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- 1. Social Media (ROI – Risk of Ignoring) May 13, 2010 © 2010 Harvest Consulting LLC
- 2. About the Speakers Background BS in Marketing from Miami University Industries Printing Healthcare Chemical Professional affiliations Former Board of Directors- Cincinnati Chapter Scott Jacobs of the American Marketing Association (3 years as VP Sponsorship) Board of Directors/Outreach Committee – Beech Acres Parenting Center © 2010 Harvest Consulting LLC
- 3. Objectives and Goals How did we get here? Who is using social media Why When Where What © 2010 Harvest Consulting LLC
- 4. Definitions ‘Social Media’ is the practice of facilitating a dialogue and sharing content between companies, influencers, prospects and customers, using various online platforms including blogs, professional and social networks, video and photo sharing, wikis, forums and related Web 2.0 technologies Source: MarketingSherpa 2009 Social Media Marketing and PR Benchmark Guide © 2010 Harvest Consulting LLC
- 5. Definitions ‘Social Media Marketing’ is about engaging the prospect or customer in conversation in a way that provides mutual value. It is about collaboration between people; everyone participating and sharing information Source: MarketingSherpa 2009 Social Media Marketing and PR Benchmark Guide © 2010 Harvest Consulting LLC
- 6. Return of the Conversation in the Social Order LinkedIn © 2010 Harvest Consulting LLC
- 7. Social Media Applications MySpace, Facebook (Social Networking) LinkedIn, Plaxo (Business Social Networking) Flickr (Photo Sharing) YouTube (Video Sharing) Digg, Reddit (News Sharing) Del.icio.us (Bookmark Sharing) Twitter (Microblogging) Blogs © 2010 Harvest Consulting LLC
- 8. Social media tools people want to learn more about © 2010 Harvest Consulting LLC
- 9. Mobile smartphone marketing © 2010 Harvest Consulting LLC
- 10. Case History © 2010 Harvest Consulting LLC
- 11. Case History-Chrome Shoes Turds for Gold Hey Everyone! We're doing a "Turds For Gold" Shoe Exchange and, starting RIGHT NOW, we're sending a FREE PAIR OF CHROME SHOES to anyone that sends us a crappy, worn-out pair of kicks. The exchange is two days ONLY and packages MUST be postmarked by 3/18 to qualify. In your shipment, please include a return shipping address and shoe size info. © 2010 Harvest Consulting LLC
- 12. Case History-Chrome Shoes "Get your ass down here." Matt Sharkey, the head of marketing © 2010 Harvest Consulting LLC
- 13. Lessons Learned Voice of Matt Sharkey, the head of marketing Engage at every step Estimate, even if it ends up being wrong, don’t underestimate the power of fans Make it all trackable © 2010 Harvest Consulting LLC
- 14. Case History more than two years’ worth of social marketing efforts they started by listening to and engaging in social media conversations noticed many consumers had a vague familiarity, at best, with Kodak’s products competitors were mentioned more often than Kodak in certain categories © 2010 Harvest Consulting LLC
- 15. Case History Lesson #1. Listen before you speak Kodak recently hired a "Chief Listener" who monitors daily social media activity around Kodak and their industry. © 2010 Harvest Consulting LLC
- 16. Case History How and Where Should You Listen? Google Alerts Technorati TweetDeck Seesmic © 2010 Harvest Consulting LLC
- 17. Speaking of Listening and Monitoring… How Pampers Battled Diaper Debacle Around April15 - critics of Dry Max started using the phrase "chemical burns" to describe the rashes Associated Press - Consumer Product Safety Commission investigating complaints from parents about diaper rashes from the Dry Max diapers Around 10 a.m. on May 6, CNN did a story featuring Pampers Cruisers Dry Max diapers using the word "Dangerous“ © 2010 Harvest Consulting LLC
- 18. How Pampers Battled Diaper Debacle P&G listens to the consumer complaints Four or so employees are regularly stationed in the brand's listening post Monitor and categorize new Facebook posts and other social-media chatter Read through verbatims from the brand's call center daily © 2010 Harvest Consulting LLC
