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SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez notre Politique de confidentialité et nos Conditions d’utilisation pour en savoir plus.
Storytelling is the oldest form of word-of-mouth communication where one person tells others of something, whether a real event or something made up.Word of mouth marketing has always been the most effective form of marketing. People trust their friends….Because of the personal nature of the communications between individuals, it is believed that product information communicated in this way has an added layer of credibility. Research points to individuals being more inclined to believe WOMM than more formal forms of promotion methods; the receiver of word-of-mouth referrals tends to believe that the communicator is speaking honestly and is unlikely to have an ulterior motive (i.e. they are not receiving an incentive for their referrals).Word-of-mouth depends on the extent of customer satisfaction with the product or service,and on the degree of its perceived value. Marketers place significant value on positive word-of-mouth, which is traditionally achieved by creating products, services and customer experiences that generate conversation-worthy "buzz“, naturally. The relatively new practice of word of mouth marketing attempts to inject positive "buzz" into conversations directly and get people’s attention.
TV got people’s attention, and Trust! You could tell people whatever you wanted, because you knew they were listening. No matter how bland or irrelevant the message was, people listened.But the landscape has changed. People here and see, on average, 1000 to 3000 advertising messages per day .People still watch TV, but they flick through the ads. They read the news online instead of on paper. There are recommendations and opinions about products and services all over the internet.Promoting and managing word-of-mouth communications in the digital age is very different to print and other older mediums. Marketers now use online platforms as well as viral marketing methods to achieve desired behavioral response. Companies can focus on Brand Advocates, the people who proactively recommend their favorite brands and products online and offline without being paid to do so.Influencer marketing is also increasingly used to seed WOMM by targeting key individuals that have authority and a high number of personal connections.
People obviously still talk face-to-face but the internet has allowed conversations to happen at the speed of light, around the globe,and be heard by millions in minutes. The internet is now the largest mass media communication media by far.13 hours of video is uploaded every minute on youtube.There are more than 130 million blogs, if facebook was a country, it would be largest in the world.”Technology is shifting the power away from the publishers,editors,journalists and media elite. Now it’s the people who are taking control…..”Rupert Murdoch
A few wise people have been saying lately:“ Telling and Selling is dead!” Chief global marketing manager Procter and Gamble“This is the era of customer participation. The old model was about informing,persuading and reminding.The new model is about demonstrating,involving,empowering” – Head of marketing Microsoft
So, what’s it all about?It’s about Connections –With CustomersWith MediaWith SuppliersWith InfluencersWith ColleaguesWith PeopleIt’s about AuthorityBuild a ReputationDemonstrate ExpertiseShare InformationHelp PeopleIt’s about Value:For CustomersFor CommunityFor othersFor YOU
Keywords: ToolAlgorithmsGoogle launched in 1998 and really started to pick up in the early 2000s. Around 2003, I was trying to explain to businesses that linking is important for high search engine rankings and you know what I got back? “What’s a Google?” or “Uhhhh, I really don’t know about this linking thing, so forget it.” Times have really changed and most businesses now realize the importance of good Google rankings. That said, most haven’t taken advantage of the various changes in Google search results. Remember that now you're working on ranking through various types of search. Here are some important types of Google search: Universal Search: As of 2007, Google changed their search engine results pages to not only show links to websites but also videos, photos, and so on. They essentially took the separate search properties that they ran and combined them into the main results pages. Algorithm Updates Even though Google makes hundreds of algorithm adjustments each year, in 2011 we witnessed significant changes that will have a lasting impact. It began in February with what has become known as the Panda Update (some people call it the Farmer Update). The update was meant to crack down on websites that were considered to be of low quality, yet still ranked well in search engine results pages.What Panda Means To You Thanks to the Panda update, the term "unique content" has taken on a whole new meaning in the SEO world. If you know the industry well, you’re probably aware that Google's intent is to create the world's best information-rich artificially intelligent system.They want to build a tool that can assess whether your website is merely re-telling a news story. Taking it a step further, Google wants to be able to judge whether you were the one that first wrote (or created) and published that particular news item. From a practical perspective, one of the key take-home points of Panda-related changes is that just re-writing a news story, blog post, product description (compared to the manufacturer’s description, for instance) or any other content you may add to your website may not be enough anymoreContrast this with Facebook which wants to create the world’s best information-rich, socially-based system.Social Search: Google rolled out Social Search worldwide in 2011. It shows which of your friends liked pages in the search results and basically highlights social appreciation by your connections within specific results. Social Search displays a connection beneath items likes Twitter and Flickr profiles, images that are shared by your social media connections, websites and blogs that are created by people you Frequently Updated Content:Google hates stale sites.They love sites that add value to the internet by providing content that answers peoples questions.Googles head of search said:” Write useful articles that people will love”.Public Relations:Google loves links to every page on your website, not just your homepage.Each new piece of content has to be so good that other websites and other media platforms ie blogs, have to talk about it and link to it.Links from trusted sitesSite interactivity:Just because your’e writing lots of content and getting links, doesn’t mean Google’s going to love you just yet.Their last requirement is what do users do when they land on a page on your site?Are they spending a long time on your site?Are they commentingAre they buying?Are they signing up for something?
