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Social media: Bacon and you


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Pete Wiltjer co-presented at the Professional Skills Workshop on 'Using Social Media for Networking & Job Hunting', Oct. 16 @ Northwestern University's Kellogg Business School.

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Social media: Bacon and you

  1. 1. SOCIAL MEDIA, BACON & YOU Richard Sharp & Pete Wiltjer
  3. 3. What Can You Do? Rely on Pat Quinn for your next paycheck Mass email resumes, rely on online job boards, depend on your existing contacts Hope Pray And/Or...
  4. 4. Do the Hustle “The landscape of today’s job market is shifting, and the shift favors individuals who are savvy in social media.” Alyse Knorr, Atlanta Journal Constitution
  5. 5. Do the Hustle Job seeker Matt Bivons does the hustle at Pic from BusinessWeek.
  6. 6. What is Social Media? A great way to find out which Steel Magnolias Character your resemble? A tool for sharing LOLcats pictures? The home of disgusting Dominos videos? A sweet place for a high school reunion? A twisted plot to make you sound ridiculous (aka “Yesterday I tweeted on Twitter”)
  7. 7. What is Social Media? Powerful tool for sharing your thoughts, research and professional goals and objectives An easy way to stay in touch with important contacts without having to go press the flesh A great way to connect with important people in your field you may have never met before A gateway to the right kind of job opportunity
  8. 8. Source: Brian Solis of PR 2.0 and JESS 3
  9. 9. Social Media: Why Bother? Over 50% of respondents envision social applications “playing a key role in shaping nearly all aspects of research workflow” in the next 5 years Over 25% currently use social applications Nearly 25% (23%) believe social applications will have a major influence on grant application and Conducted a survey of 1,894 randomly selected funding within 5 years academic faculty and government contacts derived from their Science Direct user database. More than 25% believe social applications will have a major influence on finding jobs
  10. 10. The Kevin Bacon Effect Six Degrees of Kevin Bacon Why does the game work? Kevin Bacon works. A lot. Seriously. Why is Kevin Bacon so popular? He gets and gives good work. - $2.8 M in donations
  11. 11. Bacon Bits “The business that people do in LA on the social level is amazing. You go to a restaurant, bump into this guy or that guy. The next day you get a call, and they want you in their movie.”
  12. 12. Being the Bacon: 6 Major Social Media Platforms LinkedIn - Facebook- MySpace- YouTube - Blogs -,, Twitter -
  13. 13. LinkedIn: The New Resume
  14. 14. LinkedIn: Who’s In Your Six Degrees? What it is Technically, “LinkedIn is an interconnected network of experienced professionals from around the world, representing 170 industries and 200 countries. You can find, be introduced to, and collaborate with qualified professionals that you need to work with to accomplish your goals. LinkedIn has over 48 million members in over 200 countries and territories around the world. A new member joins LinkedIn approximately every second, and about half of our members are outside the U.S. Executives from all Fortune 500 companies are LinkedIn members.” Source: LinkedIn Website How it’s helpful for job searching “I found my new job through participating in an industry group on the professional networking site LinkedIn. The CEO saw my resume and sent me a note...saying he had heads up about the layoffs at my former employer and wondered if I was interested in the open position at his firm.” Amanda Sundt, Testimonial on LinkedIn site
  15. 15. LinkedIn: Who’s In Your Six Degrees? Tips: Dos, Don’ts, Suggestions 1. Do create a complete and professional profile, including a quality headshot. 2. Develop a bio that’s more concise than a typical resume, but just as compelling. 3. Don’t get too cute or casual. That’s Facebook territory. 4. Do research and join groups. This is where much of the best networking is done. 5. Do update your status and take advantage of apps like Slideshare. Let people know what you’re working on and what you’ve been reading. 6. Recruiters dig complete, updated profiles. 7. Ask your colleagues and friends for professional recommendations. Muy importante. 8. LinkedIn Jobs are the bomb. Much easier to get in the door with an intro. 9. Add connections, see results. 10. You’ve got to keep ‘em separated - LinkedIn is strictly pro.
