Implementing a Social Media Strategy

It’s just Facebook and Twitter right?

WHAT IS SOCIAL MEDIA

In ethical, psychological, and aesthetic matters, to give a clear reason for one's judgement is universally recognised as a mark of rare genius – William James in The Principles of Psychology in 1890

Media

Conversations

Relationships

So...

Ad

Agency

Guy ->

Social media is more than marketing

Social media is a

state of mind

SOCIAL MEDIA STRATEGY

“A satisfied customer is the best business strategy of all.”

– Michael LeBoeuf

Framework for social media

Unaware

Listening

Goal Setting

Participating

Monitoring

Engaging

Community

Bu

sin

ess

Imp

act

Reactive Proactive

Unaware

Framework for social media

Unaware

Listening

Goal Setting

Participating

Monitoring

Engaging

Community

Bu

sin

ess

Imp

act

Reactive Proactive

Listening

Listening

Framework for social media

Unaware

Listening

Goal Setting

Participating

Monitoring

Engaging

Community

Bu

sin

ess

Imp

act

Reactive Proactive

Have a strategy

Have a strategy

• Be CLEAR on what you trying to achieve using Social Media

• Align your Social Media strategy to your business drivers

• Engage your stakeholders

• Understand your audience

• Define your channels & tools

• Agree and promote your guidelines, policies, support and rules of engagement

Framework for social media

Unaware

Listening

Goal Setting

Participating

Monitoring

Engaging

Community

Bu

sin

ess

Imp

act

Reactive Proactive

Listen, Learn, Adapt, Refine

Site Users in 2005

MySpace 26.7 Million

Facebook 11.1 Million

Xanga.com 7.9 Million

Bebo.com 1.5 Million

Friendster 1.5 Million

Tribe Networks 515K

LinkedIn 354K

Orkut.com 83K

Listen, Learn, Adapt, Refine

Users in 2011

Who uses MySpace?

750+ Million

Um what?

Who knows?

Bankrupt

No idea

135 Million

Something Yahoo killed

Then Now

Listen, Learn, Adapt, Refine

Be Smart not Clever

K.I.S.S

K.I.S.S

K.I.S.S

Source: Nokia Blogs

Add value to job seekers

Add value to job seekers

Provide support to your front line recruiters

Your processes must support

ATS

Framework for social media

Unaware

Listening

Goal Setting

Participating

Monitoring

Engaging

Community

Bu

sin

ess

Imp

act

Reactive Proactive

Monitoring

Reach

Monitoring - Metrics

Branding

Actions

Costs

Reputation

Measuring transactions

• Frequency

– How often candidates interact with you

• Reach

– Net new candidates, talent pool

• Yield

– Cost per transaction

Content is not social

Framework for social media

Unaware

Listening

Goal Setting

Participating

Monitoring

Engaging

Community

Bu

sin

ess

Imp

act

Reactive Proactive

Conversations

Consistent vision and voice

Specific messages and authenticity

Specific messages and authenticity

Strategy Questions

• How will you support candidates?

• Where do candidates already "hang out" online? If they already have an established community instead of trying to create a new one see how you can support them?

• Do you require a Social Media Policy for your recruiters so they understand how much time they can devote to social media?

Strategy Questions

• You need to look at the changes social media will bring to your relationships with candidates?

• Who within your organisation will be impacted by social media, what communication, education or training will they need?

• Who within your organisation will be responsible for the engagement with social media?

Curating

Producing

Commenting

Sharing

Listening

Personally Getting Started

Four attributes of Social Media: 1. Collaboration 2. Transparency 3. Trust 4. Authenticity

michael@inspecht.com.au

Twitter: mspecht