#pcto2012 LIVE! Saturday Sessions
Hello and welcome to my liveblog of some of the #pcto2012 sessions I’ve gone to. I’ll clean this up at the end of the day but until then, enjoy my musings.
Social Psychology of Social Media – Brian Cugelman
- How knowledge happens (in any order): Knowledge, Attitudes, Behaviours
- Social context – For whatever happens in real life there is usually an online equivalent (classroom versus e-learning). There are always some spaces that are more public (Twitter) versus private (Facebook). We live in a surveillance society so we can’t control the pictures that get posted on Facebook, as an example, which is an ironic because we behave differently when we’re in public versus in public.
- Social pressure tactics – The line outside the nightclub to make it look more popular than it really is.
- Scarcity – People assign more value to that which is scarce. Builds hype. Think of Google Plus when it first launched – everyone wanted in because you needed a private invite from a user already.
- Search engines are social media sites are just as social. The reason Google decimated the entire search industry is because they created a social metric. Page rank is just the number of websites linking to the page x infinity.
- Unethical uses to manipulate – fake positive testimonials, fake low star ratings of competitor products, questionable numbers of satisfied customers.
The Future of Social and Talent Attraction – Geoff Webb
Hard Rock Case Study
- They decided to hire by only using Facebook. When they open any new restaurant they’ll open a new fan page with a video of some of their employees singing and post it online. They normally use the most unique looking people because they find those are the ones that stick around the longest.
- They then took out a pay per click advertising campaign, in 3 weeks they went from 500 people to 6,000 people liking that Facebook page.
- If an applicant applied over the site someone would call them right away to tell them if they were in the application process. Those that don’t get selected for an interview get a coupon for a free appetizer at their restaurant turning them into Hard Rock customers.
- Interviews were scheduled using Eventbrite so it was all self-serve .
- Result was hiring 300 staff with a $2,000 pay per click.
- New iteration of using Facebook page for current employees is to manage all their enterprises – they can then have conversations about who needs a ride to work, roommates or for switching shifts.
On Posting Openings
- Most applicants read two lines of any requisition before they decide they are qualified for the job. What that means is that a recruiter spends most of their time disqualifying people.
- Better idea for posting requisitions is the use of video. Text stickiness rate is only 3% but 85% of you will remember what the video content was.
- Additionally, people tend to watch the entire video before taking action.
On Personal versus Professional
- There is no personal anymore – there’s always a good mix of the personal and professional online. Your online profile should be your authentic self. Your brand.
- Everything you know is wrong!
- TV and social exist in vacuums – you should scrap all your other plans and go strictly digital all the time!
- YouTube shows presidential debates
- Twitter breaks news before media outlets
How to spot a fraud:
- Social media 101 – “It’s like teaching a kid to drive once and throwing them the keys. It’s a little irresponsible,” says Jon.
- They don’t have clients.
- They never mention numbers – “Remember it’s outcomes, not outputs.” David goes on to explain that it’s not about the number of Facebook Likes or Twitter followers but about using those tools (Facebook, Twitter) to get to the outcome of building communities.
- “I like to look at conversions that take the user away from general social media platforms and go somewhere the brand owns.” Jon goes on to say that he’d rather get someone to sign up for a company email than get a Facebook Like.
- “If there was a market I’d go into it’s politics and policy.” Jon says that social media would be a great fit for that.
Getting the Insiders Onside – Communicating with Bloggers and Influencers – Dave Fleet
- Think twice before you reach out to people/bloggers.
- Remember these people are not just a blogger. They have influence.
What’s wrong with blogger relations
- Most inexperience people reaching out to key influencers.
- No relationships built with influencers.
- Irrelevant pitches bother people.
- Standard pitch lists become irrelevant extremely quickly.
We should move to pre, pitch, post.
Relationships are key to build trust.
- Listen. Who do you listen to? Someone who has authority (trusted source of information), context (significance of the individual in relation to the issue. It’s the difference between being a sports fan vs baseball fanatic), engagement (depth to which the individual and their audience interacts), and reach (highest number of people that could see the content produces by the individual).
- Engage – This step focuses on building relationships before the pitch. Introduce yourself, who you work for and ask if you can work with them sometime, comment on posts, go to events (yours and others), share interesting news, have conversations, and do things that aren’t work.
- Activate – This is the actual pitch. Think about the objective of what you’re trying to drive and that’s how you’ll tailor your approach. Preparing the perfect pitch – know what they write about/where they live, remember their name, write to them personally, think about what’s in it for them, forget that BCC line exists.
- Follow-up – Engage with people (answer questions on their posts, correct mis-information in stories, and get feedback!), say “thank you”, amplify their posts, syndicate their content with permission, and then rinse and repeat (keep building relationship because this is not a linear process).
Investing in the relationship – tips for bloggers
- Why work with an agency? Make things easy for everyone before, during and after the campaign, make everyone look good (build your traffic and brand gets coverage), make people want to include you, make agencies more likely to promote you organically.
- If things aren’t working, give feedback to fix it.
Want to work with an agency?
- Be proactive and reach out to them!
- Put guidelines on your site.
- Make connections in your area of interest.
- Think creatively beyond the original ask.
- Show the return.
- Be nice, professional, or courteous even if things don’t go your way.
Putting LEAF into action requires some set-up, resourcing and maintenance.
Personal note – I’m going to try to link any of the above presentations if they’re available in Slideshare so stay tuned.
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Tags: #pcto2012, Podcamp 2012, Social Media
Hi, I'm Aleksandra - a digital storyteller with background in public relations, corporate communications and knowledge management.
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