A UGUS T 2010
SHOOT ME A STORY page 4 HEALTHY AND RESPONSIBLE DESIGN page 8 SIZE DOESN’T MATTER IT’S WHAT YOU GET FROM IT THAT COUNTS page 16
Blanchardacus Who is Olivier Blanchard? page 12
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SHOOT ME A STORY
A PLACE OF YOUR OWN
THE NEW 140 CHARACTERS OF THE SOCIAL MEDIA SCENE
HEALTHY AND RESPONSIBLE DESIGN
10 BRAND ASSET MANAGEMENT The Revolution 12 BLANCHARDACUS Who is Olivier Blanchard? 16 SIZE DOESN’T MATTER. IT’S WHAT YOU GET FROM IT THAT COUNTS 18
RECRUITERS AND HIRING Managers Reap the Benefits by Using Social Media and Networking Sites
THE SUCCESS OF HEALTHY RELATIONSHIPS
08 | 2010 ■ 1
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e’lite CONTRIBUTORS 2 ■ unGeeked e’lite Retreats UNGEEKEDELITE.COM
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de’niña llc - Milwaukee, WI Email: firstname.lastname@example.org
A UGUS T 2010
e’lite Publisher Cd Vann
Editor Jim Kogutkiewicz Art Director Unicatis Photography STM Creative August 2010 Issue. ©2010 by e’lite. All rights reserved. No part of this periodical may be reproduced in any form or by any means without prior written permission from e’lite. To our readers: e’lite invites you to share your thoughts, ideas and critiques of our publication. Please send comments to publisher, email@example.com. To advertise: Please contact firstname.lastname@example.org
08 | 2010 ■ 3
SHOOT ME A STORY
HELLO, I’M NEW TO e’lite AND WANTED TO INTRODUCE MYSELF. THIS COLUMN WILL NOT BE ABOUT “PHOTO TIPS.” I WILL NOT DEBATE CANON VERSUS NIKON. WHAT I WILL DO IS DISCUSS THE POSSIBILITIES THAT CAN UNFOLD WHEN YOU USE POWERFUL IMAGES AS A WAY TO CONNECT WITH YOUR AUDIENCE TO TELL YOUR STORY.
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Article By Scott Curty: http://www.stmcreative.com
I’m a local commercial photographer, with experience in both still photography and video production. I’ve been shooting professionally since I was 18 and have held positions as a TV news photojournalist, a producer/director and. more recently, partner at STMcreative. One theme you’ll see woven throughout my column is storytelling. It’s a concept as old as civilization, but it remains one of the most powerful tools a marketer can wield against the vast ocean of media. Of course, photography is only one piece, but it can help tell a story in ways our ancestors never imagined. Now, I’d like to give you a taste of what visual storytelling means to me. It’s not complicated. An image can speak on a number of emotional levels. Images can turn us on – or off. Images make us think, laugh, escape and dream. I have been brought to tears over both sad and wonderful images, captured through the lens of a camera. Maybe that’s why I’m so passionate about the medium. Images tell stories. Stories elicit emotions. Emotions make us act. But before you divert any of your marketing budget toward photography, I suggest you participate in a short exercise. Review a number of ads or marketing materials with a photographic element. Pay close attention to the ones that really grab your attention or cause you to spend a few extra moments exploring the product or message. In this exercise, you should include your own material, that of your competition and comparable companies outside your market. Try not to focus on the text. Concentrate on the image and what it says about the product. During this exercise I expect you’ll find yourself making emotional judgments about the subject of the photo, the brand and the product. You’ve really been making these judgments for years, but on a more subconscious level. It’s like walking down an unfamiliar street and picking up the irresistible scent of fresh buttered popcorn from a street vendor. Whether you’re hungry or not, your mind goes through a decision-making process to either get the popcorn or ignore it and move on. If you are “go” for popcorn, your eyes pick up the trail from your nose. Emotionally, you’ve become committed to that positive experience you keep in your memory. It’s then reinforced with the first handful of hot buttered corn. Your sight can trigger the same set of emotional connections. So now, instead of smelling popcorn, you see an ad for a pair of classy shoes on a cobblestone street. Or a website featuring an attorney at his desk, sleeves rolled up as he studies a document. Or – perhaps – a catalog with a personal theater-style popcorn popper, overflowing with fresh, hot buttered corn. Images tell stories. Stories elicit emotions. Emotions make us act. Get the picture? Or more importantly, do you get the connection? ■ 08 | 2010 ■ 5
A PLACE OF e z e l a g e l YOUR OWN
Mark W. Siler
Article By Mark W. Siler: http://www.wbb-law.com/multimedia/blog
There comes a time in the life of every business when its operations expand and it outgrows its current space. At that point, it is time to negotiate a lease for new space. While most people have signed a residential lease, they are not generally prepared to understand, negotiate and sign a commercial lease. The purpose of this article .,," is to point out some basics about commercial leases that will be helpful when it comes to negotiating a lease for your business.
