How to use Social Media as an Employer

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Demystifying Social Media for Small Businesses

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  • Social Media is online user generated communication and content which can widen your sphere of connections and influence. Social Media is a FREE TOOL with which you can share your companies’ information with a targeted audience OR the world.
  • Social Media is online user generated communication and content which can widen your sphere of connections and influence. Social Media is a FREE TOOL with which you can share your companies’ information with a targeted audience OR the world.
  • Social Media is online user generated communication and content which can widen your sphere of connections and influence. Social Media is a FREE TOOL with which you can share your companies’ information with a targeted audience OR the world.
  • Social Media is online user generated communication and content which can widen your sphere of connections and influence. Social Media is a FREE TOOL with which you can share your companies’ information with a targeted audience OR the world.
  • Social Media is online user generated communication and content which can widen your sphere of connections and influence. Social Media is a FREE TOOL with which you can share your companies’ information with a targeted audience OR the world.
  • Key Factors Driving Social Media Movement• Desire to connect with one another• Emotional need to be heard• Quest for authenticity• Ease of use & low barriers to entryFree! Engage in communication without expenseIt’s social but it’s not in person – great for the introvertProblem solved by one person is now solved for thousandsAccess to INFO Commerce potential
  • Key Factors Driving Social Media Movement• Desire to connect with one another• Emotional need to be heard• Quest for authenticity• Ease of use & low barriers to entryFree! Engage in communication without expenseIt’s social but it’s not in person – great for the introvertProblem solved by one person is now solved for thousandsAccess to INFO Commerce potential
  • Key Factors Driving Social Media Movement• Desire to connect with one another• Emotional need to be heard• Quest for authenticity• Ease of use & low barriers to entryFree! Engage in communication without expenseIt’s social but it’s not in person – great for the introvertProblem solved by one person is now solved for thousandsAccess to INFO Commerce potential
  • Key Factors Driving Social Media Movement• Desire to connect with one another• Emotional need to be heard• Quest for authenticity• Ease of use & low barriers to entryFree! Engage in communication without expenseIt’s social but it’s not in person – great for the introvertProblem solved by one person is now solved for thousandsAccess to INFO Commerce potential
  • Key Factors Driving Social Media Movement• Desire to connect with one another• Emotional need to be heard• Quest for authenticity• Ease of use & low barriers to entryFree! Engage in communication without expenseIt’s social but it’s not in person – great for the introvertProblem solved by one person is now solved for thousandsAccess to INFO Commerce potential
  • Key Factors Driving Social Media Movement• Desire to connect with one another• Emotional need to be heard• Quest for authenticity• Ease of use & low barriers to entryFree! Engage in communication without expenseIt’s social but it’s not in person – great for the introvertProblem solved by one person is now solved for thousandsAccess to INFO Commerce potential
  • Creating these together is what makes this a social network.There are different types of social networksTell us why you are out here on the site and what you are looking for.The rules vary from site to site as well.________________Put Business Cards into boxes
  • Creating these together is what makes this a social network.There are different types of social networksTell us why you are out here on the site and what you are looking for.The rules vary from site to site as well.________________Put Business Cards into boxes
  • Optimize Your HeaderFor Google optimization you might choose to find a keyword phrase to use as your Last Name. Caveat: It means LinkedIn can’t find you.Optimize Your ContentOptimize your Updates
  • Get to know your potential clients better, start a conversation with them, find out what they want then deliver it
  • Get to know your potential clients better, start a conversation with them, find out what they want then deliver it
  • How to use Social Media as an Employer

    1. 1. Social MediaA Starting Point<br />Demystifying Social Media for your Business<br />
