jsec presentation
TRANSCRIPT
Using Social Media Sites for Networking and Promoting BusinessNew York JSECOctober 14, 2010Liverpool, NY
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Explosive Growth
• Social media is growing exponentially, dubbed “Web 2.0.”• LinkedIn has over 80 million professionals in 150 industries in
over 200 countries and is more of a pure-play business networking site. (Source: LinkedIn.com)
• Facebook: Over 500 million active users (Source: Facebook.com)
• Twitter: 93 million unique visitors in June 2010 worldwide. (Source: comScore)
Social media is your brand, live and in motion.
Social Media’s Role in Business
• Mindset: a new conversation. Part of the shift from “marketing to” versus engaging, listening, watching, and understanding.
• Organic, live focus groups• A cultural pulse—the best and worst of who we are• Brand/reputation building & protection• Customer loyalty• Customer care• Exposure to rapidly changing culture
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The Old vs. New Marketing Funnel
•No longer linear
•More influencers growing by the minute
•Customers are now bloggers and web-savvy people who can create commentary about your product or service at any time.
•Whatever experience that you create (or don’t create) for your customers can immediately be shared online.
•Both failures and home runs can be discussed, digested and easily shared.
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Tearing Down the Walls
“That’s a clichéd phrase, but Twitter really is about tearing down the artificial walls between customers and the individuals who work at companies.”
–Morgan Johnston, JetBlue’s manager of corporate communications
Source: http://business.twitter.com/twitter101/case_jetblue
Photo by Paul L. Baron
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Big Picture Best Practices
• Be conversational from the start.• Make social media part of the job,
just like email.• Share the love–promote others.• Synchronize content across channels.• Emphasize quality, not just quantity.
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Keep the Relationship Alive
• Don't neglect your fans once the connection has been made.
• The biggest mistake companies make with social media is that they slap it up and forget about it.
• Keep followers engaged– Spark conversation– Share common interests– Avoid being "spammy”
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Perhaps the Most Obvious HR Application of Social Media is Recruiting
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Source: Jobvite 2010 Social Recruiting Survey
Snapshot
• A new member joins every second, and half the members are outside the U.S.
• All aspects of business are represented from the Fortune 500 to small businesses and entrepreneurs.
• 80 million professionals in 150 industries in over 200 countries.
• Business focused—profiles built around goals, career experience, recommendations
Source: linkedin.com
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Building Business Mojo on LinkedIn
Participate and Investigate• Find and join groups in your
industry.
• Participate in online discussions in groups that are important to your industry.
• Use LinkedIn Answers to ask questions and get insight and tips from your network.
• Source vendors, partners, suppliers, and new hires.
• Review competitors’ information.
• Check references on people you hire or do business with.
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Source: http://blog.linkedin.com/category/success-stories/
LinkedIn Applications
Box.netHuddle WorkspaceMy TravelWordpressCompany BuzzBlogLinkSlideSharePollsGoogle PresentationAmazon Reading List
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LinkedIn as a Recruitment Tool
Dedicated recruitment solutions. LinkedIn Talent Advantage offers a range of capabilities specifically designed for recruiters, along with training to leverage them.
Source: talent.linkedin.com
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LinkedIn for Recruitment
• Access to passive candidates. Reach traditionally hard-to-find top performers who aren’t actively looking for new positions.
• Branded company profiles. Create an engaging profile, featuring open positions and showcasing positive testimonials from current employees.
• Viral effects. Members pass postings on to qualified candidates in their networks.
Source: talent.linkedin.com
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Elements of a Strong “Careers” Page
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LinkedIn for Recruitment (cont.)
• Increased web presence. Search engines index the site, boosting posted jobs in search results.
• Leverage matching technology. Proprietary program identifies best candidates for job postings in real-time.
