Lost in the sea of social media? Workshop designed and presented by Ute Gass

1. Designed by Ute Gass Copy Right Reserved

2. COURSE CONTENT:
We Are Going To Cover A Lot…
1. Overview : Objectives, Content, Community, Technology and ROI
tools.
2. Getting started: The Process
3. Search Engine Optimisation
4. Content Creation
5. Creating extraordinary LinkedIN profiles, Facebook fanpages,
Twitter profiles and You Tube channels
6. Integrating Social Media into the recruitment process
7. Building and managing Talent Communities and Networks
8. Mobile
9. Reputation Management
10. Time Management
11. ROI
12. Social media plan - template
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3. W M
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4. W O M
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10. YOU ARE NOT A JOB BOARD
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12. It’s about RELATIONSHIPS
•CONNECTIONS DO NOT LEAD
TO RELATIONSHIPS
•BUILDING RELATIONSHIPS
BY CONNECTING DO
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13. PROCESS
•TARGET AUDIENCE
•OBJECTIVES
•SEO
•CONTENT
• PROFILES / PAGES
• AD CAMPAIGNS
•INTEGRATION
•CULTURE CHANGE
•CAPACITY
•MEASUREMENT
•EXPERIMENT
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14. The (unspoken) Social Media Process
TARGET
AUDIENCE
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15. SEGMENT TARGET AUDIENCE
Silent
Majority
Vocal
Majority
Social
Majority
• Joins but rarely participates
• Reads/watches/listens to UGC
• Lowest level of social influence
• Joins and actively participates
• Shares UGC and commentary
• Medium level of social influence
• Builds/moderates community
• Creates and aggregates UGC
• Highest level of social influence
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16. Source: ©2010 MarketingSherpa Designed by Ute Gass Social Marketing Benchmark Survey

17. GOALS =
• Establish a relationship with the RIGHT person
in advance of a hiring need to reduce
time of hire and costs.
AND/OR •Find partners
• Build brand
• Reduce customer support
costs
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18. Google's intent is to create the world's best information-rich
artificially intelligent system.
WHAT DOES LOVE ?
Keyword Glossary
Building Links that matter
Content
Conversation
http://www.googlekeywordtool.com/
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19. CONTENT
is King
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20. • Fresh content with relevance
• Content is more than just information
• Content objects are critical hubs
of conversation
…they are social objects
that get consumed,
shared and manipulated
by the viewing audience.
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21. CONTENT
How to tell a great story — 9 simple steps!
1. Look at some Examples
2. Choose a meaningful subject.
3. Create a keyword list
4. Use an authentic voice.
5. Be concise.
6. Include a striking image
7. Space your paragraphs
8. Add tags so people will find your story.
9. Explore other media types.
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22. RESOURCES
technorati.com
Boardtracker.com
Google/alerts
Tweetdeck
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23. CONVERSATION IS QUEEN
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26. Blogs
• The NEW company web site
• Authentic
• First person
• Insightful
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27. TOTAL LINKEDIN USERS IN SOUTH AFRICA
1 099 134
83%
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29. Skills and Expertise
Profile completeness
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30. LinkedIn
• Personal profile
• Groups
• Events
• Companies
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32. Optimize LinkedIN company page
1. Activate status updates by adding admins - including yourself!
2. Commit to posting a status update twice a day
3. Add your blog RSS to your page to auto-populate your blog's content.
4. Create a helpful "Company Overview" description, with the most important
info at the top
5.Opt-in to "show news" about your company
6. Add "Company Specialties" (or keywords) to help your company get
found for specific terms
7.Link to a landing page on your Overview Page.
8. List one of your products or services in the "Products" section, and
explain why it's valuable
9. Add "banners" to your Product Page and link to special interior pages
of your website
10. Add a video to your Product Page.
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33. Facebook wants to create the world’s best
information-rich, socially-based system.
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38. EdgeRank Checker
affinity (popularity)
time decay (timely)
weight (relevance)
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40. FACEBOOK
Key strategy to
getting more ‘Likes’
and connecting with
your audience is to
provide helpful
information
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42. FACEBOOK Advertising Campaign
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43. Demographic data for Likes is only available
when your Page has at least 30 Likes.
https://www.facebook.com/ads/manage/camp
aigns/
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46. Twitter
• Profiles
• Search
• Post
• Engage
http://www.twitjobsearch.com/
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47. HANDY TOOLS
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50. MORE TRAFFIC TO WEBSITE =
LEAD CONVERSATION
BLOG
FB
LinkedIN
TWITTER
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51. Create Promote
Measure
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53. More Africans
have access to
mobile phones
than to clean
drinking water.
NIELSEN
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54. “mobile” refers to the
user, and not the device
or the application.
People, not things.
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55. QR CODE
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57. TEXT MESSAGING IS
PMEosRt VacAceSssIiVbleE mobile technology globally
•4 x more people use SMS than e-mail
• 11 % of South Africans use their mobiles to go
online
• Consumers aged 25-34 are the heaviest users
• 69%of consumers prefer sending texts to
calling
• 85 %of mobile subscribers
• Mobile phone use has gone from 17% of
adults in 2000 to 76% in 2010.
• Half of all users of Facebook in South Africa
access the site via their mobiles.
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58. Mobile
By 2013, mobile phones will overtake PCs as the
most common Web access device worldwide
GARTNER
• Mobile web site optimization
• Be where your audience is
• Social media is the answer
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59. MOBILE ACCESS
Planned or not, mobile traffic
is being directed to your
career site.
Are they finding a dead end?
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62. The benefits of building a talent community
•Qualified candidates at your fingertips
•Less dependence on expensive, ineffective job
boards
•Less money spent on job advertisements
•Increased interaction with potential candidates in
order to help them understand what your
organization does
•Better quality of applicants to job openings
•Creates a talent pipeline for future job openings
•Attracts passive candidates
Designed by Ute Gass

63. Time Management
• Build it into your day – social
media is a tool and a process
• Content Planning
• Social Media plan
• Comments
• Third party apps
ie Hootsuite Tweetdeck
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64. REPUTATION MANAGEMENT
uses the tools of the Internet to monitor and
analyse a brand’s reputation and to engage in
conversation so as to influence its reputation.
1. monitoring the buzz – Google Alerts, Tweetdeck
2. analysing – what’s being said by whom
3. influencing – engaging in and leading
the conversation
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65. httDpes:i/g/newd wbyw Ut.es oGacsisalmediaexaminer.com

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67. ROI
Return on Investment or Risk of Ignoring
purchases
value
traffic
branding
awareness
employees
leads
interest
clicks or views
time
Klout
What is measured is valued!
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