Building Your Follower Ecosystem
 

Building Your Follower Ecosystem

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Discover the value of building your follower ecosystem and 5 actionable steps you can do today to point you in the right direction.

Discover the value of building your follower ecosystem and 5 actionable steps you can do today to point you in the right direction.

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Building Your Follower Ecosystem Building Your Follower Ecosystem Presentation Transcript

  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Building Your Follower Ecosystem & What This Means For You @alexCharraudeau: Media Solutions Consultant
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Alex Charraudeau  Ex-recruiter  7 years as a recruitment marketing guy  Web design, development, brand strategy, search marketing, email marketing, social media strategy  At LinkedIn I help recruiters get the most out of LinkedIn LinkedIn @alexCharraudeau Google+
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Agenda  What is the Value of Followers?  How to get Followers  What to do with Followers  5 things you can do today
  • Build Recruit 1 3 Build your brand, your platform and talent pools Pick up leads, make placement and hire staff
  • Build Engage Recruit 1 2 3 Build your brand, your platform and talent pools Demonstrate why they should do business with you Pick up leads, make placement and hire staff
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. The Value of Followers
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 7 Stay top of mind 88% of members would follow a company
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 8 Generate preference for your business 78% of company followers are more likely to respond to an InMail
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 9 Get people to do something by sharing jobs / conversion points 71% of members will follow a company for jobs
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 10 Followers are sustainable 64% of followers would follow companies indefinitely
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 11 “When I hear people debate the ROI of social media it makes me remember why so many business fail. Most businesses are not playing the marathon. They're playing the sprint.” - Gary Vaynerchuk -
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Psychology of Following 12
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 13 The Psychology Why we Follow…
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.  Fear of missing out – Fear of missing out (or FOMO) is a form of social anxiety. This is especially associated with modern technologies such as mobile phones and social networking services  Social proof – Social proof is where people assume the actions of others in an attempt to reflect correct behavior for a given situation  Bandwagon effect / Cultural phenomenon – The bandwagon effect is where the rate of uptake of beliefs, ideas and trends increases the more that they have already been adopted by others 14 The Psychology Why we Follow…
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. The Psychology – Fear of missing out  Why should they Follow you?  What are you delivering that will improve their life?  How can you influence and improve someone’s career?  What opportunities are you opening someone up to? 15 Opportunity
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. The Psychology – Fear of missing out – Opportunity  Outside Recruitment 16  In recruitment
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. The Psychology – Social Proof  Who else is following?  How many followers do you have? 17 Numbers
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. The Psychology – Social Proof – Numbers  Outside Recruitment 18  In recruitment
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. The Psychology – Bandwagon effect / Cultural phenomenon  How long do you have before people loose interest?  Have they already started following all of your competitors? 19 Speed
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. The Psychology – Cultural phenomenon – Speed  Outside Recruitment 20  In recruitment
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Why you would Follow a company – Facebook 49% Support the brand I like 21 42% Get a coupon or discount 41% Receive regular updates 35% Participate in contests 31% Share my personal experiences
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Why you would Follow a company – Twitter 22 52% Special offers 44% New products / services 51% News on the brand 38% I am a current customer 55% I like the brand
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 23
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Followers on LinkedIn 24 71% Following companies for jobs 68% News and Insights 61% Projects and iniativies 88% Would follow a company
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. How To Get Followers 25
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 26 Generate Followers through word-of-mouth
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 27 Get Followers through being interesting
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 28 Advertising across LinkedIn to your target audience
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 29 Employee Profile Advertising
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 30 Follow on Company Pages
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 31 Follow on Jobs
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 32 Follow Us on the website www.developer.linkedin.com
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 33 Follow Us on Email
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.  By using a combination of free technics, jobs and employee profile advertising this company sustained a higher level of Follower growth.  The spike in March & April was due to a short burst of Follower advertising. 34 What does success look like? Graph of Follower Growth over time
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. What to do with Followers 35
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. Talent Landscape 36 0% 20% 40% 60% 80% 100% Active Passive
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 0% 20% 40% 60% 80% 100% Active The content you produce should match the market Passive
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.  Job related content  Interview tips  Jobs! 38 Create content for both active and passive people Active Content Passive Content  Industry content  News  Projects  Events  Market mapping  Salary surveys  Career advice  Entertainment
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 39 “Leaders don't create followers, they create more leaders.” - Tom Peters -
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. A member’s journey 40 Awareness Consideration Preference Conversion Advocacy 60% of the decision is made before contact with a sales person Social media has made this easy than ever before
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 41 The Content Marketing Masterclass For more information find slides here: http://www.slideshare.net/LinkedInRecruitmentFirms/content- marketing-masterclass-35829911 What content is your target interested in? “Do not address your readers as though you are addressing a stadium. When people read your copy, they are alone. Pretend you are writing to each one of them a letter.” IT professionals IT professionals in banking Senior IT professionals in banking Senior IT professionals in banking working at HSBC 0% 50% 100%
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 5 Things To Do Today 42
  • #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 5 Things to Do Today 1. Figure out why people should follow you 2. Communicate the benefits of following you 3. Add a Follow Us button on your website and email signature 4. Advertise to your target audience 5. Analyse, review, improve