using social media lessons for brand strategy
DESCRIPTION
CB Social's Senior Director of Emerging Media Solutions, Michelle Spellerberg, on how CareerBuilder uses what we learn from social media to support a multi-channel branding strategy.TRANSCRIPT
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
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
@mspellerberg
linkedin.com/in/michellespellerberg
CB Social Solutions
@cb_social
slideshare.net/cbsocial
flickr.com/cbsocial
thehiringsite.careerbuilder.com
www.careerbuilder.com/wantme