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Using Social Media to Support HR Functions

Social Media and HR: Ensuring a Podium Finish Presented to Commissionaires – Oct 29, 2009
<ul><li>http://mynameiskate.ca/socialmedia-hr.html </li></ul>
LintBucket Media  (LintBucket.com) is a boutique marketing agency headquartered in Vancouver that focuses on social media ...

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Using Social Media to Support HR Functions

  1. 1. Social Media and HR: Ensuring a Podium Finish Presented to Commissionaires – Oct 29, 2009
  2. 2. <ul><li>http://mynameiskate.ca/socialmedia-hr.html </li></ul>
  3. 3. LintBucket Media (LintBucket.com) is a boutique marketing agency headquartered in Vancouver that focuses on social media marketing and community building. <ul><li>Our Services: </li></ul><ul><li>Social Media Marketing & Communications </li></ul><ul><li>Blogger Outreach Programs </li></ul><ul><li>Community Development </li></ul><ul><li>Internal Social Media Implementation </li></ul><ul><li>SEO-driven Copywriting </li></ul>MyNameIsKate.ca – blogging about the intersection of marketing, technology and design, plus other juicy bits.
  4. 4. Today, let’s discuss … <ul><li>What is Social Media? </li></ul><ul><li>Nitty Gritty: Tactics & Examples </li></ul><ul><li>It’s Not All Pretty </li></ul><ul><li>How Do You Engage? </li></ul><ul><li>Your Questions! </li></ul>
  5. 5. What is social media? <ul><li>Social media is information content created by people using highly accessible and scalable publishing technologies that is intended to facilitate communications, influence and interaction with peers and with public audiences, typically via the Internet and mobile communications networks. </li></ul><ul><li>~ Wikipedia </li></ul>
  6. 6. http://fasticon.com/freeware/
  7. 8. American Medical Association
  8. 9. http://en.wikipedia.org/wiki/File:Pig-pen_peanuts.PNG
  9. 10. http://sxoop.com/twitter/
  10. 13. Pic Credit: David Armano - Logic + Emotion Blog
  11. 14. Pic Credit: David Armano - Logic + Emotion Blog
  12. 15. The Age of the Brand is Waning
  13. 16. The Age of the Brandividual* People Figures: David Armano - Logic + Emotion Blog
  14. 17. What is a brandividual? <ul><li>Not just any employee. </li></ul><ul><li>A passionate employee. </li></ul><ul><li>Passionate about: </li></ul><ul><ul><ul><li>Your Company </li></ul></ul></ul><ul><ul><ul><li>Your Products </li></ul></ul></ul><ul><ul><ul><li>Your Customers! </li></ul></ul></ul>
  15. 18. <ul><li>Why is the brandividual good for business? </li></ul>
  16. 19. <ul><li>Trust! </li></ul>
  17. 20. “ It’s harder to distrust a person than it is to distrust a corporation.” Deloitte
  18. 21. <ul><li>“ At the same time we get information (from a person via social media), we get information about the character of the person giving the info.” </li></ul><ul><li>~ Nora Young, CBC Radio … on using social media </li></ul>
  19. 22. <ul><li>The Nuts and Bolts </li></ul>
  20. 23. HR Functions Assisted by Social Media <ul><li>Recruitment: Finding the Right Employee for the Right Job at the Right Time </li></ul><ul><li>Reputation Management : Why Commissionaires is the best place to work </li></ul><ul><li>Employee Engagement : Staff Retention & Loyalty </li></ul>
  21. 24. Blogs & Microblogs http://flickr.com/photos/paulwatson/5070827/
  22. 25. Canadians Online & Blogging <ul><li>Out of developed countries Canada has: </li></ul><ul><ul><li>highest Internet penetration (71%) – vs. U.S. of 61% </li></ul></ul><ul><ul><li>most page views per resident (4k per user) – vs. 3.4k in the U.K. </li></ul></ul><ul><ul><li>time online (45 hours per month) – vs. 32 hours in the U.K. and 30 in the U.S. </li></ul></ul><ul><li>From a blogging perspective: </li></ul><ul><ul><li>16mm, or 64%, of Canadians now visit blogs and even those in the 65+ demographic spend 2 days a year on blogs </li></ul></ul>Data from ComScore Media Metrix – Dec 2008
  23. 31. Podcasts & Videocasts http://flickr.com/photos/rswday/152069962/
  24. 32. Online Video <ul><li>Over the course of a month </li></ul><ul><ul><li>89% of Canadians watched a video online </li></ul></ul><ul><ul><li>Average of 115 videos watched </li></ul></ul><ul><ul><li>Average of 385 minutes of viewing time </li></ul></ul><ul><li>Just YouTube </li></ul><ul><ul><li>57% of Canadians visited YouTube </li></ul></ul><ul><ul><li>Accounts for 46% of all Canadian video viewing </li></ul></ul><ul><ul><li>Average 68 videos | 180 minutes </li></ul></ul>Data from ComScore Media Metrix – Dec 2008
  25. 37. Social Networks http://flickr.com/photos/chinmaypatil/215141480/
  26. 38. Social Networks: What is it? <ul><li>Online communities that allow you to: </li></ul><ul><ul><li>create and share content </li></ul></ul><ul><ul><li>find like members who share something in common: interests, goals, concerns, people </li></ul></ul><ul><li>Finding people in common is really the strength of social networks … connecting with a community of like-minded individuals </li></ul><ul><li>There is a social network for everyone! </li></ul>
  27. 39. Social Networking <ul><li>Over the course of a month … </li></ul><ul><li>84% of Canadians use a social network (that’s over 20 million Canadians!) </li></ul><ul><li>Over 360 minutes </li></ul><ul><li>Over 800 pages </li></ul><ul><li>Women spend, on average, 120 MORE minutes on Social Networks and view 222 more pages </li></ul><ul><li>Toronto ranks #4 in the world for LinkedIn use </li></ul>Data from ComScore Media Metrix – Dec 2008 & from LinkedIn– Sept 2009
