Robin Frank robeen@beepbeepmedia.com @greenrobeen

Social MediaDiscussion

Chicago Booth Career Services

10/15/2010

5,000,000,000The number of web links, news stories, blog posts, notes, photos, etc. shared each week on Facebook

50,000,000The number of Tweets per day on Twitter.com

Every Word Online is an Opportunity for Branding and Promotion

• Twitter & Facebook - the cocktail conversation/dinner party

– Facebook : maintaining relationships with friends and family

– Twitter: creating new relationships - then move to LI/ FB

– Tips for success

• Intersection between social and professional lives• Valuable business tools AND stay in touch• Keep it professional but a bit more playful

• Linkedin - the business meeting

– Interactive resume and rolodex– Keep it professional

• Think of social media as user self-serve

– Put your company out there on several channels, and users will choose how and when to interact with you

Chicago Booth: Social Web Goals

• Increase blog readership by students/alumni

• Increase awareness/attendance at events by students and alumni

• Leverage Linkedin for recruiters

• Understand how companies use social networking to hire candidates

• Know latest tips on how to engage the social web in a job search

Recommendation

Why Create a Chicago Facebook Page

• People/students spend a lot of time on FB daily • The average time users spend in FB monthly is almost 3x

higher than the runner up• FB is an amazing tool for sharing stories, videos, and

pictures. • FB updates show up conveniently in their stream (they don't

have to go to other sites to find them)– Gets around the challenge of getting them to your website/blog

• Items can be shared very quickly with others. • FB has become one of the most popular ways, if not the

most popular, to invite people to events. – Easy to remind people of events, share events with friends,

synch with calendar

• “With Linkedin, people hop on to find a job, reach out to alums at companies, and add friends – but not a lot else…”

Some Compelling FB Data• People spend over 700 billion minutes per month on Facebook

• More than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month

• Average user is connected to 80 community pages, groups and events

• There are more than 150 million active users currently accessing Facebook through their mobile devices

• People that use Facebook on their mobile devices are twice as active on Facebook than non- mobile users.

• Trendsetters: The average “liker” has 2.4x the amount of friends than that of a typical Facebook user

• Active Explorers: Facebookers click 5.3x more links to external sites

Some Thoughts on Facebook Strategy

• Set a clear objective – know why you’re on FB

– Create new awareness

– Increase attendance

• Who is our audience

– Several of them: alums, part-time, full-time

• What do we want them to do?

– Know, share, attend, visit blog

• Decide on a scoreboard

– How will we know/measure it is working?

FB Strategy Logistics

• Create a team who will post content

– Decide when and how often

– Use a scheduling tool - Hootsuite

• Create a few admins to respond to questions and comments

• Distribute tasks – divide and conquer

• Write easy to follow guidelines

• Be flexible

– Adapt to your audience

– Adapt as FB and Social Media evolve

Success Metrics: Suggestions

• Increased attendance at events

• Increased visits to website

• Increased sharing of events/updates

• New Likes

• Monthly/Daily Active Users

• Daily Page activity

• Daily blog post feedback

– Use FB data to improve your content – get blog post recommendations, process recommendations, etc.

Plan for Negative Feedback

• Always support feedback

• Always address negative comments

• Take them offline if necessary

• Provide a discussion outlet

• If you delete say so, and explain why

• Set hours of operation – where you will respond

Proven Tips for Loyalty & Engagement

• Activate fans, don’t collect them

• Create more content, more often– Allocate resources you have, decide on a schedule

• Know when you want to post– ie, evenings, weekends for example are popular times– Schedule in advance (Hootsuite)

• Make it worth your fan’s while to look out for your updates! Here some ideas to brainstorm how they could apply to CB

– Razorfish published a study that asked consumers why they fan and follow brands. The greatest percentage of people, by far, responded ‘for the exclusive deals & offers’

– If you want fans to watch out for and look forward to your updates, reward them from time to time with special offers

• For many businesses, this can be coupons, giveaways, contests and even special info and access.