timely notice of your intent to end the lease. Generally, commercial leases are priced on a per-squarefoot basis. For this reason, it is very important to understand exactly how a space is being measured. It is common to base measurements on the outside dimensions of the building. In a building with more than one tenant, the common spaces are generally apportioned among all tenants. It is important to know exactly how much of the lobbies, hallways, elevator shafts and janitorial closets you are being charged for. .,,1,
It is also important to understand that rent is generally not all you are paying for your lease. Most commercial leases contain add-ons to base rent. Often you are responsible for paying the property taxes for that building (or a portion of the property taxes for multitenant buildings). It is also not uncommon that you are required to purchase insurance on the building. This The first thing to understand when entering a commercial insurance cost can be a significant one; therefore it is important lease is the term of the lease. The shorter the lease, the sooner you can leave for greener pastures. However, if ,,,'I . you understand what .' type of coverage is required in order to accurately determine the costs. Another cost commonly you are happy in your space, you may be forced to move added to base rent is the cost of maintenance and repairs to sooner than you want. The starting date of a lease will often , the building and may even include services such as lawn care be determined by reference to some occurrence (e.g., the0,I and snow removal. It is common for some leases to include all property being ready for occupancy by the tenant) rather I three of these items. Such a lease is referred to as a triple net than a specific date. It is important to understand when lease. There are also arrangements for many retail locations that your term and your responsibility to pay rent begins. '" WIl..iI X ; \100 require the tenant to pay a base rent plus a percentage of gross " ! revenue. Understanding these various add-ons can help you Commercial leases are generally for terms of three to 10 determine if you can determine your new space. years. In some cases, you may have an optionlOI to renew CRILlN~ your lease. If you don’t have an option to renew, you will II While this is a short list, it should help you get started when have to negotiate a new lease with the landlord and will reading your first commercial lease. As always, nothing can probably be paying market rent. An option to renew is replace the help of a trusted attorney when negotiating any usually at an increased rate that is determined at the time contract. ■ you sign the original lease. If market rents continue to increase, the option will probably be advantageous to the tenant. However, if rents decrease, you could find that your renewal rate is above market rate. If that is the case, you probably do not want to exercise your renewal option. It is important to understand how your option is exercised. In some cases, you must give notice that you are exercising the option up to one year prior to the end of the term. In other cases, the lease will automatically renew unless you give ',:
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THE NEW 140 CHARACTERS OF THE SOCIAL MEDIA SCENE Article By Cindi Thomas: http://www.translatordigitalcafe.com/
If you are like most professionals, you’ve started making some headway in understanding the true potential and application of social media in our digital, marketing and branding efforts. You’ve started a blog, set up a Facebook page, maybe even a Twitter account. You’ve started listening to what’s being said about your brand. You’ve been sharing more of yourself with those that are choosing to engage with you and even made strides in rallying team members to do the same. The looming world of social media has started to shift from being terrifying quicksand to limestone, providing a little more stability and a little less scariness.
