webcast - het bouwen en onderhouden van een volgers-ecosysteem
Post on 29-Nov-2014
104 Views
Preview:
DESCRIPTION
TRANSCRIPT
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
Building Your Follower Ecosystem & What This Means For You
@alexCharraudeau : Media Solutions Consultant
Webinar 15th October 2014 – Starting at 11:00 CET
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
Alex Charraudeau
Ex-recruiter
7 years as a recruitment marketing guy
Web design, development, brand strategy, search marketing, email
marketing, social media strategy
At LinkedIn I help recruiters get the most out of LinkedIn
@alexCharraudeau
Google+
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
Agenda
What is the Value of Followers?
How to get Followers
What to do with Followers
5 things you can do today
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
The Value of Followers
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
7
1. Stay top of mind 88% of members would follow a company
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
8
2. Generate preference for your business 78% of company followers are more likely to respond to an InMail
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
9
3. Get people to do something by sharing jobs 71% of members will follow a company for jobs
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
10
4. Followers are sustainable 64% of followers would follow companies indefinitely
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
11
11
“When I hear people debate the ROI of social media it makes me remember why so many businesses fail. Most businesses are
not playing the marathon. They're playing the sprint.” - Gary Vaynerchuk -
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
Psychology of Following
12
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
13
The Psychology Why we Follow…
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
Fear of missing out
– Fear of missing out (or FOMO) is a form of social anxiety. This is especially associated with modern technologies such as mobile phones and social networking services
Social proof
– Social proof is where people assume the actions of others in an attempt to reflect correct behavior for a given situation
Bandwagon effect / Cultural phenomenon
– The bandwagon effect is where the rate of uptake of beliefs, ideas and trends increases the more that they have already been adopted by others
14
The Psychology Why we Follow…
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
The Psychology – Fear of missing out
Why should they Follow you?
What are you delivering that will improve their life?
How can you influence and improve someone’s career?
What opportunities are you opening someone up to?
15
Opportunity
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
The Psychology – Fear of missing out – Opportunity
Outside Recruitment
16
In recruitment
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
The Psychology – Social Proof
Who else is following?
How many followers do you have?
17
Numbers
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
The Psychology – Social Proof – Numbers
Outside Recruitment
18
In recruitment
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
The Psychology – Bandwagon effect / Cultural phenomenon
How long do you have before people loose interest?
Have they already started following all of your competitors?
19
Speed
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
The Psychology – Cultural phenomenon – Speed
Outside Recruitment
20
In recruitment
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
Why you would Follow a company – Facebook
49%
Support the brand I like
21
42%
Get a coupon or discount
41%
Receive regular updates
35%
Participate in contests
31%
Share my personal
experiences
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
Why you would Follow a company – Twitter
22
52%
Special offers
44%
New products / services
51%
News on the brand
38%
I am a current customer
55%
I like the brand
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
23
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
Followers on LinkedIn
24
71%
Following companies for
jobs
68%
News and Insights
61%
Projects and iniativies
88%
Would follow a company
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
How To Get Followers
25
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
26
Generate Followers through word-of-mouth
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
27
Get Followers through being interesting
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
28
Advertising across LinkedIn to your target audience
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
29
Employee Profile Advertising
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
30
Follow on Company Pages
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
31
Follow on Jobs
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
32
Follow Us on the website www.developer.linkedin.com
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
33
Follow Us on Email
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
By using a combination
of free technics, jobs and
employee profile
advertising this company
sustained a higher level
of Follower growth.
The spike in March &
April was due to a short
burst of Follower
advertising.
34
What does success look like? Graph of Follower Growth over time
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
What to do with Followers
35
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
36
Talent Landscape
36
0% 20% 40% 60% 80% 100%
Active Passive
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
0% 20% 40% 60% 80% 100%
Active
The content you produce should match the market
37
Passive
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
Job related content
Interview tips
Jobs!
38
Create content for both active and passive people Active Content
Passive Content
Industry content
News
Projects
Events
Market mapping
Salary surveys
Career advice
Entertainment
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
39
39
“Leaders don't create followers, they create more
leaders.” - Tom Peters -
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
5 Things To Do Today
41
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
5 Things to Do Today
1. Figure out why people should follow you
2. Communicate the benefits of following you
3. Add a Follow Us button on your website and email signature
4. Advertise to your target audience
5. Analyse, review, improve
#STAFFING ©2013 LinkedIn Corporation. All Rights Reserved.
Thank you! Please join us next time…
43
Always be connecting:
@alexCharraudeau
Google+
top related