2. Contents
FreshGrad’s Social Strategy
Current Social Media Landscape
Competitive Social Landscape
LinkedIn
Careerbuilder
Monster
Indeed
FreshGrad’s Social Media Plan
FreshGrad’s Social Media Plan - Details
Next Actions
Appendix
4. FreshGrad’s Social Strategy
What Social Media CAN Do:
• Build FreshGrad‟s online identity and create visibility around brand‟s
connection with relevant influencers.
• Create and maintain active social presences on core platforms.
• Be the number one pioneer within competitive set amongst core
demographic in the social space.
• Be engaging: provide content that generates sharing and dialogue with
fans.
Overall Executional Considerations
• Advance planning on editorial calendar: monthly basis across platform
(Appendix #4).
• Diversify the content across platform, integrating images, questions, re-
tweets, polls, press mentions to build engagement and increase dialogue
with key influencers.
What Social Media CANNOT Do:
• Tie concretely to specific ROI goals (e.g., # of resumes submissions,
# of email sign-ups). Social media is about brand perception and
engagement.
• Happen overnight.
6. Current Social Media Landscape: Overview
Social Media has become a global phenomenon which has redefined the
digital landscape and changed the way we communicate, act and live
our lives.
In 2011, Social Media¹ had a global reach of 82%, representing 1.2 Billion
online users around the world².
Online social behaviors have re-formulated the way we think – a journey
which started with email and instant messaging but now includes social
networking, micro-blogs, video-blogs, pin-boards, photo-sharing, bloggers,
v-loggers etc. (Appendix #1).
As the social wave continues to rise, new platforms and technologies are
emerging and users will be looking at each other to keep ahead of the
game.
¹ Social Media refers to global social networking sites and blogs
² It’s a Social World, comScore, December, 2011
7. Current Social Media Landscape: Snapshot
Facebook remains the largest global Social Networking player in terms of
audience size, being #1 in all markets with the exception of China, Japan,
Russia and S.Korea¹.
In October „11, Facebook reached more than half of the world‟s global
audience (55%) and accounted for approximately 3 in every 4 minutes
spent on social networking sites and 1 in every 7 minutes spent online
around the world².
Twitter reaches 1 in 10 internet users worldwide and has increased 50%
since 2010³.
New players are emerging, with Pinterest, increasing 512% over six months
(May „11 vs. Nov „11) (Appendix #3)
¹ Top social networking sites: China – Sina Weibo, Japan – Twitter, Russia – Vkontact, S.Korea – Naver
² It’s a Social World, comScore, December, 2011
³ How America Fell Behind, Thomas Friedman, December, 2011
9. LinkedIn: Social Presence*
SOCIAL PRESENCE SNAPSHOT
# followers # av. posts Content type
FACEBOOK 113,422 15–20/wk - Webinar updates
- Behind the scenes (co-founders, international offices)
- Links to relevant job/career content/articles on brand owned (their blog) or other
platforms
- Polls
- Nearly all posts end with question to fans (focus on engagement)
TWITTER 137,570 5-10 /day - Links overlap with FB content, focus on blog updates
- Feature updates
- Re-tweets
YOUTUBE 5,257 1/wk - Product demonstrations
- Interviews
- 3.3M video views
LINKEDIN 124,437 N/A - Career openings
- Recommendations (2.5K) of the company
- Products/Services
* Data as of 3.18.12
10. LinkedIn: Key Takeaways
Key Takeaways:
Facebook is key social platform for brand – as much as 20 posts in a
day.
Twitter platform not fully leveraged, cross-posting shortened versions of
Facebook content.