“THEN ENTERS FOURSQUARE, AND IN TRUE DIGITAL FASHION, THE WORLD SHIFTS AGAIN.” More specifically, enter location-based social networking. Location-based social networking allows members of communities to share their location through GPS, apps, e-mail or text. Foursquare has been the leading platform pushing exposure and development of this new trend, but it is not at all the only one. Networks like Gowalla, Loopt and Brightkite all provide similiar experiences of “checking-in” at current locations and connecting that data with others’ information. While these types of engagements are quickly gaining traction, again we see people defaulting to the property and how to jump onboard, rather than pausing and seeing the essence of its draw. Foursquare is not gaining popularity because it’s Foursquare, in the same manner that Twitter’s establishment goes way beyond the name Twitter. It’s what they do and provide that matters, and where we must start in making smart decisions in regards to incorporating them into our mix. The experience of engaging with this trend is of utmost interest for two important reasons. First, this platform, probably more than any other social platform, promises to
deliver on the opportunity to blur the lines between the digital and offline worlds. Just like the humble beginnings of Twitter and the rumblings of why anyone would want to know what I am having for lunch, the early sentiment for many is, “Why would I want to let anyone know where I am, or know where they are?” But the mobility and real-time exposure of these engagements provides actionable opportunities to connect in real life. Now, not only can you tweet about what you want to eat, you can see which of your friends are in the area and meet them for lunch. Check the tips left by past patrons of an establishment and what specials the retaturant has to offer, and it’s like having a virtual concierge at your fingertips. Second, and the most intriguing aspect is the rich, personalized data such platforms make available for businesses. We all know that the more targeted we can be with delivery of personally relevant messages, offers and opportunities to our customers, the more apt we are to influence behavior and sentiment. Stores and brands like Starbucks, Macy’s and Pepsi have started monitoring check-ins and delivering incentives, specials and relevant information to consumers in the vicinity of retail stores, driving traffic and interest. Analyzing consumer data is allowing business owners to track check-in trends around criteria like time of day and related traffic flow, informing decisions about how and when to deliver targeted offers. The most powerful data point is identifying top customers, influencers on a one-to-one level, and empowering your customer service efforts to start a dialogue at the most opportune moment. From a user-experience perspective, there is a much broader sociological and psychological imprint these types of social engagements are shaping – a topic for another article I’m sure. But for today, my advice is to again look beyond the surface engagement of these new tools and begin to ask why people are being drawn to them. Herein lies the insight and guidance to how it may be applicable to you. And don’t forget to check in, I’d love to find you for lunch sometime. ■
08 | 2010 ■ 7
HEALTHY AND RESPONSIBLE DESIGN @agartka
Article By Aga Artka: http://www.agaartka.com/blog/
Earth Day is a couple months behind us, but the idea of keeping our environments healthy, clean and sustainable should be on the forefront of our mind year-round. The interior design industry has been undergoing a sustainable transformation to respond to the global changes in climate, overflowing landfills, manufacturing outsourcing and many more issues that, in the end, affect how people live and work. The U.S. Green Building Council (USGBC) is a nonprofit organization committed to expanding sustainable building practices that lead to environmentally responsible, profitable and healthy interior spaces. In 1998, the organization had developed the first version of the Leadership in Energy and Environmental Design (LEED) Rating System as a benchmark for evaluating the design, construction and operation of high-performance buildings and interiors. Since then, the system has been revised several times to remain relevant and efficient. There are four levels of LEED certification and they apply to both residential and commercial construction projects. The number of current LEED-certified structures, from offices, hospitals, schools, warehouses and homes, is in the thousands and rapidly growing. Developers, architects, engineers and designers are striving every day to produce better environments for the health of the occupants and the earth. Energy-efficient and healthy buildings are quickly becoming an industry standard. Interior designers, whether LEED Accredited Professionals or not, are expected to specify not only the best products, but also the most cost-effective and environmentally friendly. Recycled, reused and locally obtained interior elements play an integral part in earning a LEED certification. It is our duty to educate and contribute to a process of achieving the certification and making a difference in the world of design. ■
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unGEEKED social media,marketing eâ€™lite and branding retreats
Toronto Canada October 28-30th
The beautiful Atlantis Pavilion Reserve Your Seat! $825.00 "Early-bird" per person cost $975 Non early-bird cost
ntage of Take Adva ricing Early-bird P 21, 2010 Ends Sept