- 19. How Pampers Battled Diaper Debacle Results Team of P&G executives and their PR firm Paine executed a communications strategy in the 28 hours between May 6 a.m. and May 7p.m. Issued two statements – One strongly stated news release “Pampers Calls Rumors Completely False” and used search-engine optimization » Increasing the use of the word "Pampers" » Adding "Dry Max" to the first reference to clarify that the controversy didn't pertain to all Pampers diapers – Granted two lengthy sets of TV interviews – Engaged critics within Facebook - which hasn’t helped © 2010 Harvest Consulting LLC
- 20. Case History Lesson #2. Add value when joining conversations © 2010 Harvest Consulting LLC
- 21. Case History Lesson #3. Don’t be intrusive - One-to-one conversations - Simple mentions - Offering promotions © 2010 Harvest Consulting LLC
- 22. Case History Lesson #4. Use real people behind the brand - Transparency is crucial - Showing real people behind your brand is important - No one wants to talk to a logo. They want to speak with a person. - If someone is angry, they’re more likely to tone down their language when dealing with a person © 2010 Harvest Consulting LLC
- 23. Case History Lesson #5. Treat consumer and business customers differently - Creating relevant content, such as whitepapers or blog posts - Contributing to relevant conversations online - Referring commentators to their educational content © 2010 Harvest Consulting LLC
- 24. Case History Lesson #6. Transparency is paramount Their guidelines include: - Uphold Kodak’s values - Be transparent and be yourself - Protect confidential information - Avoid unsubstantiated product claims - Be aware that linking to another site may imply endorsement of its content © 2010 Harvest Consulting LLC
- 25. 5 basic steps for social media 1. Listen and learn from the online conversation 2. Find someone internally or someone outside the company to optimize your presence and build your profile 3. Develop a strategy around what you have learned from listening 4. Develop company best practices and policies 5. Broadcast and communicate following your strategy © 2010 Harvest Consulting LLC
- 26. Best Practices Start with a plan, not tactics. “Give to get” Commit resources & time to be successful or you may very well fail. © 2010 Harvest Consulting LLC
- 27. Best Practices Be transparent with intentions & your identity Understand, you do not control the message. Welcome participation, feedback and co-creation. © 2010 Harvest Consulting LLC
- 28. Case History - Kodak © 2010 Harvest Consulting LLC
- 29. One Prediction On Where We Are Headed http://www.youtube.com/watch?v=X36ACwwyscY © 2010 Harvest Consulting LLC
- 30. About the Speakers Background BS from Purdue University in Management Master of Arts in Labor and Employment Relations from the University of Cincinnati Senior Professional Human Resources (SPHR) Over 18 years of HR Management experience Co-author Bridging the Generation Gap Professional affiliations Greater Cincinnati HR Association (GCHRA) Robin Throckmorton Society for HR Management (SHRM) Cincinnati USA Regional Chamber of Commerce Clermont Chamber of Commerce Adjunct faculty Xavier University © 2010 Harvest Consulting LLC
- 31. Just the Facts 81% of respondents view social media as a corporate security risk 2009 Survey by Russell Herder & Ethos Business Law Productivity decreases about 1.5% within companies that allow full access to Facebook on company time 2009 Survey by Nucleus Research Productivity increased by 9% among people who use the Internet for personal purposes at work. Study by the University of Melbourne 54% of U.S. companies prohibit use of social media on company time for many or all employees Study by Robert Half Technology © 2010 Harvest Consulting LLC
- 32. Concerns Release of confidential company information: o Financial o Company strategies and forecasts o Brand and trade secrets o Proprietary research findings o Unreleased advertising o Client or colleague personal information o Internal processes and methodologies Prompting of litigation and other legal matters Copyright / plagiarism Defamation © 2010 Harvest Consulting LLC
