"So, you have a Social Media Strategy –             Now what?"
Who am I                 Sheree Truitt                 Director Digital                  Janet Muir                 Busine...
3
1. Building a social influencer strategy             2. Developing a robust digital brand ecosystem             3. Leverag...
Steps to building a social influencer strategy    3 Steps:    1. Identify your specific industry influencers:    2. Motiva...
6
What if you have no social strategy in place yet?                                               •   Target Audience       ...
Why are companies using social media?        1 AWARENESS               2 INFLUENCE            3     ACTION     “Listen”- ...
How are companies using social media?         CONNECT                            COLLABORATE                            CO...
Building your Social Strategy               Phase I: “Build it”               Build a presence on social networking sites ...
Social strategy example - P&G11
social influencer strategy12
Are you ready for a social influencer strategy?1. Is your social strategy defined and in place?2. Do you have an internal ...
Developing a social influencer strategy     3 Steps:     1. Identify your specific industry influencers:        - Build re...
15
digital brand ecosystem16
Developing a robust digital brand ecosystem     Your Brand is not your Logo! ………                  “Your own brand isnt nec...
Live the Brand     Creating Brand Ambassadors          ‣Outfit   ambassadors with digital cameras, mobiles, etc.          ...
Owning their own Digital Ecosystem – AT&T                                         Mobile                Linkedin          ...
leveraging search and mobile20
Candidate Behavior has changed      Candidate                       Career Site21
SEO & SEM (Search Engine Optimization & Marketing) 80% of all internet sessions start on a search engine.Job searches cond...
Paid and Organic Search                                 CLICKED                                 LOW RISK - ONLY PAY IF    ...
Goal – Own the Real Estate               Pay-per-click             SEO Technology         Organic SEO (Continuum)        O...
mobile marketing25
Mobile marketing guidelines and how to get started.     •   By 2013, the #1 way to access the internet will         be by ...
Typical mobile job search without mobile optimization                        • Same job description as desktop            ...
Redefining the Mobile Job Posting                                    • A Look Inside (Images/Video)                       ...
Content Focused on Mobile       Rich media content related to         specific job categories and                         ...
Event data capture on mobile                                    • Offline data-capture (no need for internet or           ...
being different31
Smart Creative – Edward JonesNikki is in Houston. She is served a                                  Sam is in Charlotte. He...
How creative can a QR code be?33
Integrated and Immersive ExperienceBuick takes advantage of social integration by creating a truly immersive experience fo...
Marketing to mobile     • Mobile Advertising Networks     • Pay Per Click (PPC) display advertising     • SEM e.g. Google ...
Augment Reality Example36
Augmented Reality│Engage Your Audience      While people are on break at a conference or waiting in line for an event, we ...
tracking and measuring38
What should you track and what can you expect?• All trackable media – paid  ads, banners, emails, PPC• All organic job res...
Reports• Detailed reports with analysis for each media• Includes data on effect of branding initiatives - “Post impression...
bringing it all together41
Bringing it all together with an integrated strategy
Bringing it all together with an integrated strategy
Bringing it all together with an integrated strategy                                                       44
Bringing it all together with an integrated strategy                 TalentBrew                        online banner      ...
Bringing it all together with an integrated strategy
Bringing it all together with an integrated strategy
Bringing it all together with an integrated strategy
Bringing it all together with an integrated strategy                                                       Career site    ...
thank you   Questions and answers50
Upcoming SlideShare
Loading in …5
×

Lwhra Presentation So You Have a Social Media Strategy. Now What? 9.13.12

354 views
252 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
354
On SlideShare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Edward Jones has signed off on Smart Creative where we are able to display geo specific creative and click through to a geo specific landing page based on the users IP address.
  • Edward Jones has signed off on Smart Creative where we are able to display geo specific creative and click through to a geo specific landing page based on the users IP address.
  • Lwhra Presentation So You Have a Social Media Strategy. Now What? 9.13.12

    1. 1. "So, you have a Social Media Strategy – Now what?"
