using social media lessons for brand strategy
DESCRIPTION
CB Social's Senior Director of Emerging Media Solutions, Michelle Spellerberg, on how CareerBuilder uses what we learn from social media to support a multi-channel branding strategy.TRANSCRIPT
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Using Social Media Learnings for Overall Brand StrategyPresented By: Michelle Spellerberg Sr. Director, Emerging Media Solutions@mspellerberg
#socialc20
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Three Segments
Employers
Job Seekers
Employees
CareerBuilder
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For Job Seekers For Employers
CB Core
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Want
More?Want
More?
Vertical
Diversity
Career-Building Resources
CB Other http://www.careerbuilder.com/socialmedia
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BE CUSTOMER CENTRIC
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What Job Seekers Want
73% want
to see jobs
Source: 2010 Personified Social Media Survey
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The Social Job Seeker
55% said interacting with a company via social media gives them a stronger connection to the brand
71% expect a company to respond to questions on social media
40% are more likely to apply to a job at a company with a social media presence
Source: 2010 Personified Social Media Survey
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• Ask what your customers want
• Make it relevant
• Personalize communications
• Find your brand advocates
• Talk about yourself only
• Be bland
• Respond to only questions and negative posts
• Be afraid to have some fun
Be Customer Centric
DO DON’T
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Make It Easy
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Easy To Do Business With
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BE EMPOWERING
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• Create new content
• Form relationships with your customers
• Use your biggest brand advocates: your employees
• Share responsibilities with other departments
• Auto feed your blog to other platforms
• Give incomplete answers
• Be afraid to have some fun
Be Empowering
DO DON’T
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CB Community Builders
Community promise has helped community managers and our community
Cut down on internal questions
Have an emergency preparedness plan / hierarchy of where certain questions go
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BE INFINITE
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Yeknom Inc.
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• Bring them back for more
• Be social media agnostic
• Give them a reason to share
• Allow multiple way to personalize
• Provide dead ends
• Be self centric
• Get ahead of the technology curve
• Create it and leave it
Be Infinite
DO DON’T
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Monk-e-mail www.careerbuilder.com/monk-e-mail
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Monk-e-maker
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INNOVATION PROCESS
Be Infinite
Be Customer Centric
Be Empowering
Communication is Changing: Change With It
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But Wait, There’s More!
Michelle Spellerberg
@mspellerberg
linkedin.com/in/michellespellerberg
CB Social Solutions
@cb_social
slideshare.net/cbsocial
flickr.com/cbsocial
thehiringsite.careerbuilder.com
www.careerbuilder.com/wantme