3. Ajattelemme kuin
DIGITAL MARKETING THINK TANK
mainostoimisto //
Murskaamme numeroita
kuin mediatoimisto //
Tuotamme sisältöä kuin
viestintätoimisto //
Rakastamme verkkoa kuin
digitoimisto
8. SOSIAALISEN MEDIAN KÄYTTÖ
SUOMESSA 2011
100 Tiedon etsintä
Wikipedioista ja
90
vastaavista
80
verkkotietosanakirjoista
Viestien kirjoittaminen
70
internettiin
60 (keskustelupalstat, yhteis
öpalvelut jne.)
50
Yhteisöpalveluiden
40 (esim. Facebook)
seuraaminen
30
20 Omien tekstien, kuvien
tai muun oman
10
materiaalin laittaminen
0 jollekin sivustolle
16-24v 25-34v 35-44v 45-54v 55-64v 65-74v muiden käytettäväksi
Lähde: Tilastokeskus 2011
10. Y-SUKUPOLVI // POIMITTUJA
FAKTOJA MAAILMALTA
• Joka viides on laittanut itsestään videon
verkkoon
• Youtube on suosituin hakukone
• 3339 tekstaria kuussa
Lähteet: Pew Research Center 2010; Mobile future 2010
14. MISTÄ KOOSTUU HYVÄ TYÖ?
Merkityksellisyys Merkityksel-
lisyys Merkityksel-
lisyys
Osaaminen
Taloudellisuus Osaaminen Taloudellisuus Osaaminen
Taloudellisuus
X Y Z
15. SOSIAALISEN MEDIAN
OMINAISPIIRTEET
• 1) Hajanaisuus – viestintä- / jakelukanavien
pistaloituminen ja vähäinen hierarkisuus
– Diginatiiveille verkostomainen toimintatapa luontevaa
• 2) Saavutettavuus – jokaisella mahdollisuus käyttää
(ilmaiseksi)
– Diginatiivit odottavat vapaata tiedonkulkua
• 3) Käytettävyys – kuka tahansa osaa
– Diginatiivit uskaltavat kokeilla, mutta turhautuvat nopeasti
• 4) Reaaliaikaisuus – kaikki voi tapahtua tässä ja nyt
– Diginatiivien keskittymiskyky ja kärsivällisyys ovat alempia
kuin aiempien sukupolvien, mutta multitasking on tuttua
• 5) Pysyvyys – kaikesta jää jälki
– Diginatiivit uskovat avoimuuteen ja läpinäkyvyyteen
Lähde: mukaillen Wikipedia 2012
22. For a high-growth company like ours, things
change quickly. Rypple enables us be more
transparent across the organization and
keep our employees focused on what really
matters.
- Johan Persson, Organizational Development Manager, Spotify
CASE: SPOTIFY & RYPPLE
37. 1. Facebook on maailmalla alihyödynnetty
2. Twitterissä seurataan kiinnostavia työantajia
3. Kun nappaa, LinkedIn on luukku, josta
hakemus sisään.
Lähde: 2012 Bullhorn Reach Social Recruiting Activity Report
38. 1. TUNNISTA AUKTORITEETIT
Auktoriteetit ovat tahoja, joiden haltuun ottaminen
saa parhaiden hakijoiden tuntosarvet pystyyn.
2. AVAA DIALOGI NIIDEN KAUTTA
Edellyttää pitkäjänteistä organisoitumista ja
systemaattista keskustelun ylläpitoa.
44. Our groundbreaking campaign for
GCHQ showed us that a
relevant, advocated campaign could
deliver more effectively than any other
channel could, to the tune of 95
MILLION hits from over 3 million
people in 5 weeks.
AUKTORITEETTI: ”THE ULTIMATE” HAASTE
46. “
I love seeing individual profiles of the
recent intake, and the opportunity to
shadow them by connecting on LinkedIn
or following on twitter or blogs. Simple
but effective peer-to-peer employer
branding.
