WHAT IS YOUR PERSONAL AND BUSINESS SOCIAL MEDIA STRATEGY?

Maximizing Social Media Results

Meet Your Moderator & Panelists

• Moderator: Nanette KellySr. Software Quality Assurance Engineer, Northrop Grumman Corporation

• Panelist #1: Jem PagánDirector, Technology StrategyJNK Securities Corp.

• Panelist #2: Mike PowellVP Organizational Development & TrainingPowell Consulting Group

• Panelist #3: Emily VeraCorporate Social Recruiting LeadNorthrop Grumman Corporation @Social_Em

Understanding the 3 Major Social Media Sites:LinkedIn, Facebook, Twitter

LinkedIn: the world’s most popular social media tool for professional associations. It allows users to create an online personal resume, add other people as professional connections, participate in work related discussions and follow the events of various companies via company pages and groups.– Activities & lingo:

• “Connect”: with others (friends, peers) at various levels• “Follow Company”: to receive company posted status updates• “Join Group”: click to join a group, participate in discussions, etc. (note: you can

only be a member of 50 groups at a time)• “Discussion”: start a discussion within a group• “Like”: like a status update, comment, discussion topic, etc. • “Comment”: comment on a status update, discussion topic, etc.• “Share Link”: share a particular link from a status update or comment with your

network• “InMail”: pay to send a message to someone you outside of your 1st connection

network

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Understanding the 3 Major Social Media Sites:LinkedIn, Facebook, Twitter

Facebook: the world’s most popular social media tool. It allows users to create a personal profile, add other users as friends, exchange messages and share information and media. Facebook also allows members to participate in interest groups, follow particular companies and play online games.– Activities & lingo:

• “Like” a company/organization/page to follow and receive their updates• “Like” a post or comment• “Comment” on a post, image, video• “Share” a post, photo, or video with your “friends”• “Message” people or company pages privately• “Add Friend” to connect with a personal profile• “Hashtag (#)” tag your post into specific, searchable keywords by typing in a

hashtag sign before your word or phrase (e.g. #engineeringjobs)

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Understanding the 3 Major Social Media Sites:LinkedIn, Facebook, Twitter

Twitter: a popular social networking tool that allows users to send a short, mostly text-based message that’s up to 140 characters long known as a tweet. These tweets are then published on the web. Users can send their own tweets, follow the tweets of other users and companies or contribute to a wider online discussion based on a particular topic or event.– Activities & lingo:

• “Tweet”: a 140-character limit post• “Re-tweet” ( ) republish another person’s tweet to share with your network by

copying the post and typing “RT @username” or click the “re-tweet” button• “@reply”: reply or mention another user by typing: @username• DM: Direct Message another user by typing in: DM @username (note: you can only

DM someone that is currently following you & you are following them) • Hashtag (#): tag your post into specific, searchable categories by typing in a

hashtag sign before your topic (e.g. #jobs #careers)• Trending: when several people get on Twitter at once to share ideas with one

another, by using a specific hashtag

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Social Media Trends, Predictions & Challenges

5 Questions on Social Media

1) What Was Your First Social Media Experience?2) How Active Are You or Your Business on Social Media?

(ie. Daily, Weekly, Monthly, Never)3) Is Social Media is Good For Business

– Why or Why Not?4) Why should anyone (Follow You, Retweet You, Like, Pin You, Read Your

Blog, Attend Your Webinar, or Connect with You on Linked-In)5) How Do You (or Don’t You) Measure/Quantify Your Impact on Social

Networks?

2013 Social Media Trends

2013 Social Media Trends

2013 Social Media Trends

2013 Social Media Trends

1. Corporate Directors of Communication on average increased spending by 37% in 2013

2. Of Facebook’s 1 Billion Users, 200 million are mobile-only (4.2B across all networks)

3. According to Research Youtube is More Popular Than Cable TV4. The # of Facebook Users is 3x the US Population5. 95% of Facebook Users Log-In Every Day6. 60% of Twitter Users Log-In Every Day7. 30% of Linked-In Users Log-In Every Day8. 5 Million Facebook Users Are Under the Age of 109. Around 46% of web users turn to social media for making a purchase.10. 60% of consumers say integration of social media makes them more

likely to share products and services.

