1. Social Media Strategy
2012
v.1 3/19/12

2. Contents
 FreshGrad’s Social Strategy
 Current Social Media Landscape
 Competitive Social Landscape
 LinkedIn
 Careerbuilder
 Monster
 Indeed
 FreshGrad’s Social Media Plan
 FreshGrad’s Social Media Plan - Details
 Next Actions
 Appendix

3. FreshGrad’s Social Strategy

4. FreshGrad’s Social Strategy
What Social Media CAN Do:
• Build FreshGrad‟s online identity and create visibility around brand‟s
connection with relevant influencers.
• Create and maintain active social presences on core platforms.
• Be the number one pioneer within competitive set amongst core
demographic in the social space.
• Be engaging: provide content that generates sharing and dialogue with
fans.
Overall Executional Considerations
• Advance planning on editorial calendar: monthly basis across platform
(Appendix #4).
• Diversify the content across platform, integrating images, questions, re-
tweets, polls, press mentions to build engagement and increase dialogue
with key influencers.
What Social Media CANNOT Do:
• Tie concretely to specific ROI goals (e.g., # of resumes submissions,
# of email sign-ups). Social media is about brand perception and
engagement.
• Happen overnight.

5. Current Social Media Landscape

6. Current Social Media Landscape: Overview
 Social Media has become a global phenomenon which has redefined the
digital landscape and changed the way we communicate, act and live
our lives.
 In 2011, Social Media¹ had a global reach of 82%, representing 1.2 Billion
online users around the world².
 Online social behaviors have re-formulated the way we think – a journey
which started with email and instant messaging but now includes social
networking, micro-blogs, video-blogs, pin-boards, photo-sharing, bloggers,
v-loggers etc. (Appendix #1).
 As the social wave continues to rise, new platforms and technologies are
emerging and users will be looking at each other to keep ahead of the
game.
¹ Social Media refers to global social networking sites and blogs
² It’s a Social World, comScore, December, 2011

7. Current Social Media Landscape: Snapshot
 Facebook remains the largest global Social Networking player in terms of
audience size, being #1 in all markets with the exception of China, Japan,
Russia and S.Korea¹.
 In October „11, Facebook reached more than half of the world‟s global
audience (55%) and accounted for approximately 3 in every 4 minutes
spent on social networking sites and 1 in every 7 minutes spent online
around the world².
 Twitter reaches 1 in 10 internet users worldwide and has increased 50%
since 2010³.
 New players are emerging, with Pinterest, increasing 512% over six months
(May „11 vs. Nov „11) (Appendix #3)
¹ Top social networking sites: China – Sina Weibo, Japan – Twitter, Russia – Vkontact, S.Korea – Naver
² It’s a Social World, comScore, December, 2011
³ How America Fell Behind, Thomas Friedman, December, 2011

8. Competitive Social Media Landscape
LinkedIn
Careerbuilder
Monster
Indeed

9. LinkedIn: Social Presence*
SOCIAL PRESENCE SNAPSHOT
# followers # av. posts Content type
FACEBOOK 113,422 15–20/wk - Webinar updates
- Behind the scenes (co-founders, international offices)
- Links to relevant job/career content/articles on brand owned (their blog) or other
platforms
- Polls
- Nearly all posts end with question to fans (focus on engagement)
TWITTER 137,570 5-10 /day - Links overlap with FB content, focus on blog updates
- Feature updates
- Re-tweets
YOUTUBE 5,257 1/wk - Product demonstrations
- Interviews
- 3.3M video views
LINKEDIN 124,437 N/A - Career openings
- Recommendations (2.5K) of the company
- Products/Services
* Data as of 3.18.12

10. LinkedIn: Key Takeaways
 Key Takeaways:
 Facebook is key social platform for brand – as much as 20 posts in a
day.
 Twitter platform not fully leveraged, cross-posting shortened versions of
Facebook content.
 YouTube used as customer service platform with demonstrations on how
to make the most of their platform

11. Careerbuilder: Social Presence*
SOCIAL PRESENCE SNAPSHOT
# followers # av. posts Content type
FACEBOOK 156,132 10-15/wk - Links to relevant job/career content/articles on brand owned (their blog) or other
platforms
- Links often tied to relevant popular culture (e.g. St. Patrick‟s day, NCAA, SXSW)
TWITTER 66,829 20-30/day - Extremely conversational with followers
- Branded as Community Manager‟s voice (Justin @ Careerbuilder)
- Use of re-tweets, hashtags (#jobhunt)to extend dialogue and reach of conversations
YOUTUBE 1,223 1/month - Interviews with Career Experts and Employers
- CB “How to” demos (not CB specific, elements of getting the job)
- TV Commercial archive
- 6.7M video views
LINKEDIN 6,501 5-10/wk - Links to relevant job/career content/articles on brand owned (their blog) or other
platforms
- Job openings with Careerbuilder
INSTAGRAM N/A - Behind the scenes at their offices, and on the road
• Data as of 3.18.12