    2. 2. Learning Objectives<br />Definitions: Social Media and Attraction Marketing<br />Privacy? Is there any on Social Media?<br />Popular Tools: Twitter, LinkedIn, Facebook, YouTube, blogging<br />6Tips to use Social Media effectively (and what not to do)<br />© Copyright 2003-2009– Linked Into Business - All Rights Reserved<br />2<br />2<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    3. 3. What is Social Media?<br />A free tool:<br />Providing user generated content<br />3<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    4. 4. What is Social Media?<br />A free tool:<br />Providing user generated content<br />Which widens your sphere of connections and influence <br />4<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    5. 5. What is Social Media?<br />A free tool:<br />Providing user generated content<br />Which widens your sphere of connections and influence <br />Allowing you to provide, share and receive information with a targeted audience<br />5<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    6. 6. What is Social Media?<br />A free tool:<br />Providing user generated content<br />Which widens your sphere of connections and influence <br />Allowing you to provide, share and receive information with a targeted audience….OR the world<br />6<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    7. 7. What is Social Media?<br />A free tool:<br />Providing user generated content<br />Which widens your sphere of connections and influence <br />Allowing you to provide, share and receive information with a targeted audience …..OR the world<br />And allowing you to position<br /> yourself or your company as experts (SME)<br />7<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    8. 8. 8<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    9. 9. Attraction VS Push Marketing<br />3/15/11<br />© LinkedIntoBusiness 2011<br />9<br />
    10. 10. User Generated = User Regulated (Social Media Safety)<br />Attraction Marketing Demands:<br />Transparency, Integrity, Authenticity<br />10<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    11. 11. User Generated = User Regulated (Social Media Safety)<br />Attraction Marketing Demands:<br />Transparency, Integrity, Authenticity<br />Immediacy<br />11<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    12. 12. User Generated = User Regulated (Social Media Safety)<br />Attraction Marketing Demands:<br />Transparency, Integrity, Authenticity<br />Immediacy<br />Commitment<br />12<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    13. 13. User Generated = User Regulated (Social Media Safety)<br />Attraction Marketing Demands:<br />Transparency, Integrity, Authenticity<br />Immediacy<br />Commitment<br />Relationships<br />13<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    14. 14. Key Factors of the Social MediaMovement<br />Desire for connection<br />14<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    15. 15. Key Factors of the Social MediaMovement<br />Desire for connection<br />Need to be heard<br />15<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    16. 16. Key Factors of the Social MediaMovement<br />Desire for connection<br />Need to be heard<br />Quest for authenticity<br />16<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    17. 17. Key Factors of the Social MediaMovement<br />Desire for connection<br />Need to be heard<br />Quest for authenticity<br />Ease of use & low barriers to entry (Free! )<br />17<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    18. 18. Key Factors of the Social MediaMovement<br />Desire for connection<br />Need to be heard<br />Quest for authenticity<br />Ease of use & low barriers to entry (Free! )<br />Unprecedented access to information<br />18<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    19. 19. Key Factors of the Social MediaMovement<br />Desire for connection<br />Need to be heard<br />Quest for authenticity<br />Ease of use & low barriers to entry (Free! )<br />Unprecedented access to information<br />Ground Leveling Marketing potential <br />19<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    20. 20. Some Social Media Stats<br />Social Media Industry Marketing Report: www.socialmediaexaminer.com<br />65% of business are now using social media<br />56% are using social media for 6 hours or more each week, and nearly one in three invest 11 or more hours weekly.<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    21. 21. SME Findings:<br />85% use social media to generate <br />63% use SM to increasing traffic<br />56% use SM to build new business partnerships <br />Twitter, Facebook, LinkedIn and blogs were the top four social media tools used by marketers<br />A significant 81% of marketers plan on increasing their use of blogs<br />Only 14% of businesses are outsourcing any aspect of their social media marketing<br />Average age? 39<br />55% are women<br />3/15/11<br />© LinkedIntoBusiness 2011<br />21<br />
    22. 22. Still not Convinced?<br />The ROI of Social Media<br />3/15/11<br />22<br />
    23. 23. Today we’ll look at:<br />23<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    24. 24. 3/15/11<br />© LinkedIntoBusiness 2011<br />24<br />
