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Social media Panel Laurier

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As leaders, professionals, and staff it is our job to lead the way in the proper and powerful use of social media to connect, engage and inspire tribes of followers. Mark R. Thompson suggests that we …

As leaders, professionals, and staff it is our job to lead the way in the proper and powerful use of social media to connect, engage and inspire tribes of followers. Mark R. Thompson suggests that we do not rely on IT or marketing to use social media on behalf of ourselves, that we ALL understand and engage in social media. Ignoring the use of the social media is not an option today, in fact if you are not using it you losing out of the best resource to interact an engage and grow their is out there and seen as old, not current, disengage and the list goes on.

The four key players in social media are here to stay. To be successful and excel in communication and business, we need to understand and be a part of the Facebook, LinkedIn, You Tube and Twitter communities.

Mark will provide us with a thought provoking overview presentation on how organizations are using social media effectively in the field. He will share case studies from current clients effectively using social media in the fields of health care, golf and recreation, mining, food service, hospitality and education.

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  • Brand What is it?Web 1.0 – 2.0 - 3.0Social Media Platforms LinkedIn TwitterAbout.me You Tube Visualcv.com Skype Slideshare.netFacebookflickrQuestions
  • Your Personal Branding Worksheet1. What is Your Vision?Before clearly defining your brand, look externally at the bigger picture of your vision for the world. What is your ideal vision of what the world could be?My vision is of a world where everyone does what they love, increasing happiness and creativity across the globe.2. What is Your Purpose?Now that you have an external goal, look internally: how you can you help the world realize your vision?My purpose is to connect passionate people to each other so they can collaborate on meaningful projects.3. What Are Your Values and Passions?You have to know yourself and what you want and need before you can move forward. Your belief system and operating principles determine whether an opportunity in front of you will be a good fit. If your passions aren’t met, you probably won’t be happy. What are your passions and values?My passion is helping talented people use the web to build their brand and connect to the people they need to achieve their goals.My values are simplicity (I spend time doing the things that fire me up and delegate the rest), tangible goals (I break down abstract projects into the actionable items needed to achieve them), and relationships (business is people talking to people – I never see competitors, only collaborators).4. What Are Your Goals?Project what you want to accomplish so you can create a strategic action plan to get there. What are your goals?As CEO of my newly launched company, my goals are:In one year, the will be the go-to platform to proactively manage your online reputation and build your personal brand across the web. It will be used by professionals to advance their career online, career coaches and personal branding consultants to help their clients manage their online presence, and by businesses to leverage the individual brands of their employees as marketing tools.In two years, I will co-develop the social media curriculum for a top-tier University, bolstering my credibility and positively influencing how future generations use the web.In four years, the company will merge with or be acquired by one of the key players in online career development, to offer peerless, integrated services for personal branding, online reputation management and career success.5. What Are Your Brand Attributes?What three adjectives best describe the value you offer? What words do you use to define your personality? For example: collaborative, resourceful, flexible, forward-thinking, risk-taking, connected, visionary, diplomatic, intuitive, precise, enterprising, ethical, genuine, accessible. What are your top three brand attributes?My top three brand attributes (in noun form) are:Communicator: I communicate very clearlyVisionary: I constantly envision what could beConnector: I consistently engage with new people from deep a desire to connect with everyone I meethttp://socialmediatoday.com/SMC/182243?utm_source=feedburner&utm_medium=email&utm_campaign=Social+Media+Today+%28all+posts%29
