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Content Marketing for Recruitment: Turning Your Fans into Next Employees
Social Recruiting AsiaMarch 2015
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Agence Tesla: From Content to Conversation
- Trained in Journalism, Politics & Business Intelligence
- Team of 5 in Singapore, 5 in Paris
- Startups, SMEs, Fortune 500 clients
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Social Media: The Streets of the Digital World
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47% % of Millenials who say
Brand Reputation matters as much as Job Offer
(Spherion Staffing)
A World Gone Social: Key Trends
1 Brands are Media - You don’t talk = you don’t exist
- You talk about you = you’re boring!
2 Conversations are Everywhere - Time spent on website: 2-5min/visit
- Time spent on social media: 2h30/day
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Social Recruiting: "Best Practices
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Sephora: We Are Sephora Facebook Page
Lifestyle
Backstage
Thought Leadership/Industry
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Maersk: Maersk Line Facebook Page
Interactivity
Lifestyle
HR
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Maersk: Maersk Line Social
Thought Leadership
Voice of Employees
Social Media Room
Transparency
Omniplatform
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Sweden: @Sweden Twitter Account
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Sodexo: So Sodexo – All Platforms Conversation
Conversion
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Common Feature?: Back to the Website
1 Conversations are key… - Your brand, products, industry,
management… people talk about it
- Insights on topics and places
2 …and Conversion is just behind! - Always link people back to website
- Master the visit and its conversion
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Social Media Strategy "for Recruitment & HR
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Plan and Invest in an effective Content Marketing Strategy. Set time and manpower aside to create a presence online and on social media.
Make best use of top social media platforms to increase exposure and generate leads: LinkedIn & SlideShare, Twitter & Facebook
Use Social Media conversations to “gain market insights”
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Content Planning and Corporate Culture Training
Amplify content with Social Media & Events: Showcase and promote products, promote in-person events to drive both online and physical sales
Social Media Listening to assess competitors, understand customers and evaluate general risks
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Only 15-20% of audience were customers
- How to sift out this 15-20%?
- Maersk created a layered approach of
differentiated content.
- Each stage would have content relevant to
the potential customer and encourage movement to the next one
Content Marketing Process Case: Maersk
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Content Best Practices: What are your Values?
1 One-sentence pitch - “We are an innovative, no-office, no-hour
company working in the field of social media”
- Values: independence, autonomy, creativity, innovation
2 Embody your brand through content - Multimedia: blog, pictures, video,
infographics
- Consistency: don’t change it every other month
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Content Best Practices: Content Types
69% 64% 60% 60% 58%
Most Effective Content Tactics
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Content Best Practices: Content “Template"
70%
20%
10%
70-20-10 Rule Remixed: from Web Reviews, links etc Time Needed: 10-30 min
Original: Infographics, blog posts, opinion Time Needed: 2-4h
Commercial: Infographics, blog posts, opinion Time Needed: 2-4h
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Content Best Practices: How To Come Up With Ideas
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Some Pointers To Get You Started Talk about your industry! Main trends, perspectives, key people, and why YOU are different
Let people do your content. Do web reviews, curate links, interview others
Identify a key topic, develop one long piece/white paper, break it down into smaller pieces like a series
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Content Best Practices: Planning (Content)
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Content Best Practices: Bringing Content Together
Blog
FB
- Core Content, Calls To Action, SEO Friendly
- Pictures, Links To Website, Boost Posts
- Post as many times as you want, Ads
LinkedIn - Post as many times as you want, Ads
Digi
tal P
latfo
rms
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Content Best Practices: Optimise with SEO
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Create “Cornerstone” Content
Develop foundational articles rich in content and links, one article one keyword
Highlight Key Words In Articles, Tags and Image Tags/Details
Reinforce links and keywords
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Content Best Practices: Optimise with SEO
SPECIALIST DENTAL GROUP
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Content Best Practices: Optimise with SEO
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Create “Cornerstone” Content
Develop foundational articles rich in content and links, one article one keyword
Highlight Key Words In Articles, Tags and Image Tags/Details
Reinforce links and keywords
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Social Media Best Practices: How It Works
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Pla$orm Format Results
LinkedIn Display Ads 5x more impression than Sponsored Updates (because less compe::on)
Sponsored Updates 5x more E.R. than Display Ads (because less intrusive) 7x more conversion rates than Twi?er & FB
TwiEer Sponsored tweets Lower conversion rate than LinkedIn because clicks integrates all interac:on with the tweet, not only click on the URL Keywords targe:ng : less impressions Interest targeDng: useful if you can idenDfy high-‐volume accounts whose following aligns with your targeDng demographic
Lead GeneraDon Card
Higher E.R. compared to Sponsored Tweets, but the lead data is only emails and the en:re experience occurs on the TwiEer domain vs your own website.
