[Showcase];[US navy social media recruiment showcase]

Social Media for Entreprenuers

October 28, 2010Dave Linabury,

EVP, Group Director Social MediaCampbell-Ewald

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The Age of Exabytes

1 billion Gigabytes

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2002:Internet = 5 Exabytes

2008:5 Exabytes per month

2010:21 Exabytes per month

How big is the Internet?SOURCE: HP

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Social Media is not a fad

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52%

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1% of the Earth’s population plays

Farmville

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‣ 66% of businesses plan to increase expenditures for social media —MediaPost Online Media Daily

‣ 65% of journalists turn to social media sites such as Facebook and LinkedIn, and 52% use Twitter as an information source—Cision and George Washington University’s MBA for Strategic PR

‣ 80% of companies use LinkedIn as their primary means of !nding new employees—Socialnomics09

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Who Owns Social Media?

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‣ PR?

‣ Corporate Communications?

‣ Marketing?

‣ Developers?

‣ IT?

‣ Your Customers?

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It belongs to everyone. It has to.

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Case Studies: How is Social Media Being Used by Major

Corporations?

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Tahoe Apprentice

‣ Tahoe Apprentice was a contest designed to promote the launch of the Chevy Tahoe

‣ Contest ran four weeks and generated 250,000 entries

‣ Heavy news coverage and ultimately led to one of Chevy’s most successful launches in history

‣ Criticized (initially) for negative ads

‣ Now praised as the textbook case of how to do consumer-generated media right

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An Intractable Problem

that Prevents Recruiting Every Year

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Moms.

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Mothers have a biological instinct to protect their children

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From the Navy, apparently.

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Moms don’t want to talk to recruiters.

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Our Proposal to the Navy:

‣ We’ll build an online community for Moms

‣ Moms can talk to moms who already have kids in the Navy

‣ Open-source software to save money

‣ All word of mouth to join

‣ No Naval interference

‣ Short of hate speech, no censorship

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The Navy said…

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“That just sounds risky as Hell. Sir.”

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Naval requirements to Campbell-Ewald

‣ This will be a six month test

‣ No results? We pull the plug

‣ If the results are good, re!ne and continue

‣ You get to start the community in the worst recruiting area in the country: Boston, Massachusetts

‣ If you get results there, we’ll consider going national

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Our Solution

‣ Ning platform ($50/month)

‣ Creative: A masthead design or three

‣ Minimal engineering time (CSS and a widget or two)

‣ Invite in"uential moms to populate during the soft launch

‣ Pray

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Secret Sauce

‣ Googled Navy blogger Moms

‣ Got 40,000 results

‣ Invited 71 moms that had large followings to start the community; 67 agreed

‣ The moms added content for 2 weeks while construction ensued

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To say it took off would be a bit of an

understatement

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40,000+

Members

120,000+

Photos

850+

Videos

1,350+

Groups

16,000+

Topics150+ Events

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Allison McCann

Vickie Hill

Stephanie Henderson

Amber B

Char

Amber

Angela Jefferson

B. Smith

Ann

Brandon's Mom

Bridget Ralston

Candy Girl

Sherry Johnson

Carol Hughes

Cathy Finch

Chasati Martin

Chris

Angee

Bill

Bruce Pennino

Heather

Jamie

Katey

Larisa Elliot

Lila

Nicole

Robin

Denise

Chris Johston's Mom

Debbie

Diana Morris

Diane

Helen Martin

Mary Ellen

John's Mom

Elaine

Joyce Slabaugh

Sharon Simmons

Julie

Karen

Angie

Barb

Carolyn Love

Fred

Karen Davidson

Karen80

Kimberly

LisaB

Mari

MichelleB

Regina

Ronda

StevesMom

Terry

Tina

Viviane

Navy News

Patty Cole

Kathy

Kim Mills

Laurie Owens

Leann Castor

Lucie DunnMaria Figueroa

Marie

MassMom

Mary Pat

MaryAnn

Melanie

Melissa

Pat Gibson

Peggy

Rita

Sha'

Sheila

Shelly

Shirley Foland

Stephanie

Sue

Susan J

SyracuseConnie

Terry Whitney

Theresa

Tricia T

Victoria

Paul Libbey

Trish Vosburgh

Stacey Melanson

Angela MacLeod

Jay Anderson

Roxann

Joyce Tuscan Mom

Christine

Anita

Kay

HOW TO READ THIS MAP:Social networks consist of two elements: nodes and edges.

