How to land a job in social media

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Presentation on how to land a job in social media at Social Media Week Berlin, #SMWBerlin. Suzanne gives tips on what students should study and what skills to have in order to excel in a career in …

Presentation on how to land a job in social media at Social Media Week Berlin, #SMWBerlin. Suzanne gives tips on what students should study and what skills to have in order to excel in a career in social media, including branding yourself, creating a blog, and connecting to others via social media websites.

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  • Good to have a goal Where I live - Americas cup?
  • Social Media Strategies at the University of Rhode Island Newport Interactive Marketers in Rhode Island. The Boston Globe and Page 1 Editor at The Patriot Ledger. Master’s Framingham State
  • Bosses Lack of experience Work ethic
  • Uri students De staff Gen x Social media books LinkedIn survey
  • Vanessa creative svs Miami Creative, savvy, tech, no training
  • Let the job find you Craigslist Plaxo LinkedIn Video resume Feedback from peers, bosses, subordinates Search for those with the same name Glassdoor
  • John cass industry is still nascent. Consider marketing, communications or PR as a core competency Social media is part of that competency. Corporate community managers are often low-paid, and don't have much influence on strategy.
  • What are your assets and how do you present them? Not just getting you, also getting your network You're willing to be accessible at any time They’ll know you more by digging into your profiles
  • Dave, new mktg want the position that they are in. Don't settle Don't take a job if you think you should be two levels higher. Find a job you can't do without, and I bet you will find a way to meet expectations.
  • Brogan Set up a professional blog Establish your experience &abilities Promote other people Go beyond your blog Network in person Go multimedia Pay it forward Ask for the job Make your intentions known
  • Alastair HubSpot Digital citizens 3. Hire for web reach content.
  • Twitter Be professional Set up a new profile Hootsuite Get a smartphone Not what are you doing, but what interests you most? Give some Tweet love Utilize Search and hashtags
  • Blog you perspective Roundup, similar to this Ask contribute Link to thought-leaders, thank them Look at Mashable, Digg for keywords
  • Blog pt 2 Embed YouTube Record your presentations Review the books you’re reading Schedule ahead Search mktg nework says everyone is expected to contribute twitter & blog
  • LinkedIn via brogan Tie it togethr How what you do/like to do would benefit your future employer Answers Slide share Quota
  • Quota, poster us, tumbler Read later drafts to Tumblr Google+
  • Having 1000 friends on Facebook" is not the same as "having social media experience Need to apply what you know to a client
  • Social media marketing LI Evans Interns Make Coffee Not Social Media Strategies They don’t know your brand / They have no vested interest ? Can they relate to your target market? They are gone before you know it
  • Jennifer Recruiter extensive training, mentoring
  • Susan net marketer No matter what your role be quick to pick up new skills
  • Chrissy Inge appropriate, what's good quality. Strategy comes w/experience.
  • Barbara mktg consultant 1.SM whole marketing picture. 2. How the target customers industry w buying decision use social media: what value do they find in it. metrics monitor and analyze what's working and what isn't.
  • Lionel Sim Director of Sales at TravelClick hotel e-commerce e-commerce tech-savvy, latest trends senior management not tech-savvy or inclined toward social media. manage up   
  • Dave web maker Only suggest what you know, don't consist traditional may still work
  • Graham Spelling and grammar
  • think of yourself as a pro Better have your house in order Platforms, reach
  • Doug social media circles in Boston, agency writing skills, quickly and creatively, courage
  • Amy digital mktr Copy and content creation, multimedia
  • Design perspective, Christine Know your languages and tech
  • Brogan Strategy Comm mngr Engagement Metric Integration Experts
  • Salina, from UX usability be an objective social curator
  • Ann marie Morton's steakhouse Sm loud mouth delivery be smarter but don't make me feel stupid
  • Marco sm pm faster than university courses can design a curriculum. Digital natives are teaching seasoned marketers Nit have managed a social media campa understanding digital rules, features and behaviours which is key.
  • but for social media you need to understand SEO, PR, writing, adopting technology and metrics. – John Cass NYC sm speaker David passion and intellectual curiosity, confidence in your creativity

Transcript

  • 1.
