution of Content

Obligation to Consume

Inbox Bad…News FeedGood…

Marketing Goldmine

Thoughts

Location

Targeting

Brand Statistics

Two thirds of comScore’s U.S. Top 100 websites have integrated with Facebook.

Half of comScore’s Global Top 100 websites have integrated.

Statistics, Facebook, Oct. 2010

1.75 million “fan” pages have been created to date.

How should I use Facebook?

Key Facebook Components

Personal Profile Public Profile (fan page)

friend friend fan page

Key Facebook Components

Events

Groups

Apps

Key Facebook Components

Places Open Graph Objects

Page Strategy

1. Identify Objectives

2. Create Strategy

3. Build Page

4. Build Fans

5. Engage Fans

Facebook Ads

Targeting Growth

Engagement

Ads

Internal Commitment

Serious Business

Content Strategy

Importance of News Feed

Wall Posts have 110x the reach of pages

psst - that’s over 10,000% more!

Where do I find more resources?

Facebook & Industry Blogs

On Facebook

Industry Blogs

http://facebook.com/facebookpages

http://blog.facebook.com

Industry events

Additional Resources

Pretty much anybody

Twitter Best Practices

Bianca Buckridee

Brand Listening

…participate in a way that is relevant and Builds your Brand

Understand it first

then…

Strategy

What are you going to use for???

•Customer Support•Product Promotion/Sales•Reputation Management•Sharing information

Defining Objectives

Example: @askSunTrust Service Channel

• Build relationships with relevant audiences• Provide a low-barrier channel for clients to interact• Engage dissatisfied clients and help alter negative perceptions• Create a “human” voice for the brand

We need…

…to be where our consumers are.

…listen, learn and interact with them.

…then we need to engage them.

Business Uses/Basics for Social Media Virgins

At SunTrust,

we use social

media to:

Meet consumers where they

are

Humanize the brand

Build appreciation

Extend our reach

Interact

Build affinity & loyalty

Your brand isn't what you say it is –

it's what people tell their friends it is.

It isn’t what they say to you.

It’s what they say about you.

Word of mouth is powerful

SunTrust Client Service Channel Examples

Identify Issues Compliments Share Information /Ask Questions

Business Basics for Social Media Virgins

• Social Media will not save you, it’s just a piece of the pie.

• The power of Twitter lies in your sharing, not your selling.

• Learn the art of conversation.

• Take time in building your social presence.

“What's worst: my competitors knowing

my plan or my employees not knowing

the plan?”