    25. 25. Annual Income<br />$0-30K 17%<br />$30-60K 25%<br />$60-100K 28%<br />$100K + 30%<br />Age<br />3-17 18%<br />18-34 45%<br />35-49 24%<br />50+ 14%<br />Monthly Visits<br />358,190,621<br />Users<br />201,412,281<br />Gender<br />Male 45%<br />Female 55%<br />100% of Fortune 500 Companies Have Twitter Presence <br />Education<br />No College 49%<br />College 38%<br />Grad School 13%<br />3/15/11<br />© LinkedIntoBusiness 2011<br />25<br />
    26. 26. What is Twitter?<br />140 character micro-blog<br />Updater that is viewable in a lot more places<br />A giant chat room where you choose who you follow, and who follows you<br />Instant Messaging that is public, archived and searchable<br />3/15/11<br />26<br />© LinkedIntoBusiness 2011<br />
    27. 27. Who Cares?<br />The “Water-Cooler” of the 21st Century<br />3/15/11<br />© LinkedIntoBusiness 2011<br />27<br />
    28. 28. Engage with Your Community<br />It’s a conversation:<br />What are people in your industry talking about? Get into the conversation with potential clients<br />Showcase your expertise <br />Create new relationships (and advocates)<br />March 15, 2011<br />viveka@alwaysextraordinary.com<br />@linkedinexpert<br />28<br />3/15/11<br />© LinkedIntoBusiness 2011<br />28<br />
    29. 29. Twilert.com<br />Twilert keeps track of <br />all tweets that mention <br />the things you are <br />Interested in :<br />Your Industry<br />Your Company Name<br />Your Name<br />Your Product or Service<br />29<br />29<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    30. 30. Twitter Tips: Connect<br /> Twitter is a place to learn, listen and then connect with people who can offer you work or advice.<br />3/15/11<br />© LinkedIntoBusiness 2011<br />30<br />
    31. 31. Twitter Tips: Goals<br /> Be clear on what you have to offer, then be clear on your goals for using Twitter. This will keep you from wasting time!<br />3/15/11<br />© LinkedIntoBusiness 2011<br />31<br />
    32. 32. Twitter Tips: Follow Influences<br /> Find out who the influences are in your industry and see if they are on Twitter. If they are, follow them.<br />3/15/11<br />© LinkedIntoBusiness 2011<br />32<br />
    33. 33. Twitter Tips: Follow Locals<br />Use Twitter.Grader.com and LocaFollow.com to find and follow the local Influencers in your State (or your target States)<br />3/15/11<br />© LinkedIntoBusiness 2011<br />33<br />
    34. 34. Twitter Tips: Common Sense<br />Don’t Tweet anything that you would not want to see on the front page of a newspaper or wildly famous website.<br />Don’t tweet anything you wouldn’t want your Grandmother or Granddaughter to see<br />3/15/11<br />© LinkedIntoBusiness 2011<br />34<br />
    35. 35. 3/15/11<br />© LinkedIntoBusiness 2011<br />35<br />
    36. 36. Facebook Stats<br />Over 600 million active personal profiles <br />Over 100 million business pages <br />Users spend an average of 700 billion minutes a month on Facebook (More people visit Facebook than Google!)<br />3/15/11<br />© LinkedIntoBusiness 2011<br />36<br />
    37. 37. Your Clients?<br />Some FACTS you need to know:<br />Facebook’s 35-54 year old demographic segment increased 276.4% in the past 6 months<br />55+ age group showed a growth rate of 194.3%<br />Millennials use Facebook more than Email…<br />-- iStrategic Labs Statistical Report<br />3/15/11<br />© LinkedIntoBusiness 2011<br />37<br />
    38. 38. Can Facebook Help with Marketing?<br />BENEFITS:<br />Branding and Top of Mind Awareness (TOMA)<br />“Real Time” engagement with clients, employees, partners<br />List research and building<br />“Like” website integration<br />Event / Product Promotion<br />Expanded Reach<br />3/15/11<br />© LinkedIntoBusiness 2011<br />38<br />
    39. 39. Engagement:Conversations – It’s a two-way street<br />Share valuable, useful, helpful content<br />Comment and “Like” often (do unto others and the “Top News”)<br />Promote others<br />Share of yourself (Personal VS Private)<br />3/15/11<br />© LinkedIntoBusiness 2011<br />39<br />
    40. 40. Promote<br />Industry information feed (Blog/Notes)<br />Video and Photos<br />Share your products and services<br />Contests<br />Testimonials<br />Good News<br />Remember the 80/20 rule!<br />3/15/11<br />© LinkedIntoBusiness 2011<br />40<br />
    41. 41. Your Concerns Addressed<br />3/15/11<br />© LinkedIntoBusiness 2011<br />41<br />
    42. 42. How Secure is Facebook?<br />3/15/11<br />© LinkedIntoBusiness 2011<br />42<br />
    43. 43. Who Has Access to My Profile?<br />3/15/11<br />© LinkedIntoBusiness 2011<br />43<br />
    44. 44. 3/15/11<br />© LinkedIntoBusiness 2011<br />44<br />
    45. 45. 45<br />What is LinkedIn®?<br /><ul><li>Largest professional social network at 90+ M
    46. 46. A new member joins LinkedIn approximately every second, half are outside the U.S.
    47. 47. Executives from all Fortune 500 companies are LinkedIn members.</li></ul>45<br />© Copyright 2003-2009– Linked Into Business - All Rights Reserved<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    48. 48. LinkedIn Users<br /><ul><li>Average Years of Experience – 15 yrs.
    49. 49. Average Age – 41 yrs.