Source: talent.linkedin.com
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Facebook & Social Sharing
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Facebook Population Breakdown
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Source: Mashable.com
Who’s on Facebook
Women are 56.2% of facebook population
Women age 55 and over are fastest growing group
Source: Mediapost.com
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Facebook Pages
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Ernst & Young Careers Page
• 900 million+ objects that people interact with (pages, groups, events, and community pages)
• Average user is connected to 80 community pages, groups and events
• 70+ translations available• 70% of Facebook users are outside the U.S.• 1 million+ websites have integrated with Facebook
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Facebook Stats Relevant to Businesses
How to Use Facebook for Business
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Targeting Your Audience on Facebook
• Ad programs can target a specific geographic area and age.
• Photographer targeted women ages 22-28 who listed their marital status as engaged in Minneapolis St. Paul.
• Spent $300 in advertising that generated $60,000 in business over two years.
(Source: NY times 11/12/2009 how to Market your Business with Facebook.)
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What is Twitter?
•Twitter is an instant messaging application that limits you to140 characters in length, with a culture that encourages people to spread news to friends in their own network.
•The Global Language monitor ranked “Twitter” as the top word of 2009.
•Twitter valuation at $1 billion.
•Both Google and Bing incorporate Twitter and other real-time feeds into search results.
Source: vatornews blog
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Twitter Demographics
At the end of 2009:
•30% under 25
•20% 25-34
•20% 35-54
•15% 45-54
•10% 55-64
•5%: 65+
Connecting Twitter and LinkedIn Updates
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Twitter and LinkedIn Accounts
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http://localtweeps.com/
Also check out: tweetfind.com
Teusner Wines, Boutique Wine Biz in AustraliaEight Tips That You Can Do Too
1. Followed @Starbucks, so he could see what the big guys were doing.
2. Searched for wine-related terms (search.twitter.com) and began following people talking about the business.
3. Use www.twilert.com to receive alerts about your company, your competitors or anything you want to watch.
4. Began conversing with people he’s following.5. Reached out to people talking about his wines.6. Focused on building trust versus pushing sales.7. Posted third-party reviews of his wine.8. Shared information about tastings and dinners
featuring his wines.Results so far: more people coming to his winery for tours, and getting customer feedback on specific wines has been very valuable to how he thinks about his business.Additional benefit: no cost marketing while building relationships and seeing what customers respond to.
Source: Twitter 101 http://business.twitter.com/twitter101
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Business Twitter Apps to Explore
ChrisBrogan.com • Have more than one Twitterer at the company. People can quit. People take vacations. It’s nice to have a variety.
• When promoting a blog post, ask a question or explain what’s coming next, instead of just dumping a link.
• Ask questions. Twitter is GREAT for getting opinions.
• Follow interesting people. If you find someone who tweets interesting things, see who she follows, and follow her.
• Tweet about other people’s stuff. Again, doesn’t directly impact your business, but makes us feel like you’re not “that guy.”
• Promote your employees “outside of work” stories.• Share links to cool stuff in your community and
industry.
Great blog posts on 50 Ideas on Using Twitter for Business
http://www.chrisbrogan.com/50-ideas-on-using-twitter-for-business/
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Twitter Tips from Brogan
Human Resource Twitterers to Follow
Society for Human Resource Management http://twitter.com/SHRM_Research
ERE.net http://twitter.com/ERE_net Recruiting industry resource
Jerry Bowles http://twitter.com/SocialHR Where Social Media Meets HR
William Uranga http://twitter.com/williamu Director of Recruiting, TiVo Inc.
HRIQ http://twitter.com/HRIQ Articles, podcasts, videos & more from experts on Training, Talent Mgmt, Employee Engagement
Social Media and HR
Opening Doors for Recruiters
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Mike Sipple, Jr. from recruting and training firm Centennial, Inc., sees social media opening doors across industries, market segments, and hiring levels:
“You’re able to compete on global search more than ever because you are just one click / post / tweet / update away from any leader in the world."
“You’re now one of those leaders! You can find out the top industry leaders to follow, the influencers of any industry, where they hang out, where they spend their evenings… the talent is reachable!”