Website Card More traffic to your own domain compared to Lead GeneraDon Cards
Facebook Ads More traffic, so more impression than TwiEer & LinkedIn More suited for B2C than B2B cause FB=consumer plaTorm 5x more impression than sponsored posts
Sponsored Posts 3x more conversion rates than ads
Social Media Best Practices: How It Works
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Social Media Best Practices: How It Works - FB Creating A First Pool Of Fans
Nothing happens on FB without ads Create a small, very targeted audience with ads
i.e turn your Page or posts into ads
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Social Media Best Practices: How It Works - FB
Promote Posts, Engaging With Audience
Share promotions and invite customers to participate in contests
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Social Media Best Practices: How It Works - Twitter Twitter Cards & Targeting
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Social Media Best Practices: How It Works - LinkedIn Account and Company Info
- Make your brand vision clear with your banner and info
- Connect with
employees, partners and other brands
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Social Media Best Practices: How It Works - LinkedIn Account and Company Info
- Associate your employees with your Company Page
- In B2B, getting employees to share with their own networks is key!
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Social Media Best Practices: How It Works - LinkedIn
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Social Media Best Practices: How It Works - LinkedIn Sponsored Updates – Adobe/Dell
- Adobe : include a compelling image to reinforce a point, targeted to marketing professionals
- Dell : tips to help IT professionals better secure their data
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Social Media Best Practices: How It Works - LinkedIn Sponsored Updates
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Social Media Best Practices: How It Works - LinkedIn Customized Banner - Vestas
• Banners customized to the viewer’s company and position • e.g A user who worked at Starbucks would see that “34% of consumers worldwide perceive Starbucks to be climate-friendly • Direct click-throughs to customized, company-specific microsites with high-value content
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Social Media Best Practices: How It Works - LinkedIn Partner Messages
- LinkedIn members can only receive one partner message every 60 days via email
- Numerous qualified meetings
scheduled as a result of the campaign
- Price upon application
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Social Media Best Practices: How It Works - Slideshare Exhibit Thought Leadership – White Papers/Infographics
- Upload White Papers or Report Slideshows
- Provide Links to Existing Researched Content on other platforms
- Build Web of Rich Content in categories associated with the business and its goals
- Make employees upload and share with own network to amplify within industry
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Social Media Best Practices: How It Works - Slideshare Press Releases and Event Info – Adobe/Oracle
- Upload event slides or press release
- Attach Contact Form to
follow up + collect data - Especially press release,
easier to disseminate and share than typical paper copy press release
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Social Media Best Practices: How It Works - Slideshare
Optimisation – Lead Gen with Contact Form - Offer download in
exchange for contact information
- Hover Get In Touch Button
- Contact leads after!
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Social Media Best Practices: How It Works - Slideshare Optimisation – SEO
- Treat slideshares like cornerstone content
- Optimise with keywords and tags
- Use keywords you want your company to be associated with
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Social Media Best Practices: Amplify with Events Events Reinforce Physical Presence - Adobe
- Adobe: Emphasised its “facilitative” role to creativity with Digital Marketing Conference
- Product Launch Events - Online Events
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Social Media Best Practices: Editorial Planning
- What are your campaign goals?
- What kinds of content can help you achieve it?
- When/how often will content be published
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Social Media Listening: CISCO Quick Response & Crisis Management
- Answer customers questions & concerns (in 10 different languages) 24/7
- Listen for sales opportunities
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Social Media Listening: Maersk
Risk Assessment For Less - Identify factors (social,
economic, geopolitical) that can affect your business, industry and clients
- e.g Maersk tweeted to inform followers about location and status of ships in Suez Canal (blocked during the Egyptian Revolution)
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Thanks!
Agence Tesla, a social media agency in Singapore and Paris [email protected]
Follow us on Twitter @agencetesla or www.agencetesla.asia
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