What the F**K is Social Media?

November 13th, 2009

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”

What the F**K is Social Media: One Year Later
View more documents from Marta Kagan.

Tags: ,
Posted in Tips & Hints | Comments Off

How not to do social media

November 10th, 2009

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:

  1. What do you hope to achieve?
  2. Are you fishing or friending?
  3. Are you looking for social advertising?
  4. Are you looking for a long term relationship or a short buzz of activity?

Finally here is a great video from Laurel to sum it all up in 3 mins 50 seconds.

Tags: , , , , ,
Posted in Tips & Hints | Comments Off

Understand the 90-9-1 Rule

October 25th, 2009

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.

  • Make it easier to contribute.
  • Make participation a side effect.
  • Edit, don’t create.
  • Reward — but don’t over-reward — participants.
  • Promote quality contributors.

In recruitment terms:

  • How can you make it easier for candidates and clients to interact with your organisation?
  • Can you make viewing a job or watching a video generate a participation side effect?
  • Can candidates help edit and update content on your site?
  • Can you reward passive candidates who you are building a long term strategic relationship with?
  • Can you create private areas for your strategic sourcing activities?

Tags: , ,
Posted in Tips & Hints | Comments Off

Use social media for a deeper insight

October 14th, 2009

Earlier this week an email from Recruiter Daily interviewed Luke Carolan from Aspire Solutions International about why you need to spend more time on developing the details in your job ads. He recommends the following best practices:

  • Clients do check advertisements. Does your ad represent the client correctly and attract the candidates it is seeking?
  • What kind of ad response do you want? Are you looking for a targeted response with specific candidates or a broad response for maximum resumes?
  • How easily can your ad be found? “Keep in mind many candidates will be using a key word search. This means it’s a good idea to have the title of the position mentioned three times within the body of the ad. When listing the ad be specific, especially on things like location. A ‘Sydney CBD’ opportunity will be found in a ‘Sydney’ search however a ‘Sydney’ opportunity will not be found in a ‘Sydney CBD’ search.”
  • Your job ad should specify, as a minimum:
    • location;
    • money;
    • required experience/qualifications;
    • description of the position and your client;
    • why the opportunity is available;
    • what’s special about the opportunity and client;
    • duties of the position;
    • how long the opportunity will stay available;
    • your contact details; and
    • how to apply.

Cramming all of this into a traditional job ad might not be that easy.

However if you use social media effectively (or just have a high performing career’s website) you can supplement this information with additional insights, audio, images and video.

Tags: , , , ,
Posted in Industry News | Comments Off

Will social media make recruiters irrelevant?

October 9th, 2009

If you only read the information coming from the US one could be forgiven at believing that without social media a recruiter will be out of business.

Well that is just not the case.

While yes the advent of social media requires recruiters to adopt new skills for establishing relationships with candidates. It is not that difficult. To quote our keynote speaker Mark Pesce:

Applying your skills to Facebook or Twitter is no more complicated than learning to use a telephone – the same rules apply, just through a different medium.

“There’s a perception in recruiting that social media tools are daunting and difficult to incorporate into traditional strategies, when really they are similar to what recruiters have been doing all along. There is no chasm to leap across, just a different set of rules to play by.

Nor is a single strategy the right approach for every organisation. Kell Magowan from Six Figures Blog put it very well in a post last week:

Remember, one size does not fit all for an increasingly customised world.

Is your organization participating? Are the lines of communication two-way or are you still dictating to job seekers? How are you finding out how job seekers want to engage with you?

Tags: , ,
Posted in Industry News | Comments Off

Welcome to the blog

October 7th, 2009

What would an event on social media be like without a blog? Well it would not be about social media!

So welcome to the official blog for the ATC Social Media event.

Tags: , , ,
Posted in Announcements | Comments Off

 

You need to log in to vote

The blog owner requires users to be logged in to be able to vote for this post.

Alternatively, if you do not have an account yet you can create one here.

Powered by Vote It Up