  28. 40. Facebook <ul><li>Huge Canadian participation </li></ul><ul><ul><li>65% of Canadians are on FB (vs US’s 23%) </li></ul></ul><ul><ul><li>725 FB pages a month </li></ul></ul><ul><ul><li>Older Canadians (45 – 54) are driving FB’s growth </li></ul></ul>Data from ComScore Media Metrix – Dec 2008
  29. 41. Social Media & Cdn Recruiters <ul><li>69% of recruiters use LinkedIn for recruiting </li></ul><ul><li>44% use Facebook </li></ul><ul><li>9% use Twitter </li></ul><ul><li>6% use blogs </li></ul><ul><li>3% use YouTube </li></ul><ul><li>3% use Craigslist </li></ul><ul><li>0% use Tumblr or MySpace </li></ul>Data from LinkedIn– Sept 2009
  30. 42. Social Media & Cdn Recruiters <ul><li>Only 20% say social media delivers a clear ROI </li></ul><ul><li>77% say it’s improved their ability to connect to passive candidates </li></ul><ul><li>44% say it’s improved their quality of hire </li></ul><ul><li>36% say it’s reduced their time to hire </li></ul><ul><li>66% say no one oversees their social media stuff – it’s all rogue </li></ul>Data from LinkedIn– Sept 2009
  31. 44. Social Advertising
  32. 45. Social Advertising
  33. 51. <ul><li>Sodexo – Full Meal Deal </li></ul>
  34. 59. <ul><li>It’s Not All Pretty </li></ul>
  35. 61. It’s not all rosy … <ul><li>Wal-Marting Across America : Edelman’s fake blog about a couple in an RV visiting Wal-Marts. </li></ul><ul><li>Rahodeb a.k.a. John Mackey, CEO Whole Foods posted negative comments about competitor Wild Oats on a message board hoping that the share price would go down. </li></ul><ul><li>Cisco made their own entry in Wikipedia saying that they invented the “human network.” </li></ul><ul><li>Vespa’s neglected enthusiasts’ blog – originally very successful, Vespa didn’t have an exit strategy and it languished for 2 years with negative comments </li></ul>
  36. 62. More missteps … <ul><li>Agency.com's “ Going to Work for Subway ” was a 9 minute video about pitching to get Subway as a client. They were pitching for Subway's business, but never sought permission to release the video to YouTube. </li></ul><ul><li>Target’s Rounders campaign instructed their members to lie. &quot;We don’t want the Rounders program to steal the show from the real star here: Target and Target’s rockin’ Facebook group! So keep it like a secret!” </li></ul><ul><li>Sony's &quot; All I want for Christmas is a PSP &quot; flog (fake blog) featured agency staff posing as a teenager. The ruse was apparent and the blog received 550 negative posts on the site with many of them being pulled by Sony. </li></ul>
  37. 63. : http://flickr.com/photos/dgbalancesrocks/260902896
  38. 64. Let’s Get Practical … <ul><li>Where do you start? </li></ul>
  39. 65. How Do You Engage? <ul><li>Right People </li></ul><ul><li>Right Process </li></ul><ul><li>Right Community </li></ul><ul><li>Right Attitude </li></ul><ul><li>Right Questions </li></ul>
  40. 66. Right People <ul><li>People who have a unique voice with something to offer a community of passion </li></ul><ul><li>TIP: Social Media is best done as a team effort! </li></ul>
  41. 68. Right Process <ul><li>Choose where you want to get involved – you can’t do EVERYTHING </li></ul><ul><li>Coordinate efforts centrally – cross-functional work groups </li></ul><ul><li>Ensure your agency understands your priorities and your process </li></ul>
  42. 69. Right Community <ul><li>Create Value for your Customers! </li></ul><ul><li>Either by harnessing the power of your communities or by offering something that consumer’s can’t do on their own. The role of the institution is facilitation. </li></ul><ul><li>Give customers a stake in your brand. </li></ul>
  43. 70. Right Attitude <ul><li>Bi-directional </li></ul><ul><li>Peer-to-peer (brandividuals are essential) </li></ul><ul><li>Humble </li></ul>
  44. 71. Right Questions Who Who are our audiences? How are they currently interacting with our brand? Where Where are our constituents online? What communities do they use? Why Why are we engaging ? (Market – Connect– Collaborate – Recruit) What What is our message? What do we want to change with our audiences? How What tools will we use to support our objectives? What are our success metrics?
  45. 72. Resource Recommendations … http://www.forrester.com/Groundswell http://www.friendswithbenefitsbook.com/ Disclosure: I am the technical reviewer of the upcoming printed edition.
  46. 73. Resource Recommendations … <ul><ul><li>Chris Brogan - social media and community strategy - http://www.chrisbrogan.com </li></ul></ul><ul><ul><li>Mashable - Web 2.0 and Social Media News & Analysis (tool oriented) -http://mashable.com </li></ul></ul><ul><ul><li>ReadWriteWeb - Web Apps, Technology Trends, Social Networking - http://readwriteweb.com </li></ul></ul><ul><ul><li>Jeremiah Owyang - Social Media & Web Strategist for Forrester Research - http://www.web-strategist.com/blog </li></ul></ul><ul><ul><li>Universal McCann's Report - When Did We Start Trusting Strangers - http://www.universalmccann.com/ </li></ul></ul><ul><ul><li>Pew Internet & American Life - http://www.pewinternet.org/ </li></ul></ul>
  47. 74. Questions? http://www.flickr.com/photos/calavera/65098350/
  48. 75. http://www.flickr.com/photos/vernhart/1574355646/

