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SOCIAL MEDIAYour Sphere of Influence
In a nutshell What is social media, who is involved. Who is using it effectively. How can you use social media.
-Redefining the world of marketing and public relations
-By definition: Social Media is a wide reaching and influential means of communication that pertains to the life, welfare, and relations of human beings.
Social Media
But rather how well and where we engage.
It is not a question of whether we engage…
The Social Media Players
YouTube
Foursquare
By the numbers
What’s on your mind
?
500 million users globally 116 million in the US 50% of users log on to Facebook in
any given day Average user has 130 friends People spend over 700 billion
minutes per month on Facebook 60 million status updates daily 65 million users “Like” things daily 150 million active mobile users
By the numbers
What are you
doing?
Currently 160 million users worldwide
Limited to 140 characters People follow your Tweets You follow other users Tweets Primarily used by older adults Use of hashtags (#) to follow
hot topics #HireFriday
By the numbers
Broadcast Yours
elf
2 Billion views per day Almost double the prime-time audience of all
3 major US Networks combined 24 Hours of video uploaded every minute Average person spends 15 minutes per day
on YouTube Facebook has 46.2 years of video watched
per day (DigitalBuzz) Free posting of videos Universal appeal Simple interface into websites, Facebook Second largest search engine
By the numbers
GEO Locating
Check In” at Venues Track where your friends Check In Users Can:
Add venues Gain points (badges) for locations Become “Mayor”
4 million users, 1.4 million venues, 15.5 million check ins
Used by History Channel, City of Chicago Mayor Campaign.
By the numbers
Professional Networking
Over 80 million members worldwide US accounts for half of the membership
and 42% of the site traffic Establishing links between professional
contacts Excellent resource for B2B networking
80% of companies are using social media for recruitment. Of those companies using social media 95% are using LinkedIn.
Blogs
BLOGGIN
G
Blogs are a powerful tie between social networks and websites
Text, photo, or video Most have RSS feeds Excellent resource for research
information Well executed blogs can have a
direct impact on the Google ranking of your website.
Big and small companies
A Few Success Stories
Blendtec Blenders
Viral Video
In 11 hours they had 250,000 views.
6 months later:
9,031,268 views
Blendtec - SEO
Coca Cola Facebook Page
Created by
Dusty & Michael
14,586,513
Fans
Women’s Giving Circle
Landing Pages
Non-profits
Over 200 fans in less than a month.
Mashable and Talent Culture
BLOGS
How Important Is It?Conveying company culture through social networks.
Business Culture
Zappos CEODelivering Happiness
Tony Hsieh
Sharing… no matter what!
Employee Powered Twitter
Tracking your mentions
Culture
Traditional and not so traditional approaches
Self Marketing via Social Networks
Self marketing#HireFriday
Self Marketing
Landing Your Dream Job using Google
Alec Brownstein
Using Google Ad Words
Time to self promote?
Try Social Networking
Building your company networks
Social Networks for Job Postings
Networks for Job Postings
LinkedIn Twitter Facebook YouTube Craigslist Simply Hired (1,634 jobs) Juju (2,400 jobs) Indeed (1,971 jobs)
LinkedIn: Build Your Company Profile
Contact Info Logo Website Social Networks &
Blog
Encourage employees to connect to company profile
Ability to follow companies online
Company Overview Employees
LinkedIn for College Recruitment
College Grads
200,000 college students join LinkedIn every month
LinkedIn’s Career Explorer (beta product) Explore different career paths Find people in your network Get unique insights about trends Recommended job openings Follow potential employers
Twitter, You Tube
Job Posting Case Studies
Twitter for
Jobs
You Tube
: Jobs at
Sea
Where to begin
Jump on the Bandwagon
Getting started
In the beginning…
Enlist your colleagues support Sell your boss on the concept Involve your employees Develop a social media
strategy
Convincing Your Boss
ADVANTAGE
S
SM more effective than traditional website and can improve SEO (Google Rank) of your website
Blogging can reduce CS calls SM already used by customers & competition Use SM to “listen” to what people are saying
about you/your brand SM can help internally (collaboration &
training) Using SM helps in customer prospecting, HR
background checks, product marketing & community awareness
Goals for Using SM to Recruit
Marketing
your Compa
ny
People to follow/fan you People to engage and share Direct them to your website,
blogs can be helpful Establish your company’s
expertise Embrace your company culture Share your company
vision/goals
How to engage
Establish a protocol
Select a spokesperson
Choose networks Existing or new?
Set goals & continually adjust
Be witty Share, share,
share Convey the
culture Think out of the
box Ask questions Provide answers
Social Media Setup Engagement
Basic Rules of Engagement
20-40-40
Content Rule of Thumb 20-40-40 20 % business promotion 40 % sharing of information/expertise 40 % human interest, general content
Dedicate time to actively engage in Social Media
Work day hours tend to be peak times Monitor and Respond Engage with your fans or they will find
someone else
Managing Social Media
FREE
Hootsuite - Cloud TweetDeck - Native Twilert Social Mention
Hootsuite
Twilert
Monitor withoutengagement
Justifying Social Media Recruitment
ROI
Use Facebook Insights Use Google Analytics: Facebook &
Website Follow mentions through Hootsuite,
Twilert, Social Mentions Note Retweets Set up custom Hashtags (#) Track hits to website from SM networks Track engagement Track Fan and Follower numbers
But may not want to hear.
Things you need to know
Negative Posts/Tweets
Follow established
protocol
Stay positive Delete offensive/spam posts Address legitimate concerns in realtime Offer to solve more complex situation
offline via DM, email, etc
Remember this gives you the opportunity to share your company culture and your customer service expertise.
It's not about pretty - Even if you can't make things graphically beautiful, people will still like you in social media. Don't worry so much about how you look, worry instead about how you act and how interesting others find you.
Point to Ponder
Engage and Find Me:
Thank You
Jennifer A. ScherschelTwitter: @JAScherschelFacebook: JAScherschelwww.dependableadvertising.comTwitter: @DependableAdsFacebook: DependableAds
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