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Making social media work for you February 2011
 

Making social media work for you February 2011

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

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

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Making social media work for you February 2011 Making social media work for you February 2011 Presentation Transcript

  • Making social media work for you
    by Toronto Training and HR
    February 2011
  • Contents
    3-4 Introduction to Toronto Training and HR
    5-10 Fad or here to stay?
    11-12 Age differences
    13-14 Links with employee engagement
    15-17 Social learning
    18-22 Developing an acceptable use policy
    23-24 Safeguarding the brand from criticism online
    25-29 Great brands
    30-33 Who’s using social media
    34-40 Tips for success
    41-44 Trends for 2011
    45-50 Case studies
    51-52 Conclusion and questions
    Page 2
  • Page 3
    Introduction
  • Page 4
    Introduction to Toronto Training and HR
    Toronto Training and HRis a specialist training and human resources consultancy headed by Timothy Holden
    10 years in banking
    10 years in training and human resources
    Freelance practitioner since 2006
    The core services provided by Toronto Training and HR are:
    • Training course design
    • Training course delivery
    - Reducing costs
    • Saving time
    • Improving employee engagement & morale
    • Services for job seekers
  • Page 5
    Fad or here to stay?
  • Fad or here to stay? 2 of 5
    Blog Readership
    More than 133,000,000 blogs have been indexed since 2002
    77% read blogs
    1 in 5 report blogging daily
    2/3 of bloggers are male
    72% of bloggers are hobbyists
    58% say they are better-known in their industry because of their blog
    Sources: 2009 State of the Blogosphere by Technorati.
  • Fad or here to stay? 3 of 5
  • Fad or here to stay? 4 of 5
    LinkedIn
    • 65 million members in 200 countries on all 7 continents
    • ½ the traffic comes from outside the US
    • Executives from all Fortune 500 companies are on LinkedIn
    • LinkedIn adds a new member every second
    Sources: LinkedIn Web site, LinkedIn Blog
  • Fad or here to stay? 5 of 5
    YouTube
    • 12.8 billion downloads in Jan. 2011
    • Every minute, 24 hours of video is uploaded
    • 18-55 year olds, evenly male and female
    Online video
    • 34.4 billion downloads in Jan. 2011
    • 84% of the U.S. Internet audience has watched a video
    • 12.2 hours of video per viewer in Nov. 2010
  • Page 11
    Age differences
  • Page 12
    Age differences
    Get more work done
    Get better work done
    Learn truly useful things
    Learn more in less time
  • Page 13
    Links with employee engagement
  • Page 14
    Links with employee engagement
    Why is engagement important?
    Key factors in employee engagement
    How can social media enhance employee engagement?
    Social media tools
    How are social media tools being used?
    Challenges to adopting social media tools
    Corporate culture is key
    Explore social media tools to increase employee engagement
  • Page 15
    Social learning
  • Page 16
    Social learning 1 of 2
    QUESTIONS TO ASK
    How can we support those who are already working and learning collaboratively?
    How can we build on what is already happening?
    How can we encourage those who are not already
    working and learning collaboratively to do so?
    How can we provide services to individuals and
    teams to help them address their learning and
    performance problems using collaborative approaches?
  • Page 17
    Social learning 2 of 2
    A SUPPORTIVE BOTTOM-UP APPROACH
    Learning & development does not own social learning
    Autonomy is a powerful motivator
    Better results come from ‘getting out the way’
  • Page 18
    Developing an acceptable use policy
  • Page 19
    Developing an acceptable use policy 1 of 4
    Start by expanding your company's existing acceptable use policies governing email and web communications.
    Clearly specify what is acceptable and what is inappropriate to post to social media sites.
    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.
    Let employees know that messages posted to social media sites will be monitored-this is vital.
  • Page 20
    Developing an acceptable use policy 2 of 4
    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.
    Consider developing multiple Acceptable Use Policies (AUPs) for globally distributed staff, to cater for the laws of different countries.
    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.
  • Page 21
    Developing an acceptable use policy 3 of 4
    CONTENT FILTERS
    Preventing the posting of inappropriate language or brand names to social media sites.
    Preventing inappropriate images from being posted
    Blocking of incoming or outgoing file types over social media (e.g. Excel spreadsheets and databases).
    Blocking access to dangerous websites, such as gambling sites, that are known to be hosting malware.