7 Social Media Predictions for 2014

1. Investments in Social Media Will Become a Necessity Not A Luxury2. Google + Will Become A Major Factor3. Image-Centric Networks Will See Huge Success4. We’ll Witness the Rise of Micro-Videos5. Foursquare Will Decline Sharply6. Love It, Or Hate It – MySpace will Continue to Grow7. Linked-In Will Become A Major Player for B2B Growth

2013 Challenges & Opportunities

1. How Is Your Personal/Corporate Brand Being Represented?2. Over Segmenting/Splintering3. Diminished Communication & Relationship Building Skills4. Measuring ROI5. Internal Social Media to Increase Project Transparency 6. Find Internal & External Experts7. Corporate Policies & Governance8. Effective Recruitment & Retention Strategy9. Who is the Expert?10. Decision Makers Aren’t There (Are we Engaging the Right People)

10 Tips to Get Your Social Media Strategy On Track

1. Pick the Site(s) that Works for You2. Share Interesting and Visual Content3. Pay Attention to What People Are Saying About Your Brand4. Have an Authentic Voice5. Foster Fan-to-Fan Engagement6. Don’t Overly Automate7. Commit to Social Media 8. Treat Social Media as an Arm of Your Customer Service Operations9. Don’t Forget Your Other Marketing Channels10.Measure Everything

Make it EASY for Recruiters to Find You:LinkedIn, Facebook, Twitter

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To rank well in LinkedIn, focus on:

• A complete profile with info relevant to the person searching for it.

• Activity in groups that are relevant to the info on your profile

• Being heavily connected to the industry you are optimizing for

• Use an eye catching headline that encourages people to view your profile

Camera shy? GET OVER IT.

• You can perceived as not understanding how to use LinkedIn

• It can make you seem out-of-touch with current technology and trends

• You can appear to be technically incapable of loading on a photo

• Those without photos may be perceived as “Fake” LinkedIn profiles

• Lack of a photo keeps your profile from being 100% complete

• Profiles with pictures are seven times as likely to be viewed as those without.

If you are coming up in searches, but people don’t click on your link then LinkedIn will think your profile is less relevant and rank you lower!

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Make it EASY for Recruiters to Find You:LinkedIn, Facebook, Twitter

Focus on:

• Setting up your privacy settings to ensure your public profile is “clean”

• Complete your “About” Section with the information in your resume

• Create lists for different groups of people (co-workers, friends, family)

• Follow potential employers and companies pages

• Be prepared to “damage control” from friends’ posts – set up email alerts

• Resist the temptation to over-share

• Post questions, general comments and/or topics you want to see to their wall

• Like, comment and share their company posts

• Check for “jobs” tabs or “Careers” focused pages of employers

• Participate in polls or interactive status posts

Engage with employers!

With the introduction of Graph Search, Facebook is being used more often as tool for social recruiting – be prepared!

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Make it EASY for Recruiters to Find You:LinkedIn, Facebook, Twitter

Tips:

• Consider having multiple accounts – personal / professional

• Complete your “About” Section with the information in your resume

• Follow potential employers and companies

• Follow recruiters and other employees of a specific company

• Utilize hashtags but keep your tweets readable

• Follow handles that tweet out jobs (@ClearanceJobs ; @MBAjobpostings)

• Favorite and re-tweet posts

• Reply to interactive tweets (complete the tweets, questions, polls)

• Participate in live tweeting events

• Search for tweets by hashtags (#jobs #engineer #mba)

• Direct message or tweet questions, comments, issues

Engage with employers!

More and more employers are turning to Twitter to post jobs, host interactive chats and engage with candidates. Join the conversation!

Takeaways for the Digital Job Search

• Use social media platforms to promote yourself

– Majors sites are a must!

– Get creative - Pinterest Resumes or YouTube Video Resume;

• Engage, engage, engage!!

– Let employers and recruiters know who you are BEFORE you apply to

their jobs

– Make yourself a trust-worthy source for industry specific information

• Have a soft copy of your resume available 24/7

– Mobile websites, job opportunities on the fly – BE PREPARED

• Maintain a consistent, real, image and personality across pages

• Know your audience and utilize list features when available

Social Media – A Business Solution

© Mzinga 2011

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In The Social Era …

Lean, not Big [Fast & Flexible]

Conversations, not Chains [Collaboration drives innovation]

Sharing, not telling [Hear the voice of the customer and employee]

Social Intelligence is driving the marketplace

© Mzinga 2011

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Understanding the Social Intelligence Ecosystem

Mzinga, Inc. Confidential

OmniSocialEngages

Business Impact of Social Era

© Mzinga 2011

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Social Era Delivers Experience-Led ROI Solutions