- 33. © 2010 Harvest Consulting LLC
- 34. Policy Considerations Culture Work Environment Staff Brand © 2010 Harvest Consulting LLC
- 35. Policy Points Sites or Tools Who can use What purposes Restrictions (hours – lunch, break) Forms of communication Workplace Surveillance / search Consequences Acknowledgement & Understand Update at least annually Re-acknowledge policy Training Resource: (Link to multiple sample policies) http://socialmediagovernance.com/policies.php © 2010 Harvest Consulting LLC
- 36. Training Topics Mandatory for anyone using social media Overview of all the social media sites Overview company policy on usage Emphasize what is allowed Who is authorize to speak on company behalf Encourage common sense Explain how monitor staff Explain consequences Urge use of disclaimers © 2010 Harvest Consulting LLC
- 37. Training (continued) Why is the policy needed What is the impact of “personal usage” Demonstrate through case studies showing appropriate / inappropriate usage Different users may need different training Millennials vs Baby Boomers © 2010 Harvest Consulting LLC
- 38. About the Speakers Background Master of Education from Vanderbilt University B.S. in Economics/Finance from Tennessee Tech University Industries Staffing & Recruiting Training & Development Change Management & Organizational Development Beth Cooper Professional affiliations ASA GCHRA © 2010 Harvest Consulting LLC
- 39. How to Hire For Social Media A significant business and communications background A history of success in their communications background A series of measureable accomplishments in social media that can be independently validated A true understanding of your customer’s relationship with social media before proposing a program Straight answers when you ask about measuring social media campaigns A focus on getting a return on investment Clear methodologies An emphasis on an integrated marketing © 2010 Harvest Consulting LLC
- 40. What to look for in the person Attributes Expertise Curiosity Business Process/Planning and Innovation Analysis Motivation Social Media Participation Collaboration Hedgehog Management Translation Customer or Client Service Humility Written Communication Skills Diplomacy Connectivity and Awareness © 2010 Harvest Consulting LLC
- 41. 5 Questions to Answer Are your customers really using Social Media? Where’s the ROI in Social Media? Is Social Media Personal or Corporate? Who should manage Social Media? How can we find the time for Social Media? © 2010 Harvest Consulting LLC
- 42. Employment is Changing 10 Years Ago: • No Facebook/Linked-In/Twitter/Google • Job hopping socially unacceptable • Glass ceilings for women • Benefits influenced job choices Today: • Employers will Google/Facebook potential employees • Changing jobs regularly will be the norm Employees graduating college today will change jobs between 12 and 18 times…by the time they are 38! • Demand for diversity management stronger than ever • Emotional-Intelligence skills are becoming more essential • 4 generations side by side in the workplace © 2010 Harvest Consulting LLC
- 43. Employment is Changing Tomorrow: •Estimates that within the next 10 years there will be a 6 million person gap between the number of college graduates and the number of college-educated workers needed to cover job growth By 2019 40% of the U.S. workforce will be independent contractors: •Flexible work hours •Telecommuting •Collaborative work effort •Globally diverse •Increasing job-sharing opportunities •Short-term assignments © 2010 Harvest Consulting LLC
- 44. The New Permanent Temporary Workforce The Disposable Worker Pay is falling January 18, 2010 Business Week Benefits are vanishing No one’s job is secure How companies are making the era of The Future of Work the temp more than May 25, 2009 temporary Time Magazine © 2010 Harvest Consulting LLC
- 45. State and Area Employment State: Ohio Area: Statewide Industry: Service-Providing Data Type: All Employees, In Thousands © 2010 Harvest Consulting LLC
- 46. State and Area Employment Labor force status: Employed part time (persons who usually work less than 35 hours) Type of data: Number in thousands Age: 25 to 54 years © 2010 Harvest Consulting LLC
