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High-Impact Social Branding—Demystified! Margaret Resce Milkint Managing Partner SOA Valuation Actuary Symposium August 23, 2012
Agenda
Welcome to social media 2012
Best practices
Generational hot buttons
Real-world applications
Welcome to Social Media 2012
Polling Question
How would you rate yourself on the social media spectrum?
Guru “I know my stuff!”
Savvy “I’m pretty confident.”
Novice “I’m on some sites, but my mission is not clear.”
Skeptical “I’ve looked into it, but I’m afraid to jump in.”
Nonexistent “I don’t know a tweet from a status update.”
Roundtable Discussion
What are some of the barriers of social media?/What scares you?
How can we make time in our busy schedules for social media?
Best Practices
Manage Your Digital Footprint
Google yourself!
Control the message that is conjured up when someone thinks of you.
Increase your presence and visibility.
Distinguish yourself from others.
You are the CEO of YOU!
Polling Question
Have you Googled yourself in the past six months?
Yes
No
It’s About Relationships!
New marketing is about the
relationships, not the medium.
-Ben Grossman, marketing and advertising strategist
Remember that new social media platforms crop up all the time—it is not about which platform is better than the other, it is about cultivating relationships. Stick to the platforms that most effectively enable you to engage your target audience. Are we experiencing “social fatigue?”
“
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The Medium
Let’s take a look at which venues Fortune 500 companies use:
Facebook: 74 percent
LinkedIn: 73 percent
Twitter: 64 percent
YouTube: 45 percent
Blogging: 37 percent
Online video: 24 percent
Bulletin boards: 15 percent
Foursquare: 11 percent
A search for the word “actuary” on LinkedIn returns
31,910 results!
Be Seen on LinkedIn:
Complete your profile. LinkedIn offers a side bar with profile completeness tips.
Post status updates and interact with others by commenting and “liking” updates.
Give and ask for recommendations.
Promote your profile; LinkedIn provides html codes and buttons to link to your profile.
Select a professional, up-to-date photo.
Get your message out in 140 characters or less:
Tweet often; the afternoon is when users are most active.
Mention people (@twittername), retweet people, utilize direct messaging. Keep the conversation alive!
Share unique content. Tweet interesting, newsworthy and timely links.
Use hashtags (#keyword) to categorize tweets and make them more searchable.
Branding
From the digital world to the real world—personal branding principles stand firm:
Do you have an elevator speech? It will come in handy on your social networking sites.
Be your own publicist! Make others aware of your character, strengths and personality.
Understand that networking is not about what someone can do for you; it is about what you can do for someone else.
Follow up is key!
Generational Hot Buttons
Polling Question
What percentage of people age 50-64 do you think are using social media?
15%
25%
50%
75%
Who is Using Social Media?
86 percent of people age 18-29
72 percent of people age 30-49
50 percent of people age 50-64
39 percent of people age 65+
Source: Pew Research Center
Breakdown of U.S. LinkedIn Users
18-24
25-34
35-54
54+
LinkedIn has a strong representation from each age group.
Source: LinkedIn
Communication Styles
Traditionalists: Born before 1946.They respect authority and, in return, expect respect for a job well done. They are hard workers.
Baby Boomers: Born between 1946 and 1964. Boomers respect authority and often hold management positions. They bring more new ideas to the table than Traditionalists and expect to lead, not follow.
Gen Xers: Born between 1965 and 1976. They understand technology and want to use it. Gen Xers enjoy lots of career interests and follow alternative paths. They demand individuality and like multi-tasking.
Millennials or Gen Y: Born between 1977 and 1995. Boring or menial tasks are not for the millennial worker. They expect technology in every form and tend to seek out jobs where creativity is noticed and rewarded.
Source: Bureau of Labor Statistics
Real-World Applications
Practical Uses
Networking
Job searching
Brand building
Selling
Introducing
Recommending
Keeping in Touch
Polling Question
Has social networking led you to a personal gain, awarded you business or helped you get a job?
Yes
No
Not sure
Roundtable Discussion
Can you share a personal social networking success story?
How can social media make our lives easier or help us out with an everyday task?
Social Media = Opportunity
Once you can understand where the conversation is, who leads, the type of voices and the best place for you to add your voice, you can then start becoming
a more active participant.
– Mitch Joel, marketing and communications visionary, interactive expert
“
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Thank you! Margaret Resce Milkint
Managing Partner
The Jacobson Group
(800) 466-1578, ext. 410
mmilkint@jacobsononline.com
http://www.linkedin.com/pub/margaret-milkint/1/931/259
@jacobsongroup
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