YouTube used as customer service platform with demonstrations on how
to make the most of their platform
11. Careerbuilder: Social Presence*
SOCIAL PRESENCE SNAPSHOT
# followers # av. posts Content type
FACEBOOK 156,132 10-15/wk - Links to relevant job/career content/articles on brand owned (their blog) or other
platforms
- Links often tied to relevant popular culture (e.g. St. Patrick‟s day, NCAA, SXSW)
TWITTER 66,829 20-30/day - Extremely conversational with followers
- Branded as Community Manager‟s voice (Justin @ Careerbuilder)
- Use of re-tweets, hashtags (#jobhunt)to extend dialogue and reach of conversations
YOUTUBE 1,223 1/month - Interviews with Career Experts and Employers
- CB “How to” demos (not CB specific, elements of getting the job)
- TV Commercial archive
- 6.7M video views
LINKEDIN 6,501 5-10/wk - Links to relevant job/career content/articles on brand owned (their blog) or other
platforms
- Job openings with Careerbuilder
INSTAGRAM N/A - Behind the scenes at their offices, and on the road
• Data as of 3.18.12
12. Careerbuilder: Key Takeaways
Key Takeaways:
Social media presence has voice of their Community Manager (Justin)
across all core platforms = very conversational, approachable and
knowledgeable tone
Content skews towards general tips for getting a job, seems directed
towards a younger audience, though strong fan engagement on
Facebook primarily looks like older (35 – 54) demographic that has
been out of work for a few years
YouTube employer interviews are a standout, exclusive behind-the-
scenes appeal for job seekers
13. Monster: Social Presence*
SOCIAL PRESENCE SNAPSHOT
# followers # av. posts Content type
FACEBOOK 23,887** 5-10/wk - Questions: polls
- Links to relevant job/career content/articles on brand owned or other platforms
- Multiple localized (e.g. Monster UK) and product (Monster Trak) pages
TWITTER 10,044** 2-3/day - Five Twitter handles (Careers, Works, Help, Hires, WW)
- Re-tweets
- Jobs ( may be paid postings)
LINKEDIN 14,610 3-4/week - Links to their blog posts
- Links to press mentions
YOUTUBE 639 2-3/month - Interviews
- “How to” demos, product features
- TV Commercial archive
- 2.8M video views
*Data as of 3/18/12
**Counts for main (facebook.com/monsterww and twitter.com/monsterww) account only
14. Monster: Key Takeaways
Key Takeaways:
Active Facebook presence covering wide variety of content topics
which is interesting, but impact is diminished.
Engagement is diluted because of multiple handles on core platforms,
each covering different content= fan attention is scattered as result.
Do not own “Monster” as handle on any core platform; finding Monster’s
official presence on these platforms is difficult as result.
15. Indeed: Social Presence*
SOCIAL PRESENCE SNAPSHOT
# followers # av. posts Content type
FACEBOOK 1,815 1-5/week - Behind the scenes (co-founders, international offices)
- Links to relevant job/career content/articles on brand owned (their blog) or other
platforms
- Announcement platform for new feature sets
TWITTER 25,361 5-10/week - Job openings at Indeed
- Cross-pollination of Facebook content
LINKEDIN 2,175 1-2/week - Links to their blog posts
YOUTUBE 122 1-3 /year - Interviews
- “How to” demos, product features
Data as of 3/18/12
16. Indeed: Key Takeaways
Key Takeaways:
Lackluster social media presence amongst competitive set, missing out
on opportunity (and what has become industry standard) to engage
their users around their brand story on core platforms.
Indeed’s strong Twitter fan base is not aligned with brand’s current
minimal content efforts. 25K+ followers on Twitter may be result of boost
that many brands received in the early days when Twitter introduced
their recommendation engine.
17. Competitors – Key Takeaways & Learnings
Overall insights and key takeaways:
Cross-platform call-out on all pages (i.e. noting links to brand’s
Facebook, Twitter, YouTube etc. on each social platform) = fans will
know where to find you on different platforms.
Content mix: Diverse (links, polls, and questions) , rich (behind-the-
scenes, exclusive interviews) content together with re-tweets to vary
content.
Live Twitter/Facebook events as another form of engagement.
Personality/voice with content delivery leads to higher level of
engagement.
None of brands within competitor set allow for user-generated
content (UGC) on their video platforms = potential opportunity for
FreshGrad content differentiation.
21. Role of Core Channels
• Awareness • Engagement • Awareness • Awareness
• Engagement • Build relationships • Engagement • Credibility
• Re-engagement with key • Builds education
• Answering student influencers • Distributing video
inquiries • Dialogue with fans, content
sharing content
and imagery
22. Channel Framework: Facebook
• Drive awareness & activation
• Develop community for long-term engagement.
