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Content Creation Marketing Workshop for HR Professionals

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This is a workshop organised by Linkedin Asia Pacific and presented by Andrew Chow

Published in: Business

Content Creation Marketing Workshop for HR Professionals

  1. 1. CONTENT MARKETING WORKSHOP for HR PROFESSIONALS Organisers: Presenter: 20 April 2016 | 9.00am to 11.30am | Linkedin Asia Pacific
  2. 2. Source: Universum 2014
  3. 3. 3
  4. 4. 4 Yet look at how your career pages are being seen on mobile phones
  5. 5. Angela Ahrendts, SVP of Apple Retail Social Proofs
  6. 6. People complete 60% of the decision making process prior to any direct interacHon with the brand –and that extends to the way people now look for employment. People complete 60% of the decision making process prior to any direct interacHon with the brand
  7. 7. @ideasandrew 1 handle
  8. 8. 2 Books
  9. 9. Spirit of Service 3 Awards & Portals
  10. 10. 4 Domains
  11. 11. 5 Different Careers in 30 years 1987-1993 1993-1998 1999-2005 2005-2009 2010-
  12. 12. 6 Years in Speaking; Training & Consultancy
  13. 13. 7 Teach in CPEs or Adult Learning InsUtuUon
  14. 14. 200 Match Make 200 couples in 4 years
  15. 15. 300 Features, Interviews, MenUons and Quotes
  16. 16. SOCIAL MEDIA PlaNorm ConnecHon ConversaHon Content
  17. 17. #1 – Content CreaHon Strategy #2 – Social Media Engagement #3 – AcHvaHng Your Ambassadors #4 – Building your Tribe (Following) #5 – Content Scheduling (Calendar)
  18. 18. #1 - Content CreaHon Strategy
  19. 19. Principles of Great Content CreaUon #1A Content CreaUon Strategy
  20. 20. | Educate | Entertain | Engage |
  21. 21. | PredicUon | Scenario | Other PossibiliUes | AddicHve!
  22. 22. “What if…?”
  23. 23. “Why not…?”
  24. 24. “What’s going on?”
  25. 25. Less than 140 characters
  26. 26. Get to the Point!
  27. 27. If you can show; talk less!
  28. 28. EmoHonal!
  29. 29. ~ Unexpected Twist ~
  30. 30. ~ Collective Voice ~
  31. 31. Principles of Content CreaHon Quick Recap Your Content must have a Purpose/ObjecUve Make your Content AddicHve or nobody is coming back Be Concise. No one has paUence anymore. Make it as EmoHonal as possible
  32. 32. Content Category & Type #1B Content CreaUon Strategy
  33. 33. • Convince • Educate • Inspire • Entertain Awareness AcUon EmoUonal RaUonal
  34. 34. • Convince • Educate • Inspire • Entertain Branded Videos Games Quizzes Meme Videos Endorsement Review Quotes Survey results Showcase (staff) Events Checklist (Podcast) Slides Demo ArHcles Ebooks Guides Trend Reports Infographics Awareness AcUon EmoUonal RaUonal
  35. 35. Content Strategy #1C Content CreaUon Strategy
  36. 36. 1. Curate Listen Read Research Organize Annotate Contextualize Experiment Share Publish
  37. 37. Suggested CuraHon Sources Pulse Mashable Klout Social Media Today Social Media Examiner Business Insider Vulcan Post TED Talk CEO Worldbiz Human Resources HRM Asia SME Central CustomerServiceMgr
  38. 38. 2. Collaborate Crowdsourcing -  Surveys -  CompeUUon -  Scenario Influencer MarkeHng -  Blogging -  Feedback -  Opinion Community -  Endorsement -  GamificaUon -  Wikis
  39. 39. 3. Create In-house Or Outsource
  40. 40. Content CreaHon Tools #1D Content CreaUon Strategy
  41. 41. Create Infographics •  Explains: – Complex to Concise – Timeline – Processes – Procedures – Metaphors – Analogy
  42. 42. Create Infographics •  With: piktochart.com picmonkey.com visual.ly easel.ly
  43. 43. Create Meme •  Depicts – Compare and Contrast – Humorous situaUons – Specific references – Current affairs
