An Introduction to Social Media

Per Håkansson
Workshop - June 5, 2009
Johannesburg, South Africa
Agenda
Agenda
About Per Håkansson
Agenda
About Per Håkansson
What is social media?
Agenda
About Per Håkansson
What is social media?
Background and major trends
Agenda
About Per Håkansson
What is social media?
Background and major trends
A few case studies
Agenda
About Per Håkansson
What is social media?
Background and major trends
A few case studies
The promise for employer b...
Agenda
About Per Håkansson
What is social media?
Background and major trends
A few case studies
The promise for employer b...
Agenda
About Per Håkansson
What is social media?
Background and major trends
A few case studies
The promise for employer b...
About Per
About Per
Based in Silicon Valley, USA since 2002
About Per
Based in Silicon Valley, USA since 2002
15 years internet consumer experience
About Per
Based in Silicon Valley, USA since 2002
15 years internet consumer experience
Icon Medialab, Yahoo!, Blurb, Care...
About Per
Based in Silicon Valley, USA since 2002
15 years internet consumer experience
Icon Medialab, Yahoo!, Blurb, Care...
About Per
Based in Silicon Valley, USA since 2002
15 years internet consumer experience
Icon Medialab, Yahoo!, Blurb, Care...
About Per
Based in Silicon Valley, USA since 2002
15 years internet consumer experience
Icon Medialab, Yahoo!, Blurb, Care...
How many are using?
      [With a show of hands]
How many are using?
           [With a show of hands]

Facebook
How many are using?
                  [With a show of hands]

Facebook
LinkedIn / Xing
How many are using?
                  [With a show of hands]

Facebook
LinkedIn / Xing
Twitter
How many are using?
                  [With a show of hands]

Facebook
LinkedIn / Xing
Twitter
Blogging
How many are using?
                  [With a show of hands]

Facebook
LinkedIn / Xing
Twitter
Blogging
Photosharing
How many are using?
                  [With a show of hands]

Facebook
LinkedIn / Xing
Twitter
Blogging
Photosharing
Video
How many are using?
                  [With a show of hands]

Facebook                        Q&A
LinkedIn / Xing
Twitter
...
How many are using?
                  [With a show of hands]

Facebook                        Q&A
LinkedIn / Xing         ...
How many are using?
                  [With a show of hands]

Facebook                        Q&A
LinkedIn / Xing         ...
How many are using?
                  [With a show of hands]

Facebook                        Q&A
LinkedIn / Xing         ...
How many are using?
                  [With a show of hands]

Facebook                        Q&A
LinkedIn / Xing         ...
What is Social Media?
What is Social Media?
Talent driven connected
conversations
What is Social Media?
Talent driven connected
conversations
A set of tools: blogs,
wikis, videos, social
networks et cetera
What is Social Media?
Talent driven connected
conversations
A set of tools: blogs,
wikis, videos, social
networks et ceter...
What is Social Media?
Talent driven connected
conversations
A set of tools: blogs,
wikis, videos, social
networks et ceter...
The Social Media Toolbox
The Social Media Toolbox
Social networks
The Social Media Toolbox
Social networks
Podcasting and video
The Social Media Toolbox
Social networks
Podcasting and video
Blogging
The Social Media Toolbox
Social networks
Podcasting and video
Blogging
“Twittering”
The Social Media Toolbox
Social networks
Podcasting and video
Blogging
“Twittering”
Mobile applications
The Social Media Toolbox
Social networks
Podcasting and video
Blogging
“Twittering”
Mobile applications
Collaboration tools
The Social Media Toolbox
Social networks
Podcasting and video
Blogging
“Twittering”
Mobile applications
Collaboration tool...
Trends Driving the Change
Trends Driving the Change
Technology
Trends Driving the Change
Technology
New internet
generation
Trends Driving the Change
Technology
New internet
generation
Internet & mobile
adoption rates
Trends Driving the Change
Technology
New internet
generation
Internet & mobile
adoption rates
Networked economy
Trends Driving the Change
Technology
New internet
generation
Internet & mobile
adoption rates
Networked economy
Media demo...
Evolution of Consumer Web
   Internet             [Communication tools]
  Audience
                                       ...
RIGHT NOW
talented people are engaging in
 online conversations about your
  company as a place to work
BUT
Only 16%* of companies monitor what’s
  being said about their brand online



