© 2011 Forrester Research, Inc. Reproduction Prohibited 1 Social Media for Recruitment Companies By Colm Hannon eSocialMedia To Future Elite Leaders www.eliteleaders.co.uk London July 25 th 2012
Jan 20, 2015
© 2011 Forrester Research, Inc. Reproduction Prohibited1
Social Media for Recruitment Companies
By
Colm HannoneSocialMedia
To Future Elite Leaders
www.eliteleaders.co.uk
London July 25th 2012
© 2011 Forrester Research, Inc. Reproduction Prohibited2
eSocialMedia is an enterprise social media consultancy based in London
We help B2B companies achieve real business value from having online interactions with clients and talent
eSocialMedia
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Business decision makers are time poor with over
50 hours of backlogged work on their desk.
Cold calls are ignored by 73% of decision makers
and emails are becoming less and less effective.
Two out of three decision makers place more trust
in their own research than in information provided
by a salesperson– Market Transformations
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Why Online Social Interaction in B2B?
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Today’s Empowered Buyer
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Buyer Strategies for Technology Research
Tech buyer’s find 70% of purchasing information on
their own
86% of business technology buyers engage in some
kind of social media activity for business purposes
[Business technology buyers are] adjusting their
social behaviours in their quest to find
engagements that provide them with real business
value
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The Bar Analogy
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Agenda
• Why online social interaction?
• How to structure your process
• What are SMEs doing?
• What are Multinationals doing?
• Questions for me
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Why Online Social Interaction in B2B?
• Your target audience is online
• They like to interact with people about things that matter to them
• If you do it well you get more meetings and more business
• Most competitors are not interacting well online, so there is an opportunity
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Benefits of Online Social Interaction
• Market intelligence
• Product development
• Sourcing prospects
• Competitor analysis
• Operational efficiency over calls and email
• Build rapport and relationships online
• Build brand and reputation
• Keep in touch with more clients and be front of mind for upsell opportunities
• Engage talent and hire directly
• Customer service savings over call centers
• Faster and cheaper internal and external comms
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But More Importantly...
Get More Meetings!
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eSocialMedia’s Process for SMEs
This methodology is in five parts:
Listen Target EngageInfrastructurePlan
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Plan
• Business Objectives?
• Target Audience?
• Social Interaction Related Objectives?
• Quantifiable Value?
• Who Cares?
• Resources?
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Infrastructure
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Traffic – Department Blog:Website
8:1
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Listen
Other tabs display relevant
videos, conversations
and competitor mentions
RSS News feeds
Google news
summary
Conversations on forums
Conversations on blogs
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Target
• The key to social media conversation is CONTENT
• Based on what you have learned from the monitoring define a CONTENT STRATEGY to build a ‘warehouse’ of answers for questions your target audience is asking
• Turn this into a CONTENT SCHEDULE so you can produce a variety of blogs, videos, etc over the coming months
• Define your TAGGING plan so that this content can be found and spread throughout the social space
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Engage
Staff should be trained on:
• Starting online conversations
• Online conversational etiquette
• How to seed conversations in various conversational spaces
• How to re-use other interesting content
• Best practice guides for blogging, tweeting, etc
• Using the tools and infrastructure to engage with clients
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Does It Work For SMEs?
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Does It Work For SMEs?
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What Are Multinationals Doing?
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Skype
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Twitter @ColmHannon
Skype: Colm.Hannon
Contact