1. Social Media
Social Media
Straight Talk
g
March 24, 2010
Don Leith – CareerBuilder.com
National Account Executive
Social Media Practitioner
facebook.com/donleith
donleith
linkedin.com/in/donleith
3. Did You Know?
Did You Know?
of marketing of Fortune
professionals 500 use some
increased sort of social
social media
social media media tool
media tool**
spend in 2009*
*CareerBuilder Internal statistics, June 2009, **University of Mass., Dartmouth, Financial Institution, Inc., Dec 2008
4. Why are businesses getting in to Social Media?
Worldwide Users in Millions
400
300 • Direct
200
100
0
• Instant
Facebook MySpace LinkedIn Twitter
• Expressive
Social Media Users
de Internet Users
s
80%
70%
76%
68%
65% 64%
• Easy
60%
60%
50% • Dialogue based
Dialogue based
tage of Worldwid
40%
30%
20%
• Anytime, anywhere
Percent
10%
0%
15‐24 25‐34 35‐44 45‐55 55+
Age
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
5. The ROI of Social Media
The ROI of Social Media
1. Influence
2. Traffic
3. C atte
Chatter
4. Intelligence / Experience
• Goals:
– Source Leads/Clients/Talent
Source 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
6. Building a Social Media Presence
Building a Social Media Presence
1. 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 objectives
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
7. Content Implementation Example
Review Review Define post
Define Develop page Get feedback
employment current brand response
goals/budget for each site & go live
brand assets procedure
Month one –
M th
Month 2–5 Month 6 Month 7‐ 9 Month 10 ‐ 12
implementation
• Launch all • Create 90‐day • Create and add • Create 90‐day • Develop
country pages
country pages posting topics
posting topics new tabs if
new tabs if posting topics
posting topics custom content
custom content
calendar applicable calendar if applicable
• Build fan base
with message • Develop • Review page • Develop • Create and add
to internal
to internal custom content
custom content reporting and
reporting and custom content
custom content new tabs if
new tabs if
employees if applicable advertising if applicable applicable
results
• Add link to • Identify key • Proactively • Review page
corporate site,
corporate site openings to
openings to • Evaluate page
Evaluate page target groups
target groups reporting and
reporting and
CB branding emphasize performance online, attract advertising
against client‐ organic fans to results
• Add vanity • Run Facebook defined KPIs page
URLs to
URLs to advertising to
advertising to • Evaluate page
Evaluate page
country‐ grow fans • Adjust posting • Create and add performance
specific strategy if new tabs if against client‐
recruitment necessary applicable defined KPIs
materials
Ongoing management and monitoring from launch
8. 11 Questions
11 Questions
1. Who’s going to
g g 7.
7 What do you do if
What do you do if
care? you can’t engage?
2. What are you going y j
8. Are you just
to give back?
i b k? following the
3. Who’s going to crowd?
manage? 9. What are your
h
4. How often are you metrics?
going to engage? 10. Are you comfortable
10 Are you comfortable
5. Where are your with it?
fans? 11. Are FB, T, and LI
6. What is your goal? your best platforms?
