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Using social media to meet HR oibjectives
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John McGrann
CEO
Drive Social Media
1. Defining Web 2.0
2. Analysing key deliverables of HR teams for success
3. Insight into successful social media strategies
4. Communicating and collaborating using social media
5. Examining organisational policies for using social media
6. Sharing success stories
7. Showing how HR will drive performance using social media
Internet technology began in the mid-2000s
Greater user interaction with web content
Virtual community
Social Media
Social Networking sites
Blogs
Wikis
Video sharing sites
Hosted Services
Web applications
Mashups
Folksonomies
Internal Consultant
Recruitment Remuneration
Performance Training & Dev
Benefits of Social Media for Business
• Promote your website & business!
• Support marketing, PR and customer service!
• Grow your network quickly!
• More website traffic!
• More sales leads!
• Build business partnerships locally & globally!
• Drive cooperation & collaboration amongst stakeholders!
Minimal time and
cost investment!
Latest trend in the word-
of-mouth marketing!
Warmer Leads!
More than 800 million potential
customers !
Do You Agree?
People are 3 times more likely to trust the opinion of others in
their network rather than traditional advertising
Knowing & Liking & Trusting You
Serving your customersGlobal world
Opportunities & Competition
Build a network
Find your niche audience Lifetime Asset
Not About Products or
Services
It’s all about Customers!
• YouTube
BIG 4
2 Sides to the coin = Find Customers + Find Partners
Micro-blogging site
Limited to 140 characters
140 million people on Twitter right nowFastest growing and likely most powerfulFind customers & Be Found www.Search.Twitter.comJoin Conversations and communications – use #Grow Connections quickly -Follow & Follow Back90% of Tweets not read but are indexedConnect to your other Social Media tools
Twitter features:
580 million people right now
Business Casual
Personalise your business
Invite your connections
Find Customers
1 Fan Page per business
Viral messaging built into it
Write on my wall
Profiles all searchable
Excellent privacy settings
Strict Terms of Service
Facebook features:
140 million professionals
Networking
Professionals over 40
It goes three levels deep
Be an open networker
Groups are very targeted
No direct emailReceive Introduction or via
groupOwn photo & Upload your
resume Get some recommendations!
Self-policed community
Invitations - sent and accepted
LinkedIn features:
2nd Biggest Search Engine
75 million unique views a month
Free video sharing
Video is so powerful for personalization
Videos rank really high in Google –owns You Tube
Keywords in the video title and in your tags
Add subscribers
Don't need a video camera – Flip Camera
Use your PowerPoint slides
‘Call to Action'
Traffic Geyser – 30 video sites
YouTube features:
Step 5: Maintain Presence
Step 4: Nurture Relationships
Step 3: Expand Reach
Step 2: Establish Presence
Step 1: Develop A Strategy
Execute for each social
media tool
Ask Questions and Brainstorm
Define the attributes of
your best customers -target them
Define your brand from the target’s view
1. What is your brand ?
2. What is it that you do?
3. What is in it for me? (Prospect)
Use an Elevator pitch in two to
three sentences:
Step 1: Develop A Strategy
Traffic
Sales
Leads
Comments
Inbound linksRankings
Customer satisfaction
Employee satisfaction
Track promotions
Step 1: Develop A Strategy – Measuring ROI
Establish Your Presence on Big 4
• YouTube
• + 2 or 3 Niche Sites
• Same Elevator Pitch
• Same Photo
• Same Profile
• Include links to all of your other profiles
• Follow Competitors
Step 2: Establish Presence
Optimize Your Profiles to be
Found
Related keywords
Every possible abbreviation
Keyword density
Be very active and be
connected
Need big networks so that you can
be found
Step 2: Establish Presence
100 + new connections weekly
Continually Expanding Your Reach
Invite group members to connect
Personalize your invitations
Build across all of your sites
Be visible - be out there in discussions
Don't be plugging your website on social sites
Search.Twitter.com - targets
LinkedIn – from Twitter
Facebook – all lists & points
On YouTube - subscribers
Step 3: Expand Reach
1. Engage connections + ask them questions
LinkedIn -‘Answers’ and
Groups
Twitter - open or Direct Messages
Facebook -Pages,
Groups or Friends
2. Be a thought leader - blog
3. Be Yourself & Be Consistent & GREAT CONTENT
4. Ask connections how YOU CAN HELP THEM
5. YOU ask for HELP + for referrals + business
Step 4: Nurture Relationships
• Connections alone are of little value!!
• Main ways to build relationships - use them all!
Twitter connections -
invite to Facebook Page
LinkedIn connections -
invite to Facebook Page
Connect on all those channels -
multiple touch points
Each social site has different
unique benefits:
On Twitter
Short Points + Connect Easily
On Facebook
Relax + Promote Your Business
On LinkedIn
Formal Business + Networking
Step 5: Maintain Presence
Meet on
Social Media Site
Blog
Fan Page
Group
Website
Step 5: Maintain Presence
Bridge Strategies
Always be in front of your audience
Communicate Every Day
Use Best Practices
Use Right Tools
Accountability Partner
Seriously Consider Getting Help
Step 5: Maintain Presence
Be Consistent!
Keep them interested +
happy!Incentivise them!
Talk about them -will reciprocate!