            Advertising Age, Feb 2009
Evolution of communication
channels for Employer Branding
Evolution of communication
channels for Employer Branding
 Offline events
Evolution of communication
channels for Employer Branding
 Offline events
 Offline advertising
Evolution of communication
channels for Employer Branding
 Offline events
 Offline advertising
 Print media
Evolution of communication
channels for Employer Branding
 Offline events
 Offline advertising
 Print media
 Online corporat...
Evolution of communication
channels for Employer Branding
 Offline events
 Offline advertising
 Print media
 Online corporat...
Evolution of communication
channels for Employer Branding
 Offline events
 Offline advertising
 Print media
 Online corporat...
Evolution of communication
channels for Employer Branding
 Offline events
 Offline advertising
 Print media
 Online corporat...
Case Studies

Microspotting
Ernst & Young on Facebook
Twitter
Glassdoor
Social Mention
What Social Media can do
for Employer Branding
What Social Media can do
for Employer Branding
Additional realtime research channel
What Social Media can do
for Employer Branding
Additional realtime research channel
New platform for interaction with audi...
What Social Media can do
for Employer Branding
Additional realtime research channel
New platform for interaction with audi...
What Social Media can do
for Employer Branding
Additional realtime research channel
New platform for interaction with audi...
What Social Media can do
for Employer Branding
Additional realtime research channel
New platform for interaction with audi...
What Social Media can do
for Employer Branding
Additional realtime research channel
New platform for interaction with audi...
How to get started
How to get started

Find and listen to your audience
How to get started

Find and listen to your audience
Learn about what matters to them
How to get started

Find and listen to your audience
Learn about what matters to them
Engage and participate in conversati...
How to get started

Find and listen to your audience
Learn about what matters to them
Engage and participate in conversati...
How to get started

Find and listen to your audience
Learn about what matters to them
Engage and participate in conversati...
How to get started

Find and listen to your audience
Learn about what matters to them
Engage and participate in conversati...
Why Social Media projects fail?
Why Social Media projects fail?
 Lack of clear employer value proposition
Why Social Media projects fail?
 Lack of clear employer value proposition
 Lack of clear vision, objective and strategy
Why Social Media projects fail?
 Lack of clear employer value proposition
 Lack of clear vision, objective and strategy
 L...
Why Social Media projects fail?
 Lack of clear employer value proposition
 Lack of clear vision, objective and strategy
 L...
Why Social Media projects fail?
 Lack of clear employer value proposition
 Lack of clear vision, objective and strategy
 L...
Why Social Media projects fail?
 Lack of clear employer value proposition
 Lack of clear vision, objective and strategy
 L...
Why Social Media projects fail?
 Lack of clear employer value proposition
 Lack of clear vision, objective and strategy
 L...
Questions?

Per Håkansson
Let’s start a conversation on LinkedIn, Facebook,
Twitter, My Blog et cetera
per.hakansson@gmail...
Magnet Presentation 5 June09
Magnet Presentation 5 June09
Magnet Presentation 5 June09
Magnet Presentation 5 June09
Magnet Presentation 5 June09
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Magnet Presentation 5 June09

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Presentation at Magnet Communication employer branding seminar about social media in South Africa on June 5, 2009.

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  • Every new media redefines the previous new media...
  • Every new media redefines the previous new media...
  • Every new media redefines the previous new media...
  • Every new media redefines the previous new media...
  • Every new media redefines the previous new media...
  • Every new media redefines the previous new media...
  • Every new media redefines the previous new media...


























