Archives for posts with tag: social media marketing

Managing a Facebook Career Page is another way to broaden a company’s social engagement.  It may seem a bit superfluous to have a Facebook Career Page in addition to a company website or company LinkedIn profile, but having a career page on Facebook immediately opens up a business to the 901 million Facebook users.

By curating your Facebook Career Page yourself, instead of letting Facebook automatically create one, you are taking control of your brand, much the same way as creating a page for your business gives you control over the content.  Managing your company’s page yourself is the only way that you can control how your brand is marketed.

Having a career page provides an outlet for you to create a dialogue with your consumer base.  Marketing through social media is all about creating a community of followers and interacting with your followers can strengthen your brand, SEO, and customer base.  Some tips for engaging your followers on Facebook include: sharing links instead of only text and give your followers reason to spread the word of your brand through promotions, useful original content, and thoughtful leadership.  Include phrases such as “share with your friends” and “click here” to create an interactive relationship with your followers.  Direct them to your other web presences to add value and track the user engagement.

Having a Facebook Career Page can be time consuming, but it can also be an asset to help build your brand.  LIke any medium, make sure this also fits with your overall brand strategy before you just hit “Go”.

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Google’s creative new documentary, Project Re:Brief, takes four classic advertisements from Coca-Cola, Volvo, Alka-Seltzer, and Avis and re-imagines their message with the help of digital advertising. The new campaigns creatively combine the classic message of the original ads with today’s demands for interactive marketing.

The main challenge associated with the project was keeping the message the same as the original ads.  The goal was to update the ads to the current market while remaining true to their original intent–to what made the ads iconic.  Unlike one-way print or commercial advertising, digital advertising is meant to engage people–what better way to engage than by adding interactive elements to proven campaigns.  All four digital advertisements focused on creating an interactive and innovative experience, but Avis and Volvo’s ads are worth noting.

The Avis ad featured in the project originally featured their “We try harder” slogan.  The advertisers created an interactive marketing campaign where users’ stories are turned into short animated video clips.  Avis also encourages users to send in negative feedback so that they can improve as a company and live up to their slogan.

Volvo’s new digital ad drew inspiration from the powerful 1962 ad, “Drive it like you hate it”, which cleverly showcased the durability and longevity of Volvo.  Keeping this message in mind, advertisers created a new digital ad campaign in which anyone can track the progress of Irv Gordon, a man who has driven the same Volvo since 1966 as he approaches the 3-million-mile mark with his car.  Users can track his journey on Google Maps and even create their own road-trip adventures.  These campaigns show how digital has truly revolutionized the consumer experience.

Re:Brief communicates the idea that for a campaign to stand out in today’s social media-obsessed atmosphere, it must be engaging, interactive, and above all, have a timeless and relatable message.

Pinterest is the latest Social Graph, a concept that Mark Zuckerberg founded in 2008.  The idea of the Social Graph is to analyze users’ content sharing and interactions with each other.  Pinterest has garnered immense popularity over the past months with individuals and businesses alike.  Pinterest is also popular overseas and in China.  By allowing users to focus on spreading their interests instead of enabling just another social network, Pinterest is an ideal social media tool for marketing and branding. Businesses can use Pinterest to showcase their products, develop a stronger brand, and establish rapport with their customers.

Smoyz, an Israeli digital agency, has gone beyond just having a company Pinterest account, by developing an entire campaign based on this Social Graph.  The agency studied the pins of 50 women and created personalized items for each woman.  The response to this campaign was immense:  the 50 women brought in 2,284 interactions and 694, 853 impressions.  This feedback was possible because Pinterest is all about spreading and sharing interests.

Another innovative use of Pinterest comes from China, where companies create Pinterest clones– sites that provide the same service as Pinterest but with different names.  Two of these companies, Mogujie.com and Melishuo.com, allow users to pin proucts only from the site Taobao.com, China’s largest eCommerce site.  Even though users have only one site to “pin” from, both these Pinterest clones are a success.

Currently, Pinterest is the ideal platform for sharing interests.  Companies can optimize their use of Pinterest to increase traffic to their site and to build a wider audience.

For more on how to differentiate your brand with social media.

Social Media Week begins in twelve cities across the world featuring free events, workshops, and networking get-togethers.  This biannual conference, first held in 2009, aims to educate and involve people in the upcoming trends of social media.  Each day features a variety of events on different facets of social media, from using social media as a tool to help your business and expand your reach, to managing your privacy and online reputation.

