Social Media and Career Development

Social Media for Career Development University of Edinburgh Business School Dr. Jim Hamill Alan Stevenson Vincent Hamill www.energise2-0.com 5th October, 2011

Social Media and Business Schools Social media is having a major impact on: Business School marketing/promotion/student recruitment Programme content – increasing demand for social media skills Programme delivery – enrich the student learning experience Programme assessment Career development Alumni relationships

SM Skills a Must for MBAs 85% of potential MBA students used social media to research their top choice of school 14% disappointed with School’s use of SM at the recruitment stage and 63% wanted more For current students, 55% stated that social media course options were either not available or were ‘not up to par’ with employer demands 99% stated that social media was ‘mission critical’ Leading Schools are beginning to offer social media programmes including Harvard, Stanford, Columbia and Stern

Today’s Agenda Session 1 Overview of Social Media The ‘Key Things to Remember’ Social Media in Action: Case Examples ‘Social Media Planning Pays’ Session 2 Social Media and Career Development – practical advice on how to use social media to develop your own career Need for new innovative approaches in a crowded graduate recruitment market ‘Be Social’!

Web 2.0/Social Media Web 2.0 Applications Open source Online Applications/ Web Services Social Network Sites Social Content – Social Bookmarking Blogs or Weblogs Wikis Podcasts/ Vodcasts Virtual Realities Mash Ups RSS Feeds Mobile Web; Internet Telephony Twitter Business Impact Mindset Business Intelligence Customer Insight and Understanding Customer Interaction Enhanced Customer Experience – Rich Internet Applications Reputation Management Sales and Marketing Product Development and R&D e.g. engage and co-create IT/Software/Applications Operations, Internal Processes and HRM Characteristics Communities and Networks Openness Sharing Peering Hosted Services – online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global

Key Things to Remember about Social Media

A conversation not a broadcast platform

Advertising – Customer Breakup

Key Things to Remember It’s social A key feature is online democracy – with content being provided by the network for the network – represents a fundamental and revolutionary change in online behaviour, expectations and the online customer experience. The end of the ‘read only’ internet Conversations are already taking place relevant to your company/organisation. Are you listening? Power shift Social media empowers customers, empowers the network. Recognizing this shift is the cornerstone of future success Declining effectiveness of traditional approaches Does anyone listen any more?

Do You Listen? Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)

What is Social Media? NOT a broadcast medium. Its about listening to and engaging with customers, partners, your community, your tribe This is something we are not very good at doing. We prefer telling people how good we are

Key Things to Remember Pull v push Consumers/users decide what information they wish to access New ‘mindsets’ are required Marketing as a conversation with your customers/network– dialogue not broadcasting But this is something that most of us are not very good at doing. We prefer ‘telling’ people SM ‘winners’ and ‘losers’ ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships

Key Things to Remember New performance measures Business success depends on the quality of your customer base; the strength of the relationship you have with quality customers; and your ability to leverage that relationship In a social media era, business success depends on the Quality of your network Relationship strength Ability to leverage Social media monitoring/performance management tools The need for new business/marketing models

Performance Measurement ,[object Object]

Interaction – actions they take – read, post, comment, reviews, recommendations

Intimacy – affection or aversion to the brand ; community sentiments, opinions expressed etc

Influence – advocacy, viral forwards, referrals and recommendations, social bookmarking

Impact– business impactSocial Media Monitoring Tools –Audit, Assess, Impact

Key Things to Remember The need for new business/marketing models Traditional approach: Product development – Differentiate – Market and Promote - Sell New model based on: Communities, networks, openness, peering, sharing, collaboration, customer empowerment, ‘think and act’ globally Engage and energise ‘Create the Buzz’

Potential Business Benefits of Social Media

Business Benefits Market Knowledge Customer Insight and Understanding Customer Interaction Enhanced Customer Experience Business Intelligence Reputation Management

Business Benefits Improved Sales and Marketing Identify and network with high value, high growth prospects Product Development and R&D e.g. engage and co-create Internal cost savings Improved Operations and Internal Processes Increased ROI

Potential Business Benefits 5 main areas: Market/Customer Knowledge & Insight Engagement & Reputation Management Enhanced Customer Experience and Loyalty Sales/Marketing Effectiveness, Efficiency and ROI Operations/ Internal Processes (open source and hosted apps)

Social Media in Action Quick Examples

In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick ‘personal experience’ Dubai Hotel

From the web site ,[object Object]

The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites.

Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest…,[object Object]

From Tripadvisor ,[object Object]

Being a Sofitel hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website.

Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel,[object Object]

Links to Social Media Channels

Go Global: Act Local - Twitter

High Engagement – 63% ‘Replies’

Go Global: Act Local - Facebook

The Blog – ‘Tells the Story’

‘Getting There’ Get More Involved Google Alerts, Twitter, Social Media Monitoring Tools Learn more Develop a strategy Implement Monitor

Be Customer Led Who are our customers, community, tribe? Where do they hang out in social media? How can we best engage with and energise them?

In Summary……..’Social Media Planning Pays’

Key Questions to Address Do you need to engage with Social Media? What progress has been made benchmarked against industry ‘best practice’, the potential of social media for your business and, more importantly, against the growing expectations of customers? What are the key objectives and targets to be achieved from social media? Are these fully aligned with and supportive of your overall business goals and objectives? Who are your customers? Where do you find them ‘hanging out’ on social media? How can you best engage with them?

Key Questions to Address What are the main Social Media Actions and Initiatives you need to take – short, medium and longer term? What generic social media strategy should you follow (number of channels used/ depth of engagement in each channel)? For each priority Social Media Channel, what are your core objectives for that channel; what KPIs will be used for measuring on-going channel performance; what are your targets for each KPI; what key tasks are needed to achieve these targets?

Key Questions to Address Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social! Is the right organisational and decision-making structure in place? Has agreement been reached on resource allocation? Who will be responsible for your social media activities? What balance has been agreed between internal and external roles and responsibilities? Who is the Social Media Champion? Do you have agreed Social Media Policies and Guidelines in place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects?

Bob Dylan Come gather 'round people Wherever you roam And don’t criticise What you can't understand Your sons and your daughters Are beyond your command Your old road is Rapidly agin‘ Then you better start swimmin’ Or you'll sink like a stone For the times they are a-changin’

Thank You Questions? www.energise2-0.com

Session 2 Social Media for Career Development

SM for Career Development Effective use of Social Media is becoming ‘mission critical’ to your career development: ,[object Object]

Brand differentiation – innovative use of SM will help you stand out from the crowd

A new approach to recruitment/career development based on relationships and networking

Improves the effectiveness and efficiency of your efforts through ‘attraction based’ marketing v. the traditional approach to applying for jobs,[object Object]

How Businesses Use Social Media for Recruitinghttp://mashable.com/2011/08/28/social-media-recruiting-infographic

A New Approach Built Around Your Online Brand Identity/Digital Footprint

Suggested Approach Use Social Media to: Search/listen/keep an ear to the ground Build your personal brand, differentiate, stand out from the crowd Identify, join, lurk, participate in relevant forums, groups etc Actively engage/network – build relationships Leverage ‘attraction’ based marketing Monitor performance and ‘buzz’

Monitoring the Conversations Use Social Media Monitoring Tools to monitor the online conversations relevant to your career development – also for measuring the ‘buzz’ about your personal brand (later) No or low cost tools such as Google Alerts, Yahoo Pipes, Social Mention, Topsy, IceRocket, Blogscope, Blogpulse and ViralHeat More expensive and sophisticated tools such as Radian6, Alterian SM2, Sysomos Heartbeat and InfegySocialRadar

Topsy Search – ‘MBA Jobs’

You can develop your own customised Social Media Monitoring System

Build your Personal Brand, Differentiate, Stand Out from the Crowd

Main Channels Personal blog for ‘telling your story’ Twitter for conversations Linkedin for professional networking Facebook for personal stuff (but be careful, very careful) Google + - the ‘new kid on the block’ Develop a Youtube Channel including your own video e.g. course presentation Your resume/CV as an Infographic

Identify, Join, Lurk, Participate in Relevant Groups and Forums

Actively Engage/Network/ Build Relationships

Follow Best Practice Add value Don’t SHOUT Talk WITH rather than AT Listen first Don’t be a show off Don’t get angry or respond in an aggressive way Be careful of your ‘digital footprint’ Don’t spam or over post Don’t underestimate the power of the network Hang out in the right places with the right people

Be Social ‘Be social before doing social’

Leverage ‘Attraction’ Based Marketing

Attraction Based Marketing Don’t rely on the traditional approach to finding a job Build a powerful personal brand and online network to attract job opportunities directly to your ‘inbox’ Become a content producer NOT a passive content consumer Highlight your expertise and passion No longer an option – recruiters now expect you to have a strong social media presence

Social Media and Career Development

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