Shift Happens In Marketing, Sales And Job Seeking

Shift Happens.

Sandy BlanqueraPrincipal & Shifter

How the Web is changing Marketing, Sales and Job Seeking

Shift Happens!

The world is changing fast.

The first text message was sent

in 1992.

Today, text messages outnumber

people on the planet at 8 billion

per day.

~ Tomi T Ahonen

Today, 1.5 billion people use the web.Internet World Stats.

India is the number one

English speaking country in the world.

100% of college graduates speak

English in India.~ wikipedia.com

If Facebook were a country,

it would be the 8th largest country in the world.

Facebook had 132.1 millionunique visitors in 2008.

My Space had 117.6 million unique

visitors in 2008.

Your competition is already using social media.

Be an early adopter before

your competition gets to your target audience.

Citizens are creating the web

content. Are you one of them?

Wikipedia now has 10,000,000 articles

YouTube has 100,000,000 videos

There are more than 200,000,000 blogs

Social media sites have experienced

incredible growth – Twitter | 2,400,000 | 343% growth– Ning | 251%– Linkedin | 11,924,000 | 193% growth– Facebook | 39,003,000 | 116% growth– My Space | 59,352,000 | 1% growth– As of September 2008~ Nielson wire

Twitter experienced 343% growth in 2008.

5,000-10,000 new accounts created

daily. Twitter.com one of the top

1,000 websites by traffic in May 2008

~ Compete.com

~ Hubspot

~ Alexa.com

What does all this shifting mean?

If you aren’t part of the shift,

you could get left behind.

SOCIAL MEDIA is an umbrella term.

It defines web activities.

integrates technology creates

social interaction and the construction

of words pictures videos and audio.

http://www.wikipedia.org

Looks overwhelming.How do I make sense of all the applications?

Conversations Powered by certain applications…

BlogsMicro BlogsOnline Chat

RSSWidgets

Social NetworksSocial BookmarksMessage Boards

PodcastsVideo Sharing SitesPhoto Sharing Sites

Wikis…to name a few

Let’s Talk

Marketing is Changing

Traditional Marketing Web Marketing

Company creates demand Customer displays need

Targets a consumer Targets a need

Exclusive Inclusive

Monologue Dialogue

Edited script from company Open opinions from customers

Traditional Marketing Web Marketing

Company driven Customer driven

Company controlled Customer influenced

Opinions solicited Unsolicited opinions available online 24/7 and searchable

Online marketing more important than offline marketing

Let’s Talk

Sales are Changing

Traditional Sales Web Sales

Users buy because they want it Users buy because it fits their needs – relationship building key

Sales person evaluates opportunity. Purchase created through meetings, phone calls, direct mail, newspaper ads, radio, brick and mortar

Sales role changing. Purchase opportunity created through searches like Google, Ads (AdSense), blogs

Purchase through direct mail, in-person, brick and mortar

Purchases made on-line

Purchase based on limited information, not searchable

Purchase based on expanded information (world-wide) through company websites, product reviews, chat boards, etc.

Traditional Sales Web Sales

Support purchase through sales rep, & customer service

Support purchase through online customer service

More returns Fewer returns - trial versions, product reviews

Purchases and customer service during office hours

Purchases and customer service 24/7 online

Promises and customer service have limited accountability

Visible opinions drive companies to deliver on promises and customer service

Relationships are not primarily visible.

Relationships transparent through communities like LinkedIn

Let’s Talk

Job Searches are Changing

70% of all jobs are not advertised.

Only 3-5% of jobs are advertised on

sites like Monster.com

Only a small percentage of jobs posted

get filled through Monster.

Social Networking Trends

Traditional Job Search

Web Job Search

Create a physical resume Online resume searchable. Profiles are key! LinkedIn = the new resume.

Search for jobs in newspaper

Search for jobs through job boards, companies & online social communities. Newspapers becoming artifact.

Networking (in person or via phone) most effective way to get a job

Networking most effective way to get job and can do it online and offline

Access to recruiters limited Recruiters visible & open to connect. Recruiters search & find candidates in social communities

Traditional Job Search Web Job Search

Apply – send resume through snail mail

Apply on job & niche job boards, company websites, social communities

Application acknowledgment sent by snail mail

Immediate application acknowledgment via e-mail

Phone call reference checks based on references supplied

References checked online via sources like LinkedIn. Candidate’s reputation checked online via Facebook, Twitter, Google, blogs posts and comments, etc. for validity of personal brand communicated

What should you do?

Shift is a process.•Get your feet wet

•Create a social media strategy

•Explore personal branding

•Learn production tools

•Engage consistently

•Get feedback

Questions & Answers