In today’s social media driven marketplace, it’s more important than ever to build a brand that engages and influences your target audience to close more business. With this in mind, TalentCulture and Leadtail have teamed up to bring you this webinar: Using Social Insights to Build Your Brand During this webinar, we’ll present social insights data on what top influencers in the recruiting industry are doing on social media to build their brands... and how you can apply those best practices, too! Specifically, we’ll answer questions such as: What are the key elements to developing your brand? Why is social media the perfect medium for building your brand? Who has done the best job in creating a brand with recruiters? What are these top influencers doing right, and how you can use these techniques, too? TalentCulture CEO Meghan M. Biro will also reveal her secrets for using social media to become one of the most recognized experts in the HR and recruiting fields.

1. Using Social Insights
to Build Your Brand
Co-Hosted with:
Presented by:
Kevin W. Grossman
Carter Hostelley
Karri Carlson
Special Guest:
Meghan M. Biro
February 27, 2014

2. Today’s Presenters:
Kevin W. Grossman
Carter Hostelley
Karri Carlson
Moderator
@KevinWGrossman
Founder & CEO
@Leadtail
VP Social Insights
@Leadtail
Special Guest:
Meghan M. Biro
Founder & CEO
@TalentCulture
@MeghanMBiro
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3. Quick Poll: Which brand is more important to you?
Your Company Brand?
Your Personal Brand?
Both?
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4. Poll Results: Which brand is more important to you?
17%
Your Company Brand?
30%
Your Personal Brand?
53%
Both?
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5. Why Your Brand is More
Important Than Ever
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6. Why is a brand so important?
• What we are: a brand creates a
recognizable identity for our services
• Who we are: represents what we (and
customers) believe and value about us
• Why us: helps everyone understand how
we are different
People are more likely to buy from brands they recognize!
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7. Why is building a brand so hard?
• Vast competition: 20 million U.S.
companies, many have multiple brands
• Lack of trust: consumers don’t trust
brands, they trust each other more
• Too much noise: average consumer is
exposed to 1,200 ad messages per day!
If you are not a brand you are a commodity
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8. How social media helps build brand
• Empowers you: to build social media
channels that directly reach prospects
• Amplifies your brand: when others share
your message with their social networks
• Grows your influence: by having an
audience and engaging other influencers
Future of branding is marketing with people, not at them
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9. What Social Insights Can Tell Us
About Building Your Brand
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10. Why social insights?
• Listen in: Get “real-time” insights into
what your prospects are talking about
• Watch activity: See what content they
read, and who they engage with
• Be influential: learn who influences your
target audience and engage them!
Build your brand armed with social media insights…
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11. How we generated social insights
• Twitter as proxy for social media activity
• Twitter activity of 557 U.S. Recruiters
• Includes in-house, agency, and contract
• Over 90-day period: June 1 to Aug 31, 2013
• Analyzed 173,903 tweets and 106,343 links
• Total follower reach: 1,533,429
• Median number of followers: 649
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12. Brands Retweeted by Recruiters in Q4 2013
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13. Brands Mentioned by Recruiters in Q4 2013
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14. Deeper Insights: What the data shows
• Pace Yourself: Some brands tweet a couple times a day,
others 100+ times a day; find your groove and stick to it.
• Acknowledge: Recognize your champions by
mentioning and retweeting their content.
• Add Value: Top performing brands we looked at include
a link in almost every post.
• Segment: If you have multiple audiences, seriously
consider creating separate, focused accounts.
• Tool up: Listening, curating, publishing, and engaging
are different activities – use the right tool for the job.
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15. People Retweeted by Recruiters in Q4 2013
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16. People Mentioned by Recruiters in Q4 2013
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17. Deeper Insights: What the data shows
1. Top influencers tweet a LOT… 10 to 20+ times daily to share their
brand messages and those of others
2. Create consistent brand persona through original and
curated content
3. Don’t lean on retweets, instead share lots of links and often
mention other folks
4. Engage with other recruiters, publications, and influencers on high
profile topics of interest
5. Use social channels to drive blog traffic, email signups, event
registrations, and audience growth on other social media
channels
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18. Special Guest: Meghan M. Biro
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19. Social Influencer: Meghan M. Biro
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Globally recognized leader, talent management and career
strategist, and social community catalyst
TalentCulture Founder and CEO; Co-Founder of the #TChat
World of Work Community
Worked with hundreds of companies helping them recruit and
empower stellar talent
Top 100 on Twitter Business, Leadership, Tech (HuffPost)
Top 25 HR Trendsetters (HR Examiner); an ultimate List of Social
CEOs on Twitter
Top 100 Leadership Blogger
Top 100 to follow on Twitter in 2014
Weekly Forbes columnist
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20. Humanizing the World of Work Brand
“This above all: to thine own self be true.” – Shakespeare
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21. 5 Essential Steps for Building Your Brand
1. Listen to Shakespeare
2. Take a personal inventory
3. Be honest
4. Don’t over (or under) sell yourself – Think Reality TV
1. Bring your best self
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22. Thank You!
Kevin W. Grossman
Carter Hostelley
Karri Carlson
Moderator
@KevinWGrossman
Founder & CEO
@Leadtail
VP Social Insights
@Leadtail
Special Guest:
Meghan M. Biro
Founder & CEO
@TalentCulture
@MeghanMBiro
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