social media and career development
DESCRIPTION
Presentation to MBA students, University of Edinburgh Business School, 5th October 2011TRANSCRIPT
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Social Media for Career Development
University of Edinburgh Business School
Dr. Jim Hamill Alan StevensonVincent Hamill
www.energise2-0.com
5th October, 2011
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Social Media and Business Schools
Social media is having a major impact on:• Business School marketing/promotion/student
recruitment• Programme content – increasing demand for social
media skills• Programme delivery – enrich the student learning
experience• Programme assessment• Career development• Alumni relationships
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SM Skills a Must for MBAs
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SM Skills a Must for MBAs
• 85% of potential MBA students used social media to research their top choice of school
• 14% disappointed with School’s use of SM at the recruitment stage and 63% wanted more
• For current students, 55% stated that social media course options were either not available or were ‘not up to par’ with employer demands
• 99% stated that social media was ‘mission critical’• Leading Schools are beginning to offer social media
programmes including Harvard, Stanford, Columbia and Stern
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Today’s Agenda
Session 1• Overview of Social Media• The ‘Key Things to Remember’• Social Media in Action: Case Examples• ‘Social Media Planning Pays’
Session 2• Social Media and Career Development – practical advice on how to
use social media to develop your own career• Need for new innovative approaches in a crowded graduate
recruitment market• ‘Be Social’!
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What is Social Media?
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Web 2.0/Social Media
Web 2.0 Applications
Open sourceOnline Applications/ Web ServicesSocial Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyTwitterCharacteristics
Communities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal
Business Impact
MindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience –
Rich Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g.
engage and co-createIT/Software/ApplicationsOperations, Internal Processes and
HRM
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How important has it become?
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Social Media Revolution
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Key Things to Rememberabout Social Media
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A conversationnot a broadcast platform
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Advertising – Customer Breakup
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Key Things to Remember
• It’s social– A key feature is online democracy – with content being provided
by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet
– Conversations are already taking place relevant to your company/organisation. Are you listening?
• Power shift– Social media empowers customers, empowers the network.
Recognizing this shift is the cornerstone of future success • Declining effectiveness of traditional approaches
– Does anyone listen any more?
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Do You Listen?
Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)
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Do You Listen?
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The Customer Manifesto
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What is Social Media?
NOT a broadcast medium. Its about listening to and engaging with customers, partners, your community, your tribe
This is something we are not very good at doing. We prefer telling people how good we are
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Key Things to Remember
• Pull v push– Consumers/users decide what information they wish to access
• New ‘mindsets’ are required– Marketing as a conversation with your customers/network–
dialogue not broadcasting– But this is something that most of us are not very good at doing.
We prefer ‘telling’ people• SM ‘winners’ and ‘losers’
– ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships
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Key Things to Remember
• New performance measures– Business success depends on the quality of your customer base;
the strength of the relationship you have with quality customers; and your ability to leverage that relationship
– In a social media era, business success depends on the • Quality of your network• Relationship strength• Ability to leverage
• Social media monitoring/performance management tools
• The need for new business/marketing models
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Performance Measurement
Involvement – network/community numbers/quality, time spent, frequency, geography
Interaction – actions they take – read, post, comment, reviews, recommendations
Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc
Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking
Insight – customer insight Impact – business impact
Social Media Monitoring Tools –Audit, Assess, Impact
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The ‘6Is’ Approach
Insight and Impact
Involvement
InteractionIntimacy
Influence
23
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Key Things to Remember
The need for new business/marketing models
– Traditional approach:• Product development – Differentiate – Market and Promote -
Sell
– New model based on: • Communities, networks, openness, peering, sharing,
collaboration, customer empowerment, ‘think and act’ globally
• Engage and energise• ‘Create the Buzz’
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Potential Business Benefits of Social Media
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Business Benefits
• Market Knowledge
• Customer Insight and Understanding
• Customer Interaction
• Enhanced Customer Experience
• Business Intelligence
• Reputation Management
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Business Benefits
• Improved Sales and Marketing
• Identify and network with high value, high growth prospects
• Product Development and R&D e.g. engage and co-create
• Internal cost savings
• Improved Operations and Internal Processes
• Increased ROI
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Potential Business Benefits
5 main areas:
• Market/Customer Knowledge & Insight• Engagement & Reputation Management• Enhanced Customer Experience and Loyalty• Sales/Marketing Effectiveness, Efficiency and ROI• Operations/ Internal Processes (open source and hosted apps)
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Social Media in Action
Quick Examples
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In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand
A quick ‘personal experience’
Dubai Hotel
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From the web site
• This 5-star hotel and residence offers European hospitality with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1-3 bedroom apartments.
• The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites.
• Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest…
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The Customer Experience of the Brand
Tripadvisor
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From Tripadvisor
• It's getting old, the rooms are unappealing and it will never be more than a business hotel
• Being a Sofitel hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website.
• Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel
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Blendtec
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Will It Blend? - iPad
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5.7 Million Views
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United Breaks Guitars
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10.2 Million Views
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Crowdsourced NPD
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266,555 on Facebook
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1.6 Million Twitter Followers
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17,000 Twitter Followers
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Skittles on Facebook
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19.3 Million ‘Likes’
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Whole Foods
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Talk To Us
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Links to Social Media Channels
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Go Global: Act Local - Twitter
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2m + Twitter Followers
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High Engagement – 63% ‘Replies’
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Top Followers
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Go Global: Act Local - Facebook
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717,640 FB ‘Likes’
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High Interaction
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High Interaction
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New Giffnock Store
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Already Engaging/Interacting
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Flickr
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The Blog – ‘Tells the Story’
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Recent Posts
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YouTube Channel
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2m Views
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‘Getting There’
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‘Getting There’
• Get More Involved– Google Alerts, Twitter, Social Media Monitoring Tools
• Learn more• Develop a strategy• Implement• Monitor
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‘Be Customer Led’
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Be Customer Led
• Who are our customers, community, tribe?