A great deal of the content we respond to, whether by creating our own posts about it or directing readers to what someone else has said, happens as breaking news. As you chart your content, be sure to leave space for news from others.Some content planners create a formula centered on blog posts: Monday for best-of lists; Tuesday for product/media reviews; Wednesday for personal experience stories; Thursday for an editorial on a controversial topic; and Friday for fun, freewheeling commentary or guest posts.Interviews make great content as well, and because they happen less frequently, you can target individuals for monthly, bimonthly or quarterly rotation. And don’t forget about video! Share clips from the interviews you conduct or vlog your how-to article on a given week, rather than writing it. Now you’ve added YouTube as another platform to post your content.Schedule Your ContentTo schedule your content, consider what formats you will be sending and how often. Applications such as TweetDeck, HootSuite and SocialOomph will let you simultaneously post to Facebook, LinkedIn, Twitter and others.But a strong word of caution here. Automating posts, when done carefully, is an effective way of pushing content when you can’t be there to do it yourself. But consider the following:Twitter and Facebook both have applications that will push to the other when you post to one, so know if you have set that up.Whatever Facebook RSS app you use to pull your blog posts to your profile or fan page may also be given permission to update automatically.If given the proper permissions, HootSuite and TweetDeck (and others) can push content automatically, without you scheduling it, so they may also tweet a new blog post, for instance, when you’ve already done so using another app.All of these various permissions can lead to an embarrassing loop of repeat tweets and/or Facebook status updates if you’re not careful. Consider going manual until you understand exactly which permissions you have opted into for each platform. Quality Over QuantityYou don’t have to post every day to create an effective presence with your social media. Find the frequency that makes sense for your business and go with that. Remember, quality must always trump quantity. If you can’t maintain the quality level of your content at the rate you’re trying for, reduce the frequency until you can. Whew! Seems a lot to do, right? Well, the beauty of content planning is that it will create its own cycle. Use responses and questions you get to one area of content to begin planning your approach to deepen understanding on a given topic or to explore another.The single most important component to your editorial planning should be your ability to absorb new information and create valuable content from it.
First, the Profile will put more emphasis on Skills and Expertise. This means you can showcase your areas of expertise to easily connect with people that have similar skills or with companies looking for subject matter experts.We’re also changing how we calculate profile completeness. The new calculation gives you more control of your score by emphasizing things you have direct control over, like Skills, and putting less weight on areas you may have less control over, like Recommendations. The score also takes profile freshness into consideration, so frequent profile updates can now help with profile completeness.Here are tips for completing your profile based on the new calculation.Stand out from the crowd with a complete profileDid you know? Adding a profile photo makes your profile 7x more likely to be found in searches? And that having your 2 most recent positions makes your profile 12x more likely to be found? Simple updates like these make a difference.Here are quick steps to create a complete profile and ensure you’re putting your best foot forward:1) Add a profile photo2) List all the jobs or positions you’ve held, along with descriptions of your roles3) Have 5 or more skills on your profile4) Write a summary about yourself5) Fill out your industry and postal code6) Add where you went to school7) Have 50 or more connections – it’s easier than you think to get connected! Import CSV fileIt’s that simple. Whether it’s connecting with people you may know, helping top companies find experts like you, or even opening up new business opportunities, a complete profile helps you stay connected and competitive. And don’t forget, freshness matters. So be sure to update your profile frequently if you want to keep your score up.P.s. Check out our new ‘Improve your Profile’ tool and we’ll walk you through simple steps to help you stand out.http://www.linkedin.com/profile/guided?trk=blogCreate an eye-catching, attention-grabbing professional headline. Establishing your “value proposition” by focusing on your core genius. Learn the keys to successful Search Engine Optimization (SEO), so you will be found when anybody is searching on your area of expertise. Create consistent and meaningful engagement. Use applications to increase the usability and dynamic nature of your profile.
