@BbeS Changing to @BryanSCoe on November 14, 2014

@BbeS ---> @BryanSCoe Nov-14-2014Now that our merger is complete. We’ll be operating under the Scheffey Integrated Marketing name. That means we’ll be tweeting under @Scheffey. The official Blackbird e-Solutions Twitter account will now be managed solely by our founder Bryan Coe. Bryan will merge his personal account into @BbeS  and change the name to @BryanSCoe.  The old personal account will then become @BryanSCoe1. If you follow @BbeS on Twitter have no fear, you won’t have to do anything to continue following Tweets from Bryan. If you are following @BryanSCoe please switch over to @BbeS by 11/14/14, after that the personal account will change to @BryanSCoe1.

Thanks!

September Tweetup in Lancaster PA

 

Lancaster PA Tweetups every 4th Thursday at 7:30 AM

It’s only a few days until the September TweetUp! Join Blackbird e-Solutions LLC as we co-host this month’s Tweetup at Commonwealth On Queen.

Thursday, September 25, 2014

Every month we seem to get more “Tweeple” at our monthly Tweetups. There’s no real agenda just a chance to meet a few new people and enjoy good conversation.

This is a public event so invite your friends too! We’re looking forward to seeing everyone again this month.

RSVP Here

Be sure to follow the hosts at @BbeS and @CommonWealthOnQ

We’d love to hear from you. Share your twitter handle in the comments!

The Mantra of Digital Marketing: Be of Value!

Strive to be of value albert einstien

 

Some great words of wisdom from Albert Einstein. This is something that directly applies to Digital Marketing. “Strive not to be a success, but rather to be of value.” The key here is “To be of VALUE.” By creating something of value, success will follow.

Here are 3 things to think about when creating content:

  1. Is it valuable to someone? (other than yourself)
  2. What am I providing that is unique?
  3. Is it timely information?

August TweetUp In Lancaster PA

Lancaster PA Tweetups every 4 Thursday at 7:30 AM

It’s time for our monthly TweetUp! Join Blackbird e-Solutions LLC as we co-host this month’s Tweetup at Commonwealth On Queen.

Thursday, August 28, 2014

It’s a great way to meet a few new people and enjoy good conversation with your morning coffee.

We had a great turnout last month. We’re looking forward to seeing everyone this month.

RSVP Here

Be sure to follow the hosts at @BbeS and @CommonWealthOnQ

How Staffing Agencies Can Leverage Facebook Graph Search for Recruiting

Last February I wrote a piece about Facebook’s, then new, Graph Search (Clarifying Facebook Graph Search). The post centered on how Graph Search worked and what digital marketers need to do to take advantage of it.

“Think 6 degrees of separation. Graph Search is Facebook’s attempt to really use their platform to find information.”

facebook graph searchToday I’d like to talk about how staffing agencies can leverage Facebook’s Graph Search for recruiting.

Graph Search has been live for a little more than a year and with it Facebook has revolutionized the way that you can find information on Facebook. As I often say, “Social Media is like word of mouth on steroids.”

Graph Search makes it so you don’t even have to ask your “friend’s” opinions because it’s all already on Facebook!

What they’ve done is further developed Facebook’s traditional search functionality and gave it the ability to better understand natural language, making it much more intuitive and precise for searchers. This means users can search using natural language to find things such as people, events, personal information, photos, interests, or a combination of all of these and more. Here are some examples:

  • Friends who are interested in soccer
  • People who graduated from University of Tennessee
  • Nurses who live in Cherry Hill NJ

Search Tips for Staffing Agencies and Recruiters

As you can see from the list above, one of the things you can search for is Job Titles (nurses, fork lift drivers, etc.). You can also refine your search by adding a location: “Fork Lift Drivers who live in Philadelphia, Pennsylvania”

Forklift drivers philadelphia Graph search

Furthermore you can refine your search by using a particular Employer’s Name. If you want to recruit from a particular company, or someone that has worked there you can simply search for the company or organizations name. If you would like to find particular job title from that organization you can refine it like this: “Software Developers at Google.” And Facebook will show you a list of software developers at Google.

