Creating Competitive Advantage Through POP (a Professional Online Presence)
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Recent college graduates faced one of the toughest job markets in decades in 2009, with 50% unemployed or underemployed. As the business of higher education changes dramatically over the next 10 years, like newspapers did in the prior decade, establishing an online identity and personal brand through social media will be important for professional and personal purposes. Managing your online presence and brand across social networks can help graduates promote themselves and build valuable professional connections in a challenging job market.
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Creating Competitive Advantage Through POP (a Professional Online Presence)
- 2. 2009 was the toughest labor market in 25 years for graduating college seniors
- 3. 50% of recent college graduates are jobless or underemployed
- 4. The business of higher education is going to change as much in the next decade as newspapers did in the prior one. -Seth Godin
- 6. Assumptions 1. Integrated Marketing Communication 2. Personal Brand Promise
- 7. “Information found online provides a digital footprint that implicitly brands people.” -Journal of Interactive Marketing, 2011
- 8. [Social media] communication channel for personal [Social media] -and- communication channel for professional personal -and- professional purposes purposes
- 10. 1. Establish an Online Identity 10
- 11. 2. Personalize URLs (and own what appears in the search results)
- 13. 3. Develop Content Develop Content 13
- 14. 4. Promote Brand Name 5. Promote Content
- 16. 7. Monitor Your Brand
- 17. 8. Measure Your Online
- 19. 10. Manage Your Brand Presence Building and sustaining POP will be one of your most promising investments! 19
Editor's Notes
- -One of the points that Vaynerchuk brings up is that customer service has gone through a revolution, ad social media is forcing business to treat customers as our grandparents and great grandparents remember being treated by the local businesses when they were growing up-Does anything stand out in this picture to anyone? – BEST SERVICE IN TOWN-Rather than promoting that they had the lowest prices or the high quality, this butcher back in the day stressed the fact that they cared about their customers.-Word of mouth was a huge part of the business world. If a butcher sold bad meat to family the butcher would lose their future business, and chances are they would also lose their neighbors business, their relative’s business, and all of their friends’ business.-Vaynerchuk mentions that the last few decades before social media, we began to accept lesser positive engagements with businesses as long as we were receiving the product to a lesser price-The priority of businesses became profits not loyalty or service -Ex: When was the last time you had someone carry your groceries to your car? Grocery stores stopped hiring teenagers to carry bags to cars in order to reduce costs Instead of having a customer service phone line, the internet allowed people to simply file a complaint which made it so the companies had to do extremely little interaction with the customers.-Then in 2003, Web 2.0 called social media came out and the consumers now had a way to spread reviews opinions and critiques through a whole new, easily accessible, medium. -Vaynerchuk states that the world instantly started to recreate the old relationships and word of mouth environments that our ancestors used to live in. -In order to keep up with the time, Businesses need to not fall behind their competitors and must interact with their customers to build meaningful relationships through the use of social media.
- -One of the points that Vaynerchuk brings up is that customer service has gone through a revolution, ad social media is forcing business to treat customers as our grandparents and great grandparents remember being treated by the local businesses when they were growing up-Does anything stand out in this picture to anyone? – BEST SERVICE IN TOWN-Rather than promoting that they had the lowest prices or the high quality, this butcher back in the day stressed the fact that they cared about their customers.-Word of mouth was a huge part of the business world. If a butcher sold bad meat to family the butcher would lose their future business, and chances are they would also lose their neighbors business, their relative’s business, and all of their friends’ business.-Vaynerchuk mentions that the last few decades before social media, we began to accept lesser positive engagements with businesses as long as we were receiving the product to a lesser price-The priority of businesses became profits not loyalty or service -Ex: When was the last time you had someone carry your groceries to your car? Grocery stores stopped hiring teenagers to carry bags to cars in order to reduce costs Instead of having a customer service phone line, the internet allowed people to simply file a complaint which made it so the companies had to do extremely little interaction with the customers.-Then in 2003, Web 2.0 called social media came out and the consumers now had a way to spread reviews opinions and critiques through a whole new, easily accessible, medium. -Vaynerchuk states that the world instantly started to recreate the old relationships and word of mouth environments that our ancestors used to live in. -In order to keep up with the time, Businesses need to not fall behind their competitors and must interact with their customers to build meaningful relationships through the use of social media.
- -One of the points that Vaynerchuk brings up is that customer service has gone through a revolution, ad social media is forcing business to treat customers as our grandparents and great grandparents remember being treated by the local businesses when they were growing up-Does anything stand out in this picture to anyone? – BEST SERVICE IN TOWN-Rather than promoting that they had the lowest prices or the high quality, this butcher back in the day stressed the fact that they cared about their customers.-Word of mouth was a huge part of the business world. If a butcher sold bad meat to family the butcher would lose their future business, and chances are they would also lose their neighbors business, their relative’s business, and all of their friends’ business.-Vaynerchuk mentions that the last few decades before social media, we began to accept lesser positive engagements with businesses as long as we were receiving the product to a lesser price-The priority of businesses became profits not loyalty or service -Ex: When was the last time you had someone carry your groceries to your car? Grocery stores stopped hiring teenagers to carry bags to cars in order to reduce costs Instead of having a customer service phone line, the internet allowed people to simply file a complaint which made it so the companies had to do extremely little interaction with the customers.-Then in 2003, Web 2.0 called social media came out and the consumers now had a way to spread reviews opinions and critiques through a whole new, easily accessible, medium. -Vaynerchuk states that the world instantly started to recreate the old relationships and word of mouth environments that our ancestors used to live in. -In order to keep up with the time, Businesses need to not fall behind their competitors and must interact with their customers to build meaningful relationships through the use of social media.