  16. 16. Bacon Bits “I was walking up the beach in Willowbridge, the British West Indies on Christmas Eve and saw this guy who I know peripherally. He`s not in the film industry, but in Philadelphia real estate or something like that. He said, `They sent me this script and asked me to invest in it` and told me there was another actor involved. That`s all he said. He told me to take a look at it and let him know if it was a good investment…I got home on January 2nd or 3rd and it was sitting there. I picked it up and read it and a barrage of feelings washed over me -- anger, disgust, confusion, and compassion, feeling angry with myself for feeling compassionate. I put it down and knew that it was probably going to be my next movie. (On The Woodsman)”
  17. 17. Facebook and MySpace: More than a Class Reunion Good News Bad News “A recent survey by job site “But 35 percent of employers said that CareerBuilder found that 45 percent of content they found on social networking employers reported using social sites led them to reject a job candidate. networking sites to research job The top seven no-nos employers gave: candidates. That’s up from 22 percent 1. Provocative or inappropriate last year. The most popular sites for photographs or information – 53 percent searching or checking the background of 2. Content about drinking or using drugs job-seekers were: – 44 percent 3. Bad-mouthing previous employers, co- Facebook, 29 percent workers or clients – 35 percent LinkedIn, 26 percent 4. Poor communication skills – 29 MySpace, 21 percent percent blogs, 11 percent 5. Discriminatory comments – 26 Twitter, 7 percent” percent”
  18. 18. Facebook and MySpace: More than a Class Reunion Tips: Dos, Don’ts, Suggestions 1. Learn how to properly use your privacy settings. If you don’t want to put your career on the line, either keep things entirely professional (hard) or tightly control access to your profile. 2. Don’t accept friend requests lightly. Learn to use the “hide feed” function. 3. Do use FB and MySpace to reconnect with old friends, let people know you’re looking for gigs, and to join groups for networking. 4. Do let your FB and MySpace friends know you 7. Grow your network by participating and being talk about business at LinkedIn. interesting. 5. Do incorporate your Twitter feeds into your FB 8. “Always be closing” does not apply here. At all. If you and MySpace accounts. need a biz cliche, try “dig your well before you’re thirsty.” 6. Even with a more professional FB or MS 9. Play nice. Instant karma is for real in the social media presence, the tone is far more conversational. A world. sense of humor is required. 10. No dumb quizzes, no Gang Wars when $ is on the line.
  19. 19. Twitter: Dumb Brand Name, Big Impact What the hell is Twitter? It’s an abbreviated social messaging application, allowing people to send each other short 140 character messages, and share those message across their social network. While it sounds like the type of application limited only to use by teenage “Establish yourself as an expert in your field on Twitter. It’s important to note that you girls and tech freaks with too much time on should not misrepresent yourself. If you’re their hands, it can be very useful for the right not a medical doctor, don’t play one on user. Keeping things short and sweet also Twitter. As those on Twitter become allows busy people to stay in touch without interested in your content, when employers are looking at you, you’ll have more than just needing to pen an opus. your resume to back up your knowledge and experience.” Why bother? - Key researchers, writers, media, Sarah Evans, Mashable professionals, recruiters and more are on Twitter, and the format invites easy interaction and low barriers to entry. - @microjobs, etc.
  20. 20. Twitter: Dumb Brand Name, Big Impact Tips: Dos, Don’ts, Suggestions 1. If it’s available, get your own name. If it’s 6. It’s 140 characters, but if you want people not, think of what your brand really is - to pass it along, try 120. @NeuroBill? @NeuroNancy? 7. Keep it professional. Spelling, grammar 2. Twitter only sucks if you follow lame still count. people. Pick your Twitter friends wisely. Do 8. Own a space. Is there anyone out there a little research. who Tweets about your favorite niche in 3. Don’t spam and don’t post every five neuroscience? minutes. No one is that interesting. 9. Recruiters use Twitter to find candidates 4. Upload a real, professional looking photo. and post gigs. Find them using Twitter This one’s not really negotiable. Search. 5. Tweet, follow, comment. You grow your 10. Yeah, the name is annoying. Nothing to network by participating. be done.
  21. 21. Bacon Bits “I think of myself more as a workhorse actor. It will be hot and cold and up and down, but no one will kick me out of the business.”
  22. 22. Blogging: Building Your Personal Brand Major Platforms Why bother blogging -Establish your own brand - Share your experience and expertise to let people know who you are - Differentiate yourself from throngs of other job seekers -Build a community of like-minded professionals - Grow your network to include people you’ve never met before Blogging provides fuel for all of the social media platforms
  23. 23. Blogging: Building Your Personal Brand Tips: Dos, Don’ts, Suggestions 1. The only rule that really matters: Be interesting. To readers and to yourself. 2. Rely on tried and true blogging platforms with built in tools for sharing and optimization. 3. Don’t be overwhelmed by the idea of writing tons of content. Plan ahead for multiple postings, but short, concise posts on relevant news can be just as compelling. 4. Blogging can be free, even beautiful, professional looking blogs. 5. Social media is all about karma. Comment and you will be commented upon. Be courteous and professional and it will pat dividends. If it feels sketchy, don’t do it.
