3. • Static
• Centrally Managed
Web 1.0
• Slow to Change
• Unidirectional
• Tech Heavy
4. Brand
•Brand is not a logo
•Brand is not an identity
•Brand is not a product
A brand is a person’s gut feeling about
a product, service, or organization
6. Canadians View the Most Content
Canada beats the World and has the highest amount of Average Pages Per Visitor!
Canada
United Kingdom
Germany
United States
France
Japan
Italy
Russia
0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500
Average Pages Per Visitor - Total Audience
Source: comScore Media Metrix Worldwide, Persons 15+, Average Jul.‘07 - Sep. ‘07
6
7. Canadians Spend the
Most Time Online
Average Hours Per Visitor Per Month
Source: comScore World Metrix, February 2008
7
8. Canada a leader in Social
Networking
90.00 120,000
Online Reach%
Total Unique Visitors
80.00
100,000
70.00
60.00 80,000
Total Unique Visitors (000)
% Online Reach
50.00
60,000
40.00
30.00 40,000
20.00
20,000
10.00
0.00 0
Canada UK Brazil Chile Argentina Mexico United States
Source: comScore Inc. Multi-Country December 2007,
8
9. Social Networking Around the World
Reach of the Worldwide Web Population
February 2008 Avg. Avg.
Unique %Reach Minutes Pages
Visitors (Web per per
Location (000) Pop.) Visitor Visitor
World-Wide 538,375 65.4 205.6 499
United States 108,248 66.4 225.4 518
United Kingdom 25,502 76.7 308.6 719
Canada 18,181 84.3 349.6 828
France 17,583 52.0 176.0 531
Germany 15,794 53.7 186.0 480
*Person 15+
Source: comScore Inc, Worldwide Feb’08, All Locations,
10. Credible Web Presence
More 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
12. 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
28. 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
29. 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?
30. 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
31. 1 + 1 = 11
Because the mathematics of collaboration is
nothing less than MAGIC.
32. Any brand can be
charismatic
1. Differentiate
2. Collaborate
3. Innovate
4. Validate
5. Cultivate
… EVEN YOURS
33. ~ Anytime ~
Any place ~ Any way
Brand as story tellers
Let them “talk” about you
Create empathy, understanding & openness
Use different media to touch your customer
34. Strategic vs. Creative
On one side of the gap On the other side are the
are the strategic thinkers creative thinkers
Analytical Intuitive
Verbal Physical
Numerical Visual
Logical Emotional
Linear Spatial
38. It’s about understanding the
progression of success
Community
Visitor Prospect Candidate
Member
38
39. It is about THEM
It is not about you
It is about communicating with candidates
It is about engaging them on their turf
It is about becoming more transparent
40. Sources of Hires
Employment Website 21%
Referrals 19 %
General Job Boards 11%
Search Firms 8%
Campus Recruiting 2%
Other 6%
Niche Job Boards 6%
Social Networking 5%
41. What is your brand saying?
What are your strategies to
reach your targets –
students, employers, job
seekers?
42.
43. Mark R. Thompson
w: www.clubjobs.ca
e: mark@clubjobs.ca
t: 866-604-6823 X222
www.slideshare.net/clubjobs
www.twitter.com/clubjobs
www.delicious.com/clubjobs.ca
www.flickr.com/photos/clubjobs.ca
www.linkedin.com/in/markrthompson