Visit our website to register and find information on our other locations San Francisco | Sao Paulo | Orlando | Chicago ungeekedelite.com
08 | 2010 â– 9
BRAND ASSET MANAGEMENT THE REVOLUTION @AngelOakley
Article By Angel Oakley: http://unicatis.com/blog/author/angeloakley
Ask any marketing executive at a successful company, “What are Brand Assets?” and most will tell you, “Everything!” This is because, over the past decade branding has been identified as a one of the most valuable assets that a firm has! So, successful corporate professionals know the value of their Brand Assets, and they’ve spent big money to build them and even more to protect and grow them. Interestingly enough, however, not everyone has realized that the rules of brand asset management have been changing since the dawn of social media marketing. Once upon a time, companies would hire a marketing/ advertising firm to build a brand for them including guidelines for brand standards. After this, everyone was required to follow the standards set in order to maintain the brand. When social media entered the scene companies were readily able to listen, respond, and engage with consumers online, and this has changed the game forever. Today, brands are shaped by the consumer not just the company! So what are Brand Assets anyway, aside from “Everything?” Brand Assets are all things that impact the value of your brand. In engagement marketing this encompasses so much more than once was in traditional push marketing. I won’t claim that the list below to be all inclusive, but it is a start. If your company understands the power of brand assets you should be checking to make sure that the following assets are being managed, leveraged, and protected: 1. THE NAME A name is important, yet it is only one key element of the overall brand. It is critical to know where the name is used (online and off), and how it is being perceived? The brand will ultimately become the definition of the name not visa versa. 2. THE PEOPLE People do business with people not brands, so it is the people behind the brand that shape it. This is the reason corporate culture plays a huge role in branding. See Zappos.com or read Delivering Happiness for more insight.
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3. THE BRAND PROMISE Delivering on brand promise is so important to the success of a brand today. Online media has delivered a level of transparency we have never seen before. This alone holds us to a higher standard, demanding the best. Defining and delivering on brand promise are paramount. 4. ALL ENGAGEMENT PLATFORMS Social Media has redefined how we network professionally. It has given us a platform to connect on a deeper level with all stakeholders. It is, however, fragile and must be carefully managed and approached from a strategic perspective. Facebook, Twitter, and YouTube are among some of the most popular right now, although, it is important to reserve the brand name for ALL online platforms. Keep them organized, keep the data pointing to a place in which active engagement is occurring. Make sure a representative of the brand is easily accessible, responsive, and tactful. 5. THE PUBLIC FACING COMPANY BLOG A blog is your opportunity to keep an open dialog with a consumer base. Identify the target market what do they want to know about. Being informative and helpful will garner a readership so long as a content distribution plan is in place so consumers can find this useful material. Corporate blogging should be strategic and purposeful.
6. ONLINE CORPORATE PERSONA “Google it” Does anyone today do business with a company they haven’t Googled? The results of a Google search says a lot about a brand and it’s character. Know what consumers will find. 7. THE CONVERSATION Today, conversations are documented in such a way that tracking brand success is easier than any other time in history. Watching and engaging in conversations is key. Ultimately, this means Buyer Beware has turned into Company Beware ~ Success now requires excellence! This doesn’t mean perfection, as everyone makes mistakes, but it’s how those mistakes are handled that often define a company. If you do not have standards guidelines in place for the assets above by way of both a brand manual and a social media policy, I would strongly encourage you to do both. These documents are mission critical for proactive brand asset management. I also encourage you to contact me if you’ve identified additional brand assets to tack on the list. ■
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Blanchardacus 12 ■ unGeeked e’lite Retreats UNGEEKEDELITE.COM
ho is Olivier Blanchard? He is most widely recognized as @ thebrandbuilder or sometimes TBB. Brief Bio snippets: Born in Paris, Olivier speaks four languages: 100 percent French, 100 percent English, 35 percent Spanish and 2 percent and Italian. You can see his website, www.thebrandbuilder.wordpress.com, for a list of his “Turn-ons.” But to kick off this interview, conducted by Scott Stratten (@unmarketing), we decided to list Olivier’s “Turnoffs,” which will give you some insight into his online, as well as off-line, personality. Turnoffs • Cheaply built products • Fearful, narrow-minded people • Rulebooks • Intellectual laziness (my personal favorite) • Poorly disguised B.S. • Social climbers • Substandard customer service (Editor’s note: Interview edited for brevity.) Q: What is the biggest mistake that small-business owners make when they are approaching social media? A:The biggest mistake? We need to narrow it down to one?