- 47. Why 10 til 2? Boomers and Women make up a majority of flexible work force 55% of college graduates are women Within 10 years of graduation, 50% are no longer working Boomers are returning to the work force in mass Business did not have an easy way to tap into this highly educated and motivated work force The first part-time staffing business in the nation Opened in 2004 Nationwide Focus on college-educated professionals for professional, long- term, part-time positions © 2010 Harvest Consulting LLC
- 48. Jobs We Fill Bookkeeping Sales / Telemarketing Accounting Event Planning Office Management Legal Support Administrative Insurance Support Project Management Call Center Customer Service Graphic Design Marketing Web Development Executive Assistant Technical Writing AR/AP Engineering Collections Public Relations HR Etc. © 2010 Harvest Consulting LLC
- 49. 10 til 2 can find your Social Media Consultant We call it part-time…. our clients call it perfect www.tentiltwo.com cincystaffing@tentiltwo.com Tweet us @10til2Cincy Become our fan on facebook at 10 til 2 - Cincinnati © 2010 Harvest Consulting LLC
- 50. Questions Scott Jacobs Beth Cooper Harvest Consulting 10 til 2 www.harvestconsultingllc.com www.tentiltwo.com scott@harvestconsultingllc.com bcooper@tentiltwo.com 513-271-5630 513-403-1305 Robin Throckmorton, MA, SPHR strategic HR, Inc. www.strategicHRinc.com Robin@strategicHRinc.com 513-697-9855 © 2010 Harvest Consulting LLC
- 51. Thank You Richard Flynn Flynn & Co © 2010 Harvest Consulting LLC
Notes de l'éditeur
- Allow me to introduce myself, I am Scott Jacobs, I own a marketing consultancy called Harvest Consulting. I am also the co-owner of a blog called The Briefcase Project – an educational blog that serves as a one stop resource for entrepreneurs. Currently, I am developing social media strategies for a client that is launching a line of clothing made from recycled cotton and recycled polyester. Our brand name is Repair The World.
- Our goal for this morning’s session is to provide some background on why it is important to embrace social media. I’ll take you through that portion. I’ll also give you some case histories from a small and a large company who have successfully used social media. Robin Throckmorten will talk on how to develop company policies to manage the use of social media, and Gina Kopera will cover ways to recruit and hire for social media roles.
- Just to kick things off, can I get a show of hands – how many of you have a Facebook page? Is it for personal or business? How many of you are on LinkedIn? Who’s using Twitter? For the purposes of today’s session I have captured Marketing Sherpa’s definition for social media. The key takeaway for me in the definition is facilitating a dialogue (not a monologue, which is old school advertising), and sharing content
- So then, social media marketing is defined as engaging in conversation with the goal of providing mutual value, collaboration, and above all participation – Man, that’s the really tough part! I blog and I blog, but I get no responses.
- So, how did we get here? Let’s take a quick look at societal changes. Prior to the modern onset of electronic media (radio, TV), we lived in homes with many family members. Ours was a “social marketplace” – smaller towns. I recently heard that for the first time in human history, there are more people in the world living in cities versus in rural towns and villages. So what happened then, we began communicating and getting info from broadcast sources, and keep in mind, “Broadcasting” is not a listening or conversation tool. It is talking to people, not with people– billboards aren’t even listed here, but take a look now even billboards are broadcast tools, aren’t they? Rotating digital signage, right? The lights are so bright you practically get blinded off the road. Now take a look at where we are. It’s about engaging in conversations, interacting. Oh, btw what social media platform is missing from the top portion here? Yeah – Twitter! And now, in just the past 6 months we have FourSquare.
