Your Host: Ute Gass [email_address] http://www.linkedin.com/in/utegass Ute Gass is host of all the CATCH THE FUTURE presentations and webinars. She is an experienced and skilled e-recruiter, trainer and social networker. Clickstream provides online services and training, enabling small business and individuals to grow in the digital age, using digital tools and online technologies. CATCH THE FUTURE WITH DIGITAL TOOLS AND TECHNOLOGIES PRESENTING A Webinar <ul><li>Introduction to the Groundswell </li></ul><ul><li>Social networking </li></ul><ul><li>Google, keywords, search-engine optimization, websites, mobisites </li></ul><ul><li>Building a professional online profile and using it as a powerful marketing tool </li></ul><ul><li>Finding people and making the right connections using Web2.0 </li></ul><ul><li>Online customer relationship management </li></ul><ul><li>Digital tools and internet technology that are essential tools in a recruiters toolbox </li></ul><ul><li>Glimpse into virtual worlds and the future </li></ul>
WORD OF MOUTH WORD OF MOUSE How do people find you?
YOU CHOOSE…………………. “ One of the most disturbing Western trends is increasing social isolation through the impact of inter-mediating technologies, at the expense of direct interaction with other humans… But, in contrast, technology can also allow creation of digital spaces for shared interests and new digital communities. So...either enriching/connecting or fragmenting society” (Tim Mack, President, World Future Society)
It's not about the technology, it's about the people.
28th October 2008 - twenty people - DAY 4 – 200 DAY 5 – Numbers doubled every 24hrs Day 7 – 30 000 – DAY 8 – 141 000 – DAY 13 – 1 Million members We live in EXPONENTIAL times
A groundswell is rising among your customers. Are you ready? Most companies see it as a threat. You can see it as an opportunity .
<ul><li>Motrin put the ad you see above on its Web site. First mistake -- the ad is wrong </li></ul><ul><li>If wearing your baby hurts your back or neck, you need positioning help, not Motrin. </li></ul><ul><li>Moms who care about parenting are exactly the wrong people to offend in your ad -- they talk! </li></ul><ul><li>Pissed off moms start a firestorm on Twitter (#motrinmoms), followed by hundreds of blog posts . </li></ul><ul><li>A Facebook group attracts hundreds (in one day) requesting a Motrin boycott. </li></ul>Traditional media, in this case Forbes and the parenting blog of the New York Times . The groundswell gives Motrin a headache Johnson & Johnson takes Motrin.com down. Unfortunately, this stuff lives on the Internet forever.
Develop the right ATTITUDE Person-to-person activity Be a good listener Be patient Be opportunistic Be flexible Be collaborative Be humble
Marketing in Web 2.0 is Straight Forward <ul><li>Clarity on what you want to achieve </li></ul><ul><li>Start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for. </li></ul><ul><li>Draw on Web 2.0 strengths </li></ul><ul><ul><li>Who </li></ul></ul><ul><ul><li>Conversation </li></ul></ul>Power of Web 2.0 tools – by communicating, collaborating and contributing
7 million EU network More than 37 million users representing 150 industries around the world 450,000 users per month and is present in over 230 countries. 132.1 million unique visitors in June 2008 300 million registered users worldwide
Skype has over 300 million registered users worldwide
we find you you find me 1 2 3 http://www.referyes.com/source_people.htm Online Database with data mining tools
A strong profile <ul><li>builds your professional brand </li></ul><ul><li>increases your credibility </li></ul><ul><li>positions you higher in Google searches </li></ul><ul><li>makes you more attractive to do business with </li></ul>
SEO – search engine optimisation A search engine employs special software robots, called spiders, to build lists of the words found on Web sites. When a spider is building its lists, the process is called Web crawling. They search the Internet -- or select pieces of the Internet -- based on important words. KEYWORDS They keep an index of the words they find, and where they find them. They allow users to look for words or combinations of words found in that index. (SEO) is the process of improving the volume and quality of traffic to a web site
Think of a “properly formulated” LinkedIn profile as a combination of the following: Your Resume Your Personal Web Page Your On-Line Advertisement Your History Your Interests Your Future
What a LinkedIn Profile is NOT It is NOT Your picture(s), your favorite songs, your friends, insignificant information about you. It is a business tool and not a social tool. MySpace and other sites do a very good job in those areas. Purpose of the Profile Your LinkedIn profile serves many purposes, but the biggest is to be found. People do not use LinkedIn to hide. They are there on LinkedIn, for the most part, to be found – found by people they WANT to be found by. MARKETING-ORIENTED and Focused on KEYWORDS that attract Clients and Customers
