THE NEW FOCUS GET INVOLVED! <ul><li>Build Employee’s Personal Brand </li></ul><ul><li>Enhance the Corporate Brand </li></ul>
THE BIGGER PICTURE To have employees which represent and fulfil the values of the organisation to the best of their ability in the S ocial Media Arena.
WHAT’S DRIVING THE CORPORATE BRAND??? <ul><li>Major Aspect: Building image as an Employer </li></ul><ul><li>Taking advantage of a key asset: Employees. </li></ul>
What it is & What it’s not. SOCIAL MEDIA: To be USED To be EMBRACED Corporate messaging vehicle Listening device “ On message”, static , dependent on one device/channel Vibrant, dynamic and Multi-channeled Product/Brand Driven Authentic Exclusive Inclusive Controlled Transparent Monologue Dialogue Regularly scheduled updates Access on Demand
POLICY <ul><li>When developing the Policy, Remember… </li></ul><ul><li>It will fall under a bigger Corporate Social Media Strategy </li></ul><ul><li>Employee RETENTION & RECRUITMENT </li></ul><ul><li>Everyone is a stakeholder in this. </li></ul><from ElizabethHannan.com>
Recruit. Retain. Brand. <ul><li>Use it to… </li></ul><ul><li>Recruit Employees/ get referrals/ Advertise! </li></ul><ul><li>Build /maintain relationships with employees </li></ul><ul><li>Find & share information </li></ul><ul><li>Ask & answer questions </li></ul><ul><li>Enhance productivity/communication among employees </li></ul><ul><li>ENGAGE all stakeholders </li></ul>
DO 3 THINGS FIRST <ul><ul><li>Understand how Social Media fit into and enhance your overall organisational strategy? </li></ul></ul><ul><ul><li>Learn what the tools are and how to use them. </li></ul></ul><ul><ul><li>Develop a Specific Social Media Strategy. </li></ul></ul>
DO A SWOT ANALYSIS <ul><li>Already have a strong intranet site </li></ul><ul><li>Know where to begin </li></ul><ul><li>Lack of Technology </li></ul><ul><li>Lack of Experience </li></ul><ul><li>Competitors already active in using SM </li></ul><ul><li>Gaining Knowledge: We know what we don’t know </li></ul><ul><li>Conferences </li></ul>
THE POWER OF THE BLOG <ul><li>Establishes you as a thought leader in HR. </li></ul><ul><li>Increases your credibility </li></ul><ul><li>Facilitates conversation with ALL your stakeholders – ‘Go see our blog…’ </li></ul><ul><li>Gives you ability to see whaqt’s really important to various stakeholders – internal and external. </li></ul><ul><li>Will LAUNCH you in to Social Media </li></ul>Why you should create and use your own blog…
WHAT DO YOU DO ON YOUR BLOG? <ul><li>Provide resources/tips related to your industry </li></ul><ul><li>Establish yourself as an expert </li></ul><ul><li>Involve your staff and let them share their knowledge </li></ul><ul><li>Provide a place for consumers to share information </li></ul><ul><li>Give your customers a place to voice their opinion </li></ul><ul><li>Share your or your client’s stories </li></ul><ul><li>Talk about your products </li></ul><ul><li>BE CREATIVE!!!! ENGAGE THEM! </li></ul>LINK IT TO FaceBook, Twitter, Linkedin – EASY Amplification.
CRITICISM <ul><li>Natural aspect of ANY campaign </li></ul><ul><li>Some will love it, some won’t. It’s a reality. Accept it. Get over it. </li></ul><ul><li>A negative response is a cry for help AND an acknowledgement they care </li></ul>
HANDLING NEGATIVE COMMENTS <ul><li>Respond quickly and politely. </li></ul><ul><li>It is better you know what people are saying than to ignore it </li></ul><ul><ul><li>Enter into the dialogue </li></ul></ul><ul><ul><li>Tell your side of the story </li></ul></ul><ul><li>Transform your enemies into advocates </li></ul><ul><ul><li>People react and transform when they realise they’re talking to a ‘person’ and not a machine/organisation/corporation </li></ul></ul>
<ul><li>But… </li></ul><ul><li>Employees will embarrass your company if left to their own devices </li></ul><ul><li>Employee misuse using it during work time. </li></ul><ul><li>Possibility of negative comments about the company. </li></ul><ul><li>Legal concerns </li></ul><ul><li>So… </li></ul><ul><li>They use all forms of digital media already. If they could, they would. </li></ul><ul><li>Use results-driven measures, not activity-driven measures for employees </li></ul><ul><li>This could be happening anyway. You just don’t know about it. </li></ul><ul><li>You are in control, you get to create the Policy </li></ul>CONCERNS
BABY STEPS <ul><li>Slow & Steady </li></ul><ul><li>Experiment with a few </li></ul><ul><li>See what’s pertinent and relevant and what’s not. </li></ul><ul><li>Expect mistakes and failures – they help you grow </li></ul><ul><li>Understand that you have to BUILD success </li></ul><ul><li>Do it One conversation at a time if you have to. But DO IT. </li></ul>
GO DO THIS RIGHT NOW. <ul><li>Set up a LinkedIn, Plaxo, Facebook, Myspace, Twitter account or group </li></ul><ul><ul><li>Invite 20 people </li></ul></ul><ul><ul><li>Find people/agencies/ groups you can associate with </li></ul></ul><ul><ul><li>Start talking </li></ul></ul><ul><li>Find 3 Blogs about social media/web 2.0 </li></ul><ul><ul><li>Subscribe via RSS feed </li></ul></ul><ul><ul><li>If you don’t know what RSS feeds are … Google it! </li></ul></ul><ul><li>Live this social media experience for a month, talk to people about it, think how it can help you. </li></ul>
ENGAGEMENT Mindset Personal not Corporate Marathon not a sprint
Companies resist social media engagement for the same reason people resist authentic, loving relationships — a fear of intimacy. -- Shannon Paul, Blogger, New Media PR Consultant “ “
The key is interactivty and building a relationship! Don’t make your Web presence an on-line version of a fancy business card.
