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Archive for the ‘Social Marketing’ Category

A job advertising trend in the making?

One of the most interesting recruitment ads I´ve seen in a long, long time came out a couple of weeks ago in the U.S. by a company called Enterasys. They are looking for a social media pro of the best kind.

What makes the job ad stand out so much, is how they are accepting applications and reviewing candidates. As a matter of fact, they don´t accept applications as many of us are used to, no resumes accepted. Instead, they expect the candidates to use social media to promote themselves for the job. They are using Twitter as the tool of choice to accept applications, in the form of tweets.

The rules go like this.

– Must send a tweet (a status update in Twitter that is), including a hashtag #socialCV. The messages should be targeted to @ValaAfshar account, the account of the hiring manager.

– Candidates must have a Klout score above 60, first time I see this being an actual criteria for the job! This was something I predicted happening in an earlier social media trending post for 2013 here.

– Must have Kred score above 725 and min. outreach of 8. This being the first time ever I´ve seen Kred even being mentioned in a job ad!

– Must present skills and experience with links to personal blogs, social media activity, news, peer influence, etc. Which sort of goes with the job.

– Must have more than 1000 active Twitter followers. This being an interesting figure, especially for a personal account of the applicant.

– LinkedIn and other social media profiles and references may be used in addition.

And… the company states openly that they will use Google and other relevant tools to check upon the applicants´ web presence!

 

 

Enterasys job description

 

This is a sort of situation that I hope will open the eyes of those more traditional recruiters and HR managers to the use of social media and to being a bit more creative n finding the best talent.

It´s a brave new world, no need for CVs, job boards, recruiters and headhunters anymore?! 

This will be in the very core of my speech at #TRUHelsinki event in Helsinki, Finland, April 9th (my slot is at 11 am). We´re in the middle of a rapidly changing industry and times regarding recruitment in general. Lots of major shifts in rules, processes and methods, not to talk about tools and technology.

Stay tuned, I´ll write here a full blog post on the subject of not needing CVs, job boards and recruiters in the near future… With some interesting other examples to prove my point. In the meantime, keep liking and sharing this one and read the earlier posts.

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Testing Thinglink photo tagging tool

So you may have heard about this new thing called Thinglink… or perhaps not.

Netcycler Badge system

 

Whether you have or not, doesn´t really make a difference. Cause one thing´s for sure, you´ll be hearing a whole lot about it soon enough. Here´s a little insight why. Actually, I´ll just drop a little hint about it, there´ll be an interesting announcement regarding Thinglink in a matter of days.

Thinglink is a tagging tool like nothing else ever before. What if you could include links to any relevant place on the web in any photo online? Or linking items or people in a photo with music?! Or… well, in the next post I´ll tell you what more. This is just a teaser, remember. Start thinking broader, what else could you enable by tagging photos? The answer is staring right at you, you just need to have the mindset. Actually if you dig into Thinglink a bit deeper, it´s quite clearly stated there. But I´ll be writing a review on the upcoming announcement, hope to shed some more light into new ways of seeing photos, in a matter of days. Also, some step-by-step media footage will follow.

See you here in a couple of days, okay?!

The 8P´s of Marketing in Social Media

The 4P´s of Marketing

There´s a million and one people out there thinking they know something about marketing, so I thought why not me as well. Here´s my 2 cents…

We all know Neil Borden´s 4 big ones, don´t we?

– Product

– Price

– Place

– Promotion

And as we also know, these contain ‘flaws’ or rather are missing value especially in relation to marketing Services. I guess that wasn´t relevant in the 1960s in the scale we have services available today. There´s been a lot of talk about the meaningful aspects of marketing for generations, and we always seem to go round and round without really coming up with anything new around the subject. After a while since Borden someone came up with the 5th P… and then someone came up with some more…

– Packaging, or perhaps

– Process, or perhaps

– People, or…

So plenty of P´s all around, but nothing really meaningful as we now look back in time. Someone even added ´Physical Evidence´ and ´Performance´ in the list – I personally really don´t get those. And then came the alternate 5P´s;

Positioning, Packaging, Promotion, Persuasion & Performance.

