Social Media Straight Talk 3 24 10
- 1. Social Media Social Media Straight Talk g March 24, 2010 Don Leith – CareerBuilder.com National Account Executive Social Media Practitioner facebook.com/donleith donleith linkedin.com/in/donleith
- 2. What is my Social Media Strategy? …not a strategy, but a tool to support a… support a • Marketing Strategy Marketing Strategy • Customer Service Strategy • Knowledge Management gy Strategy • Talent Attraction & Retention Strategy • Charitable Giving Strategy
- 3. Did You Know? Did You Know? of marketing of Fortune professionals 500 use some increased sort of social social media social media media tool media tool** spend in 2009* *CareerBuilder Internal statistics, June 2009, **University of Mass., Dartmouth, Financial Institution, Inc., Dec 2008
- 4. Why are businesses getting in to Social Media? Worldwide Users in Millions 400 300 • Direct 200 100 0 • Instant Facebook MySpace LinkedIn Twitter • Expressive Social Media Users de Internet Users s 80% 70% 76% 68% 65% 64% • Easy 60% 60% 50% • Dialogue based Dialogue based tage of Worldwid 40% 30% 20% • Anytime, anywhere Percent 10% 0% 15‐24 25‐34 35‐44 45‐55 55+ Age Source: Graph 1: Facebook statistics, July 2009; MySpace and LinkedIn: comScore data, July 2009; Twitter: Mashable and comScore data, July 2009. Graph 2: Nielsen Online, 2009
- 5. The ROI of Social Media The ROI of Social Media 1. Influence 2. Traffic 3. C atte Chatter 4. Intelligence / Experience • Goals: – Source Leads/Clients/Talent Source Leads/Clients/Talent – Gather Intelligence – Build Relationships – Build and Support Your Brand and Reputation Build and Support Your Brand and Reputation – Increase Share of Voice – Drive Revenue
- 6. Building a Social Media Presence Building a Social Media Presence 1. Determine your target audience 2. Begin by listening, not acting – Listening reveals areas of opportunity and needs – Opportunities and needs define goals 3. Set obtainable goals and objectives Set obtainable goals and objectives – Goals determine where a brand should participate and monitor 4. Determine your mediums and areas of focus in terms of content – Set a content schedule 5. Participation/monitoring begin after goals and metrics are defined – Consistent participation develops engaged audiences – Connected and engaged audiences comprise a community Connected and engaged audiences comprise a community
- 7. Content Implementation Example Review Review Define post Define Develop page Get feedback employment current brand response goals/budget for each site & go live brand assets procedure Month one – M th Month 2–5 Month 6 Month 7‐ 9 Month 10 ‐ 12 implementation • Launch all • Create 90‐day • Create and add • Create 90‐day • Develop country pages country pages posting topics posting topics new tabs if new tabs if posting topics posting topics custom content custom content calendar applicable calendar if applicable • Build fan base with message • Develop • Review page • Develop • Create and add to internal to internal custom content custom content reporting and reporting and custom content custom content new tabs if new tabs if employees if applicable advertising if applicable applicable results • Add link to • Identify key • Proactively • Review page corporate site, corporate site openings to openings to • Evaluate page Evaluate page target groups target groups reporting and reporting and CB branding emphasize performance online, attract advertising against client‐ organic fans to results • Add vanity • Run Facebook defined KPIs page URLs to URLs to advertising to advertising to • Evaluate page Evaluate page country‐ grow fans • Adjust posting • Create and add performance specific strategy if new tabs if against client‐ recruitment necessary applicable defined KPIs materials Ongoing management and monitoring from launch
- 8. 11 Questions 11 Questions 1. Who’s going to g g 7. 7 What do you do if What do you do if care? you can’t engage? 2. What are you going y j 8. Are you just to give back? i b k? following the 3. Who’s going to crowd? manage? 9. What are your h 4. How often are you metrics? going to engage? 10. Are you comfortable 10 Are you comfortable 5. Where are your with it? fans? 11. Are FB, T, and LI 6. What is your goal? your best platforms?
- 14. Tell a Story with Photos Give a virtual tour of your facilities Give a virtual tour of your facilities with photos or convey the way in which your employees make a difference in patient quality of life difference in patient quality of life
- 19. Promote Career Fairs and Specific Job Openings i