OBJECTIVES • Leverage the community to drive online conversations around
Fresh Grad and create advocates.
• Content strategy: Write posts that increase engagement and
interaction, i.e. behind the scenes, questions.
• Timing: Post at either 3pm or 11am EST- peak rates in FB
conversations¹
• Minimize copy to <90 characters for bite-sized, digestible
content.
TACTICS
• Ads: highly effective way to reach and convert Friends of
fans.
• CRM: create Fresh Grad ambassadors: evangelists who (1)
encourage their network to join the fan page, and (2)
voluntarily respond to other‟s posts.
• Engagement: tracking sign-ups by school, incentivizing
students, and inciting competition across schools.
¹http://mashable.com/2010/10/28/facebook-activity-study
23. Channel Framework: Twitter
• Enables real-time updates on the company.
• Enables Fresh Grad to interact with key influencers by
OBJECTIVES sharing product updates, press mentions and industry
insights.
• Monitor conversations on Twitter about jobs and related
topics, and respond to key questions (like Wholefoods and
Starbucks do).
TACTICS • Live Twitter event with key influencers that have strong
Twitter followings (2000+ followers)
• Exclusive content, i.e. teaser shots to new features
• Include Twitter tab on Facebook
24. Channel Framework: LinkedIn
• Establish Brand Credibility: See who is behind FreshGrad,
OBJECTIVES provide links to press mentions, links to strongest brand
content, without focus on engagement
• Update channel with all press mentions for FreshGrad,
TACTICS focus on high quality brand content to link to
25. Opportunities for Later Growth and Expansion
Google+
Exponential growth since launch, outpacing any other social network
site with a current reach of 65MM global visitors¹.
Higher growth acceleration on Google+ than any other platform²
Advantages for FreshGrad: integration to Google search, Google +1,
Circles, Google Apps/Tools, YouTube, Google Maps.
Need to address content strategy at later stage.
Instagram
One of the fastest-growing apps with 27MM users and 150MM photos³.
Benefits: increase sense of community amongst users, more about
being personable and sharing “behind FreshGrad” imagery
Need to address content strategy at later stage.
¹ Custom Analytics, comScore, July 2011
² It’s a Social World, comScore, December 2011
³ www.socialmediatoday.com December 9th, 2011
26. Opportunities for Growth and Expansion (continued)
Pinterest
Social image-bookmarking site also seeing high traction in traffic and
received 11MM visitors in December, a 4,000% increase since June
2011, where the site saw 275k visitors.
Alternative to search for user discovery.
Currently, limited competitive presence, traffic to FreshGrad from
Pinterest, new platform to pioneer amongst competitive set.
Need to address content strategy at later stage.
28. Next Actions
Agree on social media strategy
Discuss proposed tactics for each platform
Agree on editorial process (see Appendix #4)
Discuss and agree on later stage platforms
Implications
Resources (cost & bandwidth)
Process
Content & Management Strategy
30. Appendix #1: Shift in Social Media Habits
Source: Media Matrix Worldwide, comScore, October 2011 vs. July 2010
31. Appendix #2: Growth in Social Media Sites
Source: Media Matrix Worldwide, comScore, October 2011 vs. October 2010
32. Appendix #3: Highest Engagement Rates
Source: Media Matrix Worldwide, comScore, October 2011 vs. July 2010
33. Appendix #4: Editorial Calendar
1.Thematic Calendar 2.Monthly Calendar
MONTH THEME CHANNEL EDITORIAL CONTENT FOCUS
Facebook
March /Twitter:
YouTube:
Facebook
April /Twitter:
YouTube:
Facebook
May /Twitter:
YouTube:
Facebook
June /Twitter:
YouTube:
Facebook
July /Twitter:
YouTube:
Facebook
August /Twitter:
YouTube:
Twitter and Facebook Content Communication Monthly
Calendar DATE XXXX
3.Copy Calendar
DATE OF POST MEDIA CATEGORY URL COPY
(FB or
Twitter)
.
34. Appendix #5: Growth of Social Networking Leaders
Source: Custom Analytics, comScore, July 2011