View
912
Download
4
Category
Tags:
Preview:
DESCRIPTION
Presentation to MBA students, University of Edinburgh Business School, 5th October, 2011
Citation preview
ENERGISE2-0.COM
Social Media for Career Development
University of Edinburgh Business School
Dr. Jim Hamill Alan StevensonVincent Hamill
www.energise2-0.com
5th October, 2011
ENERGISE2-0.COM
Social Media and Business Schools
Social media is having a major impact on:• Business School marketing/promotion/student
recruitment• Programme content – increasing demand for social
media skills• Programme delivery – enrich the student learning
experience• Programme assessment• Career development• Alumni relationships
ENERGISE2-0.COM
SM Skills a Must for MBAs
ENERGISE2-0.COM
SM Skills a Must for MBAs
• 85% of potential MBA students used social media to research their top choice of school
• 14% disappointed with School’s use of SM at the recruitment stage and 63% wanted more
• For current students, 55% stated that social media course options were either not available or were ‘not up to par’ with employer demands
• 99% stated that social media was ‘mission critical’• Leading Schools are beginning to offer social media
programmes including Harvard, Stanford, Columbia and Stern
ENERGISE2-0.COM
Today’s Agenda
Session 1• Overview of Social Media• The ‘Key Things to Remember’• Social Media in Action: Case Examples• ‘Social Media Planning Pays’
Session 2• Social Media and Career Development – practical advice on how to
use social media to develop your own career• Need for new innovative approaches in a crowded graduate
recruitment market• ‘Be Social’!
ENERGISE2-0.COM
What is Social Media?
ENERGISE2-0.COM
ENERGISE2-0.COM
Web 2.0/Social Media
Web 2.0 Applications
Open sourceOnline Applications/ Web ServicesSocial Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyTwitterCharacteristics
Communities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal
Business Impact
MindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience –
Rich Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g.
engage and co-createIT/Software/ApplicationsOperations, Internal Processes and
HRM
ENERGISE2-0.COM
How important has it become?
ENERGISE2-0.COM
Social Media Revolution
ENERGISE2-0.COM
Key Things to Rememberabout Social Media
ENERGISE2-0.COM
A conversationnot a broadcast platform
ENERGISE2-0.COM
Advertising – Customer Breakup
ENERGISE2-0.COM
Key Things to Remember
• It’s social– A key feature is online democracy – with content being provided
by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet
– Conversations are already taking place relevant to your company/organisation. Are you listening?
• Power shift– Social media empowers customers, empowers the network.
Recognizing this shift is the cornerstone of future success • Declining effectiveness of traditional approaches
– Does anyone listen any more?
ENERGISE2-0.COM
Do You Listen?
Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)
ENERGISE2-0.COM
Do You Listen?
ENERGISE2-0.COM
The Customer Manifesto
ENERGISE2-0.COM
What is Social Media?
NOT a broadcast medium. Its about listening to and engaging with customers, partners, your community, your tribe
This is something we are not very good at doing. We prefer telling people how good we are
ENERGISE2-0.COM
Key Things to Remember
• Pull v push– Consumers/users decide what information they wish to access
• New ‘mindsets’ are required– Marketing as a conversation with your customers/network–
dialogue not broadcasting– But this is something that most of us are not very good at doing.
We prefer ‘telling’ people• SM ‘winners’ and ‘losers’
– ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships
ENERGISE2-0.COM
Key Things to Remember
• New performance measures– Business success depends on the quality of your customer base;
the strength of the relationship you have with quality customers; and your ability to leverage that relationship
– In a social media era, business success depends on the • Quality of your network• Relationship strength• Ability to leverage
• Social media monitoring/performance management tools
• The need for new business/marketing models
ENERGISE2-0.COM
Performance Measurement
Involvement – network/community numbers/quality, time spent, frequency, geography
Interaction – actions they take – read, post, comment, reviews, recommendations
Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking
Insight – customer insight Impact – business impact
Social Media Monitoring Tools –Audit, Assess, Impact
ENERGISE2-0.COM
The ‘6Is’ Approach
Insight and Impact
Involvement
InteractionIntimacy
Influence
23
ENERGISE2-0.COM
Key Things to Remember
The need for new business/marketing models
– Traditional approach:• Product development – Differentiate – Market and Promote -
Sell
– New model based on: • Communities, networks, openness, peering, sharing,
collaboration, customer empowerment, ‘think and act’ globally
• Engage and energise• ‘Create the Buzz’
ENERGISE2-0.COM
Potential Business Benefits of Social Media
ENERGISE2-0.COM
Business Benefits
• Market Knowledge
• Customer Insight and Understanding
• Customer Interaction
• Enhanced Customer Experience
• Business Intelligence
• Reputation Management
ENERGISE2-0.COM
Business Benefits
• Improved Sales and Marketing
• Identify and network with high value, high growth prospects
• Product Development and R&D e.g. engage and co-create
• Internal cost savings
• Improved Operations and Internal Processes
• Increased ROI
ENERGISE2-0.COM
Potential Business Benefits
5 main areas:
• Market/Customer Knowledge & Insight• Engagement & Reputation Management• Enhanced Customer Experience and Loyalty• Sales/Marketing Effectiveness, Efficiency and ROI• Operations/ Internal Processes (open source and hosted apps)
ENERGISE2-0.COM
Social Media in Action
Quick Examples
ENERGISE2-0.COM
In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand
A quick ‘personal experience’
Dubai Hotel
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
From the web site
• This 5-star hotel and residence offers European hospitality with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1-3 bedroom apartments.