    Dividing websites into work-related and non work-related sites, to track usage.
    Dividing social media access by job description, to manage non work-related usage.
  • Page 22
    Developing an acceptable use policy 4 of 4
    CONTENT FILTERS
    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.
    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.
    Limit the installation of plug-ins such as games on social network sites, as these can impact productivity and network security.
  • Page 23
    Safeguarding the brand from criticism online
  • Page 24
    Safeguarding the brand from criticism online
    Your brand and good name are precious, so make time to monitor what is being said online
    Consider whether any detractor’s criticism is valid and, if it is, take appropriate action to remedy it
    Let your employees know that their feedback is welcomes and will be acted on
    Establish a policy on social media usage to guide employees
    Be prepared to intervene immediately to quash any falsehoods about your company
    Use social networking to proactively promote your brand
  • Page 25
    Great brands
  • Page 26
    Great brands 1 of 4
    FUNDAMENTAL QUALITIES
    They offer and communicate a clear, relevant customer promise
    They build trust by delivering on that promise
    They drive the market by continually improving
    the promise
    They seek further advantage by innovating beyond
    the familiar
  • Page 27
    Great brands 2 of 4
    KEEP YOUR EYE ON THE BALL
    Don’t throw out your playbook
    Use social media primarily for insight
    Strive to go viral but protect the brand
    Engage, but follow the social rules
  • Page 28
    Great brands 3 of 4
    REPUTATION WARFARE
    Avoid disproportionate shows of force
    Don’t let bureaucracy get in the way-respond at high speed.
    Empower your team to help tell your organization’s side of the story
    Go rogue: new media can be your friend
    Find sympathetic third parties to serve as “force multipliers”
    Stockpile credentials now for use in battles ahead
  • Page 29
    Great brands 4 of 4
    SPENDING MONEY IN THE RIGHT PLACES
    Then-the funnel metaphor
    Now-the consumer decision journey
    Block that metaphor
    The journey in practice
    Launching a pilot
    Taking action
    A customer experience plan
    New roles for marketing
    Starting the journey
  • Page 30
    Who’s using social media?
  • Page 31
    Who’s using social media? 1 of 3
    INDUSTRIES
    Search engines
    Advertising and marketing
    Banking
    Traditional media (Publishing, TV & radio)
    Toys and games
  • Page 32
    Who’s using social media? 2 of 3
    JOB TITLES
    Marketing/Chief Marketing Officer
    Human Resources and recruiting
    Communications and public relations
    IT
    Sales
  • Page 33
    Who’s using social media? 3 of 3
    COMPANIES
    Google
    Microsoft
    Amazon
    Juniper Networks
    Adobe
  • Page 34
    Tips for success
  • Page 35
    Tips for success 1 of 6
    Define your goals
    Listen
    Draft a simple social media policy
    Start conversations
    Humanize your organization
    Establish your identity
    Know your customers
    Reward true fans
    Acknowledge screw-ups
    From online to offline
  • Page 36
    Tips for success 2 of 6
    MONITOR AND OPTIMIZE
    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:
  • Page 37
    Tips for success 3 of 6
    MONITOR AND OPTIMIZE
    Sales revenue
    Number of transactions
    Number of customers
    Per-order expenditure
    In-store traffic
  • Page 38
    Tips for success 4 of 6
    MONITOR AND OPTIMIZE
    If sales or savings aren’t your main goals, then monitor:
    Awareness: numbers of fans or followers, mentions or incoming links
    Non-financial conversions: numbers of downloads, newsletter sign-ups or forwards to friends
    Relationships: numbers of interactions or types and quality of initiations
    Engagement: presence of unique visitors, repeat visits or durations of time on site
  • Page 39
    Tips for success 5 of 6
    MONITOR AND OPTIMIZE
    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.
  • Page 40
    Tips for success 6 of 6
    AVOID COMMON MISTAKES
    Lack of a specific and human-sounding tone
    Mistakes with the frequency of delivery
    Mix of the content is wrong
  • Page 41
    Trends for 2011
  • Page 42
    Trends for 2011 1 of 3
    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
    women.
  • Page 43
    Trends for 2011 2 of 3
    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
    (63%). In contrast young parents talk least about their work both online (22%) and offline (51%).
    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.
  • Page 44
    Trends for 2011 3 of 3
    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.
  • Page 45
    Case study A
  • Page 46
    Case study A
  • Page 47
    Case study B
  • Page 48
    Case study B
  • Page 49
    Case study C
  • Page 50
    Case study C
  • Page 51
    Conclusion & Questions
  • Page 52
    Conclusion
    Summary
    Questions