  • Would you add any steps or comments along the way?Your Personal Branding Worksheet6. What Are Your Core Strengths?In what functions and responsibilities do you excel? What things are you the designated “go-to” person for? What would your company have a hard time replacing if you left suddenly? Examples: identifying problems, seeing the details, leading, delegating, performing analysis, fact finding, crunching numbers, anticipating risk, motivating, mentoring, innovating, managing conflict, writing, listening, communicating.I excel at communicating actionable next steps to achieve a grander vision; I also excel at attracting the right people to collaborate on meaningful projects. 7. How Do Other People Describe You?The true measure of your brand is the reputation others hold of you in their hearts and minds. Notice how they introduce you to others. Ask them what your top brand attributes and core strengths are. How does your self-assessment jibe with their feedback?People describe me as: driven, self-aware, creative, down to earth, musical and magnetic.8. What Are Your Weaknesses?Don’t dwell on your weak points, but keep them in mind so that you don’t move into a position where that function is the main thrust of the job. What are your weaknesses?My weakness is perfectionism. I spend a lot of time making sure things sound exactly right. Sometimes, too much time.9. Who Is Your Target Audience?Determine where you want to fit in (industry and niche area of expertise). Learn what decision makers in that field are looking for when they’re vetting candidates. Find out where those decision makers hang out and what key words will attract them, and then position yourself in front of them to capture their attention.My company’s target audience is passionate people with a clearvision of their future and the drive to get there, but no idea how to tap their network or the web to do it.10. What Differentiates You From Your Competition?Determine why decision makers should choose whatever you’re offering over the others offering similar value. What makes you the best choice? What makes you a good investment? What value will you bring that no one else will?What differentiates me is my ability to imagine what is possible, then attract the people who should be working together to get it done.Was this exercise helpful for you? What was the hardest part? Would you add any steps or comments along the way? Leave your thoughts below!http://socialmediatoday.com/SMC/182243?utm_source=feedburner&utm_medium=email&utm_campaign=Social+Media+Today+%28all+posts%29
  • 10 Questions to Develop Your Brand So much of our time is spent finding the answers, but to find those answers how often do you spend asking yourself the right question?Can you explain in less than 15 seconds what value your brand provides the world?Can you explain in less than a minute your vision for your brand?What are your 3 biggest challenges and what are you doing about them?What are the 3 biggest opportunities and how are you planning to exploit them?Do you spend time each week on your own development?http://theengagingbrand.typepad.com/the_engaging_brand_/2010/01/10-questions-to-develop-your-brand.html
  • 10 Questions to Develop Your Brand So much of our time is spent finding the answers, but to find those answers how often do you spend asking yourself the right question? Would you follow your blog?Would you follow your tweets?Are they representative of the brand personality you are trying to portray?When was the last time you ordered secretly from your company - and were you wowed! (company branding question)What three words would a new customer and an existing customer use to describe your company/service? (company branding question)http://theengagingbrand.typepad.com/the_engaging_brand_/2010/01/10-questions-to-develop-your-brand.html
  • Transition or Title Slide
  • Case Studies – Using the STAR MethodResume – Printable in PDFProfessional Bio – 1 pagerSocial Media Connections – use the logosPublications – link to them
  • Top 3 trends relate to social media networks, branding and passive candidates1 – Utilizing social and professional networks2 – Upgrading employment branding3 – Finding better ways to source passive candidates (recent survey) a – 39 % companies do not focus on passive candidates much or at all, compared to the US with on 23% b – And only 10% focus on it very much
  • Five Free Tools for Personal Reputation ManagementSo what is “reputation management”? Reputation management means tracking your personal brand both online and offline and reacting when necessary. A lot of people think that personal branding is synonymous with reputation management, but I like to position it as routine maintenance, after you’ve already established yourself.  On the web, reputation management means monitoring and potentially interacting with sites and users that have cited your brand name. Offline, reputation management means assessing the success or failure of your brand by seeking feedback from your network.Reputation management is mandatory these days for career development and personal brand management. The general public is generating content like crazy. 1.    Google - Google.com/alertsGoogle Alerts are email updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic. You can subscribe through email and RSS readers.  PR agencies often use alerts to track their campaigns.  