    2. 2. Who am I Sheree Truitt Director Digital Janet Muir Business Janet.muir@tmp.com TMP Worldwide Phone: 818.967.0094 Email: sheree.truitt@tmp.com Elan Masliyah Elan.masliyah@tmp.com2
    3. 3. 3
    4. 4. 1. Building a social influencer strategy 2. Developing a robust digital brand ecosystem 3. Leverage search engine marketing to help agenda candidates find you 4. Mobile marketing guidelines and how to get started. 5. Next generation trends in digital branding 6. Metrics 7. Bringing it all together 8. Questions4
    5. 5. Steps to building a social influencer strategy 3 Steps: 1. Identify your specific industry influencers: 2. Motivate influencers But WAIT!!! 3. Enable social influencer strategy5
    6. 6. 6
    7. 7. What if you have no social strategy in place yet? • Target Audience • Our Behaviors • Policy (or lack of) • Legal • Resource Drain • Good for other companies but not us • Privacy/Work Separation • Change/Culture7
    8. 8. Why are companies using social media? 1 AWARENESS 2 INFLUENCE 3 ACTION  “Listen”- measure brand  Cultivate relevant  Job referrals perception communities  Drive traffic to careers  Join, add value and  Amplify awareness site guide conversations to the opportunity8
    9. 9. How are companies using social media? CONNECT COLLABORATE CONTENT MANAGEMENT SEO CONTRIBUTE9
    10. 10. Building your Social Strategy Phase I: “Build it” Build a presence on social networking sites to share information about you as an employer and integrate/cross promote it in everything we do for recruitment marketing. Build it with careers as focus. Phase II: “Beef it” Involve your employees in the social networking sites to provide genuine experiences and information about you as an employer. Get Employees stories/testimonials/involvement. Phase III: “Buzz it” Leverage your employee network on the social networking sites to generate buzz among their friends and networks. Enlist Employees in Spreading the Word to their Networks.10
    11. 11. Social strategy example - P&G11
    12. 12. social influencer strategy12
    13. 13. Are you ready for a social influencer strategy?1. Is your social strategy defined and in place?2. Do you have an internal social manager?3. Have you built your social presence with careers tabs and jobs focus?4. Have you established a method to measure the social strategy?13
    14. 14. Developing a social influencer strategy 3 Steps: 1. Identify your specific industry influencers: - Build relationships with influencers . - Investigate what will work with your audience - Address social media compliance - Develop an influencer strategy with influencers 2. Motivate influencers - Give access to information; reciprocate - Provide incentives, freebies, cash, etc. 3. Enable social influencer strategy - Train internal social team - Automate influencer activation - Don’t forget to include photos and videos14
    15. 15. 15
    16. 16. digital brand ecosystem16
    17. 17. Developing a robust digital brand ecosystem Your Brand is not your Logo! ……… “Your own brand isnt necessarily what you want it to be; instead, its the sum of all the ways your customers experience your company” Create a strategy for “Living your Employment Brand” (internal and external) •What is your employment brand promise? •What actions need to take place to demonstrate the promise? •What messaging should accompany the action? •Where should that messaging show up (search, social, career site, etc) Evolve your web platform with changing and new best-practice trends like Instagram Designate internal “Brand Ambassadors”17
    18. 18. Live the Brand Creating Brand Ambassadors ‣Outfit ambassadors with digital cameras, mobiles, etc. ‣Provide Ongoing Authentic Views of Day-to-Day Life ‣Build Community for Target Audiences ‣Power Social Presences Going Forward ‣Provides Sustained & Authentic Presence18
    19. 19. Owning their own Digital Ecosystem – AT&T Mobile Linkedin Twitter Facebook Talent Network YouTube Career Home TalentBrew
    20. 20. leveraging search and mobile20
    21. 21. Candidate Behavior has changed Candidate Career Site21
    22. 22. SEO & SEM (Search Engine Optimization & Marketing) 80% of all internet sessions start on a search engine.Job searches conducted on major websites:Google 304 MillionIndeed 161 MillionMonster 200 MillionCareerBuilder 159 MillionYahoo 64 MillionSimply Hired 30 MillionBing 12 MillionAsk 9 Million
