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CONTENT MARKETING WORKSHOP for HR PROFESSIONALS Organisers: Presenter: 20 April 2016 | 9.00am to 11.30am | Linkedin Asia Pacific

Content Creation Marketing Workshop for HR Professionals

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Page 1: Content Creation Marketing Workshop for HR Professionals

CONTENTMARKETINGWORKSHOPfor

HRPROFESSIONALS

Organisers: Presenter:

20April2016|9.00amto11.30am|LinkedinAsiaPacific

Page 2: Content Creation Marketing Workshop for HR Professionals

Source:Universum2014

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3

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4

Yet look at how your career pages are being seen on mobile phones

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Angela Ahrendts, SVP of Apple Retail

Social Proofs

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Peoplecomplete60%ofthedecisionmakingprocesspriortoanydirectinteracHonwiththebrand–andthatextendstothewaypeoplenowlookforemployment.

Peoplecomplete60%ofthedecisionmakingprocesspriortoanydirectinteracHonwiththebrand

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@ideasandrew

1 handle

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2 Books

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SpiritofService

3 Awards&Portals

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4 Domains

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5 DifferentCareersin30years

1987-1993 1993-1998 1999-2005

2005-2009 2010-

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6 YearsinSpeaking;Training&Consultancy

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7 TeachinCPEsorAdultLearningInsUtuUon

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200 MatchMake200couplesin4years

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300 Features,Interviews,MenUonsandQuotes

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SOCIAL MEDIA

PlaNorm ConnecHon

ConversaHon Content

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#1–ContentCreaHonStrategy

#2–SocialMediaEngagement#3–AcHvaHngYourAmbassadors#4–BuildingyourTribe(Following)#5–ContentScheduling(Calendar)

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#1-ContentCreaHonStrategy

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PrinciplesofGreatContentCreaUon

#1AContentCreaUonStrategy

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BestContent

|Educate|Entertain|Engage|

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BestContent|PredicUon|Scenario|OtherPossibiliUes|AddicHve!

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“What if…?”

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“Why not…?”

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“What’s going on?”

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Less than 140 characters

GoodContent BeConcise

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Get to the Point!

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If you can show;

talk less!

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EmoHonal!

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~ Unexpected Twist ~

Be^erContent Laugh,cry,think

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~ Collective Voice ~

Be^erContent Laugh,cry,think

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PrinciplesofContentCreaHonQuickRecap

YourContentmusthaveaPurpose/ObjecUve

MakeyourContentAddicHveornobodyiscomingback

BeConcise.NoonehaspaUenceanymore.

MakeitasEmoHonalaspossible

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ContentCategory&Type

#1BContentCreaUonStrategy

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• Convince• Educate

• Inspire• Entertain

Awareness AcUonEmoUonal

RaUonal

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• Convince• Educate

• Inspire• Entertain

BrandedVideosGamesQuizzesMemeVideos

EndorsementReviewQuotes

SurveyresultsShowcase(staff)

EventsChecklist(Podcast)SlidesDemo

ArHclesEbooksGuides

TrendReportsInfographics

Awareness AcUonEmoUonal

RaUonal

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ContentStrategy

#1CContentCreaUonStrategy

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1.Curate

ListenReadResearch

OrganizeAnnotateContextualize

ExperimentSharePublish

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SuggestedCuraHonSourcesPulse Mashable Klout Social Media Today

Social Media Examiner Business Insider

Vulcan Post TED Talk

CEO Worldbiz Human Resources HRM Asia

SME Central CustomerServiceMgr

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2.Collaborate

Crowdsourcing-  Surveys-  CompeUUon-  Scenario

InfluencerMarkeHng-  Blogging-  Feedback-  Opinion

Community-  Endorsement-  GamificaUon-  Wikis

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3.Create

In-houseOr

Outsource

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ContentCreaHonTools

#1DContentCreaUonStrategy

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CreateInfographics•  Explains:

– ComplextoConcise– Timeline– Processes– Procedures– Metaphors– Analogy

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CreateInfographics• With:piktochart.compicmonkey.comvisual.lyeasel.ly