12. Careerbuilder: Key Takeaways
 Key Takeaways:
 Social media presence has voice of their Community Manager (Justin)
across all core platforms = very conversational, approachable and
knowledgeable tone
 Content skews towards general tips for getting a job, seems directed
towards a younger audience, though strong fan engagement on
Facebook primarily looks like older (35 – 54) demographic that has
been out of work for a few years
 YouTube employer interviews are a standout, exclusive behind-the-
scenes appeal for job seekers

13. Monster: Social Presence*
SOCIAL PRESENCE SNAPSHOT
# followers # av. posts Content type
FACEBOOK 23,887** 5-10/wk - Questions: polls
- Links to relevant job/career content/articles on brand owned or other platforms
- Multiple localized (e.g. Monster UK) and product (Monster Trak) pages
TWITTER 10,044** 2-3/day - Five Twitter handles (Careers, Works, Help, Hires, WW)
- Re-tweets
- Jobs ( may be paid postings)
LINKEDIN 14,610 3-4/week - Links to their blog posts
- Links to press mentions
YOUTUBE 639 2-3/month - Interviews
- “How to” demos, product features
- TV Commercial archive
- 2.8M video views
*Data as of 3/18/12
**Counts for main (facebook.com/monsterww and twitter.com/monsterww) account only

14. Monster: Key Takeaways
 Key Takeaways:
 Active Facebook presence covering wide variety of content topics
which is interesting, but impact is diminished.
 Engagement is diluted because of multiple handles on core platforms,
each covering different content= fan attention is scattered as result.
 Do not own “Monster” as handle on any core platform; finding Monster’s
official presence on these platforms is difficult as result.

15. Indeed: Social Presence*
SOCIAL PRESENCE SNAPSHOT
# followers # av. posts Content type
FACEBOOK 1,815 1-5/week - Behind the scenes (co-founders, international offices)
- Links to relevant job/career content/articles on brand owned (their blog) or other
platforms
- Announcement platform for new feature sets
TWITTER 25,361 5-10/week - Job openings at Indeed
- Cross-pollination of Facebook content
LINKEDIN 2,175 1-2/week - Links to their blog posts
YOUTUBE 122 1-3 /year - Interviews
- “How to” demos, product features
Data as of 3/18/12

16. Indeed: Key Takeaways
 Key Takeaways:
 Lackluster social media presence amongst competitive set, missing out
on opportunity (and what has become industry standard) to engage
their users around their brand story on core platforms.
 Indeed’s strong Twitter fan base is not aligned with brand’s current
minimal content efforts. 25K+ followers on Twitter may be result of boost
that many brands received in the early days when Twitter introduced
their recommendation engine.

17. Competitors – Key Takeaways & Learnings
 Overall insights and key takeaways:
 Cross-platform call-out on all pages (i.e. noting links to brand’s
Facebook, Twitter, YouTube etc. on each social platform) = fans will
know where to find you on different platforms.
 Content mix: Diverse (links, polls, and questions) , rich (behind-the-
scenes, exclusive interviews) content together with re-tweets to vary
content.
 Live Twitter/Facebook events as another form of engagement.
 Personality/voice with content delivery leads to higher level of
engagement.
 None of brands within competitor set allow for user-generated
content (UGC) on their video platforms = potential opportunity for
FreshGrad content differentiation.

18. FreshGrad’s Social Media Plan

19. Goals of FreshGrad’s Social Media Strategy
• Goal: 500 – 1500 likes in • Goal: 100 – 300
next 6 – 8 weeks subscribers post-launch
• Goal: x5 posts/wk • Content:
• Content: Questions/polls, Testimonials/interviews
links (students/employers)
• Goal: 300 - 600 Followers
in next 6 – 8 weeks • Goal: Content; behind the
• Goal: 2- 3 tweets/day scenes, events, start-up
• Content: similar to FB, Re- diary
tweets, Replies • Secondary channel,
content used on other
channels
• Goal: 50 – 100 Followers in
next 6 – 8 weeks
• Goal: 2- 3 updates/week
• Content: similar to FB

