Learn how to build a successful social marketing campaign and how you can use social media to land a job.

1. How to Hook a Job
in Social Media
April 2013
@deirdrewalsh
This presentation was delivered to The University of Texas Public Relations Program.

7. This is Me

8. Use social at work?
Found a job via social media?
Currently create social content?
Are interested in going into social after
graduation?

9. Agenda
• Social Landscape
• Tips for Social Media Success
• Roles Social can Play in a Crisis
• How to Get a Job in Social Media
• How to Use Social Media to Get a Job
9

10. The Social Landscape

11. Technology-
enabled
connections

12. game-changing technologies.
70s: Mainframe Computing
Flickr: scriptingnews

13. game-changing technologies.
80s: Personal Computer
Flickr: myoldpostcards

14. game-changing technologies.
90s: Internet
Flickr: Steve Rhode

15. game-changing technologies.
NOW: Social

16. 1.3 million tweets
in 6 days

17. $100 billion market cap.

23. 28 hours a week are
wasted by knowledge
workers writing
emails, searching for
info, trying to
collaborate.

27. 10 Tips for Social Success

29. Facebook: Jive Focused Content Exceeds Expectations
• Jive Promotional content dominated brand activity (48%) and corresponding engagement
was staggering (60%) suggesting followers are responding positively to Jive-centric
content over simply Industry content
• Posts with calls-to-action hit high engagement marks for the quarter
• 3 out of the top 5 highest performing posts included a call-to-action
BRAND ACTIVITY BY TOPIC ENGAGEMENT BY TOPIC
Office Hero Office Hero
1% Follower 0% Follower
Engagemen Engageme
t nt
Customers 3% 0%
Customers
11% 12%
Jive Promo Industry
48% Jive Promo 28%
Industry 60%
37%

30. Twitter: Followers Want Industry Expertise
• Industry related content received nearly 2X its fair share of engagement
• Customer content received slightly more than its fair share of engagement suggesting that
Jive customers/external networks are responding positively to such content
• Engagement for Follower Engagement increased by 5% over Q4 2012
BRAND ACTIVITY BY TOPIC ENGAGEMENT BY TOPIC
Office hero
0%
Office
Customer hero Customer
10% 7% Follower 12%
Engageme
nt
10%
Follower Jive Promo
Engageme Jive Promo 38%
nt 33%
25%
Industry
40%
Industry
25%

31. 4. Social DNA
Employees Mgmt.
everyone is impacted by social
virtual social media team with
contacts in key departments Support Agency
employee social media guidelines
Spredfast Sales
social media trainings
empowered and rewarded R&D Marketing
participation
Public
Relations Corp.
31 © Jive confidential

32. 5. Create a content plan
32

33. Live Tweeting from Events
Various Types of Content
Content Creation & Syndication
Encourage Conversation
Call to Action: Try Jive
33 © Jive confidential

34. Social is no long “free”
LinkedIn Ad – Traditional Right Rail
Wish you could duplicate yourself?
Jive's social business solutions help companies
increase employee productivity by 15% .
Facebook Ad – Promoted Post
34

35. 6. Humanize the Brand
35

37. 7. Don’t Just Make Noise. Tell Stories.
37

38. 8. Listen. REALLY Listen.
The social web provides insight into what is being said about your
company, products, markets, and the competition. Social media management
is more than just mass media. It’s about building valuable relationships.
38

39. 3.3 billion mentions
of brands per day
http://www.flickr.com/photos/sterlic/

40. Two most commonly used words:
THANKS
SORRY

41. And it’s the law
Check out www.socialmedia.org/disclosure/
http://www.flickr.com/photos/ajmexico

42. 9. Have Fun – Play Games, Bridge Worlds
42

43. March Madness Meme Contest
for our customers

48. Connect Online
And Offline
EX: This is me, showing
Tweets on 7-story
NASDAQ building during
Our IPO

49. 10. Report on Your Results!
Goals Metrics
Demand Gen • New Names
• Engaged
• Opportunities
Awareness • Impressions (confirmed and
potential)
Loyalty & Engagement • Fans, Followers, Members
• Engagements
• Satisfaction, Buying Behavior
Global Expansion • User Groups with 20+ members
49

50. Role of Social in a Crisis

51. 5 Roles Social Can Play in a Crisis
• Source
• Catalyst
• Employee Communications Channel
• Customer Communications Channel
• Resource
51 © Jive confidential

52. Source

54. Catalyst

55. Employee Channel

56. Customer Channel

57. Resource
“Our [community] going offline is like our entire call center
being down – it’s the worst thing that could happen.”
Joe Hines, Knowledge Management Program Manager
Business Initiative
Understand trends, provide staff with timely/relevant information

58. Social Media
Job Hunting

59. HOW TO GET A JOB IN SOCIAL MEDIA

60. Understand the Job.
Just because you <3 Facebook, doesn’t mean you “get” social media
marketing.
• Social Media and Community Managers…
– Writer
– Presenter
– Cheerleader
– Therapist
– Game Maker
– Trainer
– Researcher
– Strategist
– Governor
– Analyst
– …………..
60

61. HOW TO USE SOCIAL MEDIA TO GET A
JOB

62. Think Before You Post
62

63. Add Value Online, Develop Your Rep
Write about
what you know
and love
63 © Jive confidential

64. LinkedIn: Create a Marketing Brochure of YOU
• Photo: smile, look professional, easy to see your face.
• Headline: Job | Value | Experience
• Location: put where you WANT a job
• Create a unique URL (www.linkedin.com/in/yourname)
64

65. LinkedIn: Create a Marketing Brochure of YOU
• Summary:
– Passion, work philosophy, call to action
– Write in first person
– Include bulleted specialty list
• Job Listings – describe what you did, not what company does
• Get recommendations and skills endorsements
– Teachers, peers, coworkers, supervisors
– Recommend them and customize request
65

66. Build Your Network (Online and Offline).
Follow-up with People You’ve Met IRL
66 © Jive confidential

67. Build Your Network (Online and Offline).
67
Ask for Introductions