Notes de l'éditeur

  • Slides and links are here.
  • One slide about me 
  • So, what is social media? Wikipedia knows. But that’s a little technical. To me, the most important thing to know is that social media isn’t this …
  • It’s not about the technology. Technology is like air now. Right now, in the room – who is connected? We’re being webcast – that’s a connection. So, the technology facilitates it, but social media isn’t about technology.
  • Social media is, of course, all about people.
  • Important to remember. People are complex
  • People are messy
  • There are lots of them and they take different forms.
  • The same person may take on different roles.
  • Because people are complex, messy, and multifaceted, everything is shifting because of social media Communication tone Communication type Communication vehicle
  • Social Media! Power is equally distributed; no longer a top-down model Distributed via evolving communities rather than monolithic networks Created by consumers rather than “experts” (aka agencies) Promotes dialogue rather than monologue .. Engaging in a conversation (Markets are Conversations .. See “The Cluetrain Manifesto”
  • Brands aren’t messy. Brands aren’t like me. They are clean and shiny and are an ideal.
  • But with the brandividual, instead of seeing an ideal, we start to see an actualization.
  • Brandividuals didn’t really start w/ social media. They have always existed – particularly in customer service. Remember when you called a call centre and got that one AWESOME employee and wished you could have them everytime you called? That’s a brandividual. Brandividuals engage in social media. YOU will become a brandividual.
  • We trust people like us. (complex, messy, playing many roles)
  • We don’t trust corporations. It’s easier to trust Scott than Ford. Tonia than Molson.
  • It’s the mix of personal and professional information that we receive which helps to build our trust. Not like a press release which simply has a faceless name attached to it. We feel that we know a person better than a company. That a person gives us authentic information. That they are more likely to be on our side.
  • So, I thought we should look at some specific types of social media and a few examples of companies who are using them, specifically in an HR context.
  • Second type of Social Media: BLOG Simply put, an online journal consisting of posts in reverse chronological order Can be personal, professional, political, topical … anything you want to write about From a business POV they are often a good complement to a static website. Opportunity to create the *go to* place for information Easy to create The more you give away, the more business you will create
  • Podcasts &amp; Video Casts Delivering audio or video content online using RSS Requires more tech savvy to set up and create one, but there are a lot of “how to’s” out there Good for an interview format (e.g. if you wanted to run an interview show) or if your customers are commuters or in their vehicles Can also be used as a sales training tool for your mobile sales force You don’t need an ipod … any mp3 player, or even just your computer will work to listen or view; over 50% of podcasts listeners do so on their laptops You do need software (mainly free, e.g. iTunes) to listen
  • Social Networks Communities that allow a) you to create and share content … and B) find like members who share something in common: interests, goals, concerns, people Finding people in common is really the important bit .. b/c you can create content on your own You’re building your network (professional, hobby, etc) Accomplished by tagging There is a social network for Everything &amp; Everyone .. Want to show you a few examples. Business Network – LinkedIn Community Network – Change Everything (interesting b/c this is sponsored by a local company, VanCity) Cricket Network Sneaker Network Fashion Advice Shared Goals Network
  • If a brandividual fails us .. Because of the personal relationship (or the perception of a personal relationship) it’s worse than just poor customer service. It’s like if a friend fails us.
  • Vespa created an authentic blog with a group of enthusiasts and then lost interest. They stopped responding to inquiries from the bloggers and created negative feedback from neglect. Vespa forgot about the blog and it stayed live, yet derelict with negative comments, for 2 years before it was eventually taken down.
  • Social media is a TEAM effort. Make it one! Random House Twitter | Petro-Canada blog | Nuts about Southwest blog | Fanscape Twitter