Golden Rule #1: It means that whilst the theories and structure is a good foundation it does nothing to substitute the fact that, at its heart, marketing is one person talking to another one person.
Marketing fashions come and go but the underpinning principle is that of communication and conversation. Social media will not change the world… it won’t kill off the brochure or the letter. Just as some like to receive information in the post, others prefer a text. Understanding that people are individuals is important.
Golden Rule #2: Social media only works when it’s integrated into a fully rounded marketing strategy, covering all media techniques. The best social media crosses the boundaries and links things up.
Golden Rule #3: The best social media starts by working out the destination and the call to action.
A fact you cannot argue against is that marketing is founded in ‘needs’ and ‘wants’… and they are different.
You’ve studied ways to segment, based on technological but the most successful form of segmentation in marketing is based around need. Just because I’m female, married, aged between 28 and 35 and have a Facebook account that I use every day, regularly commenting on blogs, it does not automatically follow that I want to enter into a blogging competition for women with babies, run by Pampers. The most successful marketing, and in particular emarketing, understands the person it is talking to and remembers that they are real people.
It is important to remember that these are not dictated by the product or service that you are marketing but by the people to whom you speak. If you understand them then that will tell you whether you have a business.
Golden rule #4: Stop thinking about what you need people to know and start thinking about what they need to hear.
For example, if we take the examples used in week 1, Harry Potter. What are the people following Harry Potter in need of? Question, a social life… but in reality the people may be driven by a host of needs – community being one of the key ones. A community of like-minded people. The people interested in Telly Tubbies will be different. You may have a number of audiences (parents and teachers, as well as children) and each will have a different need/want.
You’ve been given a perfect example of a marketing strategy but a glossy marketing plan… a work of academic art… will not sell soap powder. It won’t generate sales or loyalty or demonstrate excellent customer service.
Golden Rule #5: The most important thing is that whatever you come out with has a clear, common sense action plan at the end that can be implemented.
It’s also important to remember that at some point you will come up against people that want to progress based on gut instinct. You won’t stop them, even if it isn’t grounded in research, and they’ll want to strike NOW. So what do you do? You use your gut instinct, and expertise, too. You get stuck in and try to understand what their needs and wants are… what do they know that you don’t? How can you apply your market understanding to what they want to achieve.
Golden Rule #6: Beware of competitors. Competitor analysis is important but it is not the most important thing. It’s just as valid a proposition to be better, as to be different. Be aware of, but be confident enough not to be directed by competitors.
Golden Rule #7: Techniques will come and go but good marketing principles will remain. If you understand: Who What Why You won’t go far wrong. Golden Rule #8: The platform doesn’t dictate the activity you do… the message and the people do. Before we start delving into the different platforms we must first understand what we need to achieve. In many ways this is the thing that will decide what we need to do. Many companies say that they ‘need’ a Facebook page or a Twitter feed but few stop to ask themselves ‘why’. These are the 41% of users that haven’t tweeted since they set up their accounts. Saying that you have a target audience of creators does not necessarily follow that you automatically need to have a blog or a Facebook page. If there is no need for them to ‘create’, they won’t. You need to first work out all of the above and then that will tell you the best place to present it, and supporting strategy. Let’s work through the process and see how it works…
Social media and recruitment morgan cole_lunch_club
I don’t get it…
You mean social media is just another
Some reasons social media helps you get the best people
• Monitor your brand – what are people saying about you
and your world?
• Keep in touch
• Announce jobs, events or campaigns
• Promote expertise and USP
• Listen – Talk – Engage - Communicate
• Build relationships
• All roads lead to Rome
• Piggy backing
Some more things to think about…
40% of internet traffic is mobile… ready?
62% of adults use social media every day
1 billion Facebook users
600 million tweeters
202 million LinkedIn members
And we haven’t even talked about Pinterest and Google
A quick quiz…
What social network crossed the 10 million mark faster
than any other standalone site in history?
What social network is considered the world’s largest
professional network on the Internet with 150 million+
members in over 200 countries and territories?
What social network has over 1 million links shared in
What social network has 11 accounts created every
Some background statistics…
Report 2013: Social
recruiting activity in
What % of jobs are posted to one or more social networks?
Average number of job posts by UK nation
How do we fare by social network?
And what about by industry?
Wider statistics from Bullhorn…
Of the online population surveyed:
21% were active job seekers – in touch with recruiters and
circulating their profiles/CV
15% were tiptoers – thinking about a career move, reaching out
44% were explorers – not actively looking but willing to discuss
the right opportunity
20% were super passive – happily employed and not interested
in new opportunities
Some background statistics…
In the last year…
78% of recruiters have hired through a social network.
LinkedIn remains the king of searching (96%),
contacting (94%), vetting (92%) and keeping tab of
42% have reconsidered a candidate based on content
viewed in a social profile, leading to both positive and
Recruiters reported a jump in time to hire (33%), the
quality of candidates (49%) and the quantity of
59% of the highest quality candidates came through
Getting it right
Ways to recruit…
Brand development and communications
Job search apps (eg. Facebook)
Included in the application process
Within the job spec
Ways to research…
2. Work history
5. Other information
8. Group affiliations
9. Comments and links
10. Other companies they’re interested in
Working out what to do is no more than…
1. What do you want to achieve?
3. Who you’re talking to?
4. About what?
7. How will you know it worked?
The golden rules…
1. Marketing is one person talking to another one person
2. It’ll only work if it’s integrated
3. Know where you’re going and what you need to happen
4. That’s enough about you… what do they need?
5. Common sense must prevail
6. Beware of competitors
7. Good marketing principles will win out…
8. As will good recruitment principles…
9. The platform doesn’t dictate the activity
10. Plan it out