Making social media work for you February 2011


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Half day interactive open workshop on social media held in Toronto.

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  • Making social media work for you February 2011

    1. 1. Making social media work for you<br />by Toronto Training and HR <br />February 2011<br />
    2. 2. Contents<br />3-4 Introduction to Toronto Training and HR<br /> 5-10 Fad or here to stay?<br /> 11-12 Age differences<br /> 13-14 Links with employee engagement<br /> 15-17 Social learning<br /> 18-22 Developing an acceptable use policy<br />23-24 Safeguarding the brand from criticism online<br /> 25-29 Great brands<br />30-33 Who’s using social media<br />34-40 Tips for success<br /> 41-44 Trends for 2011 <br /> 45-50 Case studies<br />51-52 Conclusion and questions<br />Page 2<br />
    3. 3. Page 3<br />Introduction<br />
    4. 4. Page 4<br />Introduction to Toronto Training and HR<br />Toronto Training and HRis a specialist training and human resources consultancy headed by Timothy Holden <br />10 years in banking<br />10 years in training and human resources<br />Freelance practitioner since 2006<br />The core services provided by Toronto Training and HR are:<br /><ul><li>Training course design
    5. 5. Training course delivery</li></ul>- Reducing costs<br /><ul><li>Saving time
    6. 6. Improving employee engagement & morale
    7. 7. Services for job seekers</li></li></ul><li>Page 5<br />Fad or here to stay?<br />
    8. 8.
    9. 9. Fad or here to stay? 2 of 5<br />Blog Readership<br />More than 133,000,000 blogs have been indexed since 2002<br />77% read blogs<br />1 in 5 report blogging daily<br />2/3 of bloggers are male<br />72% of bloggers are hobbyists<br />58% say they are better-known in their industry because of their blog<br />Sources: 2009 State of the Blogosphere by Technorati.<br />
    10. 10. Fad or here to stay? 3 of 5<br />
    11. 11. Fad or here to stay? 4 of 5<br />LinkedIn<br /><ul><li>65 million members in 200 countries on all 7 continents
    12. 12. ½ the traffic comes from outside the US
    13. 13. Executives from all Fortune 500 companies are on LinkedIn
    14. 14. LinkedIn adds a new member every second</li></ul>Sources: LinkedIn Web site, LinkedIn Blog<br />
    15. 15. Fad or here to stay? 5 of 5<br />YouTube<br /><ul><li>12.8 billion downloads in Jan. 2011
    16. 16. Every minute, 24 hours of video is uploaded
    17. 17. 18-55 year olds, evenly male and female</li></ul>Online video<br /><ul><li>34.4 billion downloads in Jan. 2011
    18. 18. 84% of the U.S. Internet audience has watched a video
    19. 19. 12.2 hours of video per viewer in Nov. 2010</li></li></ul><li>Page 11<br />Age differences<br />
    20. 20. Page 12<br />Age differences<br />Get more work done<br />Get better work done<br />Learn truly useful things<br />Learn more in less time<br />
    21. 21. Page 13<br />Links with employee engagement<br />
    22. 22. Page 14<br />Links with employee engagement<br />Why is engagement important?<br />Key factors in employee engagement<br />How can social media enhance employee engagement?<br />Social media tools<br />How are social media tools being used?<br />Challenges to adopting social media tools<br />Corporate culture is key<br />Explore social media tools to increase employee engagement <br />
    23. 23. Page 15<br />Social learning<br />
    24. 24. Page 16<br />Social learning 1 of 2<br />QUESTIONS TO ASK<br />How can we support those who are already working and learning collaboratively?<br />How can we build on what is already happening?<br />How can we encourage those who are not already<br />working and learning collaboratively to do so?<br />How can we provide services to individuals and<br />teams to help them address their learning and<br />performance problems using collaborative approaches?<br />
    25. 25. Page 17<br />Social learning 2 of 2<br />A SUPPORTIVE BOTTOM-UP APPROACH<br />Learning & development does not own social learning<br />Autonomy is a powerful motivator<br />Better results come from ‘getting out the way’<br />
    26. 26. Page 18<br />Developing an acceptable use policy<br />
    27. 27. Page 19<br />Developing an acceptable use policy 1 of 4<br />Start by expanding your company's existing acceptable use policies governing email and web communications.<br />Clearly specify what is acceptable and what is inappropriate to post to social media sites.<br />State what can be posted during business hours and outside of business hours (if indeed there is any difference). Where there is no differentiation, clearly state this in the policy.<br />Let employees know that messages posted to social media sites will be monitored-this is vital.<br />