    • Designated Editor Speaking Series
    How get a job in Social Media to ^ Suzanne McDonald | Content & Social Strategist @Sue_DesigEditor #SMWberlinSMwork
  • 2. www.designatededitor.com 5
  • 3. suzanne’s experience www.designatededitor.com 4 6 years Page 1 Masters in Journalism & Mass Communications BA in Journalism Social Media Strategies professor
  • 4. the challenges for digital natives www.designatededitor.com 6
    • A non-native audience of colleagues/bosses
    • A lack of experience, which is natural
    • An assumption that you may not have a strong work ethic
  • 5. Let’s address those challenges www.designatededitor.com 7
    • Where does this information come from?
    • University of Rhode Island Social Media Strategies students
    • Designated Editor staff, mostly in their 20s
    • I’m a Gen X, they said similar things about us
    • Widely read Social Media books
    • LinkedIn Answers survey with 30+ respondents
  • 6. www.designatededitor.com 8 VP of Creative Services Vanessa Montes ^
    • Social Media Adviser at Nexus Marketing
    • Social Media Marketing and e-Commerce, Miami USA
    • New hires have to be
    • Creative
    • Marketing-oriented
    • Savy: mobile, web, video, design software, apps, social media
    • Great communications skills
    • And astute.
    • Expect very little training. Be ready to pick up quickly and leap.
  • 7. www.designatededitor.com 9 Find a job Jobs find you __________ Socialnomics by Erik Qualman p.225
    • Tools to use
    • Craigslist
    • Plaxo
    • LinkedIn
    • Video resume
    • Feedback from peers, bosses, subordinates
    • Search for those with the same name
    • Glassdoor
  • 8. www.designatededitor.com 10 Director of Marketing John Cass ^
    • Newlogic, Strategic R&D consulting
    • Boston USA
    • Planning a career in social media?
    • Be very careful: The industry is still nascent.
    • Consider marketing, communications or PR as a core competency
    • Social media is part of that competency. Corporate community managers are often low-paid, and don't have much influence on strategy.
  • 9. Digital natives’ advantages www.designatededitor.com 11
    • What are your assets and how do you present them?
    • Not just getting you, also getting your network
    • You're willing to be accessible at any time
    • They’ll know you more by digging into your profiles
  • 10. www.designatededitor.com 12 Senior Web Marketing Manager Dave Delage ^ Marketing Breakthroughs Ottawa, Canada I expect new hires to want the position that they are in. Don't settle for something that isn't really what you want. Don't take a job if you think you should be two levels higher. Find a job you can't do without, and I bet you will find a way to meet expectations.
  • 11. www.designatededitor.com 13 Build brand your ^
    • Make your blog your storefront
    • Set up a professional blog
    • Establish your experience &abilities
    • Promote other people
    • Go beyond your blog
    • Network in person
    • Go multimedia
    • Pay it forward
    • Ask for the job
    • Make your intentions known
    Social Media 101 by Chris Brogan p. 202
  • 12. www.designatededitor.com 14 Director Alastair McCann ^ The New Pop Melbourne, Australia I’m a fan of Dharmesh Shah in his Inbound Marketing book: 1. Hire digital citizens: people acclimitised to online. 2. Hire analytical people: marketing efforts must be analysed 3. Hire for web reach: to leverage the online influence of new hire. 4. Hire content creators: marketing online is often about content.
  • 13. tools to use to land a job www.designatededitor.com 16
      • Complete your profile
      • Be professional
      • Set up a new profile
      • Hootsuite is your friend
      • Get a smartphone
      • Not what are you doing, but what interests you most?
