Post on 09-May-2015
description
Best Practices in the Big 3:
Facebook, LinkedIn and Twitter
Linked-in Best Practices
David Tuttle
75M+ members
USA: 52%
CAN: 4%
BRZ:2%
EU: 22%
IND: 8%
AUS: 2%
+3M / month, 1 new member / second
Audience
Top 5 U.S. Metro Regions1. Greater New York City Area
2. Greater Los Angeles Area
3. San Francisco Bay Area
4. Washington D.C. Metro Area
5. Greater Chicago Area
Top 5 Non-U.S. Metro Regions6. Amsterdam Area, Netherlands
7. London, United Kingdom
8. Brussels Area, Belgium
9. Copenhagen, Denmark
10. Paris Area, France
4
Top 10 Industries1. Information Technology & Services2. Computer Software3. Financial Services4. Telecommunications5. Marketing & Advertising6. Banking 7. Accounting8. Real Estate9. Education Management10. Hospital & Health Care
Audience
5
Your featured recruiters
Company culture videoJob postings targeted to
viewer for relevance
Your message dynamically
adapts to the viewer (Gold only)
Ads
Maximize impressions by
reaching the right audience
Reach your ideal audience
with precision
Your ads stand out on
LinkedIn pages
• Objective:
Case Study: Dell Recruitment Insights
Understand software developer opinions of Dell as an employer
Measure change in opinions after the LinkedIn campaign
Survey Results Influenced Ultra-Targeted Advertising Campaign
We are hiring
We have open positions in Research, Sales, Finance
Dell Company Page
Recruiters at Dell
Dell Alumni, Get Connected by Joining Dell
Dell Employee Spotlight
Watch NowYour Workday at Dell
SURVEYAd Units
Company page Featured question
LinkedIn Partner Message from DellJoin Our Team!
We have open positions in Research and Sales
RECRUITERTALENT DIRECT
Advertising was Followed With Direct Sourcing
Results: Awareness of hiring increased +100% Willingness to consider jobs increased
+50%
“The end goal wasn’t to hire people but to change minds regarding Dell as an employer of choice with software developers; but we received much more”
–Dell Senior Talent Acquisition Manager
Aware Dell’s hiring software engineers
+100%
Likelihood to consider a job at Dell
+50%
Facebook Best Practices
Chad Estes
Why is Facebook important to my brand/company?
Facebook Statistics
Facebook has more than 550 million users - 50% of its active users log in every day.
If Facebook was a country, it would be the 3rd most populous country.
More than 1 billion pieces of content are shared each month.
Statistics, Facebook, Oct. 2010
Facebook adds 1.2 million users every day.
Engagement Statistics
The average Facebook user:- spends 55 minutes per day on Facebook- creates 90 pieces of content a month
Statistics, Facebook, Oct. 2010
Click-through rates for wall content on brands’ Facebook pages are as high as 6.49%, as compared to 0.10% for online display ads. Facebook’s Click-Through Rates Flourish.. for Wall Posts, Ad Age, Aug. 2009;
“Measuring the Effectiveness of Online Advertising: Lessons Learned”, comScore, Sept. 2010
The average Facebooker is a fan of 10 page, the bulk of which are in media/entertainment properties, causes or charities, and fashion/luxury goods.
“Facebook and Brands” Survey, DDB, Oct. 2010
Why?
Connect and Share
Evolution of Content
Publishing
Consumption
Evolution of Content
Obligation to Consume
Inbox Bad…News FeedGood…
Marketing Goldmine
Thoughts
Location
Targeting
Brand Statistics
Two thirds of comScore’s U.S. Top 100 websites have integrated with Facebook.
Half of comScore’s Global Top 100 websites have integrated.
Statistics, Facebook, Oct. 2010
1.75 million “fan” pages have been created to date.
How should I use Facebook?
Key Facebook Components
Personal Profile Public Profile (fan page)
friend friend fan page
Key Facebook Components
Events
Groups
Apps
Key Facebook Components
Places Open Graph Objects
Page Strategy
1. Identify Objectives
2. Create Strategy
3. Build Page
4. Build Fans
5. Engage Fans
Facebook Ads
Targeting Growth
Engagement
Ads
Internal Commitment
Serious Business
Content Strategy
Importance of News Feed
Wall Posts have 110x the reach of pages
psst - that’s over 10,000% more!
Where do I find more resources?
Facebook & Industry Blogs
On Facebook
Industry Blogs
http://facebook.com/facebookpages
http://blog.facebook.com
Industry events
Additional Resources
Pretty much anybody
Twitter Best Practices
Bianca Buckridee
Brand Listening
…participate in a way that is relevant and Builds your Brand
Understand it first
then…
Strategy
What are you going to use for???
•Customer Support•Product Promotion/Sales•Reputation Management•Sharing information
Defining Objectives
Example: @askSunTrust Service Channel
• Build relationships with relevant audiences• Provide a low-barrier channel for clients to interact• Engage dissatisfied clients and help alter negative perceptions• Create a “human” voice for the brand
We need…
…to be where our consumers are.
…listen, learn and interact with them.
…then we need to engage them.
Business Uses/Basics for Social Media Virgins
At SunTrust,
we use social
media to:
Meet consumers where they
are
Humanize the brand
Build appreciation
Extend our reach
Interact
Build affinity & loyalty
Your brand isn't what you say it is –
it's what people tell their friends it is.
It isn’t what they say to you.
It’s what they say about you.
Word of mouth is powerful
SunTrust Client Service Channel Examples
Identify Issues Compliments Share Information /Ask Questions
Business Basics for Social Media Virgins
• Social Media will not save you, it’s just a piece of the pie.
• The power of Twitter lies in your sharing, not your selling.
• Learn the art of conversation.
• Take time in building your social presence.
“What's worst: my competitors knowing
my plan or my employees not knowing
the plan?”