FeaturesThere are four tabs – three public – on your Company Page.The overview tab gives you an opportunity to introduce people to the human side of your company. Visitors to the overview see your blog posts, Twitter feed and who in their network works at your company.The career tab offers you a great opportunity to promote your job openings to the 120 million users currently signed up on LinkedIn. If you upgrade from the free page, you are able to deliver much more content about jobs, your brand and your employees.The products and services tab is a powerful feature, allowing you to promote your most important or newest products and services. Additionally, customer recommendations and testimonials about your products appear here, too. So, it’s a good way to virally spread the word about what your company does well.Finally, we have the private analytics tab. It is visible only to you and designated page administrators. Here you can see your page views and unique visitors benchmarked against similar companies.Build Your PageNow, let’s build out our Company Page. You can start here, if you didn’t find a page in the aforementioned Company Page search.Gather up all the information you’ll need before you start filling out the profile. This includes:An email address in your personal profile that is linked to your company domainYour company name (be sure to use exactly the same company name as the one listed in your personal profile. For example, My Creative Team and My Creative Team LLC would be seen as two different companies.)Names of page administratorsLogoCorporate information such as: A minimum of 250 characters describing your companyA list of specialties – keywords and phrases describing your product/service strengthsBlog RSS feed and Twitter accountCompany size/typeWeb URL – allows you to list your website or blog domainIndustry, operating status, year foundedProducts or services, as well as people who would provide recommendations or testimonialsFill out the Company Page profile as completely as possible, and once this is done click “Publish.” After the page is published you will be able to add careers, as well as edit your products and services tab.Product OverviewShowcase your business with LinkedIn Company PagesCompany Pages allows you to bring your business to life on the LinkedIn platform. It's the centralized location where millions of LinkedIn members can stay in the loop on your company news, products & services, business opportunities, and job openings. From one central hub, you can: Tell your company's story Highlight your products and services Showcase your employment brand and career opportunities Drive word of mouth at scale Spread the wordEasily post status updates, stay top of mind with your followers, build up product/service recommendations, and promote career opportunities. Now, you are ready to promote and activate your page.
http://www.youtube.com/watch?feature=player_embedded&v=gMknZutnVWEJoin groups – up to 50Build connections1st tier2nd tier3rd tierImport csvfielCompetitor Intelligence from LinkedIn: Tips for Gaining Insight from Individual Profiles August 2010In this series, we will focus on uncovering competitor intelligence using LinkedIn, the most popular social media network for professionals. Here are a few of our favorite tips for finding key information from the profile pages and interactions of individuals on LinkedIn.Read Key ProfilesYou will often find useful competitor intelligence in plain view on the profile pages of your competitor’s employees. In the position summary section for each job, employees routinely reveal special projects or skills that were developed for recent company initiatives. Sometimes you can even find information about contract values and departmental budget numbers. Depending on your objective, focus your search by checking the profiles of employees within specific divisions or job functions. LinkedIn’s advanced search features make this fairly simple. Don’t click away from the targeted profile without scrolling all the way to the end. Many people highlight significant accomplishments in the Awards section of their profile, located at the very bottom of the page.Another worthwhile place to check for influential employees is in the highlighted section called Popular Profiles located on the company’s LinkedIn profile page. Check these profiles for competitor intelligence since these popular employees are often key influencers in their organizations.Evaluate Recommendations and ConnectionsLinkedIn’s Recommendations feature is a quick way to gain insight on the relationships between your competitors’ employees and their connections on LinkedIn. Through monitoring connections and recommendations, you can find unexpected connections that signify business relationships that you didn’t know about. This strategy can become complex due to privacy controls that can restrict the amount of information available to unconnected LinkedIn members. However, you may be surprised at the amount of competitor intelligence you are able to access, especially if you share connections with the individual.Follow LinkedIn AnswersBe aware of what your competitors are asking and answering on LinkedIn Answers, a popular community feature on the site. For example, a competing salesperson may answer questions that have been asked about your company’s products, but then take the opportunity to expand his answer and promote his own product to the potential customer. Following individuals on LinkedIn Answers to see what kinds of questions they are asking can help you gain perspective on your competitor’s upcoming needs and planning. Not only can this service be a good source to learn about competitors, it’s also a great resource to make sure that your company’s voice is heard in conversations relevant to your industry. With these tactics, it’s easy to improve your competitor intelligence capabilities and expand the effectiveness of your research and monitoring.