Nodes represent the people communi-cating with each other. On this map, they are represented by colored circles.

Edges represent the connections be-tween the nodes. In other words, who spoke to whom. Nodes with many edges (connections) show that person clearly reached out to lots of people and thus had a lot of activity and en-gagement; an important measure in social media.

KARENGALLAGHERSuper Influencer

STEVE’SMOMPotential Momturned Influencer

VICKIE HILLPotential Mom,highly motivated

LAURIE OWENSNavy Mom, Influencer

This  chart  was    created  when  there  were  only  96  women  on  the  site.  If  we  tried  to  map  the  number  of  connec:ons  now,  the  slide  would  be  over  1/4  mile  square.

Es:mated  number  of  connec:ons  between  members  exceeds  1,600,000,000.

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Sociological Data

‣ A new mom joins the site every 21 minutes

‣ She will post 4.2 personal photos

‣ She will respond to 16 topics

‣ She will watch 11 videos

‣ She will invite four other moms

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She will change her mind about the Navy on her 8th day as a

N4M member

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Moms change their minds for the same reason every time…

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They want to be proud of their kids,

too.

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Results:

‣ We actually got recruits in Boston!

‣ Lowered the cost of recruiting in New England

‣ Changed the Navy’s recruiting script and methods forever

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What works?

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Know Your Audience

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Longform content, whitepapers, brochures

Print length, online articles

Blogs, email, landing pages

TV, radio scripts

Mobile, OLA, OLM length

Micro-content like Twitter, Facebook status, FriendFeed, social bookmarks

Calls to action for buttons, links

Content Strategy

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FACEBOOK

MAHALO

WIKIPEDIA

FLICKR

COMMUNITY

YOUTUBE

NAVY.COM

SLIDESHARE

Develop an Ecosystem

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What doesn’t work?

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It’s not about numbers; it’s about engagement and

relationships

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ROI is crucialIOR is even better

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What’s the investment of posting to Twitter?

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What’s the investment of

playing golf with a client?

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Or attending a party on behalf of the

company?

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All are crucial.None have

measurable ROI.

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Three Requirements for Social Media

‣ Time

‣ Bodies

‣ A champion

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Where’s the money?

‣ No one has a new pot of money to use for social media

‣ 10% of media budgets are now for social media in Fortune 500 companies

‣ Start by replacing your weakest media with social media for six months.

‣ See if you (or your customers) miss it.

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What can I do for my business?

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Radian6 Interface

Tagcloud

Source Count by

Engagement

Trends by Media

Type

Topic Trends by Sentiment

River of News (Live

stream of tweets, blogs, comments, replies, ratings,

etc.)

Workflow

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Types of Analytics

‣ Share of Talk

‣ Share of Voice

‣ Engagement

‣ Participation

‣ Time Spent with Brand

‣ Sentiment

‣ In"uencers

‣ Detractors

‣ Brand Reach

‣ Conversational Gaps

‣ Trends

‣ Topics

‣ Velocity and Virality

‣ Bounce Rate

‣ Conversion

‣ Loyalty

‣ Tone

‣ ROI

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Gender Analysis

‣ Ambiguous screen names

‣ Fraudulent behavior

‣ Underage member

‣ Dual identities

‣ Assumed identity of parent/spouse

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Align your efforts with your current business strategy.1

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Ensure your entire company is on LinkedIn.

Consistently.

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The Age of Free. What can you give away?3

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Don’t try to be everywhere. It’s impossible.4

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Stop viewing this as a tool or channel. It’s a relationship.

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Less of this.

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More of this.

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Reputable Sources

‣ Mashable (mashable.com)

‣ ReadWriteWeb (readwriteweb.com)

‣ Chris Brogan (chrisbrogan.com)

‣ Copy Blogger (copyblogger.com)

‣ Social Media Explorer (socialmediaexplorer.com)

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Thanks, EO!

Dave Linabury@Davezilla

Davezilla.comDavezilla@gmail.com

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• Neal Boudette - Choose a medium, drive traf!c to your content, delegate

• Ken Cauley - manage distributed network of bloggers (GURU)

• Hubert Sawyers - integrate with your brand, de!ne & connect to your audience

• Marisa Smith - Integrate web, Twitter, Blog, Facebook, LinkedIn

• Charlie Wollborg - NEWBIES! Create the content to attract an audience

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