    28. 28. Page 20<br />Developing an acceptable use policy 2 of 4<br />Review all privacy settings on social media sites that contain your corporate profile. Educate staff about privacy settings too. Opting for minimal settings can expose your network to malware directed at popular social media sites.<br />Consider developing multiple Acceptable Use Policies (AUPs) for globally distributed staff, to cater for the laws of different countries.<br />Once you have taken these first steps, technology then can be used to remind employees of their responsibilities to protect company reputation and information. Rulesets within your email and web content management can then be used to enforce the social media AUPs.<br />
    29. 29. Page 21<br />Developing an acceptable use policy 3 of 4<br />CONTENT FILTERS<br />Preventing the posting of inappropriate language or brand names to social media sites.<br />Preventing inappropriate images from being posted<br />Blocking of incoming or outgoing file types over social media (e.g. Excel spreadsheets and databases).<br />Blocking access to dangerous websites, such as gambling sites, that are known to be hosting malware.<br />Dividing websites into work-related and non work-related sites, to track usage.<br />Dividing social media access by job description, to manage non work-related usage.<br />
    30. 30. Page 22<br />Developing an acceptable use policy 4 of 4<br />CONTENT FILTERS<br />Applying granular social media controls, such as read only rules on the corporate Facebook account, depending on employees' roles. Look for granular social network controls that can be set by network.<br />Enforce AUP by allowing timed access to social media sites during working hours to maintain productivity and to non-work related sites and webmail during lunch breaks, before 9am and after 5pm.<br />Limit the installation of plug-ins such as games on social network sites, as these can impact productivity and network security. <br />
    31. 31. Page 23<br />Safeguarding the brand from criticism online<br />
    32. 32. Page 24<br />Safeguarding the brand from criticism online<br />Your brand and good name are precious, so make time to monitor what is being said online<br />Consider whether any detractor’s criticism is valid and, if it is, take appropriate action to remedy it<br />Let your employees know that their feedback is welcomes and will be acted on<br />Establish a policy on social media usage to guide employees<br />Be prepared to intervene immediately to quash any falsehoods about your company<br />Use social networking to proactively promote your brand<br />
    33. 33. Page 25<br />Great brands<br />
    34. 34. Page 26<br />Great brands 1 of 4<br />FUNDAMENTAL QUALITIES<br />They offer and communicate a clear, relevant customer promise<br />They build trust by delivering on that promise<br />They drive the market by continually improving<br />the promise<br />They seek further advantage by innovating beyond<br />the familiar<br />
    35. 35. Page 27<br />Great brands 2 of 4<br />KEEP YOUR EYE ON THE BALL<br />Don’t throw out your playbook<br />Use social media primarily for insight<br />Strive to go viral but protect the brand<br />Engage, but follow the social rules <br />
    36. 36. Page 28<br />Great brands 3 of 4<br />REPUTATION WARFARE<br />Avoid disproportionate shows of force<br />Don’t let bureaucracy get in the way-respond at high speed.<br />Empower your team to help tell your organization’s side of the story<br />Go rogue: new media can be your friend<br />Find sympathetic third parties to serve as “force multipliers”<br />Stockpile credentials now for use in battles ahead<br />
    37. 37. Page 29<br />Great brands 4 of 4<br />SPENDING MONEY IN THE RIGHT PLACES<br />Then-the funnel metaphor<br />Now-the consumer decision journey<br />Block that metaphor<br />The journey in practice<br />Launching a pilot<br />Taking action<br />A customer experience plan<br />New roles for marketing<br />Starting the journey<br />
    38. 38. Page 30<br />Who’s using social media?<br />
    39. 39. Page 31<br />Who’s using social media? 1 of 3<br />INDUSTRIES<br />Search engines<br />Advertising and marketing<br />Banking<br />Traditional media (Publishing, TV & radio)<br />Toys and games<br />