Lets face it, your prospects are on facebookwether you like it or notMost companies publish content on their Facebook pages that is really not much different than on their websites of their advertising. It is essentially pushing marketing copy to a favorably inclined audience. In a recent study, it was found that 85% of people visiting a brand's Facebook page are already customers. Liking the brand is just an affirmation, not a conversion. So for brands to really take advantage of the connection that Facebook offers, they will have to go beyond using their pages as another flat advertising channel and use their pages to really engage with people who are probably not as interested in the brand as they are interested in the experiences associated with the brand. This mutual area of interest is where co-experience happens. Read more: http://blog.hubspot.com/blog/tabid/6307/bid/28441/The-15-Best-Facebook-Pages-You-ve-Ever-Seen.aspx#ixzz1nCqoJxzm
Why it's Awesome: Sometimes the best way to build a community is through a shared cause. Instead of offering visitors a coupon, Clarisonic offers a donation to support a non-profit. Clarisonic also uses like gates throughout its page tabs to generate Likes prior to users entering its contests. Overall, the page is on brand and clearly displays the utility of the product. Read more: http://blog.hubspot.com/blog/tabid/6307/bid/28441/The-15-Best-Facebook-Pages-You-ve-Ever-Seen.aspx#ixzz1nCpQS52A
Why it's Awesome: Mabel's Labels is a great example of going beyond simply asking for the Like. Its Facebook welcome page has a contest entry that collects contact information and gets opt-in permission for email marketing. In addition to this awesome welcome, Mabel's has a great Facebook store and awesome multimedia content.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/28441/The-15-Best-Facebook-Pages-You-ve-Ever-Seen.aspx#ixzz1nClYypzT
Why it's Awesome: How can a hazelnut spread have an awesome Facebook Page? Well it does. Beyond a sweet looking like gate, Nutella has a special tab outlining the rules of its Facebook Page, setting expectations with its fans. The company also shares a ton of great images on its wall that generate a huge amount of engagement.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/28441/The-15-Best-Facebook-Pages-You-ve-Ever-Seen.aspx#ixzz1nCmqOsgN
EDGERANKAFFINITY: If you spend more time talking with certain friends on facebook by posting to their wall, your affinity will be stronger.WEIGHT: is essentially the level of interaction a piece of content getsTIME DECAY: Over time a posts relevance decays thus making it less important and pushing it down the feed.
So you’ve managed to earn 1000 likes on your company’s FacebookFanPage…big deal!!! But if your sales don’t commensurate with those numbers, then it is simply useless. This is because the number of likes on Facebook should play a role in generating leads and traffic to the core business. The real metrics of Social Media Monitoring include statistics such as clicks, views, user engagement and conversion rate.There are times when your competitor generates more leads than you even though they have less number of likes on their FacebookFanPage. Therefore, not only you must evaluate your own Facebook statistics, but also keep track of your competitor’s Social Media Analytics. Now comes the question how to convert your likes into genuine and hardcore leads? Below I list 5 proven tactics which can surely turn your Facebook likes into sales leads and traffic. 1. Apply Incentive-based ‘Like Gate’:One of the most innovative techniques of generating Facebook likes directly into leads is the use of ‘Like-Gate’. A Like-gate is a kind of barrier that requires a user to "Like" your FacebookFanPage in order to access certain parts of content. Not only do they convert new visitors into likes, they also help in converting new likes into sales leads. Use your like gate to initially turn new page visitors into fans. Once they like you, present them with a valuable content offer that they can obtain directly from a form on your pageShare Landing Pages on Wall:Another simple yet effective tactic of lead conversion on Facebook is to share landing pages on you wall. While updating your FanPage wall with valuable content and other posts, don’t forget to incorporate links to your product/service landing page for lead generation. This can be done by adding an eye-catching widget with a content that produces Call-to-Action (CTA) among the users.Utilize Vacant Space for Promotion: The new Facebook interface offers a clean and spacious look to your business FanPage. But many a times, brands and companies neglect using a few places on their Facebook page. These are the spots that can be exploited to promote your offers. For instance, you can display your latest offer in the ‘profile picture’. You can also add links to your landing pages in the ‘Info’ section. Make Customized Tabs for jobs:One of the best features of FacebookFanPages is that you can customize them. The new Facebook offers its users to develop custom page tabs which are a great means of promoting your offers. In order to convert your likes into leads, create a tab to emphasize your exclusive offers. Customized tabs can be used to enlist your most attractive offers.
In order to receive the highest amount of qualified candidates that apply to work for your company, it is important that your job listings rank high on major search engines such as Google. These simple SEO tips will ensure that your job listings come out on top.Keywords are Key:Use descriptive keywords rather than numbers when creating a title for your job postings. This will make it easier for the search engines to categorize results in your favor.Make sure to use phrases that best describe what the advertised position entails. When deciding on keywords consider using these title options: job title, alternative job titles, industry terms that applicants would be familiar with & location of position.Once you have selected a job post title, include relevant key words in the body of your text as well to further ensure website optimization.Tools for Success:Google’s Keyword Tool evaluates the keywords you are using and determines the popularity of the keyword based on the number of searches per month. This helpful tool also provides other commonly searched terms to help you decide on the most effective keyword combinations.Branding the Culture of your Company:The culture of your company is important – so make it visible. Conveying your company’s branding strategy through your website will help applicants better understand what it would be like to work for your company. This will streamline the candidates and further sell the position.Use Keywords in Your Company Description and/or Boilerplate:Be sure to optimize the keywords used within the copy of your company’s description/boilerplate. Try to use keyword phrases that explain your company’s business, industry and describe your company culture.Sharing through Social MediaOne of the best ways to get people talking about your job postings is to make them shareable on social networking websites like Facebook, Twitter & LinkedIn. Try using Jobcast to create job listings within Facebook that can then be easily emailed and shared within social networks.