You can monitor a news story, keep current with your industry and competitors, and see who is writing about you.If you have a blog, then you have to be on Technorati, which is the largest blog search engine in the world.  Technorati tracks “blog reactions” or blogs that link to yours, upon registration.  Search for your name on Technorati and subscribe to RSS alerts. Then when someone blogs about you, you’ll be notified.2.    Blog posts – Technorati.com If you have a blog, then you have to be on Technorati, which is the largest blog search engine in the world.  Technorati tracks “blog reactions” or blogs that link to yours, upon registration.  Search for your name on Technorati and subscribe to RSS alerts. Then when someone blogs about you, you’ll be notified.3.    Blog comments – backtype.comRecently, a new service came out to solve the problem of how to monitor blog comments.  Think about it: If you’re only tracking posts, not comments, you could really be missing out on a lot of chatter about your brand. BackType is a service that lets you find, follow, and share comments from across the web. Whenever you write a comment with a link to your website, BackType attributes it to you. 4.    Discussion boards - boardtracker.comDiscussion boards are yet another channel where people can gather in a community and talk about YOU.  Most people disregard discussion boards until they see other sites commenting on information they viewed on them.  Use boardtracker.com to get instant alerts from threads citing your name.5.    Twitter – search.twitter.comTwitter messages (tweets) move at the speed of light and if you don’t catch them, they’ll spread like a virus.  Using Twitter search you can locate any instances of your name and either tweet back or remain silent.  All five of these free tools can be used to monitor your company’s brand name as well.  If you aren’t taking care of your online reputation, others will.  It’s time to find out what people are saying and do something about it. http://nevereatalone.typepad.com/blog/ - By Dan Schawbel
  • The Art of Listening Learning and Sharing1 of 3 employers rejected candidates based on something they found about them online14.4 million people have used social media as their prime source to find their last job in 2011Over 2000 people on LinkedIn have the same name as the FBI’s most wanted list24% of managers found “fit & personality” from a social media profile92% of hiring managers in 2010 used to recruit via social media 86% use LinkedIn 60% use Facebook 50% use Twitter89% of companies will use social media networks for recruiting in 2011 (up 6% from 2010)86% of employers say candidates should make their profiles more employer-friendly79% of hiring managers & job recruiters review applicants’ online info65% of companies have successfully hired via social media56% of HR professionals use networking websites to source potential candidates
  • Employment Website 21% - 55%Referrals 19 % - 28%General Job Boards 11% - 15%Search Firms 8% - 10%Campus Recruiting 2% - 8%Other 6%Niche Job Boards 6% - 12%
  • Social networkA social network is a social structure made of nodes which are generally individuals or organizations. It indicates the ways in which they are connected through various social familiarities ranging from casual acquaintance to close familial bonds. Social networking also refers to a category of Internet applications to help connect friends, business partners, or other individuals together using a variety of tools; these applications, known as online social networks.New numbers were posted in the Globe and Mail citing their source as www.ComScore.com17 Millions Canadians in facebook (1 in 2). This is a huge jump since March when it was close to 1-3.4.5 million Canadians in MySpace14.5  million Canadians upload vidoes from YouTube at least once a month.3.6 million Canadians upload photos from Flickr.comThese are numbers that can really get somone's attention.Online social networks, such as Friendster, LinkedIn, and Spoke, have rapidly acquired millions of users and assist them in forming new social or business contacts through those they already have. These existing contacts are either entered manually or gathered automatically, e.g., from email, instant messaging, and the web of trust for decentralized cryptographic keys.Online networks allow people to explicitly articulate their social network, present themselves through a Profile (interests and demographics), post public testimonials about one another, browse a network of people, and establish themselves as subject matter experts with features and answers from LinkedIn. Like any network, the environment must be managed in order to gain the greatest value. LinkedIn now boasts 10 million members and is adding 120,000 per week. Along with many other online networking sites, LinkedIn provides you the ability to crate, manage, and own your online identity.Never turn down a connection, their address book may prove very useful! The goal is to connect with as many people as possible.