  44. 44. Create Meme •  With: Memegenerator.net Quickmeme.com Livememe.com Imgflip.com
  45. 45. Create Graphics •  Shows: –  MoUvaUon –  Quotes –  EmoUons –  Diagrams –  Posters –  Screenshots –  Awards
  46. 46. Create Graphics •  With: Instaquote.com Slideshare (powerpoint) Canva.com wordle.net
  47. 47. Create Video •  For: –  Campaign –  Teaser/Trailer –  Short Film –  Street interview –  Musical –  Panel –  Keynote –  Interview –  Live Streaming
  48. 48. Create Video •  With: animoto.com powtoon.com VivaVideo (App) Video Editor (App)
  49. 49. Create Podcast •  For: – Radio interview – Audio Book – Live recording – Songs – TesUmonials
  50. 50. Create Podcast •  With: Soundcloud.com
  51. 51. Content CreaHon Outsourcing – CreaUvity – Time Efficiency – Bener Resource AllocaUon – ObjecUvity – …
  52. 52. Content CreaHon Outsourcing •  fiver.com •  guru.com •  elance.com •  seoclerks.com •  Whitespace.asia
  53. 53. #2 – Social Media Engagement
  54. 54. The Science of Engagement #2A The Principles of Good Engagement
  55. 55. Google : Search (We searched for informaHon in the past) Social Media : Share (Today, informaHon is shared for us) Old Internet Age versus New Internet Age
  56. 56. EXPERTISE KNOWLEDGE
  57. 57. Do it Yourself. Be Responsible for what you post. Own your Voice
  58. 58. C o l l a b o r a t i o n Find a small MasterMind team Exchange ideas with others in the industry offline Share whatever material company is offering
  59. 59. Be Interesting. Be Insightful
  60. 60. Be Interesting. Be Insightful
  61. 61. Be Innovative!
  62. 62. CreaHvity is the key to social media’s anenUon Personal story telling is the best sharing
  63. 63. Be Adaptive / Be Authentic
  64. 64. Listening > Talking
  65. 65. Listen. What is ….? • BFF ? • WTF ? • LMK ?
  66. 66. Science of Engagement Quick Recap Share More; Sell Less Ownership versus Outsourcing CollaboraUon is the new CompeUUon InnovaUon is Key to Content CreaUon AuthenUcity versus Authority Listen Twice as much as your share
  67. 67. The Art of Engagement #2B The “A,B,C,D,E” of Good Engagement
  68. 68. “How To…” QuesHons How to ace your job interview with ease? How to get top bloggers to support your campaign with a shoe-string budget? How to give your boss feedback without losing your job?
  69. 69. Best “Answers” to Burning QuesHons Are you making these mistakes when you do networking? End your Struggle with Managing SEO & SEMs Have you ever wonder why some companies are extremely successful in trade show?
  70. 70. “CondiHonal” Statement If ________ Then _________ (First blank, simple acUon or skill; Second blank, result your readers want) __________ Like ______________ (First blank, big goal or dream; Second blank, someone famous who’s done it) Create ___________ You _________ (First blank, something people want; Second blank, why they want it)
  71. 71. “Direct” Statement The ________ Guide to _________________ (Fill in with a powerful adjecUve, then your USP) ____ Shortcuts to ________ Success (First a number, then your topic) ______ Ways to ___________ (First blank, big number; Second blank, your topic)
  72. 72. “Expert” Statement Are You Making These _____ Mistakes When You ____? (Fill in with a number or acUon word, then your topic) The ____ Biggest Problems with ________ (First a number, then your topic) What ______ Won’t Tell You About ___________ (First blank, authority figure; Second blank, your topic)
  73. 73. Art of Engagement Quick Recap Ask How: Straight forward way to get AnenUon Provide Best Answers: Establish RelaUonship Be CondiHonal: Filtering Process of target audience Be an Expert: Establish Authority and Credibility Be Direct: Create Engagement
