CHRA NAS Social Media Revolution May 2010

The Next Stepsin the

Social Media Revolution

Amanda ShewmakeVice President, NAS Recruitment Communications

Recruitment Consultant, Web 2.0 Media Strategist

Lady Gaga…the new face of social media,she’s revolutionary…..she’s revolutionary…..

Revolution:

“A drastic and far-reaching change in ways of thinking and behaving.”

-Websters

“A sudden, complete or marked change in something.”

-Dictionary.com

Are you ready?

The Social Media Landscape

• In late 2009, social network usage exceeded Web-based e-mail usage

for the first time

• Today more than four out of five online Americans are active in either

creating, participating in or reading some form of social content at least

once a month

•Facebook: +350 million strong

•LinkedIn: + 67 million strong

•Twitter: +25 million strong

Social Media Spending Increases

63% of "best-in-class“ 63% of "best-in-class“

companies have increased

their social media budgets

despite the recession.

- From The Aberdeen Group’s “The ROI on Social Media

Marketing: Why it Pays to Drive Word of Mouth”

� Media Planning and Buying

Is social media a fad? Is social media a fad?

� Analyze & Understand

� Plan

The Next Steps…

� Engage

� Monitor and Update

Analyze & Understand

OBSTACLES

Time Requirements

• Very time-intensive

• Lack of internal resource time

Budget ConstraintsBudget Constraints

• Limited budgets

• “The Economy” = conservative spending

Unproven Tactics

• Requires expertise

• The necessary waste of experimentation

BENEFITS

Source Passive Candidates

• Targeted Demographic

• Unique vehicles

Cultivate Candidate Relationships

• Build an engaged candidate pipeline

• Be a resource

Monitor and Build Your Brand

• Learn what’s being said about you

• “Guide” the conversation and create viral marketing

Social Networking is the application of social media.

Social Media

Tools that enable a user to

Social Networking

Engaging and conversing social media. Tools that enable a user to

share content and create

conversation.

Engaging and conversing

with individuals by way of

social media.

Plan

� Analyze & Understand

�Plan

� Engage

� Monitor and Update

Plan

I. Set Goals

II. Solidify Your Personal Brand

III. Develop a Social Media Policy

PLANNING

IV. Think Mobile

V. Build Your Employment Brand

� What will it do for me?

� What will I do for it?

Set Goals

Think About:Think About:

Who am I trying to target?

And why?

What are they doing there?

What do I need to tell them?

How often do I need to reach out?

I. Set Goals

II. Solidify Your Personal Brand

III. Develop a Social Media Policy

PLANNING

IV. Think Mobile

V. Build Your Employment Brand

www.socialmediagovernance.com

Social Media Policy

Think Mobile

Over 200 Million Users Over 200 Million Users

I. Set Goals

II. Solidify Your Personal Brand

III. Develop a Social Media Policy

PLANNING

IV. Think Mobile

V. Build Your Employment Brand

Engage

� Analyze & Understand

�Plan

� Engage

� Monitor and Update

Engage

228% 1382% 82%

Traffic Growth: 2008 through 2009

Jobs Tabs

by

Location

Facebook

� Target by: Geographic location, position, company, demographic,

school, etc.

� Employment Branding

� Presence on FB without the time commitment of a Fan Page

� Metrics Reporting

� Any budget

� Network Membership

& Reach

� Over 67 million professionals*

– ~3 million members join

per month

– Roughly 1 new sign-up

per second

Asia8%

Europe24%

Latin America4%

per second

� 200 countries

� English, Spanish, French

and German

� 150 industries

� Members from all five hundred

of the Fortune 500

Africa2%

North America59%

Other0%

Oceania2%

Middle East1%

Top 10 Industries on LinkedIn (by % of members)

1. Information Technology & Services

2. Computer Software

3. Financial Services

4. Telecommunications

5. Marketing & Advertising

Banking 6. Banking

7. Accounting

8. Real Estate

9. Education Management

10. Hospital & Health Care

As of Oct, 2009

Changing how people succeed in business

’Oracle’s CFO Lands Post

through LinkedIn Profile

“Oracle’s executive recruiter

initially found me on

LinkedIn. I was surprised

that something as simple as

a profile on Linkedin could

lead to such a great

opportunity.”

- Jeff Epstein, CFO, Oracle

Monitor & Update

� Analyze & Understand

�Plan

� Engage

� Monitor and Update

Monitor & Update

Normal 24-Month Social Marketing Timeline

Months 1-3: Brand Presence

• Create profiles

• Implement brand image

• Announce presence

Months 3-12: Brand/Job Seeker Engagement

• Increase follower base• Increase follower base

• Monitor brand, industry, niche

• Communicate with candidates

Months 6-24: ROI Focus

• Assess goals / achievements

• Address areas for improvement

• Identify additional metrics

� Analyze & Understand

� Plan

The Social Revolution Next Steps…

� Engage

� Monitor and Update

“It’s about:offering something of value,

creating movements that build over time,engaging with passionate fans

and and giving them the tools to influence others.

…and before you know it, you’re part of the Revolution”.

Join The Revolution!

Email: ashewmake@nasrecruitment.com

Nasrecruitment.com/blog

Twitter.com/AmandaShewmakeTwitter.com/nasrecruitmentTwitter.com/nasrecruitment

Linkedin.com/in/amandashewmakeLinkedin.com (NAS Recruitment)

Facebook.com/nasrecruitment

Thank you!