This deck supported the final session (June 7, 2013) of our Virtual Learning Series with the US Department of Labor, Employment and Training Administration and 13 State Grantee Teams working on Expanding Business Engagement.

1. 1
May
3,
2013
Expanding
Business
Engagement
Ini2a2ve
US
DOL
Employment
&
Training
Administra2on
Expanding
Business
Engagement
Ini2a2ve
US
DOL
Employment
&
Training
Administra2on
Social
Media
That
Works
Virtual
Learning
Series
Session
3
June
7,
2013
Social
Policy
Research
Associates
&
BootsRoad
Group

2. 2
2
DOLETA
Team
Gina
Wells
Megan
Lizik
Jonathan
Payne
U.S.
Department
of
Labor,
ETA
This project has been funded, either wholly or in part, with Federal funds from the U.S. Department of Labor, Employment and Training
Administration under Contract Number: DOLU121A21890. The contents of this publication do not necessarily reflect the views or policies of the
Department of Labor, nor does mention of trade names, commercial products, or organizations imply endorsement of same by the U.S.
Government.

3. 3
3
Social
Policy
Research
Associates
(SPR)
Ahmad
Mansur
EBE
Project
Manager
Kris@n
Wolff
Training
&
Technical
Assistance
Sam
McCoy
Training
&
Technical
Assistance

4. 4
4
SubmiLng
Ques2ons
§ To
submit
a
ques2on
or
comment,
type
the
ques2on
in
the
text
box
§ Click
the
send
buRon.
§ Your
name,
the
text
and
your
ques2on
will
appear
on
your
screen,
indica2ng
successful
submission.
§ If
you’d
like,
you
may
choose
who
you
want
to
submit
the
ques2on
to
by
selec2ng
their
name
from
the
drop-­‐down
menu
in
the
“Start
Chat
with”
field
(default
is
“Everyone”)
Chat
Room
Send
BuRon
Text
Box
Drop-­‐Down
Menu

5. 5
5
It’s
geLng
HOT
in
here…
Avoiding
the
fire
drill:
• Phone
muted
at
all
2mes
unless
speaking
• Deac2vate
microphones
on
all
devices
• Avoid
using
3rd
party
applica2ons.
Just
use
your
phone.
5

6. 6
6
Agenda
ü Overview:
Day
3:
Virtual
Learning
Series!
ü Spencer
Critchley:
Social
Media
that
Works
ü Break
and
Team
Exercise
ü Examples
of
Engaging
Business
through
Social
Media
ü Q
&
A
ü Closing
Remarks

7. 7
7
Overview:
Virtual
Learning
Series
&
Final
Session
Day
Theme
Day
1:
June
5th
Transforma2on
Stories
Day
2:
June
6th
Mini-­‐Profile
&
MassachuseRs
on
Metrics
Day
3:
June
7th
Social
Media
That
Works
&
EBE
Case
Studies
Final
Session:
June
21,
2013
Review
of
progress
&
EBE
tools,
website

8. 8
8
Spencer
Critchley
Managing
Partner
Boots
Road
Group,
LLC
Communica2on
&
Engagement
Collabora2on

9. 9
9
Overview
1. How influential communication works
2. How social media works
3. How social media strategy works
— Break —
4. How to engage

10. 10
10
1. How influence works

11. 11
11
Compare...
Informa2on
vs.
Influence

12. 12
12
A
Compare

13. 13
13
B
Compare

14. 14
14
A
Compare

15. 15
15
B
Compare

16. 16
16
A
Compare

17. 17
17
B
Compare

18. 18
18
What’s
the
difference?
A B
Compare

19. 19
19
What’s
the
difference?
Information Emotion
Compare

20. 20
20
Compare...

21. 21
21
“Don’t litter.
It’s ugly and bad for the environment.”
A
Compare

22. 22
22
B
Compare
http://youtu.be/hYp1gc5joQg

23. 23
23
Why is emotion so dominant?

24. 24
24
Survival

25. 25
25
It’s how we
decide what
To do.

26. 26
26
The world runs
on emotion.
Image: Wikimedia
Commons

27. 27
27
Influencers don’t
supply information.
They satisfy
desire.

28. 28
28
Influencers don’t
supply information.
Entertainers
Advertisers
Politicians
The press
They satisfy
desire.

29. 29
29
Influential
Communication
Emotional
Targeted
Simple
Repeated
Image: Wikimedia Commons

30. 30
30

31. 31
31
Examples
Emotional, Targeted, Simple, Repeated

32. 32
32
Examples from your own work
Emotional, Targeted, Simple, Repeated

33. 33
33
2. How social media works
(in 2 mental shifts)

34. 34
34
Media: the first 5,000 years

35. 35
35
One-to-many Image: Wikimedia Commons
3,000
BCE:
Sumer

36. 36
36
Image: Wikimedia Commons
One-to-very-many
1455:
Gutenberg

37. 37
37
Mental shift #1

38. 38
38
Many-to-many
Now:
social
media

39. 39
39
It used to be easy.

