shift happens in marketing, sales and job seeking
Post on 19-May-2015
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Shift Happens.
Sandy BlanqueraPrincipal & Shifter
How the Web is changing Marketing, Sales and Job Seeking
Shift Happens!
The world is changing fast.
The first text message was sent
in 1992.
Today, text messages outnumber
people on the planet at 8 billion
per day.
~ Tomi T Ahonen
Today, 1.5 billion people use the web.Internet World Stats.
India is the number one
English speaking country in the world.
100% of college graduates speak
English in India.~ wikipedia.com
If Facebook were a country,
it would be the 8th largest country in the world.
Facebook had 132.1 millionunique visitors in 2008.
My Space had 117.6 million unique
visitors in 2008.
Your competition is already using social media.
Be an early adopter before
your competition gets to your target audience.
Citizens are creating the web
content. Are you one of them?
Wikipedia now has 10,000,000 articles
YouTube has 100,000,000 videos
There are more than 200,000,000 blogs
Social media sites have experienced
incredible growth – Twitter | 2,400,000 | 343% growth– Ning | 251%– Linkedin | 11,924,000 | 193% growth– Facebook | 39,003,000 | 116% growth– My Space | 59,352,000 | 1% growth– As of September 2008~ Nielson wire
Twitter experienced 343% growth in 2008.
5,000-10,000 new accounts created
daily. Twitter.com one of the top
1,000 websites by traffic in May 2008
~ Compete.com
~ Hubspot
~ Alexa.com
What does all this shifting mean?
If you aren’t part of the shift,
you could get left behind.
SOCIAL MEDIA is an umbrella term.
It defines web activities.
integrates technology creates
social interaction and the construction
of words pictures videos and audio.
http://www.wikipedia.org
Looks overwhelming.How do I make sense of all the applications?
Conversations Powered by certain applications…
BlogsMicro BlogsOnline Chat
RSSWidgets
Social NetworksSocial BookmarksMessage Boards
PodcastsVideo Sharing SitesPhoto Sharing Sites
Wikis…to name a few
Let’s Talk
Marketing is Changing
Traditional Marketing Web Marketing
Company creates demand Customer displays need
Targets a consumer Targets a need
Exclusive Inclusive
Monologue Dialogue
Edited script from company Open opinions from customers
Traditional Marketing Web Marketing
Company driven Customer driven
Company controlled Customer influenced
Opinions solicited Unsolicited opinions available online 24/7 and searchable
Online marketing more important than offline marketing
Let’s Talk
Sales are Changing
Traditional Sales Web Sales
Users buy because they want it Users buy because it fits their needs – relationship building key
Sales person evaluates opportunity. Purchase created through meetings, phone calls, direct mail, newspaper ads, radio, brick and mortar
Sales role changing. Purchase opportunity created through searches like Google, Ads (AdSense), blogs
Purchase through direct mail, in-person, brick and mortar
Purchases made on-line
Purchase based on limited information, not searchable
Purchase based on expanded information (world-wide) through company websites, product reviews, chat boards, etc.
Traditional Sales Web Sales
Support purchase through sales rep, & customer service
Support purchase through online customer service
More returns Fewer returns - trial versions, product reviews
Purchases and customer service during office hours
Purchases and customer service 24/7 online
Promises and customer service have limited accountability
Visible opinions drive companies to deliver on promises and customer service
Relationships are not primarily visible.
Relationships transparent through communities like LinkedIn
Let’s Talk
Job Searches are Changing
70% of all jobs are not advertised.
Only 3-5% of jobs are advertised on
sites like Monster.com
Only a small percentage of jobs posted
get filled through Monster.
Social Networking Trends
Traditional Job Search
Web Job Search
Create a physical resume Online resume searchable. Profiles are key! LinkedIn = the new resume.
Search for jobs in newspaper
Search for jobs through job boards, companies & online social communities. Newspapers becoming artifact.
Networking (in person or via phone) most effective way to get a job
Networking most effective way to get job and can do it online and offline
Access to recruiters limited Recruiters visible & open to connect. Recruiters search & find candidates in social communities
Traditional Job Search Web Job Search
Apply – send resume through snail mail
Apply on job & niche job boards, company websites, social communities
Application acknowledgment sent by snail mail
Immediate application acknowledgment via e-mail
Phone call reference checks based on references supplied
References checked online via sources like LinkedIn. Candidate’s reputation checked online via Facebook, Twitter, Google, blogs posts and comments, etc. for validity of personal brand communicated
What should you do?
Shift is a process.•Get your feet wet
•Create a social media strategy
•Explore personal branding
•Learn production tools
•Engage consistently
•Get feedback
Questions & Answers
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