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Social Media for Employer Branding and Product Launching


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Social Media for Employer Branding and Product Launching

  1. 1. Social Media in Employer Branding and Product launching Tung Le
  2. 9. What is ROI of your mobile phone?
  3. 10. “ It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” - Charles Darwin
  4. 11. Change Process Kotter 1996
  5. 12. The Fortune 500 and Social Media report Nora Ganim Barnes 2009
  6. 13. The Fortune 500 vs Inc 500 Of all 173 responded companies with Twitter accounts, 120 (69%) consistently responded and updated.   Nora Ganim Barnes 2009 The uses of Social Media in 500 fastest growing companies in the US
  7. 15. Survey from 116 companies in Europe
  8. 16. Benefits of Social Media Report from Mckinsey based on interview with nearly 1700 executives across industries all over the world about their perspective on Social Media Mckinsey report
  9. 17. Benefits of Social Media <ul><li>Internal: </li></ul><ul><li>I mproved ideas sharing, networking; </li></ul><ul><li>Knowledge experts are easier to access; </li></ul><ul><li>Cut communications costs, etc. </li></ul><ul><li>Customer: </li></ul><ul><li>More effective marketing in terms of awareness and loyalty, also improve customer satisfaction. </li></ul><ul><li>Partner : </li></ul><ul><li>Increase the ability to gain access to expertise outside company. Some mentioned about lower costs of communication </li></ul>
  10. 18. How companies use Social Media Video sharing wikis and social networking works well with internal and customer related areas. Meanwhile, the uses of SM in working with partner still limited Mckinsey report
  11. 19. How companies use Social Media Alison O'Brien
  12. 21. SM in different industry and culture In Manufacturing industry, internal use of SM is handled quite well. Besides, Working with partner not good as expected? Point to improve? Mckinsey report
  13. 22. Employer Attractiveness Dimensions <ul><li>Interest Value: </li></ul><ul><li>The excitement & creativity of the work environment </li></ul><ul><li>Social Value: </li></ul><ul><li>Collegial work environment </li></ul><ul><li>Economic Value: </li></ul><ul><li>Salary and benefits </li></ul><ul><li>Development Value: </li></ul><ul><li>Career path </li></ul><ul><li>Application Value: </li></ul><ul><li>Apply what they have learnt </li></ul>Ewing and Hah Social Media can enhance Interest and social value
  14. 23. Benefits of Employer Branding <ul><li>Access to talent </li></ul><ul><li>Cost savings in recruitment </li></ul><ul><li>Improved retention of key employees </li></ul><ul><li>Employees as headhunters </li></ul><ul><li>Improved productivity & innovation </li></ul>
  15. 24. Employer Branding <ul><li>Conducting Internal and external research: </li></ul><ul><li>Why should I proud to work for Atlas Copco? </li></ul><ul><li>Outsider’s perspective about your EB </li></ul><ul><li>Building your employer value proposition: </li></ul><ul><li>Decide who your target groups </li></ul><ul><li>Your Image: Qualitative and quantitative research on what do your target groups want from their ideal employers. </li></ul><ul><li>Your Identity: Employees’ perceptions VS desired EB? </li></ul><ul><li>Your Profile: The Employer Brand should be align with the corporate brand. </li></ul>CARLO DURATURO
  16. 25. Employer Branding <ul><li>Two ways communication in a personalization manner </li></ul><ul><li>Make use of employees generated contents to show how it is going to be to work for the company: daily stories, profiles, FAQs, etc. Remember your employees are your Employer Brand ambassador. </li></ul><ul><li>Be authenticity </li></ul><ul><li>Give prospect employees chance to involve, participate in discussions </li></ul>
  17. 26. Employer Branding <ul><li>Brand grows from the inside out: </li></ul><ul><li>Investing in your existing employees, they will tell stories to your future talents. </li></ul><ul><li>Virtual Job fair </li></ul><ul><li>Leverage social online networking of employees : linkedin, etc </li></ul><ul><li>Campus Blog: Channel to communicate, get ideas and recruit talent in campus. </li></ul>“ A brand that is only visible in external communication is less valuable than a brand that is truly lived inside” - Jo Pieters, Plilips
  18. 27. Employer Branding SM is all about social and relationship. Thus, firm should show they care about current and future employees. For instance, using company account to tweet casually to employees.
