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CONTENTMARKETINGWORKSHOPfor
HRPROFESSIONALS
Organisers: Presenter:
20April2016|9.00amto11.30am|LinkedinAsiaPacific
Source:Universum2014
3
4
Yet look at how your career pages are being seen on mobile phones
Angela Ahrendts, SVP of Apple Retail
Social Proofs
Peoplecomplete60%ofthedecisionmakingprocesspriortoanydirectinteracHonwiththebrand–andthatextendstothewaypeoplenowlookforemployment.
Peoplecomplete60%ofthedecisionmakingprocesspriortoanydirectinteracHonwiththebrand
@ideasandrew
1 handle
2 Books
SpiritofService
3 Awards&Portals
4 Domains
5 DifferentCareersin30years
1987-1993 1993-1998 1999-2005
2005-2009 2010-
6 YearsinSpeaking;Training&Consultancy
7 TeachinCPEsorAdultLearningInsUtuUon
200 MatchMake200couplesin4years
300 Features,Interviews,MenUonsandQuotes
SOCIAL MEDIA
PlaNorm ConnecHon
ConversaHon Content
#1–ContentCreaHonStrategy
#2–SocialMediaEngagement#3–AcHvaHngYourAmbassadors#4–BuildingyourTribe(Following)#5–ContentScheduling(Calendar)
#1-ContentCreaHonStrategy
PrinciplesofGreatContentCreaUon
#1AContentCreaUonStrategy
BestContent
|Educate|Entertain|Engage|
BestContent|PredicUon|Scenario|OtherPossibiliUes|AddicHve!
“What if…?”
“Why not…?”
“What’s going on?”
Less than 140 characters
GoodContent BeConcise
Get to the Point!
If you can show;
talk less!
EmoHonal!
~ Unexpected Twist ~
Be^erContent Laugh,cry,think
~ Collective Voice ~
Be^erContent Laugh,cry,think
PrinciplesofContentCreaHonQuickRecap
YourContentmusthaveaPurpose/ObjecUve
MakeyourContentAddicHveornobodyiscomingback
BeConcise.NoonehaspaUenceanymore.
MakeitasEmoHonalaspossible
ContentCategory&Type
#1BContentCreaUonStrategy
• Convince• Educate
• Inspire• Entertain
Awareness AcUonEmoUonal
RaUonal
• Convince• Educate
• Inspire• Entertain
BrandedVideosGamesQuizzesMemeVideos
EndorsementReviewQuotes
SurveyresultsShowcase(staff)
EventsChecklist(Podcast)SlidesDemo
ArHclesEbooksGuides
TrendReportsInfographics
Awareness AcUonEmoUonal
RaUonal
ContentStrategy
#1CContentCreaUonStrategy
1.Curate
ListenReadResearch
OrganizeAnnotateContextualize
ExperimentSharePublish
SuggestedCuraHonSourcesPulse Mashable Klout Social Media Today
Social Media Examiner Business Insider
Vulcan Post TED Talk
CEO Worldbiz Human Resources HRM Asia
SME Central CustomerServiceMgr
2.Collaborate
Crowdsourcing- Surveys- CompeUUon- Scenario
InfluencerMarkeHng- Blogging- Feedback- Opinion
Community- Endorsement- GamificaUon- Wikis
3.Create
In-houseOr
Outsource
ContentCreaHonTools
#1DContentCreaUonStrategy
CreateInfographics• Explains:
– ComplextoConcise– Timeline– Processes– Procedures– Metaphors– Analogy
CreateInfographics• With:piktochart.compicmonkey.comvisual.lyeasel.ly
CreateMeme
• Depicts– CompareandContrast– HumoroussituaUons– Specificreferences– Currentaffairs
CreateMeme
• With:Memegenerator.netQuickmeme.comLivememe.comImgflip.com
CreateGraphics• Shows:
– MoUvaUon– Quotes– EmoUons– Diagrams– Posters– Screenshots– Awards
CreateGraphics
• With:Instaquote.comSlideshare(powerpoint)Canva.comwordle.net
CreateVideo• For:
– Campaign– Teaser/Trailer– ShortFilm– Streetinterview– Musical– Panel– Keynote– Interview– LiveStreaming
CreateVideo
• With:animoto.compowtoon.comVivaVideo(App)VideoEditor(App)
CreatePodcast
• For:– Radiointerview– AudioBook– Liverecording– Songs– TesUmonials
CreatePodcast
• With:Soundcloud.com
ContentCreaHonOutsourcing
– CreaUvity– TimeEfficiency– BenerResourceAllocaUon– ObjecUvity– …
ContentCreaHonOutsourcing
• fiver.com• guru.com• elance.com• seoclerks.com• Whitespace.asia
#2–SocialMediaEngagement
TheScienceofEngagement
#2AThePrinciplesofGoodEngagement
Google : Search (WesearchedforinformaHoninthepast) Social Media : Share
(Today,informaHonissharedforus)
Old Internet Age versus New Internet Age
EXPERTISE
KNOWLEDGE
DoitYourself.BeResponsibleforwhatyoupost.
OwnyourVoice
C o l l a b o r a t i o n
FindasmallMasterMindteamExchangeideaswithothersintheindustryofflineSharewhatevermaterialcompanyisoffering
Be Interesting. Be Insightful
Be Interesting. Be Insightful
Be Innovative!
CreaHvityisthekeytosocialmedia’sanenUon
Personalstorytellingisthebestsharing
Be Adaptive / Be Authentic
Listening > Talking
Listen.Whatis….?
• BFF?• WTF?• LMK?
