Strategies for Social Media as an HR Business Tool

42 Rules for 24-Hour Success on LinkedIn

by Chris Muccioby Chris Muccio

www.LinkToProsper.com

Sept. 9, 2009


Welcome!Thank You for Your

Interest!

We trust that you will find many rules in our book that benefit your LinkedIn experience. benefit your LinkedIn experience.

Social Media is a lot like Fishing. So let’s begin with a question,

“Is Your Hook in the Water?”


About Uswww.LinkToProsper.com


About Tonight’s Presentation…

Basic UserIntermediate Advanced

Large

Companies

Basic User

“LinkedIn

101”

Intermediate

User

“Active

Participant”

Advanced

User

“Thought

Leader”

Individual

Small

Business


What is Social Media?What is Social Media?


This is Social Media


But this is the Secret Sauce…

• Social Media is literally, a Conversation (on

exponential scale)

• Conversations lead to Relationships• Conversations lead to Relationships

• Relationships are the most effective way to

lead to new opportunities


The “Business Challenge”…

In business today, Social Media

is under-utilized, in large part

due to lack of time and a clear due to lack of time and a clear

sense of what can be done

cost-effectively, and how.


Many of us start like this…

How does this

benefit us???


Social Media Marketing

Adoption Curve Activity

44

77

Y The Adoption Curve

1. Receive random invitations.

Not sure what it is all about

2. Influenced by friends,

colleagues and media to “get

on board”

3. Dazzled by buzzwords

4. Engage feverishly to add

Time

Initial AwarenessInflated

Expectations

Disillusionment

Valley

Enlightened

Awakening

Implementation of

Productivity

11

22

33

55

66

77

X

4. Engage feverishly to add

contacts

5. Step back and realize no

strategic direction set, no

goals reached, time wasted.

6. Education about the strategic

uses

7. Implement a disciplined,

strategic, goal oriented

approach to social marketing

for the brand


Let’s Talk About

Social Media SuccessSocial Media Success


It Starts with Strategy

1. Start with the Operations – champion the project, determine goals, prioritize & pull

together resources, create the “plan”

2. Simple Perspectives – communication, share information, keep it valuable, maintain.

3. Properly Branded

4. Educate

5. Tactically Integrate 5. Tactically Integrate

6. Measure – Tactics, ROI , IOR


Let’s Start Strategizing

There are MANY, but let’s start with these

o Reputation management,

Branding, o Branding,

o Recruiting,

o Employee relations & communications


Strategy #1 -Reputation ManagementReputation Management


“United Breaks Guitars”July 2009

• produced by a country

singer who had a terrible

experience on United

Airlines

Almost 5 million people had viewed Almost 5 million people had viewed

this music video on YouTube.

The bottom-line…

5 million people invested more than

22 million total minutes watching

a negative message about United

Airlines.

That is the same as 44 million 30 second commercials. That is some serious negative PR!

• This negative video on United Airlines will ultimately cost the company hundreds of times what it

would have cost to simply solve this customer's problem


BoA & Twitter - Two Perspectives


Action Plan

• Strategy – Reputation Management

• Tactical Plan

– Register Company Presences

– Monitor the Main Social Networks– Monitor the Main Social Networks

• Twitter

• LinkedIn

• Facebook

• YouTube

• Check Technorati (Bloggers)

– Set Up Google Alerts


Strategy #2 - BrandingStrategy #2 - Branding


You Are Your Brand

--R

ule

# 1

8 Fill these in

• My Company is known for ______________

• Three adjectives to describe our USP_________ _________ _________

42

Ru

les

-- _________ _________ _________

• Using the above, in 10 words or less, describe your expertise (for example – Offering 300 cost saving solutions to the data constrained executive)

______________________________________________

______________________________________________


How to Brand on LinkedIn?


How to Brand on Twitter?

