The Content Conundrum

HCI WebinarJune 30, 2015

Patrick Rooney, QUEsocialBryan Chaney, Twilio

SUPPLY

DEMAND

500% increase in web content

over next 5 years

• The average person consumes 10 hrs of content per day.• The average Twitter user retweets 1 in 318• The average Facebook post gets shared 0.5%

Hi! Notice me…. Please?

Time for a

TRUE STORY.I swear I’m not making this up.

.

• Reached 70,000 connections• 326 pieces of content shared 15,783• 20,973 clicks = .25% CTR – in qualified networks• 8,478,903 impressions• 123 TA “wins” – including referrals and hires• Earned Media Value = $76,310 qtr/ $305,240 annual

How?

unique and specific

resonates

bias toward action

cross channel: social, brand properties, mobile, and ambassadors.

79% jobseekers use social media.

89% think mobile is

important for job searches

90%of F500 career sites do

not support mobile. 45% use mobile to

search

86%

use social if in first 10 years of career

Employees are your most trusted voices.

92%

70%

80%

65%

96%

trust friends and family opinions above any form of marketing

more skeptical of claims made by a company than 4 years ago

look for people and culture fit with employers

hear about companies through friends and job boards

important to work for a company that embraces transparency

47%WOM

Content Is Currency

RelevantInteresting

UsefulSharable

Actionable

PRO TIP:Aim content directly at individuals.

(most software developers can’t cook.)

3rd Party Brand Jobs60% 10%30%

Consumable Content

Think you don’t have enough content? Think again.

Look out: Industry sites, feedly

Look in: EGC, Newsroom, Mktg, CSR

CTA: Go Deeper

Join our Talent

CommunityApply

for a jobFollow us on social

Types of Conversion

TIMING TRUST

TALENT COMMUNITY

SOCIALAFFINITY

TIME

APPLICATION

Conversion Content

Conversation Content

Beyond Anecdotes

Conversion - 2.337 clicksConversation - 3.611 clicks

+54.27%

Keys to Success

Define your objective

Align with business goals

Define key messages

Is your JSP code strong enough to pull the ears off a gundark? Have I got a challenge for you. #devlife http://bit.ly/CallToAction

Defining Messaging

Is your JSP code strong enough to pull the ears off a gundark? Leave the dark side and join our development team. http://bit.ly/CallToAction

Looking for a challenge? Don't wait(1000)notify(http://bit.ly/CallToAction)

(This is gundark…)

Keys to Success

Define target profileDefine content mixIdentify channelsRecruit/train ambassadorsAssign someone on point

Keys to Success

Measure, adjust & experiment• Reach• Volume • Engagement• Call to Action Conversion• ROI

Re-Calibrate content strategy

Measuring Engagement

Like / Favorite

Follow / Fan

Comment / Reply

Share / Repost

Measurement

846 clicks

258 from

42 registered

Patrick Rooney@patrick1rooney

Bryan Chaney@bryanchaney