Who she is – part deux
Founder/CEO & Chief Trouble Maker Joanna Pineda of Matrix Group International and I continue talking on the difference between ‘users’ and ‘visitors’ to a website, social media results (and theories), plus social media’s impact on recruitment.
Pineda’s interactive agency has been around since 1999; and while helping associations and non-profits develop interactive online presence, Matrix Group has grown to be the 6th largest interactive agency in the DC region.
Listen while you work: 6 minute audio
Work at your desk and hear Joanna talk shop in the background on making trouble, re-perceiving your clients, executing social media, and more.
Or read on for the written version of her interview’s second installment.
Warning:
Keep in mind the audio cast brings a bonus conversation in addition to below. So hey, just follow the hyperlink above and hit ‘play’ to not miss out!
Can online media find Jeddah the missing dog?
Matrix Group recently re-launched their website that frames client commentary and easily links to their Flickr photos, blog (…for which Joanna creates content personally), plus favorite bookmarks. In light of the site’s social media focus, I asked her to describe a recent social media campaign by Matrix – Jeddah’s story.
Joanna:
I have a client who helps animals that need medical care. She heard about a missing dog named Jeddah who escaped from her travel crate at Dulles Airport. The client wanted to launch a website to help Jeddah’s return (and actually set up a domain through Network Solutions).
“If they were apart of the Matrix social media fabric, they heard about Jeddah.”
Jeddah’s story and Twitter form a community
After designing the site, we setup a Twitter account with each Twitter update on Jeddah feeding into the site. What was interesting to me was for about two weeks since setting up the site and Twitter account, I’d ask after random meetings with different groups if they’d heard about Jeddah’s search. And if they were apart of the Matrix social media fabric, they were informed.
“I was seeing the multiplier effect.”
But what was fascinating to me was learning that people who did not intersect with our social media community, generally did not know about the story. I was seeing the multiplier effect. To us within our social media community, it felt like Jeddah’s news was all over the place. But in reality there were just two or three mainstream media mentions out there for the public to even access (vs our intersections in Matrix social media and HelpFindJeddah.com where everyone knew and were offering help).
Note: Jeddah’s online effort continues. Her whereabouts remain unclear.
Need to jive: how social media affects recruitment
Joanna:
A mix of generations X, Y, and Millennials takes interest in working at Matrix. For the Millennials and some from the Y generation, it’s a lifestyle choice to come here. But Matrix needs to jive with them too. I find our company’s social media gives potential employees a sense of this ‘jiving’ as a culture. It – our online presence and social media – helps them to envision themselves here.
When interviewing candidates, sometimes I get asked about our green strategy where as I’m thinking ‘talk to me about money!’ It’s social media and needing lifestyle values which help to inspire this exchange on values.
Social media allows us to reach a hiring audience we haven’t reached before.
Candidates are lurking and keeping tabs on us as employers. We each make the mutual decision to hire each other. And as for potential candidates, I expect them to be always surfing and online practitioners as well. And as they [potential candidates) find us online – our company’s pics, blogs, etc create an intimacy with the candidate with who we are. With this online participation in place, the candidate thinks ‘the company has let me in’.
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Part 1 of Joanna Pineda’s CEO Conversation
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