“YOU SHOULD SET UP Q: You can give me two or three. YOUR ACCOUNTS, AND A: The first one is not understanding what social media can do for your business, and relying on IF YOU DON’T DO ANYTHING someone else outside the company to tell you what social media can do for you. Because what it does WITH THEM, YOU is it sets up this domino affect of bad business, the business on the outside most generally YOU SHOULD AT THE VERY where is going to try to sell services such as a Facebook LEAST “OWN THEM,” account, and the person is working on tactics as opposed to truly going into the business and seeing how the business can or cannot benefit from social media. Ultimately, the problem is that the business owners who make mistakes, not the ones who are doing it right, but the ones who make the mistakes see social media as something they can bolt onto their business, kind of like a fifth wheel, and they don’t stop to try to understand how it fits into their business, as opposed to just adding it to what they are already doing – as if social media will miraculously improve their business.
Q: You mentioned whether or not it would be a fit for your business. Is there a way? Or do you believe there are certain business who shouldn’t be using social media? Olivier, a lot of times in our industry there are some people who are just preaching social media to everybody. Is there a case where you think there is just a certain business that shouldn’t be on social media or certain platforms of social media? A: No, social media is a lot like telephone or e-mail. So in that sense, 08 | 2010 ■ 13
there is no reason why a business shouldn’t have an e-mail address, shouldn’t have a website or shouldn’t have a telephone number. So along those same lines, I don’t think that a business shouldn’t be in social media. Now the thing is, is it really worth a business’s time and resources to focus on social media? In some cases, if they are too strapped and they don’t have the manpower, the resources and they are doing fine, then there is really no need to get that involved in social media. However, I think they should claim their accounts, they should own their online brand. Q: So at the very least, they should be “listening?” A: Yes, at the very least you should set up your accounts, and even if you don’t do anything with them, which I do not advise, you should at the very least “own them.” So that no one else can take them from you. We’ve seen early on with a lot of companies that didn’t think social media was for them, or thought that some years down the line that they would get into social media, and their brands were hijacked either by someone who was going to crack
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jokes and be malicious about it, or cyber-squatters who essentially held their brands for ransom. And I’ve seen this happen with a lot of B2B and B2C companies, and particularly B2Bs. And it’s interesting because B2Bs are not that focused on mass communications, so social media to them does not seem like the obvious choice. And now they are working against the current to get those social media identities back. Q: A few people have described you as “combative” on Twitter. How do you feel about that? A: (Grinning) I wouldn’t call it “combative.” I mean, I don’t go out of my way to pick fights or anything. Sometimes, what I have to say rubs people the wrong way, and they think I’m picking a fight. I’m not. All I am doing is pointing out flaws in their method or their certification scheme or whatever. Some people take my opinion constructively, and some people take offense. Social media is very much a reflection of life outside of the digital world. Some people don’t like to be told they’re wrong.
Q: But you do “poke at people” sometimes, right? As Scott Monty once said? A: It’s more like a tap on the shoulder, really. But OK, yes. Sometimes, repeated tapping can seem to be more of a poke. Q: Why is that? A: Not everyone on the twitternets has thick skin.
Q: Even if interceding turns into a fight? A: Unfortunately, some people will sometimes take a swing, yes. You have to know when to back off, when to dodge. Most of the time, you can resolve disputes rationally and respectfully. But every once in a while, outside of the realm of business and professional decorum, yes, feathers get ruffled a bit and some people get a little out of control. You have to be ready for that.