- Let’s take a quick look at some of the social media platform/applications. I came across a survey of roughly 1,900 of both both B2B and B2C marketers: TAKE A GUESS which were the top 4 social media tools. The top four social media tools are Twitter, Facebook, LinkedIn and blogs . Facebook has just exploded it is about to exceed 500 million users (which by the way is roughly half - 1.2 billion of all Internet users in the world). Facebook now earns roughly $1.1 billion in ad revenue and they had earned about $210 million “way back” in 2008. There are 105 million users for Twitter, but 94% of Twitter accounts currently have less than 100 followers. LinkedIn has over 65 million members in over 200 countries. Those who use Twitter say they do so to promote their blogs, bring interesting links to light, and to understand what people are buzzing about. MySpace appears to be virtually dead – the survey participants stated that found that 72% have no plans to use MySpace, and with making Ning becoming a paid platform, many feel it will die also. I know I will be moving my ning site. Couple of other key stats: by the year 2014 $55 billion will be spent by marketers on interactive (display, mobile, email, social, search) channels $15.3 billion – amount marketers spent on search marketing in 2009 $716 million – amount marketers spent on social media marketing in 2009
- The survey also had some interesting stats on what folks are looking for - Social bookmarking sites slightly edged out Twitter for the number-one slot. Facebook came in third, followed closely by Digg/Reddit/Mixx/StumbleUpon and then LinkedIn. Although, things change so quickly – I would imagine 4Square had already gotten so many people’s attention, and it wasn’t even on the scene last year. Digg, Reddit, Mixx, StumbleUpon are social news sites
- most marketers indicated they were using mobile networking apps (like Facebook on an iPhone) to interact with their fans. Most marketers were interested in learning more about mobile smartphone opportunities. The biggest percentage (73%) were seeking to optimize their websites for mobile browsing.
- Let’s take a look at a smaller company and what they did to use social media. Chrome, is a manufacturer and marketer of backpacks and apparel inspired by (and designed for) urban cyclists. They have been manufacturing shoes for about a year. Chrome mostly advertises in magazines that specialize in the urban cycling or culture scene, but it does have a decent size following on Facebook (approx 5794 fans). For you marketers out there, what is one of the most common methods to introduce new brands/products? (Yes, sampling). Chrome decided to giveaway a bunch of shoes and get them in the hands (or should I say on the feet) of potential customers. Get people to try the product, right? Here’s what they did…
- They developed this program (I don’t think I can even say this without getting my mouth washed out with soap, right?) On March 17 of this year, at 9:06 a.m., Chrome posted the following status update on its wall – send in a crappy pair of shoes and get a brand new pair of Chromes, and they also stated, For in-store drop offs, you have to bring us your favorite six pack of beer along with the shoes to get the free pair (boy, I think this place after my heart! Chrome employees had free beer for many, many weeks and it wasn’t lousy beer at that – they got Sierra Nevada, six packs of Liberty Ale ). Matt Sharkey, the head of marketing, figured they would probably give out 500 or so shoes. Guess what happened?
- After the promo started, Matt was hanging out at home with his kids when his phone rang. It was the president of Chrome and he said… The company received 12 truckloads of shoes. They managed to give out over 5,000 pairs of shoes, which became 5000+ potential customers.
- Let’s hear the voice of Matt Sharkey, the head of marketing for a quick download on the lessons learned… Because of the offline nature of the campaign, it was difficult for Chrome to track the people who got free shoes. In retrospect, they would have been better off driving traffic to an online form (data capture – email addresses, etc.) Chrome could have had a better chance to measure the lifetime value it is generating through this program. In my opinion one of the big things to take away from the Chrome promotion was that it was truly buzz worthy… And it did integrate with offline, and had a lasting impression – they plan to further engage with the 5000+ people who sent in shoes by offering them discounts.