    50. 50. 47% are “Decision-makers”
    51. 51. Average income – 109K</li></ul>46<br />3/15/11<br />© LinkedIntoBusiness 2011<br />46<br />
    52. 52. How does LinkedIn work?<br /><ul><li>Allows for an exchange of knowledge, ideas, and opportunities with a broader network of professionals.
    53. 53. Has an unparalleled search engine (fields)</li></ul>47<br />© Copyright 2003-2009– Linked Into Business - All Rights Reserved<br />47<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    54. 54. You are a record in the database<br />The records are connected<br />The connections form a network you can use<br />3/15/11<br />© LinkedIntoBusiness 2011<br />48<br />
    55. 55. How do I use LinkedIn Best?<br /><ul><li>Make connections – you don’t know who you don’t know – who might be your next client
    56. 56. Share your knowledge (groups and answers)
    57. 57. Search for employees
    58. 58. Research clients
    59. 59. Research competitors
    60. 60. Create strategic partnerships</li></ul>3/15/11<br />© LinkedIntoBusiness 2011<br />49<br />
    61. 61. Some Specific Actions to Take<br />Know your brand – know your keywords<br />Why You? (Expertise, Industry, Niche?)<br />Connect to people you know and some<br />LIONs<br />Create Your Profile in a Word Document<br />50<br />WHY? The clearer you are on your brand, the better you represent yourself, the more employers you will attract<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    62. 62. Optimizing your Profile<br />51<br />My keywords – <br /><ul><li>My Industry
    63. 63. Job Title
    64. 64. Offers
    65. 65. Services
    66. 66. Ideal Client</li></ul>WHY? Get found to get hired.<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    67. 67. Building Relationships<br />Use “Advanced Search” for Strategic Connecting<br />LinkedIn’s Connection Tools<br />Join Groups (and reverse engineering)<br />TopLinked.com (Open Networkers Only)<br />52<br />WHY? You’re only as visible as the size of your network<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    68. 68. 53<br />“Old Fashioned” Etiquette<br /> Be Courteous<br /> Be Relevant<br /> Be Responsive<br /> Email<br />Pick up the phone<br />Help someone out!<br />WHY? Because it’s still a SOCIAL network<br />53<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    69. 69. 54<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    70. 70. YouTube<br />3/15/11<br />© LinkedIntoBusiness 2011<br />55<br />
    71. 71. How can you best use video?<br />Make your title count<br />Provide excellent content<br />Include your URL in your video<br />and in your description<br />Take advantage of video’s branding opportunities<br />(See local Rob Smith with RobAdvertising for more)<br />A great video on – using video<br />56<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    72. 72. 3/15/11<br />© LinkedIntoBusiness 2011<br />57<br />
    73. 73. An inexpensive way of creating a website<br />Increase your SEO<br />Do away with Content Management charges<br />Share dynamic and valuable information<br />Increase click thru and grow lists<br />Higher Google ratings (get found!)<br />58<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    74. 74. 59<br />EASY: Posterous.com<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    75. 75. 60<br />Best, but Trickier: Wordpress <br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    76. 76. 61<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    77. 77. Do a little bit everyday to stay in touch (can be 15 mins)<br />Keep everyone you know in the loop (email and SM)<br />Don’t count anyone out as unuseful&be open to new contacts (You don’t know who you don’t know who might be your next client.)<br />Engage your employees<br />Have a Social Media Policy<br />Have a Social Media “Style Sheet”<br />62<br />3/15/11<br />© LinkedIntoBusiness 2011<br />
    78. 78. Some Resources for You<br />Copy of this presentation: <br />http://slidesha.re/LCWCsocialmedia (Password: LCWC2011)<br />Free LinkedIn for B2B eBook: <br />http://slidesha.re/b2bebook<br />Excellent Websites for more Social Media:<br />http://LinkedIntoBusiness.com<br />http://Mashable.com<br />http://SocialMediaExaminer.com<br />http://blog.hubspot.com/<br />3/15/11<br />© LinkedIntoBusiness 2011<br />63<br />
    79. 79. Contact Me<br />Please feel free to invite me to connect: Viveka@LinkedIntoBusiness.com<br />www.linkedin.com/in/linkedinexpert<br />Tweet me @LinkedInExpert<br />Call me at: (970) 481-8916<br />Facebook me at: www.facebook.com/viveka.vonrosen<br />Check out my website: http://LinkedintoBusiness.com<br />64<br />3/15/11<br />© LinkedIntoBusiness 2011<br />

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