<ul><li>“ Opportunity doesn’t knock. It chirps, buzzes, pings, and vibrates .” </li></ul>
sections <ul><li>• Name </li></ul><ul><li>• Headline </li></ul><ul><li>• Geographic Area (where you live) </li></ul><ul><li>• Industry (that you work in) </li></ul><ul><li>• Summary </li></ul><ul><li>• Specialties </li></ul><ul><li>• Experience (company, job title, period, description) </li></ul><ul><li>• Education (schooling) </li></ul><ul><li>• Additional Information (Web Sites, Interests, Groups and Associations) </li></ul>
Linked In Profile WORKSHEET Step 1 – Keyword Inventory Step 2 – Employment and Job Title Inventory Step 3 – Work Date Inventory Step 4 – Goals Inventory Step 5 – Experience and Skills Inventory Step 6 – Education Inventory Step 7– Web sites Inventory Step 8 – Associations/Group Involvement Inventory Step 9 – Interests Inventory Step 10 – Honors and Awards Inventory
Quantity vs . Quality • Why a Big Network? - More prospects to choose from - More visible to others for INBOUND calls - More respected, more sought after - Best for Sales, Recruiting, Job Seekers • Why a Smaller Network? - Nice to "vouch" for and qualify your connections - You don't have time to help people you don't know - Best for Executives at larger companies
Invite Individuals Only Invite people that are already on LinkedIn! - Conserve Invitations - Most likely to accept - Already have a network Invite people one at a time Craft a unique message to each person Reference something specific in their profile Invite the Super-Connected
What is a “Connection”? <ul><li>Invitations create connections when accepted </li></ul><ul><li>InMails and Messages do NOT create connections </li></ul><ul><li>Introductions do NOT create connections </li></ul><ul><li>Connected individuals can see the people in one another’s networks </li></ul>
Keyword Search • Finds Text Anywhere !!! • Great with Boolean Searches AND - both are required OR - Either will qualify NOT - eliminates certain records from the results ( ) - clarifies the logic " " - requires exact string match, use always for best results USE ALL CAPS AS SHOWN • Save the searches in Word to re-use them later
Boolean Search String (Software OR Applications OR "Software Engineering") AND (Manager OR Supervisor) (Sales OR Marketing OR "Development") AND ("Product Manager" OR Manager OR Supervisor OR Director)
Why email marketing hasn't worked in South Africa (until now) <ul><li>We don't have the volumes </li></ul><ul><li>Standard response rates are less than 1% </li></ul><ul><li>In South Africa, databases of 20,000 is considered very good. </li></ul><ul><li>Most micro businesses only have around 500 - 2,000 prospects and clients, </li></ul>1% (five responses) doesn't cut it. Micro businesses have been neglecting their databases... ONLINE CRM
However <ul><li>Get a 10% response rate on those 500 people </li></ul><ul><li>For a MICRO business, this can easily double your bottom line </li></ul>= 50 enquiries instead of 5 <ul><li>Start getting up to 30% response rates and beyond. So, even if you only have 200 clients or prospects, that's 60 enquiries! </li></ul>Who needs conventional advertising? <ul><li>You are sitting on a goldmine in business right now, but you just don't know how to leverage it. </li></ul>This is where Majestic comes in.
Opening a dialogue and NOT focusing on the sale immediately To get a sale, you first need to get information back from your prospects and clients about who they are and what they want. They will only give you this info if your relationship with them is strong enough Majestic works with you to come up with a series of automated, personal mails to your prospects that keeps in regular contact with them and builds credibility so that they will trust you enough to part with this data While you are strengthening the relationship with your base, you are asking for information from them If a person is not willing to give you information about either themselves or their needs, they certainly are not going to spend money with you World Micro Business Domination - small businesses building good old fashioned one-to-one relationships with their customers. THE JOURNEY
Why Go Mobile? (Or The Future of Recruiting is Unwired) More than just accessing the Internet on a phone – it's actively engaging in a world where technology is king and timing is everything. February 2009, the mobile world reached its four billionth customer Mobile phones have evolved to become broadband-enabled multi-media devices that connect mass markets in mature and emerging markets alike As the Millennials – those born after 1980 – move swiftly into the job force, it's more important than ever to connect with these prospects who grew up in the digital age. This hyper-mobile segment of the population is invariably always networking – both socially and professionally, to the point where it has become second nature.
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