  19. 28. Social Media for Product Launching <ul><li>Positioning Product: </li></ul><ul><li>Less about features, more about benefits </li></ul><ul><li>Target audience, Build a community: </li></ul><ul><li>Where they are hanging out? </li></ul><ul><li>Spread the message: </li></ul><ul><li>Join other communities and refer to our group. </li></ul><ul><li>Get people involve: combining offline event with online discussion to get more employees, partners, customers involve in group, drive audience to the launch event. </li></ul>Fun Example of Heineken:
  20. 29. SM in Product Launch <ul><li>During launch event: Using Social Media tools that allow audiences to interact in real time such as: twitter poll about product or just comment then show the result at the end of the. </li></ul><ul><li>Get more people engaged and connected to our social media platform: followers on twitter, fan on facebook, etc. </li></ul><ul><li>Receive real time opinion, feedback. </li></ul>
  21. 30. Community involvement Open up for ideas, discussing and take action. After 18 months, negative feedback reduced from 49% to under 20% - Dominique Hind. Invite customers to shape future of starbucks. Over 70,000 ideas were generated in its first year. Grow from 200,000 to 4.1 Millions fan on facebook. <ul><ul><li>Intuit Brain Storm: </li></ul></ul><ul><ul><li>Connect people with skills and shared interested </li></ul></ul><ul><ul><li>Get comments for ideas, grow ideas together </li></ul></ul><ul><ul><li>Ability to search, tag, follow up idea of interested </li></ul></ul>
  22. 31. Community involvement – key takeaway <ul><li>Engaging wide range of stakeholders: </li></ul><ul><li>Cross departments, Customer, investors, etc. </li></ul><ul><li>Communicate consistently: </li></ul><ul><li>Make sure communicating consistently with online activities </li></ul><ul><li>Open up communication: </li></ul><ul><li>Two-way communicate transparently with authenticity </li></ul><ul><li>Promote success: </li></ul><ul><li>Encouraging community and appreciating contributions. </li></ul><ul><li>Follow up by action </li></ul><ul><li>Implementing ideas, show the community that company seriously taken their ideas, feedbacks. </li></ul>
  23. 32. - Up to date and get notified with the latest version - One source of information - Information can be accessed, tagged, voted and found by others - Easy to access and edit - No information deleted – restore always possible Supports discussions Source:
  24. 33. Internal communication <ul><li>There are 4 kind of relationships among employees </li></ul>Mcaffee 2009 None Potential Weak Strong
  25. 34. Sharing and developing skills through social media <ul><li>People tend to form strong ties with others who are similar (“birds of a feather flock together”) </li></ul><ul><li>Looking for innovation from the outer ring is more fruitful: </li></ul><ul><ul><li>ESSPs( Emergent social software platforms) make it easier to reach vast knowledge outside strong ties </li></ul></ul><ul><ul><li>People post not only what they know, but also what they don’t know </li></ul></ul>Mcaffee 2009 None Potential Weak Strong
  26. 35. Internal communication <ul><li>Internal networking </li></ul><ul><li>Find and get found by people who shared interested </li></ul><ul><li>Ask questions & receive brilliant answers </li></ul><ul><li>Easy to use, just remember to use it </li></ul>
  27. 36. Let’s get start!
  28. 37. Reference <ul><li>McKinsey Global Survey Results:How companies are benefiting from Web 2.0 </li></ul><ul><li>Social Media for B2B Technology Companies, Alison O'Brien </li></ul><ul><li>Cisco's Social Media Journey, LaSandra Brill </li></ul><ul><li>Dell Ideastorm - Community involvement, Dominique Hind </li></ul><ul><li> </li></ul><ul><li>Presentation : Leveraging networks and social media in a multinational company , March 2010, Robin Teigland </li></ul><ul><li>Enterprise 2.0 is Not THAT Big a Deal, Andrew McAfee’s Blog </li></ul><ul><li>The Fortune 500 and Social Media: A Longitudinal Study of Blogging and Twitter Usage by America’s Largest Companies, Nora Ganim Barnes </li></ul><ul><li>Social Media in the 2009 Inc. 500: New Tools & New Trends, Nora Ganim Barnes </li></ul>