1. Let’s Talk Social Networking:
Gold Mine or Land Mine?
Lane County Human Resources Association
October 19 , 2010
Presented by:
Stephen Lowisz, Author & Educator
2. 1. What the h&## is it?
2. Like bell bottom jeans and leg warmers?
3. What are we so afraid of?
4. What do we do with it?
5. From the Flinstone’s to the Jetson’s?
Let’s Review Together:
Social Media
6. Common Channels:
• Social Networks
• News & Bookmarking
• Blogs
• Microblogging
• Video Sharing
• Photo Sharing
• Message boards
• Wikis
• Virtual Reality
• Social Gaming
• Related
o Podcasts
o Real Simple Syndication (RSS)
Social Media?
How do we power
7. • A social network service focuses on building and
reflecting of social networks or social relations
among people, e.g., who share interests and/or
activities. …
• The interaction between a group of people who
share a common interest; Using social contacts to
network; Using internet's network groups (such as
Facebook and Twitter) to network and communicate
between consumers and businesses
• The process of building online communities, often
accomplished both through 'groups' and 'friends
lists' that allow greater interaction on websites. Find
out more about social networking.
Define
The Term Social Media:
8. Steve’s Definition of
The Term Social Media.
Social media is a category of online media where people can develop
relationships and have a conversation online, often creating a lasting
product - W.O.M.
Look who’s talking:
•Your Customers
•Your Employees
•Your Investors
•Your Critics
•Your Fans
•Your Competition
•Your Candidates
•Anyone who has internet access and an
opinion!
10. Characteristics:
• If Facebook were a country, it would be the
third most populated in the world, ahead of the
United States.
• 500 Billion. The number of minutes spent on
Facebook per month.
HUGE.
#1: Social Media is
Only China and India are more populated.
Last year, That number was a measly
150 billion.
• 25 Billion. The amount of content (web
links, news stories, blog posts, notes,
photos, etc.) shared each month on
Facebook.
That’s more than 6X last year’s volume.
11. Characteristics (cont.):
• 500 Billion. The number of peer influence
impressions Americans generate per year via
social media.
• 24 Hours. The amount of video uploaded to
YouTube every minute.
HUGE.
#1: Social Media is
62% of those impressions come from Facebook.
That’s more than double last year’s
volume.
• 27 Million. The average number of
“tweets” per day on Twitter.
That’s more than 8X last year’s volume.
12. Social Media Influences People:
• 91% say consumer reviews are the #1 aid to
buying decisions.
• 87% trust a “friend’s” recommendation over a
critic’s review.
• 3 time more likely to trust peer opinions over
advertising for employment decisions.
• 1 word-of-mouth (W.O.M.) conversation has
the impact of over 30 TV/Radio/Print ads.
• #1 source of corporate research for potential
employees are blogs, tweets and electronic
alumni groups (84%).
#2: Social Media is
EFFECTIVE.
13. People are Using Social Media:
• Social networking has surpassed email as the
number one way to communicate
electronically. (Morgan Stanley)
• Facebook exceeded 500 million users in 2010.
• 60% of the US online users use social
networks monthly.
• 68% of US online users read blog.
• 23% of US online users publish a blog.
• 19% of US online users use RSS feeds.
• 33% of US online users post rating/reviews.
• 31% of US online users regularly update
status on social networking sites.
#3: Social Media is
MAINSTREAM.
19. Legal Hazards.
Social Media
What Information Can We Find?
•Contact Information
•Education
•Employment History
•Licenses & Certifications
•Awards & Honors
•Technical Skills & Abilities
20. Legal Hazards.
Social Media
What Information Can We Find?
•Photos
•Gender
•Race
•Birthday
•Sexual Orientation
•Relationship Status
•Political & Religious Views
21. Conversation Shift
The conversation IS NOT:
•Controlled
•Organized
•“On Message”
The conversation IS:
•Organic
•Complex
•Speaks in an unfiltered human voice
Social Media
22. The Conversation Shift
The power to define and control a brand, including
an employment brand, is shifting from corporations
and institutions
Social Media
to individuals and communities.
23. Can We Measure ROI?
“What’s the ROI for putting on
your pants every morning? I don’t
know, but I know its still important
to my business!”
Scott Monty, Digital Communications
at Ford Motor
Social Media
24. Can We Measure ROI?
Social Media is not free
Resources required may include:
•Strategic consultation
•Training
•Creating content
•Integrating tools
•Distributing content
•Relationship management
•Measuring value
Social Media
26. Social Media
Employee Productivity
The 3 Myths
•Blocking will increase the productivity of the
employee.
•We will save money since our employees are
wasting the bandwidth.
•No issues with downloading inappropriate
content.
27. Social Media
Employee Productivity
Social Tools and Disruptive Technology?
•Managers were afraid Excel would stimulate workers to make
sports or grocery lists during work hours.
•You only block internet access when you are afraid to talk with
your employees about their behavior.
•Preventing behavior does not solve your problems, it will only
prevent them for a short period of time!
•In a world full of mobile devices, social networking can happen
24/7 from the board room to the bathroom!
28. Social Media
Loosing Control
• You have already lost control! Employees are using social
media today. Conversations are happening – why not be
part of them?
• Convergys Study – Each unaddressed, negative review of a
product or employer on Facebook, YouTube, or Twitter can
cost an organization more that 30 customers or candidates.
“If you don’t focus on building your brand through
social media, someone else will!”
30. What we get wrong…
• Silver Bullet Syndrome.
• Focus only on “taking” from the community
without giving.
• Expecting immediate results.
• Not adding the right resources.
• Focusing on the transaction. Forgetting the
goal.
• Not leveraging your employees as corporate
ambassadors.
• Using Social Media as a Source and not a
strategy.
Social Media
32. How To
Leverage
Social Media
Key Steps
1. Understand your audience.
• Who is using social media?
• What tools are they using?
• How are they using those tools?
2. Use Social Media as one leg of a multi leg stool.
• Website
• Print Collateral
• Mobile
33. How to Leverage
Social Media
Key Steps
3. Dedicate the time. Wait until you can do it right!
• Blogging, tweeting, etc. takes time
• Dedicate a resource
3. Get over your fear – Social Media isn’t going away.
• Embrace it, Engage in it
• Catch up before you are left behind
3. Listen and research to learn and contribute.
• What do your customers and employees want?
• What are they talking about? Make it relevant to them!
34. Key Steps
6. Focus on your Brand
Advance your Mission
Connect with Candidates
Engage your Audience
Invite Feedback
Tell the Truth
How to
Leverage
Social Media
FACE TI
36. What to Measure:
• Sourcing Channels
• Recruiter Efficiency
• Candidate Satisfaction/Experience
• Hiring Manager Satisfaction/Experience
• Quality of Hire/Productivity
• Efficiency Ratio
Future Trends
Location Based Identification
Preference Based Marketing
• Consumer Specific Marketing
• Candidate Specific Career Marketing
Instant Communication
• Not Instant Messaging
• Google Wave