  74. 74. #3 – AcHvaHng Your Ambassadors
  75. 75. Professional Profile Photo (Headshot)
  76. 76. Concise, ImpacNul Profile Headline
  77. 77. Well Wri^en / Developed Summary 1. Who are you? (Personality) 2. What do you do? (Role) 3. Why I am unique? (X Factor/USP)
  78. 78. Well Constructed List of Professional Experience Work Experience Good! Work Achievement Be^er!
  79. 79. Well Developed Skills & Endorsements Top skills Be^er! Good skills Good!
  80. 80. Well Developed Skills & Endorsements Top skills Primary! Good skills Secondary!
  81. 81. RecommendaHons from Customers & Colleagues •  How did you know me? •  What did I do for you? •  How do you feel about my performance? •  What are three work ethics you like? Leading QuesHons:
  82. 82. Involvement in Select LinkedIn Groups •  Search •  Join •  Ask •  Contribute •  Share •  Create
  83. 83. Highlighted Projects
  84. 84. PublicaHons / Wri^en Works •  Personal Blog •  ArHcles to the press •  ContribuHng author to a book •  Whitepaper •  Wikis
  85. 85. “All-Star” Linkedin Profile Cheatsheet ü  Professional Profile Photo (Headshot) ü  Concise, Impacuul Profile Headline ü  Well Wrinen / Developed Summary ü  Well Constructed List of Professional Experience ü  Well Developed Skills & Endorsements ü  RecommendaHons from Customers, Peers & Colleagues ü  Involvement in Select LinkedIn Groups ü  Highlighted Projects ü  PublicaHons / Wrinen Works
  86. 86. #4 – Building your Tribe (Following)
  87. 87. #1 All staff add company page as workplace
  88. 88. #2 Selected staff contribute long post on Linkedin Pulse Unearth blogging talent
  89. 89. #3 All staff should share relevant company page updates on their status
  90. 90. #4 SUck to regular Uming for scheduled posUng. Avoid ad-hoc posUng. SHck to a RouHne
  91. 91. #5 Use Linkedin company follow plugin on your website
  92. 92. #6 Share Youtube videos to get more engagement from exisUng followers Video Content Is King
  93. 93. #7 OpUmize your LinkedIn page for search engines. Include relevant keywords in your descripUon Think SEO
  94. 94. #8 Leverage Slideshare for thought leadership
  95. 95. #9 Paid Follower AcquisiUon Sponsored Updates
  96. 96. #10 Post Job OpportuniUes from Career Page Ripe Talent Community
  97. 97. #5 – Content Scheduling
  98. 98. 5a. Tools for Scheduling h^p://www.hootsuite.com
  99. 99. 5a. Tools for Scheduling h^p://www.buffer.com
  100. 100. 5b. Template for Scheduling
  101. 101. 5b. Template for Scheduling
  102. 102. 5c. Templates for Linkedin Page Graphic Size andrew@andrewchow.sg
  103. 103. Building a business case •  Be clear on roles & responsibiliUes. ArUculate & quanUfy what you need from them. Know whats in it for them •  Be transparent & measure proof of concepts •  Show them candidates are not just for HR – they impact the business
  104. 104. Be Specific & Measure
  105. 105. Measure, Learn & Repeat
  106. 106. Candidates are not just for HR
  107. 107. 112
  108. 108. Offer: Introductory offer: USD$6K - USD$5K worth of sponsored updates credit with Linkedin - 4 status updates - 1 hour content consultaUon - response management best pracUce - Valid Ull 31st May, 15 - Limited to companies that have not subscribed to Sponsored Updates with Linkedin yet.
  109. 109. Breakout Sessions Breakout 1 Facilitator: White Space Topic: Developing a content calendar •  Recommended for new users and users who have been posUng updates on an ad hoc basis Breakout 2 Facilitator: Andrew Chow Topic: Persona TargeHng •  Recommended for users who already have a content calendar, or have been posUng updates on a more regular basis

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