Download - Universum Awards 2009
Per HåkanssonUniversum Awards, Stockholm, March 26, 2009
Growing employer brands online using social media tools
strategic internet advisor
startups
consumer webper
san franciscosilicon valley
universum
yahoo!
blurb.com
icon medialab
london
st.gallen stanfordgoing global
perspective
barcelona
disruptive
business
change
technology
15 years
The new open world
What is social media?
Evolution of the web
Employer toolbox
Recommendations & ideas
Questions
Agenda
The wall between companies and their markets has fallen
Which creates transparency
The key driver is the web
And the web changes everything... ;)
Imagine everyone having access to their own free printing press...
Their own megafon...
Access to people...
Connected across the world...
In real-time...
Enabling anyone to rate, comment, review or tag any
content
CONVERSATIONS
Social Media!
Evolution of Consumer Web[Communication tools]
1.5BN
1BN
0.5BN
1995 2000 2005
Internet Audience
Year
MOSAIC
IM
LISTS
WEBMAIL
MB
GROUPS
BLOGS
PHOTOSHARING
SOCIAL NETWORKS
MICROBLOGGING
VIDEOSHARINGVOIP
VIDEOCALLINGUSG
SOCIAL MEDIA
1.6BN
THUMBING
COMMENTS RSS
TAGGING
FORUMS
API
MOBILE
RIGHT NOWtalented people are engaging in online conversations about your company as a place to work
WOW!What an opportunity to really connect!
BUTOnly 16%* of companies monitor what’s
being said about their brand online
Advertising Age, Feb 2009
So what does all this mean for you?
Reflections
It’s not the content, it’s the conversation
From mass media to media of the masses
A new ecosystem for human interaction
Social networks are the new infrastructure
People care more about tools than content
Openness, transparency and accessibility
Non-linear ecosystems
The Social Media Toolbox
Content platforms
Feedback tools
Social networks
Lifestreams & feeds
Analytics
Content PlatformsContent created by anyone for everyone to consume, comment and evolve
Blogs
Video
Podcasting
Groups
Communities
Microblogging
Social NetworksThe new technology platform and lever to connect and share with everyone
Personal networks
MySpace
Professional networks
Niche networks
Ning
Feedback ToolsAgree, disagree, contest, argue, debate, challenge, review, rate and comment
Comments
Reviews
Ratings
Thumbing
Q&A
Reputation
Lifestreams & FeedsOnline records of daily activities via feeds or aggregators
RSS
What are you doing?
140 characters (SMS)
FriendFeed
AnalyticsHow to monitor what people are saying about your company as a workplace
Google Analytics
Social Mention
Trackur
Glassdoor.com
RSS
Technorati
RecommendationsHow to join the global conversation about your company as a great place to work
Identify clear objectives
Hire the right web people
Know thy audience - identify influencers
Listen. Learn. Share. Interact. Invite.
Start small, experiment and fail fast
Be honest, be open, be your brand
What cannot be measured cannot be improved
Summary
Embrace the open movement
Look beyond the prevalent technologies
Social media is about connected conversations
But nothing happens without infrastructure
Join the right / relevant ecosystem
QUESTIONS?
Contacts & FeedbackPer HåkanssonStrategic internet advisor
www.perhakansson.com
