Social Media for Business Customers


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A training session for workforce development that introduces how to use social media to reach the business customers

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Social Media for Business Customers

  1. 1. “The use of Social Media tools may not change your organization's underlying business principles, but it allows you to alter your existing work practices by incorporating more efficient, practical applications. Because of social media applications, it's easier than ever before to find ways to "work smarter." Sandra Hastings offers training, marketing, and management services to help you reposition your business and/or workforce system: Web site design and redesign services to update your Internet site from static to interactive and tips as well as strategies for using e-marketing to rebrand your workforce system or business to improve brand recognition and increase sales. Services to redesign your capacity building efforts to Management consultation to help you create the strategy and road map for lasting change that aligns with current trends and legislative mandates. utilize Web 2.0 tools to offer just-in-time training and to integrate tools that improve connectivity and collaboration among employees at multiple worksites to reduce capacity building costs and improve business practice efficiency. Recruitment webinars and podcasts for businesses - especially small and medium-sized businesses - to help integrate competitive recruiting practices (e.g., emerging use of social networking tools). I am energized by the infinite possibilities we have to creatively solve challenges and position for the future. And, I am eager to work with you to find customized solutions to your most pressing concerns. I am energized by the infinite possibilities we have to creatively solve challenges and position for the future. And, I am eager to work with you to find customized solutions to your most pressing concerns. Sandi Hastings Sandi Hastings Sandra Hastings 1
  2. 2. Sandra Hastings Sandra Hastings Associates Sandra Hastings 2
  3. 3. Learn and apply three concepts or ideas Sandra Hastings 3
  4. 4. Learn how to harness technology – Social Media – to improve service to businesses and expand your own career options 2 Sandra Hastings 4
  5. 5. 1. Common definitions - social media and business services 2. Social media mandate for business services 3. Use of online information and resources to expand relationships and market penetration 4. Application of social media tools 5. Questions and answers Sandra Hastings 5
  6. 6. Social media = online content created by people Content readers publishers Online connections personal relationships Source: Wikipedia, 2009. Sandra Hastings 6
  7. 7. Tools designed to encourage social interaction among users:  Web 2.0 tools build Internet relationships  Web 3.0 tools build relationships on mobile devices Social media tools are always designed to build relationships and create trust! Sandra Hastings 7
  8. 8. Business services are: 1. All services a system provides to businesses 2. Employer services – recruitment and hiring services 3. Provided by multiple partners 4. Generally limited because of staffing levels 5. Separate from – not integrated in job seeker service operations Sandra Hastings 8
  9. 9. 1. President Obama‟s administration is using social media to promote transparency & communication 2. It expands our service delivery options in a tough fiscal Environment Sandra Hastings 9
  10. 10. 3. Social media is no longer a trend, it‟s a critical strategic business mandate 80% of all businesses use social media 75% Use LinkedIn to check backgrounds 66% Use LinkedIn to recruit 4. Our business customers are online…we must respond to remain competitive Sandra Hastings 10
  11. 11. % of Social Media Tactics Used by Small Respondents Businesses (December 2009) 75% Have a company page on a social networking site (e.g., Facebook) 69% Post status updates and articles on social media site (e.g., LinkedIn) 57% Build their networks through sites like LinkedIn 54% Monitor positive/negative feedback about organization 39% Have a blog in areas of expertise 26% Tweet about areas of expertise 16% Use Twitter as customer service channel 8% Other N=89; The State of Small Business Report 2/16/10 Sandra Hastings 11
  12. 12. 5. Our competitors are using sophisticated social media strategies to communicate with businesses How do your value-added services compare? Sandra Hastings 12
  13. 13. Companies use social media to: • Have two-way communication with customers and potential customers • Share news, information, and content • Create brand awareness • Hold contests and competitions • Get to know consumers • Recruit and hire Sandra Hastings 13
  14. 14. What Are Your Resources? Do You List Them as Links on Your Web pages? You can leave ideas on the home page. Do You Ask Customers to Join Your Community? You can add your opinion about the “bold” coffee. Sandra Hastings 14
  15. 15. The North Carolina governor is a leader in the use of social media in government. Notice that this Web site has a slide show to describe the Recovery Act projects in NC. You can use PowerPoint presentations to create this effective strategy when you don’t have a lot of time or extra resources. Also see for NC’s social media tools. Sandra Hastings 15