RECOMMENDATIONS www.chrisbrogan.com Spread the knowledge to your employees!
Be a leader. Get out there. Get Employees Talking! It’s not hard… it’s simple, it’s logical and it can be very effective.
CREDITS Jennifer McClure Vice President – Centennial, Inc. www.cincyrecruiter.com Javier Morales Associates in Business, Inc. Carmen Hudson Senior Manager, Talent Acquisition Yahoo! Elizabeth Hannan ElizabethHannan.com Chris Brogan ChrisBrogan.com
http://uk.linkedin.com/in/muhammadkarim [email_address] http://www.karim.co.za @mkarim CONNECT WITH ME. Muhammad Karim
Notes de l'éditeur
If you haven’t even begun, do not fear. We’re all still figuring all this out and there is still much to learn.
We scare our employees with “You’re not allowed to do this, this and this and definitely NOT THAT!” with our policies. While I agree there should be a framework for employees to work in regarding the use of social media We mostly only focus on telling them what they shouldn’t be doing.
The Corporate Brand is intrinsically made up of the Personal Brands of its employees. HR should lead in building great personal brands in its employees and by doing so, create a great Corporate brand. Two-way street: Take the corporate brand and help Employees display and develop the core values and vice versa, see what’s great in employees and incorporate it in the corporate brand!
I add in ‘in the social media arena’ because you can build a personal brand independent of Social Media. Social Media is a tool only, but how this tool is wielded can greatly enhance a personal brand. Another point to consider is that the organisation itself should have a social media strategy and In the bigger picture, HR would fit into that strategy.
I said before the corporate brand is made up of the personal brands of its employees. Part of Corporate Brand is its image as an employer – this falls under the responsibility of HR in terms of Recruitment and Retention. YOU are in charge of a very important corporate asset.
Make sure you understand this difference… It’s a relationship you’re BUILDING, not a product you’re SELLING.
Corporate Strategy: Legal, Corporte Communciations, Marketing, etc. Everyone is a stakeholder in building the corporate brand The policy you develop needs to reflect this.
What tools you choose to use can depend on your strategy… You might use one, or all of them. Let me explain Next Slide
These numbers change all the time and you can be sure that they have grown.
E&Y have a very successful relationship building tool with prospective employees through its facebook page. Simple and Effective – notice the “Students” and “Experienced” tabs on the top. It’s personalised and they get to talk face to face with prospective employees Also less digging to find the character of a person, because you can see their profiles… duh…
Fully integrated via many Social Media Channels Employees blog their experiences of working at RB and are encouraged to do so. Top Left experience is amplified and activated over FB, Twitter, Linkedin and their RSS Feed. Important This aids both Retention and Recruitment… and it does the work for you. If you build it, they will come.
Let’s get Started.
Recap: This is what you use it for.
For developing the strategy, everyone uses a SWOT analysis. So do the same for Social Media and get going!
One of the tools you MUST use Remember RB example.
Again, following the Reckitt Benckiser example… This is just to GET STARTED. Remember you can tailor Facebook, Twitter, Linkedin + Many others to your will.
Ofcourse with all this extra coverage you will get unwelcomed responses.
Kill them with kindness…
Remember: Social Media is a communication tool like many other communication tools.
Don’t get ahead of yourself. You will eventually ROCK Social Media… But Start Small.
To get your feet wet in the social media ocean… This will help you learn to swim.
Please remember… Social Media is a Mindset, not a toolset. It is a Long Term Relationship. Think MARRIAGE, not ONE-NIGHT STAND.
Now… go decide how big a ring you want to buy…
Don’t be cheesy… this isn’t the 90’s. You need to be relevant. You wouldn’t go to a cocktail party, run around giving your business card to everyone and then leave. THINK.
People have thought, said and done this already, USE THEM!
This is just some people whose material I’ve used in making this presentation and I’d like to recognise them and encourage you to see their work. If you want to join the Social Media Conversation, you can start with these people.
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