YouTube & You Too! Using Viral Video In Recruiting 12/17/08
Oct 19, 2014
YouTube & You Too!Using Viral Video In Recruiting
12/17/08
Who We Are: About Tunheim Partners
Well-regarded thinking and crisp execution –
these are the building blocks of Tunheim Partners.
Our clients turn to us to help them capitalize
on important communications opportunities.
We respond with insightful counsel and service
to help them achieve their objectives.
David Erickson, Director of e-StrategyAs director of e-Strategy, Tunheim Partners’ Internet marketing practice, David Erickson specializes in strategic online communication. David has been marketing online since 1995, first as a freelancer, and then in 1997 as the founder and president of e-Strategy. For the next 10 years, David had a close partnership with New School Communications, during which time he conceived and executed countless strategic Internet marketing plans on behalf of his and New School's public relations and public affairs clients. David joined Tunheim Partners as part of the New School Communications acquisition. Erickson is a student of how people use technology to communicate, and that fascination informs his work. He is a "first adopter" of the latest technologies because he wants to understand how they can be used as marketing tools.
David's work has included: executing a national online media relations campaign for a presidential e-debate for the 2000 election, using e-mail marketing as an expert positioning tool, optimizing electronic press kits and press releases for the retail and fashion industries, conducting search engine marketing for numerous clients, designing and carrying out a sports marketing viral video campaign, and implementing social media optimization and marketing campaigns.
David's training in the visual and language arts and his experience in retail, advertising, market research and public relations all contribute to his expertise in Internet marketing. He taught himself the technologies needed to implement online communication strategies, so he understands how Web technologies work as communications vehicles. David also has personal experience with delivering effective messages: he has written advertising copy and articles for publications, produced Web publications of his own, appeared as a pundit and commentator for media outlets, and co-hosted his own radio show. David blogs about Internet marketing at e-strategyblog.com.
David earned his B.A. from Coe College in Cedar Rapids, Iowa, where he studied art and writing. He is a former Hubert H. Humphrey Policy Forum Fellow. When he's not scheming up clever new ways to communicate online, David can be found playing or watching football or reading...but most likely playing football.
”Reality is nine-tenths perception.” – Anonymous
What Is Viral?
Content that spreads naturally
Word of mouth, forwarded, bookmarked, voted upon, embedded, linked to, shared & commented upon
There is no formula
Lots of luck involved, It’s not easy
Compelling content
Funny helps, parody of the medium
Online Video Usage
80% of internet users viewed online video this year
YouTube is the third largest search engine
Tina Fey as Sarah Palin SNL video was watched more times on the web than TV
By 2012, video-related content will comprise 49% of Internet traffic
6.5 million Americans watched mobile video in August 2008
AT&T leads the way = iPhone
Where Are They Watching Online Video?
Millennials/Xers use their computer
Millennials/Xers use their phones
Millennials more likely to use iPod or PSP than Xers
Google/YouTube = 55%
Yahoo! = 7%
Time Warner/CNN = 4%
NBC Universal = 4%
Fox/MySpace = 4%Compete, Inc. – Sept. 2008 Video market share
Video viewing most common among Millennials
Male/Female parity
Women like network TV video sites
Men like video sharing sites
35-54 year olds who recently watched video has jumped to 60%, up from 49% in December 2007
Who Is Watching Online Video?
Neislen Online – Feb. 2008 re gender differences
Who Is Your Audience?
Know your demographic
Match that demographic
Millennials, Xers, Boomers
What search phase are they in?
Passive
Research
Ready to apply
What do they know?
What would they be watching online?
When In Rome…
…speak as the Romans do
Tone of Communications
Appropriate tone for appropriate audience
Older, executive positions = More formal
Millennial, lower level positions = Casual, informal
Internet is conversational
Adopt conventions of the medium, when appropriate
Bedroom web cam pitch for teen jobs
Company Research
Think as prospect
Company web site
Search Engine Optimization
YouTube videos within Google results
YouTube searches
Reputation management
Social networks
Find current employees
Web Site
Demonstrate rather than tell
Company culture, facilities, activities
Match demographics
Include passionate employee testimonials
Video job descriptions
Include good and bad
Use persuasive video
Apply online, next to form
Create Video Channel
Use YouTube for infrastructure
Embeddable, linkable
Develop audience within YouTube
Create valuable content
Subscribers
Long-term talent pool
Referrals
Social Networks
LinkedIn/Facebook/MySpace Groups
Share video link
Facebook /MySpace
Upload, Share a link, Status updates
Flickr
YouTube
Video responses
Niche video & social networking sites
Blogs
Post on your own blog
Ask to share video
Offer to employee bloggers to post
Employees know other industry people
Everyone likes to help
Ask targeted bloggers to post
Perk/Service to readers
Your own email newsletter
Embed graphic with play button
Industry email newsletters
Buy placement, play button graphic
Video icon
Individual emails to special prospects
Video shot for specific individual
Tailored messages for must-have prospects
Search Engine Optimization (SEO)
Search engine optimization for major search engines
YouTube videos in Google results
SEO for YouTube & other video sites
Titles
Descriptions
Tags
Search Engine Advertising
Google AdWords
Link to video
YouTube sponsored video
YouTube text ads
Portable Video
Video Podcasts
Mobile Video
Embeddable Video
Blogs
Social networks
Job sites
Deloitte & Touche Film Fest
Employee Film Fest
Four month recruiting video contest among employees
2,000 participated
More than 370 videos submitted
Sept. 2007: 30,000+ views
75% shared their video
Passionate, peer to peer marketing, traditional publicity
youtube.com/DeloitteFilmFest
Contact
Web Tunheim.com e-Strategy.com e-StrategyBlog.com
Email [email protected]
Phone 952-851-1600