      • Give some Tweet love
      • Utilize Search and hashtags
  • 14. get your blog on www.designatededitor.com 20
    • S ummarize and elaborate on several posts and add your perspective
    • A sk questions and then round up the replies
    • Ask classmates and friends to contribute
    • Link to thought-leaders, thank them for sharing their insights
    • Look at Mashable, Digg, to see what you should write about
  • 15. get your blog on www.designatededitor.com 20
    •  
    • Embed YouTube
    • Record your presentations
    • Review the books you’re reading
    • Schedule ahead
    S earch engine marketing firm director : "We expect all our employees to be capable of blogging and tweeting and encourage them all to do so. In the case of blogging we actually are requiring people to post a blog post periodically." Make it multimedia
  • 16. how to structure www.designatededitor.com 21
    • Lead with what you do most now and what you want to do
    • Who you’d like to work for
    • Tie it all together: How what you do/like to do would benefit your future employer
    Social Media 101 by Chris Brogan p. 293
    • Integrate your blog & Twitter events, calendar
    • Upload to SlideShare
    • Post questions to Answers
    • Also consider Quora
  • 17. Check 'em out www.designatededitor.com 22
  • 18. social media optimizer says: www.designatededitor.com 23 Erica Friedman   "Having 1000 friends on Facebook" is not the same as "having social media experience.” Common sense in marketing would be to know the difference between an audience and a market. Common sense about how people act, react and communicate would be a huge step forward for a candidate.   They need to understand the difference between strategy and tactics and how each can be applied for a client.
  • 19. what they get www.designatededitor.com 30
    • Interns Make Coffee Not Social Media Strategies
    • They don’t know your brand / culture / perspective
    • They don’t know your ethics or philosophies
    • They have no vested interest
    • Would you let an intern plan a major PR event?
    • They know Facebook, do they know marketing?
    • Can they relate to your target market?
    • They are gone before you know it
    Social Media Marketing by Li Evans Chapter 3
  • 20. Don't expect training www.designatededitor.com 24   Jennifer Gorius Gosselin Recruiter | Social Media Trainer | Personal Branding Advisor   In my field, new hires have to hit the ground running ASAP. I think the days of extensive training, mentoring, etc. are gone.
  • 21. www.designatededitor.com 25 quick to skill up Susan Payton President, Egg Marketing & Communications: The Marketing Eggspert, Internet Marketing firm Depending on what the new hire's role is, I'd say they have to be quick to pick up new skills and take on more than their job description. For marketing, certainly a solid grasp of social media is necessary.  
  • 22. you need to know www.designatededitor.com 26 Christina Inge Digital Marketing, Measurement, Social Media Strategist Digital Marketing Manager OHO Know what's appropriate, what's good quality. Strategy, employers understand, comes w/experience.  
  • 23. you need to understand www.designatededitor.com 28 Barbara Finer Marketing consultant I want someone who understands two basic things: 1. What part SM plays in the whole marketing picture. 2. How the target customers in THIS industry who are involved in the buying decision use social media: what value do they find in it. If I get a 3rd, it's how to monitor and analyze what's working and what isn't.
  • 24. larger issues at hand www.designatededitor.com 29 Lionel Sim Director of Sales at TravelClick hotel e-commerce   I feel that new hires who want to venture into e-commerce will need to be tech-savvy, passionate and also able to decipher the latest technology trends in the market.   The problem often lies with the senior management who may not be that tech-savvy or inclined toward social media. Hence the gap between both parallels of expectations will definitely be a conflict source especially the implementation of these social media campaigns. Hence, a good leader must first have a strong base knowledge and understand how to manage expectations to effectively solve the problem.    
  • 25. it's not all about Facebook www.designatededitor.com 31 Dave Delage Senior Web Marketing Manager, Ottawa, Canada   A while back I had an intern working on ways to generate new sales for a flooring company. They suggested Facebook page, Twitter .... All really cool, very exciting ideas using cutting-edge stuff. I find most Gen Y hires coming in are very in tune with the latest technology, and are eager to apply it to any situation, without performing the due diligence... I think they need to spend more time thinking through why an idea will work. 
  • 26.   don’t overlook little things www.designatededitor.com 33 Graham Clarke founder, Dealicio.com, web service for web publishers We want people that can learn, solve problems and be responsible for what they do. Good communication skills are also important. Constantly amazed by grammar and spelling errors.
  • 27. think of yourself as a pro www.designatededitor.com 34
    • Look at the consultant’s website
    • Who is on the consultant’s team (are they influential?)
    • Is the consultant social?
    • Who are the other clients?
    • Do prior successes match up with you goals?
    • Is it a laundry list or a real strategy?
