2010 aima social media sig luncheon
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2010 aima social media sig luncheon



AiMA Social Media SIG Fall 2010 lunch presentation -

AiMA Social Media SIG Fall 2010 lunch presentation -
Best Practices in the Big 3:
Twitter, Facebook and LinkedIn



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  • This is screen shot ONE of TWO (top portion of the Career Page)[[This is a generic company. Customizable screen shots and additional collateral featuring real Career Page customers will be sent out following the product launch]]Your key recruitment messageYour featured recruitersJob postings targeted specifically to viewers based on his or her profile informationYour culture video(For Gold customers, the customer can create up to five different versions of the page, customizing all of these modules to appeal to the viewer based on his or her profile information)
  • Your ads stand-out: get noticed in LinkedIn’s streamlined and elegant environmentReach with precision: your ads find the members that match your targeting criteria, allowing you to serve a very relevant messageMaximize impressions: don’t spend money on advertising to professionals you don’t seek

2010 aima social media sig luncheon 2010 aima social media sig luncheon Presentation Transcript

  • Best Practices in the Big 3: Facebook, LinkedIn and Twitter
  • Linked-in Best Practices
    David Tuttle
  • Audience
    75M+ members
    +3M / month, 1 new member / second
    EU: 22%
    CAN: 4%
    IND: 8%
    USA: 52%
    AUS: 2%
  • Audience
    Top 5 U.S. Metro Regions
    Greater New York City Area
    Greater Los Angeles Area
    San Francisco Bay Area
    Washington D.C. Metro Area
    Greater Chicago Area
    Top 5 Non-U.S. Metro Regions
    Amsterdam Area, Netherlands
    London, United Kingdom
    Brussels Area, Belgium
    Copenhagen, Denmark
    Paris Area, France
    Top 10 Industries
    Information Technology & Services
    Computer Software
    Financial Services
    Marketing & Advertising
    Real Estate
    Education Management
    Hospital & Health Care
  • Your message dynamicallyadapts to the viewer (Gold only)
    Your featured recruiters
    Company culture video
    Job postings targeted to viewer for relevance
  • Ads
    Reach your ideal audience with precision
    Your ads stand out on LinkedIn pages
    Maximize impressions by reaching the right audience
  • Case Study: Dell
    Recruitment Insights
    • Understand software developer opinions of Dell as an employer
    • Measure change in opinions after the LinkedIn campaign
  • Dell Company Page
    Dell Alumni, Get Connected by Joining Dell
    Watch Now
    Your Workday
    at Dell
    Recruiters at Dell
    Dell Employee Spotlight
    Survey Results Influenced Ultra-Targeted Advertising Campaign
    Ad Units
    We are hiring
    We have open positions in Research, Sales, Finance
    Company page
    Featured question
  • Advertising was Followed With Direct Sourcing
    LinkedIn Partner Message from Dell
    Join Our Team!
    We have open positions in Research and Sales
  • Aware Dell’s hiring software engineers
    • Awareness of hiring increased +100%
    • Willingness to consider jobs increased +50%
    “The end goal wasn’t to hire people but to change minds regarding Dell as an employer of choice with software developers; but we received much more”
    –Dell Senior Talent Acquisition Manager
    Likelihood to consider a job at Dell
  • Facebook Best Practices
    Chad Estes
  • Why is Facebook important to my brand/company?
  • Facebook Statistics
    Facebook has more than 550 million users - 50% of its active users log in every day.
    If Facebook was a country, it would be the 3rd most populous country.
    More than 1 billion pieces of content are shared each month.
    Facebook adds 1.2 million users every day.
    Statistics, Facebook, Oct. 2010
  • Engagement Statistics
    The average Facebook user:
    • spends 55 minutes per day on Facebook
    • creates 90 pieces of content a month
    Statistics, Facebook, Oct. 2010
    Click-through rates for wall content on brands’ Facebook pages are as high as 6.49%, as compared to 0.10% for online display ads.
    Facebook’s Click-Through Rates Flourish.. for Wall Posts, Ad Age, Aug. 2009;
    “Measuring the Effectiveness of Online Advertising: Lessons Learned”, comScore, Sept. 2010
    The average Facebooker is a fan of 10 page, the bulk of which are in media/entertainment properties, causes or charities, and fashion/luxury goods.
    “Facebook and Brands” Survey, DDB, Oct. 2010
  • Why?
  • Connect and Share
  • Evolution of Content
  • Evolution of Content
  • Obligation to Consume
    Inbox Bad…
    News Feed
  • Marketing Goldmine
  • Brand Statistics
    Two thirds of comScore’s U.S. Top 100 websites have integrated with Facebook.
    Half of comScore’s Global Top 100 websites have integrated.
    1.75 million “fan” pages have been created to date.
    Statistics, Facebook, Oct. 2010
  • How should I use Facebook?
  • Key Facebook Components
    Personal Profile
    Public Profile (fan page)
  • Key Facebook Components
  • Key Facebook Components
    Open Graph Objects
  • Page Strategy
    Identify Objectives
    Create Strategy
    Build Page
    Build Fans
    Engage Fans
  • Facebook Ads
  • Internal Commitment
    Serious Business
  • Content Strategy
  • Importance of News Feed
    Wall Posts have 110x the reach of pages
    psst - that’s over 10,000% more!
  • Where do I find more resources?
  • Facebook & Industry Blogs
    On Facebook
    Industry Blogs
  • Industry events
  • Additional Resources
    Pretty much anybody
  • Twitter Best Practices
    Bianca Buckridee
  • Brand Listening
    Understand it first
    …participate in a way that is relevant and Builds your Brand
  • Strategy
    What are you going to use for???
    • Customer Support
    • Product Promotion/Sales
    • Reputation Management
    • Sharing information
  • Defining Objectives
    Example: @askSunTrust Service Channel
    • Build relationships with relevant audiences
    • Provide a low-barrier channel for clients to interact
    • Engage dissatisfied clients and help alter negative perceptions
    • Create a “human” voice for the brand
    We need…
    …to be where our consumers are.
    …listen, learn and interact with them.
    …then we need to engage them.
  • Business Uses/Basics for Social Media Virgins
    Your brand isn't what you say it is –
    it's what people tell their friends it is.
    It isn’t what they say to you.
    It’s what they say about you.
    Word of mouth
    is powerful
    Meet consumers where they are
    Humanize the brand
    At SunTrust, we use social media to:
    Build appreciation
    Build affinity & loyalty
    Extend our reach
  • SunTrust Client Service Channel Examples
    Identify Issues
    Share Information /
    Ask Questions
  • Business Basics for Social Media Virgins
    • Social Media will not save you, it’s just a piece of the pie.
    • The power of Twitter lies in your sharing, not your selling.
    • Learn the art of conversation.
    • Take time in building your social presence.
    “What's worst: my competitors knowing my plan or my employees not knowing the plan?”