Customer Experience

Employee Experience

PartnerExperience

Brand Experience

• Streamlined client acquisition

• Customer engagement

• Loyalty & retention

• On-demand support• Listening &

engagement

• Brand building

• Demand generation

• Social commerce

• Social business outsourcing

• Indirect revenue streams

• Developer networks

• Engagement & collaboration

• Satisfaction & retention

• On-boarding & recruiting

• Social learning

Social Business Ecosystem

ExternalUse Case

InternalUse Case

© Mzinga 2011

“Peeling the Onion” – Successful Social Media Implementations

Monitor and MeasureThe Experience (Social ROI)

CommunityManager

Employees * Customers * Partners

Deliver the ExperienceFlexible & Dynamic

Design the Experience Compelling & Engaging

CommunityManagers

April 8, 2023

© Mzinga 2011

Social Media Drives the Intelligence Continuum

Data

Information

Knowledge

WisdomUse knowledge to establish and achieve business goals/ROI

Analyze & synthesize derived information

Give meaning to obtained data

Obtain the raw content:Discussion, Post, Blogs, etc.

Baker’s depiction of the Knowledge Continuum, 2007

© Mzinga 2011

Social Media Drives the Intelligence Continuum

Data

Information

Knowledge

WisdomUse knowledge to establish and achieve business goals/ROI

Analyze & synthesize derived information

Give meaning to obtained data

Obtain the raw content:Discussion, Post, Blogs, etc.

Baker’s depiction of the Knowledge Continuum, 2007

Social Metrics in a ‘Social Era’ When Influence and Information Matter!

© Mzinga 2011

InfluencerMetrics

BrandMetrics

Influential PlatformsTrack platforms that generate

greatest % of engagement.For each platform, determinethe relevance of engagement

(Topics) and Sentiment.

AwarenessTrack % of engagement

(messages) that generateawareness for Brand, Message

or Products

Influential UsersTrack ‘Influential’ users

who multiply the brand’smessage with positive /

negative WOM.

PreferenceTrack % of engagement

(messages) that generatepositive sentiment for

Brand, or NegativeSentiment for Competitor

Influential SitesTrack ‘Influential’ sites

with greatest amount ofviral sharing of campaign

media assets

IntentTrack % of engagement

where users expressIntent for Brand at all

stages of MarketingFunnel: consider, choose,

buy or consume Brand

Influencer Visibility &Potential Reach

Add third-party datawith Influencer

followers / friends

i.e., Off-line Purchase

Determine whetherBrand Metrics for Earned

Media correlates withthird-party On-line / Off-

line purchase data

Fans CriticsTrack % of users who express Track % of users who

positive sentiment about express negativeLoyaltybrand / message / product sentiment about brand /

Metrics message / product

Advocates DetractorsTrack % of users that Track % of users that

provide positive provide negativerecommendation for recommendation for

Brand Brand

Social ROI Metrics & KPI Measurements

“Social Proofing” – Next Generation of Social Media

Social Strategy Steps – The (7) Components

Mzinga’s Community Consultants are dedicated professionals who work with you to create a Social Media strategy, including an objective, multi-phased analysis of any current social media initiatives.

Among other things, this effort may examine Mzinga’s Seven Components of Successful Community:

• Targeted membership and desired interaction, acquisition (marketing) and retention, member ROI, competition (other communities, other calls for target membership attention)

Community Membership

• Vision of the social media initiative and alignment with corporate strategy. Business and financial goals and objectives of the initiative. Rollout plans and phases of community life

Strategy

• Definition of the duties and prescriptive step-by-step how to’s for the Client Community ManagerCommunity Management

• Recommendations for member touch points including: newsletter strategy, site copy and use of Facebook/My spaceCommunication Strategy

• Pre Vs. Post moderation. TOS definition, Practices for handling violations, Escalation path for violations, etc.Moderation Plan

• New & existing, internal & external, expert & user-generated, static and event based.Content

• Analysis and identification of the tools (software, templates, forms, and infrastructure) to enhance and support the social media initiative. Analysis of the deployment and the adoption/success/failure of efforts to date.

Tools

© Mzinga 2011

Research & Resources

http://www.forbes.com/sites/jaysondemers/2013/09/24/the-top-7-social-media-marketing-trends-that-will-dominate-2014/ http://www.audiencebloom.com/2013/05/how-to-determine-which-social-media-network-fits-your-business/ http://socialmediatoday.com/docmarkting/1818611/five-surprising-social-media-statistics-2013

http://www.executiveboard.com/blogs/top-3-social-media-challenges-for-2013/

http://www.information-management.com/news/the-challenges-of-social-media-being-everywhere-being-interesting-10024494-1.html

http://blog.hubspot.com/marketing/facebook-lead-generation-tips-ht