Step 5: Maintain Presence
Train Your Customers to Talk About You
1. Start with the end in mind - your website / sales process
2. Best sites for your business – Big 4 + niche
3. Set up your profile so you can be found
4. Find your customers - in groups, pages, sites etc.
5. Work on building partnerships
6. Leverage the strength of each social media platform
7. Build a bridge to your business - Groups / Blogs / Pages
8. Cross-connect all of your connections into multiple places
9. Get help with the consistency - have a plan
10. The most important thing –Personalisation
Knowing - Liking - Trusting
The DOs
• Be Natural
• Be Respectful
• Treat People As You Would Offline
• Add Value
• Give More Than You Take
• Offer Help
• Ask For Help
• Engage For The Long Haul
• Nurture Relationships
• Act Responsibly
• Use A Real Photo Of Yourself
• Be Nice
The DON’Ts
• Be Rude From Behind Your Keyboard
• Sabotage Others’ Efforts
• Abuse Sites For Short Term Gains
• SPAM
• Build ‘Lists’ For Email Marketing
• Be Over Demanding
• Plug Your Website Or Self-Promote
• Use A Fake Name
• Overuse ‘Awesome’ or ‘Amazing’
• Tag Photos Without Permission
• Don't Publish & Compromise Yourself
• Post When Intoxicated, Angry or Upset
Externally:
Use Facebook, Twitter & LinkedIn groups & pages!
Niche sites too
• Complementing your LinkedIn / Facebook / Twitter features!
• Super Features Included!
• For Real Organizations & Virtual Communities!
Internally:
Exclusive real time micro blogging site
for business professionals without
the noise!
Real time communication features:
Create & manage groups - open or private
Cross posting to Twitter and use Ping.fm
Embedded videos
Track topics – File Sharing – Long Posts – External feeds
Highly scalable
Reporting & statistics
Target messages to individuals, groups or everyone
Invite users – from Yahoo – MSN – Gmail - Outlook
Shrink url
Help & Support team
Updates via email, IM, MMS and SMS
Applications connections & Customizable
SaaS & Behind the Firewall
Real time communication benefits:
Business & IT project teams - collaboration / less meetings
Reduce email activity and costs
Sharing knowledge internally –’real knowledge management’
Sharing online expert knowledge
‘Conversational communication’ is more efficient
‘Conversational communication’ is key for leadership - Blogs
New ideas are much more likely to arise with engagement
Employees gain company perspective & feedback for efforts
Crowd sourcing for current clients, prospects or projects
Real time updates to/from internal & external stakeholders
Cross connecting with other social media sites
Create groups including private (not visible)
More benefits:Empowerment of employeesSupport appeals for assistanceEncourages thought leaders via blogs Personalisation via profile and conversationsProtect membership using invitation only entryOpen to multiple email domainsVideo is powerful for personalisationOptimal uptimeIncrease lead generationSupport product developmentBetter customer serviceCross connecting with other social media sitesSaaS or Behind the FirewallCost effective recruitmentSource new business partnershipsSupports change management
Best practices –
Corporate Blogging policy
Corporate Culture:
Trust:
Training:
Transparency:
Accuracy:
Comments:
Source: http://www.socialmedia.biz/social-media-policies/
Best practices including reference to:
Legacy guidelines:
Developing new guidelines:
Legal Department:
Employee Communications:
Whose views?:
Allow constructive criticism:
Responding to comments:
Acknowledge mistakes:
Deleting confidential information:
Podcasts and videos:
Social media:
Source: http://www.socialmedia.biz/social-media-policies/
Best practices
Protect privacy:
Respect your audience:
Respect competitors:
Consider the impact on revenues:
Disclosure:
Customer feedback loop:
Citations:
Don’t break confidentiality
Communicate this policy clearly to employees:
Platform:
Pace of adoption:
Source: http://www.socialmedia.biz/social-media-policies/
NOVARTIS ONCOLOGY
Sprint
(extending social media platform)
American Express (internal blog for vice chairman)
NOVARTIS ONCOLOGY – 5,000 employees globally
• Consistent internal culture that celebrates employees’ unique stories
• Meeting the company’s ambitious hiring goals
• Acknowledge the critical contributions of employees
• Generate excitement among employees to share their stories
• Showcase the diversity of associates and the wide range of their cultures
• Flip cameras were distributed to Novartis Oncology locations around the world
• Employee testimonials on video
• An Incentive-Based Employee Referral Program
• SUCCESS!
SPRINT – 49,000 employees nationwide
• Social media platform Sprint Space in May 2008
• Educate employees about new products, services and pricing plans
• Understand the nuances of the Wholesale business model
• Build grassroots support for changes to the customer satisfaction survey
• Educate and engage employees in a dialogue about our corporate strategy
• Support special interest groups
• Integrated the social media channel into overall internal communications
• Open communications capabilities
• Sprint’s corporate goals are to build its brand, protect the company’s reputation and to deliver an exceptional service to customers
• SUCCESS!
AMERICAN EXPRESS – Vice Chairman’s Blog
• Three core goals for Ed’s Blog:
• To create a non-traditional communications platform
• To increase the frequency and quality of employee dialogue with the vice chairman
• To measure its impact holistically
• Results;
• Achieved outstanding employee engagement results through an intranet-based communication platform called Ed’s Blog
• Constant dialogue with staff
• SUCCESS!
Happier employees -McDonalds
Product development
- Lego
Customer service -Comcast
Customer service -
Starbucks
Sales -Amazon
Promotion -Burger King
Success Stories!
+ 1000s of small & medium size businesses
• Share knowledge & knowledge management
• Best practices
• Supports change managementInternal consultant
• LinkedIn targeting
• Online Interview
• RecommendationsRecruitment
• Share knowledge
• Research
• OutsourcingRemuneration
• Communication & Collaboration
• Benchmarking
• Leadership & Empowerment
• Sales & Marketing & Customer Service
Performance
• Sourcing
• Referrals
• Online & RecordedTraining & Dev
Any Questions
John McGrann CEO
www.Drive-Social-Media.com
+971-(0)561353599
Video
Social Media Here To Stay
Are You Ready?
by
Socionomics