Source: http://mashable.com/2010/04/19/social-media-recruiters/
Leveraging Social Media to Increase Referrals
Engage your entire organization—not just HR. • TiVo Inc. gets 48% of its new talent through employee referrals.• They actively encourage job seekers to connect with current
employees on LinkedIn.• Reported 11% increase in referrals due to social media tools.
Sources: http://www.tivo.com/abouttivo/jobs/interview/questions.htmlhttp://mashable.com/2010/04/19/social-media-recruiters/
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TiVo’s Talent Stream
New Solutions to Old Problems
Get creative. WVR International, a science lab supplier, followed Discovery
Channel’s Mythbusters on Twitter. Responded to a viewer question about a test tube; became part of
community. Found new stream of candidates for hard-to-fill positions.
http://mashable.com/2010/04/19/social-media-recruiters/
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Jobvite: Recruiting Platform for Social Media Era
• Uses existing social networks to drive referral hiring through current employees.
• Offers efficient candidate relationship management (CRM).
• Analyzes descriptions of open positions to create best keywords for searches and sourcing.
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Social Media as Internal Communications
• Company blog can:• Introduce new employees• Replace employee newsletters• Provide valuable training• Build culture
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Social Media as Internal Communications
Look to the big public sites as models.• “D Street” is Deloitte’ s Facebook-like, internal
networking site.
• It acts as a personal storefront for employees—enabling them to build personal brands through their individual D Street "profiles" and connect with teams looking for their unique skills.
• Also connects communities across the regions and functions and expanding the way people participate in the organization.
Source: http://www.public.deloitte.com/media/0319/tar/tar_yir_workplace.html
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D Street a Game-Changer for Deloitte
“In the recent past, the business cycle was measured in days or weeks. But now we can get instant feedback from countless sources such as blogs, wikis, communities, and online surveys. It has really transformed our organization.”
-Patricia Romeo, D Street National Leader, Deloitte Services LP
Source: http://www.public.deloitte.com/media/0319/tar/tar_yir_workplace.html
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Source: http://jobsinpods.wordpress.com/2008/02/11/social-media-recruiting-starfish/
Tools for Promoting Jobs and Companies
Social Media Policy
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A clear philosophy – promoting use among employees with guidelines or something that is more private and separate from the company
How are you defining social media and what do you want to achieve?
Identifying employees as being part of your company
Recommendations or referrals – think through liability
Don’t reference clients, customers or partners
Reiterate confidentiality polices in light of social media
Disciplinary action
Consult your attorney
Source: http://blogs.techrepublic.com.com/10things/?p=875
Social Media Policy links
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http://mashable.com/2009/06/02/social-media-policy-musts/ http://socialmediagovernance.com/policies.php http://www.pr-squared.com/index.php/2009/07/corporate-
social-media-policy-top-10-guidelines
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Social Media Trends to Watch• More “exclusivity” versus “inclusivity.” People will think more carefully
about what networks they want to belong too and who they want to accept or friend.
• Filters. The next Google could be whoever figures out how to filter all this information.
• Customer service and loyalty. Companies begin to use social media for customer service and customer loyalty, i.e. Best Buy’s Twelpforce.
• Geo-location comes more into play.• Social media policies become common.• Mobile web grows. With smart phones on the rise and the Ipad, mobile web
grows and becomes more pervasive and critical part of social culture. • Sharing via email becomes old school.• More measurement tools• New, hipper sites for the young ‘uns• Generational divides re: security and privacy. ID theft is the new mugger.• Increased importance re: relevance of content and focus on quality versus
quantity• The term social media goes away -- kind of like World Wide Web.
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Other Sites and Sources mediapost.com thesocialmediabible.com Mashable.com socialtimes.com thefuturebuzz.com dmwmedia.com web-strategist.com/blog http://twitter.pbworks.com/Trends-Apps http://twitter.pbworks.com/ Twittergrader.com Websitegrader.com http://blog.linkedin.com/category/success-stories/ social-media-optimization.com http://www.facebook.com/marketing www.insidefacebook.com
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Thank you for having me!
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www.twitter.com/earlegurlwww.linkedin.com/in/greenapplehttp://www.facebook.com/carey.earle