Social Media for Employment

Presented by: Melonie GallegosSeptember 18, 2009

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My Stats• Social Media Specialist, Geary

Interactive in San Diego

• Clients: WD40, Bumble Bee Tuna, Science Diet/Hills Pet

• 10+ years in digital marketing– 4 yrs with digital agencies– 6 yrs marketing mgmt/biz dev

• NorCal girl

• Degree in Marketing and Communications CSUS

Business Blog: www.InteractiveMarketingCafe.com

Twitter: @InteractiveM

Hashtag for this event: #gearyi

Real Results.

Social media: a couple definitions

...a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions.

groundswell: winning in a world transformed by social technologies

Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio.

This interaction, and the manner in which information is presented, depends on the varied perspectives and "building" of shared meaning among communities, as people share their stories, and understandings.

Real Results.

• 200 million active users as of April 09– Age 30s, 40s, 50s fastest growing segments

• 130 million members (May 09)

• 30 million members (May 09)

• 40 million members (May 09)

• 40 million members (09)

• 84.8 million viewers watched 4.3 billion videos (50.4

videos per viewer) (Mar 08)

Top social networks & penetration

44% of U.S. internet users are on social networks, that’s over 88M people

Adults quadrupled in past 4 yrs, 18-24yrs 75%, Tweens almost 100%

Real Results.

Facebook vs. MySpace

*Major segments index high and/or are high majority in Quantcast. College/no college indexes high. Age data according to Hitwise. Page views and growth rate according to compete.com Apr 2009.Sources: -Facebook Growing Amongst Older, Wealthier Americans, 2/11/09, insidefacebook.com, -Quantcast April 2009, -Social Networking: Will Facebook Overtake MySpace In The U.S. In 2009?, 1/13/09 TechCrunch, -Murdoch Jabs At Facebook's Fast-Growing Audience 05/08/09, MediaPost Publications

Facebook* MySpace*104.1MM Unique Visitors mo. 55.6MM Unique Visitors mo.

18B Page Views 40B Page Views

Fast growth (grew 249.7% Apr 2008-09) Losing ground (declined 8.6% Apr 2008-09)

Est. 2008 revenue $800MM Est. 2008 revenue $585MM

Geared to apps Geared to music

Skews older 25yrs up Skews younger

Skews more affluent (HHI >$60k) Skews less affluent (HHI <$59k)

Majority Caucasian Majority Caucasian

Major segments: African America, Asian, Other

Major segments: African American, Hispanic

College No college

What’s your social media personality?

Photo credits: Flickr artists Urban Mixer, jonesor, uacheesehead

Levels of participation

Social media at work

• Most activity occurs during the weekday during working hours

• 22% of people Tweet for work related reasons and 9% for research

• More companies monitor employee social media regardless of location (work, home)

• Forward companies discovering the benefit of employees as a social media audience

“We’ve found that it’s a great way to form more personal connections with both employees and customers.”-Zappos CEO Tony Hsieh

Why companies use social media

1. Marketing2. PR3. Customer support4. Building brand buzz5. Employee collaboration and team building

56% of people feel a stronger connection with brands who interact with them in social media

Source: eMarketer 9/08

Social media corporate policy

Why?• Transparency on employee privacy

rights• Awareness on company policies and

ethics in the Social Web• Expectations on company

confidentiality• Establish response process

Who it affects• Employees• Partners and vendors• C-Level• Marketing & PR• Customer service

Photo credits: Flickr artist DanBrady

High risk areas

Why?• Public vs. private• Opinions may be seen publicly• Pictures and video

The dirty pizzaemployee faux paus

In February Domino’s Pizza employees caught posting an online video of a coworker:

• Putting cheese up his nose • Sneezing on food• Passing gas on salami

…grossing out millions of people and causing a public relations headache for the international franchise.

They were arrested and charged with food tampering.

Viewed over 1MM times!

Facebook Fired8% of US Companies Have Sacked

Social Media Miscreants• A Facebook post criticizing his employer, the Philadelphia Eagles, cost a

stadium operations worker his job• A teenager was fired from her job after calling it boring on Facebook. • Employee fired on Facebook for calling her boss a “Wanker”

Best practices to keep out of trouble

• Be authentic, be yourself• Cocktail party consciousness, the martini or wine drinker• Be thoughtful about what you put in writing• Put party pictures in private groups• Never assume anything is private even behind the wall of privacy

settings• Be aware of who you allow into your networks (friending your boss

on Facebook)• Be diplomatic in engaging with others (comments, discussions etc)

Beer person?…that’s ok, just be ready to accept the consequences.

Perception is realityPC World It Takes a Village Idiot: The Jerks of Online Forums

Self promoter: This bore meanders across the Web, leaving thinly disguised comments designed to pimp his own project.

Mr. Credentials: "As someone who has managed Windows-based systems for 15 years,“ Then launches into a 500-word essay designed to show just how well-versed he is on the subject at hand overwhelming all resistance with the sheer force and volume of his

hot air.

Using Social for the job huntHigh impact platforms for marketing your professional brand:• LinkedIn• Plaxo • Twitter

Objectives:• Your brand name via profiles• Your network• Thought leadership and expertise• References and referrals

Tips• Credibility through size and integrity of

network• Thought leadership using Status, Groups

and Answers, SlideShare• Building references through

recommendations and using it on your resume

Tips

• Social Networking address book similar to LinkedIn• Pulse - New feature to syndicate and share content

streams

Tips• Networking tool in your industry based on

subject matter• Networking conferences and events

“TweetUps” “live blogging”• Thought leadership through topical

content– Shared intelligence (Links)– Collaborative thinking– Professional advice– Blog syndication

Regardless of whether you want to participate, you are being

Googled…may as well be in control of what people see

Surprise, the one ballroom dancing lesson you took last year ends up being the only search result for your name…awkward

Photo credit: _pixelmaniac_

Own it! Your name is your brand

The answer = vanity search SEO

• What do people see when they Google “Your Name”?– Pictures other people posted of your

bachelorette party?

– Public information is now online. Bought a home? DUI, lawsuit, divorce?

Strategies for owning it

• Determine your keyword your name, nick name, short name, married name, which do you need to own?

• Buy your domain and a build simple website or blog

• Create social media profiles using your keyword name

• Blog positioning your credibility, personality or expertise/thought leadership

• Twitter• Comments, ratings, review (using your keyword

name, no alias)

Monitor your brand, your name

• Set up Google alerts

• Monitor Twitter mentions

Integrating social to your resume

Include in your contact info:– You.com website url– Blog url– LinkedIn url– Attach a copy LinkedIn of your recommendations– Any other social profiles used for business (Twitter)

And be prepared to be Googled…

QnA

Tweet questions @interactivem

Get the presentation on SlideSharehttp://www.slideshare.net/gearyinteractive

Real Results.