55


--R

ule

# 1

7

Professional Description

3 Second Bumper StickerImmediate Branding / Virtually

Omnipresent

John Doe – 20 year expert facilitating $100,000,000 in High Tech Mergers

orBob Doe – Owner, Doe & Associates

42

Ru

les

--


Action Plan

• Strategy – Branding / Brand Building

• Tactical Plan

– Clearly articulate your Brand– Clearly articulate your Brand

– Choose the site you to participate in

• Remember strategy comes first

• Set up effective presences

• Integrate them!!

– Actively participate


Strategy #3 -Recruiting


Who is on LinkedIn?

AgeAgeAgeAge

55-64

11%

65+65+65+65+

2%2%2%2%

25-34

25%

18-2418-2418-2418-24

4%4%4%4%

45-54

Household IncomeHousehold IncomeHousehold IncomeHousehold Income

$150K+

26%$100K-$150K

28%

LinkedIn Members are Educated & Affluent

� Average Age 41

� 71 % over 35

� Household Income $109,703

� 54 % over $100,00045-54

24%

35-44

34%

<$75K

28%

$75-$100K

18%

� 54 % over $100,000

� Male 64%

� 95% Are College Educated

� 37% Are Post-Grads

� C-Level Executives 7.8%

� EVP/SVP 6.5%

� 50% are Business Decision Makers

Source: @plan Summer 2008

A More Affluent, More Influential and Harder-To-Find Audience


The LinkedIn Outlook Toolbar

Qu

ick

To

ol

Qu

ick

To

ol


A Twitter Example of a Job Seeker

If you can find Jon Kolbe a job, you'll win a

brand new high-definition camcorder.

Fin

din

g &

Fo

llo

win

g

Fin

din

g &

Fo

llo

win

g


Find and Follow…

Entry

Points


Action Plan

• Strategy – Recruiting

• Tactical Plan

– Actively participate

– Learn how to effectively search and recruit through – Learn how to effectively search and recruit through LinkedIn (Seeking Out)

– Use social media sites to drive qualified recruits to you (Attracting)

– Quick research (Learning More)

– Generate “Social Proof”


Strategy #3A –…For the Job Seeker…For the Job Seeker


Job Search


5 Step LinkedIn Job SearchStep #1



Step #2




5 Step LinkedIn Job SearchStep #3 Step #4


5 Step LinkedIn Job SearchStep #3 Step #4

Step #5


Strategy #4 – Employee Communication / relationsCommunication / relations


What Are You Doing…

Co

mm

un

ica

tio

n

• Permission Based Communication

• Stay in front of “the audience” – without

interrupting them

• Provide Value - Don’t misuse / Over use

Co

mm

un

ica

tio

n


Your Profile is a Billboard for You

Ro

bu

st P

rofi

les Your Brand with a 3 Second

Bumper Sticker

John Jones Photo

Ro

bu

st P

rofi

les

http://www.linkedin.com/pub/JohnJones

/3/283/578

175 Direct Connections

Directing Web Traffic

Vanity Link????

Key Words


Ideas to Consider

• “Mine the Robustness” of the information available online– Succession Planning

• Identify key elements you are looking for

– Training & Development• Analyze the makeup of your organization’s top performers

• Replicate and train• Replicate and train

– Mentoring Program (???)

• Communication– Create a company focused Wiki

• Helps with on-boarding process / Addresses commonly asked questions

– Use podcasts and video to train employees

– Use a company-run blog for your leadership development program

– Ways to turn Twitter into a quick, effective micro-training program

• Company-wide collaboration / stronger “team” environment

42 Rules for 24-Hour Success on LinkedIn T

ON

IGH

T’S

TA

KE

AW

AY

S

� Define your strategy

� Clearly articulate your brand

� Select the initial sites to participate with

� Educate!!

� Execute daily on your social media plan

TO

NIG

HT

’S T

AK

EA

WA

YS


www.LinkedIn.com/in/ChrisMuccio