Strategies for Social Media as an HR Business Tool
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Sept. 2009 Presentation given at the Westin Hotel for the HR Association of Broward County by Best Selling Author, 42 Rules for 24-Hour Success on LinkedIn, Chris Muccio
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Strategies for Social Media as an HR Business Tool
- 1. 42 Rules for 24-Hour Success on LinkedIn by Chris Muccio www.LinkToProsper.com Sept. 9, 2009
- 2. 42 Rules for 24-Hour Success on LinkedIn Welcome! Thank You for Your Interest! We trust that you will find many rules in our book that benefit your LinkedIn experience. Social Media is a lot like Fishing. So let’s begin with a question, “Is Your Hook in the Water?”
- 3. 42 Rules for 24-Hour Success on LinkedIn About Us www.LinkToProsper.com
- 4. 42 Rules for 24-Hour Success on LinkedIn About Tonight’s Presentation… Large Companies Intermediate Advanced Basic User User User Small “LinkedIn “Active Business “Thought 101” Participant” Leader” Individual
- 5. 42 Rules for 24-Hour Success on LinkedIn What is Social Media?
- 6. 42 Rules for 24-Hour Success on LinkedIn This is Social Media
- 7. 42 Rules for 24-Hour Success on LinkedIn But this is the Secret Sauce… • Social Media is literally, a Conversation (on exponential scale) • Conversations lead to Relationships • Relationships are the most effective way to lead to new opportunities
- 8. 42 Rules for 24-Hour Success on LinkedIn The “Business Challenge”… In business today, Social Media is under-utilized, in large part due to lack of time and a clear sense of what can be done cost-effectively, and how.
- 9. 42 Rules for 24-Hour Success on LinkedIn Many of us start like this… How does this benefit us???
- 10. 42 Rules for 24-Hour Success on LinkedIn Social Media Marketing Adoption Curve Y The Adoption Curve Activity 1. Receive random invitations. 4 Not sure what it is all about 2. Influenced by friends, colleagues and media to “get on board” 3. Dazzled by buzzwords 7 4. Engage feverishly to add 3 contacts 5. Step back and realize no strategic direction set, no goals reached, time wasted. 2 6 6. Education about the strategic uses 7. Implement a disciplined, strategic, goal oriented approach to social marketing 1 5 for the brand Inflated Disillusionment Enlightened Implementation of Initial Awareness Expectations Valley Awakening Productivity Time X
- 11. 42 Rules for 24-Hour Success on LinkedIn Let’s Talk About Social Media Success
- 12. 42 Rules for 24-Hour Success on LinkedIn It Starts with Strategy 1. Start with the Operations – champion the project, determine goals, prioritize & pull together resources, create the “plan” 2. Simple Perspectives – communication, share information, keep it valuable, maintain. 3. Properly Branded 4. Educate 5. Tactically Integrate 6. Measure – Tactics, ROI , IOR
- 13. 42 Rules for 24-Hour Success on LinkedIn Let’s Start Strategizing There are MANY, but let’s start with these o Reputation management, o Branding, o Recruiting, o Employee relations & communications
- 14. 42 Rules for 24-Hour Success on LinkedIn Strategy #1 - Reputation Management
- 15. 42 Rules for 24-Hour Success on LinkedIn “United Breaks Guitars” July 2009 • produced by a country singer who had a terrible experience on United Airlines Almost 5 million people had viewed this music video on YouTube. The bottom-line… 5 million people invested more than 22 million total minutes watching a negative message about United Airlines. That is the same as 44 million 30 second commercials. That is some serious negative PR! • This negative video on United Airlines will ultimately cost the company hundreds of times what it would have cost to simply solve this customer's problem
- 16. 42 Rules for 24-Hour Success on LinkedIn BoA & Twitter - Two Perspectives
- 17. 42 Rules for 24-Hour Success on LinkedIn Action Plan • Strategy – Reputation Management • Tactical Plan – Register Company Presences – Monitor the Main Social Networks • Twitter • LinkedIn • Facebook • YouTube • Check Technorati (Bloggers) – Set Up Google Alerts
- 18. 42 Rules for 24-Hour Success on LinkedIn Strategy #2 - Branding
- 19. 42 Rules for 24-Hour Success on LinkedIn You Are Your Brand 42 Rules -- Rule # 18 Fill these in • My Company is known for ______________ • Three adjectives to describe our USP _________ _________ _________ • Using the above, in 10 words or less, describe your expertise (for example – Offering 300 cost saving solutions to the data constrained executive) ______________________________________________ ______________________________________________
- 20. 42 Rules for 24-Hour Success on LinkedIn How to Brand on LinkedIn?
