Social MediaSocial Media Straight TalkgMarch 24, 2010

Don Leith – CareerBuilder.comNational Account Executive

Social Media Practitioner

facebook.com/donleith

donleith

linkedin.com/in/donleith

What is my Social Media Strategy?

…not a strategy, but a tool to support asupport a…

• Marketing Strategy• Marketing Strategy• Customer Service Strategy• Knowledge Management Strategygy

• Talent Attraction & Retention StrategyStrategy

• Charitable Giving Strategy

Did You Know?Did You Know?

of marketing  of Fortune professionals increased social media

500 use some sort of social media tool**social media 

spend in 2009*media tool  

*CareerBuilder Internal statistics, June 2009, **University of Mass., Dartmouth, Financial Institution, Inc., Dec 2008

Why are businesses getting in to Social Media?

400

Worldwide Users in Millions

100

200

300

400

• Direct

• Instant0

Facebook MySpace LinkedIn Twitter

s Social Media Users

Instant

• Expressive76%

68% 65% 64%60%

50%

60%

70%

80%

de In

ternet Users • Easy

• Dialogue based

20%

30%

40%

50%

tage

 of W

orldwid Dialogue based

• Anytime, anywhere0%

10%

15‐24 25‐34 35‐44 45‐55 55+

Percen

t

AgeAge

Source: Graph 1: Facebook statistics, July 2009; MySpace and LinkedIn: comScore data, July 2009; Twitter: Mashable and comScore data, July 2009. Graph 2: Nielsen Online, 2009

The ROI of Social MediaThe ROI of Social Media

1. Influence2. Traffic3. Chatter3. C atte4. Intelligence / Experience

• Goals:– Source Leads/Clients/TalentSource Leads/Clients/Talent– Gather Intelligence – Build Relationships

Build and Support Your Brand and Reputation– Build and Support Your Brand and Reputation– Increase Share of Voice– Drive Revenue

Building a Social Media PresenceBuilding a Social Media Presence1. Determine your target audience

2. Begin by listening, not acting

– Listening reveals areas of opportunity and needs

– Opportunities and needs define goals

3. Set obtainable goals and objectives3. Set obtainable goals and objectives

– Goals determine where a brand should participate and monitor

4. Determine your mediums and areas of focus in terms of content

– Set a content schedule

5. Participation/monitoring begin after goals and metrics are defined

– Consistent participation develops engaged audiences

Connected and engaged audiences comprise a community– Connected and engaged audiences comprise a community

Content Implementation Example

M th

Define goals/budget

Review employment 

brand

Review current brand 

assets

Define post response procedure

Develop page for each site 

Get feedback & go live

Month one –implementation  

•Launch all country pages

Month 2–5 

•Create 90‐day posting topics

Month 6

•Create and add new tabs if

Month 7‐ 9

•Create 90‐day posting topics

Month 10 ‐ 12

•Develop custom contentcountry pages

•Build fan base with message  to internal

posting topics calendar

•Develop custom content

new tabs if applicable

•Review  page reporting and

posting topics calendar

•Develop custom content

custom content if applicable

•Create and add new tabs ifto internal 

employees 

•Add link to corporate site

custom content  if applicable

•Identify key openings to

reporting and advertising  results

•Evaluate page

custom content if applicable

•Proactively target groups

new tabs if applicable

•Review  page reporting andcorporate site, 

CB branding

•Add vanity URLs to

openings to emphasize

•Run Facebook advertising to

•Evaluate page performance against client‐defined KPIs

target groups online, attract organic fans to page

reporting and advertising  results

•Evaluate pageURLs to country‐specific  recruitment materials

advertising to grow fans •Adjust  posting 

strategy if necessary

•Create and add new tabs if applicable

•Evaluate page performance against client‐defined KPIs

materials

Ongoing management and monitoring from launch

11 Questions11 Questions1. Who’s going to  7 What do you do ifg g

care?

2. What are you going i b k?

7. What do you do if you can’t engage?

8. Are you just to give back?

3. Who’s going to manage?

y jfollowing the crowd?

hmanage?

4. How often are you going to engage?

9. What are your metrics?

10 Are you comfortable5. Where are your 

fans?

10. Are you comfortable with it?

11. Are FB, T, and LI 6. What is your goal? your best platforms?

BEST PRACTICES & EXAMPLES

Client Facebook Example

Client Facebook Example

Client Twitter Example

Client LinkedIn Example

Tell a Story with Photos

Give a virtual tour of your facilitiesGive a virtual tour of your facilities with photos or convey the way in which your employees make a difference in patient quality of lifedifference in patient quality of life

Highlight Employee Achievements

Wall and Tab Posts

Listen To and Recognize Fansg

Show Philanthropic Involvement and Fundraising

Promote Career Fairs and Specific Job iOpenings

Example Launch Email