ngcoa total branding presentation alberta 2009
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Total BrandTotal Brand
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ListenParticipateUnderstand
Engage
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Web 1.0
• Static• Centrally Managed• Slow to Change• Unidirectional• Tech Heavy
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Brand
A brand is a person’s gut feeling about a product, service, or organization
•Brand is not a logo•Brand is not an identity•Brand is not a product
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On-DemandPersonalEngaging
Networked
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Canadians View the Most Content
0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500
Russia
Italy
Japan
France
United States
Germany
United Kingdom
Canada
Average Pages Per Visitor - Total AudienceSource: comScore Media Metrix Worldwide, Persons 15+, Average Jul.‘07 - Sep. ‘07
Canada beats the World and has the highest amount of Average PCanada beats the World and has the highest amount of Average Pages Per Visitor!ages Per Visitor!
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Average Hours Per Visitor Per Month
Canadians Spend the Most Time Online
Source: comScore World Metrix, February 2008
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Canada a leader in Social Canada a leader in Social NetworkingNetworking
0
20,000
40,000
60,000
80,000
100,000
120,000
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
80.00
90.00
Canada UK Brazil Chile Argentina Mexico United States
Tota
l Uni
que
Visi
tors
(000
)
% O
nlin
e R
each
Online Reach%Total Unique Visitors
Source: comScore Inc. Multi-Country December 2007,
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February 2008
Location
Unique Visitors
(000)
%Reach (Web Pop.)
Avg. Minutes
per Visitor
Avg. Pages
per Visitor
World-Wide 538,375 65.4 205.6 499United States 108,248 66.4 225.4 518
United Kingdom 25,502 76.7 308.6 719Canada 18,181 84.3 349.6 828France 17,583 52.0 176.0 531
Germany 15,794 53.7 186.0 480
Social Networking Around the WorldReach of the Worldwide Web Population
Source: comScore Inc, Worldwide Feb’08, All Locations,
*Person 15+
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Credible Web PresenceMore than 8 out of 10 Internet users look on
search engines
Pay-per-click (PPC) costs are rising
Up to 85% of searchers ignore paid listings 63% of the top natural (organic) listings get
click through
Natural (organic) search results convert 30% higher than PPC
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• Google• Yahoo• MSN• LinkedIn• Facebook• YouTube
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Classifieds Today
Over 2M unique Canadian visitors
every month
• Over 9B page views/month
• 30M unique visitors
• 9th place overall in N.A.
• Over 2M new job listings/month
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Own your presence online
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Web 2.0 plus
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Fish Where the Fish Are
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Social Networking
235 million
2–6 times/day 35 million
2x / 3 months (2007)
253 million
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Hyperconnected
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Texting
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Facebook Profile
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Facebook Group
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Facebook Group
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Facebook Page
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LinkedIn Profile
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People Relate to People
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Nuts from the beginning
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Nuts from the beginning
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Social Media is NOT advertising
• Social media marketing, requires communicating not ADVERTISING so act appropriately
• Targeting beyond demographics of Facebook, you need to become part of the community
• Listen. Learn, and be ready to make mistakes
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Why work here?• Originally, why did you choose to work for
this company?• What are the top 3 factors that have enabled
your success in your current position?• What do you feel differentiates this
organization from others for whom you could work?
• What would you tell a prospective hire to this company?
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Why Build?
• Building awareness, spreading the word• Providing support and motivation• Coordinating unified approach• Involving those affected• Help people take action• Customizing messages• Humanizing the issues
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1 + 1 = 11
Because the mathematics of collaboration is nothing less than MAGIC.
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Any brand can be charismatic
1. Differentiate2. Collaborate
3. Innovate4. Validate5. Cultivate … EVEN YOURS
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~ Anytime ~ Any place ~ Any way
Brand as story tellersLet them “talk” about you
Create empathy, understanding & opennessUse different media to touch your customer
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Strategic vs. Creative
PhysicalVerbalVisualNumerical
SpatialLinearEmotionalLogical
IntuitiveAnalytical
On the other side are the creative thinkers
On one side of the gap are the strategic thinkers
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How do we get the message out?
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What is your brand?
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Why should I be a part of your brand?
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ItIt’’s about understanding the s about understanding the progression of successprogression of success
Visitor Community Member
Prospect Candidate
38
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It is about THEM
It is not about youIt is about communicating with candidates
It is about engaging them on their turfIt is about becoming more transparent
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Sources of Hires
5%Social Networking
8%Search Firms2%Campus Recruiting6%Other6%Niche Job Boards
11%General Job Boards19 %Referrals21%Employment Website
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What is your brand saying?
What are your strategies to reach your targets –
students, employers, job seekers?
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Mark R. Thompson
www.slideshare.net/clubjobswww.twitter.com/clubjobs
www.delicious.com/clubjobs.cawww.flickr.com/photos/clubjobs.ca
www.linkedin.com/in/markrthompson
w: www.clubjobs.cae: [email protected]: 866-604-6823 X222