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SOCIAL MEDIA
Your Sphere of Influence
In a nutshell
 What is social media, who is involved.
 Who is using it effectively.
 How can you use social media.
-Redefining the world of marketing and public
relations
-By definition: Social Media is a wide reaching
and influential means of communication that
pertains to the life, welfare, and relations of
human beings.
Social Media
But rather how well and where we engage.
It is not a question of whether we engage…
The Social Media Players
Facebook
Twitter
YouTube
LinkedIn
Foursquare
By the numbers
What’sonyour
mind?
 500 million users globally
 116 million in the US
 50% of users log on to Facebook in
any given day
 Average user has 130 friends
 People spend over 700 billion minutes
per month on Facebook
 60 million status updates daily
 65 million users “Like” things daily
 150 million active mobile users
By the numbers
Whatareyoudoing?
 Currently 160 million users
worldwide
 Limited to 140 characters
 People follow your Tweets
 You follow other users Tweets
 Primarily used by older adults
 Use of hashtags (#) to follow hot
topics
 #HireFriday
By the numbers
BroadcastYourself
 2 Billion views per day
 Almost double the prime-time audience of all
3 major US Networks combined
 24 Hours of video uploaded every minute
 Average person spends 15 minutes per
day on YouTube
 Facebook has 46.2 years of video
watched per day (DigitalBuzz)
 Free posting of videos
 Universal appeal
 Simple interface into websites, Facebook
 Second largest search engine
By the numbers
GEOLocating
 Check In” at Venues
 Track where your friends Check In
 Users Can:
 Add venues
 Gain points (badges) for locations
 Become “Mayor”
 4 million users, 1.4 million venues,
15.5 million check ins
 Used by History Channel, City of
Chicago Mayor Campaign.
By the numbers
Professional
Networking
 Over 80 million members worldwide
 US accounts for half of the membership
and 42% of the site traffic
 Establishing links between
professional contacts
 Excellent resource for B2B networking
 80% of companies are using social
media for recruitment. Of those
companies using social media 95%
are using LinkedIn.
Blogs
BLOGGING
 Blogs are a powerful tie between
social networks and websites
 Text, photo, or video
 Most have RSS feeds
 Excellent resource for research
information
 Well executed blogs can have a
direct impact on the Google ranking
of your website.
Big and small companies
A Few Success Stories
Blendtec Blenders
Viral Video
In 11 hours
they had
250,000
views.
6 months
later:
9,031,268
views
Blendtec - SEO
Coca Cola Facebook Page
Created by
Dusty &
Michael
14,586,513
Fans
Women’s Giving Circle
Landing
Pages
Non-profits
Over 200
fans in less
than a
month.
Mashable and Talent Culture
BLOGS
How Important Is It?
Conveying company culture through social networks.
Business Culture
Zappos CEO
Delivering Happiness
Tony Hsieh
Sharing… no matter what!
Employee Powered Twitter
Tracking your mentions
Culture
Traditional and not so traditional approaches
Self Marketing via Social Networks
Self marketing #HireFriday
Self Marketing
Landing Your Dream Job using
Google
Alec
Brownstein
Using
Google Ad
Words
Time to self promote?
TrySocialNetworking
Building your company networks
Social Networks for Job Postings
Networks for Job Postings
 LinkedIn
 Twitter
 Facebook
 YouTube
 Craigslist
 Simply Hired (1,634 jobs)
 Juju (2,400 jobs)
 Indeed (1,971 jobs)
LinkedIn: Build Your Company
Profile
 Contact Info
 Logo
 Website
 Social Networks &
Blog
 Encourage
employees to
connect to company
profile
 Ability to follow
companies online
Company Overview Employees
LinkedIn
LinkedIn for College
Recruitment
CollegeGrads
 200,000 college students join
LinkedIn every month
 LinkedIn’s Career Explorer (beta
product)
 Explore different career paths
 Find people in your network
 Get unique insights about trends
 Recommended job openings
 Follow potential employers
Twitter, You Tube
Job Posting Case Studies
TwitterforJobs
YouTube:Jobsat
Sea
Where to begin
Jump on the Bandwagon
Getting started
Inthebeginning…
 Enlist your colleagues support
 Sell your boss on the concept
 Involve your employees
 Develop a social media strategy
Convincing Your Boss
ADVANTAGES
 SM more effective than traditional website
and can improve SEO (Google Rank) of
your website
 Blogging can reduce CS calls
 SM already used by customers &
competition
 Use SM to “listen” to what people are
saying about you/your brand
 SM can help internally (collaboration &
training)
 Using SM helps in customer prospecting,
HR background checks, product
marketing & community awareness
Goals for Using SM to Recruit
MarketingyourCompany
 People to follow/fan you
 People to engage and share
 Direct them to your website, blogs
can be helpful
 Establish your company’s expertise
 Embrace your company culture
 Share your company vision/goals
How to engage
 Establish a protocol
 Select a
spokesperson
 Choose networks
 Existing or new?