  • Magnet Presentation 5 June09

    1. 1. An Introduction to Social Media Per Håkansson Workshop - June 5, 2009 Johannesburg, South Africa
    2. 2. Agenda
    3. 3. Agenda About Per Håkansson
    4. 4. Agenda About Per Håkansson What is social media?
    5. 5. Agenda About Per Håkansson What is social media? Background and major trends
    6. 6. Agenda About Per Håkansson What is social media? Background and major trends A few case studies
    7. 7. Agenda About Per Håkansson What is social media? Background and major trends A few case studies The promise for employer branding
    8. 8. Agenda About Per Håkansson What is social media? Background and major trends A few case studies The promise for employer branding How to get started
    9. 9. Agenda About Per Håkansson What is social media? Background and major trends A few case studies The promise for employer branding How to get started Questions?
    10. 10. About Per
    11. 11. About Per Based in Silicon Valley, USA since 2002
    12. 12. About Per Based in Silicon Valley, USA since 2002 15 years internet consumer experience
    13. 13. About Per Based in Silicon Valley, USA since 2002 15 years internet consumer experience Icon Medialab, Yahoo!, Blurb, CareerTV
    14. 14. About Per Based in Silicon Valley, USA since 2002 15 years internet consumer experience Icon Medialab, Yahoo!, Blurb, CareerTV Focus on product development and innovation
    15. 15. About Per Based in Silicon Valley, USA since 2002 15 years internet consumer experience Icon Medialab, Yahoo!, Blurb, CareerTV Focus on product development and innovation Global projects across all continents
    16. 16. About Per Based in Silicon Valley, USA since 2002 15 years internet consumer experience Icon Medialab, Yahoo!, Blurb, CareerTV Focus on product development and innovation Global projects across all continents Active in entrepreneurial networks and startups
    17. 17. How many are using? [With a show of hands]
    18. 18. How many are using? [With a show of hands] Facebook
    19. 19. How many are using? [With a show of hands] Facebook LinkedIn / Xing
    20. 20. How many are using? [With a show of hands] Facebook LinkedIn / Xing Twitter
    21. 21. How many are using? [With a show of hands] Facebook LinkedIn / Xing Twitter Blogging
    22. 22. How many are using? [With a show of hands] Facebook LinkedIn / Xing Twitter Blogging Photosharing
    23. 23. How many are using? [With a show of hands] Facebook LinkedIn / Xing Twitter Blogging Photosharing Video
    24. 24. How many are using? [With a show of hands] Facebook Q&A LinkedIn / Xing Twitter Blogging Photosharing Video
    25. 25. How many are using? [With a show of hands] Facebook Q&A LinkedIn / Xing RSS and feeds Twitter Blogging Photosharing Video
    26. 26. How many are using? [With a show of hands] Facebook Q&A LinkedIn / Xing RSS and feeds Twitter Podcasting Blogging Photosharing Video
    27. 27. How many are using? [With a show of hands] Facebook Q&A LinkedIn / Xing RSS and feeds Twitter Podcasting Blogging Mobile applications Photosharing Video
    28. 28. How many are using? [With a show of hands] Facebook Q&A LinkedIn / Xing RSS and feeds Twitter Podcasting Blogging Mobile applications Photosharing Widgets Video
    29. 29. What is Social Media?
    30. 30. What is Social Media? Talent driven connected conversations
    31. 31. What is Social Media? Talent driven connected conversations A set of tools: blogs, wikis, videos, social networks et cetera
    32. 32. What is Social Media? Talent driven connected conversations A set of tools: blogs, wikis, videos, social networks et cetera A new ecosystem for human interaction
    33. 33. What is Social Media? Talent driven connected conversations A set of tools: blogs, wikis, videos, social networks et cetera A new ecosystem for human interaction Change from mass media to me media
    34. 34. The Social Media Toolbox
    35. 35. The Social Media Toolbox Social networks
    36. 36. The Social Media Toolbox Social networks Podcasting and video
    37. 37. The Social Media Toolbox Social networks Podcasting and video Blogging
    38. 38. The Social Media Toolbox Social networks Podcasting and video Blogging “Twittering”
    39. 39. The Social Media Toolbox Social networks Podcasting and video Blogging “Twittering” Mobile applications
    40. 40. The Social Media Toolbox Social networks Podcasting and video Blogging “Twittering” Mobile applications Collaboration tools
    41. 41. The Social Media Toolbox Social networks Podcasting and video Blogging “Twittering” Mobile applications Collaboration tools Q&A
    42. 42. Trends Driving the Change
    43. 43. Trends Driving the Change Technology
    44. 44. Trends Driving the Change Technology New internet generation
    45. 45. Trends Driving the Change Technology New internet generation Internet & mobile adoption rates
    46. 46. Trends Driving the Change Technology New internet generation Internet & mobile adoption rates Networked economy
    47. 47. Trends Driving the Change Technology New internet generation Internet & mobile adoption rates Networked economy Media democratization
    48. 48. Evolution of Consumer Web Internet [Communication tools] Audience 1.6BN 1.5BN SOCIAL MEDIA MICRO MOBILE BLOGGING PLATFORMS 1BN SOCIAL NETWORKS VIDEO COMMENTS RSS UGC CALLING IM GROUPS API VOIP VIDEOSHARING 0.5BN WEBMAIL BLOGS FORUMS THUMBING MOSAIC PHOTOSHARING MB LISTS TAGGING Year 1995 2000 2005
    49. 49. RIGHT NOW talented people are engaging in online conversations about your company as a place to work