    23. 23. Paid and Organic Search CLICKED LOW RISK - ONLY PAY IF PAID SEARCHPAID SEARCHLOW RISK - ONLY PAY IF CLICKEDORGANIC SEARCH77%OF PEOPLE VIEW RESULTS
    24. 24. Goal – Own the Real Estate Pay-per-click SEO Technology Organic SEO (Continuum) Organic SEO (Continuum) Organic SEO (Continuum) Twitter24
    25. 25. mobile marketing25
    26. 26. Mobile marketing guidelines and how to get started. • By 2013, the #1 way to access the internet will be by mobile device (Morgan Stanley, 2010) • More than 61% of users are unlikely to return to a website they had trouble accessing on their mobile device (Google, 2011) • 57% of mobile job seekers want the ability to search for jobs (Jobvite, 2011) • 51% of mobile job seekers want to be notified of openings (Jobvite, 2011)26
    27. 27. Typical mobile job search without mobile optimization • Same job description as desktop • Scroll to read • No calls to action •Job seeker would abandon this job search
    28. 28. Redefining the Mobile Job Posting • A Look Inside (Images/Video) • Short Job Description • Map/Local Information • Relevant News/Content • Options to Apply
    29. 29. Content Focused on Mobile Rich media content related to specific job categories and Automatically created Short locations Job Descriptions from full description Multiple calls to action including mobile apply and application using LinkedIn profile
    30. 30. Event data capture on mobile • Offline data-capture (no need for internet or wireless connection) • User authentication • Browser based (using HTML 5) • Data export to CSV when online30
    31. 31. being different31
    32. 32. Smart Creative – Edward JonesNikki is in Houston. She is served a Sam is in Charlotte. He isHouston-specific ad promoting a local served the default Edwardevent. When she clicks that ad it that Jones ad, but the click willwill take her to a Houston event take him to a Charlotte landingregistration page. page. The ad server will display geo-specific creative and click through to a geo-specific landing page based on the user’s IP address
    33. 33. How creative can a QR code be?33
    34. 34. Integrated and Immersive ExperienceBuick takes advantage of social integration by creating a truly immersive experience for users.Visitors can drill down to information from news and social channels by fans, users, and more while interacting directly with content.
    35. 35. Marketing to mobile • Mobile Advertising Networks • Pay Per Click (PPC) display advertising • SEM e.g. Google AdWords • SMS push marketing campaigns35
    36. 36. Augment Reality Example36
    37. 37. Augmented Reality│Engage Your Audience While people are on break at a conference or waiting in line for an event, we will engage them through posted brand displays that will connect the offline recruitment effort to the digital through videos and targeted content.37
    38. 38. tracking and measuring38
    39. 39. What should you track and what can you expect?• All trackable media – paid ads, banners, emails, PPC• All organic job results• Social job results•One centralized location for all reports•Customizable dashboard•Expect to see trends in media performanceresulting in reducing or eliminating media sources
    40. 40. Reports• Detailed reports with analysis for each media• Includes data on effect of branding initiatives - “Post impression” data• Analyst-written monthly/quarterly reports - Explains and recommends optimization strategies
    41. 41. bringing it all together41
    42. 42. Bringing it all together with an integrated strategy
    43. 43. Bringing it all together with an integrated strategy
    44. 44. Bringing it all together with an integrated strategy 44
    45. 45. Bringing it all together with an integrated strategy TalentBrew online banner .oft email e-newsletter
    46. 46. Bringing it all together with an integrated strategy
    47. 47. Bringing it all together with an integrated strategy
    48. 48. Bringing it all together with an integrated strategy
    49. 49. Bringing it all together with an integrated strategy Career site TalentBrew Military/Vets
    50. 50. thank you Questions and answers50

    ×