 Set goals &
continually adjust
 Be witty
 Share, share, share
 Convey the culture
 Think out of the box
 Ask questions
 Provide answers
Social Media Setup Engagement
Basic Rules of Engagement
20-40-40
 Content Rule of Thumb 20-40-40
 20 % business promotion
 40 % sharing of information/expertise
 40 % human interest, general content
 Dedicate time to actively engage in
Social Media
 Work day hours tend to be peak times
 Monitor and Respond
 Engage with your fans or they will find
someone else
Managing Social Media
FREE
 Hootsuite - Cloud
 TweetDeck - Native
 Twilert
 Social Mention
Hootsuite
Twilert
Monitor without
engagement
Justifying Social Media
Recruitment
ROI
 Use Facebook Insights
 Use Google Analytics: Facebook &
Website
 Follow mentions through Hootsuite,
Twilert, Social Mentions
 Note Retweets
 Set up custom Hashtags (#)
 Track hits to website from SM
networks
 Track engagement
 Track Fan and Follower numbers
But may not want to hear.
Things you need to know
Negative Posts/Tweets
Followestablished
protocol
 Stay positive
 Delete offensive/spam posts
 Address legitimate concerns in
realtime
 Offer to solve more complex situation
offline via DM, email, etc
 Remember this gives you the
opportunity to share your company
culture and your customer service
expertise.
It's not about pretty - Even if you can't make things
graphically beautiful, people will still like you in
social media. Don't worry so much about how you
look, worry instead about how you act and how
interesting others find you.
Point to Ponder
Engage and Find Me:
ThankYou
Jennifer A. Scherschel
Twitter: @JAScherschel
Facebook: JAScherschel
www.dependableadvertising.c
om
Twitter: @DependableAds
Facebook: DependableAds

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Social Media - Sphere of Influence

  • 2. In a nutshell  What is social media, who is involved.  Who is using it effectively.  How can you use social media.
  • 3. -Redefining the world of marketing and public relations -By definition: Social Media is a wide reaching and influential means of communication that pertains to the life, welfare, and relations of human beings. Social Media
  • 4. But rather how well and where we engage. It is not a question of whether we engage…
  • 5. The Social Media Players Facebook Twitter YouTube LinkedIn Foursquare
  • 6. By the numbers What’sonyour mind?  500 million users globally  116 million in the US  50% of users log on to Facebook in any given day  Average user has 130 friends  People spend over 700 billion minutes per month on Facebook  60 million status updates daily  65 million users “Like” things daily  150 million active mobile users
  • 7. By the numbers Whatareyoudoing?  Currently 160 million users worldwide  Limited to 140 characters  People follow your Tweets  You follow other users Tweets  Primarily used by older adults  Use of hashtags (#) to follow hot topics  #HireFriday
  • 8. By the numbers BroadcastYourself  2 Billion views per day  Almost double the prime-time audience of all 3 major US Networks combined  24 Hours of video uploaded every minute  Average person spends 15 minutes per day on YouTube  Facebook has 46.2 years of video watched per day (DigitalBuzz)  Free posting of videos  Universal appeal  Simple interface into websites, Facebook  Second largest search engine
  • 9. By the numbers GEOLocating  Check In” at Venues  Track where your friends Check In  Users Can:  Add venues  Gain points (badges) for locations  Become “Mayor”  4 million users, 1.4 million venues, 15.5 million check ins  Used by History Channel, City of Chicago Mayor Campaign.
  • 10. By the numbers Professional Networking  Over 80 million members worldwide  US accounts for half of the membership and 42% of the site traffic  Establishing links between professional contacts  Excellent resource for B2B networking  80% of companies are using social media for recruitment. Of those companies using social media 95% are using LinkedIn.