• Regular deals (e.g. Friday specials or Tuesday giveaways) have also been shown to build highly engaged fan bases

Get People Talking/Liking

• Encourage comments by asking yes/no questions – Require very little effort to answer

• Comment and “like” your own posts– Leverage the promotional power of your own network (as

an administrator) to help get the ball rolling. Thus, having multiple administrators and moderators can be to your page’s benefit

• Ask fans to “like” your update

Make Posts Shareable/Add Value• Keep your updates short and to the point

– Focus on creating headlines that grab attention

• Create experiences

– Ask fans to post their favorite link, tip, etc.

– Expert Friday or Happy Hour Tips?

• Encourage sharing

– Ask your audience questions, start conversations and reach out directly to them. This is about building a social community, not a marketing channel.

• Post third-party articles

– Share relevant content without simply promoting your own material.

– Ask for feedback and comments

• Keep the content fresh

– Offer different kinds of content — using different sources and alternating administrator voices and multimedia features.

– Make it ready to cut and paste!

Copywrite your FB updates as Headlines

Use Video

• If you post videos, use the FB video uploader – you get a like button inside the video

Target Messages

• Send different messages to different segments of your audience

Facebook Groups• The good

– Create instant private or public spaces for your friends, co-workers, fellow hobbyists, you name it

– Designating smaller circles of friends within your overall list of Facebook friends makes sharing easier

• Some things to think about– All messages sent to a group are e-mailed to the address stored

in your Facebook account. You can disable these in Account Settings

– Group memberships can spiral out of control. Any of your friends can add you to any group, without your permission. Facebook won’t prompt you for your permission. If you’re not interested, you have to leave.

– Groups can grow unwieldy as friends you added to a group you create start adding friends of theirs who aren’t friends of yours.

– Admins can edit the group’s membership to remove people they don’t want which can be awkward

Add FB Like Button to Your Blog

Apps for Doing Business on FB

• Great article: 30 Apps for Doing Business on FB

– http://mashable.com/2009/01/22/business-facebook-apps/

• Blog promotion: Networked blogs, Social RSS

• Professional Profile

– Create a tab on your profile for all of your professional contacts, information, and activities. Very useful if you want to separate the two sides of yourself.

• My LinkedIn Profile

– Creates a badge from your LinkedIn profile that gets displayed on your Facebook profile.

– SocialFly – Create notes about your online contacts, setup reminders to talk to them, and manage your contacts. Great app for keeping up with business contacts.

• SlideShare

– If you’re already using SlideShare then connect the account to your profile. If you aren’t already using it you should!

Custom Landing Pages are Sexy• Custom content

– DIY/WYSIWYG• tabsite.com

• Custom– hyperarts.com– customfanpagedesigns

.com– fanpagegenerator.com

• App suites + custom– involver.com– northsocial.com

• Fan engagement solutions– buddymedia.com– contextoptional.com– vitrue.com

Facebook to Update Comment Plugin with Votes and More

• The voting system gives users the ability to rate a comment positively or negatively, similar to Digg’s voting system.

• This feature will transform Facebook’s commenting platform for third-party websites into something far more advanced.

No photosNo eventsNo link to blog!

http://www.facebook.com/pages/Stanford-CA/Stanford-MBA-Program/31701425188?v=wall#!/pages/Stanford-CA/Stanford-MBA-Program/31701425188?v=wall

Stanford MBA Program

Darden

Each group has a separate page

http://www.facebook.com/DardenMBA#!/DardenMBA?v=wall

Recruiters Planning to Use Social Media More and More

• More Than 80% Of Companies Plan To Recruit Through Social Networks In Coming Year

• More than 80% of respondents review social profiles at least sometimes – almost 1/3 always review them

– 69% of candidates don't share their account information when applying.

– Note:Check your privacy settings in Facebook!

*Source: Jobvite Social Recruiting Survey 2010:

Recruiters on Facebook Growing

• Scores of companies have set up shop on Facebook

– Use interactive tools like chat, video and personal messaging to establish relationships with potential hires.

– Send messages about jobs to fans

– Facebook Insights – very useful analytics

• You can become a fan of Facebook Pages with a text message (for example, text “fan ChicagoBooth” to FBOOK).