- Now let’s take a look at a very large company and what they did. For Kodak, the first step they took was to begin monitoring conversations. Take a stab at how many “Kodak” brand mentions they calculated in one year on Twitter alone? Answer is…: 470 million One of the things they noticed was that there is only vague familiarity with their products and competitors were mentioned more than them in certain categories
- Here’s what they learned - like many other marketing tools, do a lot of listening and researching before you begin to use a new form of media. once you’ve entered the social media space, you should continue to keep your ears open. So in Kodak’s case, they hired a “Chief Listening” Officer, so does that person a “CLO?” Imagine all the new job titles that have been created due to social media? Kodak has said that this person has a rare blend of marketing, business and social media expertise and the person was not easy for them to find
- And here are some of the tools to monitor and continue to listen. Every day I get Google alerts for my apparel client with the key words, sustainability and corporate social responsibility. I monitor what is going on in these areas, get ideas and see what others are doing. Technorati monitors who's up, who's down, and what happening in the blogosphere, TweetDeck defines itself as “your personal browser for staying in touch with your contacts across Twitter, Facebook and more.” Seesmic is used for helping easily manage and build your community directly in your browser.
- Has anyone heard about the current controversy around Pampers Dry Max diapers? Here’s what happened: Around the middle of last month social chatter surrounding Pampers new product release started to ramp up Previously, commentary was about the new product causing diaper rashes – the words changed and people were beginning to say that Dry Max was causing chemical burns. The mainstream media monitors social media as well and AP was preparing a story and then CNN did a piece almost 1 week ago to the minute.
- P&G constantly monitors customer conversation and complaints – now through social media. In fact, they have 4 or so dedicated employees as part of their brand listening post. They already new what was being said out there about the brand and new product intro.
- Since they new what was being said, and they had data to support the facts (P&G knows that at any given time, 250,000 U.S. babies have diaper rash and they have gotten only two reports for every million of the nearly 2 billion Dry Max diapers it's sold so far they quickly responded with a communications strategy to go on the offensive. They used SEO and have engaged critics on Facebook. I guess we’ll see how things play out on this one…
- look for opportunities to add your input to relevant conversations Customers compare products in forums and blogs, and wonder out loud in social channels which product they should buy, they respond to third-party reviews, company’s can provide information to help the consumer decide (and you can see what’s happening here when you take this approach to social media– you’re becoming a part of the conversation) The other thing you can do is respond to social media complaints and listen for misinformation surrounding your products and services
- Knowing when to refrain from joining a conversation is just as important as knowing when to add input. Try your best not to reach out in these situations: A conversation between two people, such as on Facebook, is not a good place to add your company’s point of view. Places such as public forums and blog posts are much more appropriate places to add your commentary avoid pitching promotions in social media
- strike a balance between having social media participants speak for the brand and having them show their own individual personality. I like Zappos policy: use your own voice and use some common sense (in Zappos case I happen to know that the CEO there works very hard at keeping its corporate culture alive = so I guess you could say that trust is part of that culture, and if you’ve hired right, you’ll have employees whose voice should match up well and collectively become the company’s voice
- In Kodak’s case, 60% of their revenue is attributable to businesses customers through their commercial printing, high-speed ink jets, printing plates, and other products. With business customers, they strive to raise awareness and establish thought leadership by: blogging, educating, and providing whitepapers, etc.
- Let me repeat it again…Transparency is so important! When engaging in social media, make it easy for consumers to identify with you and your company. transparency engenders trust. Stay consistent with corporate values, and follow other basic marketing fundamentals like not making unsubstantiated claims
- So here are some basic first steps you can take when using social media Listen and learn Address the needs social media by assigning internal personnel or outsource it Develop the strategy based on what was heard Develop and maintain a best practices document, and a company policies and procedures manual Execute the strategy
- Here are a few other best practices and principles: - Research and build a Social Media Roadmap and a plan involving: Audience, Objectives, Strategy , Tactics, Tools/Technology and Metrics. Successful social media marketing programs involve listening and participation. That participation centers around giving value before expecting anything in return. It’s important to forecast labor hours, who, what, when, how and where with the intention of succeeding, not just experimenting. If a social media effort is successful, scalability will be an even bigger issue if you don’t plan for it.
- Be transparent or you may alienate the very audiences you’re trying to connect with. Old habits die hard and there’s a tendency to want to treat social media participation like advertising where the ability to control messaging is the norm. As comfort levels rise with social web participation, companies will see opportunities to encourage participation with communications, especially with brand evangelists.
