Universum Awards 2009
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Universum Awards 2009

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Presentation on social media in the context of employer branding at the 2009 Universum Awards in Stockholm, Sweden on March 26, 2009

Presentation on social media in the context of employer branding at the 2009 Universum Awards in Stockholm, Sweden on March 26, 2009

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  • <br />
  • interesting life; a way of thinking about the web <br />
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  • editorships - newspapers are dying <br /> hierarchies are crumbling <br /> media of the masses; technology <br />
  • openness drives innovation and trust <br />
  • technology <br />
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  • connected, exponential growth, global (within language zones) <br />
  • web content that is intrinsically social; noone believed the newspapers were doomed back in the 90s; this is were all important conversations will take place <br />
  • different media for different purposes <br /> real versus anonymous people <br /> innovate versus commercial success <br /> convergence <br /> viral components <br /> Marshall McLuhan <br /> <br /> <br />
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  • advertsing age in feb 2009: 400 CMOs <br />
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  • Blurb - tapping into the right ecosystem <br /> <br /> <br /> <br />
  • everything gravitates towards simplicity <br /> important to understand your tools - your audience does <br />
  • Written by a young employee. <br />
  • connected profiles; real people <br /> think of party conversations <br /> how many are on Facebook? <br />
  • Anonymous reviews of companies <br /> What are people saying about you? <br /> <br />
  • follow / follower <br />
  • data mining <br />
  • Understand new tools <br /> it’s new so experiment <br />
  • democratization of information and networks <br /> embrace, learn, understand, do <br /> like teenagers on first date <br />
  • <br />
  • complex area to cover in 45 minutes <br />
  • feel free to send emails with questions, thoughts and feedback <br />

Universum Awards 2009 Universum Awards 2009 Presentation Transcript

  • Growing employer brands online using social media tools Per Håkansson Universum Awards, Stockholm, March 26, 2009
  • change startups 15 years universum going global perspective stanford st.gallen san francisco silicon valley per blurb.com consumer web london yahoo! disruptive technology icon medialab barcelona business strategic internet advisor
  • Agenda The new open world What is social media? Evolution of the web Employer toolbox Recommendations & ideas Questions
  • The wall between companies and their markets has fallen
  • Which creates transparency
  • The key driver is the web
  • And the web changes everything... ;)
  • Imagine everyone having access to their own free printing press...
  • Their own megafon...
  • Access to people...
  • Connected across the world...
  • In real-time...
  • Enabling anyone to rate, comment, review or tag any content
  • CONVERSATIONS
  • Social Media!
  • Evolution of Consumer Web Internet [Communication tools] Audience 1.6BN 1.5BN SOCIAL MEDIA MICRO MOBILE BLOGGING SOCIAL 1BN NETWORKS VIDEO COMMENTS RSS CALLING USG IM GROUPS API VOIP VIDEOSHARING WEBMAIL BLOGS 0.5BN THUMBING FORUMS MOSAIC PHOTOSHARING MB LISTS TAGGING Year 1995 2000 2005
  • RIGHT NOW talented people are engaging in online conversations about your company as a place to work
  • WOW! What an opportunity to really connect!
  • BUT Only 16%* of companies monitor what’s being said about their brand online Advertising Age, Feb 2009
  • So what does all this mean for you?
  • Reflections It’s not the content, it’s the conversation From mass media to media of the masses A new ecosystem for human interaction Social networks are the new infrastructure People care more about tools than content Openness, transparency and accessibility Non-linear ecosystems
  • The Social Media Toolbox Content platforms Feedback tools Social networks Lifestreams & feeds Analytics
  • Content Platforms Content created by anyone for everyone to consume, comment and evolve Blogs Video Podcasting Groups Communities Microblogging
  • Social Networks The new technology platform and lever to connect and share with everyone Personal networks Facebook MySpace Professional networks LinkedIn Xing Niche networks Ning
  • Feedback Tools Agree, disagree, contest, argue, debate, challenge, review, rate and comment Comments Reviews Ratings Thumbing Q&A Reputation
  • Lifestreams & Feeds Online records of daily activities via feeds or aggregators RSS Facebook LinkedIn Twitter What are you doing? 140 characters (SMS) FriendFeed
  • Analytics How to monitor what people are saying about your company as a workplace Google Analytics Social Mention Trackur Glassdoor.com RSS Technorati
  • Recommendations How to join the global conversation about your company as a great place to work Identify clear objectives Hire the right web people Know thy audience - identify influencers Listen. Learn. Share. Interact. Invite. Start small, experiment and fail fast Be honest, be open, be your brand What cannot be measured cannot be improved
  • Summary Embrace the open movement Look beyond the prevalent technologies Social media is about connected conversations But nothing happens without infrastructure Join the right / relevant ecosystem
  • QUESTIONS?
  • Contacts & Feedback Per Håkansson Strategic internet advisor per.hakansson@gmail.com www.perhakansson.com