• You can also subscribe to a Pages’ updates via SMS, via a link on the sidebar of Facebook Pages.

• Mobile recruiting is still nascent but recruiters/companies with Facebook fan pages can send SMS updates to potential candidates to promote jobs and events.

New Facebook Apps for Recruiting

• Add a tab called "Jobs" to your Facebook page.

• Linkup.com, a job search engine that searches company websites for openings for job searchers, provides a Current Jobs at Our Company application that is entirely automated. When a company adds, removes, or edits the jobs on their company's website, their Facebook page is automatically updated without any additional work from the employer.

• Work for Us is a Facebook application that you can use to create a customized job board on your Facebook page. Candidates can submit resumes through the app or be redirected to a company's career website. Recruiters can also create custom Facebook ad campaigns to target specific segments of candidates based on attributes like education, interests, and location.

FB Instant Search App – Great Tool

Twitter is mainstream• Ranked 15th most popular website in the world.

• In 2010, Twitter’s usage has continued to show significant growth. Currently: 160 million users.

• The number of tweets per day has soared 30% in the past four months to about 53 million in late-March, compared with 40 million in early-December 2009.

• Free to set up and get started.

• Can be linked to your Facebook account.

• How many are on Twitter? How do you use it?

– Do not underestimate the value!

Not all Followers are Equal

• Are your followers active? – Active users share your links, they give you feedback, they

talk to you

• Do the people who follow you have influence? – You rather get 50 retweets from users with 10 to 100

random followers? Would you rather get 10 retweets from influencers in same niche, with all of them having 1000 to 10,000 very relevant followers?

Twitter Reach vs Engagement

• Reach and engagement aren’t mutually exclusive – but they aren’t guaranteed either.

– With a tweet, it’s a little less straightforward, since one million followers don’t equate to one million impressions.

– If you follow over a thousand people on Twitter, your timeline is cluttered to the point that you’d likely have to actively seek out tweets from an individual Twitter user in order to guarantee that you had “seen” a given tweet from that user.

• The solution : create Groups of people you want to keep up with

– Use Hootsuite

Linkedin: the Professional Social Network

• Contains profiles of Fortune 500 executives and leading entrepreneurs

– Average individual salary on LinkedIn is $109,000

– 70 million users in 200 countries

– One new member every second

– Heading for an IPO

– Adding more social features – but are they useful?

Over 650K Linkedin Groups• Similar to Facebook pages

• Search for relevant groups based on keywords– Professional interest, alumni, professional, etc.– Invitation and approval: can pre-approve

• Admins can email the entire group

– Reach members even if they don’t login to Linkedin

• Learn, contribute, build relationships and credibility

– Start discussions– Participate in conversations– Answer questions that relate to your expertise – add value– Ask questions and start discussions to find out what prospects

care about and to become more visible– Link blog posts to your group on LI– Import RSS to news area, can do multiple feeds– Group Updates are also now pushed to member’s homepages– Quality not quantity

New Linkedin Groups Features are FB-esque

• Click your own profile to see a log of your updates, changes in discussions you have begun, joined or are following

• Mouse over the images of the last three participants in a thread to preview comments they've made, or click on their pictures to go directly to their comment thread within the discussion

• You can comment in line

• Content carousel - fun new feature. After sharing content, you can click on the carousel to scroll through posts, RSS items and links shared by group members.

• You can "like" or comment on discussions similar to the way you can join conversations or contribute information on Facebook.

• If you want to see discussions in chronological order, you can click the "See all new discussions" link

• You can follow specific users' updates by clicking the "Start following" icon below each profile photo in any thread on the Groups homepage.

Tips For Promoting Your Group

• Leverage your existing network to get your group going, build members

• Promote the group on your website, blog, email newsletter, and social media networks. Make sure people know that you have a group and how to join.

• Invite key industry experts to join and engage. If there are some heavy-hitters in your industry, invite them to engage with the community.

• Cross-market to related groups that you manage on different networks. Create a similar Page on Facebook and invite members of each network to join the group on the other network.