Instead of keywords you’ll be entering interests and demographics. There are text based ads for which you’ll create some short but effective text just as you would for Google or Bing. A difference with Facebook is that you can supply an image along with your text, and, as it turns out, the image plays a major role in getting your ad noticed. You can also precisely target your ad to only show to your perfect demographic. Is your ideal customer a 25-35 year old college-educated woman who loves yoga and lives in Florida? You can reach them by narrowing down the targeting. You will see exactly how many people will possibly see your ad (Estimated Reach) on the right side. There is a second type of Facebook ad called ‘Sponsored Stories’ which allow you to re-post items that mention your page, place or app. You’ll get a chance to distribute the (hopefully) flattering post outside of your fan base or perhaps just give your fans a second chance to see it. The Sponsored Stories can typically be less expensive to run than selecting the Facebook Ads for Pages radio button in step 1 of the Ads process. A unique and exciting feature of Facebook advertising is the ability to target via connections on Facebook. You can target your ad to people who are fans, people who are not your fans and, everyone’s favorite target – the friends of your fans. These are people who have things in common with your fan base. Will that include an interest in your product or service? The good thing about Facebook ads is that it won’t cost you very much to find out. To check out Facebook advertising go to http://www.facebook.com/business/ads/
TweetDeck is a social media dashboard application for management of Twitter and Facebook accounts. Like other Twitter applications it interfaces with the TwitterAPI to allow users to send and receive tweets and view profilesTwitter allows you to send a Direct Message to anyone that follows you on Twitter. There are some great free services that will help you send a Direct Message to anyone that follows you automatically. This is commonly referred to as a Twitter autoresponder feature. Twitter users use an autoresponder to connect with their new followers. You can send out a Direct Message that tells your new follower who you are and how they can connect with you. If you are using twitter you will find that most people use Twitter autoresponders to send links to affiliate products or to a blog they contribute to.Follow these steps to setup a Twitter auto responder.Read more: How to Setup A Twitter Autoresponder | eHow.comhttp://www.ehow.com/how_5842327_setup-twitter-autoresponder.html#ixzz1nDWTvtZdign up for a free account at Socialoomph. (See the link in resource section at the end of the steps).2 Add your Twitter account. Select Social Accounts - Add New Accounts - Add Twitter.3 Enter in the details of your Twitter account user name and password.4 Scroll down to the auto welcome check box - select Automatically send a welcome message to new followers.5 In the "Send this message" text box enter the message you want to send.6 Scroll down and select save at the bottom. You are done setting up your Twitter autoresponder.Read more: How to Setup A Twitter Autoresponder | eHow.comhttp://www.ehow.com/how_5842327_setup-twitter-autoresponder.html#ixzz1nDWeJjld
ideo can be a very powerful tool for businesses of any size, but YouTube‘s free-to-use model, ease of use and mass market audience means it’s a great channel for small businesses. However, like any tool, in order to get the most of it, it needs to be used well. Create and Customize Your ChannelFirst things first, customizing your channel is well worth the time it will take to set it up. You should add your company’s branding, customize the colors to compliment your company’s look, and add relevant information and links. A channel setup also offers YouTube users the option to subscribe to your content via the click of one button and the option to search just your uploaded content. The channel structure also allows you to highlight just uploads, playlists, favorites or all.2. Add SubtitlesSince March 2010 auto-captioning has been available to all YouTube users, so there’s no technical excuse not to. Doing so adds captions for the hundreds of millions of hearing impaired folk across the world, ensuring your content is accessible to anyone who’d like to watch it. It’s an easy enough process that uses voice recognition, the results of which can be (and frankly need to be) edited for accuracy.3. Don’t Overuse AnnotationsA recent “improvement” from YouTube is the ability to add comments that display over the top of the footage. Don’t be tempted to go down this route, the annotations look unprofessional, are a distraction to viewers and depending how overused they are, can be a downright annoyance. Sure, you want to grab people’s attention and make an immediate impression, but your video content and other info you’ve added to the site should be enough to not have to rely on extraneous text. 4. Act To Remove Offensive CommentsWhile you can’t stop trolls from adding nasty comments to your videos or channel, you have the power to delete offensive or spammy remarks from the worst offenders. Taking advantage of this option requires good judgment. It’s obviously not a great idea to instantly remove any negative or critical comments, especially relevant ones, but you can certainly remove any spam or comments that use offensive language. If challenged over the removal make a simple statement to the effect that such comments will not be tolerated. If you’re getting seriously spammed or abused by a particular person, you can also block that user, but this should be a last resort. There are also options open to you to moderate comments before they go live, so you can nip any nasties in the bud before they are posted. 