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CreateMeme

•  Depicts– CompareandContrast– HumoroussituaUons– Specificreferences– Currentaffairs

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CreateMeme

• With:Memegenerator.netQuickmeme.comLivememe.comImgflip.com

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CreateGraphics•  Shows:

– MoUvaUon– Quotes–  EmoUons–  Diagrams–  Posters–  Screenshots–  Awards

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CreateGraphics

• With:Instaquote.comSlideshare(powerpoint)Canva.comwordle.net

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CreateVideo•  For:

–  Campaign–  Teaser/Trailer–  ShortFilm–  Streetinterview–  Musical–  Panel–  Keynote–  Interview–  LiveStreaming

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CreateVideo

• With:animoto.compowtoon.comVivaVideo(App)VideoEditor(App)

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CreatePodcast

•  For:– Radiointerview– AudioBook– Liverecording– Songs– TesUmonials

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CreatePodcast

• With:Soundcloud.com

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ContentCreaHonOutsourcing

– CreaUvity– TimeEfficiency– BenerResourceAllocaUon– ObjecUvity– …

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ContentCreaHonOutsourcing

•  fiver.com•  guru.com•  elance.com•  seoclerks.com•  Whitespace.asia

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#2–SocialMediaEngagement

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TheScienceofEngagement

#2AThePrinciplesofGoodEngagement

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Google : Search (WesearchedforinformaHoninthepast) Social Media : Share

(Today,informaHonissharedforus)

Old Internet Age versus New Internet Age

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EXPERTISE

KNOWLEDGE

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DoitYourself.BeResponsibleforwhatyoupost.

OwnyourVoice

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C o l l a b o r a t i o n

FindasmallMasterMindteamExchangeideaswithothersintheindustryofflineSharewhatevermaterialcompanyisoffering

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Be Interesting. Be Insightful

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Be Interesting. Be Insightful

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Be Innovative!

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CreaHvityisthekeytosocialmedia’sanenUon

Personalstorytellingisthebestsharing

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Be Adaptive / Be Authentic

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Listening > Talking

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Listen.Whatis….?

• BFF?• WTF?• LMK?

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ScienceofEngagementQuickRecapShareMore;SellLess

OwnershipversusOutsourcing

CollaboraUonisthenewCompeUUon

InnovaUonisKeytoContentCreaUon

AuthenUcityversusAuthority

ListenTwiceasmuchasyourshare

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TheArtofEngagement

#2BThe“A,B,C,D,E”ofGoodEngagement

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“HowTo…”QuesHons

Howtoaceyourjobinterviewwithease?

Howtogettopbloggerstosupportyourcampaignwithashoe-stringbudget?

Howtogiveyourbossfeedbackwithoutlosingyourjob?

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Best“Answers”toBurningQuesHons

Areyoumakingthesemistakeswhenyoudonetworking?

EndyourStrugglewithManagingSEO&SEMs

Haveyoueverwonderwhysomecompaniesareextremelysuccessfulintradeshow?

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“CondiHonal”Statement

If________Then_________(Firstblank,simpleacUonorskill;Secondblank,resultyourreaderswant)

__________Like______________(Firstblank,biggoalordream;Secondblank,someonefamouswho’sdoneit)

Create___________You_________(Firstblank,somethingpeoplewant;Secondblank,whytheywantit)

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“Direct”Statement

The________Guideto_________________(FillinwithapowerfuladjecUve,thenyourUSP)

____Shortcutsto________Success(Firstanumber,thenyourtopic)

______Waysto___________(Firstblank,bignumber;Secondblank,yourtopic)

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“Expert”Statement

AreYouMakingThese_____MistakesWhenYou____?(FillinwithanumberoracUonword,thenyourtopic)

The____BiggestProblemswith________(Firstanumber,thenyourtopic)

What______Won’tTellYouAbout___________(Firstblank,authorityfigure;Secondblank,yourtopic)

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ArtofEngagementQuickRecap

AskHow:StraightforwardwaytogetAnenUon

ProvideBestAnswers:EstablishRelaUonship

BeCondiHonal:FilteringProcessoftargetaudience

BeanExpert:EstablishAuthorityandCredibility

BeDirect:CreateEngagement

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#3–AcHvaHngYourAmbassadors

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ProfessionalProfilePhoto(Headshot)

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Concise,ImpacNulProfileHeadline

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WellWri^en/DevelopedSummary

1.Whoareyou?(Personality)

2.Whatdoyoudo?(Role)

3.WhyIamunique?(XFactor/USP)

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WellConstructedListofProfessionalExperience

WorkExperienceGood!

