BlogWell Atlanta Case Study: Georgia-Pacific, presented by Meg Fligg
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In her BlogWell presentation, Georgia-Pacific's Director of Social Media, Meg Fligg, shares how they are using a slow and steady approach to social media and getting great results.
![Slow and Steady Wins the Race ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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BlogWell Atlanta Case Study: Georgia-Pacific, presented by Meg Fligg
Hinweis der Redaktion
- Question: Raise your hand if you know the story of the tortoise and the hare? If I had to tweet it, I’d say: Hare races tortoise. Hare favored. Hare underestimates tortoise: naps at race. Tortoise wins. #slowandsteady Confession: in the “hare eat hare” social media world…GP much more a tortoise. Our approach to everything in sm…college recruiting is an example.
- In August, had a thought… Can we approach college recruiting season differently (Sept./Oct/Nov)? Not just LinkedIn…FB and Twitter
- No separate pages or handles…had to go through the corporate pages How do we do this without clogging up our FB and Twitter account with messages that our communities don’t necessarily care about. Answer: in FB DON’T use our wall but post on college wall. For Twitter, spread out tweets or include multiple schools in the post. Use Twitter tagging to get the attention of the school.
- Had an internal sharepoint site: we could see where the recruiters were going. Took about 5 hours PER SCHOOL to find spaces, figure out which space was best, mascots/names then craft messages and prepare to respond. Measure: engagement with the school, the students and increase traffic to the booth.
- We reached out to about 20 schools across the country. 15 schools engaged with us in some way, shape or form. Big wins…Twitter tags and posts on the wall of the school Most schools began following us and they are still following us today (longer-term relationship). Least successful was student engagement (would students retweet this?). Dependent on school to retweet or show post.
- Geotargeting: good option because it did NOT clutter our FB page. Looking for Feedback here…anything about 1% we determined would be good. We only have 4,000 Likes to the FB page so these numbers are good for us. PR benefit: pride that we were recruiting in their state!
- HR perspective BEFORE experiment: FB just a “social” tool…not applicable (except to be problematic) in the HR space. How did we change this perception: Focused on “story telling” and used real examples in multiple, short e-mails with measurements. Targeted sm can add value when it comes to recruiting.
- Layoffs in Arkansas and Florida (big recruiting states for us). Do we acknowledge this or not in SM? YES How do we handle recruiting efforts going forward? Don’t use GP FB pages…stick to geotargeting: direct messages, FB posts on school sites only.
- Research: Georgia Tech, we found more than 20 official media outlets (schools, events, sports, buildings, careers, etc.). Timing: Need to plan a few days out (weekends are a problem). May need to engage multiple times. Feedback: Need it faster from HR…update materials…recruiters need to solicit where folks are coming from. Offered Cups for retweets…timing an issue.
- We can now expand to more states and schools…we know what it will take to do this. Establish schedule by the hour. Spend more time on structure with HR (meet in advance to change materials). Add a short survey to sharepoint for recruiters. Twitter worked better than FB…quicker responses, more retweets, more engagement.
- The opportunity is now. We didn’t see many competitors doing this so there is currently room in the space to work and recruit. Advice for the tortoises in the group: Doesn’t always have to be flashing or mind blowing…just small, steady steps Advice for the hares in the group: Don’t turn your back (or take a nap). You never know what tortoises like us can do!