Webinar: Inside Social (April 2016)

Inside Social Webinar 2016

Inside Social WebinarDavid C Brudenell

Chief Digital Officer, Universum

Principal Product Architect,

Currently, David is a member of the Product,

Engineering and Activation teams at Universum. As

Chief Digital Officer, David works with an exciting

and dedicated team of thinkers, makers, dreamers,

organizers and social leaders. All of these great

people play a role in Universum's current digital

transformation and are focused on helping

employers find the talent that can grow their

businesses. They are also passionate about helping

these employers build relationships with talent by

helping to tell data-led, human and purposeful

stories across all media channels.

http://universumglobal.com/inside-social-media/

http://universumglobal.com/inside-social-media/

3

Students are using more

channels than ever before to

learn about employers

Online channels

• Social media

• Employer websites

• Employer ads in social media

• Career websites

• Job boards

Offline channels

• University press

• Career Fairs

• Employer presentations

• Career magazines and guides

4

Being present on multiples channels is important

68%

43%

40%

Universum Communicating with Talent, USA, All Students, 2015

Percentage of students who use specified channel to learn about potential employers

Social

Media

Job

Boards

Employer

Ads on

Social

Media

54

Be Social or Die

7

Facebook takes a

substantial % of all time

spent online

Universum Inside Social eBook, 2016.

20%

8

1 in 3 min on our mobileIs spent on a Facebook property

9

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Series 1Americans love social media

GlobalWebIndex, Q4, 2014. Ages 16-64. Averages based solely on people who use social media

Average number of hours per day spent by social media users on all social media channels as of January 2015, by country

10

85% of Gen Z respondents

are open to being contacted on social media

The appetite for social recruiting is there

Universum Gen Z Report, 2015

11

74% of Gen Z respondents

have never been contacted about job opportunities

But there is still huge opportunity

out there to engage with talent

Universum Gen Z Report, 2015

1210

Some employers are connecting

with talent in impactful ways

Facebook is full of employer brands

13

17

Sharing real people and real

stories

15

“Social media is about getting insights into

other people's lives; the same should go

for organizations: getting an insight into

their working and their culture.”

- Student

18

A campaign based entirely

on emoji’s

16

“How about an internship in a bank that

speaks your language?”

Watch the

emoji

video

https://www.youtube.com/watch?v=oyo06DkbUWo&feature=youtu.be

https://www.youtube.com/watch?v=oyo06DkbUWo&feature=youtu.be

1917

Social or die, AND

Optimize.

Four ways to optimize your social strategy

Platform

mix

Leverage

promotion

Consistent

look & feelDifferentiation

20


Platform

mix

21

90%90% of talent expects you to

post more than three times a

week on Facebook

22

Engaging on a frequent

basis is expected


23

Having an active voice on social media is required

12%

27%

32%

50%

Q: How often do you visit each of these

online networks/ communities?

A: I’m constantly checking this network

Instagram

Snapchat

LinkedIn

Facebook


11

Platform mix – Facebook

Even though Facebook rules the social ecosystem, employers

shouldn’t be exclusive

Over a billion log on to Facebook

daily, a 17% increase year-over-year

Global users spend an average of

20+ minutes on the site each day

31

59% of youths aged 12-24 were on

Instagram in 2015, up 53% from the

year before

Instagram recently opened paid

advertising, making it even easier to

reach talent

59%

Platform mix – Instagram

32

With over 400 million users worldwide, LinkedIn is a

buzzing professional space for networking and building

relationships.

Present in over 200 countries, it is one of the most globally

used social media platforms for talent to learn about, and

engage with, employers.

Platform mix – LinkedIn

33

27

Mixing up your message is key

87% 85%75%

66% 61%

44%35%

4%

% respondents


Type of employer information that talent searched for on social media platforms


Platform

mix

Leverage

promotion

28

In a media saturated

environment, capturing

the attention of talent – let

alone engaging – is hard.

24

30

It’s nearly impossible to cut through the noise

BI Intelligence http://thenextweb.com/mobile/2013/06/13/whatsapp-is-now-processing-a-record-27-billion-messages-per-day/#!sawFj

See also: http://www.youtube.com/yt/press/statistics.html

of the world’s internet traffic is

from mobile devices and we now

buy more smartphones than

‘dumb’ phones

27 billionWhatsApp messages are

sent every daypictures are

shared on social

media every day

758million In early

2014 nearly

3 billion

people

were online

20%

6 billionhours of video are

watched on YouTube

every month

Facebook has almost

1.2 billionusers worldwide

25

Leverage sponsored ads

Reaching your target talent organically is becoming more difficult

31

32

In the last second

510 comments were posted

293,000 statuses were updated

136,000 photos were uploaded

33

Because the social landscape

is so busy now

98% of your posts on your

page will not be seen

You can’t just show up anymore.