5. Engage With the YouTube Communityon’t be a YouTube island. After all, it’s a social platform, so be sure to check out other content on the site, favorite appropriate videos and make suitable YouTube “friends.” If you really can’t, or don’t want to associate your company with other companies or individuals, then think wider. Why not look at content or channels that cover your local area, or that are for a good cause that you/your company supports. As well as engaging with other users, be sure to keep up to date with YouTube’s own news. The site goes through some fairly major changes from time to time and adds new features on a regular basis, so it’s well worth following the official YouTube blog, at the very least, to be kept up to date with site and community news. 6. Organize Your ContentBe sure to organize your content to be viewer-friendly rather than just offer a linear stream of video uploads. Create playlists to group relevant videos together, or lump older content into time-related (March 2010, Spring 2010, etc) folders if that’s more relevant to your organization. Remember that YouTube offers users the option to embed entire playlists (in addition to individual videos) into external sites, so give the creation of them, their titles and description, some decent thought. 7. Don’t Overlook TagsAs with many other sites, YouTube’s content is organized on a tag word basis. It’s more than worth taking the time to add the correct tags to your videos. The beauty of a tag word system is that it works on the basis of logic, but also on the more-the-merrier principle as you can’t know what search terms people will use. Really try and brainstorm around the tags you’re adding. For example, if your company offers dog products add “puppy,” “pooch,” “mutt,” “hound,” etc, too. As far as categories go, YouTube offers around 15 to choose from. Obviously try to use the most relevant, but don’t be afraid to experiment if your content could fall into one or the other, but be sure to monitor how the different videos perform so you can make an educated decision about categories in the future. 8. Promote Your YouTube Videos ElsewhereDon’t assume viewers will come to you, or automatically think to look you up on YouTube. Every time you post a video that’s relevant for general sharing, blog about it, tweet it or add it to your Facebook Page. The last two actions are easy through YouTube’s account settings that automatically publishes news of a new video if you’ve linked up the social services. While YouTube is due to retire its “Link to Blog” option from the account settings soon, it’s easy enough to embed the relevant video in a blog post using HTML and will help push users towards your video content. In addition, don’t shy away from allowing embedding of your videos on other sites — the more views the better.9. Use YouTube’s Free Analytics ToolsouTube offers every user free analytics data via the “Insight” button on every uploaded video. This free-to-view info should not be overlooked as it can offer you some valuable info on not only views stats, but demographics, community, and the most useful — “discovery” data — info on how users came across the video, including the popular links they followed to get there. The tools are there – be sure to use them.10. Don’t Neglect Your ChannelThere are so many neglected YouTube channels, even from social, or web 2.0 firms that you’d think would realize the value in an up-to-date video resource for their company. While we’re by no means advocating needlessly creating video content, if you’re looking to go down the YouTube route then don’t let your resolve or enthusiasm for the service dwindle a couple of months in. Even if you have no new content to post, still keep logging in to stay on top of comments, friend requests, add favorites, etc, so as not to relegate your channel to the ranks of the unloved.
Organizations that are successful in building online talent communities serve their target talent audiences and are great citizens of their communityOn an ongoing basis, this community is engaged, nurtured, informed, listened to and cultivated in order that your organization will be top of mind when that timing is right for a community member to consider a job change. A community does not form around a service unless a business proves that its service can empowerothers.Build and cultivate relationships with TALENT COMMUNITIES of engaged, passive talent to network your opportunities to.Leverage multiple tools to quickly distribute open jobs to targeted populations of diverse talent and leverage the referral power of social media to reach their contacts.Turn your “careers” page into a central hub for past (“alumni”) employees, interested candidates, recruiters, hiring managers and current employees. Incorporate tools for communication and interaction to drive conversations in your talent community. Provide an exclusive look into your organization, its employees and the culture behind the company. Use video, multimedia, photos, testimonials, etc.Each platform has its own unique demographic. Be sure to consider this when making decisions about which distribution medium and conduits to use
http://www.youtube.com/watch?v=5YGc4zOqozoUnited AirlinesMusician Dave Carroll said his guitar was broken while in the airline's custody. He alleged that he and fellow passengers saw baggage-handling crew throwing guitars on the tarmac. He arrived at his destination to discover that his $3,500 Taylor guitar had indeed suffered a broken neck.he "alerted three employees who showed complete indifference towards me" when he raised the matter in Chicago. Carroll filed a claim with the airline, and was informed that he was ineligible for compensation because he had failed to make the claim within the company's stipulated "standard 24-hour timeframe".The lyrics include the verse "I should have flown with someone else, or gone by car, 'cause United breaks guitarshe YouTube video was posted on July 6. It amassed 150,000 views within one day, prompting United to contact Carroll saying it hoped to right the wrong. The video garnered over half a million hits by July 9, 5 million by mid-August 2009, and 10 million by February 2011.