– Let users choose how THEY want to interact with you

• Integrate LinkedIn into all of your marketing efforts. Every time you do a webinar or go to a conference, notify your group and invite those you meet to join

Tips for Managing Linkedin Groups

• Add discussions, news and job fairs, etc.

– The more opportunities for interaction you add to your group, the more valuable your group will be to the community.

• Use featured discussions to highlight particular content or offers

– As a manager of your group, you can mark a discussion as featured and this will pin your thread at the top of the discussion board. You can also unpin it at any time.

• Send announcements

– Announcements are emails sent by you through LinkedIn to your group members. The benefit here is that recipients -- and their ISPs -- are more likely to recognize the email as trustworthy and your deliverability may be higher than if you send the email yourself.

– Announcements will also get added as a discussion thread for your group, and you can mark this thread as a featured discussion for extra visibility.

– Create your own analytics by using a URL shortener to measure the response to your announcement.

More Tips• Import your blog RSS feed

– Import your articles automatically to the News section. Go to News -> Manage news feeds and add the RSS feed for your blog.

• Make your own LinkedIn analytics

– To track the growth of your group, check the number of members every week and keep track of the group size in a spreadsheet.

– To track the click through rate of links in your announcements, use a URL shortener with analytics like bit.ly.

– Measure the traffic, attendance, etc. you get from LinkedIn over time.

• Use Linkedin’s Polls application to create a poll and get feedback

• Praise the good, deal with the bad

– Highlight valuable contributions to the group. This incentivizes others to share their content and engage.

– With negative or counterproductive behavior from a member, be professional and civil

Linkedin Career Explorer

• Career Explorer for Grads– Create and save multiple

career paths

– See similar career paths taken by others in a chosen industry

– Identify individuals within their broader LinkedIn network that might be able to supply a recommendation or give tips on how to proceed down a specific path.

– Learn about the industry or market they are hoping to join, including statistics about jobs, companies and trends in that industry.

PWC Pays for Priority• Career Explorer, came out of talks between LinkedIn Corp. and

PwC. Initially

• Students enter the name of their school, their major and the industry in which they want to work. LinkedIn then lists relevant job openings based on jobs that similar LinkedIn users pursued.

• For an initial 60 schools, PwC gets top billing in job listings, in a box labeled "featured job." It also gets a large space to promote careers at its company that will include biographical videos of employees and tips on resumé writing.

• Otherwise, the results aren't influenced by PwC's sponsorship

• This is the first deal of its kind for LinkedIn with a corporate partner.

– Over time expect Linkedin to acquire more corporate sponsors

Linkedin Social Features

• LinkedIn’s challenge is that it wants to bridge the gap between the social functionality that occurs on Twitter and Facebook and the more corporate approach of its network

– but DO USERS WANT or USE THEM?

• Recently added social features

– Integrate Twitter into their pages

– Twitter-style “follow” function for users to track other LinkedIn members they want to stay in touch with

– Facebook-style “like” button for comments on Linkedin Groups.

– However, expect them to focus on professionals exclusively

• Recent acquisitions

– Choicevendor – a startup that allows companies to review and recommend business-to-business service providers

– mSpoke a data-analysis company

Brainstorm

• How can Chicago Booth use Linkedin (Groups) for recruiters?

Chicago Booth Blog

• More interactive– Add a Facebook like button (link to FB )– Comments – do you respond, do people get emailed?

• More visibility– Link to Facebook/Twitter

• Events– List upcoming events that week– Easy to search, look at calendar, explore to Outlook or

iCal/google Calendar• Most Popular Posts

– Searchable?

• Poll– What do you want more help with?

• Organize by topic– Add general resources for your job search plus expandable

Examples of how companies

are using social networking for

recruiting

Ernst & Young on Facebook

• Over 53K members

• Use Facebook to connect with students

• Questions posted to the wall are answered in a very personal tone

– This is one of the few company channels to have a direct conversation with students.