Then the top Idea-buddy Idris Mootee came up with the 4 New P´s

Personalization – no, not as deep as we now know

Participation – related to crowdsourcing type of activity really

Peer-to-Peer – now we´re getting somewhere… a 2-way street!!! Not just Push but including Pull as well.

Predictive Modeling – algorithms actually

I can almost relate to these, finally something new in the field, not just the same old, same old. At least better than those mentioned before. But I have a need that is not satisfied with these quite yet. SO, I kept digging… And came up with this.

Joan Damico quite recently came up with a new set of P´s that actually triggered this train of thoughts of mine. Joan says…

Policy – is just what it sounds like, who can do what and how

Plan – plan your strategy. Hmmm… Which company doesn´t? I know I do!

People – this time meaning internal resources… And off we go, to the woods, says I!

Persona – What do we want to say, how do we want to look? Isn´t that Policy & Planning with some People in it?

Patience – takes time to see results, she says. And I say 3rd and out. I’ve seen companies come up with brilliant results in no time at marketing in social media! Think of Gap and Groupon for example.

And I just don´t get it! People I understood in previous conversations, but not anymore when Joan starts talking about it. I do understand all the before mentioned P´s that people have come up with, in a sense, but I don’t see the logic behind those nor relevancy in todays web marketing models. Perhaps it´s just me, but I feel like “WTF, am I the only one thinking about Social Media related to all these P´s?” I´m sure thousands and thousands of smarter people than me and a zillion times more experienced have thought about these, so that makes me feel kind of stupid to even consider that I might be into something here. I mean, all the P´s before make sense in a way, but none of them really fit into the idea how I see marketing in Social Media, the so called Social Marketing idea. So if there´s anyone out there how might tramble into this article and feels the way I do about all this, please, please, tell me I´m not insane, okay?!

´Cause this is how I see the P´s…

The REAL 8P´s of Marketing in Social Media

You can´t argue with the 4 Big ones, Social Media or not…

Product, Price, Place and Promotion still matter, no matter what you´re marketing!

But the new ones! Hold your breath!

    People! Clients, remember?! Same goes for Partners, Suppliers, etc. Basically anyone you engage in conversation with in the web! In Social Media, they rule! There´s a conversation 24/7 whether you´re there or not. It´s a 2-way street, no more shooting with a shotgun at anything that moves, but targeted, Personalized conversations, where you Participate in interaction with the crowds! When you´re using Social Media for marketing, you need to be Present, get involved, reply when asked and that sort of ´stuff´!

So there they are, I finally got them all out. And the next time someone asks you what that Social-Media-thing means to you, you can just say;

In Social Media, we market ourselves by Participating in conversations with People, we give our company the face by Personalizing our messages and we´re Present whenever they want to talk with us!

    If you wonder what Personalization means here, it´s all about understanding your client, talking to them in language that they understand, replying when asked, and taking advantage of the huge amount of data that is out there for you to use (think about Social CRM and Social Business Intelligence concepts here). Personalize your message, target the niches rather than use shotgun. (Okay, the shotgun approach may have brand values, I give you that much…)

    And I really need to point out that being Present does NOT mean that once you´ve built that Facebook Fan page or Twitter account you´re present, but you need to be able to engage in 2-way conversations when and where the client wants to. End of story!

Think about this article and what it´s trying to say in its own awkward way. Review your marketing plan. Are you already or are you planning to do marketing on social media? (Yes, you should already, and right NOW is a good time to start if not!). Consider the additional new P´s, are you ready to COMMIT YOURSELF TO TALKING WITH your (potential) customers / partners / affiliates / etc., not just talking TO them, pushing your message?

IF YES, like my good friend Nike would say, JUST DO IT!

Product

Price

Place

Promotion

People

Presence

Participation

Personalization

Ps. I´m not saying you can´t do the normal push-marketing in social media, it´s not a total no-no, but if you do JUST that, you´re not getting social media nor taking advantage of it in full extent. There´s so much potential there that you´re not getting if you just push your message without listening or pulling in additional data, that´s it´s just a shame!

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