Social Media - Sphere of Influence

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Social media is redefining the world of marketing and public relations. It is no longer a question of whether or not we engage, but rather how we do so. The way in which companies interact with employees, customers, and other businesses via social media networks is more important. In
this real time environment the challenge is to engage in a way that encourages participation. Join us for an encompassing look at how social media can work in your business environment.

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Social Media - Sphere of Influence

  1. 1. SOCIAL MEDIA Your Sphere of Influence
  2. 2. In a nutshell  What is social media, who is involved.  Who is using it effectively.  How can you use social media.
  3. 3. -Redefining the world of marketing and public relations -By definition: Social Media is a wide reaching and influential means of communication that pertains to the life, welfare, and relations of human beings. Social Media
  4. 4. But rather how well and where we engage. It is not a question of whether we engage…
  5. 5. The Social Media Players Facebook Twitter YouTube LinkedIn Foursquare
  6. 6. By the numbers What’sonyour mind?  500 million users globally  116 million in the US  50% of users log on to Facebook in any given day  Average user has 130 friends  People spend over 700 billion minutes per month on Facebook  60 million status updates daily  65 million users “Like” things daily  150 million active mobile users
  7. 7. By the numbers Whatareyoudoing?  Currently 160 million users worldwide  Limited to 140 characters  People follow your Tweets  You follow other users Tweets  Primarily used by older adults  Use of hashtags (#) to follow hot topics  #HireFriday
  8. 8. By the numbers BroadcastYourself  2 Billion views per day  Almost double the prime-time audience of all 3 major US Networks combined  24 Hours of video uploaded every minute  Average person spends 15 minutes per day on YouTube  Facebook has 46.2 years of video watched per day (DigitalBuzz)  Free posting of videos  Universal appeal  Simple interface into websites, Facebook  Second largest search engine
  9. 9. By the numbers GEOLocating  Check In” at Venues  Track where your friends Check In  Users Can:  Add venues  Gain points (badges) for locations  Become “Mayor”  4 million users, 1.4 million venues, 15.5 million check ins  Used by History Channel, City of Chicago Mayor Campaign.
  10. 10. By the numbers Professional Networking  Over 80 million members worldwide  US accounts for half of the membership and 42% of the site traffic  Establishing links between professional contacts  Excellent resource for B2B networking  80% of companies are using social media for recruitment. Of those companies using social media 95% are using LinkedIn.
  11. 11. Blogs BLOGGING  Blogs are a powerful tie between social networks and websites  Text, photo, or video  Most have RSS feeds  Excellent resource for research information  Well executed blogs can have a direct impact on the Google ranking of your website.
  12. 12. Big and small companies A Few Success Stories
  13. 13. Blendtec Blenders Viral Video In 11 hours they had 250,000 views. 6 months later: 9,031,268 views
  14. 14. Blendtec - SEO
  15. 15. Coca Cola Facebook Page Created by Dusty & Michael 14,586,513 Fans
  16. 16. Women’s Giving Circle Landing Pages Non-profits Over 200 fans in less than a month.
  17. 17. Mashable and Talent Culture BLOGS
  18. 18. How Important Is It? Conveying company culture through social networks. Business Culture
  19. 19. Zappos CEO Delivering Happiness Tony Hsieh
  20. 20. Sharing… no matter what!
  21. 21. Employee Powered Twitter
  22. 22. Tracking your mentions
  23. 23. Culture
  24. 24. Traditional and not so traditional approaches Self Marketing via Social Networks
  25. 25. Self marketing #HireFriday
  26. 26. Self Marketing
  27. 27. Landing Your Dream Job using Google Alec Brownstein Using Google Ad Words
  28. 28. Time to self promote? TrySocialNetworking
  29. 29. Building your company networks Social Networks for Job Postings
  30. 30. Networks for Job Postings  LinkedIn  Twitter  Facebook  YouTube  Craigslist  Simply Hired (1,634 jobs)  Juju (2,400 jobs)  Indeed (1,971 jobs)
  31. 31. LinkedIn: Build Your Company Profile  Contact Info  Logo  Website  Social Networks & Blog  Encourage employees to connect to company profile  Ability to follow companies online Company Overview Employees
  32. 32. LinkedIn
  33. 33. LinkedIn for College Recruitment CollegeGrads  200,000 college students join LinkedIn every month  LinkedIn’s Career Explorer (beta product)  Explore different career paths  Find people in your network  Get unique insights about trends  Recommended job openings  Follow potential employers
  34. 34. Twitter, You Tube Job Posting Case Studies
  35. 35. TwitterforJobs
  36. 36. YouTube:Jobsat Sea
  37. 37. Where to begin Jump on the Bandwagon
  38. 38. Getting started Inthebeginning…  Enlist your colleagues support  Sell your boss on the concept  Involve your employees  Develop a social media strategy
  39. 39. Convincing Your Boss ADVANTAGES  SM more effective than traditional website and can improve SEO (Google Rank) of your website  Blogging can reduce CS calls  SM already used by customers & competition  Use SM to “listen” to what people are saying about you/your brand  SM can help internally (collaboration & training)  Using SM helps in customer prospecting, HR background checks, product marketing & community awareness
  40. 40. Goals for Using SM to Recruit MarketingyourCompany  People to follow/fan you  People to engage and share  Direct them to your website, blogs can be helpful  Establish your company’s expertise  Embrace your company culture  Share your company vision/goals
  41. 41. How to engage  Establish a protocol  Select a spokesperson  Choose networks  Existing or new?  Set goals & continually adjust  Be witty  Share, share, share  Convey the culture  Think out of the box  Ask questions  Provide answers Social Media Setup Engagement
  42. 42. Basic Rules of Engagement 20-40-40  Content Rule of Thumb 20-40-40  20 % business promotion  40 % sharing of information/expertise  40 % human interest, general content  Dedicate time to actively engage in Social Media  Work day hours tend to be peak times  Monitor and Respond  Engage with your fans or they will find someone else
  43. 43. Managing Social Media FREE  Hootsuite - Cloud  TweetDeck - Native  Twilert  Social Mention
  44. 44. Hootsuite
  45. 45. Twilert Monitor without engagement
  46. 46. Justifying Social Media Recruitment ROI  Use Facebook Insights  Use Google Analytics: Facebook & Website  Follow mentions through Hootsuite, Twilert, Social Mentions  Note Retweets  Set up custom Hashtags (#)  Track hits to website from SM networks  Track engagement  Track Fan and Follower numbers
  47. 47. But may not want to hear. Things you need to know
  48. 48. Negative Posts/Tweets Followestablished protocol  Stay positive  Delete offensive/spam posts  Address legitimate concerns in realtime  Offer to solve more complex situation offline via DM, email, etc  Remember this gives you the opportunity to share your company culture and your customer service expertise.
  49. 49. It's not about pretty - Even if you can't make things graphically beautiful, people will still like you in social media. Don't worry so much about how you look, worry instead about how you act and how interesting others find you. Point to Ponder
  50. 50. Engage and Find Me: ThankYou Jennifer A. Scherschel Twitter: @JAScherschel Facebook: JAScherschel www.dependableadvertising.c om Twitter: @DependableAds Facebook: DependableAds

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