Like, Poke, Tweet, etc.

How Smart Brands Use Social

Media to Recruit “Rock Stars”

Wednesday, May 29th 2013

Dave Saunders

Chief Idea Officer,

Madison+Main

The Classifieds

The Classifieds

2008

Media Cost: $454

Production: $0

1 Week Print.

15 days Online

Result: 3 resumes

Online

Online

2008

Media Cost: $0

Production: $125

1 Week Online

Result: 100 resumes

Linked In

2008 – Present

Linked In Group

675 members

Linked In Page

452 followers

Last job posting

over 100

resumes

Facebook

2008 – Present

2,165 Likes

Last post for

internship

received 175

resumes

Topics

• What kind of brand are you? 1, 2 or 3

• Where have we been? A History of the Web

• Where are we now? The Age of Convergence

• What does the future look like? 7 points on the future

• How do you find “rock stars” today?

What Kind of Brand Are You?

There are only 3 kinds of Brands.

1. Brands you know and love.

2. Brands you know, but don’t love.

3. Brands you never heard of.

What Kind of Brand Are You?

• 1)

• 2)

• 3) River City ____________?

Where have we been?

From PC to 4.0 in 35 years

Where are we now?

The Age of Convergence

The literal definition of convergence is “the act of

moving toward union or uniformity.”

governments, politics, trade, markets, currencies,

communications, media, transportation, logistics,

energy, education, healthcare, manufacturing,

professional services, supply chain, technology,

research, tourism, banking, non-profits, wholesale,

retail, military, hospitality, aviation, utilities, mining,

agriculture, etc.

Where are we now?

• In 2012 the amount of social media users exceeded the amount

of email users.

• Facebook has 1,200,000,000 users. (1.2 Billion, with a “B”)

• Fortune 2500 companies now average more than 50% of

marketing spend digital.

• The average web user spends 3.5 minutes on CNN.com.

• The average web user spends 35 minutes using Facebook.

• 63% of the US population watches online video.

• The average web user spent 23.2 hours watching videos

online. (approximately 45 minutes a day)

What does the future look like?

1. Physical and digital world becomes more highly connected.

(Geo-location)

2. Our perception of reality will be altered by technology.

(Augmented Reality)

3. Web users will have more rights and less privacy. (Government

v. Google)

4. Human relationships will become more dependent on digital

communications. (Mobile)

5. In the future, we won’t search for information. It will find us.

(Semantic Web)

6. We, as consumers and citizens, will become less passive and

more engaged. (hyperlocal and “buy local”)

7. Everything will be connected on one platform?

How do you find “rock stars” today?

Depends on what kind of

brand you are…

1. Brands you know and love. ENGAGEMENT.

2. Brands you know, but don’t love. PROACTIVITY.

3. Brands you never heard of. AWARENESS.

Engagement

• Content marketing

• Encourage front-line employee use of social media

• Post everything

• Use social media to demonstrate your culture

Proactivity

• Perform the Mea culpa and apologize for breaking

the brand promise

• Change your name and/or rebrand

• Change the sales and distribution dynamic

• Focus the entire organization on proactive

customer service

• Outsource your recruitment

Awareness

• Enhance your brand; imagery, messaging, brand

promise, brand story, etc.

• Institute a balanced inbound and outbound marketing

strategy

• Build large social communities on Facebook, Twitter,

Linked In and niche sites, then leverage those

audiences

• Turn your employees into brand champions

• Tell the brand story over and over again

Call me.

Madison+Main

David Saunders

Chief Idea Officer

1313 E. Main St.

Richmond, Virginia 23219

(804) 521-4141

(877) MAD-MAIN

davids@madisonmain.com

www.madisonmain.com

Parting advice: follow me on Twitter @madmain