  • Social networkA social network is a social structure made of nodes which are generally individuals or organizations. It indicates the ways in which they are connected through various social familiarities ranging from casual acquaintance to close familial bonds. Social networking also refers to a category of Internet applications to help connect friends, business partners, or other individuals together using a variety of tools; these applications, known as online social networks.New numbers were posted in the Globe and Mail citing their source as www.ComScore.com17 Millions Canadians in facebook (1 in 2). This is a huge jump since March when it was close to 1-3.4.5 million Canadians in MySpace14.5  million Canadians upload vidoes from YouTube at least once a month.3.6 million Canadians upload photos from Flickr.comThese are numbers that can really get somone's attention.
  • Facebook– 800 +million active users, 5 more hours on the site, 7:46 hours per month avgTwitter - 190 million active users, 65 million tweets per day, 20 billionth post made this monthGoogle + - 49 million users, 55% growth in the fall, this will help Google ranking, affluent groupLinkedIn - 120 million membersYou Tube– Every minute users upload 20 hours of video. Streams 100 million videos daily. #2 Search Engine.Flickr- LinkedIn - 2 million join every month, about 1 new sign up per secondFacebook - Over 65 billion page views per monthFacebook - 1 in 2 visit Canadian are on FacebookYou Tube - Every Minute 10 hours of video is uploaded to You TubeYou Tube - Half of all You Tube users go to You Tube at least weeklyYou Tube - Half of You Tube Users will share video videos with friends and colleaguesYou Tube - More content is uploaded to YouTube in 2 months than have been aired on ABC, NBC, and CBS since 1948Twitter - ¼ of internet user update share their status onlineTwitter - Over 140m tweets per monthTwitter - 460k accounts created per dayTwitter - 51% of active Twitter users follow companies, brands or products on social networks
  • More than 14 million photos uploaded dailyMore than 6 million active users of groups
  • It took 3 years, 2 months and 1 day from the first Tweet to get to the billionth Tweet. In a given week, users send a billion Tweets. Users are now sending 140 million Tweets, on average, per day, up from 50 million Tweets sent per day, a year ago. The all-time high in terms of Tweets sent per day was 177 million sent on March 11, 2011.
  • SlideShare is the world's largest community for sharing presentations. With 55 million monthly visitors and 120 million pageviews, it is amongst the most visited 200 websites in the world. Besides presentations, SlideShare also supports documents, PDFs, videos and webinars.Some points of note: SlideShare was recently voted amongst the World's Top 10 tools for education & elearning.Skype has also become popular for its additional features which include instant messaging, file transfer, and videoconferencing. Skype has 663 million registered users as of September 2011.About.me gives users a new way to share information about themselves online. Today, there are so many places a user can post information about themselves, from websites to social networks and forums. About.me is a tool that can help users gain better control over all of these profiles by connecting them to a single landing page all about them. Users can customize their page and include links to their various profiles and other fingerprints left all over the web. That way, when sharing information about themselves, the user can simply direct an interested party to their About.me page and let the links do the rest!A lot of us have multiple online profiles scattered across various services, including Facebook, LinkedIn, Flickr, and Twitter. And one problem we face is pulling all of this information together to build a single on-line identity — be it for personal use, or to create a professional on-line profile. Tumblr lets you effortlessly share anything. Post text, photos, quotes, links, music, and videos, from your browser, phone, desktop, email, or wherever you happen to be. You can customize everything, from colors, to your theme's HTML. What is Tumblr?Millions of people sharing the things they do, find, love, think, or create. How are people using Tumblr?The average Tumblr user creates 14 original posts each month, and reblogs 3. Half of those posts are photos. The rest are split between text, links, quotes, music, and video. CraigsList - The service was founded in 1995. As of September 2007, Craigslist had established itself in approximately 450 cities in 50 countries. As of 2007, Craigslist operates with a staff of 24 people.Craigslist - The site serves over nine billion page views per month, putting it in 56th place overall among web sites world wide, ninth place overall among web sites in the United States (Jan-2008), to over 30 million unique visitors. With over thirty million new classified advertisements each month, Craigslist is the leading classifieds service in any medium. The site receives over two million new job listings each month, making it one of the top job boards in the world.Kijiji - Online classifieds continue to rise in popularity: Canadians now 50% more likely to visit online classifieds than Americans - Kijiji leads category with 1.5 million Canadian visitors in September. Seven million Canadians visited a classifieds website in September (2006), up 57 per cent from a year earlier, and one-third of online Canadians visit a classifieds website every month.