ScienceofEngagementQuickRecapShareMore;SellLess
OwnershipversusOutsourcing
CollaboraUonisthenewCompeUUon
InnovaUonisKeytoContentCreaUon
AuthenUcityversusAuthority
ListenTwiceasmuchasyourshare
TheArtofEngagement
#2BThe“A,B,C,D,E”ofGoodEngagement
“HowTo…”QuesHons
Howtoaceyourjobinterviewwithease?
Howtogettopbloggerstosupportyourcampaignwithashoe-stringbudget?
Howtogiveyourbossfeedbackwithoutlosingyourjob?
Best“Answers”toBurningQuesHons
Areyoumakingthesemistakeswhenyoudonetworking?
EndyourStrugglewithManagingSEO&SEMs
Haveyoueverwonderwhysomecompaniesareextremelysuccessfulintradeshow?
“CondiHonal”Statement
If________Then_________(Firstblank,simpleacUonorskill;Secondblank,resultyourreaderswant)
__________Like______________(Firstblank,biggoalordream;Secondblank,someonefamouswho’sdoneit)
Create___________You_________(Firstblank,somethingpeoplewant;Secondblank,whytheywantit)
“Direct”Statement
The________Guideto_________________(FillinwithapowerfuladjecUve,thenyourUSP)
____Shortcutsto________Success(Firstanumber,thenyourtopic)
______Waysto___________(Firstblank,bignumber;Secondblank,yourtopic)
“Expert”Statement
AreYouMakingThese_____MistakesWhenYou____?(FillinwithanumberoracUonword,thenyourtopic)
The____BiggestProblemswith________(Firstanumber,thenyourtopic)
What______Won’tTellYouAbout___________(Firstblank,authorityfigure;Secondblank,yourtopic)
ArtofEngagementQuickRecap
AskHow:StraightforwardwaytogetAnenUon
ProvideBestAnswers:EstablishRelaUonship
BeCondiHonal:FilteringProcessoftargetaudience
BeanExpert:EstablishAuthorityandCredibility
BeDirect:CreateEngagement
#3–AcHvaHngYourAmbassadors
ProfessionalProfilePhoto(Headshot)
Concise,ImpacNulProfileHeadline
WellWri^en/DevelopedSummary
1.Whoareyou?(Personality)
2.Whatdoyoudo?(Role)
3.WhyIamunique?(XFactor/USP)
WellConstructedListofProfessionalExperience
WorkExperienceGood!
WorkAchievementBe^er!
WellDevelopedSkills&Endorsements
TopskillsBe^er!
GoodskillsGood!
WellDevelopedSkills&Endorsements
TopskillsPrimary!
GoodskillsSecondary!
RecommendaHonsfromCustomers&Colleagues
• Howdidyouknowme?• WhatdidIdoforyou?• Howdoyoufeelaboutmyperformance?
• Whatarethreeworkethicsyoulike?
LeadingQuesHons:
InvolvementinSelectLinkedInGroups
• Search
• Join
• Ask
• Contribute
• Share
• Create
HighlightedProjects
PublicaHons/Wri^enWorks
• PersonalBlog
• ArHclestothepress
• ContribuHngauthortoabook
• Whitepaper
• Wikis
“All-Star”LinkedinProfileCheatsheetü ProfessionalProfilePhoto(Headshot)ü Concise,ImpacuulProfileHeadlineü WellWrinen/DevelopedSummaryü WellConstructedListofProfessionalExperienceü WellDevelopedSkills&Endorsementsü RecommendaHonsfromCustomers,Peers&Colleaguesü InvolvementinSelectLinkedInGroupsü HighlightedProjectsü PublicaHons/WrinenWorks
#4–BuildingyourTribe(Following)
#1
Allstaffaddcompanypage
asworkplace
#2
SelectedstaffcontributelongpostonLinkedinPulse
Unearthblogging
talent
#3
Allstaffshouldsharerelevantcompanypageupdateson
theirstatus
#4SUcktoregularUmingforscheduledposUng.Avoidad-hocposUng.
SHcktoaRouHne
#5UseLinkedincompanyfollowplugin
onyourwebsite
#6
ShareYoutubevideostogetmoreengagementfromexisUngfollowers
VideoContent
IsKing
#7OpUmizeyourLinkedInpageforsearch
engines.IncluderelevantkeywordsinyourdescripUon
ThinkSEO
#8LeverageSlideshareforthoughtleadership
#9PaidFollowerAcquisiUon
SponsoredUpdates
#10PostJobOpportuniUesfromCareerPage
RipeTalentCommunity
#5–ContentScheduling
5a. Tools for Scheduling
h^p://www.hootsuite.com
5a. Tools for Scheduling
h^p://www.buffer.com
5b. Template for Scheduling
5b. Template for Scheduling
5c. Templates for Linkedin Page Graphic Size
Buildingabusinesscase• Beclearonroles&responsibiliUes.ArUculate&quanUfywhatyouneedfromthem.Knowwhatsinitforthem
• Betransparent&measureproofofconcepts• ShowthemcandidatesarenotjustforHR–theyimpactthebusiness
Be Specific & Measure
Measure,Learn&Repeat
Candidates are not just for HR
112
Offer:Introductoryoffer:USD$6K-USD$5KworthofsponsoredupdatescreditwithLinkedin-4statusupdates-1hourcontentconsultaUon-responsemanagementbestpracUce-ValidUll31stMay,15-LimitedtocompaniesthathavenotsubscribedtoSponsoredUpdateswith
Linkedinyet.
BreakoutSessionsBreakout1Facilitator:WhiteSpaceTopic:Developingacontentcalendar• RecommendedfornewusersanduserswhohavebeenposUngupdatesonanadhocbasis
Breakout2Facilitator:AndrewChowTopic:PersonaTargeHng• Recommendedforuserswhoalreadyhaveacontentcalendar,orhavebeenposUngupdatesonamoreregularbasis