Careerbuilder.com Digital Marketing StrategyPresentation Transcript
Digital Marketing Strategy by David Lowe
Current Marketing Strategy
Largest online employment website in U.S.
$542 Million in revenue (2009)
Each job ad on Careerbuilder.com gets more daily page views than Monster or Craigslist (Image)
42,294 Twitter follower
125,519 Likes on Facebook
6,351,872 Youtube views
Lots of Competition
Craigslist : Free job postings
Linkedin : More social media and digital presence
Monster.com : Launched BeKnown, a Facebook app that connects your professional contacts and your Facebook friends
Increase Traffic using YouTube
Increase Careerbuilder.com YouTube page views to over 10,000,000
Create a YouTube-only web series with celebrity cameos and comedic situations that somehow tie-in Careerbuilder.com
Create TV commercials to upload onto YouTube and increase YouTube page views
Send YouTube viewers directly to Careerbuilder.com or the Twitter/Facebook accounts
YouTube Web Series Example
Always Open: A web series by Denny's breakfast
Start YouTube campaign
on January 1, with all
forms of PR & Marketing
Run a Superbowl ad to
attract a ton of attention
and get people watching
While running a Superbowl ad will be costly, that will be most of the budget. Our YouTube series will be very inexpensive to shoot compared to a television commercial, and posting them on YouTube will be free.
A pretty expensive budget will be put into place using PR and all other forms of media to promote our social media. All year of 2012 will be dedicated to gaining a YouTube following, increasing Twitter followers and Facebook likes.
The inexpensive costs of a social media strategy will make the advertising of Careerbuilder.com cheaper in the long run.
On January 1, 2013, a year-long evaluation will determine success, the yearly goals are:
Increase YouTube views from 6,000,000 to over 25,000,000
Increase Twitter following from 42,000 to over 100,000
Increase Facebook likes from 125,000 to over 500,000
And of course, gain unique Careerbuilder.com views by 10%
January 1st, 2013: Careerbuilder.com attracts over 125,000 new subscribers.
Thanks to social media (Facebook, Twitter, YouTube), Careerbuilder.com reaches a new, younger audience that looks at Careerbuilder as the best way to find a job that suits their needs.
More attention from the public makes more businesses post their job openings to the site, raising revenue by over 10%.
Social media also enables Careerbuilder.com to cut their ad budget because it is much more inexpensive than Television advertising.