  24. 24. YouTube: Video Resumes Succinct, professional, to the point, and compelling. Not too long, more of a highlight reel. Pay attention to lighting, keep motion to a minimum Test your audio levels, invest in a reasonable microphone Dress as you would in any interview Do several takes, choose the best one Post files on YouTube, send link to employers. Keep it customized.
  25. 25. REAL WORLD CASE STUDY: PWMG INC. - Marketing agency followed for 6 weeks by as it re-launches and re-brands
  26. 26. Agency Kicks Off 2009 With Relaunch Situation Overview 12/08: Economy in a tailspin Companies scaling back marketing plans for 2009 Idea: why not buy out business partner and rebrand the company? - Brilliant! - Scary! - Insane!
  27. 27. Telling the Story Identify key messages for business Get people to care -Or at least get people to watch Develop new logo Develop online strategy -Build website -Launch blog -Get on Twitter
  28. 28. Key Messages For customers -Remove fear factor For prospects -Reinforce experience -Explain approach to integrated, multi-channel marketing and communications -Incorporate social media into mix
  29. 29. Why Do I Care? Will it be a Gaper’s Delay or an interesting story? - commits to monitoring rebrand with weekly updates - Online complement to Entrepreneur magazine - 7,000 daily visitors seeking advice on how to effectively start, grow and manage their small businesses
  30. 30. Logo Development Crowd sourcing test - Experience shows that graphic design process is still the same, except different - Guaranteed to get at least 25 responses - Designers learn about promotional efforts with, flock to project
  31. 31. Online Strategy Re-use as much content from old website as possible Anchor social connections to home page and bio - Pros and cons of transparency - Rethinking social media strategy for business promotion - Figuring out how to use Twitter
  32. 32. Online Strategy Keeping the blog fresh ‘Old school’ email - To push readers back to website and blog Analytics help you understand whether people care - Blog reader stats URL shrinkers - - Bud.url -
  33. 33. About the Presenters Richard Sharp, Founder, The Sharp Agency LinkedIn: Twitter: @rbsharp Richard Sharp is the founder of The Sharp Agency, where he consults with media companies, universities, law firms and consulting firms on social media, online marketing, and public relations. His most recent experience was as Global Marketing Director at employee research firm Towers Perrin-ISR, where he managed the global marketing function for 13 offices around the world. Before that he co- founded Media-Noche Communications, where he served clients like Hyatt Resorts, William Blair, Harvard Business School Club of Chicago, ARC Worldwide and more. Prior to that, he founded and was chief editor for and worked in marketing and communications at a number of technology and professional services firms. He has also contributed as a freelance entertainment journalist for Village Voice Media, and currently writes Iphone application reviews for Pete Wiltjer, Founder, the Pete Wiltjer Marketing Group LinkedIn: Twitter: @pwiltjer For more than 15 years, Pete Wiltjer has served as a trusted marketing and public relations consultant to a variety of professional services and technology industry organizations, ranging from start-ups to billion-dollar conglomerates. Lately, he has seen many traditional companies seek help in leveraging social media as part of their sales, marketing and communications strategies. Before forming the Pete Wiltjer Marketing Group, he was as a key member of the B2B practice at the Ruder-Finn Group, one of the world’s largest independent public relations agencies. He has also managed marketing and communications for PLATINUM technology and a variety of not-for-profit technology industry associations on behalf of the association management firm SmithBucklin. He began his career as a daily newspaper reporter in Indiana. Wiltjer earned a BA in Communications and Political Science from Valparaiso University. Wiltjer lives in Aurora with his wife, two children and a dog.
  34. 34. APPENDIX Additional Resources
  35. 35. Top 11 Science Networking Sites Elsevier’s survey went a little further than the earlier survey, asking respondents to name sites. This generated a Top 11 list of social media sites in the sciences: 1. Nature Network (36%) 2. BioMed Experts (35%) 3. Facebook (35%) 4. MySpace (34%) 5. LinkedIn (33%) 6. ResearcherID (19%) 7. CiteULike (18%) 8. 2collab (18%) 9. (15%) 10. Connotea (14%) 11. Digg (14%)
  36. 36. Some Quality Social Media Links (in no particular order) 5 Ways You Can use Social Media to Find a Job: Mashable: a Social Media Guide Twitter Tips for Job Seekers: Social Media Tools for the Post-Academic Job Hunter: 10 LinkedIn Dos and Donts: Dos and Donts of Business Blogging: LinkedIn - Facebook- MySpace- YouTube -