Deloitte – Building a Unique Brand on the Social Web

• “It’s Your Future. How Far Will You Take It?”– An innovative recruiting campaign aimed at showcasing the organization's

culture and people to attract the next wave of high-potential talent.  

– Integrates several interactive social media channels, including a new recruiting micro-site, Twitter feed, and Facebook page

– Offers potential recruits the most in-depth look at the organization to help them decide if Deloitte is truly the place for them

– Brings employees and potential recruits closer to one another, enabling a more direct relationship that positively impacts their recruiting efforts.

@lifeatdeloitte

• Used by a different Deloitte professional every week, is a particularly novel approach. 

– Rotates users to keep the feed interesting

– Yelp-like as it capitalizes on the intrinsic value that people attach to personal viewpoints – allows people within the company to describe their experience. 

– Knowing it comes from an individual makes it more valuable than a generic Deloitte PR attempt

– Provides daily tweets from a different business leader each week on day-to-day life inside and outside of Deloitte.  Followers can track what is top-of-mind for senior professionals from each of Deloitte's practice areas and gain a better sense of the issues, new developments and topics that the organization's leaders focus on.

@Lifeatdeloitte

Micro-site: Gen Y Employees

• www.deloitte.com/yourfuture provides a close look into the lives of the organization's Gen Y employees, both inside and outside of work.  

• Individual profiles and short films that showcase what it is like to work in Deloitte's different practice areas

• Spotlights their myriad personal and professional pursuits -- hobbies, community activities, favorite music, TV shows, etc

• Insert graphic

Facebook Page

– Go-to source for the latest information on initiatives and developments underway at Deloitte

– Holistic look at Deloitte's culture through event photos, videos and interactive message boards

– Allows potential recruits to join in the discussion 

“Your Future at Deloitte" YouTube Channel

• Offers individual video testimonies from employees on why they chose to work at Deloitte and what the organization means to them

• Videos follow Deloitte employees in their day-to-day roles, from working onsite at a technology client to participating in a sustainability project

Where Recruiters Get it Wrong• Most firms use their accounts as RSS feeds - mainly to push out

articles and documents that the company has produced. – Fails to utilize social media's potential for connecting individuals and

building relationships– Fail to give applicants a better sense of the culture at the firm, and many

people/students value the culture and "fit" of particular firms and use them as differentiators

– People are left to make their impressions of a firm based on interactions with a small set of company representatives – these , may not reflect the company as a whole – but in the end, they have a big impact. 

• What they could do– Help people at all levels of the firm use social media channels in order

to communicate their experiences, which in turn will build up the brand. • Ie, instead of talking about their latest whitepaper on "How Green Energy Is

Driving Innovation," provide first-hand accounts from the consultants that are experiencing this everyday.

– Fully utilize Facebook and Linkedin as they provide free, highly effective marketing opportunities with broad reach.

Enhance your Job Search with Social Presence

• Looking for work today is not the "old way" of looking for work. You are a product, someone who has information to give, and advice to share

• Personal branding, relationship building, whatever you call it, is the single biggest step you can do to land a job

• Use social media to network and generate demand offline/in the real world

ID companies, then Conduct a People Search

• Conduct a people search, not a job search – find them on the social web– Be proactive on Twitter– Capitalize on your Facebook contacts

• Blog to market yourself– Angle content so people know what you're interested in

and what you're looking for. – Add links in your article or on your blog that encourage

people to reach you– A personally branded blog can be your resume on line

that can highlight your skills and also your creativity that makes you stand out from the crowd.

– Great How-To: http://jeffbullas.com/2010/03/03/blogging-for-dummies-an-opportunity-for-personal-branding

Tips

• Networking Events – Get it right offline too!

– Before you go to a networking event, look at the speaker's blog, check out their LinkedIn profile.

– At the event, connect with your eyes when speaking to others.

– Have your personal elevator pitch ready.

– After events or meeting someone, do your follow up really fast. Send a message thanking the person, include what you talked about, provide some follow up or link to the discussion you ha

• Have business cards. Make the cards simple, add your name in a large font size. Include the number one way you want people to contact you. Keep the back of the card blank.  

