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TURN NOISE INTO MUSIC How social media can grow your employer brand online by Per J. H책kansson

About Author

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15-years consumer Internet industry experience, innovating for Icon Medialab, Yahoo!, Blurb & CareerTV

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Active blogger since 2003 via www.perhakansson.com

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Available via LinkedIn, Facebook, Twitter, Slideshare & Skype

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Email: per.hakansson@gmail.com

Agenda 1. A really short history of the web 2. What is social media? 3. Examples of social media platforms

4. How employers are using social media today 5. The ROI on social media 6. Recommendations Copyright Universum 2009

a really short history of the web

1 Copyright Universum 2009

15-years of Evolution AUDIENCE

Micro Blogging 1,734MM

Social Networks Instant Messaging

1,018MM

Weblogs

Open Mobile Platforms

Video Sharing

361MM

Photo Sharing

16MM

RSS YEAR

1995

2000

2005 Copyright Universum 2009

2010

what is social media?

2 Copyright Universum 2009

What is social media? â€œSocial media is content created by people for peer-to-peer social interaction using highly accessible and scalable Internet and mobile publishing technologies.â€? [Source: Wikipedia]

mass Media / social Media Mass Media

Social Media

Reach

Infinite (in theory)

Infinite

Accessibility

Publishers

People

Usability

Professionals

Amateurs

Recency

Regular release

Real-time

Permanence

Static

Ever-changing

How big is social media? • 300MM Facebook users

• 52MM LinkedIn users • 5-10MM Twitter users • YouTube 1BN views / day • 100+ MM blogs Copyright Universum 2009

Mobile drives social, social drives mobile • Mobile phones have become the perfect social platform – iPhone and Android represents 75% of requests from smart phones

• 80% of all tweets are from mobile phones • Connect online to meet offline via location services Copyright Universum 2009

Why so popular? • Self-expression • Building reputation and getting attention • Participatory • Meritocratic • Real-time • Free (gratis) Copyright Universum 2009

examples of social media platforms

3 Copyright Universum 2009

A few examples and their killer social features [ And itâ€™s not content ] Examples

Killer Feature

Blogging Platforms

Wordpress, TypePad

Comments, trackbacks, easy sharing

Micro-blogging

Twitter, Tumblr

Mobile crossover, 140 characters, followers

Social Networks

Facebook, LinkedIn

Friending, status update, sharing content

Video sharing

YouTube

Personal video clips, embed, ratings, favorites

Mobile applications

Foursquare

Geo-location, friending, games

â€œNo company has the resources today to communicate with 3 billion or more people without the support of the network. People must be willing and active participants in the transmission of the message, or the communication must be socialized within a community of interest. [Tom Hayes, Jump Point - How Network Culture is Revolutionizing Business]

Twitter

itâ€™s all interconnected [ Think Ecosystem ]

Facebook

Google

SlideShare

My Blog

Foursquare LinkedIn

The economic model: Reputation (links) + attention (traffic) = monetization (value)

how employers are using social media today

4 Copyright Universum 2009

“You can’t buy attention anymore. Having a huge budget doesn’t mean anything in social media…The old media paradigm was PAY to play. Now you get back what you authentically put in. You’ve got to be willing to PLAY to play.” [Co-Chairman Alex Bogusky of Crispin Porter & Bogusky]

The basics • Share videos via Youtube

• Tweeting on Twitter • Share photos via Flickr • Recruit talent via LinkedIn • Hosting a fanpage on Facebook

One of the first Employer Branding campaigns running on broadcast TV and YouTube.

• All accessible via corporate career center

early adopter: Ernst & young

• Facebook fanpage

• 34,400 fans • 10 videos / 12 photo albums / 468 fan photos • Polls

telling the story: Microspotting

• A blog telling the story about working at Microsoft • Not afraid of using tags, comments or sharing • Microsoft employees get a t-shirt if they blog about Microspotting

sharing culture: Netflix

• Making their 128-pages “Culture of Success” manifesto available • Creates authenticity and complete transparency • Becomes viral and builds their employer brand

letting the employees speak: zappos.com

• “What are Zappos employees doing right now?” • Leveraging the voice of all employees • Full transparency = cool place to work / individual freedom with responsibility

the return on investment on social media

5 Copyright Universum 2009

“I frankly don’t care that we’ve done $3 million in revenue through Twitter – but I do care that Stephanie Nelson is out there answering questions and engaging with customers.” [Lionel Menchaca, Digital Media Manager for Dell]

what does success look like?

• Experimental to learn about a new revolutionizing media – Being first matters: time to fail / succeed and easy to connect with early adopters and social influencers

• Soft metrics via engagement, awareness and brand building – “Perception is everything, maybe the only thing.”

• Harder financial metrics as unique visitors and video views – $10,000 / $200 CPM = 100,000 video views

recommendations

6 Copyright Universum 2009

where to start • Listen in and learn –

What do your talent markets say about your company on blogs, social networks and Twitter?

Collect feedback and share internally.

• Join the conversation –

Understand and learn from your audience, discuss

important issues and be authentic, open and stay true –

Socialize your content by sharing videos, add

comments, be present, start a dialog / conversation

• Act on the learnings –

how to get started

• Start with smaller projects • Leverage what you have

• Succeed fast by using prototypes • Dedicated social media / web professionals / advisor • It’s a marathon, not a sprint

what not to do

• Prevent employees to access social networks during work hours • Ignore criticism, deny the obvious or censor content

• Slow responses and updates The Streisand effect is an Internet phenomenon where an attempt to censor or remove a piece of information backfires, causing the information to be publicized widely and to a greater extent than would have occurred if no censorship had been attempted. Copyright Universum 2009

questions?

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HOW IT WORKS: 1. 2. 3.

Email notification with employer in the subject line arrives in inbox. Recipient opens email from WetFeet Career Profile to find out a message from an employer is waiting for them Member logs into his/her Career Profile account to read the announcement from the employer, which includes a link to the employer’s career page or other URL of choice. Copyright Universum 2009

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Where: University of Houston When: January 28, 2010 Time: 9am – 3:30pm Ticket Price: $149 for 1 Ticket / $200 for 2 Tickets Click here for more details: http://www.employerbrandingstore.com/Browse/Tickets.aspx *Check back for details for the Employer Branding Forum – Boston / January 21st Copyright Universum 2009