Q: Do you? A: No. I cry a lot. Q: Seriously? A: No. Not really. I cry at the movies sometimes, but not on Twitter. Q: What movies make you cry? A: There’s that one scene in – wait. No, never mind. Q: So why do you poke, or tap, people? A: The easy answer is that I’m French and we like to argue, but that’s not the real answer. First, it’s important to note that 99.9 percent of my interactions and blog posts are positive. I spend the majority of my time providing constructive advice for people. But occasionally, someone comes out with a statement, a measurement method or some shady scheme that sets off my radar, and I come in for a closer look. Q: Like the ROI thing. A: That’s kind of what started a couple of the disagreements, yes. Self-professed “experts” spewing complete nonsense about what ROI is and how to measure it. The two or three that I really focused on were exceptionally awful. These folks may be super knowledgeable in other areas, but they clearly needed to crack a business book or go manage a P&L for a few months before trying their hand at teaching that stuff. The certification thing was another one. Q: Social media is still pretty young, though. Some would argue that many of these topics are still unclear. Maybe there is room for different interpretations of ROI and certification training? A: As with everything, there are good practices and bad practices. Specifically because social media is still fairly young, it is particularly vulnerable to charlatans and would-be consultants trying to make a quick buck. In five years, no one will be arguing over ROI, certification or legitimacy in this space. But right now, it’s the Wild West: Anyone with a little SEO savvy can sucker businesses into throwing money away on very bad advice. Not everyone agrees with me, but I believe it’s important to help police the space a bit. If you see something fishy going on, don’t just stand there. Go make sure nobody is getting scammed. Social media shouldn’t be any different from the nondigital world. If I see an old lady getting ripped off by a guy at the ATM, I’m going to intercede. If I am sitting in a lecture and the professor tells the class that ancient Romans ate pasta, I’m going to raise my hand and comment too. Same thing here.
Q: Any advice for when something like that happens? A: Yes. Act on Twitter the way you would at a professional event. You don’t have to endure people’s obnoxious behavior just because you’re in a public forum. Avoid making a scene, stay in control and be cool-headed, but don’t let someone push you around either. The idea isn’t to either get in a bare-knuckle fight or to avoid a confrontation at all cost. The first makes you look like a loose cannon, and the latter makes you look like a wimp. You don’t want to be pegged as either. The idea is to shoot down the middle: If a confrontation is inevitable, make it happen on your terms, and end it swiftly. With any luck, very few people will notice and the party will go on. As a bonus, the next guy with an attitude problem or a chip on his shoulder will think twice about disrupting the party, especially if you’re around. Ultimately though, if you aren’t a pushover in real life, there is no reason for you to act like one online. Just be yourself, and don’t feel like you have to walk on eggshells for people who treat you or your peers badly. It’s OK to stand up for yourself when you have to. You don’t have to go all Spartacus on people, but it doesn’t hurt to have a little fight in you for those times when you need it. ■
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unGEEKED social media,marketing e’lite and branding retreats
SIZE DOESN’T MATTER. IT’S WHAT YOU GET FROM IT THAT COUNTS Article By Cd Vann:
UNGEEKED ELITE 2010 RECAP
OK, that is rather sassy of me. But, “it’s what I am thinking.” unGeeked Elite “Retreats” are just that, retreats. @houseofbrew likened it to “summer camp.” My goal was not to have a Wow and Pow three-day conference or seminar. Sincerely, until @AJBombers referred it to as a retreat, it was never meant to be called “a retreat.” But the goal of people bonding and really taking the time to get to know one another was the main goal. And I felt this could only be done in an intimate setting (as intimate as you can get outside of your bedroom, shower or toilet) and go beyond, “Hey, here’s my card!” networking events. As a former Executive Director in the not-for-profit world, we would whisk away to “retreats” once a year. We walked away with a renewed sense of our organization’s goals. With unGeeked Elite Social Media Retreat, I hope you felt that the presenters truly listened to you during your three-day excursion. That you felt you knew what other companies are doing and going through implementing their social media, marketing and branding strategies and programs. You shared ideas with each other and also came up with new ones. And that you were in a “space” where you felt comfortable at sharing your attempts at being better and not repeat “just being good.” But most of all, you learned. You took away one of the best intangibles that your sales team, marketing team, customer service team, design team, creative team, public relations team, and most importantly your “customer,” could enjoy. I hope you walked knowing a little bit more on how to communicate, promise, deliver and relate to one of your most valued assets — the customer, your employees, clients and prospects. Share with me how we can keep the idea sharing and bonding momentum going, so we don’t lose it until May 2011.
