This is a workshop organised by Linkedin Asia Pacific and presented by Andrew Chow

1. CONTENT MARKETING WORKSHOP
for
HR PROFESSIONALS
Organisers: Presenter:
20 April 2016 | 9.00am to 11.30am | Linkedin Asia Pacific

2. Source: Universum 2014

3. 3

4. 4
Yet look at how your career pages are being seen on
mobile phones

5. Angela Ahrendts, SVP of Apple Retail
Social Proofs

7. People complete 60% of the decision making process prior to
any direct interacHon with the brand –and that extends to the
way people now look for employment.
People complete 60% of the
decision making process prior to any
direct interacHon with the brand

9. @ideasandrew
1 handle

10. 2 Books

11. Spirit of Service
3 Awards & Portals

12. 4 Domains

13. 5 Different Careers in 30 years
1987-1993 1993-1998 1999-2005
2005-2009 2010-

14. 6 Years in Speaking; Training & Consultancy

15. 7 Teach in CPEs or Adult Learning InsUtuUon

16. 200
Match Make 200 couples in 4 years

17. 300
Features, Interviews, MenUons and Quotes

18. SOCIAL MEDIA
PlaNorm ConnecHon
ConversaHon Content

19. #1 – Content CreaHon Strategy
#2 – Social Media Engagement
#3 – AcHvaHng Your Ambassadors
#4 – Building your Tribe (Following)
#5 – Content Scheduling (Calendar)

20. #1 - Content CreaHon Strategy

21. Principles of Great Content CreaUon
#1A
Content CreaUon Strategy

22. | Educate | Entertain | Engage |

23. | PredicUon | Scenario | Other PossibiliUes |
AddicHve!

24. “What if…?”

25. “Why not…?”

26. “What’s going on?”

28. Less than 140 characters

29. Get to the Point!

30. If you can
show;
talk less!

31. EmoHonal!

32. ~ Unexpected Twist ~

33. ~ Collective Voice ~

34. Principles of Content CreaHon Quick Recap
Your Content must have a Purpose/ObjecUve
Make your Content AddicHve
or nobody is coming back
Be Concise. No one has paUence anymore.
Make it as EmoHonal as possible

35. Content Category & Type
#1B
Content CreaUon Strategy

36. • Convince • Educate
• Inspire • Entertain
Awareness AcUon
EmoUonal RaUonal

37. • Convince • Educate
• Inspire • Entertain
Branded Videos
Games
Quizzes
Meme
Videos
Endorsement
Review
Quotes
Survey results
Showcase (staff)
Events
Checklist
(Podcast)
Slides
Demo
ArHcles
Ebooks
Guides
Trend Reports
Infographics
Awareness AcUon
EmoUonal RaUonal

38. Content Strategy
#1C
Content CreaUon Strategy

39. 1. Curate
Listen
Read
Research
Organize
Annotate
Contextualize
Experiment
Share
Publish

40. Suggested CuraHon Sources
Pulse Mashable Klout
Social Media Today
Social Media Examiner
Business Insider
Vulcan Post
TED Talk
CEO Worldbiz
Human Resources HRM Asia
SME Central CustomerServiceMgr

41. 2. Collaborate
Crowdsourcing
- Surveys
- CompeUUon
- Scenario
Influencer MarkeHng
- Blogging
- Feedback
- Opinion
Community
- Endorsement
- GamificaUon
- Wikis

42. 3. Create
In-house
Or
Outsource

43. Content CreaHon Tools
#1D
Content CreaUon Strategy

44. Create Infographics
• Explains:
– Complex to Concise
– Timeline
– Processes
– Procedures
– Metaphors
– Analogy

45. Create Infographics
• With:
piktochart.com
picmonkey.com
visual.ly
easel.ly

46. Create Meme
• Depicts
– Compare and Contrast
– Humorous situaUons
– Specific references
– Current affairs

47. Create Meme
• With:
Memegenerator.net
Quickmeme.com
Livememe.com
Imgflip.com

49. Create Graphics
• Shows:
– MoUvaUon
– Quotes
– EmoUons
– Diagrams
– Posters
– Screenshots
– Awards

50. Create Graphics
• With:
Instaquote.com
Slideshare (powerpoint)
Canva.com
wordle.net

51. Create Video
• For:
– Campaign
– Teaser/Trailer
– Short Film
– Street interview
– Musical
– Panel
– Keynote
– Interview
– Live Streaming

52. Create Video
• With:
animoto.com
powtoon.com
VivaVideo (App)
Video Editor (App)

53. Create Podcast
• For:
– Radio interview
– Audio Book
– Live recording
– Songs
– TesUmonials

54. Create Podcast
• With:
Soundcloud.com

55. Content CreaHon Outsourcing
– CreaUvity
– Time Efficiency
– Bener Resource AllocaUon
– ObjecUvity
– …

56. Content CreaHon Outsourcing
• fiver.com
• guru.com
• elance.com
• seoclerks.com
• Whitespace.asia

57. #2 – Social Media Engagement

58. The Science of Engagement
#2A
The Principles of Good Engagement

59. Google : Search
(We searched for informaHon in the past)
Social Media : Share
(Today, informaHon is shared for us)
Old Internet Age versus New Internet Age

60. EXPERTISE
KNOWLEDGE

61. Do it Yourself.
Be Responsible for what you post.
Own your Voice

62. C o l l a b o r a t i o n
Find a small MasterMind team
Exchange ideas with others in the industry offline
Share whatever material company is offering

63. Be Interesting. Be Insightful

64. Be Interesting. Be Insightful

65. Be Innovative!

66. CreaHvity is the key to social media’s anenUon
Personal story telling is the best sharing

67. Be Adaptive / Be Authentic

68. Listening > Talking

69. Listen. What is ….?
• BFF ?
• WTF ?
• LMK ?

70. Science of Engagement Quick Recap
Share More; Sell Less
Ownership versus Outsourcing
CollaboraUon is the new CompeUUon
InnovaUon is Key to Content CreaUon
AuthenUcity versus Authority
Listen Twice as much as your share

71. The Art of Engagement
#2B
The “A,B,C,D,E” of Good Engagement

72. “How To…” QuesHons
How to ace your job interview with ease?
How to get top bloggers to support your campaign with a
shoe-string budget?
How to give your boss feedback without losing your job?