You have to be strategic

34

Social media measurement has been more

sophisticated

Likes

Likes were

king

Liking your content

put more of it in

talent’s newsfeed

more often.Big Fan Pages

Get all talent on

your page

When social platforms allowed

companies to advertise,

employers bought likes and

fans in the hope of connecting

to them more often.

Engagement

“Likes don’t

matter anymore1”

Struggling with too much content

for users to consume, major

platforms put more emphasis on

comments, favorites and shares

as these activities require more

active investment by users.

Content + Reach

Content is king

As newsfeeds have become

incredibly busy, social platforms

have focused on sophisticated

algorithms that measure the time

spent reading each post. Great

content gets rewarded with more

reach

Beware of vanity metrics

36

Likes and shares from your

existing network are no longer

the most important measures of

success on social Sponsored ads drive awareness and

engagement with candidates who you

otherwise would not reach

35


Platform

mix

Leverage

promotion

Consistent

look & feel

37

Create a consistent look & feel – P&G best practice

37


Platform

mix

Leverage

promotion

Consistent

look & feelDifferentiation

39

As social media gets more crowded, the need to

differentiate becomes more important

38

Creative and authentic messaging is critical

39

43

So is putting a human touch to your employer brand

Over 120,240 pieces of content about “Attractive/ Exciting products & services”

were posted on Facebook globally last year

q1 q2 q3 q4 q1 q2 q3 q4 q1 q2 q3 q4 q1 q2 q3 q4 q1

10X higher engagement than the average post

100X higher engagement than the average post

1,000X higher engagement than the average post



The gap between great and good is

widening

This is a sobering chart.

What we’re looking at here is a comparison between the average continental

post engagement average for each quarter beginning in 2012 and the max

post engagement for each of those quarters. The purpose of this view of the

data is to show the relative ‘performance gap’ between the average employer

brand and the best post for that quarter. As all employer brands are made

equal using the post engagement calculation, this is a powerful look at the

data as it truly shows how all employer brands are performing from a content

and content alignment perspective. Engagement too illustrates the impact of

the produced content. Because ‘comments’ and ‘shares’ require more thought

and reputational investment from talent these are up-weighted - likes don’t

really matter any more, so employer brands with big historical fan bases and

lots of post likes aren’t that impactful anymore.

As you can expect, there is a considerable gap between the average and

best. This is not surprising as it’s possible these days to sponsor posts on

Facebook. But this is just the point; as you can see from the data, some of

these posts are 10,000x-100,000x more engaging than the average.

This is an amazing feat and cannot be achieved by spending alone. The best

posts are a mix of engaging content as well as paid investment. As you can

see from the ‘performance gap’ that this is actually widening. This means that

the employer brands who are getting max quarterly engagement are getting

better at it than the rest of the industry.

What this means

For employers who are just getting into social media, it’s going to be

increasingly difficult to compete. First mover advantage appears to be a

reality on a platform like Facebook. With the 300% growth in the number of

employer brands coming onto Facebook alone in 2013-2014 we can see that

the majority of them will not be able to compete with more invested employer

brands on organic activity alone. If you’re late to the party you will have to pay

to keep up with the employers who arrived first.

Regular content matters. As we have discussed in previous reports, the tone,

type and attributes that you focus your content on have a direct impact on

your post engagement. Creating all of your posts around a data-led strategy

and making them human and purposeful will not only ensure that you can

compete, but if you pair this with modest paid investment, you can make a

10x, 100x or 1000x impact on your engagement compared to other competing

employer brands.

Global Average Post Engagement | 84,757 Facebook Posts

Max Individual Post Engagement

Performance GAP

20152014201320122011

History

For 12 months, Universum has been managing and developing Exxon’s social presence on Facebook. Using Universum’s EBAgile technique, Exxon has developed a curated community of over 10,000 engineers in America that interact with their campaigns on a daily basis.

Agile campaign overview

To drive awareness, increase consideration, reduce hiring costs, and improve volume of applicants for wage testing sessions, ExxonMobil used Universum to create a Facebook campaign for several available jobs for their operations in Baton Rouge, Louisiana. ExxonMobil faced challenges filling seats for their wage testing and their goal was to reach a quota of 100 applicants for several positions including:

• Process Operator

• Instrument/Analyzer Technician

• Lab Tech

• Machinist

• Mechanical Crafts

• Electrician

• Warehouse Operator

plan design launch

measure

insights

adjust

little strateg

y

little strateg

y

A 5-day campaign run through the ExxonMobil Careers Facebook page. Universum’s expertise in Facebook marketing was used to target the most relevant audience. We drove engagement by maintaining responding to users questions to ignite interesting conversations.