  16. 16. We are a leading resource for „green”…what is your strategy for sharing information about green jobs, training, retraining etc.? Create and publish your green resources. Sandra Hastings 16
  17. 17. uses the community to gather information that is then used to sell their products. Sandra Hastings 17
  18. 18. Strategy Strategy Text messaging Multiple languages Blogging Videos Facebook page Podcasts & jobcasts LinkedIn page Contests News alerts Non-recruiting sites Sandra Hastings 18
  19. 19. Share Information Enhance Relationships/ & Resources Expand Market Share • Build credibility • Network online to access new customers • Demonstrate expertise • Share information with tips for how to use the materials • Provide opportunities to discuss key issues • Use testimonials to build brand and awareness • Respond to what customers are saying about your services • Use analytics to drive service options Sandra Hastings 19
  20. 20. Business connections best testimonials Businesses share files Build an interactive website for businesses to develop local contacts – local groups similar to LinkedIn or Facebook. Sandra Hastings 20
  21. 21. No social media No interaction Streaming news – regional partnerships Great Organization of information by topic Great story of impact of the WIB Sandra Hastings 21
  22. 22. Many opportunities to click through and leave information, get information, begin training, immediately contact a business services representative. Sandra Hastings 22
  23. 23.  Provide a strong avenue for broadcasting testimonials that describe how you are serving businesses  Allow you to drive more businesses to your Web site  Can easily post videos on Web site or as a link within an eBlast or eNewsletter  Are FREE service to increase your visibility  Is growing in popularity and becoming more accepted as a method for reaching constituents Sandra Hastings 23
  24. 24. ―It’s not about driving people to your website with your video, it’s how broad you can make your reach and how many people interact with your video that really matters.‖ Cynthia Francis, CEO Reality Digital 1. Post videos to your Facebook page. 2. Be active on YouTube. 3. Join live-streaming sites (Ustream). 4. Use video functions on social aggregators (Digg, Readdit, StumbleUpon). 5. Shoot your own video blog (vlogging) Sandra Hastings 24
  25. 25.  Share labor market information  Share new program and service information  Can offer free video training as an online service (short offerings) Sandra Hastings 25
  26. 26. Sandra Hastings 26
  27. 27.  Highlight the central theme  Provide a link to your Website‟s URL  Include images (  Have an RSS Feed link & provide multiple sharing options Use Internet communication basic rules:  Offer an easy “unsubscribe” option  Provide a way to change address  State your privacy policy  Have contact information including street address, phone number, website, and fax number for your organization Sandra Hastings 27
  28. 28. You can group by: Segmentation breaks your audience into groups of customers with Industry similar characteristics Hiring patterns The goal is building relationships, Size of company to know your audience‟s needs Number of yearly hires Segmenting your list will lead to Use eNewsletters to: more targeted messages with action • Invite businesses to events – taken job fairs • Promote job seekers to hiring companies If you don‟t segment, you are not • Share program updates building relationships with • Share regional successes individuals targeting specific • Offer training for companies • Survey subscribers needs and interests interests Sandra Hastings 28
  29. 29. Sandra Hastings 29
  30. 30. LinkedIn is a business-oriented social networking site for professionals to develop and maintain a list of contact details of people they know and trust in business – their ―connections.‖ LinkedIn can then be used to find jobs, people and business opportunities recommended by someone in one's contact network. Employers can list jobs and search for potential candidates. Job seekers can review the profile of hiring managers and discover which of their existing contacts can introduce them. LinkedIn also allows users to research companies where they may want to work Sandra Hastings 30
  31. 31. 1. Complete a compelling profile – individual & corporate 2. Search for contacts 3. Grow your network shamelessly 4. Grow your network strategically (e.g., make recommendations) 5. Ask for introductions Sandra Hastings 31
  32. 32. 6. Fill downtime with LinkedIn activities 7. Join groups where you’ll find your target audience 8. Act on network updates 9. Ask for introductions 10. Ask & answer questions Sandra Hastings 32
  33. 33. Some of the search options You can also link to your tweets from the Company Buzz, link to your blogs, and link to your Slideshare presentations. Sandra Hastings 33
  34. 34. Partial list of statistics to help you analyze your contact lists. Sandra Hastings 34
  35. 35. A free, online social networking site that connects people through online communities  The social media site with the largest audience  An informal network for sharing life‟s journey  1/3 of global audience is 35-39 years of age  1/4 of global audience is over 50 years of age Sandra Hastings 35
