YouTube & You Too! Using Viral Video In Recruiting 12/17/08

Who We Are: About Tunheim Partners Well-regarded thinking and crisp execution – these are the building blocks of Tunheim Partners. Our clients turn to us to help them capitalize on important communications opportunities. We respond with insightful counsel and service to help them achieve their objectives.

Well-regarded thinking and crisp execution –

these are the building blocks of Tunheim Partners.

Our clients turn to us to help them capitalize

on important communications opportunities.

We respond with insightful counsel and service

to help them achieve their objectives.

David Erickson, Director of e-Strategy As director of e-Strategy, Tunheim Partners’ Internet marketing practice, David Erickson specializes in strategic online communication. David has been marketing online since 1995, first as a freelancer, and then in 1997 as the founder and president of e-Strategy. For the next 10 years, David had a close partnership with New School Communications, during which time he conceived and executed countless strategic Internet marketing plans on behalf of his and New School's public relations and public affairs clients. David joined Tunheim Partners as part of the New School Communications acquisition. Erickson is a student of how people use technology to communicate, and that fascination informs his work. He is a "first adopter" of the latest technologies because he wants to understand how they can be used as marketing tools. David's work has included: executing a national online media relations campaign for a presidential e-debate for the 2000 election, using e-mail marketing as an expert positioning tool, optimizing electronic press kits and press releases for the retail and fashion industries, conducting search engine marketing for numerous clients, designing and carrying out a sports marketing viral video campaign, and implementing social media optimization and marketing campaigns. David's training in the visual and language arts and his experience in retail, advertising, market research and public relations all contribute to his expertise in Internet marketing. He taught himself the technologies needed to implement online communication strategies, so he understands how Web technologies work as communications vehicles. David also has personal experience with delivering effective messages: he has written advertising copy and articles for publications, produced Web publications of his own, appeared as a pundit and commentator for media outlets, and co-hosted his own radio show. David blogs about Internet marketing at e-strategyblog.com . David earned his B.A. from Coe College in Cedar Rapids, Iowa, where he studied art and writing. He is a former Hubert H. Humphrey Policy Forum Fellow. When he's not scheming up clever new ways to communicate online, David can be found playing or watching football or reading...but most likely playing football. ” Reality is nine-tenths perception.” – Anonymous

What Is Viral? Content that spreads naturally Word of mouth, forwarded, bookmarked, voted upon, embedded, linked to, shared & commented upon There is no formula Lots of luck involved, It’s not easy Compelling content Funny helps, parody of the medium

Content that spreads naturally

Word of mouth, forwarded, bookmarked, voted upon, embedded, linked to, shared & commented upon

There is no formula

Lots of luck involved, It’s not easy

Compelling content

Funny helps, parody of the medium

Online Video Usage 80% of internet users viewed online video this year YouTube is the third largest search engine Tina Fey as Sarah Palin SNL video was watched more times on the web than TV By 2012, video-related content will comprise 49% of Internet traffic 6.5 million Americans watched mobile video in August 2008 AT&T leads the way = iPhone

80% of internet users viewed online video this year

YouTube is the third largest search engine

Tina Fey as Sarah Palin SNL video was watched more times on the web than TV

By 2012, video-related content will comprise 49% of Internet traffic

6.5 million Americans watched mobile video in August 2008

AT&T leads the way = iPhone

Where Are They Watching Online Video? Millennials/Xers use their computer Millennials/Xers use their phones Millennials more likely to use iPod or PSP than Xers Google/YouTube = 55% Yahoo! = 7% Time Warner/CNN = 4% NBC Universal = 4% Fox/MySpace = 4% Compete, Inc. – Sept. 2008 Video market share

Millennials/Xers use their computer

Millennials/Xers use their phones

Millennials more likely to use iPod or PSP than Xers

Google/YouTube = 55%

Yahoo! = 7%

Time Warner/CNN = 4%

NBC Universal = 4%

Fox/MySpace = 4%

Video viewing most common among Millennials Male/Female parity Women like network TV video sites Men like video sharing sites 35-54 year olds who recently watched video has jumped to 60%, up from 49% in December 2007 Who Is Watching Online Video? Neislen Online – Feb. 2008 re gender differences

Video viewing most common among Millennials

Male/Female parity

Women like network TV video sites

Men like video sharing sites

35-54 year olds who recently watched video has jumped to 60%, up from 49% in December 2007

Who Is Your Audience? Know your demographic Match that demographic Millennials, Xers, Boomers What search phase are they in? Passive Research Ready to apply What do they know? What would they be watching online?

