Branding
NOW !!!

• Static
• Centrally Managed
• Slow to Change Web 1.0
• Unidirectional
• Tech Heavy

Web 2.0
Participate
Listen
Understand
Engage

On-Demand
Personal
Engaging
Networked

Get Involved
Web 2.0\" strategies,
likens it to the JFK
saying about duty -
only in this context
it's,
\"Ask not what your
social network can
do for you, but what
you can do for it.\"

Canadians View the Most Content
Canada beats the World and has the highest amount of Average Pages Per Visitor!
Canada
United Kingdom
Germany
United States
France
Japan
Italy
Russia
0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500
Average Pages Per Visitor - Total Audience
Source: comScore Media Metrix Worldwide, Persons 15+, Average Jul.‘07 - Sep. ‘07
6

Canadians Spend the
Most Time Online
Average Hours Per Visitor Per Month
Source: comScore World Metrix, February 2008
7

Canada a leader in Social
Networking
90.00 120,000
Online Reach%
80.00 Total Unique Visitors
100,000
70.00
60.00 80,000
Total Unique Visitors (000)
% Online Reach
50.00
60,000
40.00
30.00 40,000
20.00
20,000
10.00
0.00 0
Canada UK Brazil Chile Argentina Mexico United States
Source: comScore Inc. Multi-Country December 2007,
8

Social Networking Around the World
Reach of the Worldwide Web Population
February 2008 Avg. Avg.
Unique %Reach Minutes Pages
Visitors (Web per per
Location (000) Pop.) Visitor Visitor
World-Wide 538,375 65.4 205.6 499
United States 108,248 66.4 225.4 518
United Kingdom 25,502 76.7 308.6 719
Canada 18,181 84.3 349.6 828
France 17,583 52.0 176.0 531
Germany 15,794 53.7 186.0 480
*Person 15+
Source: comScore Inc, Worldwide Feb’08, All Locations,

Fish Where the Fish Are

Know Your Audience

Web 2.0 plus

Social Networking
124 million
2–6 times/day 25 million
2x / 3 months
(2007)
225 million
The industry leader

Classifieds Today
Over 2M unique
Canadian visitors
every month
• Over 9B page views/month
• 30M unique visitors
• 9th place overall in N.A.
• Over 2M new job listings/month

Facebook Profile

LinkedIn Profile

Facebook Page

Facebook Group

People Relate to People

Nuts from the beginning

Nuts from the beginning

You Tube
yes You Tube

Why work here?
• Originally, why did you choose to work for
this company?
• What are the top 3 factors that have enabled
your success in your current position?
• What do you feel differentiates this
organization from others for whom you could
work?
• What would you tell a prospective hire to this
company?

Why Build?
• Building awareness, spreading the word
• Providing support and motivation
• Coordinating unified approach
• Involving those affected
• Help people take action
• Customizing messages
• Humanizing the issues

1 + 1 = 11
• Gotoweb20.net
• Howsocialble.com
• Because the mathematics of collaboration
is nothing less than MAGIC.

Any brand can be
charismatic
1. Differentiate
2. Collaborate
3. Innovate
4. Validate
5. Cultivate
… EVEN YOURS

~ Anytime ~
Any place ~ Any way
Brand as story tellers
Let them “talk” about you
Create empathy, understanding & openness
Use different media to touch your customer

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

Strategic vs. Creative
On one side of the gap On the other side are the
are the strategic thinkers creative thinkers
Analytical Intuitive
Verbal Physical
Numerical Visual
Logical Emotional
Linear Spatial

Hyperconnected

Texting

This is NOT advertising
• Social media marketing, requires
communicating not ADVERTISING so act
appropriately
• Targeting beyond demographics of
Facebook, you need to become part of the
community
• Listen. Learn, and be ready
to make mistakes

Cutting through the noise
• Good marketing comes from
understanding your audience
• Its easier to cut through the noise in an
uncrowded space
• The goal is to find non-obvious places to
reach your audience
• Don’t market a golf club in golf magazine,
market it at Home Depot

How do we get the
message out?

What is a your brand?

Why should
I be a part of
your brand?

• Google – 383,000
• Yahoo – 727,000
• MSN – 282,000
• LinkedIn – 9 jobs
• Facebook – 19 groups
• YouTube – 5

It’s about understanding the
progression of success
Visitor Prospect Candidate Community
Member
39

It is about THEM
• It is not about “job postings”
• It is about communicating with candidates
• It is about engaging them on their turf
• It is about becoming more transparent

Sources of Hires
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 Networking 5% - 8%

Own your presence online

Web Presence
cga-canada.org
cga-ontario.org
thinkcga.org
nameyourneed.org

Web Presence
cga.ca
cga.com
cga.org
cgajobs.org

What is your brand saying?
What are your strategies to
reach your targets –
students, employers, job
seekers?

Mark R. Thompson
w: www.mckinleysolutions.com
e: mark@mckinleysolutions.com
t: 888-769-1577 X222
www.linkedin.com/in/markrthompson
www.twitter.com/markrthompson
www.delicious.com/mark_mckinleysolutions
www.slideshare.net/markrthompson
www.flickr.com/photos/markrthompson