Webcast - Het bouwen en onderhouden van een volgers-ecosysteem

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©2013 LinkedIn Corporation. All Rights Reserved.
Building Your Follower Ecosystem & What This Means For You
@alexCharraudeau : Media Solutions Consultant
Webinar 15th October 2014 – Starting at 11:00 CET

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Alex Charraudeau
Ex-recruiter
7 years as a recruitment marketing guy
Web design, development, brand strategy, search marketing, email marketing, social media strategy
At LinkedIn I help recruiters get the most out of LinkedIn
LinkedIn
@alexCharraudeau
Google+

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Agenda
What is the Value of Followers?
How to get Followers
What to do with Followers
5 things you can do today

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The Value of Followers

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1. Stay top of mind
88% of members would follow a company

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2. Generate preference for your business
78% of company followers are more likely to respond to an InMail

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3. Get people to do something by sharing jobs
71% of members will follow a company for jobs

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4. Followers are sustainable
64% of followers would follow companies indefinitely

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“When I hear people debate the ROI of social media it makes me remember why so many businesses fail. Most businesses are not playing the marathon. They're playing the sprint.”
- Gary Vaynerchuk -

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Psychology of Following
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The Psychology
Why we Follow…

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Fear of missing out
–Fear of missing out (or FOMO) is a form of social anxiety. This is especially associated with modern technologies such as mobile phones and social networking services
Social proof
–Social proof is where people assume the actions of others in an attempt to reflect correct behavior for a given situation
Bandwagon effect / Cultural phenomenon
–The bandwagon effect is where the rate of uptake of beliefs, ideas and trends increases the more that they have already been adopted by others
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The Psychology
Why we Follow…

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The Psychology – Fear of missing out
Why should they Follow you?
What are you delivering that will improve their life?
How can you influence and improve someone’s career?
What opportunities are you opening someone up to?
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Opportunity

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The Psychology – Fear of missing out – Opportunity
Outside Recruitment
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In recruitment

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The Psychology – Social Proof
Who else is following?
How many followers do you have?
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Numbers

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The Psychology – Social Proof – Numbers
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In recruitment

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The Psychology – Bandwagon effect / Cultural phenomenon
How long do you have before people loose interest?
Have they already started following all of your competitors?
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Speed

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The Psychology – Cultural phenomenon – Speed
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In recruitment

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Why you would Follow a company – Facebook
49%
Support the brand I like
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42%
Get a coupon or discount
41%
Receive regular updates
35%
Participate in contests
31%
Share my personal experiences

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Why you would Follow a company – Twitter
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52%
Special offers
44%
New products / services
51%
News on the brand
38%
I am a current customer
55%
I like the brand

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Followers on LinkedIn
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71%
Following companies for jobs
68%
News and Insights
61%
Projects and iniativies
88%
Would follow a company

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How To Get Followers
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Generate Followers through word-of-mouth

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Get Followers through being interesting

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Advertising across LinkedIn to your target audience

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Employee Profile Advertising

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Follow on Company Pages

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Follow on Jobs

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Follow Us on the website
www.developer.linkedin.com

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Follow Us on Email

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By using a combination of free technics, jobs and employee profile advertising this company sustained a higher level of Follower growth.
The spike in March & April was due to a short burst of Follower advertising.
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What does success look like?
Graph of Follower Growth over time

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What to do with Followers
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Talent Landscape
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0%
20%
40%
60%
80%
100%
Active
Passive

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0%
20%
40%
60%
80%
100%
Active
The content you produce should match the market
Passive

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Job related content
Interview tips
Jobs!
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Create content for both active and passive people
Active Content
Passive Content
Industry content
News
Projects
Events
Market mapping
Salary surveys
Career advice
Entertainment

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“Leaders don't create followers, they create more leaders.”
- Tom Peters -

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5 Things To Do Today
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5 Things to Do Today
1. Figure out why people should follow you
2. Communicate the benefits of following you
3. Add a Follow Us button on your website and email signature
4. Advertise to your target audience
5. Analyse, review, improve

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Thank you! Please join us next time…
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Always be connecting: LinkedIn
@alexCharraudeau
Google+

Webcast - Het bouwen en onderhouden van een volgers-ecosysteem

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Webcast - Het bouwen en onderhouden van een volgers-ecosysteem