1. Workforce Stories and Social Media
Presented by Michele Martin, The Bamboo Project, Inc.Presented by Michele Martin, The Bamboo Project, Inc.
PA Workforce Development Association Conference-May 8, 2014
2. Michele Martin
Advocating for Social Media in
Workforce Development since 2007!
3. Is This You?
4. We’re Going on a Journey. . .
5. To Explore Some Key Questions
6. So You Can . . .
7. One bite at a time. . .
8. Telling a Great Story on Social Media
9. Social Media is NOT PR!
The PR Approach
 One way announcements
 Static content
Social Media Approach
 Content always changing
We must think differently about our stories and how
we tell them!
10. “Jab, Jab, Jab, Right Hook”
Jabs are lightweight pieces of
content that make customers laugh,
think, question, etc.
Right hooks are calls to action
that benefit your organization.
Give, give, give. . . Ask!
Source: Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World
11. Qualities of a Great Social Media Story
12. It’s Native
 “Each platform has unique
sensibility and style.”
 Who is on the platform?
 What appeals there?
 How does your story fit
into the psychology and
habits of your audience?
13. Doesn’t interrupt
Replicate the experience
your audience wants to
have on their preferred
14. Doesn’t make demands (often)
Inviting to look at
Fun to read
Made for your customer,
not for you!
15. Leverages Pop Culture
16. It’s Micro
“Tiny, unique nuggets of
humor or inspiration that
you re-imagine every day
as you respond to
today’s events, culture
17. Consistent and self-aware
 What core feelings do
you want to evoke?
 What core messages are
you trying to convey?
 How does every post,
tweet, comment, pic
confirm your brand
identity and tell your core
18. If you want to succeed. . .
 Have a personality
 Know your audience(s)—one size does NOT fit all!
 Emphasize the visual over the verbal
 Use multimedia
 Be consistent
19. A Social Media Case Study
20. How They Do It
 Know their target audience and what is important to them
 Integrated social media strategy based on their audience:
 Blog posts
21. Their content. . .
 Is relevant to their audience
 Appeals to positive identity and inspires positive emotions
 “You can do it—we’ll help!”
 “You’re not alone”
 “We know you want to succeed—here’s how!”
 “We’re fun, but we take our careers seriously.”
 Is very visual
 Is the right fit for the platform where it’s posted.
22. Start with Your Stories
23. We respond to stories that:
 Focus on people
 Evoke particular emotions
 Include both visual AND verbal
 Inspire us to think, ask questions and/or act
24. 1. Listen . . .
What are the core needs, interests and
behaviors of the people we are trying to influence? What
are their preferred platforms?
25. Help Job Seekers to. . .
 Find a job
 Access resources and opportunities
 Take the right actions at the right times
 Make informed choices
 Feel less isolated and alone
 Feel like positive, contributing members of society
26. Help Businesses To. . .
 Fill positions
 Accomplish business objectives
 Stay competitive
 Start-up and move to the next level
 Feel connected
 Feel competent and successful
27. Break it down. . .
 By industry?
 By age?
 By occupation?
 By where they are in their
 By educational level?
 By industry?
 By job title? (HR and C-suite
are interested in different
 By business size?
28. 2. Create. . .
 How do we want our audiences to FEEL?
 What do we want our audiences to DO?
 How can we bring value, rather than noise to their day?
 How can we be targeted and relevant to their needs?
 What do we want to accomplish?
29. What they DON’T Need!
 Legislative/regulatory background
 Funding source info
30. 3. Deliver. . .
 What channels/platforms will you use?
 What core messages will you communicate?
 How will you measure success?
 Who will be responsible for what?
 How will you learn as you go?
 How will you refine and re-target as you go?
31. 4. Participate!
 Join online conversations
 Follow/interact with key
reinforce your message
 Interact with fans,
32. Some Story Frames
33. Story Frame 1— “We are a Tribe”
 GOAL: Create credibility, community, trust.
 “Connection before Content”
 Show you understand the needs/issues of people like me.
 See me as a whole, positive person
34. “Happy Thursday, Musers!”
35. Story Frame 2--Solve my Problem!
 GOAL: Relieve frustration, anxiety, concern
 What problem does your audience have?
 How do you solve it in a unique way? (Remember—it isn’t
always about your services, either)
 How can they get their problem solved?
 Help me “simplify”
 Help me make better choices
 Help me take the right action at the right time
36. Story Frame 3-Make Me a Hero!
 GOAL: Inspire, support
 How does your audience view themselves? What
positive views do they have of themselves?
 How would they LIKE to appear/be perceived?
 What stories can you tell that reinforce/inspire this
 How can you feature their content/knowledge?
37. Story Frame 4—Entertain Me
 GOAL: Let people know you’re human, create
 Make me smile or LOL
 Make me think
 Make me cry (in a good way)
 Inspire me!
38. Telling Your Story on Social Media
39. You can be . . .
40. Make it Visual!
Include your logo on the visuals you create!
41. Core Tools and Platforms
•Include an image to make it more visually appealing
•Make your website a blog (jobs4lancaster.com)
•People come to connect, socialize and catch up.
•Want content that’s relevant, fun and useful.
•Create/promote your Fan Page
•Ask questions and invite user feedback
•Use images—quotes work well!
 Create organizational page
 Use images
 Post updates, share relevant content
 Invite LinkedIn followers
 Create/use targeted LinkedIn Groups
•Users come for news and information
•Post an image (horizontal is better)
•Use Tweetdeck or Hootsuite to schedule tweets
•Use .@replies to respond to questions/comments
•Engage with your followers—follow, RT/MT, #hashtags
•Make it interesting/entertaining—avoid talking heads
•Lots of visuals
•Jing, Animoto, 9 Slides for recording presentations
47. Email Newsletters
 Include a strong image
 Link to online content, such as blog post or slide
 Create campaigns on specific topics
 Create subgroups and sub-campaigns to target
 Use to deliver online learning
48. Expand Your Horizons
•Can embed slides in a blog post
•Can embed “Call to Action” link
•Can curate and share other Slideshare presentations
51. Google Hangouts on Air
•Webinars, panel presentations, events
•Laptop, mobile devices
•Record and post to YouTube
•Embed in other sites, your blog, etc.
•LMI, local info could be adapted
•Make research, etc. more visual
 Create “boards” to organize “pins.”
 A pin is a piece of content you find online.
 Emphasizes the visual
 Can add commentary to a board or to an individual
 Pin your content and other relevant content from
other users—or anywhere on the web!
54. Aggregators (Scoop.it, Storify, Paper.li)
55. Promote Social Media
 On website
 In email signatures
 Across channels
56. Pay Attention to Stats!
 Survey your customers—where are they the
most active and what info do they want?
 Know your stats—they vary based on
 Monitor and use to refine messages
57. Ways to Get it Done
 Pick a platform and experiment
 Make it a project to do with an intern
 Have different staff post to different channels
 Work with a marketing class
 Sponsor a Hackathon
 Find a start-up or freelancer (remember you can be
58. In Summary. . .
 The right story for the right tool
 Consistency and focus are important
 Track progress and refine based on feedback
 Be human!
59. More Info. . .
Contact me at: