7. Conversation means a mindset shift
Audience
Community
Who is our community?
Message
Experience
Where do they hang out?
What value can we add?
Target
Invite
Media plan
Interest
plan
Penetrate
Collaborate
What should our content be?
How will people get involved?
What will make it ongoing?
How will we measure success?
8. We need to think like marketers.
We need to build engagement and interest.
THE ACQUISITION AND ENGAGEMENT OF TALENT
Social conversation
Strong reputation
Talent community
Brand traction
Delivery of promise
Candidate Journey
Unaware
Follow
Colleague advocacy
Participate
Advocate
Join
Engaged
champion
Reduced attrition
people plan,
Mission,
Perform
Increased productivity
Business strategy,
vision & values
Align
Commit
and
Achieve
Reduced cost to hire
Reduced time to hire
Self selection and selection process
Higher engagement
Increased profitability
Measurement
12. Friend of mine awareness (Jay Baer)
“Friend of mine awareness is predicated on the fact that companies are
competing against real people for the attention of other real people. To
succeed, your prospective customers must consider you a friend. And if, like
their friends, you provide them real value rather than simply offer a series of
coupons and come-ons, they will reward your company with loyalty and
advocacy, the same ways we reward our friends.”
!
15. Jay Baer’s blueprint
Identify your customer needs
Map customer needs to useful marketing
Market your marketing
Make it a process, not a project
Keep score
22. Conversion (thanks Jay)
Understand what your community needs to know
Identify your customer needs
Think about how you could help them
Map customer needs to useful marketing
Tell people where they can find help
Market your marketing
This is not a short term solution
Make it a process, not a project
Measure everything
Keep score
23. Who could you help?
Engineers working on a complex project
IT guys looking at a technical challenge
Graduates settling in to university
HR people looking at brand and reputation
CEOs looking at culture change
24. !
How can you be helpful?
@tonictweeting
Tonicthinking.com
@tomchesterton
020 7183 2556