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April 12th, 2012 – 12:00pm to 12:30pm EDT
Presented by:Julie Andras
JAC! Creative Communications
The Power of Social Networking
Event #: 661 555 080 | Password: 1234For audio, call 1-877-668-4493
Social Media and Networking
• Social Media is not new; but the landscape changes rapidly
• Social Media is sharing of knowledge
• Social Media is a SocialSocially MediaMediated conversation
How pervasive is it?
• Half of Canadians are on social networks – over 17 million in Canada
• 2010 – 35% of online Canadians visited a social media site – now 50%
• 35% report that the time spent on a site has increased over the course of one year
• Age changing - Almost 2/3 of 35-54 year olds and over 40% of those over the age of 55 in Canada are now actively using Social Media
Top 3 Questions About HR and Social Media
• Which One?
• How Do I Start?
• What Value Will It Bring?
Which One?
• LinkedIn, Twitter, Facebook, YouTube, Pinterest, all have different strengths and weaknesses
• Community building tool -an effective way to engage and/or collaborate
• Determine the Goals - External? Internal? Both?
How Do I Start?
• Conduct a needs analysis
What Am I Doing Today
What Tools Am I Currently Using
Which Tools Are Working Well
What Do I Want To Do Tomorrow
What Tools or Resources Will I Need
What Value will it bring?
• How can my ROI be assessed?• Does it fit my corporate culture?• Will it build a community of interest?
The Tool Box
• Google+
• YouTube
Which Sites Are People Using?
How HR Uses Social Media
Internal Communications
Collaboration
Knowledge Sharing
Training and Orientation
Retention
• External Communications
Recruitment
Brand Positioning
Reputation Building and Management
Inside the Four Walls
• Benefits, Training, & Online Orientation
• Internal Communications & Collaboration
• Monitoring – watching for Red Flags
• Legal Issues & Employment Agreements
• Communicating policies on social media
Retention
• Cultivate deeper relationships
• Gather feedback and respond
• Celebrate employee achievements
Alumni outreach
• Ambassadors for your company
• Word-of-mouth recruiting
• Return to your company
• On the flip side – track any negative comments not shared during exit interviews
Why Use Social Media?
• External Communications
Recruitment
Brand Positioning
Reputation Building and Management
Social recruiting
• 58% of job seekers follow because they want to become an employee
• 42% of job seekers are more likely to apply after they have interacted with the brand on-line
• Effective and low-cost way for employers to educate and qualify job seekers before they apply
Recruiting
• Social media is one part of an overall comprehensive recruitment plan
• Job seekers want the company to recognize them as unique, with content geared to their interests
• This content must do more than just broadcast information
• Need to connect with job seekers personally
Social Media and Behaviour
• Much can be learned from job seekers social media behaviour
• Choice of platform
• Transparency offers insight
• Fine line between work and leisure in social media
Brand Positioning/Reputation Management
• Using boards like Pinterest allow you to share the culture of your company
• Post topics and information that invite intereaction
• Monitor Your reputation
• Build Your Brand
External Privacy Issues
• AP Seattle Story 3/20/12 – Can you ask for passwords?
• Discrimination
• Legal Activities vs. Illegal
• Disclaimers
• Third Party Screening
• 17,292,920 Facebook users in the Canada; 9 million log in daily
• The largest age group is currently 25 - 34 with total of 4 150 301 users, followed by the users in the age of 18 – 24
• There are 46% male users and 54% female users in Canada
Facebook Goals for Business
• Get Found
• Connect and Engage
• Create a Community
• Promote Content
Getting Started
• Join networks
• Promote the Page – Go Viral
• Leverage other social media platforms
• Optimize for Search
• Facebook Ads
for HR
• What is Twitter?
• Why is it valuable?
• How does it work?
• What does it make possible?
When does Twitter work?
• You want to build a community of interest and/or collaboration
• You want to ensure information is being delivered in a timely manner
• You want to create excitement or buzz
• Grass-roots vs. systematic
Measurement for Facebook and Twitter
• Number of followers …..but:
Follower engagement more important
Measurable links:
• Clickthroughs
• Conversations
• Context
Ripple Effect
• Retweets, reposting your links
New and Now
• Management Tools for tracking multiple social media accounts
• Easy-to-use measurement tools on-line, e.g. visual.ly for Twitter
• New apps for SmartPhones
• Consolidation of social media across all platforms to access anywhere, anytime
Management
Measurement
• There are many tools now on the market to measure the impact of your social media program
• Free vs. Fee
Free and Easy Measurement
• Simply Measured - Facebook
FB content analysis, Fan page report, Twitter followers
• Hashtracking - Twitter
Tracks up to 1,000 results for a hashtag, producing view of who is participating and how much
• Engagement Tools – e.g. HootSuite, Tweetdeck
Provide functionality and analytics
• Crowdbooster – new and emerging
Gives social media advice, suggests peak post times and influencers
Google Analytics
Just announced new reports to measure and analyze social media and how they drive value
Fee-Based Measurement
• Many companies offer consulting and management services for social media
• “You Get What You Pay For”
• Larger fee-based companies offer full-time service and dedicated customer service
• Products can be more powerful than the free tools available on-line
Where to Begin
1. Commit resources
2. Determine who your audience is
3. Create relevant content – be consistent
4. Engage in conversations
5. Track reputation and results
6. Explore apps
Lessons Learned….
• Always respond to negative comments
• Don’t confuse your audience with inconsistent messages
• Beware of over-stepping privacy
• Never go undercover by using fake profiles
• Do not fit your culture with your online audience
It is not the strongest of the species that survive, nor the most intelligent, but the one
most responsive to change.
- Charles Darwin
Contact Information
Julie AndrasJAC! Creative Communications
705.341.3909
Jay RosalesDrake International
416.216.1070 (Direct)
Contact Information
April 19th, 2012, 12:00 pm EDT to 12:30 pm EDT
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>> Presented by Kathleen Collins, Health & Safety Manager, Drake International
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