• Where do they hang out in social media?
• How can we best engage with and energise them?
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In Summary……..’Social Media Planning Pays’
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Key Questions to Address
• Do you need to engage with Social Media?• What progress has been made benchmarked against industry
‘best practice’, the potential of social media for your business and, more importantly, against the growing expectations of customers?
• What are the key objectives and targets to be achieved from social media? Are these fully aligned with and supportive of your overall business goals and objectives?
• Who are your customers? Where do you find them ‘hanging out’ on social media? How can you best engage with them?
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Key Questions to Address
• What are the main Social Media Actions and Initiatives you need to take – short, medium and longer term?
• What generic social media strategy should you follow (number of channels used/ depth of engagement in each channel)?
• For each priority Social Media Channel, what are your core objectives for that channel; what KPIs will be used for measuring on-going channel performance; what are your targets for each KPI; what key tasks are needed to achieve these targets?
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Key Questions to Address
• Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social! Is the right organisational and decision-making structure in place?
• Has agreement been reached on resource allocation?• Who will be responsible for your social media activities? What
balance has been agreed between internal and external roles and responsibilities?
• Who is the Social Media Champion?• Do you have agreed Social Media Policies and Guidelines in
place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects?
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Bob Dylan
Come gather 'round peopleWherever you roam
And don’t criticiseWhat you can't understand
Your sons and your daughtersAre beyond your command
Your old road isRapidly agin‘
Then you better start swimmin’Or you'll sink like a stone
For the times they are a-changin’
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Session 2
Social Media for Career Development
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SM for Career Development
Effective use of Social Media is becoming ‘mission critical’ to your career development:
Employers are increasingly using SM in recruitmentBrand differentiation – innovative use of SM will help you
stand out from the crowdA new approach to recruitment/career development based
on relationships and networking Improves the effectiveness and efficiency of your efforts
through ‘attraction based’ marketing v. the traditional approach to applying for jobs
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Traditional Approach
• Develop a resume/CV and covering letter• Search/find vacancies• Submit CV/covering letter for available job or ‘on spec’• Wait for the phone call/email that never
comes because the job market is becoming increasingly competitive
• Same as above but go through an agency/online job site
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Insanity Defined
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How Businesses Use Social Media for Recruitinghttp://mashable.com/2011/08/28/social-media-recruiting-infographic
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A New Approach Built Around Your Online Brand Identity/Digital
Footprint
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Suggested Approach
Use Social Media to:
• Search/listen/keep an ear to the ground• Build your personal brand, differentiate,
stand out from the crowd• Identify, join, lurk, participate in relevant forums, groups etc• Actively engage/network – build relationships• Leverage ‘attraction’ based marketing• Monitor performance and ‘buzz’
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Search and Listen
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Social Media Monitoring
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Monitoring the Conversations
• Use Social Media Monitoring Tools to monitor the online conversations relevant to your career development – also for measuring the ‘buzz’ about your personal brand (later)
• No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, Topsy, IceRocket, Blogscope, Blogpulse and ViralHeat
• More expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and Infegy SocialRadar
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Social Media Monitoring
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Topsy Search – ‘MBA Jobs’
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Financial Services
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Social Media
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Social Media Jobs
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You can develop your own customised Social Media Monitoring System
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Our Own System
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Build your Personal Brand, Differentiate, Stand Out
from the Crowd
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Main Channels
• Personal blog for ‘telling your story’• Twitter for conversations• Linkedin for professional networking• Facebook for personal stuff (but be careful, very careful)• Google + - the ‘new kid on the block’• Develop a Youtube Channel including your own video
e.g. course presentation• Your resume/CV as an Infographic
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Blog
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Google +
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Youtube
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Infographic
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Infographic
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Infographic
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vizualize.me
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vizualize.me
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vizualize.me
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vizualize.me
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Identify, Join, Lurk, Participate in Relevant Groups and Forums
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Linkedin Group Search
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Linkedin Group Search
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My Groups
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My Groups
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Company/People Search
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People Connections
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Actively Engage/Network/Build Relationships
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Follow Best Practice
• Add value• Don’t SHOUT• Talk WITH rather than AT• Listen first• Don’t be a show off• Don’t get angry or respond in an aggressive way• Be careful of your ‘digital footprint’• Don’t spam or over post• Don’t underestimate the power of the network• Hang out in the right places with the right people
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Be Social
‘Be social before doing social’
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Leverage ‘Attraction’ Based Marketing
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Attraction Based Marketing
• Don’t rely on the traditional approach to finding a job
• Build a powerful personal brand and online network to attract job opportunities directly to your ‘inbox’
• Become a content producer NOT a passive content consumer
• Highlight your expertise and passion• No longer an option – recruiters now expect you to have a
strong social media presence
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Monitor Performance and ‘Buzz’
Various tools are available
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Topsy
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Klout
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Score and Influence
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Amplification and Reach
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Blog Stats
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Linkedin Stats
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Linkedin Stats