- 21. 42 Rules for 24-Hour Success on LinkedIn How to Brand on Twitter? 55
- 22. 42 Rules for 24-Hour Success on LinkedIn Professional Description 3 Second Bumper Sticker 42 Rules -- Rule # 17 Immediate Branding / Virtually Omnipresent John Doe – 20 year expert facilitating $100,000,000 in High Tech Mergers or Bob Doe – Owner, Doe & Associates
- 23. 42 Rules for 24-Hour Success on LinkedIn Action Plan • Strategy – Branding / Brand Building • Tactical Plan – Clearly articulate your Brand – Choose the site you to participate in • Remember strategy comes first • Set up effective presences • Integrate them!! – Actively participate
- 24. 42 Rules for 24-Hour Success on LinkedIn Strategy #3 -Recruiting
- 25. 42 Rules for 24-Hour Success on LinkedIn Who is on LinkedIn? LinkedIn Members are Educated & Affluent Household Income Age Average Age 41 6 5+ 71 % over 35 2% 18 -2 4 55-64 4% Household Income $109,703 $150K+ 11% $100K-$150K 25-34 26% 54 % over $100,000 28% 25% 45-54 Male 64% 24% $75-$100K 95% Are College Educated 18% <$75K 28% 35-44 37% Are Post-Grads 34% C-Level Executives 7.8% EVP/SVP 6.5% 50% are Business Decision Makers Source: @plan Summer 2008 A More Affluent, More Influential and Harder-To-Find Audience
- 26. 42 Rules for 24-Hour Success on LinkedIn The LinkedIn Outlook Toolbar Quick Tool
- 27. 42 Rules for 24-Hour Success on LinkedIn A Twitter Example of a Job Seeker If you can find Jon Kolbe a job, you'll win a brand new high-definition camcorder. Finding & Following
- 28. 42 Rules for 24-Hour Success on LinkedIn Find and Follow… Entry Points
- 29. 42 Rules for 24-Hour Success on LinkedIn Action Plan • Strategy – Recruiting • Tactical Plan – Actively participate – Learn how to effectively search and recruit through LinkedIn (Seeking Out) – Use social media sites to drive qualified recruits to you (Attracting) – Quick research (Learning More) – Generate “Social Proof”
- 30. 42 Rules for 24-Hour Success on LinkedIn Strategy #3A – …For the Job Seeker
- 31. 42 Rules for 24-Hour Success on LinkedIn Job Search
- 32. 42 Rules for 24-Hour Success on LinkedIn 5 Step LinkedIn Job Search Step #1
- 33. 42 Rules for 24-Hour Success on LinkedIn 5 Step LinkedIn Job Search Step #1 Step #2
- 34. 42 Rules for 24-Hour Success on LinkedIn 5 Step LinkedIn Job Search Step #3
- 35. 42 Rules for 24-Hour Success on LinkedIn 5 Step LinkedIn Job Search Step #3 Step #4
- 36. 42 Rules for 24-Hour Success on LinkedIn 5 Step LinkedIn Job Search Step #3 Step #4 Step #5
- 37. 42 Rules for 24-Hour Success on LinkedIn Strategy #4 – Employee Communication / relations
- 38. 42 Rules for 24-Hour Success on LinkedIn What Are You Doing… Communication • Permission Based Communication • Stay in front of “the audience” – without interrupting them • Provide Value - Don’t misuse / Over use
- 39. 42 Rules for 24-Hour Success on LinkedIn Your Profile is a Billboard for You John Jones Photo Robust Profiles Your Brand with a 3 Second Bumper Sticker 175 Direct Connections http://www.linkedin.com/pub/JohnJones /3/283/578 Directing Web Traffic ???? Vanity Link Key Words
- 40. 42 Rules for 24-Hour Success on LinkedIn Ideas to Consider • “Mine the Robustness” of the information available online – Succession Planning • Identify key elements you are looking for – Training & Development • Analyze the makeup of your organization’s top performers • Replicate and train – Mentoring Program (???) • Communication – Create a company focused Wiki • Helps with on-boarding process / Addresses commonly asked questions – Use podcasts and video to train employees – Use a company-run blog for your leadership development program – Ways to turn Twitter into a quick, effective micro-training program • Company-wide collaboration / stronger “team” environment
- 41. 42 Rules for 24-Hour Success on LinkedIn TONIGHT’S TAKEAWAYS Define your strategy Clearly articulate your brand Select the initial sites to participate with Educate!! Execute daily on your social media plan
- 42. 42 Rules for 24-Hour Success on LinkedIn www.LinkedIn.com/in/ChrisMuccio