Facebook Graph Search: Software Developers at Google

Another example: “Nurses at Children’s Hospital of Philadelphia”

Facebook Graph Search: Nurses at Children’s Hospital of Philadelphia

Let’s say you are working on filling a position for a company that will only hire from Ivy League schools. Facebook Graph Search can help you there too. You can search for graduates of Wharton Business School by searching by Education. “People who graduated from The Wharton School”

Facebook Graph Search: People who went to The Wharton School

You can also add the year: “People who graduated from The Wharton School 2013”

Facebook Graph Search: people who graduated from the wharton school 2013

Sample Search Queries for Staffing Agencies and Recruiters:

  • (Job Title) who live in (location of position).
    • Engineers who live in San Francisco
    • Nurses who live in Philadelphia
  • People who graduated from (University)
    • Doctors who graduated from Georgetown University
    • Accountants who graduated from Pennsylvania State University
  • (Job Tittle) at (company)
    • Fork lift drivers at Costco
    • Office Managers at Vanguard

Leverage Graph Search Filters to Refine Your Recruiting Efforts.

You may find that Facebook is returning lots of results when you use some of the broader search parameters such as location. Luckily though, Facebook gives you many options to refine your search. When searching via Employer’s Name, you can then filter using things such as “Current City”, “Gender”, “School”, etc.

Or for Education you can further refine your candidate search with “Employer”, “Degree”, “Concentration”, etc. These refinements could be useful for finding someone that lives close to where the position you’re recruiting for is located, or if the employer is requiring a certain type of degree.

facebook graph search filters

Contact Prospective Employees Directly

By using Facebook Graph Search for recruiting you also get the option to contact candidates directly via their profiles. You may find that in many cases when you try to message a prospect via their profile, you are shown the message, “Your message will go to Art’s Other folder because you aren’t connected to him on Facebook. See More.”

Similarly to LinkedIn’s paid accounts where you get a certain number of messages to people you aren’t linked to, Facebook allows you to pay to contact people you are not connected to. The difference is Facebook does it on a Per message basis; $1 per message. This is a great low cost way to directly let the recruit know you value their skills enough to reach out to them.

 

contact prospective employees via Facebook Messenger

 

Are There Any Challenges to Using Graph Search to Recruit?

Like anything, Graph Search has some challenges. One of the biggest challenges is your search results depend on what people have included in their profiles. Unlike LinkedIn, Facebook is traditionally a more social platform that people use to connect with friends and family, so not everyone will have their employer or job title filled in. However despite this limitation the up-side for staffing agencies and recruiters is that Graph Search provides more personal data such as, hometown, current city, gender, interests, activities and more.

The ability to customize search with Facebook’s Graph Search is its biggest benefit to recruiters and staffing agencies. LinkedIn is a great resource to find white collar talent, however using Facebook will give a competitive edge in recruitment and talent acquisition because it offers access to passive job seekers and prospective employees that traditionally don’t use LinkedIn.

Does your agency use Facebook Graph Search for recruitment? What success have you had with it? We’d love to hear your story.

digital marketing strategy

4 Steps to Understanding if Facebook & Twitter Ads Really Work for You

I just read an article about a Gallup Poll that claimed Facebook and Twitter ads do not influence people to buy.  In the post they stated:

According to the polling firm’s latest “State of the American Consumer” report, released Monday, just 5% of Americans say social media advertising has a great deal of influence on which products they buy. In fact, 62% of the 18,000 people Gallup surveyed said social media advertising has no effect on their purchase decisions at all.

If you go directly to the Gallup Poll you’ll see the numbers

social media gallup poll

 

social media gallup poll

If you look at the stats 35% said they did influence them. The writers of the poll also tried to trivialize the number of millennials that are influenced. Their poll shows 50% said that social media ads do influence them. That doesn’t sound too bad… if you understand marketing at all.

First of all the Gallup Poll is an outdated non-scientific study that was developed before the digital age and is inherently flawed.  If you really want to know if ads work for you, try a more scientific method.

4 Steps You Need to Take to Really Understand if Facebook & Twitter Ads Work for You

  1. Define what a conversion is for you.
  2. Use social media ads to drive to your site.
  3. Create a proper landing page that drives conversions
  4. Use a third party website analytics tool to track visitor engagement and conversions.

