COURSE CONTENT:

1. Overview : Objectives, Content, Community, Technology and ROI tools.

2. Getting started: The Process3. Search Engine Optimisation4. Content Creation5. Creating extraordinary LinkedIN profiles, Facebook fanpages,

Twitter profiles and You Tube channels6. Integrating Social Media into the recruitment process7. Building and managing Talent Communities and Networks8. Mobile 9. Reputation Management10. Time Management11. ROI12. Social media plan - template

We Are Going To Cover A Lot…

W M

W O M

YOU ARE NOT A JOB BOARD

ADD JOBS TABTO FANPAGE

It’s about RELATIONSHIPS

•CONNECTIONS DO NOT LEAD TO RELATIONSHIPS

•BUILDING RELATIONSHIPS BY CONNECTING DO

•TARGET AUDIENCE•OBJECTIVES•SEO•CONTENT• PROFILES / PAGES• AD CAMPAIGNS•INTEGRATION•CULTURE CHANGE•CAPACITY•MEASUREMENT•EXPERIMENT

PROCESS

The (unspoken) Social Media Process

TARGET AU

DIENCE

SEGMENT TARGET AUDIENCESilent Majority

Vocal Majority

SocialMajority

• Joins but rarely participates• Reads/watches/listens to UGC• Lowest level of social influence

• Joins and actively participates• Shares UGC and commentary• Medium level of social influence

• Builds/moderates community• Creates and aggregates UGC• Highest level of social influence

Source: ©2010 MarketingSherpa Social Marketing Benchmark Survey

GOALS =• Establish a relationship with the RIGHT person in advance of a hiring need to reduce time of hire and costs.

AND/OR •Find partners• Build brand• Reduce customer support costs

Keyword Glossary

Building Links that matter

Content

Conversation

WHAT DOES LOVE ?

http://www.googlekeywordtool.com/

Google's intent is to create the world's best information-rich artificially intelligent system.

CONTENTis King

• Fresh content with relevance• Content is more than just information• Content objects are critical hubs of conversation

…they are social objects that get consumed, shared and manipulated by the viewing audience.

CONTENTHow to tell a great story — 9 simple steps!

1. Look at some Examples2. Choose a meaningful subject. 3. Create a keyword list4. Use an authentic voice.5. Be concise.6. Include a striking image7. Space your paragraphs8. Add tags so people will find your story.9. Explore other media types.

RESOURCEStechnorati.com

Boardtracker.com

Google/alerts

Tweetdeck

CONVERSATION IS QUEEN

Blogs• The NEW company web site• Authentic• First person• Insightful

TOTAL LINKEDIN USERS IN SOUTH AFRICA

1 099 134 83%

Skills and Expertise

Profile completeness

LinkedIn• Personal profile• Groups• Events• Companies

Optimize LinkedIN company page1. Activate status updates by adding admins - including yourself! 2. Commit to posting a status update twice a day3. Add your blog RSS to your page to auto-populate your blog's content. 4. Create a helpful "Company Overview" description, with the most important info at the top

6. Add "Company Specialties" (or keywords) to help your company get found for specific terms

5.Opt-in to "show news" about your company

7.Link to a landing page on your Overview Page. 8. List one of your products or services in the "Products" section, and explain why it's valuable9. Add "banners" to your Product Page and link to special interior pages of your website

10. Add a video to your Product Page.

Facebook wants to create the world’s best information-rich, socially-based system.

affinity (popularity)

time decay (timely)

weight (relevance)

EdgeRank Checker

FACEBOOKKey strategy to getting more ‘Likes’ and connecting with your audience is to provide helpful information

FACEBOOK Advertising Campaign

Demographic data for Likes is only available when your Page has at least 30 Likes.

https://www.facebook.com/ads/manage/campaigns/

http://www.tumblr.com/photo/1280/12246001588/1/tumblr_lu1n6afHw61r3kt35

Twitter• Profiles• Search• Post• Engage

http://www.twitjobsearch.com/

HANDY TOOLS

MORE TRAFFIC TO WEBSITE = LEAD CONVERSATION

BLOG

FB

LinkedIN

TWITTER

Create Promote

Measure

More Africans have access to mobile phones than to clean drinking water.

NIELSEN

“mobile” refers to the user, and not the device or the application.

People, not things.

QR CODE

TEXT MESSAGING IS PERVASIVEMost accessible mobile technology globally•4 x more people use SMS than e-mail• 11 % of South Africans use their mobiles to go online• Consumers aged 25-34 are the heaviest users• 69%of consumers prefer sending texts to calling• 85 %of mobile subscribers• Mobile phone use has gone from 17% of adults in 2000 to 76% in 2010.• Half of all users of Facebook in South Africa access the site via their mobiles.

Mobile

• Mobile web site optimization• Be where your audience is• Social media is the answer

By 2013, mobile phones will overtake PCs as the most common Web access device worldwide

GARTNER

MOBILE ACCESS

Planned or not, mobile traffic is being directed to your

career site.Are they finding a dead end?

The benefits of building a talent community

•Qualified candidates at your fingertips•Less dependence on expensive, ineffective job boards•Less money spent on job advertisements•Increased interaction with potential candidates in order to help them understand what your organization does•Better quality of applicants to job openings•Creates a talent pipeline for future job openings•Attracts passive candidates

Time Management• Build it into your day – social

media is a tool and a process• Content Planning• Social Media plan• Comments• Third party apps ie Hootsuite Tweetdeck

REPUTATION MANAGEMENTuses the tools of the Internet to monitor and analyse a brand’s reputation and to engage in conversation so as to influence its reputation.

1. monitoring the buzz – Google Alerts, Tweetdeck

2. analysing – what’s being said by whom

3. influencing – engaging in and leading the conversation

http://www.socialmediaexaminer.com

ROIReturn on Investment or Risk of Ignoring

purchases

value

traffic

branding

awareness

employees

leads

interest

clicks or views

time

KloutWhat is measured is valued!