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Using Social Media Lessons for Brand Strategy

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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.

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.

Published in: Business

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  • 1. Using Social Media Learnings for Overall Brand Strategy Presented By: Michelle Spellerberg Sr. Director, Emerging Media Solutions @mspellerberg #socialc20
  • 2. CareerBuilder Three Segments
        • Employers
        • Job Seekers
        • Employees
  • 3.
    • For Job Seekers
    • For Employers
    CB Core
  • 4.
    • Vertical
    • Diversity
    • Career-Building Resources
    CB Other Want More? http://www.careerbuilder.com/socialmedia
  • 5. BE CUSTOMER CENTRIC
  • 6. What Job Seekers Want Source: 2010 Personified Social Media Survey 73% want to see jobs
  • 7. 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
  • 8.
    • 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
  • 9. Make It Easy
  • 10. Easy To Do Business With
  • 11. BE EMPOWERING
  • 12.
    • 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
  • 13. Thought Leadership
  • 14. 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
  • 15. BE INFINITE
  • 16.  
  • 17. Yeknom Inc.
  • 18.
    • 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
  • 19. Monk-e-mail www.careerbuilder.com/monk-e-mail
  • 20. Monk-e-maker
  • 21. Communication is Changing: Change With It INNOVATION PROCESS Be Infinite Be Customer Centric Be Empowering
  • 22. But Wait, There’s More!
    • Michelle Spellerberg
    • [email_address]
    • @mspellerberg
    • linkedin.com/in/michellespellerberg
    • CB Social Solutions
    • @cb_social
    • slideshare.net/cbsocial
    • flickr.com/cbsocial
    • thehiringsite.careerbuilder.com
        www.careerbuilder.com/wantme