TURN NOISE
INTO MUSIC
 How social media can grow
 your employer brand online
        by Per J. Håkansson
ABOUT AUTHOR

•   15-years consumer Internet industry
    experience, innovating for Icon
    Medialab, Yahoo!, Blurb & Ca...
AGENDA

1. A really short history of the web

2. What is social media?

3. Examples of social media platforms

4. How empl...
A REALLY SHORT HISTORY OF THE WEB




            1
15-YEARS OF EVOLUTION
AUDIENCE


                                                  Micro Blogging
                        ...
WHAT IS SOCIAL MEDIA?




      2
What is social media?
“Social media is content created by people for peer-
to-peer social interaction using highly accessi...
MASS MEDIA / SOCIAL MEDIA

                      Mass Media         Social Media

      Reach        Infinite (in theory)  ...
HOW BIG IS SOCIAL MEDIA?

• 300MM   Facebook users

• 52MM   LinkedIn users

• 5-10MM Twitter    users

• YouTube   1BN vi...
MOBILE DRIVES SOCIAL,
          SOCIAL DRIVES MOBILE
• Mobilephones have become
 the perfect social platform
 •   iPhone a...
WHY SO POPULAR?

•   Self-expression

•   Building reputation and getting
    attention

•   Participatory

•   Meritocrat...
EXAMPLES OF SOCIAL MEDIA PLATFORMS




             3
A FEW EXAMPLES AND THEIR
  KILLER SOCIAL FEATURES
                        [ AND IT’S NOT CONTENT ]


                     ...
“No company has the resources today to communicate
with 3 billion or more people without the support of the
network. Peopl...
IT’S ALL INTERCONNECTED
              [ THINK ECOSYSTEM ]
 Twitter                            Facebook
                   ...
THE ECONOMIC MODEL:

Reputation (links) + attention (traffic) = monetization (value)
HOW EMPLOYERS ARE USING SOCIAL MEDIA TODAY




                 4
“You can’t buy attention anymore. Having a huge budget
doesn’t mean anything in social media…The old media
paradigm was PA...
THE BASICS

•   Share videos via Youtube

•   Tweeting on Twitter

•   Share photos via Flickr

•   Recruit talent via Lin...
EARLY ADOPTER:
                  ERNST & YOUNG

• Facebook   fanpage

• 34,400   fans

• 10videos / 12 photo
 albums / 468...
TELLING THE STORY:
           MICROSPOTTING
•A blog telling the story
 about working at Microsoft

• Not
    afraid of usi...
SHARING CULTURE:
                NETFLIX
• Makingtheir 128-pages
 “Culture of Success”
 manifesto available

• Creates
   ...
LETTING THE EMPLOYEES
           SPEAK: ZAPPOS.COM
• “Whatare Zappos
 employees doing right now?”

• Leveraging   the voic...
THE RETURN ON INVESTMENT ON SOCIAL MEDIA




                5
“I frankly don’t care that we’ve done $3 million in revenue
through Twitter – but I do care that Stephanie Nelson is out
t...
WHAT DOES
                SUCCESS LOOK LIKE?
• Experimental           to learn about a new revolutionizing media
  •   Bei...
RECOMMENDATIONS




    6
WHERE TO START
• Listen       in and learn
  •   What do your talent markets say about your company
      on blogs, social...
HOW TO GET STARTED

• Start    with smaller projects

• Leverage     what you have

• Succeed     fast by using prototypes...
WHAT NOT TO DO

• Prevent employees to access
 social networks during work
 hours

• Ignore
       criticism, deny the
 ob...
QUESTIONS?




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Turn Noise Into Music - How social media can grow your employer brand online!

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  • Yahoo! - Directory (manual) and aggregation of content, later communication and community
    Google - Indexation of content and communication products
    Facebook - social networking created by Gen Y
    Twitter - 140 character haikus or micro blogs (same as SMS # of characters)
  • Social media is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers.

    http://www.google.com/search?hl=en&defl=en&q=define:Social+media&ei=qVANS6-eKJL6sQPI-oygAw&sa=X&oi=glossary_definition&ct=title&ved=0CA0QkAE
  • http://www.pewinternet.org/Reports/2009/17-Twitter-and-Status-Updating-Fall-2009.aspx?r=1
  • Leverage AddressBook
  • Economic model: Reputation (links) + attention (traffic) = monetization
    90% of SERP are for this Per Håkansson
  • 10,000 is the magic number
  • Lots of employees and former employees are involved in the conversation.
  • Use Facebook et cetera to connect with your talent groups. Use twitter for job openings. Let the younger talent write on your corporate blogs.
  • Turn Noise Into Music - How social media can grow your employer brand online!