• The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites.
• Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest…
ENERGISE2-0.COM
The Customer Experience of the Brand
Tripadvisor
ENERGISE2-0.COM
From Tripadvisor
• It's getting old, the rooms are unappealing and it will never be more than a business hotel
• Being a Sofitel hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website.
• Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel
ENERGISE2-0.COM
ENERGISE2-0.COM
Blendtec
ENERGISE2-0.COM
Will It Blend? - iPad
ENERGISE2-0.COM
5.7 Million Views
ENERGISE2-0.COM
United Breaks Guitars
ENERGISE2-0.COM
10.2 Million Views
ENERGISE2-0.COM
Crowdsourced NPD
ENERGISE2-0.COM
266,555 on Facebook
ENERGISE2-0.COM
1.6 Million Twitter Followers
ENERGISE2-0.COM
17,000 Twitter Followers
ENERGISE2-0.COM
Skittles on Facebook
ENERGISE2-0.COM
19.3 Million ‘Likes’
ENERGISE2-0.COM
Whole Foods
ENERGISE2-0.COM
Talk To Us
ENERGISE2-0.COM
Links to Social Media Channels
ENERGISE2-0.COM
Go Global: Act Local - Twitter
ENERGISE2-0.COM
2m + Twitter Followers
ENERGISE2-0.COM
High Engagement – 63% ‘Replies’
ENERGISE2-0.COM
Top Followers
ENERGISE2-0.COM
Go Global: Act Local - Facebook
ENERGISE2-0.COM
717,640 FB ‘Likes’
ENERGISE2-0.COM
High Interaction
ENERGISE2-0.COM
High Interaction
ENERGISE2-0.COM
New Giffnock Store
ENERGISE2-0.COM
Already Engaging/Interacting
ENERGISE2-0.COM
Flickr
ENERGISE2-0.COM
The Blog – ‘Tells the Story’
ENERGISE2-0.COM
Recent Posts
ENERGISE2-0.COM
YouTube Channel
ENERGISE2-0.COM
2m Views
ENERGISE2-0.COM
‘Getting There’
ENERGISE2-0.COM
‘Getting There’
• Get More Involved– Google Alerts, Twitter, Social Media Monitoring Tools
• Learn more• Develop a strategy• Implement• Monitor
ENERGISE2-0.COM
‘Be Customer Led’
ENERGISE2-0.COM
Be Customer Led
• Who are our customers, community, tribe?
• Where do they hang out in social media?
• How can we best engage with and energise them?
ENERGISE2-0.COM
In Summary……..’Social Media Planning Pays’
ENERGISE2-0.COM
Key Questions to Address
• Do you need to engage with Social Media?• What progress has been made benchmarked against industry
‘best practice’, the potential of social media for your business and, more importantly, against the growing expectations of customers?
• What are the key objectives and targets to be achieved from social media? Are these fully aligned with and supportive of your overall business goals and objectives?
• Who are your customers? Where do you find them ‘hanging out’ on social media? How can you best engage with them?
ENERGISE2-0.COM
Key Questions to Address
• What are the main Social Media Actions and Initiatives you need to take – short, medium and longer term?
• What generic social media strategy should you follow (number of channels used/ depth of engagement in each channel)?
• For each priority Social Media Channel, what are your core objectives for that channel; what KPIs will be used for measuring on-going channel performance; what are your targets for each KPI; what key tasks are needed to achieve these targets?
ENERGISE2-0.COM
Key Questions to Address
• Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social! Is the right organisational and decision-making structure in place?
• Has agreement been reached on resource allocation?• Who will be responsible for your social media activities? What
balance has been agreed between internal and external roles and responsibilities?
• Who is the Social Media Champion?• Do you have agreed Social Media Policies and Guidelines in
place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects?