  36. 36. 1. Complete your profile to earn trust. 2. Establish a business account if you don’t already have one. 3. Adhere to the Facebook business rules for business accounts. 4. Install appropriate applications to integrate feeds from your blog and other social media accounts into your Facebook profile. 5. Separate personal and professional profiles with ―Settings.‖ Sandra Hastings 36
  37. 37. 6. Create friends lists such as ―Work,‖ ―Family‖ and ―Limited Profile‖ for finer-grained control over your profile privacy. 7. Post a professional or business casual photos of yourself to reinforce your brand. 8. Limit business contacts’ access to personal photos. 9. Post your newsletter subscription information and archives somewhere in your profile. Sandra Hastings 37
  38. 38. 1. Obtain a Facebook vanity URL to help people find you. 2. Add your Facebok URL to your email signature and all marketing collateral to help prospects learn more about you. 3. Post business updates on your wall. 4. Share useful articles and links to presentation and valuable resources that interest customers and prospects on your wall to establish credibility. 5. Combine Facebook with other social media tools like Twitter. Sandra Hastings 38
  39. 39. 6. Research prospects before meeting or contacting them. 7. Upload your contacts from your email client to find more connections. 8. Use ―Find Friends‖ for suggestions of other people you may invite to join your network. 9. Look for mutual contacts on your contacts’ friends lists. 10. Find experts in your field and invite them as a guest blogger on your blog or speaker at your event. Sandra Hastings 39
  40. 40. 11. Market your products by posting discounts and package deals. 12. Share survey or research data to gain credibility. 13. Use Facebook Connect to add social networking features to your web site. 14. Suggest friends to clients and colleagues — by helping them, you establish trust. Sandra Hastings 40
  41. 41.  Start a group or fan page for product, brand or business  Add basic information to the group or fan page  Post upcoming events  Update your group or fan page on a regular basis  Join network, industry and alumni groups related to your business.  Use search to find groups and fan pages related to your business by industry, location and career. Sandra Hastings 41
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  43. 43. Sandra Hastings
  44. 44. A service that is second only to Facebook in popularity – with individuals and businesses. Use Twitter to attract and stay connected to business customers (e.g., share new strategic documents) Use Twitter to search for job candidates when recruiting for companies Post “in-demand” and “hot jobs” on Twitter to increase the number of potential job applicants for key business clients Help small and mid-size companies create Twitter strategies Check out Sandra Hastings 44
  45. 45.  Flickr - Photo Sharing Application  Message Boards – a segment of a Web site that hosts an open discussion among users  Podcasts—Short recordings about a variety of topics that can be purchased, downloaded for free, or posted on web page  Blogs - A portion of a website (or a separate entity altogether like Twitter) in which an author posts discussion topics or information to be shared with followers  Personal Blogs = Online “Diary”  Organizational blogs = Information sharing/news updates Sandra Hastings 45
  46. 46. • Have staff present small bits of business information on podcasts (no more than five minutes is best) • Upload podcasts to all social media sites • Have management create podcasts to share updates with all workforce center staff to keep them informed about how businesses are hiring • Have management staff create training podcasts to help staff improve performance in specific areas – building skills aligned with DOL policies & recommendations Sandra Hastings 46
  47. 47. 1. Assign staff to write ―business services‖ blogs to address the most common issues that stump local area companies 2. Have businesses make blog posts (e.g., describe the skills they are looking for in job candidates) 3. Post the blogs on all computers – staff and resource room and upload the blogs to all social media sites 4. Make sure the blogs encourage comments from the audience, have a forward and share functions 5. Publish a list of business related social media blogs for staff and business customers to keep them abreast of latest information – provide blog links on your Web site Sandra Hastings 47
  48. 48. Some topics to follow include: • Economy • Economic development • Green jobs/economy • Recruiting and hiring • STEM • Educational reform • Regional collaboration Sandra Hastings 48
  49. 49. What’s your personal commitment to continuous learning? Experts say you must log 10,000 hours of learning to become a Social Media expert and maintain that status Sandra Hastings 49
  50. 50. 1. Create a list of new business services resources 2. Build social media learning into daily work (15 minutes a day) 3. Ask businesses what they want & develop toolbox of new tools & products for them 4. Coordinate with job seeker services staff and share your learning to improve job candidate preparation Sandra Hastings 50
  51. 51. Sandi Hastings Sandra Hastings Associates Contact Information: Phone: 860-643-0624 Follow my blog Become one of my LinkedIn connections and introduce me to your friends - Sandra Hastings 51