More Ideas

• Always have "crops in the field”

• Go where the recruiters are – do they post positions on social networks?

• Google yourself – what comes up? Recruiters will want a full picture of you and will look on social networks/Google

Match Application Style to the Job

• Be creative in how you market yourself. Shoot videos, take pictures, write blog posts, create a slideshow. 

• Take risks

• Use Twitter or FB/FB IM to connect with a contacts and friends-of-friends

• Make a unique resumes

– Twitter updates

– Video

– Write a blog about your passions (food/music/green, etc)

• Google your interviewee– Learn about them, weave in their

interests

Linkedin Tips for Job Search

• LinkedIn– Always include a photo.– Include your current positions as well as your volunteer

work. – Make connections– Give recommendations to others.– Use the network status on LinkedIn to give updates on

your work and follow what others are doing. – Comment on others' network statuses.– Use LinkedIn applications to link your blog and Slideshare

presentations. – Write your LinkedIn summary so others understand what

your roles are and the value you have to offer. Not as things you have done, but how you can go forward.

– Use LinkedIn actively even if you're not looking for a job.

More Linkedin Tips

• Use LI to research potential prospects– You can create 3 saved searches.  At the top where you see the number of

records in your search you’ll see a “save this search” button. LI will give you the option of sending you a weekly email, to get updates to your search. 

• Ask for recommendations and make them EASY– After you have asked for the rec, write it yourself. You can position yourself

in the best light, and they can cut and paste. Search other recs for ideas.

• Groups: Fish where the fish are– Join groups that are in-line with your business, your objectives or a desired

job – but be selective. The more “on target” the group, the more valuable the content they provide, and the greater the networking opportunities.

– Select group members to connect with. In the groups tabs, you will see one called “other” with a drop down menu. Select members and you will see a list of all of the members in that group.  Offer to connect with the ones that make sense. 

• Consolidate all your contacts in outlook, etc.– Go to “Contacts.” then “Connections.” At the bottom of your Connections

box is “Export Connections.” Export the connections and import them into your preferred address book. 

Simplify Your Social Media Routine• Use simple tools

– Twitter Desktop: Hootsuite

– Link/automate updates - Twitter, Linkedin, Facebook

– Mobile apps

– Twinfluence, Tweetreach

– Signatures

• Focus on sending high impact messages

• Figure out which social media platforms give you the most value

• Let go of the need to read everything. Learn to scan

• Form close relationships with people who give you the most value, not everyone

Defeating Social Clutter(reaching the limit of the attention span)

• Big scale

– More than 80% of US online users are on social media

• Big reach

– Just a tiny handful of Mass Connectors will create 256 billion influence impressions in the US this year.

• The majority of your messages won’t get through!

• Here’s what to do:

– Go through the clutter – a trusted source (hint: this may not be you)

• Peer influence will grow as social networking does

– Give them something interesting to talk about

– Look hard for new experiences and new content to offer

– Look for open spaces – audiences where clutter isn’t a problem yet

– Find secondary audiences for your brand

Hootsuite

Delicious - Bookmarking

Wisestamp.com

How to Stay Up to Date

• Mashable• Inside Facebook• Smartbrief for social media• Brian Solis• Socialmediarecruitment.com

Location-Based Social Networks

• Gowalla, Foursquare, Loopt– Check-in at certain locations– Adding 100K users/week– Still a creep factor

• Uses– Loyalty programs– Contests and scavenger hunts– Event marketing– Employee orientation/onboarding– Listening, observing, learning (analytics)– Now in talk with search engines

Thank you!

Robin Frank@greenrobeenRobeen@beepbeepmedia.com

Inspiration and Credits

• Social media Is....slideshare.net/leewhite/social-media-is

• What the F**K is social mediaslideshare.net/mzkagan/what-the-fk-social-media

• The Social Media Manifestobriansolis.com/2007/06/future-of-communications-manifesto-for.html

• Facebook Success Summit 2010 socialmediaexaminer.com/fbsummit10/

• SmartBrief on Social Media smartbrief.com/socialmedia/

• Inside Facebook insidefacebook.com