Tracking real metrics will give you the proof one way or another. Data about conversions can’t lie. Either you have enough to make it worth it or you don’t.

return on investment roi

Social Media Meets Real Life at the June Tweetup

Lancaster Tweetups june

Social Media meets real life! Next Thursday we’re hosting June Tweetup!

Come out and join us for some coffee and networking.

See you there!

Don’t forget to follow ths hosts on Twitter @BbeS & @CommonwealthonQ

Here are the details:
When: Thursday, June 26th at 7:30am
Where: Commonwealth on Queen
Want to join? Let us know! Follow the link to RSVP: June Tweetup

Which Marketing Channel Will Give You the Best Results? [Infographic]

This is a very interesting study performed by Conductor.  We often here people, even other marketers, touting that, “SEO is dead” or “Email is dead.” According to this study they are both alive and kicking!

The study examined four areas:

  • Social media marketing
  • Email marketing
  • Paid ads (Paid Search and Paid Social Ads)
  • SEO

They also looked at metrics such as:

  • Which marketing channel gets the most visitors?
  • Which brings in the greatest amount of qualified leads?
  • Which channel gets the most customers?
  • Which sparks the best engagement?
  • Are there different effects on B2B and B2C companies?
  • Which channel has the highest ROI (Return On Investment)?

The results may not be the same for every industry or company, but you may be surprised at what was discovered.  View the results in the infographic below.

Best marketing channels in 2014Want to use the infographic for your blog? Get the original here: [Infographic] Which Marketing Channel Gets You the Most Bang for Your Click?

We’re Co-hosting the Lancaster Tweetup This Thursday 7:30 AM

Lancaster Tweetups February Tweetup

Tweetups are back!

We’re bringing Tweetup back to Lancaster. This Thursday morning at 7:30 at Commonewealth On Queen, 301 North Queen St. Lancaster.

Special thanks to Mark Reinmiller for offering his cafe. For more info and to RSVP: Lancaster Tweetups February Tweetup

Join us for breakfast, coffee and good conversation from 7:30 until as long as the conversation keeps going!

Don’t forget to follow us on Twitter @BbeS

Internet Marketers Did Not Invent Content Marketing

Did you know content marketing is not a new concept?

michelin guide

 

In 1900 Michelin created the Michelin Guide. This is an actual book of content that was used to inform and educate customers. They created a value to customers and potential customers, which in turn created trust. The books included ways to maintain your car as well as travel tips and help.

Jell-O Book of recipesJell-O had an earlier start with their book of recipes in 1906. This may have been recipes they created or recipes from their customers. The effort helped Jell-O push their sales to over $1 million, which was quite an accomplishment at that time.

 

So, what’s different about today’s “Content Marketing?”
  1. The scale of how many people you can reach and how fast.  The internet has made it easy to reach millions of people with out ever leaving your office. In the early 1900’s marketers were limited by distribution, how to get their books to the general public.
  2. The cost of producing content is much lower.  With the internet, there’s no printing cost, no shipping cost and no inventory to try to move. You can produce content yourself and the only cost is your time. Of course time is money, so if you don’t have the time you can pay someone like us to create great content at a fraction of the cost of a producing a book.
  3. Search brings your customers to you. With the invention of the search engine, it is now possible to get your product in front of people exactly when they are looking for it. The original guides and recipe books may have sat on shelves for months until someone found them or the right person walked past the shelf where they were.

The big question: Why should YOU use Content Marketing?

  • Content marketing is a great way to build trust with your customers and potential customers. Just thing about the Michelin Guides. If I’m an avid user of the guide books. I’ve seen that the tips they’ve given me about lodging, or the best tourist sites in Vancouver. Plus, I found great tips for taking care of my car during the long drive to get there. What company do you think will be top of mind when I need tires?
  • Plus, when you start creating great content around your products and services, the search engines will start showing your content to searchers when they are looking for services and products like yours. This gives you exposure and because you created useful interesting content people are more likely to read your content as well as share it. This will keep them coming back and build the trust that makes them think of your company when they are ready to buy.