Twitter: Look at your number of followers and the number of followers for those who retweeted your message to determine the monthly potential reach. You should track these separately and then compare the month-over-month growthrate of each of these metrics so you can dEtermine where you’re seeing the most growth. A great free tool to use for Twitter measurement is TweetReach.Facebook: Track the total number of fans for your brand page. In addition, review the number of friends from those who became fans during a specified period of time or during a promotion and those who commented on or liked your posts to identify the potential monthly Facebook reach. Facebook Insights provides value here.YouTube: Measure the number of views for videos tied to a promotion or specific period of time, such as monthly, and the total number of subscribers.Blog: Measure the number of visitors who viewed the posts tied to the promotion or a specific period of time.Email: Take a look at how many people are on the distribution list and how many actually received the email.Exposure is the top of the brand awareness funnel and represents your potential sales lead pool.#2: Measuring EngagementHow many people actually did something with your message?This is one of the most important measurements because it shows how many people actually cared enough about what you had to say to result in some kind of action.Fortunately engagement is fairly easy to measure with simple tools such as Radian 6, Biz360 and TweetEffect. These metrics highlight who you want to target to retain on social media channels.For a starting list of key performance indicators for engagement, this post by Chris Lake is a great start.Twitter: Quantify the number of times your links were clicked, your message was retweeted, and your hashtag was used and then look at how many people were responsible for the activity. You can also track @replies and direct messages if you can link them to campaign activity.Facebook: Determine the number of times your links were clicked and your messages were liked or commented on. Then break this down by how many people created this activity. You can also track wall posts and private messages if you can link them to activity that is directly tied to a specific social media campaign.YouTube: Assess the number of comments on your video, the number of times it was rated, the number of times it was shared and the number of new subscribers.Blog: Evaluate the number of comments, the number of subscribers generated and finally the number of times the posts were shared and “where” they were shared (i.e., Facebook, Twitter, email, etc.). Measure how many third-party blogs you commented on and the resulting referral traffic to your site.Email: Calculate how many people opened, clicked and shared your email. Include where the items were shared, similar to the point above. Also, keep track of the number of new subscriptions generated.#3: Measuring InfluenceThis category gets into a bit of a soft space for measurement. Influence is a subjective metric that relies on your company’s perspective for definition. Basically, you want to look at whether the engagement metrics listed above are positive, neutral or negative in sentiment. In other words, did your campaign influence positive vibes toward the brand or did it create bad mojo?You can also use automated tools like Twitalyzer, Social Mention, Radian 6 or ScoutLabs to make it a little easier, but ALWAYS do a manual check to validate any sentiment results. Influence is generally displayed as a percentage of positive, neutral and negative sentiment, which is then applied in relation to the engagement metrics and to the metrics for reach where applicable.A great application for influence is to look at the influence by those who engaged with your brand in the above categories. Do you have a nice mix of big players with large audiences engaging with your brand, as well as the average Joe with a modest following?If not, your influence pendulum may be about to tip over, because it’s important that you spend time engaging with both influential users and your average user. Note: many of the automated tools that track sentiment and influence are not free. And many times, you will need a combination of tools to measure all of the different social media channels.#4: The Lead Generation FunnelAfter you’ve measured through the influence portion of the funnel, you’re now creeping into where too many companies are starting their measurement efforts: the lead generation funnel. This is where the brand awareness portion of the funnel ends and the traditional ROI-driven action begins.Exposure, influence and engagement represent brand awareness in the measurement funnel.Understanding your reach, engagement and influence through these primary social channels will allow you to define your presence and impact, which can then be applied as a model to other social networks.Now that you’ve tracked all of this information, how do you make it meaningful? Excel is a great tool to help organize your data. Build yourself a standard dashboard in Excel that highlights the key metrics that matter to the organization. Create a tab for a high-level overview of multiple campaigns, and a tab for each campaign for the time period you’re reporting on. Ultimately, you should put the information into the same format that you’ve used to report on traditional brand awareness campaigns, with social media as just another vehicle in the overall marketing mix.If you’re looking for tools to use for tracking, this post by Mani Karthik at Daily Bloggr gives a nice view of options.To really understand the importance of measurement, here’s a great post on social media measurement from Social Media Examiner: Is Social Media Marketing Measurable? The Big Debate.