  • 11. Blogs BLOGGING  Blogs are a powerful tie between social networks and websites  Text, photo, or video  Most have RSS feeds  Excellent resource for research information  Well executed blogs can have a direct impact on the Google ranking of your website.
  • 12. Big and small companies A Few Success Stories
  • 13. Blendtec Blenders Viral Video In 11 hours they had 250,000 views. 6 months later: 9,031,268 views
  • 15. Coca Cola Facebook Page Created by Dusty & Michael 14,586,513 Fans
  • 17. Mashable and Talent Culture BLOGS
  • 18. How Important Is It? Conveying company culture through social networks. Business Culture
  • 24. Traditional and not so traditional approaches Self Marketing via Social Networks
  • 27. Landing Your Dream Job using Google Alec Brownstein Using Google Ad Words
  • 28. Time to self promote? TrySocialNetworking
  • 29. Building your company networks Social Networks for Job Postings
  • 30. Networks for Job Postings  LinkedIn  Twitter  Facebook  YouTube  Craigslist  Simply Hired (1,634 jobs)  Juju (2,400 jobs)  Indeed (1,971 jobs)
  • 31. LinkedIn: Build Your Company Profile  Contact Info  Logo  Website  Social Networks & Blog  Encourage employees to connect to company profile  Ability to follow companies online Company Overview Employees
  • 33. LinkedIn for College Recruitment CollegeGrads  200,000 college students join LinkedIn every month  LinkedIn’s Career Explorer (beta product)  Explore different career paths  Find people in your network  Get unique insights about trends  Recommended job openings  Follow potential employers
  • 34. Twitter, You Tube Job Posting Case Studies
  • 37. Where to begin Jump on the Bandwagon
  • 38. Getting started Inthebeginning…  Enlist your colleagues support  Sell your boss on the concept  Involve your employees  Develop a social media strategy
  • 39. Convincing Your Boss ADVANTAGES  SM more effective than traditional website and can improve SEO (Google Rank) of your website  Blogging can reduce CS calls  SM already used by customers & competition  Use SM to “listen” to what people are saying about you/your brand  SM can help internally (collaboration & training)  Using SM helps in customer prospecting, HR background checks, product marketing & community awareness
  • 40. Goals for Using SM to Recruit MarketingyourCompany  People to follow/fan you  People to engage and share  Direct them to your website, blogs can be helpful  Establish your company’s expertise  Embrace your company culture  Share your company vision/goals
  • 41. How to engage  Establish a protocol  Select a spokesperson  Choose networks  Existing or new?  Set goals & continually adjust  Be witty  Share, share, share  Convey the culture  Think out of the box  Ask questions  Provide answers Social Media Setup Engagement
  • 42. Basic Rules of Engagement 20-40-40  Content Rule of Thumb 20-40-40  20 % business promotion  40 % sharing of information/expertise  40 % human interest, general content  Dedicate time to actively engage in Social Media  Work day hours tend to be peak times  Monitor and Respond  Engage with your fans or they will find someone else
  • 43. Managing Social Media FREE  Hootsuite - Cloud  TweetDeck - Native  Twilert  Social Mention
  • 46. Justifying Social Media Recruitment ROI  Use Facebook Insights  Use Google Analytics: Facebook & Website  Follow mentions through Hootsuite, Twilert, Social Mentions  Note Retweets  Set up custom Hashtags (#)  Track hits to website from SM networks  Track engagement  Track Fan and Follower numbers
  • 47. But may not want to hear. Things you need to know
  • 48. Negative Posts/Tweets Followestablished protocol  Stay positive  Delete offensive/spam posts  Address legitimate concerns in realtime  Offer to solve more complex situation offline via DM, email, etc  Remember this gives you the opportunity to share your company culture and your customer service expertise.
  • 49. It's not about pretty - Even if you can't make things graphically beautiful, people will still like you in social media. Don't worry so much about how you look, worry instead about how you act and how interesting others find you. Point to Ponder
  • 50. Engage and Find Me: ThankYou Jennifer A. Scherschel Twitter: @JAScherschel Facebook: JAScherschel www.dependableadvertising.c om Twitter: @DependableAds Facebook: DependableAds