Know your demographic

Match that demographic

Millennials, Xers, Boomers

What search phase are they in?

Passive

Research

Ready to apply

What do they know?

What would they be watching online?

When In Rome… …speak as the Romans do Tone of Communications Appropriate tone for appropriate audience Older, executive positions = More formal Millennial, lower level positions = Casual, informal Internet is conversational Adopt conventions of the medium, when appropriate Bedroom web cam pitch for teen jobs

…speak as the Romans do

Tone of Communications

Appropriate tone for appropriate audience

Older, executive positions = More formal

Millennial, lower level positions = Casual, informal

Internet is conversational

Adopt conventions of the medium, when appropriate

Bedroom web cam pitch for teen jobs

Company Research Think as prospect Company web site Search Engine Optimization YouTube videos within Google results YouTube searches Reputation management Social networks Find current employees

Think as prospect

Company web site

Search Engine Optimization

YouTube videos within Google results

YouTube searches

Reputation management

Social networks

Find current employees

Web Site Demonstrate rather than tell Company culture, facilities, activities Match demographics Include passionate employee testimonials Video job descriptions Include good and bad Use persuasive video Apply online, next to form

Demonstrate rather than tell

Company culture, facilities, activities

Match demographics

Include passionate employee testimonials

Video job descriptions

Include good and bad

Use persuasive video

Apply online, next to form

Create Video Channel Use YouTube for infrastructure Embeddable, linkable Develop audience within YouTube Create valuable content Subscribers Long-term talent pool Referrals

Use YouTube for infrastructure

Embeddable, linkable

Develop audience within YouTube

Create valuable content

Subscribers

Long-term talent pool

Referrals

Social Networks LinkedIn/Facebook/MySpace Groups Share video link Facebook /MySpace Upload, Share a link, Status updates Flickr YouTube Video responses Niche video & social networking sites

LinkedIn/Facebook/MySpace Groups

Share video link

Facebook /MySpace

Upload, Share a link, Status updates

Flickr

YouTube

Video responses

Niche video & social networking sites

Blogs Post on your own blog Ask to share video Offer to employee bloggers to post Employees know other industry people Everyone likes to help Ask targeted bloggers to post Perk/Service to readers

Post on your own blog

Ask to share video

Offer to employee bloggers to post

Employees know other industry people

Everyone likes to help

Ask targeted bloggers to post

Perk/Service to readers

Email Your own email newsletter Embed graphic with play button Industry email newsletters Buy placement, play button graphic Video icon Individual emails to special prospects Video shot for specific individual Tailored messages for must-have prospects

Your own email newsletter

Embed graphic with play button

Industry email newsletters

Buy placement, play button graphic

Video icon

Individual emails to special prospects

Video shot for specific individual

Tailored messages for must-have prospects

Search Engine Optimization (SEO) Search engine optimization for major search engines YouTube videos in Google results SEO for YouTube & other video sites Titles Descriptions Tags

Search engine optimization for major search engines

YouTube videos in Google results

SEO for YouTube & other video sites

Titles

Descriptions

Tags

Search Engine Advertising Google AdWords Link to video YouTube sponsored video YouTube text ads

Google AdWords

Link to video

YouTube sponsored video

YouTube text ads

Portable Video Video Podcasts Mobile Video Embeddable Video Blogs Social networks Job sites Email

Video Podcasts

Mobile Video

Embeddable Video

Blogs

Social networks

Job sites

Email

Deloitte & Touche Film Fest Employee Film Fest Four month recruiting video contest among employees 2,000 participated More than 370 videos submitted Sept. 2007: 30,000+ views 75% shared their video Passionate, peer to peer marketing, traditional publicity youtube.com/DeloitteFilmFest

Employee Film Fest

Four month recruiting video contest among employees

2,000 participated

More than 370 videos submitted

Sept. 2007: 30,000+ views

75% shared their video

Passionate, peer to peer marketing, traditional publicity

youtube.com/DeloitteFilmFest

Contact Web Tunheim.com e-Strategy.com e-StrategyBlog.com Email [email_address] Phone 952-851-1600

Web

Tunheim.com

e-Strategy.com

e-StrategyBlog.com

Email

[email_address]

Phone

952-851-1600