America Empresarial, Bogota, 2011 The concept of social networking isn’t just for young people anymore. More and more businesses and professionals are using social media as a way to generate revenue and interact with customers (both internally and externally.) When case studies show the use of social tools exceeds email, then businesses have to stand up, take notice and join the movement. For business professionals, this becomes an opportunity to develop an internal marketing and communications strategy to support our organizations. But what exactly is the philosophy behind social networking? This presentation offers an overview to the purpose of social media and the key considerations for developing and implementing a social networking strategy in your organization.

1. The New Model of Interaction in
Social Networks
Sharlyn Lauby, SPHR, CPLP
ITM Group, Inc.
www.itmgroupinc.com

2. Who Are You?

3. Today’s Presentation
 Realize the trends
 Understand the impact
 Discuss common social media applications
 Outline pros/cons
 Present a strategy framework

4. What is social media?
Social Media = Conversations between
people over the internet.

5. Why are people using social media?
 50% of Latin American Countries use Social Media
 79% of Fortune 100 using it (Ford, Dell, BP)
 50% of social network users are connected to brands
 36% posted content about brands on social networks
 Everyone is (or will be) using social media
 373 million people (Strategy Analytics)
 600,000 new users to Facebook each day
 77% of internet users read blogs
 More usage than email

6. Companies Using Social Media
Companies Using at Least One Social Media Platform
B-M Latin America Social Media Study, Sept 2010
B-M Global Social Media Study, Feb 2010

7. People are Talking about You
Web
Your
Organization
Facebook
Blogs
Twitter

8. Is This Your View of Social Media?

9. Social Media
is About
People

10. Case Study
 Company founded in 2002
 For 6 years, flat growth
 In 2007, started using YouTube for marketing
 Sales increased 40% in first year
 In 2008, sales increased 80%
 In 2009, profit increased 432%
 YTD 2010, profit increased 300%

12. How does social media do it?
 Builds trust
 Conveys transparency
 Mix of personal and professional
 Shows passion
 Has versatility
 Offers speed
 Provides cost efficiency

13. 50% of Social Media activity happens on
web sites you’ve never heard of

14. 4 Popular Social Media Tools
Blogs (readers)
(connections)
(friends, fans)
(tweeps)

15. LinkedIn
 “A New User Every Second”
 Reid Hoffman, CEO (Social Recruiting Summit ‘09)
 Typical user
 Senior level (44% manager and above)
 Decision makers (66%)
 Over age 40
 College grad
 Makes over $100,000/year

16. Source: LinkedIn

17. Professional Uses for LinkedIn
 Networking
 Recommendations
 Research People / Organizations
 Get advice
 Job Search
 Freelance and/or Consulting Work

20. Directors, Managers and HR Managers. Students and graduates in professional HR and Industrial RRLL. Training and job
opportunities for Headhunters / Recruiters Marketing and R & D Management Coaching from Argentina, Spain, Chile, Mexico,
Colombia, Venezuela, Peru, Brazil, Ecuador and Uruguay

21. LinkedIn Groups
 Colombia Networking
 SAP LATAM
 Latin America Business Development Network
 Empleo IT 2.0 (IT Jobs 2.0)
 JOBS 2.0 Latin America
 Universidad do los Andes Alumni Group

22. Blogs
 Weblog
 News/Information/Education source
 133 Million (Technorati)
 900,000 posts created every 24-hours
 “Blogs in Plain English” on YouTube
 Individual Contributors, Group Blogs or Blog Rolls

23. Companies with Blogs
B-M Latin America Social Media Study, Sept 2010
B-M Global Social Media Study, Feb 2010

24. Organization/Company Blogs
 Establish corporate culture
 Communicate to recipients/donors/BOD
 Communicate to job candidates
 Convey experiences (mission, events, education)
 Establish expertise as a community resource

25.  Sales
Case Study: Zappos
 Founded in 1999
 $1.6M in 2000
 $1B in 2008
 Complete Focus on Customer Service

27. “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

28. Blog Reading Made Simple
 RSS
 Really Simple Syndication
 Helps You Save Time
 Google Reader
 RSS in Plain English
 http://www.youtube.com/watch?v=0klgLsSxGsU

29. “Twitter is like a Text Message
with a BCC: To The World” Photo Credit: ydhsu

30. Twitter
 Estimated 100 Million Users
 Half of users log in daily
 55% of Twitter users are on mobile
 Over 230 Million Tweets Sent Daily (aka 5B Tweets a
month!)
 Supports 17 different languages
Source: Twitter “State of the Business”
– Sept 2011