    1. 1. TURN NOISE INTO MUSIC How social media can grow your employer brand online by Per J. Håkansson
    2. 2. ABOUT AUTHOR • 15-years consumer Internet industry experience, innovating for Icon Medialab, Yahoo!, Blurb & CareerTV • Active blogger since 2003 via www.perhakansson.com • Available via LinkedIn, Facebook, Twitter, Slideshare & Skype • Email: per.hakansson@gmail.com
    3. 3. AGENDA 1. A really short history of the web 2. What is social media? 3. Examples of social media platforms 4. How employers are using social media today 5. The ROI on social media 6. Recommendations
    4. 4. A REALLY SHORT HISTORY OF THE WEB 1
    5. 5. 15-YEARS OF EVOLUTION AUDIENCE Micro Blogging 1,734MM Social Networks Instant Messaging 1,018MM Weblogs Open Mobile Platforms 361MM Video Sharing Photo Sharing 16MM RSS YEAR 1995 2000 2005 2010
    6. 6. WHAT IS SOCIAL MEDIA? 2
    7. 7. What is social media? “Social media is content created by people for peer- to-peer social interaction using highly accessible and scalable Internet and mobile publishing technologies.” [Source: Wikipedia]
    8. 8. MASS MEDIA / SOCIAL MEDIA Mass Media Social Media Reach Infinite (in theory) Infinite Accessibility Publishers People Usability Professionals Amateurs Recency Regular release Real-time Permanence Static Ever-changing
    9. 9. HOW BIG IS SOCIAL MEDIA? • 300MM Facebook users • 52MM LinkedIn users • 5-10MM Twitter users • YouTube 1BN views / day • 100+ MM blogs
    10. 10. MOBILE DRIVES SOCIAL, SOCIAL DRIVES MOBILE • Mobilephones have become the perfect social platform • iPhone and Android represents 75% of requests from smart phones • 80%of all tweets are from mobile phones • Connect online to meet offline via location services
    11. 11. WHY SO POPULAR? • Self-expression • Building reputation and getting attention • Participatory • Meritocratic • Real-time • Free (gratis)
    12. 12. EXAMPLES OF SOCIAL MEDIA PLATFORMS 3
    13. 13. A FEW EXAMPLES AND THEIR KILLER SOCIAL FEATURES [ AND IT’S NOT CONTENT ] Examples Killer Feature Comments, trackbacks, Blogging Platforms Wordpress, TypePad easy sharing Mobile crossover, 140 Micro-blogging Twitter, Tumblr characters, followers Friending, status update, Social Networks Facebook, LinkedIn sharing content Personal video clips, Video sharing YouTube embed, ratings, favorites Geo-location, friending, Mobile applications Foursquare games
    14. 14. “No company has the resources today to communicate with 3 billion or more people without the support of the network. People must be willing and active participants in the transmission of the message, or the communication must be socialized within a community of interest. [Tom Hayes, Jump Point - How Network Culture is Revolutionizing Business]
    15. 15. IT’S ALL INTERCONNECTED [ THINK ECOSYSTEM ] Twitter Facebook Google SlideShare My Blog Foursquare LinkedIn
    16. 16. THE ECONOMIC MODEL: Reputation (links) + attention (traffic) = monetization (value)
    17. 17. HOW EMPLOYERS ARE USING SOCIAL MEDIA TODAY 4
    18. 18. “You can’t buy attention anymore. Having a huge budget doesn’t mean anything in social media…The old media paradigm was PAY to play. Now you get back what you authentically put in. You’ve got to be willing to PLAY to play.” [Co-Chairman Alex Bogusky of Crispin Porter & Bogusky]
    19. 19. THE BASICS • Share videos via Youtube • Tweeting on Twitter • Share photos via Flickr • Recruit talent via LinkedIn • Hosting a fanpage on Facebook One of the first Employer Branding campaigns running on broadcast TV and YouTube. • All accessible via corporate career center
    20. 20. EARLY ADOPTER: ERNST & YOUNG • Facebook fanpage • 34,400 fans • 10videos / 12 photo albums / 468 fan photos • Polls
    21. 21. TELLING THE STORY: MICROSPOTTING •A blog telling the story about working at Microsoft • Not afraid of using tags, comments or sharing • Microsoft employees get a t- shirt if they blog about Microspotting
    22. 22. SHARING CULTURE: NETFLIX • Makingtheir 128-pages “Culture of Success” manifesto available • Creates authenticity and complete transparency • Becomes viral and builds their employer brand
    23. 23. LETTING THE EMPLOYEES SPEAK: ZAPPOS.COM • “Whatare Zappos employees doing right now?” • Leveraging the voice of all employees • Full transparency = cool place to work / individual freedom with responsibility
    24. 24. THE RETURN ON INVESTMENT ON SOCIAL MEDIA 5
    25. 25. “I frankly don’t care that we’ve done $3 million in revenue through Twitter – but I do care that Stephanie Nelson is out there answering questions and engaging with customers.” [Lionel Menchaca, Digital Media Manager for Dell]
    26. 26. WHAT DOES SUCCESS LOOK LIKE? • Experimental to learn about a new revolutionizing media • Being first matters: time to fail / succeed and easy to connect with early adopters and social influencers • Soft metrics via engagement, awareness and brand building • “Perception is everything, maybe the only thing.” • Harder financial metrics as unique visitors and video views • $10,000 / $200 CPM = 100,000 video views
    27. 27. RECOMMENDATIONS 6
    28. 28. WHERE TO START • Listen in and learn • What do your talent markets say about your company on blogs, social networks and Twitter? Collect feedback and share internally. • Join the conversation • Understand and learn from your audience, discuss important issues and be authentic, open and stay true • Socialize your content by sharing videos, add comments, be present, start a dialog / conversation • Act on the learnings • Evolve your employer brand; become more attractive
    29. 29. HOW TO GET STARTED • Start with smaller projects • Leverage what you have • Succeed fast by using prototypes • Dedicated social media / web professionals / advisor • It’s a marathon, not a sprint
    30. 30. WHAT NOT TO DO • Prevent employees to access social networks during work hours • Ignore criticism, deny the obvious or censor content • Slow responses and updates The Streisand effect is an Internet phenomenon where an attempt to censor or remove a piece of information backfires, causing the information to be publicized widely and to a greater extent than would have occurred if no censorship had been attempted.
    31. 31. QUESTIONS? The End
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