ATC Social Media Conference
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19-Oct-2014 -
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Transcript of ATC Social Media Conference
Implementing a Social Media Strategy
It’s just Facebook and Twitter right?
WHAT IS SOCIAL MEDIA
In ethical, psychological, and aesthetic matters, to give a clear reason for one's judgement is universally recognised as a mark of rare genius – William James in The Principles of Psychology in 1890
Media
Conversations
Relationships
So...
Ad
Agency
Guy ->
Social media is more than marketing
Social media is a
state of mind
SOCIAL MEDIA STRATEGY
“A satisfied customer is the best business strategy of all.”
– Michael LeBoeuf
Framework for social media
Unaware
Listening
Goal Setting
Participating
Monitoring
Engaging
Community
Bu
sin
ess
Imp
act
Reactive Proactive
Unaware
Framework for social media
Unaware
Listening
Goal Setting
Participating
Monitoring
Engaging
Community
Bu
sin
ess
Imp
act
Reactive Proactive
Listening
Listening
Framework for social media
Unaware
Listening
Goal Setting
Participating
Monitoring
Engaging
Community
Bu
sin
ess
Imp
act
Reactive Proactive
Have a strategy
Have a strategy
• Be CLEAR on what you trying to achieve using Social Media
• Align your Social Media strategy to your business drivers
• Engage your stakeholders
• Understand your audience
• Define your channels & tools
• Agree and promote your guidelines, policies, support and rules of engagement
Framework for social media
Unaware
Listening
Goal Setting
Participating
Monitoring
Engaging
Community
Bu
sin
ess
Imp
act
Reactive Proactive
Listen, Learn, Adapt, Refine
Site Users in 2005
MySpace 26.7 Million
Facebook 11.1 Million
Xanga.com 7.9 Million
Bebo.com 1.5 Million
Friendster 1.5 Million
Tribe Networks 515K
LinkedIn 354K
Orkut.com 83K
Listen, Learn, Adapt, Refine
Users in 2011
Who uses MySpace?
750+ Million
Um what?
Who knows?
Bankrupt
No idea
135 Million
Something Yahoo killed
Then Now
Listen, Learn, Adapt, Refine
Be Smart not Clever
K.I.S.S
K.I.S.S
K.I.S.S
Source: Nokia Blogs
Add value to job seekers
Add value to job seekers
Provide support to your front line recruiters
Your processes must support
ATS
Framework for social media
Unaware
Listening
Goal Setting
Participating
Monitoring
Engaging
Community
Bu
sin
ess
Imp
act
Reactive Proactive
Monitoring
Reach
Monitoring - Metrics
Branding
Actions
Costs
Reputation
Measuring transactions
• Frequency
– How often candidates interact with you
• Reach
– Net new candidates, talent pool
• Yield
– Cost per transaction
Content is not social
Framework for social media
Unaware
Listening
Goal Setting
Participating
Monitoring
Engaging
Community
Bu
sin
ess
Imp
act
Reactive Proactive
Conversations
Consistent vision and voice
Specific messages and authenticity
Specific messages and authenticity
Strategy Questions
• How will you support candidates?
• Where do candidates already "hang out" online? If they already have an established community instead of trying to create a new one see how you can support them?
• Do you require a Social Media Policy for your recruiters so they understand how much time they can devote to social media?
Strategy Questions
• You need to look at the changes social media will bring to your relationships with candidates?
• Who within your organisation will be impacted by social media, what communication, education or training will they need?
• Who within your organisation will be responsible for the engagement with social media?
Curating
Producing
Commenting
Sharing
Listening
Personally Getting Started
Four attributes of Social Media: 1. Collaboration 2. Transparency 3. Trust 4. Authenticity
Twitter: mspecht