Download - Holy Crap, Social Media Is a Job?
@EricTTung #SNHUSocialerict.co/SNHUSocial
Holy Crap, Social Media
Is a Job?
All About Social Media Strategy and Jobs
@EricTTung #SNHUSocialerict.co/SNHUSocial
Hi!Eric T. Tung
• Social Media Manager @ BMC
• Univ. Texas 05 Graduate
• 5 Years in Social• 59,000 Twitter followers
• Forbes #1 Social Media Network
@EricTTung #SNHUSocialerict.co/SNHUSocial
How Did I Get Here
@EricTTung #SNHUSocialerict.co/SNHUSocial
1995
@EricTTung #SNHUSocialerict.co/SNHUSocial
This Was A Cool Album
@EricTTung #SNHUSocialerict.co/SNHUSocial
This Was A New Car
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
This Was The Internet
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
This was probably you.
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
What I’m Gonna Tell Ya.
• 1. What’s Social Media about?• 2. Wait, You Get Paid For This?• 3. What You Should Do Right
Now.
@EricTTung #SNHUSocialerict.co/SNHUSocial slide 13
Generated in sales from Twitter as early as 2009
$6.5 million
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial slide 14
Has helped over 150,000 customers through Twitter,
@ComcastCares
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial slide 15
Blog for customer interaction
results in 50,000new product ideas
@EricTTung #UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial slide 16
Ford sent Fiestas to the top 100 bloggers in Europe for a year: generated 31,000 pieces of content and 60% awareness…
before the car was ever sold
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial slide 17
Raised $5,000,000 from 500,000 donors
in 2 days after Haitian earthquake
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial slide 18
Social Networking is
HUGE. World PopulationsChina 1,354M India 1,210M
1,060M500M400M
USA 315M Indonesia 237M
Brazil 194MPakistan 182MNigeria 170MRussia 152M
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
What’s this mean for
B2B?
@EricTTung #SNHUSocialerict.co/SNHUSocial
Reported a
Increase insales in the
first quarter tiedto a pilot of social selling
400%
@EricTTung #SNHUSocialerict.co/SNHUSocial
Isn’t SocialJust For
Kids?
@EricTTung #SNHUSocialerict.co/SNHUSocial
No.Average Facebook User is 4255-64: Fastest growth on
Twitter (79%)45-54: Fastest growth on
Facebook (46%) and Google+ (56%)
@EricTTung #SNHUSocialerict.co/SNHUSocial
Who’s on Social?1000 B2B Global Buyers Surveyed by IBM:
33% already used social to engage with vendors
75% likely to use social in purchasing in the future
@EricTTung #SNHUSocialerict.co/SNHUSocial
55% in B2B search for info on social
Reported by Business.com
70% of a buyer’s journey is complete before it gets to sales
according to Sirius Decisions
@EricTTung #SNHUSocialerict.co/SNHUSocial
78.6% of salespeople using Social Media outsold their peers. Reported by A Sales Guy Consulting
@EricTTung #SNHUSocialerict.co/SNHUSocial
Online Conversation with Prospects Accelerate Deals
Social Network Usage41% 60%
Micro-Blogging21% 39%
@EricTTung #SNHUSocialerict.co/SNHUSocial slide 27
The media landscape is changing…
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
Francis vs. Benedict:
@EricTTung #SNHUSocialerict.co/SNHUSocial
Bush ‘01Obama ‘13
slide 29#UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
Maybe even no more newspapers…
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
People are shifting from web-based email to mobile, SMS, Facebook…
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
Online Marketing Channels
PaidInternet
Advertising
PPC – Search Marketing
Mobile Advertising
Sponsorships
Paid Applications
OwnedBrand and Product
Websites
Mobile Brand and Product Websites
Proprietary Mobile Applications
Customer Care Services
Proprietary Digital Content
Proprietary Blogs
Earned
Social Media (Pages & Feeds)
Word of Mouth
User Forums
News, PR, Announcements
Blogger Relationships
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
Where’s the ROI?Online Marketing Lead Gen
BMC Communities
Remarketing
Banner Ad
Landing Page
LeadBMC.com
@EricTTung #SNHUSocialerict.co/SNHUSocial
“Give away information snacks to sell knowledge meals.”- Jay Baer NY TimesBestsellingAuthor, PresConvince &Convert
@EricTTung #SNHUSocialerict.co/SNHUSocial
Blogging Helps…
• Customers and Prospects understand your offering, decreasing sales cycle time 60%
• Tell Google your website is regularly updated
• Tell Google your website has relevant keywords
@EricTTung #SNHUSocialerict.co/SNHUSocial
“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.”- Scott Cook, co-founder Intuit, Board Member Ebay, P&G
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial@EricTTung #UNCSocial
People Are Talking
erict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial slide 38@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial slide 39
“Companies can no longer control the message, but
they can control the results if they are
aware of which channels of communication their audience is using”
- Dragonfly Media
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
• The Greatest Customer Service Story Ever Told, Starring Morton’s Steakhouse
http://shankman.com/the-best-customer-service-story-ever-told-starring-mortons-steakhouse/
@EricTTung #SNHUSocialerict.co/SNHUSocial@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
“Nature gave us one tongue and two ears so we could hear twice as much as we speak.” - Epictetus
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
How Quickly Should You Respond?