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S OF H Y A D 3
JASON FALLS THOUGHTS ON UNGEEKED 2010 UnGeeked Elite was, in my mind, the under-the-radar hit of 2010. It was one of those events that, because it was new, few people were familiar with, but as soon as the speaker lineup was announced, folks perked up. During the event, I even saw a tweet that said something like, ‘I don’t know what UnGeeked is, but I wish I was there.’”
ARN E L N -O
“Cd Vann sat out with the goal of bringing the world of social media and a wealth of learning to Milwaukee. She didn’t just hit a home run with UnGeeked Elite, she hit a grand slam. From the magnitude of national speakers, to the mix of topics, to the regional case studies and panel discussions and the 20-on-1 sessions with the keynote presenters, people who came to this conference got more out of it than they would have at similar national and regional conferences around the country. Everything about UnGeeked was first-class, but with Cd behind it, we all knew that would be the case.” ~ Jason Falls, Founder Social Media Explorer
Thanks to the Elite “Retreat” Committee, and the super job done by the Regional Presenters and Keynote Presenters; I was very flattered with Jason’s email. ~ Cd Vann 08 | 2010 ■ 17
RECRUITERS AND HIRING MANAGERS REAP THE BENEFITS BY USING SOCIAL MEDIA AND NETWORKING SITES… It has become increasingly challenging for all of us who are recruiting candidates, especially for those positions that require specialized skills today. As a result it has forced recruiters Article By Toby Nathan including myself, and hiring managers to turn to “non-traditional” search methods. One such method I leverage extensively, social networking has really taken off. Social networking sites allow you to establish relationships with candidates while promoting your company and leveraging relationships into placements down the road. We must see the obvious – that social networking is social sourcing that leads to social recruitment, and don’t treat them separately. Social media has emerged as an incredible tool, and a growing platform for us to find great candidates who share their work histories electronically online in the Web 2.0 space. Online social media have gained an undeniably strong foothold among job seekers of all ages. The big 4 networking sites (Facebook, Twitter, MySpace and LinkedIn) are all valuable tools for those who know how to use them - even for those executive-level positions. According to Jobvite’s 2009 Social Recruitment Survey, nearly 70 percent of companies use social networking or social media to support their recruitment efforts. Companies are likely to invest more in these types of candidate sources, trimming down their expenses with job boards and even search firms.
18 ■ unGeeked e’lite Retreats UNGEEKEDELITE.COM
76 PERCENT OF COMPANIES SURVEYED PLAN TO INVEST MORE IN EMPLOYEE REFERRALS 72 PERCENT PLAN TO INVEST MORE IN RECRUITING THROUGH SOCIAL NETWORKS 80 PERCENT OF COMPANIES ARE PLANNING TO USE SOCIAL NETWORKS TO FIND OR ATTRACT CANDIDATES LINKEDIN USE GREW FROM 80 PERCENT IN 2008 TO 95 PERCENT IN 2009 FACEBOOK USE GREW FROM 36 PERCENT IN 2008 TO 59 PERCENT IN 2009 TWITTER RANKED THIRD AT 42 PERCENT
Additionally, recruitment and hiring managers are using a variety of online sites to research candidates: LinkedIn (76 percent), search engines (67 percent), Facebook (44 percent) and Twitter (21 percent). Respondents reported that 24% of candidates disclose their social networking presence when applying for a job. The recruiters that have figured out and are using social media are already reaping the benefits. They are accessing and engaging with candidates like they have never done before, and are finding it to be truly revolutionary.
