Using Social Media Learnings for Overall Brand Strategy

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Presentation about how CareerBuilder has used social media to improve its overall brand strategy. Given at the 2011 Social Media & Community 2.0 Strategies Conference in Boston, MA on April 6, 2011.

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Using Social Media Learnings for Overall Brand Strategy

  1. 1. #socialc20Using Social Media Learnings forOverall Brand StrategyPresented By:Michelle SpellerbergSr. Director, Emerging Media Solutions@mspellerberg@ ll b
  2. 2. CareerBuilder Three Segments Employers Job Seekers Employees
  3. 3. CB Core For Job Seekers For Employers
  4. 4. CB Other http://www.careerbuilder.com/socialmedia Career-Building Resources Vertical Diversity
  5. 5. BE CUSTOMER CENTRIC
  6. 6. What Job Seekers Want Responses to real issues the company is facing Responses to real issues the company is facing Passive Active Contests and give‐aways The company having fun with its fans Career advice 73% Questions and answers want Company recognition or awards to t see Photos of company events jobs Current employee experiences or testimonials New job opportunities 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%Source: 2010 Personified Social Media Survey
  7. 7. The Social Job Seeker 55% said interacting with a company via social media gives them a stronger connection to the brand 71% expect a company to respond to questions on social media 40% are more likely to apply to a job at a company with a social media presenceSource: 2010 Personified Social Media Survey
  8. 8. Be Customer Centric DO DON’T • Ask what your • Talk about yourself only customers want • Be bland • Make it relevant • Respond to only • Personalize questions and negative communications posts • Find your brand • Be afraid to have some advocates ad ocates fun f n
  9. 9. Make It Easy
  10. 10. Easy To Do Business With
  11. 11. BE EMPOWERING
  12. 12. Be Empowering DO DON’T • Create new content • Auto feed your blog to other platforms • Form relationships with your customers • Give incomplete a s es answers • Use your biggest brand advocates: your • Be afraid to have some employees fun • Share responsibilities with other departments
  13. 13. Thought Leadership
  14. 14. CB Community Builders Community promise has helped community managers and our community Cut down on internal questions Have an emergency preparedness plan / hierarchy of where certain questions go
  15. 15. BE INFINITE
  16. 16. Yeknom Inc.
  17. 17. Be Infinite DO DON’T • Bring them back for • Provide dead ends more • Be self centric • Be social media ag ost c agnostic • Get ahead of the technology curve • Give them a reason to share • Create it and leave it • Allo m ltiple way to Allow multiple a personalize
  18. 18. Monk-e-mail www.careerbuilder.com/monk-e-mail
  19. 19. Monk-e-maker
  20. 20. Communication is Changing: Change With ItINNOVATION PROCESS Be Infinite Be Be Customer Empowering Centric
  21. 21. But Wait, There’s More! Michelle Spellerberg michelle.spellerberg@careerbuilder.com @ p @mspellerberg g linkedin.com/in/michellespellerberg CB Social Solutions @cb_social slideshare.net/cbsocial flickr.com/cbsocial thehiringsite.careerbuilder.com www.careerbuilder.com/wantme

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