Tools to Humanize Your Organization: Using Social Media in Attraction & Retention Paul Gillin Petroleum Human Resources Council of Canada April 2, 2009

Selling Big Iron

The Many Arms of Social Media From Robert Scoble Courtesy RightNow Technologies

2008 Newspaper Layoffs Source: Erica Smith (graphicdesignr.net)

Media Facts Direct mail performance is declining Traditional media is contracting Teens watch TV 60% less than their parents Teens are online 600% more than their parents In 1965, 80% consumers could be reached with three 60-second TV spots In 2002, that required 117 TV spots

Direct mail performance is declining

Traditional media is contracting

Teens watch TV 60% less than their parents

Teens are online 600% more than their parents

In 1965, 80% consumers could be reached with three 60-second TV spots

In 2002, that required 117 TV spots

New Media Rules New voices are gaining influence Marketers are becoming publishers You can now control the message Use all means at your disposal It’s cheap if you know the tricks

New voices are gaining influence

Marketers are becoming publishers

You can now control the message

Use all means at your disposal

It’s cheap if you know the tricks

Traditional communications

New reality

The Numbers Active blogs on the Internet: 25-40 million Social networks: 2,900 Social network service providers: >100 Active Facebook members: 175 million Corporations with social media campaigns: >300 Photos on Flickr: 3 billion Daily Twitter messages: 6 million Pres. Obama’s Facebook friends: 5.9 million

Active blogs on the Internet: 25-40 million

Social networks: 2,900

Social network service providers: >100

Active Facebook members: 175 million

Corporations with social media campaigns: >300

Photos on Flickr: 3 billion

Daily Twitter messages: 6 million

Pres. Obama’s Facebook friends: 5.9 million

How We Share Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Consumer influence channels Source: Universal McCann Erickson

Meet the new influencers Steve Hall Philipp Lenssen Paige Heninger & Gretchen Vogelzang

Conversations Go Mainstream

New Kids On The Block “ Active reach in what Nielsen defines as "member communities" now exceeds e-mail participation by 67 percent to 65 percent. What's more, the reach of social networking and blogging venues is growing at twice the rate of other large drivers of Internet use such as portals, e-mail and search.” -MediaWeek, 3/9/09

The Power of Friending Profile Friends Groups

Next Stage of Technology Source: McKinsey & Co.

Put Communities to Work Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Support Product lifecycle

Just For Consumers? Think Again Oil & Gas Pros Manufacturing Engineers Farmers Engineers Physicians

Reports From the Field “ InterContinental Hotels Group has been astounded by the results of its communities and has credited them with a 400% ROI. Traditional one-time focus groups or surveys are no longer necessary… members are now 20% more likely to recommend a stay at an IHG property than before.” From an application for Society of New Communications Research 2008 Excellence Awards

Take It To the Public Reinforce Brand Bypass Gatekeepers Create Brand Ambassadors Educate Customers

International flavor Source: Technorati, April, 2007

Recruitment

Trusted Advice Your expertise is just as valuable as that of a media authority

Grass-roots promotion

Lobbying

Awareness

Product Development

Ear to the Ground

Promote Yourself

Secrets of Engagement Embrace the power of micro community Speak to people as people Enable sharing and linking Filter and aggregate for insight Make it a club Show that you care Never edit or censor

Embrace the power of micro community

Speak to people as people

Enable sharing and linking

Filter and aggregate for insight

Make it a club

Show that you care

Never edit or censor

Success Takes Time Daily visits 3X to 4X week 14 average Consider spinoffs 53+ Make top 10 results for targeted queries Traffic becomes self-sustaining 40-52 Gain search traction Generate inbound links 14-39 Build awareness Show steady growth 1-13 Goal Week

Daily visits 3X to 4X week 14 average

Consider spinoffs

Make top 10 results for targeted queries

Traffic becomes self-sustaining

Gain search traction

Generate inbound links

Build awareness

Show steady growth

Thank you! Paul Gillin 508-202-9807 [email_address] .com www.gillin.com Twitter: pgillin Available on Amazon or from NewInfluencers.com Available on Amazon or from SSMMBook.com