  • The choice of the trademark over the conventional term branding is by design. Information workers think of themselves as members of a trade. A trade is a long term process where skills, competencies, and experiences come together to create subject matter expertise. The new world of business is built around ambiguity, collaboration, networks, distributed leadership, loosely coupled processes, and a dispersed workforce. For many in the industry, the transformation has been overnight and the majority of us are not prepared to handle a world without hierarchal structures. The trademark is a physical representation of who you are as opposed to the concepts of branding which are more metaphysical.Generally speaking, information workers are more receptive to the hard elements of a trademark versus the emotional elements of a brand which has roots in sales and marketing. Historically, trademarks have been associated with professions like the pharmacist’s mortar and pestle, the anvil for the blacksmith, the red and white pole for a barber or the wooden Indian statue for tobacco stores. Volunteer Efforts Degrees and Education Classes Roles and Responsibilities Press Releases Patents and Trademarks Past Positions Professional Affiliations Programs and Projects Consulting Industry Awards and Designated Honors Certifications

Transcript

  • 1. Social Media NOT a fad it’s a REALITY Communities and conversation ! 1
  • 2. Ideas Brand Transition to Web 2.0 plusThe Big 4.5 + Tools/Platforms Other Tools/Platforms Case Studies 2
  • 3. Social MediaDescribes the online tools that peopleuse to share content, profiles, opinions,insights, experiences, perspectives andmedia itself, thus facilitatingconversations and interaction onlinebetween groups of people. - Brian Solis, author 3
  • 4. 4
  • 5. Brand•Brand is not a logo•Brand is not an identity•Brand is not a product A brand is a person’s gut feeling about a product, service, or organization 5
  • 6. Your Branding Worksheet1. What is Your Vision?2. What is Your Purpose?3. What Are Your Values and Passions?4. What Are Your Goals?5. What Are Your Brand Attributes?
  • 7. Your Personal Branding Worksheet6. What are your are Strengths?7. How Do Other People Describe You?8. What are your Weaknesses?9. Who Is Your Target Audience?10.What Differentiates You From Your Competition?
  • 8. 10 Questions to Develop Your Brand1. Can you explain in less than 15 seconds what value your brand provides the world?2. Can you explain in less than a minute your vision for your brand?3. What are your 3 biggest challenges and what are you doing about them?4. What are the 3 biggest opportunities and how are you planning to exploit them?5. Do you spend time each week on your own
  • 9. 10 Questions to Develop Your Brand6. Would you follow your blog?7. Would you follow your tweets?8. Are they representative of the brand personality you are trying to portray?9. When was the last time you ordered secretly from your company - and were you wowed!10.What three words would a new customer and an existing customer use to describe your company?
  • 10. What is your brand?What is your brand saying?Why should their brand be a part of your brand? 10
  • 11. Why shouldI be a part of your conversation?