Social media Recruitment Workshop
COURSE CONTENT: We Are Going To Cover A Lot…1. Overview : Objectives, Content, Community, Technology and ROI tools.2. Getting started: The Process3. Search Engine Optimisation4. Content Creation5. Creating extraordinary LinkedIN profiles, Facebook fanpages, Twitter profiles and You Tube channels6. Integrating Social Media into the recruitment process7. Building and managing Talent Communities and Networks8. Mobile9. Reputation Management10. Time Management11. ROI12. Social media plan - template
It’s about RELATIONSHIPS•CONNECTIONS DO NOT LEADTO RELATIONSHIPS•BUILDING RELATIONSHIPS BY CONNECTING DO
PROCESS•TARGET AUDIENCE•OBJECTIVES•SEO•CONTENT• PROFILES / PAGES• AD CAMPAIGNS•INTEGRATION•CULTURE CHANGE•CAPACITY•MEASUREMENT•EXPERIMENT
The (unspoken) Social Media Process AUDIENCE TARGET
SEGMENT TARGET AUDIENCE Silent • Joins but rarely participates • Reads/watches/listens to UGC Majority • Lowest level of social influence Vocal • Joins and actively participates • Shares UGC and commentary Majority • Medium level of social influence Social • Builds/moderates community • Creates and aggregates UGC Majority • Highest level of social influence
GOALS =• Establish a relationship with the RIGHT person in advance of a hiring need to reducetime of hire and costs. •Find partnersAND/OR • Build brand • Reduce customer support costs
Googles intent is to create the worlds best information-rich artificially intelligent system.WHAT DOES LOVE ? Keyword Glossary http://www.googlekeywordtool.com/ Building Links that matter Content Conversation
• Fresh content with relevance• Content is more than just information• Content objects are critical hubs of conversation…they are social objectsthat get consumed,shared and manipulatedby the viewing audience.
CONTENTHow to tell a great story — 9 simple steps! 1. Look at some Examples 2. Choose a meaningful subject. 3. Create a keyword list 4. Use an authentic voice. 5. Be concise. 6. Include a striking image 7. Space your paragraphs 8. Add tags so people will find your story. 9. Explore other media types.
LinkedIn• Personal profile• Groups• Events• Companies
Optimize LinkedIN company page1. Activate status updates by adding admins - including yourself!2. Commit to posting a status update twice a day3. Add your blog RSS to your page to auto-populate your blogs content.4. Create a helpful "Company Overview" description, with the most importantinfo at the top5.Opt-in to "show news" about your company6. Add "Company Specialties" (or keywords) to help your company getfound for specific terms7.Link to a landing page on your Overview Page.8. List one of your products or services in the "Products" section, andexplain why its valuable9. Add "banners" to your Product Page and link to special interior pagesof your website 10. Add a video to your Product Page.
Facebook wants to create the world’s best information-rich, socially-based system.
EdgeRank Checkeraffinity (popularity) weight (relevance) time decay (timely)
FACEBOOKKey strategy to gettingmore ‘Likes’ andconnecting with youraudience is to providehelpful information
TEXT MESSAGING ISMost accessible mobile technology globallyPERVASIVE •4 x more people use SMS than e-mail • 11 % of South Africans use their mobiles to go online • Consumers aged 25-34 are the heaviest users • 69%of consumers prefer sending texts to calling • 85 %of mobile subscribers • Mobile phone use has gone from 17% of adults in 2000 to 76% in 2010. • Half of all users of Facebook in South Africa access the site via their mobiles.
MobileBy 2013, mobile phones will overtake PCs as themost common Web access device worldwide GARTNER • Mobile web site optimization • Be where your audience is • Social media is the answer
MOBILE ACCESSPlanned or not, mobile traffic is being directed to your career site.Are they finding a dead end?
The benefits of building a talent community•Qualified candidates at your fingertips•Less dependence on expensive, ineffective jobboards•Less money spent on job advertisements•Increased interaction with potential candidates inorder to help them understand what yourorganization does•Better quality of applicants to job openings•Creates a talent pipeline for future job openings•Attracts passive candidates
Time Management• Build it into your day – social media is a tool and a process• Content Planning• Social Media plan• Comments• Third party apps ie Hootsuite Tweetdeck
REPUTATION MANAGEMENTuses the tools of the Internet to monitor andanalyse a brand’s reputation and to engage inconversation so as to influence its reputation.1. monitoring the buzz – Google Alerts, Tweetdeck2. analysing – what’s being said by whom 3. influencing – engaging in and leading the conversation