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Presented at SRCONF 2012
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Leveraging the power ofthe human networkFacebook and Cisco – harnessingsocial networking as a tool ingraduate recruitment
Sedef M BuyukatamanCisco University Relations ManagerEuropean and Emerging Markets
© 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations EuropeSMB 09 2
Hello My Name is Sedef – and I’m aGraduate Recruiter
ManagementConsulting
Hi Tech
Communications
Automotive
Banking….
© 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations EuropeSMB 09 3
Agenda
Why a new approach?
Method Behind the Madness - Facebook is aboutCommunication
Cisco’s Community Platform Overview Milestones
Key Success Factors, Tools
Growth
Q&A
© 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations EuropeSMB 09 4
Tools in the Search for Potential
Job Fairs and MilkRounds
Giveaways
Career Services(where available)
Online Job Boards
Mailers, email
© 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations EuropeSMB 09 5
The Audience has Changed
As Eric Chester writes in‘Employing Generation Y’,‘although they are bettereducated, more techno-savvy, and quicker to adapt… they refuse to blindlyconform to traditionalstandards. Instead, theyboldly ask, ‘Why?’
Generation Y rarely usesemail; instead the preferredmedia are social networkingsites
Studies also show that Gen Ydoesn’t respond to formality –particularly office hierarchiesand traditions.
So how do we grab their attention?So how do we grab their attention?
© 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations EuropeSMB 09 6
WeWe’’ve become the mountainve become the mountain……in a time when wein a time when weneed to adapt to changeneed to adapt to change
© 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations EuropeSMB 09 7
We had to modify our approach
Provide access to our employees, at all levels, in an informaland open forum
Open the lines of communication – make it transparent andeasy to access
Develop a brand that accurately represented our corporateculture
Target the individual not the opportunity on hand – beproactive, not reactive
Create a sense of community
As part of this approach we found Facebook to be an excellentAs part of this approach we found Facebook to be an excellentchannelchannel
© 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations EuropeSMB 09 8
Welcome to the Human Network… Facebook is a free-access social networking website that is operated
and privately owned by Facebook, Inc.
The website currently has more than 200 million active users worldwide
More than 100 million users log on to Facebook at least once each day
Average user has 120 friends on the site
About 70% of Facebook users are outside the United States
Facebook is Facebook is thethe platform for global viral marketing and personal referrals at all platform for global viral marketing and personal referrals at alllevels levels –– by penetrating these social networks we can capitalize on the by penetrating these social networks we can capitalize on the HumanHuman
Network Effect.Network Effect.
© 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations EuropeSMB 09 9
How does the average member useFacebook?
IM and email messaging throughout personal andprofessional networks
Keep in touch with worldwide networks through tools likestatus updates and photo sharing
Follow specific topics or groups that are in interest area,also track what groups or interests their friends are followingthru an updated feed on their personal home page
Find and recommend products or services worldwide Create, organize and participate in social, political and
business related events Network with personal and business contacts
© 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations EuropeSMB 09 10
What do they see when they log on?
© 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations EuropeSMB 09 11
Facebook is about Communication
Communication: a two-way process in which there is anexchange and progression of thoughts, feelings orideas towards a mutually accepted topic, goal ordirection.
Facebook marketing is about communicating not advertising
The facebook experience is content driven, not ad space
Facebook allows you to target your customer is severalways
……its about creating a dialogue and building a communityits about creating a dialogue and building a community
© 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations EuropeSMB 09 12
We started small…
© 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations EuropeSMB 09 13
Then we went Global…
© 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations EuropeSMB 09 14
We supplemented with targetedcampaigns
Focused Advertisements based ongeography and diversity
© 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations EuropeSMB 09 15
And partnered with our other teams
© 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations EuropeSMB 09 16
But we made sure to keep it aboutcommunication
The highest media consumption comes from our videos andpictures
They let us know what they’re interested in by their likes andcomments
They can ask us question in the open forum about theirindividual recruitment process or overall programs
Responsiveness is key
Content must be consistent and timely
The more we listenThe more we listen……the more they talkthe more they talk
© 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations EuropeSMB 09 17
We can target our audience and tailorinformation to them
• The Ad itself was viewed over 48.5 M times byover 3.7 M different individuals who met ourtarget demographic
• And was used to click through to our fan pageover 7.576 times by 7.498 unique visitors
• The number of female members to our global fanpage in the target demographic groupincreased overall, during the ad period, from17% to 24% in the target demographic
• The total spend for the advertising was under 5KUSD
© 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations EuropeSMB 09 18
Facebook helps us track our success
© 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations EuropeSMB 09 19
Growth Strategy Viral Growth – 65K employees worldwide, academic contacts and
alumni networks
Competitions, contests, discussions
Insertion into our recruitment process and overall communications
Expansion – baby boomers are the largest growing demographic onFacebook
Minimal Advertising – as needed in key markets to targeted groups ofindividuals
Facebook offers what Twitter and Linked In cannot Facebook offers what Twitter and Linked In cannot –– a direct, reciprocal a direct, reciprocalcommunication channel and open discussion forum with our target audiencecommunication channel and open discussion forum with our target audience
© 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations EuropeSMB 09 20
www.facebook.com/CiscoUniversityJobswww.facebook.com/CiscoUniversityJobs