    50. 50. BUT Only 16%* of companies monitor what’s being said about their brand online Advertising Age, Feb 2009
    51. 51. Evolution of communication channels for Employer Branding
    52. 52. Evolution of communication channels for Employer Branding Offline events
    53. 53. Evolution of communication channels for Employer Branding Offline events Offline advertising
    54. 54. Evolution of communication channels for Employer Branding Offline events Offline advertising Print media
    55. 55. Evolution of communication channels for Employer Branding Offline events Offline advertising Print media Online corporate and career sites
    56. 56. Evolution of communication channels for Employer Branding Offline events Offline advertising Print media Online corporate and career sites Online advertising (keywords and display)
    57. 57. Evolution of communication channels for Employer Branding Offline events Offline advertising Print media Online corporate and career sites Online advertising (keywords and display) Social media initiatives (Facebook, Videos et cetera)
    58. 58. Evolution of communication channels for Employer Branding Offline events Offline advertising Print media Online corporate and career sites Online advertising (keywords and display) Social media initiatives (Facebook, Videos et cetera) Communities, applications and tools
    59. 59. Case Studies Microspotting Ernst & Young on Facebook Twitter Glassdoor Social Mention
    60. 60. What Social Media can do for Employer Branding
    61. 61. What Social Media can do for Employer Branding Additional realtime research channel
    62. 62. What Social Media can do for Employer Branding Additional realtime research channel New platform for interaction with audience
    63. 63. What Social Media can do for Employer Branding Additional realtime research channel New platform for interaction with audience Co-creation of content and applications
    64. 64. What Social Media can do for Employer Branding Additional realtime research channel New platform for interaction with audience Co-creation of content and applications Innovate the branding and recruiting process
    65. 65. What Social Media can do for Employer Branding Additional realtime research channel New platform for interaction with audience Co-creation of content and applications Innovate the branding and recruiting process Building relationships with influencers and “fans”
    66. 66. What Social Media can do for Employer Branding Additional realtime research channel New platform for interaction with audience Co-creation of content and applications Innovate the branding and recruiting process Building relationships with influencers and “fans” Complement to traditional communication channels
    67. 67. How to get started
    68. 68. How to get started Find and listen to your audience
    69. 69. How to get started Find and listen to your audience Learn about what matters to them
    70. 70. How to get started Find and listen to your audience Learn about what matters to them Engage and participate in conversations
    71. 71. How to get started Find and listen to your audience Learn about what matters to them Engage and participate in conversations Grow communities around audience and conversations
    72. 72. How to get started Find and listen to your audience Learn about what matters to them Engage and participate in conversations Grow communities around audience and conversations Start small, experiment and fail fast
    73. 73. How to get started Find and listen to your audience Learn about what matters to them Engage and participate in conversations Grow communities around audience and conversations Start small, experiment and fail fast Set clear objectives and measure performance
    74. 74. Why Social Media projects fail?
    75. 75. Why Social Media projects fail? Lack of clear employer value proposition
    76. 76. Why Social Media projects fail? Lack of clear employer value proposition Lack of clear vision, objective and strategy
    77. 77. Why Social Media projects fail? Lack of clear employer value proposition Lack of clear vision, objective and strategy Lack of knowledge of how to engage
    78. 78. Why Social Media projects fail? Lack of clear employer value proposition Lack of clear vision, objective and strategy Lack of knowledge of how to engage Lack of honesty and transparency
    79. 79. Why Social Media projects fail? Lack of clear employer value proposition Lack of clear vision, objective and strategy Lack of knowledge of how to engage Lack of honesty and transparency Stuck in the content and mass media mindset
    80. 80. Why Social Media projects fail? Lack of clear employer value proposition Lack of clear vision, objective and strategy Lack of knowledge of how to engage Lack of honesty and transparency Stuck in the content and mass media mindset Big, bulky and time-consuming projects
    81. 81. Why Social Media projects fail? Lack of clear employer value proposition Lack of clear vision, objective and strategy Lack of knowledge of how to engage Lack of honesty and transparency Stuck in the content and mass media mindset Big, bulky and time-consuming projects Long approval processes; top-down decision-making
    82. 82. Questions? Per Håkansson Let’s start a conversation on LinkedIn, Facebook, Twitter, My Blog et cetera per.hakansson@gmail.com www.perhakansson.com Presentation available online via blog and Magnet
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