telling the workforce story with social media
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Workforce Stories and Social Media
Presented by Michele Martin, The Bamboo Project, Inc.Presented by Michele Martin, The Bamboo Project, Inc. PA Workforce Development Association Conference-May 8, 2014
Michele MartinAdvocating for Social Media in Workforce Development since 2007!
Is This You?
We’re Going on a Journey. . .
To Explore Some Key Questions
So You Can . . .
One bite at a time. . .
Telling a Great Story on Social Media
“Jab, Jab, Jab, Right Hook”
Jabs are lightweight pieces ofcontent that make customers laugh,think, question, etc.
Right hooks are calls to action that benefit your organization.
Give, give, give. . . Ask!Source: Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World
Qualities of a Great Social Media Story
It’s Native
“Each platform has unique language, culture, sensibility and style.”
Who is on the platform?
What appeals there?
How does your story fit into the psychology and habits of your audience?
Doesn’t interrupt
Replicate the experience your audience wants to have on their preferred platform:
Entertained?
Inspired?
Informed?
Connected?
Doesn’t make demands (often)
Simple
Memorable
Inviting to look at
Fun to read
Made for your customer, not for you!
Leverages Pop Culture
It’s Micro
“Tiny, unique nuggets of information, commentary, humor or inspiration that you re-imagine every day as you respond to today’s events, culture and conversations.”
Consistent and self-aware
What core feelings do you want to evoke?
What core messages are you trying to convey?
How does every post, tweet, comment, pic confirm your brand identity and tell your core story?
If you want to succeed. . .
Have a personality
Know your audience(s)—one size does NOT fit all!
Emphasize the visual over the verbal
Use multimedia
Be consistent
A Social Media Case Study
How They Do It
Know their target audience and what is important to them
Integrated social media strategy based on their audience: Website Blog posts Facebook Twitter Pinterest Instagram LinkedIn Email
Their content. . . Is relevant to their audience
Appeals to positive identity and inspires positive emotions “You can do it—we’ll help!” “You’re not alone” “We know you want to succeed—here’s how!” “We’re fun, but we take our careers seriously.”
Is very visual
Is the right fit for the platform where it’s posted.
Start with Your Stories
We respond to stories that:
Focus on people
Evoke particular emotions
Include both visual AND verbal
Inform
Amuse
Inspire us to think, ask questions and/or act
1. Listen . . . What are the core needs, interests and behaviors of the people we are trying to influence? What are their preferred platforms?
Job seekers?
Employers?
Educators?
Community members?
Policy makers?
Help Job Seekers to. . .
Find a job
Access resources and opportunities
Take the right actions at the right times
Make informed choices
Feel less isolated and alone
Feel like positive, contributing members of society
Help Businesses To. . .
Fill positions
Accomplish business objectives
Stay competitive
Start-up and move to the next level
Feel connected
Feel competent and successful
Break it down. . .
Job Seekers By industry?
By age?
By occupation?
By where they are in their career path?
By educational level?
Employers
By industry?
By job title? (HR and C-suite are interested in different things)
By business size?
2. Create. . .
How do we want our audiences to FEEL?
What do we want our audiences to DO?
How can we bring value, rather than noise to their day?
How can we be targeted and relevant to their needs?
What do we want to accomplish?
What they DON’T Need!
Legislative/regulatory background
Funding source info
Jargon
Warnings
3. Deliver. . .
What channels/platforms will you use?
What core messages will you communicate?
How will you measure success?
Who will be responsible for what?
How will you learn as you go?
How will you refine and re-target as you go?
4. Participate!
Join online conversations
Share/re-share appropriate content
Follow/interact with key people/organizations that reinforce your message
Interact with fans, followers, etc.
Some Story Frames
Story Frame 1— “We are a Tribe” GOAL: Create credibility, community, trust.
“Connection before Content”
Show you understand the needs/issues of people like me.
See me as a whole, positive person
“Happy Thursday, Musers!”
Story Frame 2--Solve my Problem! GOAL: Relieve frustration, anxiety, concern
What problem does your audience have? How do you solve it in a unique way? (Remember—it isn’t
always about your services, either) How can they get their problem solved?
Help me “simplify”
Help me make better choices
Help me take the right action at the right time
Story Frame 3-Make Me a Hero! GOAL: Inspire, support
How does your audience view themselves? What positive views do they have of themselves?
How would they LIKE to appear/be perceived?
What stories can you tell that reinforce/inspire this positive view?
How can you feature their content/knowledge?
Story Frame 4—Entertain Me
GOAL: Let people know you’re human, create rapport
Make me smile or LOL
Make me think
Make me cry (in a good way)
Inspire me!
Telling Your Story on Social Media
You can be . . .
Make it Visual!
Ipiccy.com
Picmonkey.com
Snapseed
Biglens
Core Tools and Platforms
Blogs
•Include an image to make it more visually appealing•Headlines matter!•Make your website a blog (jobs4lancaster.com)
•People come to connect, socialize and catch up.•Want content that’s relevant, fun and useful.•Create/promote your Fan Page•Ask questions and invite user feedback•Use images—quotes work well!
Create organizational page
Use images
Post updates, share relevant content
Invite LinkedIn followers
Create/use targeted LinkedIn Groups
•Users come for news and information•Post an image (horizontal is better)•Use Tweetdeck or Hootsuite to schedule tweets•Use .@replies to respond to questions/comments•Engage with your followers—follow, RT/MT
Video
•Make it interesting/entertaining—avoid talking heads•Lots of visuals•Jing, Animoto, 9 Slides for recording presentations•5 minutes
Email Newsletters
Include a strong image
Link to online content, such as blog post or slide show
Create campaigns on specific topics
Create subgroups and sub-campaigns to target specific audiences
Use to deliver online learning
Expand Your Horizons
Slideshare.net
•Can embed slides in a blog post•Can embed “Call to Action” link•Can curate and share other Slideshare presentations
Prezi
Google Hangouts on Air
•Webinars, panel presentations, events•Laptop, mobile devices•Record and post to YouTube•Embed in other sites, your blog, etc.
Infographics
•LMI, local info could be adapted•Make research, etc. more visual
Create “boards” to organize “pins.”
A pin is a piece of content you find online.
Emphasizes the visual
Can add commentary to a board or to an individual pin
Pin your content and other relevant content from other users—or anywhere on the web!
Aggregators (Scoop.it, Storify, Paper.li)
Promote Social Media
On website
In email signatures
Across channels
Pay Attention to Stats!
Survey your customers—where are they the most active and what info do they want?
Know your stats—they vary based on platform.
Monitor and use to refine messages
Ways to Get it Done
Pick a platform and experiment
Make it a project to do with an intern
Have different staff post to different channels
Work with a marketing class
Sponsor a Hackathon
Find a start-up or freelancer (remember you can be virtual!)
In Summary. . .
CustomersFeelingsStoriesTools
The right story for the right tool
Consistency and focus are important
Track progress and refine based on feedback
Be human!
More Info. . .
www.michelemmartin/wfd
www.bambooprojectinc.com
Contact me at:
michelemmartin@gmail.com
610-248-6230
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