Lwhra Presentation So You Have a Social Media Strategy. Now What? 9.13.12

"So, you have a Social Media Strategy – Now what?"

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Who am I

Sheree Truitt Director Digital BusinessTMP Worldwide

Phone: 818.967.0094Email: sheree.truitt@tmp.com

Janet MuirJanet.muir@tmp.com

Elan MasliyahElan.masliyah@tmp.com

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agenda1. Building a social influencer strategy

2. Developing a robust digital brand ecosystem

3. Leverage search engine marketing to help candidates find you

4. Mobile marketing guidelines and how to get started.

5. Next generation trends in digital branding

6. Metrics

7. Bringing it all together

8. Questions

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Steps to building a social influencer strategy

3 Steps:

1. Identify your specific industry influencers:

2. Motivate influencers

3. Enable social influencer strategy

But WAIT!!!

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What if you have no social strategy in place yet?

• Target Audience

• Our Behaviors

• Policy (or lack of)

• Legal

• Resource Drain• Good for other companies

but not us

• Privacy/Work Separation

• Change/Culture

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Why are companies using social media?

“Listen”- measure brand perception

Join, add value and guide conversations

INFLUENCEAWARENESS ACTION1 2 3

Cultivate relevant communities

Amplify awareness to the opportunity

Job referrals

Drive traffic to careers site

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How are companies using social media?

COLLABORATE

CONTRIBUTE

CONNECT

CONTENT MANAGEMENT

SEO

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Phase I: “Build it”Build a presence on social networking sites to share information about you as an employer and integrate/cross promote it in everything we do for recruitment marketing. Build it with careers as focus.

Phase II: “Beef it”Involve your employees in the social networking sites to provide genuine experiences and information about you as an employer. Get Employees stories/testimonials/involvement.

Phase III: “Buzz it”Leverage your employee network on the social networking sites to generate buzz among their friends and networks. Enlist Employees in Spreading the Word to their Networks.

Building your Social Strategy

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Social strategy example - P&G

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social influencer strategy

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Are you ready for a social influencer strategy?

1. Is your social strategy defined and in place?

2. Do you have an internal social manager?3. Have you built your social presence with

careers tabs and jobs focus?4. Have you established a method to measure

the social strategy?

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Developing a social influencer strategy

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3 Steps:

1. Identify your specific industry influencers:- Build relationships with influencers- Investigate what will work with your audience- Address social media compliance - Develop an influencer strategy with influencers

2. Motivate influencers- Give access to information; reciprocate - Provide incentives, freebies, cash, etc.

3. Enable social influencer strategy- Train internal social team- Automate influencer activation- Don’t forget to include photos and videos

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digital brand ecosystem

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Developing a robust digital brand ecosystem

Your Brand is not your Logo! ………

“Your own brand isn't necessarily what you want it to be; instead, it's the sum of all the ways your customers experience your company”

Create a strategy for “Living your Employment Brand” (internal and external)• What is your employment brand promise?• What actions need to take place to demonstrate the promise?• What messaging should accompany the action?• Where should that messaging show up (search, social, career site, etc)

Evolve your web platform with changing and new best-practice trends like Instagram

Designate internal “Brand Ambassadors”

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Live the Brand

Creating Brand Ambassadors

‣ Outfit ambassadors with digital cameras, mobiles, etc.

‣ Provide Ongoing Authentic Views of Day-to-Day Life

‣ Build Community for Target Audiences

‣ Power Social Presences Going Forward

‣ Provides Sustained & Authentic Presence

Owning their own Digital Ecosystem – AT&T

Career Home

Talent Network

Twitter

Facebook

YouTube

LinkedinMobile

TalentBrew

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leveraging search and mobile

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Candidate Behavior has changed

Candidate

Career Site

SEO & SEM (Search Engine Optimization & Marketing)

Job searches conducted on major websites:

Google 304 MillionIndeed 161 MillionMonster 200 MillionCareerBuilder 159 MillionYahoo 64 MillionSimply Hired 30 MillionBing 12 MillionAsk 9 Million

80% of all internet sessions start on a search engine.

Paid and Organic Search

PAID

SEA

RC

HLO

W R

ISK

- ON

LY PA

Y IF

CLIC

KED

PAID SEARCHLOW RISK - ONLY PAY IF CLICKED

ORGANIC SEARCH

77% OF PEOPLE VIEW RESULTS

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Organic SEO (Continuum)

Pay-per-click

SEO Technology

Twitter

Organic SEO (Continuum)

Organic SEO (Continuum)

Goal – Own the Real Estate

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mobile marketing

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Mobile marketing guidelines and how to get started.

• By 2013, the #1 way to access the internet will be by mobile device (Morgan Stanley, 2010)

• More than 61% of users are unlikely to return to a website they had trouble accessing on their mobile device (Google, 2011)

• 57% of mobile job seekers want the ability to search for jobs (Jobvite, 2011)

• 51% of mobile job seekers want to be notified of openings (Jobvite, 2011)

Typical mobile job search without mobile optimization

• Same job description as desktop

• Scroll to read

• No calls to action

• Job seeker would abandon this

job search

• A Look Inside (Images/Video)

• Short Job Description

• Map/Local Information

• Relevant News/Content

• Options to Apply

Redefining the Mobile Job Posting

Content Focused on Mobile

Rich media content related to specific job categories and

locations Automatically created Short Job Descriptions from full

description Multiple calls to action including mobile apply and application using LinkedIn

profile

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Event data capture on mobile

• Offline data-capture (no need for internet or wireless connection)

• User authentication

• Browser based (using HTML 5)

• Data export to CSV when online

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being different

Smart Creative – Edward Jones

Nikki is in Houston. She is served a Houston-specific ad promoting a local event. When she clicks that ad it that will take her to a Houston event registration page.

Sam is in Charlotte. He is served the default Edward Jones ad, but the click will

take him to a Charlotte landing page.

The ad server will display geo-specific creative andclick through to a geo-specific landing page based on the user’s IP address

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How creative can a QR code be?

Integrated and Immersive Experience

Buick takes advantage of social integration by creating a truly immersive experience for users. Visitors can drill down to information from news and social channels by fans, users, and more

while interacting directly with content.

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Marketing to mobile

• Mobile Advertising Networks

• Pay Per Click (PPC) display advertising

• SEM e.g. Google AdWords

• SMS push marketing campaigns

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Augment Reality Example

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While people are on break at a conference or waiting in line for an event, we will engage them through posted brand displays that will connect the offline recruitment

effort to the digital through videos and targeted content.

Augmented Reality│Engage Your Audience

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tracking and measuring

What should you track and what can you expect?

• All trackable media – paid ads, banners, emails, PPC

• All organic job results

• Social job results

• One centralized location for all reports

• Customizable dashboard

• Expect to see trends in media performance resulting in reducing or eliminating media sources

Reports

• Detailed reports with analysis for each media

• Includes data on effect of branding initiatives - “Post impression” data

• Analyst-written monthly/quarterly reports - Explains and recommends optimization strategies

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bringing it all together

Bringing it all together with an integrated strategy

Bringing it all together with an integrated strategy

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Bringing it all together with an integrated strategy

online banner

e-newsletter.oft email

Bringing it all together with an integrated strategy

TalentBrew

Bringing it all together with an integrated strategy

Bringing it all together with an integrated strategy

Bringing it all together with an integrated strategy

Military/Vets

Career site

Bringing it all together with an integrated strategy

TalentBrew

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thank you Questions and answers