  • 12. • Static• Centrally Managed• Slow to Change Web 1.0• Unidirectional• Tech Heavy 12
  • 13. Web 2.0 ListenParticipateUnderstand Engage 14
  • 14. Credible WebPresence 15
  • 15. What isrelevant? 16
  • 16. On-Demand Personal EngagingNetworked 17
  • 17. Own your presence online 18
  • 18. Social Media Recruitment Funnel Feeding a Talent Pipeline Linked to Traditional Methods Passive and active jobseekers funneled and connected into to the your community companyabc.com/employment 19
  • 19. Reputation ManagementContent that is created on one website can travel to others and people can comment on you instantaneously. Do you know what people are saying about you? • Google - Google.com/alerts • Blog posts – Technorati.com • Blog comments – backtype.com • Discussion boards - boardtracker.com • Twitter – search.twitter.com
  • 20. 21
  • 21. Sources of HiresEmployment Website 21% - 55% Referrals 19 % - 28%General Job Boards 11% - 15% Search Firms 8% - 10% Campus Recruiting 2% - 8% Other 6% Niche Job Boards 6% - 12% Social Networking 5% - 8% 22
  • 22. 23
  • 23. Job “Board” Transition 24
  • 24. Relationship Recruitment 25
  • 25. Get InvolvedWeb 2.0" strategies, likens it to the JFK saying about duty - only in this context its, "Ask not what your social network can do for you, but what you can do for it." 26
  • 26. Social Rules 1. Know why you are there or want to be 2. Have a strategy and optimize your work 3. Publish Sticky Stuff or Parish 4. Socialize on the right platforms 5. Engage 6. Have FUN !!! 27
  • 27. POST Method People Objective Strategy Technology
  • 28. Social Media Platforms 29
  • 29. Adoption 800+ million active users 190 million active users 150 million membersIf Facebook were a country, it would be the 4th largest. 30
  • 30. The BIG 4.5 + Platforms 31
  • 31. LinkedIn Statistics• 2 million join every month, about 1 new sign up per second• Average age – 41• Average Household income $110,000• 64% Male• 95% college educated 32
  • 32. Facebook Statistics• 57% Household Income above 60K• 54% have a college degree or more• 6th most traffic site in the USA• Over 65 billion page views per month• 1 in 2 visit Canadian are on Facebook• Average books user visit 4 – 6 times/day 33
  • 33. You Tube Statistics• Every Minute 10 hours of video is uploaded to You Tube• Half of all You Tube users go to You Tube at least weekly• Half of You Tube Users will share video videos with friends and colleagues• More content is uploaded to YouTube in 2 months than have been aired on ABC, NBC, and CBS since 1948 34
  • 34. Twitter• ¼ of internet user update share their status online• Over 140m tweets per month• 460k accounts created per day• 51% of active Twitter users follow companies, brands or products on social networks 35
  • 35. Additional Platforms 36
  • 36. Classifieds Today Over 3M unique Canadian visitors every month • Over 9B page views/month • 30M unique visitors • 9th place overall in N.A. • Over 3M new job listings/month 37
  • 37. Nuts from the beginning 38
  • 38. Nuts from the beginning 39
  • 39. Social Rules 1. Know why you are there or want to be 2. Have a strategy and optimize your work 3. Publish Sticky Stuff or Parish 4. Socialize on the right platforms 5. Engage 6. Make it networked 41
  • 40. Own it! Your name is your brand 42
  • 41. The answer = vanity search SEOWhat do people see when they Google “Your Name”? 43
  • 42. Strategies for owning it• Determine your keyword your name, nick name, short name, married name, which do you need to own?• Buy your domain and a build simple website or blog• Create social media profiles using your keyword name• Blog positioning your credibility, personality or expertise/thought leadership• Twitter• Comments, ratings, review (using your keyword name, no alias) 44
  • 43. Monitor your brand, your name • Set up Google alerts • Monitor Twitter mentions 45
  • 44. Integrating social to your brandInclude in your contact info: – You.com website url – Blog url – LinkedIn url – Attach a copy LinkedIn of your recommendations – Any other social profiles used for business (Twitter) And be prepared to be Googled… 46
  • 45. What is your Superpower !Step 1 - STOP being Canadian &TELL the world your superpower!Step 2 – Used the power of social media to get you message out! 47
  • 46. How do you get the message out? 48
  • 47. 49
  • 48. Mark R. Thompson w: www.mckinleysolutions.com e: mark@mckinleysolutions.com t: 888-769-1577 X222 www.linkedin.com/in/markrthompson www.twitter.com/mckinlysolns www.slideshare.net/mckinleysolutionswww.flickr.com/photos/mckinleysolutions 50
  • 49. 51
  • 50. 52