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Communities & Conversations
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Ideas
• Transition to Web 2.0 plus• The Big 4.5 Tools/Platforms• Credible Web Presence• Employment Brand• Brand – You Inc.• Case Studies
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Web 1.0
• Static• Centrally Managed• Slow to Change• Unidirectional• Tech Heavy
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Web 2.0
ParticipateListen
UnderstandEngage
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Hyperconnected
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Texting
8Web 2.0 plus
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On-DemandPersonalEngaging
Networked
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Get Involved
Web 2.0" strategies, likens it to the JFK saying about duty - only in this context
it's,
"Ask not what your social network can
do for you, but what you can do for it."
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The BIG 4.5 Tools
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Adoption
640 million active users
175 million active users
100 million members
If Facebook were a country, it would be the 4th largest.
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LinkedIn Statistics
• 2 million join every month, about 1 new sign up per second
• Average age – 41
• Average Household income $110,000
• 64% Male
• 95% college educated
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Facebook Statistics• 57% Household Income above 60K
• 54% have a college degree or more
• 6th most traffic site in the USA
• Over 65 billion page views per month
• 1 in 2 visit Canadian are on Facebook
• Average books user visit 4 – 6 times/day
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You Tube Statistics• Every Minute 10 hours of video is uploaded
to You Tube
• Half of all You Tube users go to You Tube at least weekly
• Half of You Tube Users will share video videos with friends and colleagues
• More content is uploaded to YouTube in 2 months than have been aired on ABC, NBC, and CBS since 1948
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• ¼ of internet user update share their status online
• Over 140m tweets per month
• 460k accounts created per day
• 51% of active Twitter users follow companies, brands or productson social networks
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Who uses it?
How many people use social media in the U.S.?
Answer:
Over 51.6% of U.S. internet users are on social networks, that’s
109.2 million people(eMarketer April 2010)
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Average Hours Per Visitor Per Month
Canadians Spend the Most Time Online
Source: comScore World Metrix, February 2008
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~ Anytime ~ Any place ~ Any way
Brand as story tellers
Let them “talk” about you
Create empathy, understanding & openness
Use different media to touch your audience
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Why Build?
• Building awareness, spreading the word• Providing support and motivation• Coordinating unified approach• Involving those affected• Help people take action• Customizing messages• Humanizing the issues
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Why work here?
• Originally, why did you choose to work for this company?
• What are the top 3 factors that have enabled your success in your current position?
• What do you feel differentiates this organization from others for whom you could work?
• What would you tell a prospective hire to this company?
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Brand
A brand is a person’s gut feeling about a product, service, or organization
• Brand is not a logo• Brand is not an identity• Brand is not a product
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This is NOT advertising• Social media marketing, requires
communicating not ADVERTISING so act appropriately
• Targeting beyond demographics of Facebook, you need to become part of the community
• Listen. Learn, and be ready to make mistakes
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How do we get the message out?
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What is your brand?
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Why should I be a part of your brand?
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It is about THEM
• It is not about “job postings”• It is about communicating with candidates• It is about engaging them on their turf• It is about becoming more transparent
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Own your presence online
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It’s about understanding the progression of success
Visitor Community Member
Prospect Candidate
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Credible Web
Presence
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What is relevant?
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Job “Board” Transition
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Sources of Hires
Employment Website 21% - 55%
Referrals 19 % - 28%General Job Boards 11% - 15%
Search Firms 8% - 10%
Campus Recruiting 2% - 8%Other 6%
Niche Job Boards 6% - 12%Social Networking 5% - 8%
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Relationship Recruitment
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Passive and active job
seekers funneled and connected into to the your
community
Social Media Recruitment FunnelFeeding a Talent Pipeline
Linked to Traditional Methods
companyabc.com/employment
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Fish Where the Fish Are
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Social media at work
• Most activity occurs during the weekday during working hours
• 22% of people Tweet for work related reasons and 9% for research
• More companies monitor employee social media regardless of location (work, home)
• Forward companies discovering the benefit of employees as a social media audience
“We’ve found that it’s a great way to form more personal connections with
both employees and customers.”-Zappos CEO Tony Hsieh
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Regardless of whether you want to participate, you are being Googled…may as well be in control of what people see
Photo credit: _pixelmaniac_
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Own it! Your name is your brand
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The answer = vanity search SEO
What do people see when they Google
“Your Name”?
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Strategies for owning it• Determine your keyword your name, nick name, short
name, married name, which do you need to own?• Buy your domain and a build simple website or blog• Create social media profiles using your keyword
name• Blog positioning your credibility, personality or
expertise/thought leadership• Twitter• Comments, ratings, review (using your keyword name,
no alias)
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Monitor your brand, your name
• Set up Google alerts
• Monitor Twitter mentions
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Integrating social to your brand
Include in your contact info:– You.com website url– Blog url– LinkedIn url– Attach a copy LinkedIn of your recommendations– Any other social profiles used for business
(Twitter)
And be prepared to be Googled…
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Classifieds Today
Over 3M unique Canadian visitors
every month
• Over 9B page views/month
• 30M unique visitors
• 9th place overall in N.A.
• Over 3M new job listings/month
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Facebook Profile
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LinkedIn Profile
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Facebook Page
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Facebook Group
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People Relate to People
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Nuts from the beginning
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Nuts from the beginning
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• Google – 383,000 • Yahoo – 727,000• MSN – 282,000• LinkedIn – 9 jobs• Facebook – 19 groups• YouTube – 5
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What is your brand saying?
What are your strategies to reach your targets –
students, employers, job seekers (passive & active)?
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Mark R. Thompson
www.linkedin.com/in/markrthompsonwww.twitter.com/markrthompson
www.delicious.com/mckinleysolutionswww.slideshare.net/mckinleysolutions
www.flickr.com/photos/mckinleysolutions
w: www.mckinleysolutions.come: [email protected]
t: 888-769-1577 X222
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