building your follower ecosystem
TRANSCRIPT
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Building Your Follower Ecosystem & What This Means For You@alexCharraudeau: Media Solutions Consultant
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Alex Charraudeau
Ex-recruiter 7 years as a recruitment marketing guy Web design, development, brand strategy, search marketing, email
marketing, social media strategy At LinkedIn I help recruiters get the most out of LinkedIn
@alexCharraudeau
Google+
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Agenda
What is the Value of Followers? How to get Followers What to do with Followers 5 things you can do today
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Build Recruit
1 3
Build your brand,
your platform
and talent pools
Pick up leads,
make placement
and hire staff
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Build Engage Recruit
1 2 3
Build your brand,
your platform
and talent pools
Demonstrate why
they should do
business with you
Pick up leads,
make placement
and hire staff
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The Value of Followers
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Stay top of mind88% of members would follow a company
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Generate preference for your business78% of company followers are more likely to respond to an InMail
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Get people to do something by sharing jobs / conversion points71% of members will follow a company for jobs
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Followers are sustainable64% of followers would follow companies indefinitely
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“When I hear people debate the ROI of social media it makes me
remember why so many business fail. Most businesses are not playing the marathon. They're playing the
sprint.” - Gary Vaynerchuk -
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Psychology of Following
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The Psychology Why we Follow…
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Fear of missing out– Fear of missing out (or FOMO) is a form of social anxiety. This is especially
associated with modern technologies such as mobile phones and social networking services
Social proof– Social proof is where people assume the actions of others in an attempt to reflect
correct behavior for a given situation
Bandwagon effect / Cultural phenomenon– The bandwagon effect is where the rate of uptake of beliefs, ideas and trends
increases the more that they have already been adopted by others
The Psychology Why we Follow…
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The Psychology – Fear of missing out
Why should they Follow you? What are you delivering that will improve their life? How can you influence and improve someone’s career? What opportunities are you opening someone up to?
Opportunity
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The Psychology – Fear of missing out – Opportunity
Outside Recruitment In recruitment
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The Psychology – Social Proof
Who else is following? How many followers do you have?
Numbers
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The Psychology – Social Proof – Numbers
Outside Recruitment In recruitment
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The Psychology – Bandwagon effect / Cultural phenomenon
How long do you have before people loose interest? Have they already started following all of your competitors?
Speed
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The Psychology – Cultural phenomenon – Speed
Outside Recruitment In recruitment
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Why you would Follow a company – Facebook
49%
Support the brand I like
42%
Get a coupon or discount
41%
Receive regu-lar updates
35%
Participate in contests
31%
Share my personal ex-
periences
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Why you would Follow a company – Twitter
52%
Special offers
44%
New products / services
51%
News on the brand
38%
I am a current customer
55%
I like the brand
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Followers on LinkedIn
71%
Following companies for
jobs
68%
News and Insights
61%
Projects and iniativies
88%
Would follow a company
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How To Get Followers
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Generate Followers through word-of-mouth
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Get Followers through being interesting
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Advertising across LinkedIn to your target audience
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Employee Profile Advertising
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Follow on Company Pages
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Follow on Jobs
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Follow Us on the websitewww.developer.linkedin.com
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Follow Us on Email
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By using a combination of free technics, jobs and employee profile advertising this company sustained a higher level of Follower growth.
The spike in March & April was due to a short burst of Follower advertising.
What does success look like?Graph of Follower Growth over time
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What to do with Followers
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Talent Landscape
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Active Passive
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0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
Active
The content you produce should match the market
Passive
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Job related content Interview tips Jobs!
Create content for both active and passive people
Active Content Passive Content Industry content News Projects Events Market mapping Salary surveys Career advice Entertainment
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“Leaders don't create followers, they create
more leaders.”- Tom Peters -
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A member’s journey
Awareness
Consideration
Preference
Conversion
Advocacy
60% of the decision is
made before contact
with a sales person
Social media has made
this easy than ever
before
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The Content Marketing MasterclassFor more information find slides here: http://www.slideshare.net/LinkedInRecruitmentFirms/content-marketing-masterclass-35829911
What content is your target interested in?
“Do not address your readers as though you are addressing a stadium. When people read your copy, they are alone. Pretend you are writing to each one of them a letter.”
IT professionals
IT professionals in banking
Senior IT professionals in banking
Senior IT professionals in banking working at HSBC
0% 50% 100%
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5 Things To Do Today
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5 Things to Do Today
1. Figure out why people should follow you
2. Communicate the benefits of following you
3. Add a Follow Us button on your website and email signature
4. Advertise to your target audience
5. Analyse, review, improve