    40. 40. Page 32<br />Who’s using social media? 2 of 3<br />JOB TITLES<br />Marketing/Chief Marketing Officer<br />Human Resources and recruiting<br />Communications and public relations<br />IT<br />Sales<br />
    41. 41. Page 33<br />Who’s using social media? 3 of 3<br />COMPANIES<br />Google<br />Microsoft<br />Amazon<br />Juniper Networks<br />Adobe<br />
    42. 42. Page 34<br />Tips for success<br />
    43. 43. Page 35<br />Tips for success 1 of 6<br />Define your goals<br />Listen<br />Draft a simple social media policy<br />Start conversations<br />Humanize your organization<br />Establish your identity<br />Know your customers<br />Reward true fans<br />Acknowledge screw-ups<br />From online to offline<br />
    44. 44. Page 36<br />Tips for success 2 of 6<br />MONITOR AND OPTIMIZE<br />For ROI, your social-media efforts must either earn or save you money. Determine which actions leading to sales have a financial impact on your business, and decide which baseline metrics you’ll use for comparison. Monitor for patterns that correlate your social-media interactions to such metrics as:<br />
    45. 45. Page 37<br />Tips for success 3 of 6<br />MONITOR AND OPTIMIZE<br />Sales revenue<br />Number of transactions<br />Number of customers<br />Per-order expenditure<br />In-store traffic<br />
    46. 46. Page 38<br />Tips for success 4 of 6<br />MONITOR AND OPTIMIZE<br />If sales or savings aren’t your main goals, then monitor:<br />Awareness: numbers of fans or followers, mentions or incoming links<br />Non-financial conversions: numbers of downloads, newsletter sign-ups or forwards to friends<br />Relationships: numbers of interactions or types and quality of initiations<br />Engagement: presence of unique visitors, repeat visits or durations of time on site<br />
    47. 47. Page 39<br />Tips for success 5 of 6<br />MONITOR AND OPTIMIZE<br />Plan so you can measure, and measure so you can improve. The web isn’t static, so your campaigns must evolve and improve constantly to meet your business objectives and your audience’s needs.<br />
    48. 48. Page 40<br />Tips for success 6 of 6<br />AVOID COMMON MISTAKES<br />Lack of a specific and human-sounding tone<br />Mistakes with the frequency of delivery<br />Mix of the content is wrong<br />
    49. 49. Page 41<br />Trends for 2011<br />
    50. 50. Page 42<br />Trends for 2011 1 of 3<br />Gen Y women are far more cautious then Gen Y men when it comes to social media and work-related issues. Overall, only 31% of Canadian 15-34 year olds believe companies should allow employees to use social media at work. However, far more men support the idea than women. While only 26% of women agree companies should allow their employees to use social media at work, 36% of men agree. The figures for the UK are exactly the same as Canada for men and women. Despite there being greater support overall, almost the same pattern emerges in the USA, with men agreeing with the statement 8% more than<br />women.<br />
    51. 51. Page 43<br />Trends for 2011 2 of 3<br />Women are using their offline support networks far more to discuss career matters than men. Young couples talk most about their work and careers both online (30%) and offline<br />(63%). In contrast young parents talk least about their work both online (22%) and offline (51%).<br />Gen Y singles, couples and young parents have on average around one quarter of their online social network made up of people from their workplace. In fact, the older end of Gen Y displayed attitudes that were far more open to mixing work and social media than their younger Gen Y counterparts.<br />
    52. 52. Page 44<br />Trends for 2011 3 of 3<br />Generation Y are not half as supportive of social media as you might expect. High school students in Canada, the USA and the UK are the least supportive of allowing social media in the workplace –45% don’t think it should be allowed in Canada, 40% in the UK and 37% in the USA. Young parents in the three countries are far less dismissive - only 30% don’t think it should be allowed in the workplace in Canada, 28% in the UK and only 22% in the USA.<br />
    53. 53. Page 45<br />Case study A<br />
    54. 54. Page 46<br />Case study A <br />
    55. 55. Page 47<br />Case study B<br />
    56. 56. Page 48<br />Case study B <br />
    57. 57. Page 49<br />Case study C<br />
    58. 58. Page 50<br />Case study C <br />
    59. 59. Page 51<br />Conclusion & Questions<br />
    60. 60. Page 52<br />Conclusion<br />Summary<br />Questions<br />