Need a little help understanding this social media thing before you attend the event? Have a quick flick through this slide pack called “What the F**K is Social Media”
Tags: slideshare, social media
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Laurel Papworth provides some very good insight into how not to execute a social media campaign. With Jeremiah Owyang providing a nice comparison with what Ford has been doing.
While focused on traditional marketing there are some clear messages for recruiters moving into social media. Firstly from Laurel:
Engagement, like all good relationships, often build slowly over time. The opposite of the short head of traditional marketing where there’s lots of activity for 4-6 weeks, quick return, then drops off/dies off quickly: social media is in the long tail, with lots of listening and discussion at the beginning and a quick seed into the community later, in the long tail. Six week stunts can only damage long term engagement campaigns. Or put it this way: social media becomes social advertising, a completely different kind of relationship.
Now Jeremiah shows us a great breakdown is your approach list a shotgun or a laser?
| Shotgun | Laser | |
|---|---|---|
| Description | Hiring multiple agencies to conduct social campaigns | Building a deeper relationship with a core group of influencers |
| Similar to | Interactive Advertising, “Fishing” | Influencer Relations, ‘Friending” |
| Benefits | Efficient way to get started, identify hot spots to pursue. | Deeper relationships with core influencers who may spread word of mouth, and become brand evangelists. |
| Risks | Brand burnout on community, risk of appearing disingenuous | Spending more resources on a smaller few reduces chances of spread. |
| Costs | Inexpensive. In this case, it was 15k X 8 agenices, for a total of 120k. | Costly. Relationship marketing estimated 50-100k in agency costs. Loaning 100 economy cars at 15k each around 1.5 million. |
| Takeaway | Ideal for the company that doesn’t understand social marketing and is willing to test on their own customers. | Ideal for company that’s ready to invest time, people and money on relationships. |
So our questions to you are when you enter social media:
Finally here is a great video from Laurel to sum it all up in 3 mins 50 seconds.
Tags: engagement, Ford, Jeremiah Owyang, Laurel Papworth, social media, Toyota
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When moving into social media there are lots of things to learn and take into account. One of the critical lessons to learn is that not everyone will participate.
Research company Forrester shows us that 88% of Australian Online Adults use social technologies at least once a month. However 64% are spectators, that is they are there just to watch.
This research aligns with Jakob Nielsen’s 90-9-1 Rule of Participation when designing social systems.
User participation often more or less follows a 90-9-1 rule:
- 90% of users are lurkers (i.e., read or observe, but don’t contribute).
- 9% of users contribute from time to time, but other priorities dominate their time.
- 1% of users participate a lot and account for most contributions: it can seem as if they don’t have lives because they often post just minutes after whatever event they’re commenting on occurs.
While these figures might make new entrants into social media doubt the value Nielsen provides us with some great tips to encourage more participation in your social media endeavours.
In recruitment terms:
Tags: Forrester, Jakob Nielsen, social media
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