Leveraging Social Media for Executive Careers

Leveraging Social Media for Executive Careers
Bryan Guido Hassin, IMD MBA 2008
@guido23

I am a greentech exec/entrepreneur with Web media 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 powerful marketing tool for careers
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Social Media is a very powerful marketing tool – why?
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Success Story
Epic #fails

Social Media is a very powerful marketing 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, measure
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You may already know the SICK criteria for social media success
Segmented - Objectives, Customers, Applications
Implementation - Kenneth Cole #fail, United guitar #fail, Nestle orangutan #fail
Critical Mass – 5,000 followers, 100 active/engaged community members
Knowledge Integration - Measurement, Analysis, Action
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Dr. Michael Wade, IMD

Social Media marketing success stories - Zappos
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Targeting, transparency, storytelling
http://mashable.com/2009/02/06/social-media-smartest-brands/

Social Media marketing success stories - Blendtec
5x increase in sales!
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Social Media marketing success stories - Starbucks
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Transparency, listening for brand loyalty

Social Media marketing success stories - Comcast
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Exceptional customer service from a utility??

Social Media marketing success stories – Old Spice
Increased sales 107% in one month!
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http://mashable.com/2010/07/27/old-spice-sales/

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Social Media marketing best practices work for careers – why?
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Off-brand pic on facebook: me as He-Man!
My online brand: Global Greentech Exec

You must take control of your professional 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 of search results for you
Professional brand SEO:
Maintain updated, on-brand public profiles
Generate relevant, on-brand online activity
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Example: Googling me reveals my professional brand
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Social Media marketing best practices work for careers – how?
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Social Media Marketing Best Practices
Target audiences with appropriate media
Tell a story
Be transparent, open, honest
Don’t just talk; listen
Measure, measure, measure

Media marketing for careers: target with appropriate media mix
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Personal Networks
Professional Networks
Content Publishing
Content Sharing
Media Publishing

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 in your story
This is a brand pull marketing tool
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Social Media marketing for careers: Tell a story
Use content publishing media
Use status updates on social networks
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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!
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Social Media marketing for careers: Don’t just talk; listen
Your brand is interactive; participate in communities 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, potential business partners in advance (Tool recommendation: rapportive)
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Social Media marketing for careers: Don’t just talk; listen
Retweet relevant articles, tweets
Comment/like/share relevant posts on social networks
Join relevant groups on social networks
Tool recommendation: LinkedIn Q&A / quora
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Social Media marketing for careers: Measure, measure, measure
You can’t manage what you don’t measure!
Choose meaningful metrics that align with your career objectives, for example:
Personal website/blog
Twitter Followers
LinkedIn Connections
Facebook Friends
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Social Media marketing for careers: Measure with Klout
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Social Media marketing for careers: Measure with PeerIndex
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The SICK criteria apply to your own professional branding too
Segmented - Objectives, Customers, Applications
Implementation - Kenneth Cole #fail, United guitar #fail, Nestle orangutan #fail
Critical Mass – 5,000 followers, 100 active/engaged community members
Knowledge Integration - Measurement, Analysis, Action
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Dr. Michael Wade, IMD

Social Media career marketing success stories: Justin Bieber
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Professional branding on YouTube led to discovery and lucrative recording career
Rebecca Black may be a success story too (170M YouTube views) but the jury is still out!

Social Media career marketing success stories: Alec Brownstein
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Job seeker bought Google Adwords for names of five top advertising execs
Whenever they googled themselves they saw his ad:
He got four interviews and two job offers!

Social Media career marketing success stories: Bryan Guido Hassin
Goal: establish “global greentech exec” brand
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#2 Google search result

Social Media career marketing success stories: Bryan Guido Hassin
Result: completed a fundraising round via social media branding
Posted fundraising opportunity on twitter, facebook, LinkedIn
Investors were already familiar with my story => very little selling necessary
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Social Media career marketing #fail stories: Jacqueline Howett
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Author gets catty on blog that gives her a sub-par review
Author engages in flame wars with other blog readers / commenters
Career suicide
http://booksandpals.blogspot.com/2011/03/greek-seaman-jacqueline-howett.html

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2010: How can we build on existing Social Media best practices for maximum career benefit?
15-min Exercise – Three group presentations:
Metrics of social media professional branding success
Ways to use existing best practices better
Outside-the-box ways to use social media for careers
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IMD MBA 2010 Presentations: Metrics of social media branding success
Position in google.com (LinkedIn ID, publications, personal website, etc) when searching for key words associated with your career path or job title
LinkedIn hits (people viewing your ID with relevant professional background)
Time spent by people viewing your LinkedIn ID, personal website, etc.
Number of followers and comments on your blog
Demographics of people (and device type, e.g. mobile phone or fixed internet connection) following your blog, twitter, etc.
Number of times you have referred people (e.g. via LinkedIn, personal network, etc)
Number of professional communities and groups you are active in
Percentage of social media types you’re active in and keep updating on a regular basis
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IMD MBA 2010 Presentations: New best practices
We need to make our social media accounts like LinkedIn and Facebook more dynamic with updates as and when things change.
It makes sense to link the various site in a manner such that updates happen on multiple sites together to make the “media package” coherent.
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IMD MBA 2010 Presentations: Outside-the-box ideas for using social media
Identify high-traffic websites that specialize in the relevant field. Contribute with comments regularly to demonstrate your knowledge, and then suggest readers to click on the link to your blog to find out more.
Timing was critical: first thing in the morning, right after lunch, and right after dinner.
Find some news aggregators specialized in the relevant field, write a good article that shows your knowledge, and then submit it to the news aggregator. If the article appears in the cover page, you will receive thousands visits to your web site.
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2011: How can we build on existing Social Media best practices for maximum career benefit?
15-min Exercise – Three group presentations:
Ways to use existing best practices better
Outside-the-box ways to use social media for careers
How to use social media in highly regulated industries
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IMD MBA 2011 Presentations: New Best Practices
Consolidate the channels that you are on by using tools like TweetDeck, a one stop platform where you can consistently select and publish information on multiple channels.
Objectives – know your purpose of using or being present on a certain tool e.g. Twitter – share and/or listen according to your objective.
Facebook – create lists to delineate the level of information that is shared even on one platform.
Consistency – it is important to maintain consistency across all that online profiles so that a potential searcher (employer) sees up-to-date and relevant information.
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IMD MBA 2011 Presentations: Outside-the-box Ideas for Using Social Media
Create a video of your "elevator pitch" and post it on a social media site - i.e. youtube . Ensure it’s consistent with your other online personas (i.e. LinkedIn)
Create testimonal videos of references that tell different angles of your story that you want your employer to know. Add these to your "CV Video Portfolio"
Create a personal website for this (idea #1 and #2) -- e.g. "gettoknowme.com"
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IMD MBA 2011 Presentations: Using Social Media in Regulated Industries
Above all: Listen to your clients!
Building and maintaining corporate image
Provide platforms for closed communities of customers/users (e.g. to collect input for product development)
Promotion of events (come and try/see our products)
Association with big events (sport games, concerts etc.)
Public Awareness (pharma in relation to diseases)
Indirect advertising (youtube that "just happens" to show clip with your company name in it - e.g. Gillette)
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Leveraging Social Media for Executive Careers
Bryan Guido Hassin, IMD MBA 2008
@guido23

Leveraging Social Media for Executive Careers

by Bryan Hassin on Aug 09, 2010

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Leveraging Social Media for Executive Careers — Presentation Transcript

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