31. Companies with Twitter Accounts
Puerto
Rico
B-M Latin America Social Media Study, Sept 2010
B-M Global Social Media Study, Feb 2010

32. Users say they’re more likely to buy
if a business answers their
questions on Twitter.
- NYTimes.com

33. Hashtag: #ASTDSFL

35. The Power of Twitter - Hashtags
 Put a # in front of a term
 All Tweets with that hashtag are aggregated
 Examples:
 #Bogotá #CONMEBOL
 #talentmanagement #humanresources

39. What can I communicate?
 Success stories
 eCommerce (@delloutlet)
 Event Announcements
 Conversations
 Customers
 Prospects
 Stakeholders
 Media

40. How Companies Are Using
Twitter to Communicate
Telcel uses this
account to answer
customer concerns
and problems.
Telcel lists other
corporate accounts
that cover different
topics.
Petrobras uses this
account to post news
about the company.
They recently ran a
short Twitter contest.

41. “Facebook is a social
network that connects
people personally and
professionally through
connections, messages,
photos, & videos.”
Photo Credit: Marvin Kuo

42. Facebook
 Over 700 million active users
 65% + are outside of college
 3rd most used site among 65+ users
 Typical user
 130 friends
 Connects to 80 community pages/groups/events
 50% of users log on at least once a day
 150 million access FB through a mobile device

43. Four in Ten Companies in Latin
America are on Facebook
Companies with Facebook Accounts
Puerto
Rico
B-M Latin America Social Media Study, Sept 2010
B-M Global Social Media Study, Feb 2010

44. Business Uses for Facebook
 Recruiting
 Employee Groups / Alumni Networks
 Association Information
 Media Communication
 Events
 New Products/Services

48. Think of social media
 As an extension of your current communications
etiquette
 Voicemail
 Email
 Faxes
 Memos
 Conversations with media

49. If you trust your
employees to
answer the
phone…
…why not trust them with
social media?

50. Today’s Reality?

51. The Real Reality

52. Mobile
• 5.3 Billion
• In the US, 25% are mobile only
• In China, the number is 30%
• In India, it’s 59%
• And in Egypt, it’s 70%
• 85% of phones access the Web
• 8 Trillion text messages will be sent in 2011
• Mobile web usages exceeds mobile apps
• mCommerce is huge
• 91% of retailers have a mobile sales strategy in place
• US - $6B by end of 2011, $31B by 2016
• eBay had $2B in sales via mobile
Source: mobiThinking,
- July 2011

53. Getting Started with Social Media
 Establish a social media strategy
 Consider using social media for 1-2 small
projects
 Update your communications policy to
include social media
 Offer training for employees
 HAVE FUN!

54. 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 Coverage
Those interested or
attending the event,
media
Event information,
updates, behind the
scenes coverage
Create face-to-face
meetings; chat with
attendees; ask and
answer questions
Issue Advocacy
Those 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

55. When Things Go Wrong…

56. Case Study #1 - Amazon
 Deleted sales rankings of gay and lesbian themed
books
 Writer Mark Probst blogged about it
 Post was dated Sunday, April 12.2010 at 2:08 a.m.
 Within 24 hours, here’s what happened:

57. 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

58. Case Study #2 – Domino’s
 Monday, April 13.2010
 Two employees posted a video on YouTube
 In one week, over 1 million views
 3rd highest spot on YouTube
 Employees fired and facing charges

59. “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 McIntyre
Spokesperson, Domino’s

60. Case Study #3: Ann Taylor

62. Social Media to Mitigate Problems
• 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

63. Thank
You!
Connect:
Blog: www.hrbartender.com
Facebook: http://www.facebook.com/hrbartender
LinkedIn: http://www.linkedin.com/in/sharlynlauby
Twitter: @sharlyn_lauby and @hrbartender
YouTube: http://www.youtube.com/HRBartender

64. Video Resources
 CommonCraft
 http://www.youtube.com/user/commoncraft
 Best Buy Social Media Marketing
 http://www.youtube.com/watch?v=-rTzIAWI4Ms
 Social Media Revolution
 http://www.youtube.com/watch?v=sIFYPQjYhv8
 Social Media ROI Video
 http://www.youtube.com/watch?v=ypmfs3z8esI

65. Other Resources
 Guide to Corporate HR Blogging
 http://www.instigatorblog.com/corporate-hr-blogging-
guide/2009/06/09/
 Mashable
 http://mashable.com/