WorkAchievementBe^er!

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WellDevelopedSkills&Endorsements

TopskillsBe^er!

GoodskillsGood!

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WellDevelopedSkills&Endorsements

TopskillsPrimary!

GoodskillsSecondary!

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RecommendaHonsfromCustomers&Colleagues

•  Howdidyouknowme?•  WhatdidIdoforyou?•  Howdoyoufeelaboutmyperformance?

•  Whatarethreeworkethicsyoulike?

LeadingQuesHons:

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InvolvementinSelectLinkedInGroups

•  Search

•  Join

•  Ask

•  Contribute

•  Share

•  Create

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HighlightedProjects

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PublicaHons/Wri^enWorks

•  PersonalBlog

•  ArHclestothepress

•  ContribuHngauthortoabook

•  Whitepaper

•  Wikis

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“All-Star”LinkedinProfileCheatsheetü ProfessionalProfilePhoto(Headshot)ü Concise,ImpacuulProfileHeadlineü WellWrinen/DevelopedSummaryü WellConstructedListofProfessionalExperienceü WellDevelopedSkills&Endorsementsü RecommendaHonsfromCustomers,Peers&Colleaguesü  InvolvementinSelectLinkedInGroupsü HighlightedProjectsü PublicaHons/WrinenWorks

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#4–BuildingyourTribe(Following)

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#1

Allstaffaddcompanypage

asworkplace

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#2

SelectedstaffcontributelongpostonLinkedinPulse

Unearthblogging

talent

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#3

Allstaffshouldsharerelevantcompanypageupdateson

theirstatus

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#4SUcktoregularUmingforscheduledposUng.Avoidad-hocposUng.

SHcktoaRouHne

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#5UseLinkedincompanyfollowplugin

onyourwebsite

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#6

ShareYoutubevideostogetmoreengagementfromexisUngfollowers

VideoContent

IsKing

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#7OpUmizeyourLinkedInpageforsearch

engines.IncluderelevantkeywordsinyourdescripUon

ThinkSEO

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#8LeverageSlideshareforthoughtleadership

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#9PaidFollowerAcquisiUon

SponsoredUpdates

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#10PostJobOpportuniUesfromCareerPage

RipeTalentCommunity

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#5–ContentScheduling

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5a. Tools for Scheduling

h^p://www.hootsuite.com

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5a. Tools for Scheduling

h^p://www.buffer.com

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5b. Template for Scheduling

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5b. Template for Scheduling

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5c. Templates for Linkedin Page Graphic Size

[email protected]

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Buildingabusinesscase•  Beclearonroles&responsibiliUes.ArUculate&quanUfywhatyouneedfromthem.Knowwhatsinitforthem

•  Betransparent&measureproofofconcepts•  ShowthemcandidatesarenotjustforHR–theyimpactthebusiness

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Be Specific & Measure

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Measure,Learn&Repeat

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Candidates are not just for HR

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Offer:Introductoryoffer:USD$6K-USD$5KworthofsponsoredupdatescreditwithLinkedin-4statusupdates-1hourcontentconsultaUon-responsemanagementbestpracUce-ValidUll31stMay,15-LimitedtocompaniesthathavenotsubscribedtoSponsoredUpdateswith

Linkedinyet.

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BreakoutSessionsBreakout1Facilitator:WhiteSpaceTopic:Developingacontentcalendar•  RecommendedfornewusersanduserswhohavebeenposUngupdatesonanadhocbasis

Breakout2Facilitator:AndrewChowTopic:PersonaTargeHng•  Recommendedforuserswhoalreadyhaveacontentcalendar,orhavebeenposUngupdatesonamoreregularbasis