using social media lessons for brand strategy

Using Social Media Learnings for Overall Brand StrategyPresented By: Michelle Spellerberg Sr. Director, Emerging Media Solutions@mspellerberg

#socialc20

Three Segments

Employers

Job Seekers

Employees

CareerBuilder

For Job Seekers For Employers

CB Core

Want

More?Want

More?

Vertical

Diversity

Career-Building Resources

CB Other http://www.careerbuilder.com/socialmedia

BE CUSTOMER CENTRIC

What Job Seekers Want

73% want

to see jobs

Source: 2010 Personified Social Media Survey

The Social Job Seeker

55% said interacting with a company via social media gives them a stronger connection to the brand

71% expect a company to respond to questions on social media

40% are more likely to apply to a job at a company with a social media presence

Source: 2010 Personified Social Media Survey

• Ask what your customers want

• Make it relevant

• Personalize communications

• Find your brand advocates

• Talk about yourself only

• Be bland

• Respond to only questions and negative posts

• Be afraid to have some fun

Be Customer Centric

DO DON’T

Make It Easy

Easy To Do Business With

BE EMPOWERING

• Create new content

• Form relationships with your customers

• Use your biggest brand advocates: your employees

• Share responsibilities with other departments

• Auto feed your blog to other platforms

• Give incomplete answers

• Be afraid to have some fun

Be Empowering

DO DON’T

Thought Leadership

CB Community Builders

Community promise has helped community managers and our community

Cut down on internal questions

Have an emergency preparedness plan / hierarchy of where certain questions go

BE INFINITE

Yeknom Inc.

• Bring them back for more

• Be social media agnostic

• Give them a reason to share

• Allow multiple way to personalize

• Provide dead ends

• Be self centric

• Get ahead of the technology curve

• Create it and leave it

Be Infinite

DO DON’T

Monk-e-mail www.careerbuilder.com/monk-e-mail

Monk-e-maker

INNOVATION PROCESS

Be Infinite

Be Customer Centric

Be Empowering

Communication is Changing: Change With It

But Wait, There’s More!

Michelle Spellerberg

michelle.spellerberg@careerbuilder.com

@mspellerberg

linkedin.com/in/michellespellerberg

CB Social Solutions

@cb_social

slideshare.net/cbsocial

flickr.com/cbsocial

thehiringsite.careerbuilder.com

www.careerbuilder.com/wantme