Lähde: The Recruiting Unblog
AUKTORITEETTI: VERTAISSUOSITTELIJAT
CASE: BARCLAYS GRADUATES
48. TEESIT TYÖNANTAJAKUVASTA SOMESSA
VANHAN LIITON ORGANISAATIOKULTTUURI
TUKEHDUTTAA SOMEN KASVATIT //
SOMEN KASVATIT KUKOISTAVAT
SOSIAALISISSA PROSESSEISSA //
REKRYTOINTI ON VAIKEIMPIA MARKKINOINNIN
LAJEJA //
KOVIMMAT TEKIJÄT ISTUVAT USEIN
ASIAKKAAN OMASSA TOIMISTOSSA //
VALITSE MILLÄ SAAT TUTKAN
VÄRÄHTÄMÄÄN, TÄHTÄÄ DIALOGIIN, ÄLÄ
KERTAHUOMIOON
“Palkantärkeyssijoittuikinvastakolmannellesijalle, kun opiskelijoiltakysyttiinuratavoitteidenmerkityksestä. Kaikistatärkeintänuorille, on saadamonipuolisiatyötehtäviäsekätyönjavapaa-ajantasapainoa.” Universu, 2012
Some of the properties that help describe the differences between social media and industrial media are:Reach - both industrial and social media technologies provide scale and are capable of reaching a global audience. Industrial media, however, typically use a centralized framework for organization, production, and dissemination, whereas social media are by their very nature more decentralized, less hierarchical, and distinguished by multiple points of production and utility.Accessibility - the means of production for industrial media are typically government and/or privately owned; social media tools are generally available to the public at little or no cost.Usability - industrial media production typically requires specialized skills and training. Conversely, most social media production does not require specialized skills and training, or requires only modest reinterpretation of existing skills; in theory, anyone with access can operate the means of social media production.Immediacy - the time lag between communications produced by industrial media can be long (days, weeks, or even months) compared to social media (which can be capable of virtually instantaneous responses; only the participants determine any delay in response). However, as industrial media begins adopting aspects of production normally associated with social media tools, this feature may not prove distinctive over time.Permanence - industrial media, once created, cannot be altered (once a magazine article is printed and distributed changes cannot be made to that same article) whereas social media can be altered almost instantaneously by comments or editing.
Some of the properties that help describe the differences between social media and industrial media are:Reach - both industrial and social media technologies provide scale and are capable of reaching a global audience. Industrial media, however, typically use a centralized framework for organization, production, and dissemination, whereas social media are by their very nature more decentralized, less hierarchical, and distinguished by multiple points of production and utility.Accessibility - the means of production for industrial media are typically government and/or privately owned; social media tools are generally available to the public at little or no cost.Usability - industrial media production typically requires specialized skills and training. Conversely, most social media production does not require specialized skills and training, or requires only modest reinterpretation of existing skills; in theory, anyone with access can operate the means of social media production.Immediacy - the time lag between communications produced by industrial media can be long (days, weeks, or even months) compared to social media (which can be capable of virtually instantaneous responses; only the participants determine any delay in response). However, as industrial media begins adopting aspects of production normally associated with social media tools, this feature may not prove distinctive over time.Permanence - industrial media, once created, cannot be altered (once a magazine article is printed and distributed changes cannot be made to that same article) whereas social media can be altered almost instantaneously by comments or editing.
http://blogs.cisco.com/rewards-about/Gartner research estimating that by 2014, some 70% of large companies will use the gamification techniques for at least one business process (http://www.recruiter.com/i/the-gamification-of-work-lets-have-some-fun/ )Gamification could also be used to keep communities active by rewarding members for their contributions. An interesting byproduct of gamifying a community is the social analytics, such as finding the major contributors; the most helpful contributions; the interaction among community members, and more. (YanivCorem, IBM. http://ibmresearchnews.blogspot.com/2012/02/q-with-yaniv-corem-gamification-expert.html)
http://rypple.com/images/customers/SpotifyCaseStory.pdfUse Case: Replace internal goal setting system with more transparent, social approach Why Spotify chose Rypple: Increased transparency across the organization More clarity on top objectives for improved productivity Team alignment to achieve results that matter Since adopting OKRs (Objectives and Key Results) and Rypple, Spotify has achieved: Significant increase in one-to-one coaching discussions Significant increase in employee understanding of key objectives More real-time recognition by managers and employees
http://socialbusinesssandy.com/2012/01/19/gamification-and-social-bounceball-socbiz-ibmsocialbiz-ibm/Gartner research estimating that by 2014, some 70% of large companies will use the gamification techniques for at least one business process (http://www.recruiter.com/i/the-gamification-of-work-lets-have-some-fun/ )Gamification could also be used to keep communities active by rewarding members for their contributions. An interesting byproduct of gamifying a community is the social analytics, such as finding the major contributors; the most helpful contributions; the interaction among community members, and more. (YanivCorem, IBM. http://ibmresearchnews.blogspot.com/2012/02/q-with-yaniv-corem-gamification-expert.html)