New social media tools are emerging each day and Social Media Week is a great way to ensure that you are up to date with new these new tools, not to mention free.  Everyone from CEOs to artists who use social media for personal branding will find an event targeted at helping them fulfill their goals TrufflePig Search is very excited to participate in Social Media Week in Los Angeles in September and in Hong Kong this February.

EVENT SCHEDULE AND RSVP http://socialmediaweek.org/schedule/

GET INVOLVED http://socialmediaweek.org/get-involved/

Social media presents new options for recruiters to find candidate background but the traditional methods of researching potential employees are still essential. According to HR Magazine, many corporate attorneys limit what its employees can say about past employees, even employees who could benefit from compliments on good work ethic (Meinert, 2011).

The Society for Human Resource Management (SHRM) poll on background checks taken in 2010 revealed that most information provided by former employers gives limited help in deciding whether a candidate is a good company match. Of the 433 responding organizations, 98% said they would verify the dates of employment for current or former employees. More than two-thirds said they would not discuss work performance, and over 80% said they would neither discuss character and personality nor any disciplinary actions taken while the candidate was employed (Meinert, 2011). Because references are not always a reliable source of useful information, companies are turning to social networking sites to aid in background checks.

Of course, phone calls and profile research are still essential to the hiring process. Screening through social networking sites is much more cost-effective than traditional phone interviews. LinkedIn, Facebook, and Twitter all provide free services where companies can post career opportunities that gain exposure to consumers as well. However, Trufflepig Search understands that nothing can take the place of first hand interaction. Interviews offer a better chance to interpret the candidate’s tone and indicate certain personality traits.

It’s still time consuming but important to contact phone references. Yves Lermusi, CEO of Checkster, a background-screening company, states that, for a traditional reference check by phone, it takes 76 minutes to try to contact three references and reach two (Meinert, 2011).

Trufflepig Search uses social networking sites to find candidates who are Internet-savvy and know about LinkedIn, Twitter, or Facebook. Applicants who are familiar with these social networking sites are especially valuable.

Especially in tough economic times, we at Trufflepig Search know the value of incorporating social media into our recruiting efforts.

References

Meinert, D.. (2011, February). SEEING BEHIND THE MASK. HR Magazine, 56(2), 31-32,34,36-37.  Retrieved from ABI/INFORM Global. (Document ID: 2251277611).

Weinstein, M.. (2010, September). Are You LinkedIn? Training, 47(5), 30-33.  Retrieved from ABI/INFORM Global. (Document ID: 2250060131).

The accessibility of media shared on platforms like Twitter, Facebook, and Youtube has permanently changed marketing. Michael Stelzner’s report surveyed over 3300 marketers to provide a snapshot of what marketers are up to in business for 2011. 

Here is the complete ‘2011 Social Media Marketing Industry Report.

A few take-aways:

  • The top question marketers wanted answered was on measurement tools to track ROI
  • 93% of those surveyed used some form of social media in their marketing efforts
  • 90% said it was important to their business (key insight: smaller businesses were more likely to agree)
  • A significant 58% of marketers are using social media for 6 hours or more each week and 34% for 11 or more hours weekly
  • 72% of marketers who have been using social media for more than 3 years report it had helped them close business
  • At least 73% of marketers plan on increasing their use of YouTube/video, blogs, Facebook and Twitter
  • 92% of marketers are using Facebook and 75% plan on increasing their activities
  • Blogs remain a strong area of focus for social media marketers, with 75% indicating they’ll increase their blogging activities
  • 73% of marketers will increase their activities on Twitter. Large businesses are most likely to increase their activities on Twitter, with 77% reporting

Trufflepig Search says that social media is essential for business. Targeted exposure, engaging with customers, and upping search engine rankings are just a few of the critical benefits—adding to what social media does for HR, recruiting, customer service, and PR.

By Fred Clayton, Principal, Trufflepig Search

No, social media marketing is not limited to consumer marketing. Surveys show that business-to-business enterprises have surpassed consumer companies in every category of social media usage except one, advertising. B2Bs have harnessed the power of social media to establish themselves (either the company and/or the executives) as thought leaders in their industry, and to get crucial “crowdsourced” feedback which enables quick changes to business products and services in the market, and aids in accelerating new developments. If you are a B2B still pondering the question: “Where is the ROI for me in social media,” read this article:

What the Future Holds for B2B Social Media Marketing

Promoting a brand through social media is no longer unique or novel — it’s simply the norm.  From Starbucks to taco trucks, the use of social tools like Facebook and Twitter to spread awareness about a business to customers is widespread because that’s where brands find prospective customers and engage with existing patrons. But what about the use of social media between businesses… Continue Reading, Click Here

 

 



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