Social media is redefining the world of marketing and public relations. It is no longer a question of whether or not we engage, but rather how we do so. The way in which companies interact with employees, customers, and other businesses via social media networks is more important. In this real time environment the challenge is to engage in a way that encourages participation. Join us for an encompassing look at how social media can work in your business environment.

1. SOCIAL MEDIA
Your Sphere of Influence

2. In a nutshell
 What is social media, who is involved.
 Who is using it effectively.
 How can you use social media.

3. -Redefining the world of marketing and public
relations
-By definition: Social Media is a wide reaching
and influential means of communication that
pertains to the life, welfare, and relations of
human beings.
Social Media

4. But rather how well and where we engage.
It is not a question of whether we engage…

5. The Social Media Players
Facebook
Twitter
YouTube
LinkedIn
Foursquare

6. By the numbers
What’sonyour
mind?
 500 million users globally
 116 million in the US
 50% of users log on to Facebook in
any given day
 Average user has 130 friends
 People spend over 700 billion minutes
per month on Facebook
 60 million status updates daily
 65 million users “Like” things daily
 150 million active mobile users

7. By the numbers
Whatareyoudoing?
 Currently 160 million users
worldwide
 Limited to 140 characters
 People follow your Tweets
 You follow other users Tweets
 Primarily used by older adults
 Use of hashtags (#) to follow hot
topics
 #HireFriday

8. By the numbers
BroadcastYourself
 2 Billion views per day
 Almost double the prime-time audience of all
3 major US Networks combined
 24 Hours of video uploaded every minute
 Average person spends 15 minutes per
day on YouTube
 Facebook has 46.2 years of video
watched per day (DigitalBuzz)
 Free posting of videos
 Universal appeal
 Simple interface into websites, Facebook
 Second largest search engine

9. By the numbers
GEOLocating
 Check In” at Venues
 Track where your friends Check In
 Users Can:
 Add venues
 Gain points (badges) for locations
 Become “Mayor”
 4 million users, 1.4 million venues,
15.5 million check ins
 Used by History Channel, City of
Chicago Mayor Campaign.

10. By the numbers
Professional
Networking
 Over 80 million members worldwide
 US accounts for half of the membership
and 42% of the site traffic
 Establishing links between
professional contacts
 Excellent resource for B2B networking
 80% of companies are using social
media for recruitment. Of those
companies using social media 95%
are using LinkedIn.

11. Blogs
BLOGGING
 Blogs are a powerful tie between
social networks and websites
 Text, photo, or video
 Most have RSS feeds
 Excellent resource for research
information
 Well executed blogs can have a
direct impact on the Google ranking
of your website.

12. Big and small companies
A Few Success Stories

13. Blendtec Blenders
Viral Video
In 11 hours
they had
250,000
views.
6 months
later:
9,031,268
views

14. Blendtec - SEO

15. Coca Cola Facebook Page
Created by
Dusty &
Michael
14,586,513
Fans

16. Women’s Giving Circle
Landing
Pages
Non-profits
Over 200
fans in less
than a
month.

17. Mashable and Talent Culture
BLOGS

18. How Important Is It?
Conveying company culture through social networks.
Business Culture

19. Zappos CEO
Delivering Happiness
Tony Hsieh

20. Sharing… no matter what!

21. Employee Powered Twitter

22. Tracking your mentions

23. Culture

24. Traditional and not so traditional approaches
Self Marketing via Social Networks

25. Self marketing #HireFriday

26. Self Marketing

27. Landing Your Dream Job using
Google
Alec
Brownstein
Using
Google Ad
Words

28. Time to self promote?
TrySocialNetworking

29. Building your company networks
Social Networks for Job Postings

30. Networks for Job Postings
 LinkedIn
 Twitter
 Facebook
 YouTube
 Craigslist
 Simply Hired (1,634 jobs)
 Juju (2,400 jobs)
 Indeed (1,971 jobs)

31. LinkedIn: Build Your Company
Profile
 Contact Info
 Logo
 Website
 Social Networks &
Blog
 Encourage
employees to
connect to company
profile
 Ability to follow
companies online
Company Overview Employees

32. LinkedIn

33. LinkedIn for College
Recruitment
CollegeGrads
 200,000 college students join
LinkedIn every month
 LinkedIn’s Career Explorer (beta
product)
 Explore different career paths
 Find people in your network
 Get unique insights about trends
 Recommended job openings
 Follow potential employers

34. Twitter, You Tube
Job Posting Case Studies

35. TwitterforJobs

36. YouTube:Jobsat
Sea

37. Where to begin
Jump on the Bandwagon

38. Getting started
Inthebeginning…
 Enlist your colleagues support
 Sell your boss on the concept
 Involve your employees
 Develop a social media strategy

39. Convincing Your Boss
ADVANTAGES
 SM more effective than traditional website
and can improve SEO (Google Rank) of
your website
 Blogging can reduce CS calls
 SM already used by customers &
competition
 Use SM to “listen” to what people are
saying about you/your brand
 SM can help internally (collaboration &
training)
 Using SM helps in customer prospecting,
HR background checks, product
marketing & community awareness

40. Goals for Using SM to Recruit
MarketingyourCompany
 People to follow/fan you
 People to engage and share
 Direct them to your website, blogs
can be helpful
 Establish your company’s expertise
 Embrace your company culture
 Share your company vision/goals

41. How to engage
 Establish a protocol
 Select a
spokesperson
 Choose networks
 Existing or new?
 Set goals &
continually adjust
 Be witty
 Share, share, share
 Convey the culture
 Think out of the box
 Ask questions
 Provide answers
Social Media Setup Engagement

42. Basic Rules of Engagement
20-40-40
 Content Rule of Thumb 20-40-40
 20 % business promotion
 40 % sharing of information/expertise
 40 % human interest, general content
 Dedicate time to actively engage in
Social Media
 Work day hours tend to be peak times
 Monitor and Respond
 Engage with your fans or they will find
someone else

43. Managing Social Media
FREE
 Hootsuite - Cloud
 TweetDeck - Native
 Twilert
 Social Mention

44. Hootsuite

45. Twilert
Monitor without
engagement

46. Justifying Social Media
Recruitment
ROI
 Use Facebook Insights
 Use Google Analytics: Facebook &
Website
 Follow mentions through Hootsuite,
Twilert, Social Mentions
 Note Retweets
 Set up custom Hashtags (#)
 Track hits to website from SM
networks
 Track engagement
 Track Fan and Follower numbers

47. But may not want to hear.
Things you need to know

48. Negative Posts/Tweets
Followestablished
protocol
 Stay positive
 Delete offensive/spam posts
 Address legitimate concerns in
realtime
 Offer to solve more complex situation
offline via DM, email, etc
 Remember this gives you the
opportunity to share your company
culture and your customer service
expertise.

49. It's not about pretty - Even if you can't make things
graphically beautiful, people will still like you in
social media. Don't worry so much about how you
look, worry instead about how you act and how
interesting others find you.
Point to Ponder

50. Engage and Find Me:
ThankYou
Jennifer A. Scherschel
Twitter: @JAScherschel
Facebook: JAScherschel
www.dependableadvertising.c
om
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