http://www.socialmediaexplorer.com/social-media-marketing/whats-your-social-media-average-response-time/
@EricTTung #SNHUSocialerict.co/SNHUSocial
This is how you win real-time marketing…
@EricTTung erict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
So… What Do People Want From Social Media?
slide 46
Incentives, Discounts 77%Customer Service 46%
Offer Feedback 39%Games, Contests 26%
Marketing 21%
Cone 2010 Customer New Media Study by OCR, Oct 2, 2010
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
Wait, you get paid for this?
@EricTTung #UNCSocialerict.co/UNCSocial
Yes, There’s lots of Social Jobs
Social Content Writer 30%Social Marketing Manager 27%
Social Strategist 16%Social Media Specialist 14%
PR Brand Manager 7%Online Community Manager 5%
Social Titles via Onward Search Recruits, 2012
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
Ok, How Much Do You Make?
Social Marketing Mgr: 73k-116kSocial Strategist: 55k-103kOnline Community Mgr: 54k-79k
PR Brand Manager 49k-90kSocial Media Specialist 46k-71kSocial Content Writer 22k-60k
25% & 75% percentileIndeed.com for New York City
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
My Day.
• Engagement• Education• Entertainment• Empowerment• ‘Earing
@EricTTung #SNHUSocialerict.co/SNHUSocial
Importance of Social Media
10% of organizations report an employee who has done something via Social media that damaged its reputation
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
Be Professional.
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
Conduct Guidelines – Be Professional
slide 56
“We do not know the total millions of dollars FedEx pays Ketchum…We are confident however, it is enough to expect a greater level of respect and awareness from someone in your position…A hazard of social networking is
people will read what you write.”
Be Nice.
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
Be Transparent.
@EricTTung #SNHUSocialerict.co/SNHUSocial@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
Take it offline.
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
What You Need To Do.
Now.
@EricTTung #SNHUSocialerict.co/SNHUSocial
Get on LinkedIn.
1.Build Your Network2.Opportunities Come To You3.Industry Group Connections
4.Keep Resume Up to Date5.Read Industry News
6.Get Noticed on Google
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
Get on #Twitter.
1.Stay on top of news & trends2.Follow People in your field3.Develop your Voice/Following
4.Connect with Brands5.Connect with Celebs
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
Clean Up Facebook.
76% of recruiters/hiring managers have checked an applicant’s profile
46% did so before even reaching out
69% have been rejected an applicant
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
Clean Up Facebook.Clean up poor grammar/vulgar language
Update your professional history
Pick an appropriate picture
Check out your Likes
View As…
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
Blog.Establish a voice.
Make connections.
Great for Search Engines
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
Show The World You Mean Business.
Register Your Domain.@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
Get Creative.
@EricTTung #SNHUSocialerict.co/SNHUSocial@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial@EricTTung #UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial@EricTTung #UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
What You Should Do.
• Consider a career in social.• Consider B2B companies.• Sign up for Twitter, LinkedIn, and your domain.
• Blog, blog, blog.• Provide Value.• Be Yourself.
@EricTTung #SNHUSocialerict.co/SNHUSocial
Thank You!• All Networks: EricTTung
• Web: ericttung.com• Email: [email protected]
• SMS Card: Text “EricTTung” to 50500
@EricTTung #SNHUSocialerict.co/SNHUSocial
More Resources• Pinterest Board with More Resources, cited studies, etc: http://erict.co/UNCResources
@EricTTung erict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
Appendix
@EricTTung #SNHUSocialerict.co/SNHUSocial
Tips from the Pros…
@EricTTung #SNHUSocialerict.co/SNHUSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
“PR is taking a back seat to Social Media”
- Todd Wheatland, VP, Head of Thought Leadership
Kelly Services
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
1 . There’s a lot more people in the public than
you can ever have in your PR group.
2. 92% trust recommendations of friends and family above
all other forms of advertising
Nielsen Global Trust in Advertising Report, 2012
@EricTTung #SNHUSocialerict.co/SNHUSocial
One Message Before Social Media Word of Mouth
@EricTTung #UNCSocialerict.co/UNCSocial
@EricTTung #SNHUSocialerict.co/SNHUSocial
One Message After Social Media Word of Mouse
@EricTTung #UNCSocialerict.co/UNCSocial