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Using Social Media Lessons for Brand Strategy


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CB Social's Senior Director of Emerging Media Solutions, Michelle Spellerberg, on how CareerBuilder uses what we learn from social media to support a multi-channel branding strategy.

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Using Social Media Lessons for Brand Strategy

  1. 1. Using Social Media Learnings for Overall Brand Strategy Presented By: Michelle Spellerberg Sr. Director, Emerging Media Solutions @mspellerberg #socialc20
  2. 2. CareerBuilder Three Segments <ul><ul><ul><li>Employers </li></ul></ul></ul><ul><ul><ul><li>Job Seekers </li></ul></ul></ul><ul><ul><ul><li>Employees </li></ul></ul></ul>
  3. 3. <ul><li>For Job Seekers </li></ul><ul><li>For Employers </li></ul>CB Core
  4. 4. <ul><li>Vertical </li></ul><ul><li>Diversity </li></ul><ul><li>Career-Building Resources </li></ul>CB Other Want More?
  6. 6. What Job Seekers Want Source: 2010 Personified Social Media Survey 73% want to see jobs
  7. 7. The Social Job Seeker <ul><li>55% said interacting with a company via social media gives them a stronger connection to the brand </li></ul><ul><li>71% expect a company to respond to questions on social media </li></ul><ul><li>40% are more likely to apply to a job at a company with a social media presence </li></ul>Source: 2010 Personified Social Media Survey
  8. 8. <ul><li>Ask what your customers want </li></ul><ul><li>Make it relevant </li></ul><ul><li>Personalize communications </li></ul><ul><li>Find your brand advocates </li></ul><ul><li>Talk about yourself only </li></ul><ul><li>Be bland </li></ul><ul><li>Respond to only questions and negative posts </li></ul><ul><li>Be afraid to have some fun </li></ul>Be Customer Centric DO DON’T
  9. 9. Make It Easy
  10. 10. Easy To Do Business With
  12. 12. <ul><li>Create new content </li></ul><ul><li>Form relationships with your customers </li></ul><ul><li>Use your biggest brand advocates: your employees </li></ul><ul><li>Share responsibilities with other departments </li></ul><ul><li>Auto feed your blog to other platforms </li></ul><ul><li>Give incomplete answers </li></ul><ul><li>Be afraid to have some fun </li></ul>Be Empowering DO DON’T
  13. 13. Thought Leadership
  14. 14. CB Community Builders <ul><li>Community promise has helped community managers and our community </li></ul><ul><li>Cut down on internal questions </li></ul><ul><li>Have an emergency preparedness plan / hierarchy of where certain questions go </li></ul>
  15. 15. BE INFINITE
  16. 17. Yeknom Inc.
  17. 18. <ul><li>Bring them back for more </li></ul><ul><li>Be social media agnostic </li></ul><ul><li>Give them a reason to share </li></ul><ul><li>Allow multiple way to personalize </li></ul><ul><li>Provide dead ends </li></ul><ul><li>Be self centric </li></ul><ul><li>Get ahead of the technology curve </li></ul><ul><li>Create it and leave it </li></ul>Be Infinite DO DON’T
  18. 19. Monk-e-mail
  19. 20. Monk-e-maker
  20. 21. Communication is Changing: Change With It INNOVATION PROCESS Be Infinite Be Customer Centric Be Empowering
  21. 22. But Wait, There’s More! <ul><li>Michelle Spellerberg </li></ul><ul><li>[email_address] </li></ul><ul><li>@mspellerberg </li></ul><ul><li> </li></ul><ul><li>CB Social Solutions </li></ul><ul><li>@cb_social </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>