Social MediaSocial Media Straight TalkgMarch 24, 2010
Don Leith – CareerBuilder.comNational Account Executive
Social Media Practitioner
facebook.com/donleith
donleith
linkedin.com/in/donleith
What is my Social Media Strategy?
…not a strategy, but a tool to support asupport a…
• Marketing Strategy• Marketing Strategy• Customer Service Strategy• Knowledge Management Strategygy
• Talent Attraction & Retention StrategyStrategy
• Charitable Giving Strategy
Did You Know?Did You Know?
of marketing of Fortune professionals increased social media
500 use some sort of social media tool**social media
spend in 2009*media tool
*CareerBuilder Internal statistics, June 2009, **University of Mass., Dartmouth, Financial Institution, Inc., Dec 2008
Why are businesses getting in to Social Media?
400
Worldwide Users in Millions
100
200
300
400
• Direct
• Instant0
Facebook MySpace LinkedIn Twitter
s Social Media Users
Instant
• Expressive76%
68% 65% 64%60%
50%
60%
70%
80%
de In
ternet Users • Easy
• Dialogue based
20%
30%
40%
50%
tage
of W
orldwid Dialogue based
• Anytime, anywhere0%
10%
15‐24 25‐34 35‐44 45‐55 55+
Percen
t
AgeAge
Source: Graph 1: Facebook statistics, July 2009; MySpace and LinkedIn: comScore data, July 2009; Twitter: Mashable and comScore data, July 2009. Graph 2: Nielsen Online, 2009
The ROI of Social MediaThe ROI of Social Media
1. Influence2. Traffic3. Chatter3. C atte4. Intelligence / Experience
• Goals:– Source Leads/Clients/TalentSource Leads/Clients/Talent– Gather Intelligence – Build Relationships
Build and Support Your Brand and Reputation– Build and Support Your Brand and Reputation– Increase Share of Voice– Drive Revenue
Building a Social Media PresenceBuilding a Social Media Presence1. Determine your target audience
2. Begin by listening, not acting
– Listening reveals areas of opportunity and needs
– Opportunities and needs define goals
3. Set obtainable goals and objectives3. Set obtainable goals and objectives
– Goals determine where a brand should participate and monitor
4. Determine your mediums and areas of focus in terms of content
– Set a content schedule
5. Participation/monitoring begin after goals and metrics are defined
– Consistent participation develops engaged audiences
Connected and engaged audiences comprise a community– Connected and engaged audiences comprise a community
Content Implementation Example
M th
Define goals/budget
Review employment
brand
Review current brand
assets
Define post response procedure
Develop page for each site
Get feedback & go live
Month one –implementation
•Launch all country pages
Month 2–5
•Create 90‐day posting topics
Month 6
•Create and add new tabs if
Month 7‐ 9
•Create 90‐day posting topics
Month 10 ‐ 12
•Develop custom contentcountry pages
•Build fan base with message to internal
posting topics calendar
•Develop custom content
new tabs if applicable
•Review page reporting and
posting topics calendar
•Develop custom content
custom content if applicable
•Create and add new tabs ifto internal
employees
•Add link to corporate site
custom content if applicable
•Identify key openings to
reporting and advertising results
•Evaluate page
custom content if applicable
•Proactively target groups
new tabs if applicable
•Review page reporting andcorporate site,
CB branding
•Add vanity URLs to
openings to emphasize
•Run Facebook advertising to
•Evaluate page performance against client‐defined KPIs
target groups online, attract organic fans to page
reporting and advertising results
•Evaluate pageURLs to country‐specific recruitment materials
advertising to grow fans •Adjust posting
strategy if necessary
•Create and add new tabs if applicable
•Evaluate page performance against client‐defined KPIs
materials
Ongoing management and monitoring from launch
11 Questions11 Questions1. Who’s going to 7 What do you do ifg g
care?
2. What are you going i b k?
7. What do you do if you can’t engage?
8. Are you just to give back?
3. Who’s going to manage?
y jfollowing the crowd?
hmanage?
4. How often are you going to engage?
9. What are your metrics?
10 Are you comfortable5. Where are your
fans?
10. Are you comfortable with it?
11. Are FB, T, and LI 6. What is your goal? your best platforms?
BEST PRACTICES & EXAMPLES
Client Facebook Example
Client Facebook Example
Client Twitter Example
Client LinkedIn Example
Tell a Story with Photos
Give a virtual tour of your facilitiesGive a virtual tour of your facilities with photos or convey the way in which your employees make a difference in patient quality of lifedifference in patient quality of life
Highlight Employee Achievements
Wall and Tab Posts
Listen To and Recognize Fansg
Show Philanthropic Involvement and Fundraising
Promote Career Fairs and Specific Job iOpenings
Example Launch Email