The Social Web:
More Than “What’s For Dinner”
11.3.09

What’s on the docket?
 Introduction
 From your vantage point
 From the employers perspective
 Developing your social strategy
 Reminders

Introduction
Who
 Just a dad, moonlighting as a PR
exec, photographer and civilian
journalist
 17 years experience
Me? – 8 yrs with agencies
– 6 yrs marketing mgmt/biz dev
– 3 yrs as a journalist
Blogs:  Clients: Keurig, Wells Fargo, Best
donMARTELLI [dot com] Doctors, Biogen, The Dimock
Blogcritics Center, YMCA of Greater Boston
Every Other Thursday and more
Technorati
Twitter: @bigguyd  Good Will Hunting Connections
 Degree in Journalism, NU

From your vantage point

People are…
 …listening
 …following
 …voting
 …friending
 …watching
 …talking

The numbers don’t lie
 300 million active users as of (Oct 09)
– Age 30s, 40s, 50s fastest growing segments
 130 million members (May 09)
 30 million members (May 09)
 50 million members (Sept 09)
 40 million members (09)
 84.8 million viewers watched 4.3 billion
videos (50.4 videos per viewer) (Mar 08)

The conversation prism
By Brian Solis of PR 2.0. - http://www.briansolis.com/2008/08/introducing-conversation-prism.html

From the employers side

What do HR professionals use social for?
Source, Jobvites Inc, 2009

Where’s the money being spent on candidate attraction?
Likely to spend more in FY10 Likely to spend less in FY10
Source, Jobvites Inc, 2009

Has your organization hired an applicant through social media?
Source, Jobvites Inc, 2009

Why Are They Using The Social Web?
1. Easier to locate talent
2. More honest data as profiles are
essentially peer reviewed
3. Easier to leverage your network
to locate and reach talent
4. Relationship context helps build
a trusted communication
environment
5. Can do better reference
checking
Source: onrec.com

What does it all mean?

Before and After
Prior to 2005 2009 and beyond
 Present yourself well in  Manage your online profile
applications and carefully
interviews
 Maintain consistency of
 Present yourself in a good your brand
light to potential
employers  Does a Google search
make you seem
 Look, act and sound as if employable?
you would be a good
employee  Utilize your online and
offline networks
 Utilize your network well

Developing your personal brand

Building your strategic social roadmap
1. Assess digital footprint
2. Identify expectations
3. Define your plan
4. Create your brand
5. Implement your plan
6. Assess your results
7. Tweak your plan

1. Assess your digital footprint
you

2. Identify your expectations
 Increase exposure
 Build brand awareness
 Increase traffic
 Increase connections
 Increase opportunities

3. Define your plan
 Determine your POV
 Select your tools
– LinkedIn
– Blogs
– Facebook
– Twitter
 Determine a schedule of
regular activities
 Set goals

4. Create your brand
Things to consider:
 Your personality
 Your P.O.V.
 Your uniqueness

5. Implement your plan
 Commit to
engagement at a
certain frequency
for a given period
of time
 Put these into
your daily
schedule

6. Assess your results
In 30-60 days:
 Google yourself again
 Google your key words
 Get updates on your
friends, followers, fans,
connections and visitors
 Assess your career
potential visibility
 Assess your career
growth, clients and
revenue

7. Tweak your plan
 Evaluate your
results and adjust
 Continue doing
those things that
have proven most
effective

A few good reminders

Best practices to keep out of trouble
 Be authentic, be yourself
 Cocktail party consciousness
 Be thoughtful about what you put in
writing
 Put party pictures in private groups
 Never assume anything is private
 Be aware of who you allow into your
networks
 Be diplomatic in engaging with others

Owning your digital footprint
 Determine your keywords, your
name, nick name, short name,
married name, which do you want to
own?
 Buy your domain and a build simple
2.0
website or blog
 Create social media profiles using
keywords
 Blog positioning your credibility,
personality or expertise/thought
leadership
 Twitter, Facebook, LinkedIn, etc.
 Comments, ratings, review (using
your keyword name)

Integrate social to your resume
Include 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…

Questions???