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Leveraging Social Media for Executive Careers

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Global Cleantech Entrepreneur Bryan Guido Hassin shares why and how social media marketing best practices should be used for your own professional branding. This presentation was originally given 2010-08-07 to the IMD Business School MBA class of 2010 and has been updated and re-presented to the classes of 2011, 2012, 2013, and 2014. A video of this presentation is available at http://youtu.be/y3NvVDVBhuA

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Leveraging Social Media for Executive Careers

  1. 1. Leveraging Social Media for Executive Careers Bryan Guido Hassin, IMD MBA 2008 @guido23
  2. 2. Houston Austin Houston Lausanne Lausanne Nairobi Houston I am a global cleantech entrepreneur with Web technology background 2
  3. 3. Social Media is a very powerful marketing tool for careers 3 • Social Media is a very powerful marketing tool • Social Media marketing best practices work for careers • Specific tactics for using LinkedIn
  4. 4. Social Media is a very powerful marketing tool – why? Low Cost / High Return Risks 4
  5. 5. Social Media is a very powerful marketing tool – how? Social Media Marketing Best Practices • Target audiences with appropriate media • Tell a story • Be transparent, open, honest • Don’t just talk; listen • Measure, measure, measure 5
  6. 6. You may already know the SICK criteria for social media success • Segmented - Objectives, Customers, Applications • Implementation - Kenneth Cole #fail, United guitar #fail, Nestle orangutan #fail • Critical Mass – 5,000 followers, 100 active/engaged community members • Knowledge Integration - Measurement, Analysis, Action 6Dr. Michael Wade, IMD
  7. 7. Social Media marketing success stories - Zappos 7 Targeting, transparency, storytelling http://mashable.com/2009/02/06/social-media-smartest-brands/
  8. 8. Social Media marketing success stories - Blendtec 5x increase in sales! 8http://mashable.com/2009/02/06/social-media-smartest-brands/
  9. 9. Social Media marketing success stories - Starbucks 9 Transparency, listening for brand loyalty http://mashable.com/2009/02/06/social-media-smartest-brands/
  10. 10. Social Media marketing success stories - Comcast 10 Exceptional customer service from a utility?? http://mashable.com/2009/02/06/social-media-smartest-brands/
  11. 11. Social Media marketing success stories – Old Spice Increased sales 107% in one month! 11http://mashable.com/2010/07/27/old-spice-sales/
  12. 12. Social Media is a very powerful marketing tool for careers 12 • Social Media is a very powerful marketing tool • Social Media marketing best practices work for careers • Specific tactics for using LinkedIn
  13. 13. Social Media marketing best practices work for careers – why? 13 Low Cost / High Return Risks
  14. 14. You must take control of your professional brand online • We live in a connected world; don’t try to hide • Google exposes lots of information about you • But you can control what appears at the top of search results for you • Professional brand SEO: – Maintain updated, on-brand public profiles – Generate relevant, on-brand online activity 14
  15. 15. Example: Googling me reveals my professional brand 15 Blog Profile Profile Blog Profile Profile Presentations
  16. 16. Social Media marketing best practices work for careers – how? 16 Social Media Marketing Best Practices • Target audiences with appropriate media • Tell a story • Be transparent, open, honest • Don’t just talk; listen • Measure, measure, measure
  17. 17. Social Media marketing for careers: this is not targeted! 17
  18. 18. Social Media marketing for careers: target with appropriate media mix 18 Personal Networks Professional Networks Content Publishing Content Sharing Media Publishing Example Career: Industry Technology Entertainment
  19. 19. Social Media marketing for careers: Tell a story • Paper CVs are static, boring – They are seen once and kept or [usually] discarded – This is a direct sales push marketing tool • Your online professional brand is dynamic, engaging – It tells an ongoing story of your goals, successes – People can follow, share, and even participate in your story – This is a brand pull marketing tool 19
  20. 20. Social Media marketing for careers: Tell a story • Use content publishing media • Use status updates on social networks 20
  21. 21. Social Media marketing for careers: Be transparent, open, honest • Share failures as well as successes • Share vulnerabilities, fears as well as goals • It makes you more human, believable • It makes your story more engaging • People will line up to help you out! 21
  22. 22. Social Media marketing for careers: Don’t just talk; listen • Your brand is interactive; participate in communities and discussions – Increases your brand’s credibility – Keeps your finger on the pulse of your area – Subtly promotes your brand to target market • Research hiring managers, execs, potential business partners in advance (Tool recommendation: rapportive) 22
  23. 23. Social Media marketing for careers: Don’t just talk; listen • Retweet relevant articles, tweets • Comment/like/share relevant posts on social networks • Join relevant groups on social networks • Tool recommendation: Quora 23
  24. 24. Social Media marketing for careers: Measure, measure, measure • You can’t manage what you don’t measure! • Choose meaningful metrics that align with your career objectives, for example: • Personal website/blog • Twitter Followers • LinkedIn Connections • Facebook Friends 24
  25. 25. Social Media marketing for careers: Measure with Klout 25
  26. 26. Social Media marketing for careers: Measure with PeerIndex 26
  27. 27. The SICK criteria apply to your own professional branding too • Segmented - Objectives, Customers, Applications • Implementation - Kenneth Cole #fail, United guitar #fail, Nestle orangutan #fail • Critical Mass – 5,000 followers, 100 active/engaged community members • Knowledge Integration - Measurement, Analysis, Action 27Dr. Michael Wade, IMD
  28. 28. Social Media career marketing success stories: Justin Bieber 28 Professional branding on YouTube led to discovery and lucrative recording career Rebecca Black may be a success story too (170M YouTube views) but the jury is still out!
  29. 29. Social Media career marketing success stories: Alec Brownstein 29 • Job seeker bought Google Adwords for names of five top advertising execs • Whenever they googled themselves they saw his ad: • He got four interviews and two job offers!
  30. 30. Social Media career marketing success stories: Bryan Guido Hassin • Goal: establish “global cleantech entrepreneur” brand 30 There I am => And there => And there => And there => And there =>
  31. 31. Social Media career marketing success stories: Bryan Guido Hassin • Result: completed a fundraising round via social media branding • Posted fundraising opportunity on twitter, facebook, LinkedIn • Investors were already familiar with my story => very little selling necessary 31
  32. 32. Social Media career marketing #fail stories: Jacqueline Howett 32 Author gets catty on blog that gives her a sub-par review Career suicide Author engages in flame wars with other blog readers / commenters http://booksandpals.blogspot.com/2011/03/greek-seaman-jacqueline-howett.html
  33. 33. Social Media is a very powerful marketing tool for careers 33 • Social Media is a very powerful marketing tool • Social Media marketing best practices work for careers • Specific tactics for using LinkedIn
  34. 34. First things first: establish a strong brand destination with your profile 34 http://topdogsocialmedia.com/linkedin-marketing-infographic/
  35. 35. Step 2: Build up your existing network • Be selective about your relationships – Quality > Quantity 35
  36. 36. Step 3: Ask for recommendations 36
  37. 37. Step 4: Join targeted groups 37
  38. 38. Step 5: Search by industry, company, geography, and more 38
  39. 39. Step NEVER: Send default connect requests 39
  40. 40. Step 6: Use “Introduce Me” for best results 40
  41. 41. Step 7: Use LinkedIn for Market Intelligence 41
  42. 42. Bonus: a new tool for graphically displaying your LinkedIn profile http://vizualize.me/ 42
  43. 43. Leveraging Social Media for Executive Careers Bryan Guido Hassin, IMD MBA 2008 @guido23

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