ENERGISE2-0.COM
Bob Dylan
Come gather 'round peopleWherever you roam
And don’t criticiseWhat you can't understand
Your sons and your daughtersAre beyond your command
Your old road isRapidly agin‘
Then you better start swimmin’Or you'll sink like a stone
For the times they are a-changin’
ENERGISE2-0.COM
Session 2
Social Media for Career Development
ENERGISE2-0.COM
SM for Career Development
Effective use of Social Media is becoming ‘mission critical’ to your career development:
Employers are increasingly using SM in recruitmentBrand differentiation – innovative use of SM will help you
stand out from the crowdA new approach to recruitment/career development based
on relationships and networking Improves the effectiveness and efficiency of your efforts
through ‘attraction based’ marketing v. the traditional approach to applying for jobs
ENERGISE2-0.COM
Traditional Approach
• Develop a resume/CV and covering letter• Search/find vacancies• Submit CV/covering letter for available job or ‘on spec’• Wait for the phone call/email that never
comes because the job market is becoming increasingly competitive
• Same as above but go through an agency/online job site
ENERGISE2-0.COM
Insanity Defined
ENERGISE2-0.COM
How Businesses Use Social Media for Recruitinghttp://mashable.com/2011/08/28/social-media-recruiting-infographic
ENERGISE2-0.COM
A New Approach Built Around Your Online Brand Identity/Digital
Footprint
ENERGISE2-0.COM
Suggested Approach
Use Social Media to:
• Search/listen/keep an ear to the ground• Build your personal brand, differentiate,
stand out from the crowd• Identify, join, lurk, participate in relevant forums, groups etc• Actively engage/network – build relationships• Leverage ‘attraction’ based marketing• Monitor performance and ‘buzz’
ENERGISE2-0.COM
Search and Listen
ENERGISE2-0.COM
Social Media Monitoring
ENERGISE2-0.COM
Monitoring the Conversations
• Use Social Media Monitoring Tools to monitor the online conversations relevant to your career development – also for measuring the ‘buzz’ about your personal brand (later)
• No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, Topsy, IceRocket, Blogscope, Blogpulse and ViralHeat
• More expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and Infegy SocialRadar
ENERGISE2-0.COM
Social Media Monitoring
ENERGISE2-0.COM
Topsy Search – ‘MBA Jobs’
ENERGISE2-0.COM
Financial Services
ENERGISE2-0.COM
Social Media
ENERGISE2-0.COM
Social Media Jobs
ENERGISE2-0.COM
You can develop your own customised Social Media Monitoring System
ENERGISE2-0.COM
Our Own System
ENERGISE2-0.COM
Build your Personal Brand, Differentiate, Stand Out
from the Crowd
ENERGISE2-0.COM
Main Channels
• Personal blog for ‘telling your story’• Twitter for conversations• Linkedin for professional networking• Facebook for personal stuff (but be careful, very careful)• Google + - the ‘new kid on the block’• Develop a Youtube Channel including your own video
e.g. course presentation• Your resume/CV as an Infographic
ENERGISE2-0.COM
Blog
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
ENERGISE2-0.COM
Google +
ENERGISE2-0.COM
Youtube
ENERGISE2-0.COM
Infographic
ENERGISE2-0.COM
Infographic
ENERGISE2-0.COM
Infographic
ENERGISE2-0.COM
vizualize.me
ENERGISE2-0.COM
vizualize.me
ENERGISE2-0.COM
vizualize.me
ENERGISE2-0.COM
vizualize.me
ENERGISE2-0.COM
Identify, Join, Lurk, Participate in Relevant Groups and Forums
ENERGISE2-0.COM
Linkedin Group Search
ENERGISE2-0.COM
Linkedin Group Search
ENERGISE2-0.COM
My Groups
ENERGISE2-0.COM
My Groups
ENERGISE2-0.COM
Company/People Search
ENERGISE2-0.COM
People Connections
ENERGISE2-0.COM
Actively Engage/Network/Build Relationships
ENERGISE2-0.COM
Follow Best Practice
• Add value• Don’t SHOUT• Talk WITH rather than AT• Listen first• Don’t be a show off• Don’t get angry or respond in an aggressive way• Be careful of your ‘digital footprint’• Don’t spam or over post• Don’t underestimate the power of the network• Hang out in the right places with the right people
ENERGISE2-0.COM
Be Social
‘Be social before doing social’
ENERGISE2-0.COM
Leverage ‘Attraction’ Based Marketing
ENERGISE2-0.COM
Attraction Based Marketing
• Don’t rely on the traditional approach to finding a job
• Build a powerful personal brand and online network to attract job opportunities directly to your ‘inbox’
• Become a content producer NOT a passive content consumer
• Highlight your expertise and passion• No longer an option – recruiters now expect you to have a
strong social media presence
ENERGISE2-0.COM
Monitor Performance and ‘Buzz’
Various tools are available
ENERGISE2-0.COM
Topsy
ENERGISE2-0.COM
Klout
ENERGISE2-0.COM
Score and Influence
ENERGISE2-0.COM
Amplification and Reach
ENERGISE2-0.COM
Blog Stats
ENERGISE2-0.COM
Linkedin Stats
ENERGISE2-0.COM
Linkedin Stats
Recommended