Social Media for Recruitment Companies

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A presentation to the Future Elite Leaders in London in July 2012

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  • But this is what the buyer is dealing with. What the line colours mean.The point here is, I think we’re probably aware that our buyers lives are much like our own. We’re busy, we hate being interrupted, and we’re not going to welcome every salesperson with open arms.
  • Something we’re already talked about today is the buyers’ journey. And if you didn’t already know how complex that can be, this graphic indicates just how many sources of information today’s buyer has available.
  • How are buyers coping with this? Well, they’re going online to do their own research.3:1:1 is an important ratio for us, talked about in Peter O’Neil’s session. Buyers and influencers of high consideration solutions find 70% of the content they consume on their own during the buying process. 15% of the content that they consume is typically sent to them by marketers and the remaining 15% is delivered to them by sales (or an indirect sales channel).Our US and European B2B Social Technographics Survey showed that business technology buyers significantly surpass even US consumers in their use of social media. Overall, 86% of business technology buyers engage in some kind of social activity for business purposes.And buyers are becoming more selective in which social media channels they use, adjusting their behaviours to make these tools work best for them.The point is that our buyers are online finding out about technology. And they’re doing this with the ultimate intention of making a purchase. So, I think I hardly need ask you, would we like to be able to talk to these people? And are they likely to include some good prospects?
  • Social Media for Recruitment Companies

    1. 1. Social Media for Recruitment Companies By Colm Hannon eSocialMedia To Future Elite Leaders www.eliteleaders.co.uk London July 25th 20121 © 2011 Forrester Research, Inc. Reproduction Prohibited
    2. 2. eSocialMedia eSocialMedia is an enterprise social media consultancy based in London We help B2B companies achieve real business value from having online interactions with clients and talent2 © 2011 Forrester Research, Inc. Reproduction Prohibited
    3. 3.  Business decision makers are time poor with over 50 hours of backlogged work on their desk. Cold calls are ignored by 73% of decision makers and emails are becoming less and less effective. Two out of three decision makers place more trust in their own research than in information provided by a salesperson – Market Transformations3 © 2011 Forrester Research, Inc. Reproduction Prohibited
    4. 4. Why Online Social Interaction in B2B? 4 © 2011 Forrester Research, Inc. Reproduction Prohibited
    5. 5. Today’s Empowered Buyer5 © 2011 Forrester Research, Inc. Reproduction Prohibited
    6. 6. Buyer Strategies for Technology Research  Tech buyer’s find 70% of purchasing information on their own  86% of business technology buyers engage in some kind of social media activity for business purposes  [Business technology buyers are] adjusting their social behaviours in their quest to find engagements that provide them with real business value6 © 2011 Forrester Research, Inc. Reproduction Prohibited
    7. 7. The Bar Analogy7 © 2011 Forrester Research, Inc. Reproduction Prohibited
    8. 8. Agenda • Why online social interaction? • How to structure your process • What are SMEs doing? • What are Multinationals doing? • Questions for me8 © 2011 Forrester Research, Inc. Reproduction Prohibited
    9. 9. Why Online Social Interaction in B2B? • Your target audience is online • They like to interact with people about things that matter to them • If you do it well you get more meetings and more business • Most competitors are not interacting well online, so there is an opportunity 9 © 2011 Forrester Research, Inc. Reproduction Prohibited
    10. 10. Benefits of Online Social Interaction • Market intelligence • Build brand and reputation • Product development • Keep in touch with more clients and be front of mind for upsell • Sourcing prospects opportunities • Competitor analysis • Engage talent and hire directly • Operational efficiency over calls and email • Customer service savings over call centers • Build rapport and relationships online • Faster and cheaper internal and external comms10 © 2011 Forrester Research, Inc. Reproduction Prohibited
    11. 11. But More Importantly... Get More Meetings!11 © 2011 Forrester Research, Inc. Reproduction Prohibited
    12. 12. eSocialMedia’s Process for SMEsThis methodology is in five parts: Plan Infrastructure Listen Target Engage12 © 2011 Forrester Research, Inc. Reproduction Prohibited
    13. 13. Plan • Business Objectives? • Target Audience? • Social Interaction Related Objectives? • Quantifiable Value? • Who Cares? • Resources?13 © 2011 Forrester Research, Inc. Reproduction Prohibited
    14. 14. Infrastructure14 © 2011 Forrester Research, Inc. Reproduction Prohibited
    15. 15. Traffic – Department Blog:Website 8:115 © 2011 Forrester Research, Inc. Reproduction Prohibited
    16. 16. Listen Other tabsdisplay relevant videos, conversations Googleand competitor news mentions summary RSS News feeds Conversations on forums Conversations on blogs 16 © 2011 Forrester Research, Inc. Reproduction Prohibited
    17. 17. Target • The key to social media conversation is CONTENT • Based on what you have learned from the monitoring define a CONTENT STRATEGY to build a ‘warehouse’ of answers for questions your target audience is asking • Turn this into a CONTENT SCHEDULE so you can produce a variety of blogs, videos, etc over the coming months • Define your TAGGING plan so that this content can be found and spread throughout the social space17 © 2011 Forrester Research, Inc. Reproduction Prohibited
    18. 18. Engage Staff should be trained on: • Starting online conversations • Online conversational etiquette • How to seed conversations in various conversational spaces • How to re-use other interesting content • Best practice guides for blogging, tweeting, etc • Using the tools and infrastructure to engage with clients18 © 2011 Forrester Research, Inc. Reproduction Prohibited
    19. 19. Does It Work For SMEs?19 © 2011 Forrester Research, Inc. Reproduction Prohibited
    20. 20. Does It Work For SMEs?20 © 2011 Forrester Research, Inc. Reproduction Prohibited
    21. 21. What Are Multinationals Doing?21 © 2011 Forrester Research, Inc. Reproduction Prohibited
    22. 22. Skype22 © 2011 Forrester Research, Inc. Reproduction Prohibited
    23. 23. Contact Twitter @ColmHannon Colm.Hannon@esocialmedia.co.uk Skype: Colm.Hannon23 © 2011 Forrester Research, Inc. Reproduction Prohibited

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