Leveraging Social Media for Executive Careers

Leveraging Social Media forExecutive CareersBryan Guido Hassin, IMD MBA 2008@guido23

I am a cleantech entrepreneur withWeb technology background• Founded/led four startups– Plug-and-play office energy savings– Web environmental compliance– Digital social business card– Mobile/wireless disaster response• Educated at Rice (computer science) and IMD (business)

Social Media is a very powerfulmarketing tool for careers3• Social Media is a verypowerful marketing tool• Social Media marketing bestpractices work for careers• Specific tactics for usingLinkedIn

Social Media is a very powerfulmarketing tool – why?Low Cost /High ReturnRisks4

Social Media is a very powerfulmarketing tool – how?Social Media Marketing Best Practices• Target audiences with appropriate media• Tell a story• Be transparent, open, honest• Don’t just talk; listen• Measure, measure, measure5

You may already know the SICKcriteria for social media success• Segmented - Objectives, Customers,Applications• Implementation - Kenneth Cole #fail, Unitedguitar #fail, Nestle orangutan #fail• Critical Mass – 5,000 followers, 100active/engaged community members• Knowledge Integration - Measurement,Analysis, Action6Dr. Michael Wade, IMD

Social Media marketing successstories - Zappos7Targeting, transparency, storytellinghttp://mashable.com/2009/02/06/social-media-smartest-brands/

Social Media marketing successstories - Blendtec5x increase in sales!8http://mashable.com/2009/02/06/social-media-smartest-brands/

Social Media marketing successstories - Starbucks9Transparency, listening for brand loyaltyhttp://mashable.com/2009/02/06/social-media-smartest-brands/

Social Media marketing successstories - Comcast10Exceptional customer service from a utility??http://mashable.com/2009/02/06/social-media-smartest-brands/

Social Media marketing successstories – Old SpiceIncreased sales 107% in one month!11http://mashable.com/2010/07/27/old-spice-sales/

Social Media marketing best practiceswork for careers – why?13Low Cost /High ReturnRisks

You must take control of yourprofessional brand online• We live in a connected world; don’t try to hide• Google exposes lots of information about you• But you can control what appears at the top ofsearch results for you• Professional brand SEO:– Maintain updated, on-brand public profiles– Generate relevant, on-brand online activity14

Example: Googling me reveals myprofessional brand15BlogProfileProfileBlogProfileProfilePresentations

Social Media marketing best practiceswork for careers – how?16Social Media Marketing Best Practices• Target audiences with appropriate media• Tell a story• Be transparent, open, honest• Don’t just talk; listen• Measure, measure, measure

Social Media marketing for careers:this is not targeted!17

Social Media marketing for careers:target with appropriate media mix18PersonalNetworksProfessionalNetworksContentPublishingContentSharingMediaPublishingExampleCareer:Industry Technology Entertainment

Social Media marketing for careers:Tell a story• Paper CVs are static, boring– They are seen once and kept or [usually] discarded– This is a direct sales push marketing tool• Your online professional brand is dynamic,engaging– It tells an ongoing story of your goals, successes– People can follow, share, and even participate inyour story– This is a brand pull marketing tool19

Social Media marketing for careers:Tell a story• Use content publishing media• Use status updates on social networks20

Social Media marketing for careers:Be transparent, open, honest• Share failures as well as successes• Share vulnerabilities, fears as well as goals• It makes you more human, believable• It makes your story more engaging• People will line up to help you out!21

Social Media marketing for careers:Don’t just talk; listen• Your brand is interactive; participate incommunities and discussions– Increases your brand’s credibility– Keeps your finger on the pulse of your area– Subtly promotes your brand to target market• Research hiring managers, execs, potentialbusiness partners in advance (Toolrecommendation: rapportive)22

Social Media marketing for careers:Don’t just talk; listen• Retweet relevant articles, tweets• Comment/like/share relevant posts on socialnetworks• Join relevant groups on social networks• Tool recommendation: Quora23

Social Media marketing for careers:Measure, measure, measure• You can’t manage what you don’t measure!• Choose meaningful metrics that align withyour career objectives, for example:• Personal website/blog• Twitter Followers• LinkedIn Connections• Facebook Friends24

Social Media marketing for careers:Measure with Klout25

Social Media marketing for careers:Measure with PeerIndex26

The SICK criteria apply to your ownprofessional branding too• Segmented - Objectives, Customers,Applications• Implementation - Kenneth Cole #fail, Unitedguitar #fail, Nestle orangutan #fail• Critical Mass – 5,000 followers, 100active/engaged community members• Knowledge Integration - Measurement,Analysis, Action27Dr. Michael Wade, IMD

Social Media career marketingsuccess stories: Justin Bieber28Professional branding on YouTubeled to discovery and lucrativerecording careerRebecca Black may be a successstory too (170M YouTube views)but the jury is still out!

Social Media career marketingsuccess stories: Alec Brownstein29• Job seeker bought Google Adwords for namesof five top advertising execs• Whenever they googled themselves they sawhis ad:• He got four interviews and two job offers!

Social Media career marketingsuccess stories: Bryan Guido Hassin• Goal: establish “global cleantech entrepreneur” brand30There I am =>And there =>And there =>And there =>And there =>

Social Media career marketingsuccess stories: Bryan Guido Hassin• Result: completed a fundraising round viasocial media branding• Posted fundraising opportunity on twitter,facebook, LinkedIn• Investors were already familiar with my story=> very little selling necessary31

Social Media career marketing #failstories: Jacqueline Howett32Author gets catty on blog thatgives her a sub-par reviewCareer suicideAuthor engages in flame warswith other blog readers /commentershttp://booksandpals.blogspot.com/2011/03/greek-seaman-jacqueline-howett.html

First things first: establish a strongbrand destination with your profile34http://topdogsocialmedia.com/linkedin-marketing-infographic/

Step 2: Build up your existing network• Be selective about your relationships –Quality > Quantity35

Step 3: Ask for recommendations36

Step 4: Join targeted groups37

Step 5: Search by industry, company,geography, and more38

Step NEVER: Send default connectrequests39

Step 6: Use “Introduce Me” for bestresults40

Step 7: Use LinkedIn for MarketIntelligence41

Bonus: a new tool for graphicallydisplaying your LinkedIn profilehttp://vizualize.me/42

Bonus: a new tool for graphicallydisplaying your LinkedIn profile43http://vizify.com

Leveraging Social Media forExecutive CareersBryan Guido Hassin, IMD MBA 2008@guido23

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http://www.linkedin.com	6
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Leveraging Social Media for Executive Careers

by Bryan Hassin

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