- I mentioned policies and procedures, I wanted to show you Kodak’s website: In Kodak’s situation, they created a formal social media policy for all employees. They have taken transparency a step further by publicly releasing a social media tips book which contains this social media policy. This is a great stopping off point and segue to our next speaker, Robin Throckmorten. Robin is going to take us through how you can go about setting up social media guidelines and company policies around social media use. But before I turn it over to Robin, let’s take a quick listen for where we might be headed with social media in the future…
- With that, I’d like to turn it over Robin.
- Social Media Wow Where do you even begin? It just began or did it? But it evolves faster than we can blink? Taking in all the facts Scott shared with you… The “adoption” of Facebook – in less than 9 months, had 100 Million Users. Twitter – now at 50 Million tweets per Day – that’s 600 per second. 1 Million Blog Posts per day LinkedIn – 45 Million Users The most important part of social media is the impact it can have on your company’s BRAND both positive and negative All of this has to be considered when you think about “how to manage” social media in your company or “to policy or not to policy” Transition => Let’s consider a few more facts…
- 81% of respondents view social media as a corporate security risk 2009 Survey by Russell Herder & Ethos Business Law (However - choosing not to participate in social media puts a company at risk of being perceived as either not caring or behind the curve) Productivity decreases about 1.5% within companies that allow full access to Facebook on company time 2009 Survey by Nucleus Research Productivity increased by 9% among people who use the Internet for personal purposes at work. Study by the University of Melbourne 54% of U.S. companies prohibit use of social media on company time for many or all employees Study by Robert Half Technology Transition => Enough of these facts and numbers; let’s talk about how these facts can lead to concerns and legalities Social Media in HR strategic HR, inc. www.strategicHRinc.com
- (Note: If management makes a statement about the company, they will bind the company legally especially if on a company account). There are no “social media laws”; however, existing laws are being applied Copyright violations Defamation Transition => Can a simple YouTube video hurt your business? Social Media in HR strategic HR, inc. www.strategicHRinc.com
- http://www.youtube.com/watch?v=eYmFQjszaec 75 billion video streams to around 375 million unique visitors in 2009 Domino’s Case Study (http://www.youtube.com/watch?v=eYmFQjszaec) The video garnered millions of views on YouTube, but the problem was the comments that disgusted customers were posting on Twitter. didn't have a Twitter account and weren't able to respond to the social media public right away. Needless to say they started a Twitter account the next day to start fielding customer concerns. Social Media in HR strategic HR, inc. www.strategicHRinc.com
- Discuss Dominos. Discuss Nestle Blog. Zappos, the online shoe retailer, has just a single phrase that serves as their social media policy: "Be real and use your best judgment.“ wow, you talk about culture – it’s all about making the employee happy and they make customers happy They do training on what they do because those are more customers that will buy from them You should see their pictures of employees and offices (furry animals to future employees) Staff are happy and not meant to ever leave unhappy no matter what level they are All about brand Animax Entertainment – Article on Inc mentions they added a few lines that extended the confidentiality agreement to apply to social media Felt once a project was launched they needed employees to use social media to their benefit – some negativity was good as long as they didn’t argue with a customer. Culture is very fun, entertaining Work environment message is trust! staff is creative Brand is critical! Social Media in HR strategic HR, inc. www.strategicHRinc.com
- Sites or Tools Who can use What purposes Restrictions (hours – lunch, break) Forms of communication Workplace Survellance / search (human/mechanical) Consequences Write-ups Blocking Access Acknowledgement & Understand Update at least annually Re-acknowledge policy every 60 days Training Social Media in HR strategic HR, inc. www.strategicHRinc.com
- MYCA Training strategic HR, inc. www.strategicHRinc.com
- Appearances of usernames / email names Honesty Around a long time (can’t delete messages – JobShop) Disclose opinion vs expert advice Butterfly affect) Social Media in HR strategic HR, inc. www.strategicHRinc.com