5 days

The application volume was so high that the ATS system could not handle the volume of concurrent applications. Exxon had to accept walk-ins for these jobs.

Post Metrics Campaign Results Investment

ExxonMobil is now using Universum to handle all wage-testing promotion across Facebook and Twitter. They have also increased applications for wage testing by over 100% when partnering with Universum.

The journey continues..

There has been such positive momentum with ExxonMobil’s social program that employees are now becoming advocates…

Employees are activating themselves and sharing authentic employer brand

experiences!

Talent from competitors are interacting with Exxon!

History

For 12 months, Universum has been managing and developing Unilever’s social presence across six continents. This activity covered multiple platforms, countries, talent groups, on and off campus integrations and regular organic community management.

Agile campaign overview

In partnership with the Unilever NAME team led by Ajith Thomas, Universum and Unilever teams deployed a multi-country, multi-language and multi-platform (Facebook + Instagram) campaign to drive graduate applications for the NAME regions FLL program, called ‘The Quest’.

In the NAME region, Instagram is not only a popular social media destination, but is one of the fastest-growing platforms. Universum and Unilever built a specific organic and paid-media strategy to take advantage of this new access to talent.

plan design launch

measure

insights

adjust

little strateg

y

little strateg

y

Over a 60 day period, Universum teams created and deployed over five unique and updated micro campaigns across seven countries using Facebook and Instagram.

60 days

Some of the first Instagram paid media testing for

Unilever!

0

2,250

4,500

6,750

9,000

Soft Launch Marker 1 Marker 2 Marker 3 Marker 4 Final result

Th

e Q

ues

t R

egis

tra

tio

ns

8,472 applications

Universum partnership

3,803 applications

Previous agency partnership

Testing period to optimize creative, platform and content deployment

46% Growth

2,972 applications

92% Growth

290 Applications

564% Growth

2,270 Applications

124% Growth

1,073 Applications

114% Growth

641 Applications

150% Growth

1,114 Applications

143% Growth

112 Applications

plan design launch

measure

insights

adjust

little strateg

y

little strateg

y

Over the period of six weeks with four weeks in field with the campaign Universum created the strategy went on site to capture employee interviews and videos for publishing as micro stories on Linkedin

6 weeks

Campaign Results

Lamborghini named one of the top 50 most attractive employers in Italy on LinkedIn.

49

1. It is all about finding the right mix

2. Leverage sponsored ads across platforms to

maximize your reach and engagement

3. Maintain a consistent look and feel to your

messaging and visuals

4. Differentiate your brand and showcase what

makes your organization unique

Final recommendations

Universum optimized

Good luck Sarah! #NewPwCTeam! Graduate Program Day 1 starts today! Do you

know someone who would be perfect for PwC’s graduate program next year?

Share this post with them and comment. We want to connect!

#NewPwCTeam

Real example

In today’s media landscape, understanding who, what, and where is the difference between success and failure. It’s important to identify your challenge and also what is attractive, credible, unique and credible to the talent you want to interact with.

What is unique to Universum

Unlike most agencies, we were born a data and research company. As a result, we have a number of tools and techniques that supercharge our content production and publishing:

Hyper-targeting on social channels by adding talent preference data from our student and professional research

Agile Employer Branding Content process that produces highly measurable micromoments instead of standard big, expensive and risky creative ideas

A proprietary social media listening tool that gives talent’s actual perspective on your and your competitors social media content

Talent demands authentic content. Social media is about people and not brands. Our data suggests that storytelling through the voice of your employees will connect more deeply and more often to talent.

Authentic and leading techniques

As a result of our techniques, universum posts achieve 16X higher engagement than the global Facebook average

Publishing content for the purpose of being present isn't enough in today’s noisy social media channels. Employer brands need each post to have a purpose. We employ a number of campaign techniques and tools to make the most out of every post, update and tweet.

Better strategies

Every activation program we deliver starts with a comprehensive data-led strategy where we deeply focus on:

Where talent are going to consume content

Which employee actors are the best fit

What voice and tone will resonate best

Which attributes are key to deliver on KPIs

On what platforms and when (exactly) are posts going to perform best

Our principle drives our success: Data-led, human and purposeful

Webinar: Inside Social (April 2016)

Social Media

Transcript of Webinar: Inside Social (April 2016)