Universum Social Media Webinar

Copyright Universum 2009

TURN NOISE INTO MUSIC

How social media can grow your employer brand online

by Per J. Håkansson


About Author

• 15-years consumer Internet industry experience, innovating for Icon Medialab, Yahoo!, Blurb & CareerTV

• Active blogger since 2003 via www.perhakansson.com

• Available via LinkedIn, Facebook, Twitter, Slideshare & Skype

• Email: [email protected]

http://www.perhakansson.com

mailto:[email protected]


Agenda

1. A really short history of the web

2. What is social media?

3. Examples of social media platforms

4. How employers are using social media today

5. The ROI on social media

6. Recommendations


a really short history of the web

1


15-years of Evolution

AUDIENCE

YEAR

1995 20052000 2010

16MM

361MM

1,018MM

1,734MM

Instant Messaging

RSS

Weblogs

Photo Sharing

Social Networks

Video Sharing

Open Mobile Platforms

Micro Blogging


what is social media?

2


What is social media?“Social media is content created by people for

peer-to-peer social interaction using highly accessible and scalable Internet and mobile

publishing technologies.”

[Source: Wikipedia]


mass Media / social Media

Mass Media Social Media

Reach Infinite (in theory) Infinite

Accessibility Publishers People

Usability Professionals Amateurs

Recency Regular release Real-time

Permanence Static Ever-changing


How big is social media?

• 300MM Facebook users

• 52MM LinkedIn users

• 5-10MM Twitter users

• YouTube 1BN views / day

• 100+ MM blogs


Mobile drives social, social drives mobile

• Mobile phones have become the perfect social platform

– iPhone and Android represents 75% of

requests from smart phones

• 80% of all tweets are from mobile phones

• Connect online to meet offline via location services


Why so popular?

• Self-expression

• Building reputation and getting attention

• Participatory

• Meritocratic

• Real-time

• Free (gratis)


examples of social media platforms

3


A few examples and their killer social features[ And it’s not content ]

Examples Killer Feature

Blogging Platforms Wordpress, TypePadComments, trackbacks,

easy sharing

Micro-blogging Twitter, TumblrMobile crossover, 140

characters, followers

Social Networks Facebook, LinkedInFriending, status update,

sharing content

Video sharing YouTubePersonal video clips,

embed, ratings, favorites

Mobile applications FoursquareGeo-location, friending,

games


“No company has the resources today to communicate with 3 billion or more people without the support of the network. People must be willing

and active participants in the transmission of the message, or the communication must be socialized

within a community of interest.

[Tom Hayes, Jump Point - How Network Culture is Revolutionizing Business]


it’s all interconnected[ Think Ecosystem ]

My Blog

FacebookTwitter

Google

LinkedIn

SlideShare

Foursquare


The economic model:

Reputation (links) + attention (traffic) = monetization (value)


how employers are using social media today

4


“You can’t buy attention anymore. Having a huge budget doesn’t mean anything in social media…The old media paradigm was PAY to play. Now you get

back what you authentically put in. You’ve got to be willing to PLAY to play.”

[Co-Chairman Alex Bogusky of Crispin Porter & Bogusky]


The basics

• Share videos via Youtube

• Tweeting on Twitter

• Share photos via Flickr

• Recruit talent via LinkedIn

• Hosting a fanpage on Facebook

• All accessible via corporate career center

One of the first Employer Branding campaigns running on broadcast TV

and YouTube.


early adopter: Ernst & young

• Facebook fanpage

• 34,400 fans

• 10 videos / 12 photo albums / 468

fan photos

• Polls


telling the story: Microspotting

• A blog telling the story about working at Microsoft

• Not afraid of using tags, comments or sharing

• Microsoft employees get a t-shirt if they blog about Microspotting


sharing culture: Netflix

• Making their 128-pages “Culture of Success” manifesto available

• Creates authenticity and complete transparency

• Becomes viral and builds their employer brand


letting the employees speak: zappos.com

• “What are Zappos employees doing right now?”

• Leveraging the voice of all employees

• Full transparency = cool place to work / individual freedom with responsibility


the return on investment on social media

5


“I frankly don’t care that we’ve done $3 million in revenue through Twitter – but I do care that

Stephanie Nelson is out there answering questions and engaging with customers.”

[Lionel Menchaca, Digital Media Manager for Dell]


what does success look like?

• Experimental to learn about a new revolutionizing media

– Being first matters: time to fail / succeed and easy to connect with early adopters and social

influencers

• Soft metrics via engagement, awareness and brand building

– “Perception is everything, maybe the only thing.”

• Harder financial metrics as unique visitors and video views

– $10,000 / $200 CPM = 100,000 video views


recommendations

6


where to start

• Listen in and learn

– What do your talent markets say about your

company on blogs, social networks and Twitter?

Collect feedback and share internally.

• Join the conversation

– Understand and learn from your audience, discuss

important issues and be authentic, open and stay

true

– Socialize your content by sharing videos, add

comments, be present, start a dialog / conversation

• Act on the learnings

– Evolve your employer brand; become more attractive


how to get started

• Start with smaller projects

• Leverage what you have

• Succeed fast by using prototypes

• Dedicated social media / web professionals / advisor

• It’s a marathon, not a sprint


what not to do

• Prevent employees to access social networks during work hours

• Ignore criticism, deny the obvious or censor content

• Slow responses and updates

The Streisand effect is an Internet phenomenon where an

attempt to censor or remove a piece of information backfires,

causing the information to be publicized widely and to a greater

extent than would have occurred if no censorship had been

attempted.


questions?

The End


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*Check back for details for the Employer Branding Forum – Boston / January 21st



Documents

Universum Social Media Webinar