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Friends, Fans, Connections & Tweeps: A Social Media Primer for HR
Sharlyn Lauby, SPHR, CPLP
ITM Group, Inc.
www.itmgroupinc.com
Today’s Presentation
• Realize the trends
• Understand the impact
• Discuss common social media sites
• Outline pros/cons
• Present a strategy framework
Why use social media?
• Everyone is using social media
– 60 million people (Social Computing Magazine)
– 600,000 new users to Facebook each day
– 66% increase in blog reading
• Manage your online reputation
• 35% of Fortune 100 is using it (Ford, Dell, Comcast)
• Low cost, if not no cost
What does social media do?
• Builds trust
• Conveys transparency
– Mix of personal and professional
– Shows passion
• Has versatility
• Offers speed
• Provides cost efficiency
What kinds of social media exist?
• Blogs (readers)
• LinkedIn (connections)
• Facebook (friends, fans)
• Twitter (tweeps)
Let’s learn about Blogs first using the following video . . . lights please!
Company Blogs
• Establish corporate culture
• Communicate to customers
• Communicate to candidates
• Convey learning experiences
Human Resources Blogs
• EXCELER8ion | People ARE The Social Media –www.exeler8ion.com
• Fistful of Talent – www.fistfuloftalent.com
• HR Bartender – www.hrbartender.com
• HR Gumbo – www.hrgumbo.com
• Human Race Horses: Business for the 21st
Century – http://humanracehorses.blogspot.com
• Punk Rock HR – www.punkrockhr.com
• The HR Capitalist – www.hrcapitalist.com
• 12 million active users in 2008 (193% increase)
• Typical user
– Senior level (44% manager and above)
– Decision makers (66%)
– Over age 40
– College grad
– Makes over $100,000/year
Professional Uses for LinkedIn
• Networking
• Recommendations
• Job Search
• Freelance and/or Consulting Work
• Get advice
• Research People and Companies
LinkedIn Groups
• Society for Human Resource Management (SHRM)
• ASTD
• Human Resource Assn of Broward County
• JobAngels
• 175 million active users
– 50% + are outside of college
– Fasting growing demographic is age 30 +
• Typical user
– 120 friends
– 3.5 million users becomes fans of pages each day
• 3rd largest social networking site after Facebook
• 6 million users in 2009
• Average user age is 35
• Micro blog
• 140 characters
• Followers and Following
Tweeps on Twitter
• @shrm
• @SHRMcoo
• @hrflorida
• @bigbendshrm
• @sbshrm
• @nchrs
• @ammypay
• @joycechastain
• @hrwhisperer
• @carolmacd
• @sharlyn_lauby
• @millerwalt
• @smgharrison
• @mariaconfetti
• @worldatwork
• @shrmatl
Think of social media
• As an extension of your current communications etiquette
– Voicemail
– Faxes
– Memos
– Conversations with media
Pros and Cons
Pros
• New
• Can be fun
• Quick
• Access to information
• Brand awareness
• Competitive position
Cons
• New
• Takes time
• Misunderstood
• Loss of control
• Distraction
• Not right for company
A Strategic Approach to Using Social Media
STRATEGY FOLLOW CREATE ENGAGE
Marketing and Customer Relations
Your customers and potential customers who are interested in your and similar products or services
Content relevant to your customers: tips, company info, discount codes, and links to online promos and sales
Respond to comments about your and similar products/service; answer questions; check replies and direct messages
Brand Management
Your brand, products, relevant issues, industry leaders, related groups, news/media
Insights and expertise; become a thought leader. Direct to info and other resources
Be transparent and add value; answer questions and respond to comments; help others
Event CoverageThose interested or attending the event, media
Event information, updates, behind the scenes coverage
Create face-to-facemeetings; chat with attendees; ask and answer questions
Issue AdvocacyThose interested in your cause, industry leaders, media
Added value: issue alerts, background info, fundraising resources
Know your followers, thank them for support, get them involved
Implementing a strategy
• Decide your objective
• Find an evangelist
• Consider your employees
• Invest in technology
• Keep it simple
• Listen first
What can I communicate?
• Success stories
• Customer service
• Conversations
– Customers
– Prospects
– Stakeholders
– Media
Transparency and Control
• This is the hardest part
• You’ve already lost control
• Jargon, Clichés, Acronyms, Bravado
Social Media Builds
Relationships
Relationships Have
Influence
Influence Grows Your
Brand
Brand Increases
Market Share
Case Study #1 - Amazon
• Deleted sales rankings of gay and lesbian themed books
• Writer Mark Probst blogged about it
• Post was dated Sunday, April 12 at 2:08 a.m.
• Within 24 hours, here’s what happened:
Can you say wildfire?!
• #AmazonFAIL (#1 trending topic on Twitter)
• 5,000 blog posts
• The AmazonFAIL Group on Facebook with 1,200 members
• Online petitions – one had over 9,000 signatures
• Blogger launched online campaign to redefine Amazon rank…page was #2 in Google search
• Protest logo was created along with boxer shorts, t-shirts and other apparel
Case Study #2 – Domino’s
• Monday, April 13
• Two employees posted a video on YouTube
• As of last week, over 1 million views
– 3rd highest spot on YouTube
• Employees fired and facing charges
“Nothing is local anymore. That’s the challenge of the Web world. Any two idiots with a video camera and a dumb idea can damage the reputation of a 50-year old brand.”
Tim McIntyreSpokesperson, Domino’s
Responding to Attacks
• Monitor social media 24/7/365
• Respond quickly– “We’re looking into it.”
• Respond at the flashpoint– Create a credible presence in blogs & social media
• Educate workers
• Foster a positive culture
• Set clear guidelines– Add a crisis strategy
Case study #3: Zappos
• Sales
– Founded in 1999
– $1.6M in 2000
– $1B in 2008
• Complete Focus on Customer Service
“Don’t talk about the shoes.”
• Establish personal connection
– 12 blogs
• CEO
• COO
• 10 Consumer Interest (Parents, Health, Fashion, Runners, Outdoors, Extreme Sports, etc.)
• Almost 500 employees on Twitter
How Would I Get Started?
• Establish a few (1-2) social media related goals
• Consider updating your communications policy to include social media
• Offer training for employees
• Experiment with using social media for recruiting, training and other HR projects
• HAVE FUN!