73. Best “Answers” to Burning QuesHons
Are you making these mistakes when you do
networking?
End your Struggle with Managing SEO & SEMs
Have you ever wonder why some companies are
extremely successful in trade show?

74. “CondiHonal” Statement
If ________ Then _________
(First blank, simple acUon or skill; Second blank, result your readers want)
__________ Like ______________
(First blank, big goal or dream; Second blank, someone famous who’s done it)
Create ___________ You _________
(First blank, something people want; Second blank, why they want it)

75. “Direct” Statement
The ________ Guide to _________________
(Fill in with a powerful adjecUve, then your USP)
____ Shortcuts to ________ Success
(First a number, then your topic)
______ Ways to ___________
(First blank, big number; Second blank, your topic)

76. “Expert” Statement
Are You Making These _____ Mistakes When You ____?
(Fill in with a number or acUon word, then your topic)
The ____ Biggest Problems with ________
(First a number, then your topic)
What ______ Won’t Tell You About ___________
(First blank, authority figure; Second blank, your topic)

77. Art of Engagement Quick Recap
Ask How: Straight forward way to get AnenUon
Provide Best Answers: Establish RelaUonship
Be CondiHonal: Filtering Process of target audience
Be an Expert: Establish Authority and Credibility
Be Direct: Create Engagement

78. #3 – AcHvaHng Your Ambassadors

80. Professional Profile Photo (Headshot)

81. Concise, ImpacNul Profile Headline

82. Well Wri^en / Developed Summary
1. Who are you?
(Personality)
2. What do you do?
(Role)
3. Why I am
unique? (X Factor/USP)

83. Well Constructed List of Professional Experience
Work Experience
Good!
Work Achievement
Be^er!

84. Well Developed Skills & Endorsements
Top skills
Be^er!
Good skills
Good!

85. Well Developed Skills & Endorsements
Top skills
Primary!
Good skills
Secondary!

86. RecommendaHons from Customers & Colleagues
• How did you know me?
• What did I do for you?
• How do you feel about my
performance?
• What are three work ethics you
like?
Leading QuesHons:

87. Involvement in Select LinkedIn Groups
• Search
• Join
• Ask
• Contribute
• Share
• Create

88. Highlighted Projects

89. PublicaHons / Wri^en Works
• Personal Blog
• ArHcles to the press
• ContribuHng author to a book
• Whitepaper
• Wikis

90. “All-Star” Linkedin Profile Cheatsheet
ü Professional Profile Photo (Headshot)
ü Concise, Impacuul Profile Headline
ü Well Wrinen / Developed Summary
ü Well Constructed List of Professional Experience
ü Well Developed Skills & Endorsements
ü RecommendaHons from Customers, Peers & Colleagues
ü Involvement in Select LinkedIn Groups
ü Highlighted Projects
ü PublicaHons / Wrinen Works

91. #4 – Building your Tribe (Following)

92. #1
All staff
add company page
as workplace

93. #2
Selected staff
contribute long post
on Linkedin Pulse
Unearth blogging
talent

94. #3
All staff should share
relevant company
page updates on
their status

95. #4
SUck to regular Uming
for scheduled posUng.
Avoid ad-hoc posUng.
SHck to a RouHne

96. #5
Use Linkedin company follow plugin
on your website

97. #6
Share Youtube
videos to get more
engagement from
exisUng followers
Video Content
Is King

98. #7
OpUmize your LinkedIn page for search
engines. Include relevant keywords in your
descripUon
Think SEO

99. #8
Leverage Slideshare for
thought leadership

100. #9
Paid Follower AcquisiUon
Sponsored Updates

101. #10
Post Job OpportuniUes from Career Page
Ripe Talent Community

102. #5 – Content Scheduling

103. 5a. Tools for Scheduling
h^p://www.hootsuite.com

104. 5a. Tools for Scheduling
h^p://www.buffer.com

105. 5b. Template for Scheduling

106. 5b. Template for Scheduling

107. 5c. Templates for Linkedin Page Graphic Size
andrew@andrewchow.sg

108. Building a business case
• Be clear on roles & responsibiliUes. ArUculate &
quanUfy what you need from them. Know whats in
it for them
• Be transparent & measure proof of concepts
• Show them candidates are not just for HR – they
impact the business

109. Be Specific & Measure

110. Measure, Learn & Repeat

111. Candidates are not just for HR

112. 112

115. Offer:
Introductory offer: USD$6K
- USD$5K worth of sponsored updates credit with Linkedin
- 4 status updates
- 1 hour content consultaUon
- response management best pracUce
- Valid Ull 31st May, 15
- Limited to companies that have not subscribed to Sponsored Updates with
Linkedin yet.

116. Breakout Sessions
Breakout 1
Facilitator: White Space
Topic: Developing a content
calendar
• Recommended for new
users and users who have
been posUng updates on
an ad hoc basis
Breakout 2
Facilitator: Andrew Chow
Topic: Persona TargeHng
• Recommended for users
who already have a
content calendar, or have
been posUng updates on a
more regular basis