One of the benefits of using social networking sites in a recruiting environment is to maintain a candidate pipeline for a particular position. However, unlike job boards, social networking sites don’t provide immediate response or gratification and networking is not an overnight process. We must remember that the goal of networking is to expand connections incrementally so that your network can benefit you and vice versa in the long run. While most social networking user groups like LinkedIn have opportunities to post jobs for free, most of us want to grow relationships. By building these relationships, you enhance both your professional and company’s brand; connect with second and third degree contacts which afford the opportunities to truly tap into “passive” candidates. A well known example of a LinkedIn hire is Jeff Epstein. He was identified and hired by Oracle as their CFO through his LinkedIn Profile. It is quite obvious that using free social networks to target the most qualified candidates inside or even outside your network increases both the ROI and overall effectiveness of your recruitment strategy. I personally don’t see social recruiting replacing job boards as they serve a certain purpose to most people looking for jobs in their field – especially niche boards.
The bottom line is social networks can be utilized to gain a competitive advantage in an already competitive industry. Today over 571,000 recruiters use LinkedIn. When it comes to building relationships on social networking sites, think quality, not quantity. Take your time and build your network strategically. An ideal network should consist of potential candidates who can be placed using less time and energy than traditional sourcing methods. Consider participating in blogs, discussion groups, and online communities. The beauty of these communities is that it allows you a virtual relationship to connect with potential candidates and the ability to potentially prequalify for your recruitment needs. We all know that networking, when properly executed, is one of the most powerful tools you can have in their tool box. As candidates seek out person-to-person relationships with recruiting professionals and hiring managers, the need for a well-crafted networking strategy is a necessity for recruitment success. ■
08 | 2010 ■ 19
THE SUCCESS OF HEALTHY RELATIONSHIPS Article By Jason Jacobsohn: http://www.networkinginsight.com/
Healthy relationships are very important for personal and professional success. You should make sure to spend time building alliances with other people in the business world and in your community. Once these partnerships are built, you will be able to leverage them to help you fulfill your needs and goals.
Business relationships can come in many forms, such as channel partners, investors and referral sources. Each relationship should be important for helping you build your business or allowing you to excel in your role. Without any business relationships, it can be more challenging to do business because you won’t have any additional resources to tap. Of course it depends on your job responsibilities as to whether you need to form these outside relationships. If you are in sales, business development, marketing or any role that requires you to interact with people outside your company, then building relationships will be a key to your success. Rather than having to continuously sell directly to companies, you can set up partnerships with individuals who are already selling to your target market and have direct access to potential customers. Another great business partnership is a referral source. With a referral source, you have the chance to refer potential clients to one another. Make sure to establish referral sources with people in a variety of business disciplines. Make sure you actively refer business leads to your referral sources. The more qualified leads you send them, the more qualified leads they will send you.
20 ■ unGeeked e’lite Retreats UNGEEKEDELITE.COM
Community relationships can be built with many different organizations. These can be government organizations, charities and chambers of commerce. No matter which ones you develop, make sure you’re also giving back. Community relationships are important because they allow you to connect with individuals outside your industry. With these partnerships, new doors will open up for you both in the community and in business. Forming relationships with the government and individuals will help you politically. This will especially help you when you’re trying to sell to the government or when you need buy in for an aspect of your business. While involving yourself in a charity is rewarding, it’s also great for the community. Pick a nonprofit you or your company would like to help. After finding a charity that suits your firm, you will have the chance to donate time and money, which the charity will appreciate very much. At the same time, your firm will be recognized in the community as a supporter of this charity. Each city or neighborhood has its own local chamber of commerce. These organizations are a great way to meet other professionals. They’re also a way to know what’s happening in your community. One way to build a solid relationship with a chamber is to volunteer on a committee. Not only will you and your firm be recognized by this organization in the community, but you will also be able to expand your network. ■
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e'lite magazine featues 10 contributors in the SoMe, Marketing, PR, Customer Serice, Sales and Branding discplines. We also feature one 'el...
Published on Jul 30, 2010
e'lite magazine featues 10 contributors in the SoMe, Marketing, PR, Customer Serice, Sales and Branding discplines. We also feature one 'el...