40. 40
40
Advertising, or...
Tradi2onal
media

41. 41
41
Public
Relations
Tradi2onal
media

42. 42
42
Tradi2onal
media

43. 43
43
But what do you do with this?

44. 44
44
kittens
Tumblr
Twitter
XXX
YouTube
Halo 3
eBay
ESPN
recipes
Spotify
Pinterest
Instagram
Facebook
Hello?
Social
media

45. 45
45
Power used to belong
to the publisher

46. 46
46
Mental shift #2

47. 47
47
Now, power is
in the network

48. 48
48
Image: Wikimedia Commons
Now, power is
in the network

49. 49
49

50. 50
50
What that means to you…

51. 51
51
Your Facebook page
is not a page.
Image: Wikimedia
Commons

52. 52
52
Image: Wikimedia
Commons

53. 53
53
What should you share?
What they desire

54. 54
54
Influencers don’t
supply information.
They satisfy
desire.

55. 55
55
Image: Wikimedia
Commons
1. Be generous
2. Build your network
Act like you’re new in town.

56. 56
56
Examples
Be generous, build your network

57. 57
57
Be
generous,
build
your
network

58. 58
58
3. How social media strategy works

59. 59
59
Tradi2onal
marke2ng
You
Target
market
What do you
have?
What do
they want?
< Marketing >

60. 60
60
Social
media
marke2ng
You
Target
community
Your
network
Their
network
Influencers

61. 61
61
Social
media
strategy
1. Define your value offering
2. Identify your target audience
3. Find their influencers
4. Engage with their influencers

62. 62
62
Questions?

63. 63
63
Homework:
Define your core offering
ID your target audience
ID some influencers

64. 64
64
Overview
1. How influential communication works
2. How social media works
3. How social media strategy works
— Break —
4. How to engage

65. 65
65
Homework
How did it go?
Define your value offering
ID your target audience
ID some influencers

66. 66
66
How to engage

67. 67
67
Social
media
strategy
1. Define your value offering
2. Identify your target audience
3. Find their influencers
4. Engage with their influencers

68. 68
68
Target
audience
1. Your value offering:
Qualified employees
Training
Etc.

69. 69
69
Target
audience
2. Target audience:
“Workforce development”

70. 70
70
Target
audience
So far so good…

71. 71
71
Target
audience
3. Influencers:
How to find them?

72. 72
72
Find
influencers:
manually

73. 73
73
Find
influencers:
manually

74. 74
74
Find
influencers:
with
tools

75. 75
75
Find
influencers

76. 76
76
Find
influencers

77. 77
77
Find
influencers

78. 78
78
Find
influencers

79. 79
79
Find
influencers

80. 80
80
Let’s remind ourselves
where we are…

81. 81
81
Social
media
strategy
1. Define your value offering
2. Identify your target audience
3. Find their influencers
4. Engage with their influencers
✓
✓
✓

82. 82
82
How to engage?

83. 83
83
Not by making
announcements
Image: Wikimedia
Commons

84. 84
84
How to engage:
• Build your network
• Be generous

85. 85
85
Engage
Techniques
• Follow
• Share/Retweet
• Favorite
• @ mention
• Learn what they like
• Give them what they want

86. 86
86
Engage

87. 87
87
Engage
BTW

88. 88
88
Engage

89. 89
89
Engage

90. 90
90
Engage

91. 91
91
Engage

92. 92
92
Engage

93. 93
93
Engage

94. 94
94
Engage

95. 95
95
Engage
Through June 2 #
Total Job Seeker registrants
New registrants week ending 6/2
Total employer user accounts
New employer accounts week ending 6/2
Total Job Listings within 60 Days in NJ
Outside NJ, within 50 miles of State border
213,334
1,899
6,446
108
85,858
159,901
Jobs4Jersey.com
Source: New Jersey DOL

96. 96
96

97. 97
97
Engage
You’re building your network
& being generous.
• Follow
• Share/Retweet
• Favorite
• @ mention
• Learn what they like
• Give them what they want

98. 98
98
Engage
Aggregation and curation

99. 99
99

100. 100
100
Engage

101. 101
101
Engage

102. 102
102

103. 103
103
Measurement

104. 104
104
Measure
You
Target
community
Your
network
Their
network
Influencers

105. 105
105
Measure

106. 106
106
Measure

107. 107
107
Measure

108. 108
108
Measure

109. 109
109
You
Target
community
Your
network
Their
network
Influencers

110. 110
110
Remember…

111. 111
111
Influencers don’t
supply information.
They satisfy
desire.

112. 112
112
Many-to-many

113. 113
113
Power is
in the network

114. 114
114
You
Target
community
Your
network
Their
network
Influencers

115. 115
115
Questions?

116. 116
116
Activity (20 Minutes):
Define your core offering
ID your target audience
ID some influencers
BREAK
&
ACTIVITY

117. 117
117
Thank
You
Everyone!

118. 118
118
What’s
Next?
• Note
taking
or
something

119. 119
119
DOLETA
Team
Gina
Wells
Megan
Lizik
Jonathan
Payne
U.S.
Department
of
Labor,
ETA