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Communities & Conversations

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Ideas

• Transition to Web 2.0 plus• The Big 4.5 Tools/Platforms• Credible Web Presence• Employment Brand• Brand – You Inc.• Case Studies

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Web 1.0

• Static• Centrally Managed• Slow to Change• Unidirectional• Tech Heavy

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Web 2.0

ParticipateListen

UnderstandEngage

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Hyperconnected

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Texting

8Web 2.0 plus

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On-DemandPersonalEngaging

Networked

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Get Involved

Web 2.0" strategies, likens it to the JFK saying about duty - only in this context

it's,

"Ask not what your social network can

do for you, but what you can do for it."

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The BIG 4.5 Tools

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Adoption

640 million active users

175 million active users

100 million members

If Facebook were a country, it would be the 4th largest.

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LinkedIn Statistics

• 2 million join every month, about 1 new sign up per second

• Average age – 41

• Average Household income $110,000

• 64% Male

• 95% college educated

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Facebook Statistics• 57% Household Income above 60K

• 54% have a college degree or more

• 6th most traffic site in the USA

• Over 65 billion page views per month

• 1 in 2 visit Canadian are on Facebook

• Average books user visit 4 – 6 times/day

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You Tube Statistics• Every Minute 10 hours of video is uploaded

to You Tube

• Half of all You Tube users go to You Tube at least weekly

• Half of You Tube Users will share video videos with friends and colleagues

• More content is uploaded to YouTube in 2 months than have been aired on ABC, NBC, and CBS since 1948

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Twitter

• ¼ of internet user update share their status online

• Over 140m tweets per month

• 460k accounts created per day

• 51% of active Twitter users follow companies, brands or productson social networks

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Who uses it?

How many people use social media in the U.S.?

Answer:

Over 51.6% of U.S. internet users are on social networks, that’s

109.2 million people(eMarketer April 2010)

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Average Hours Per Visitor Per Month

Canadians Spend the Most Time Online

Source: comScore World Metrix, February 2008

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~ Anytime ~ Any place ~ Any way

Brand as story tellers

Let them “talk” about you

Create empathy, understanding & openness

Use different media to touch your audience

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Why Build?

• Building awareness, spreading the word• Providing support and motivation• Coordinating unified approach• Involving those affected• Help people take action• Customizing messages• Humanizing the issues

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Why work here?

• Originally, why did you choose to work for this company?

• What are the top 3 factors that have enabled your success in your current position?

• What do you feel differentiates this organization from others for whom you could work?

• What would you tell a prospective hire to this company?

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Brand

A brand is a person’s gut feeling about a product, service, or organization

• Brand is not a logo• Brand is not an identity• Brand is not a product

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This is NOT advertising• Social media marketing, requires

communicating not ADVERTISING so act appropriately

• Targeting beyond demographics of Facebook, you need to become part of the community

• Listen. Learn, and be ready to make mistakes

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How do we get the message out?

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What is your brand?

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Why should I be a part of your brand?

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It is about THEM

• It is not about “job postings”• It is about communicating with candidates• It is about engaging them on their turf• It is about becoming more transparent

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Own your presence online

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It’s about understanding the progression of success

Visitor Community Member

Prospect Candidate

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Credible Web

Presence

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What is relevant?

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Job “Board” Transition

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Sources of Hires

Employment Website 21% - 55%

Referrals 19 % - 28%General Job Boards 11% - 15%

Search Firms 8% - 10%

Campus Recruiting 2% - 8%Other 6%

Niche Job Boards 6% - 12%Social Networking 5% - 8%

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Relationship Recruitment

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Passive and active job

seekers funneled and connected into to the your

community

Social Media Recruitment FunnelFeeding a Talent Pipeline

Linked to Traditional Methods

companyabc.com/employment

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Fish Where the Fish Are

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Social media at work

• Most activity occurs during the weekday during working hours

• 22% of people Tweet for work related reasons and 9% for research

• More companies monitor employee social media regardless of location (work, home)

• Forward companies discovering the benefit of employees as a social media audience

“We’ve found that it’s a great way to form more personal connections with

both employees and customers.”-Zappos CEO Tony Hsieh

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Regardless of whether you want to participate, you are being Googled…may as well be in control of what people see

Photo credit: _pixelmaniac_

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Own it! Your name is your brand

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The answer = vanity search SEO

What do people see when they Google

“Your Name”?

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Strategies for owning it• Determine your keyword your name, nick name, short

name, married name, which do you need to own?• Buy your domain and a build simple website or blog• Create social media profiles using your keyword

name• Blog positioning your credibility, personality or

expertise/thought leadership• Twitter• Comments, ratings, review (using your keyword name,

no alias)

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Monitor your brand, your name

• Set up Google alerts

• Monitor Twitter mentions

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Integrating social to your brand

Include in your contact info:– You.com website url– Blog url– LinkedIn url– Attach a copy LinkedIn of your recommendations– Any other social profiles used for business

(Twitter)

And be prepared to be Googled…

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Classifieds Today

Over 3M unique Canadian visitors

every month

• Over 9B page views/month

• 30M unique visitors

• 9th place overall in N.A.

• Over 3M new job listings/month

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Facebook Profile

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LinkedIn Profile

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Facebook Page

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Facebook Group

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People Relate to People

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Nuts from the beginning

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Nuts from the beginning

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• Google – 383,000 • Yahoo – 727,000• MSN – 282,000• LinkedIn – 9 jobs• Facebook – 19 groups• YouTube – 5

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What is your brand saying?

What are your strategies to reach your targets –

students, employers, job seekers (passive & active)?

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Mark R. Thompson

www.linkedin.com/in/markrthompsonwww.twitter.com/markrthompson

www.delicious.com/mckinleysolutionswww.slideshare.net/mckinleysolutions

www.flickr.com/photos/mckinleysolutions

w: www.mckinleysolutions.come: mark@mckinleysolutions.com

t: 888-769-1577 X222