    Social Media Marketing by Li Evans Chapter 44
  • 28. become a pro www.designatededitor.com 35 We have a 6-step ABC approach for social and digital strategists: Applicable: understand the audience, brand, etc Breakthrough: create programs that stand out, and ideas that resonate with the client Cross platform: don't keep digital in a silo Discoverable: make sure the brand experience can be found and connected via social, search, mobile, on-site, etc Exchange: define the value exchange to motivate consumers Flexible: be ready to shift with consumer behavior    David Berkowitz Vice President of Emerging Media 360i digital marketing agency for Fortune 500 marketers
  • 29. tools can be taught www.designatededitor.com 36 Douglas Haslam Client Services Supervisor, Voce Communications My fear is that people will say "fluent in social media" or some such nonsense. Tools can be taught. I would look for good writing skills, the ability to work quickly and creatively, and, I know this is a vague word, courage.
  • 30. multimedia & copywriting www.designatededitor.com 37
    • Amy Rutter
    • Digital Marketing Consultant at zero G media Ltd, Brighton-based digital media agency
    •  
    • I think a new hire essentially needs to be
    • Able to be a copywriter and copyeditor
    • Adapt writing style for print/web etc.
    • Edit content of websites
    • Make and edit videos
    • Perhaps record sound for podcasts, etc.
    •  
    •  
  • 31. multi-skilled www.designatededitor.com 39
    • Expected to have multiple skillsets. For the design and marketing industry, you need to be able to bring several things to the table.
    • Knowledge of at least several different computer programs, the latest ones especially.
    • Ability to dabble in HTML, or some other web language.
    • It's constantly changing so one needs to be flexible in their thinking and adaptable to new and improved technology.
    Christine Jenkins, dubdubdub web design
  • 32. www.designatededitor.com 44
    •  
    • How you fit into the big picture
    • What a community manager does and how to measure impact
    • How the company can engage in the conversation
    • Measurement
    • How to turn posts into leads
    • 2-minute weekly reports of your activities
    • G et to know 100 peers or experts
    • How to integrate
    social media experts should know Strategic Social Media 101 by Chris Brogan p. 224-5
  • 33. qualities recruiters look for www.designatededitor.com 40 Accountable Economical Well connected Multi Lingual Self-Sufficient Well-Read Conversant Cooperative Genuine Energetic Four Arms 3 Ears Eyes in the back of their head Thick skin Iron-clad constitution      Guy Battaglia IT/Business Search & Recruitment, NYC Be the absolute best, know it, and be willing to work for less to earn it. You must be willing to accept that your input may not be as valuable but be expected to have an opinion regardless of how hard you must shape it in order to conform.
  • 34. be an objective social curator www.designatededitor.com 41   Salina Brown Experienced UX, Product and Visual Designer   A blend of being an objective social curator along with being a social consumer. I find all too often people attempting to build or distribute social utilities are not themselves social consumers.  
  • 35. be smarter but ... www.designatededitor.com 42 Be smarter than me when it comes to technology. It's a different world ... and anyone coming out of college knows the ins and outs way more than I do. Anyone 5 yrs younger than me knows 10x what I know about technology. I'm actually okay with it, you should learn something new everyday. AnnMarie Grohs Sales & Marketing Manager at Morton's The Steakhouse
  • 36. social media project manager www.designatededitor.com 43 Marcos Angelides Social Media Project Manager at MEC Interaction, international media agency network   Social media has emerged (and is continuing to evolve) faster than university courses can design a curriculum. Digital natives are teaching seasoned marketers Whether someone has managed a social media campaign for an organisation or a social group is almost irrelevant: it's the understanding of the digital rules, features and behaviours which is key.
  • 37. final thoughts www.designatededitor.com 38 Each discipline has their own set, but for social media you need to understand SEO, PR, writing , and a head for quickly adopting technology and metrics. – John Cass   A lot of it involves bringing passion and intellectual curiosity, and enough confidence in your creativity that you know you can find a way to meet the task at hand. – David Berkowitz
  • 38.
    • Designated Editor Speaking Series
    How get a job in Social Media to ^ Suzanne McDonald | Content & Social Strategist @Sue_DesigEditor #SMWberlinSMwork