http://socialbusinesssandy.com/2012/01/19/gamification-and-social-bounceball-socbiz-ibmsocialbiz-ibm/Gartner research estimating that by 2014, some 70% of large companies will use the gamification techniques for at least one business process (http://www.recruiter.com/i/the-gamification-of-work-lets-have-some-fun/ )Gamification could also be used to keep communities active by rewarding members for their contributions. An interesting byproduct of gamifying a community is the social analytics, such as finding the major contributors; the most helpful contributions; the interaction among community members, and more. (YanivCorem, IBM. http://ibmresearchnews.blogspot.com/2012/02/q-with-yaniv-corem-gamification-expert.html)
Earth Hour had a herculean challenge ahead – to galvanize the population of the world to action, and do it through coordinating activity of multiple organizations. We had to do “a champagne project on a lemonade budget” said Andy Ridley, the CEO of Earth Hour. Flawless coordination of a global activity as a unified campaign across distributed teams was necessary, and Yammer worked where other tools failed. The team was looking for a way to share experiences, challenges, opportunities and relationships with other organizations to make the campaign more efficient and to grow. Introducing and emphasizing a culture different from the parent company (WWF) was a key consideration as well (Earth Hour is a non-profit collaboration between WWF, Leo Burnett and Fairfax Media).The Results:“[Yammer] has revolutionized how the campaign is working,” shared Andy. Here are some of the specific benefits that helped the company execute.Adaptability and agility:Moving quickly and on a tight budget, you don’t always have the luxury of building new materials. Through collaborating on Yammer, the team has been able to cross-pollenate ideas and repurpose work. Finding information and locating expertise has gotten a lot easier for the information seeker and the finder. New members could now onboard quickly, access the right materials, and no one had to answer the same questions over and over via email.Diversity of ideas:By collaborating across geographies, the team has been able to access a greater variety of ideas and experiences. They’ve been able to come up with more and better concepts and deliverables. The ripple effect of great ideas colliding has been akin to “throwing a petal in the pond”.“We use Yammer to collect amazing stories. The thing that worked best for us was our first 24 hour Yam-Jam where we posed a single question and asked everyone around the network to chime in,” – shared Sid Das, Director (of what?). You can read more about it here.Recently, the team faced an issue when Orchard Road (a large shopping strip in Singapore) became unwilling to participate in the Earth Hour event. Teams from across the world submitted ideas as to how they could encourage Orchard Road merchants to participate. An idea came from a place that no one expected to post pictures of landmark shopping strips – such as the Champs Elysees — with their lights out. It has since become a major incentive campaign.Cultural impact:The impact of collaboration has been felt not on simply the jobs that had to get done, but also on how these jobs were done. Rallying people behind a cause is certainly not easy, and inspiration and motivation play a pivotal role in success. Engaging a broad mix of people from diverse backgrounds can also be challenging if you aren’t playing from the same cultural playbook and respecting each other.
Haluttiintuodamyymisenjalotaitotakaisinmainostoimistoon: David Ogilvy: “We sell, or else.Parassaityöpaikan.SAAVUTETTAVUUS -> tehdäänmakeetyöpaikkajokaisensaatavlle, uudenlaistademokratiaa
Yli 10 miljoonaa jäsentä, neljänneksi suurin verkkopalvelu. CarouselConsulting UK. Create different boards for specific departments (Finance, IT, Engineering, Design), making it easier for users to find content that appeals to them,use screen shots of job descriptions. Finally, when building a board, always redirect candidates to a career site by providing a link to where the job is posted, and a short description of what they need to do next.Pin videos of employees in actionYou’re looking for a quality candidate –- not just someone to fill a seat. more of a buzz-building mechanism than a direct-sourcing tool, redirect the conversation to networks like LinkedInPYSYVYYS -> joskaikki on kunnossa, annetaansennäkyä. Loppuunastihiotutrekrykampanjatovathistoriaa!! Eityhjiälupauksia.
Tamperelainen Teekkari Tuomas Vanhanen voitti
Muutamankuukaudenvanhakeissi, UK Government Communications HeadquartersKun kisajulkistettiin, sivuolibrändäämätön.A spokesman said the campaign aimed to raise the profile of GCHQ to an audience that would otherwise be difficult to reachKohderyhmälläsaattaa olla taitoja, joitaei ole ajatellutvoivansakäyttäätyössä.Huomiotaeiainatarvitseherättääitsetyöhönliittyvälläviestillä: jostiedetäänmillaistataitoaetsitään, kannattaahakijathaastaasiinä.SAAVUTETTAVUUS, KÄYTETTÄVYYS -> kukatahansavoiyrittää,
Quality over quantity. Rekrytoijatylityöllistettyjä,mitenvoidaanparantaahakijoidentasoa? Some:ssa. The jobs they apply for eel they have a good chance of getting.The plan was to launch a social media hub within their future leaders career site, to encourage on-going engagement between the graduate intake of recent years, and potential new hires.able to see individual profiles of the recent intake, and the opportunity to shadow them by connecting on LinkedIn or following on twitter, and there’s similar people to connect with behind every department, as well as blogs to follow. Simple but effective peer-to-peer employer branding.44 different videos,HAJANAISUUS -> Muihintutustuminenmadaltakynnystäkysellä, hakea. Olisikoennenollut ok soitellatuntemattomillejotkajoovattöissäsiellä, mihinaiothakea?