20. FreshGrad’s Social Media Plan - Details

21. Role of Core Channels
• Awareness • Engagement • Awareness • Awareness
• Engagement • Build relationships • Engagement • Credibility
• Re-engagement with key • Builds education
• Answering student influencers • Distributing video
inquiries • Dialogue with fans, content
sharing content
and imagery

22. Channel Framework: Facebook
• Drive awareness & activation
• Develop community for long-term engagement.
OBJECTIVES • Leverage the community to drive online conversations around
Fresh Grad and create advocates.
• Content strategy: Write posts that increase engagement and
interaction, i.e. behind the scenes, questions.
• Timing: Post at either 3pm or 11am EST- peak rates in FB
conversations¹
• Minimize copy to <90 characters for bite-sized, digestible
content.
TACTICS
• Ads: highly effective way to reach and convert Friends of
fans.
• CRM: create Fresh Grad ambassadors: evangelists who (1)
encourage their network to join the fan page, and (2)
voluntarily respond to other‟s posts.
• Engagement: tracking sign-ups by school, incentivizing
students, and inciting competition across schools.
¹http://mashable.com/2010/10/28/facebook-activity-study

23. Channel Framework: Twitter
• Enables real-time updates on the company.
• Enables Fresh Grad to interact with key influencers by
OBJECTIVES sharing product updates, press mentions and industry
insights.
• Monitor conversations on Twitter about jobs and related
topics, and respond to key questions (like Wholefoods and
Starbucks do).
TACTICS • Live Twitter event with key influencers that have strong
Twitter followings (2000+ followers)
• Exclusive content, i.e. teaser shots to new features
• Include Twitter tab on Facebook

24. Channel Framework: LinkedIn
• Establish Brand Credibility: See who is behind FreshGrad,
OBJECTIVES provide links to press mentions, links to strongest brand
content, without focus on engagement
• Update channel with all press mentions for FreshGrad,
TACTICS focus on high quality brand content to link to

25. Opportunities for Later Growth and Expansion
 Google+
 Exponential growth since launch, outpacing any other social network
site with a current reach of 65MM global visitors¹.
 Higher growth acceleration on Google+ than any other platform²
 Advantages for FreshGrad: integration to Google search, Google +1,
Circles, Google Apps/Tools, YouTube, Google Maps.
 Need to address content strategy at later stage.
 Instagram
 One of the fastest-growing apps with 27MM users and 150MM photos³.
 Benefits: increase sense of community amongst users, more about
being personable and sharing “behind FreshGrad” imagery
 Need to address content strategy at later stage.
¹ Custom Analytics, comScore, July 2011
² It’s a Social World, comScore, December 2011
³ www.socialmediatoday.com December 9th, 2011

26. Opportunities for Growth and Expansion (continued)
 Pinterest
 Social image-bookmarking site also seeing high traction in traffic and
received 11MM visitors in December, a 4,000% increase since June
2011, where the site saw 275k visitors.
 Alternative to search for user discovery.
 Currently, limited competitive presence, traffic to FreshGrad from
Pinterest, new platform to pioneer amongst competitive set.
 Need to address content strategy at later stage.

27. Next Actions

28. Next Actions
 Agree on social media strategy
 Discuss proposed tactics for each platform
 Agree on editorial process (see Appendix #4)
 Discuss and agree on later stage platforms
 Implications
 Resources (cost & bandwidth)
 Process
 Content & Management Strategy

29. Appendix

30. Appendix #1: Shift in Social Media Habits
Source: Media Matrix Worldwide, comScore, October 2011 vs. July 2010

31. Appendix #2: Growth in Social Media Sites
Source: Media Matrix Worldwide, comScore, October 2011 vs. October 2010

32. Appendix #3: Highest Engagement Rates
Source: Media Matrix Worldwide, comScore, October 2011 vs. July 2010

33. Appendix #4: Editorial Calendar
1.Thematic Calendar 2.Monthly Calendar
MONTH THEME CHANNEL EDITORIAL CONTENT FOCUS
Facebook
March /Twitter:
YouTube:
Facebook
April /Twitter:
YouTube:
Facebook
May /Twitter:
YouTube:
Facebook
June /Twitter:
YouTube:
Facebook
July /Twitter:
YouTube:
Facebook
August /Twitter:
YouTube:
Twitter and Facebook Content Communication Monthly
Calendar DATE XXXX
3.Copy Calendar
DATE OF POST MEDIA CATEGORY URL COPY
(FB or
Twitter)
.

34. Appendix #5: Growth of Social Networking Leaders
Source: Custom Analytics, comScore, July 2011