Social Media in HR - Presentation (January 26, 2011)


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An informative presentation on “The Value Proposition for Social media in HR” and how to effectively integrate Social Media into a well balanced HR and organizational development plan, using online resources.

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  • You Tube VideoJoanne intros usIntro ourselves and comment on videoMAUREEN – comment on how business is changing – look how things have changed and how it is becoming part of our daily life.WAYNE – comment on how language is changing4. ICEBREAKER - **BINGO** - A fun way to demonstrate how social media is changing our language!Social media is changing the landscape of business. EXAMPLE (Mo’s business – no media or marketing buys) (Wayne – hottub GMG client)A Black and White explanation of social media. This is information – there is no right or wrong WE are here to introduce social media, and leave it to you to evaluate how/if it might be relevant to your business.Using it STRATEGICALLY!i.e) Wall Street Journal **"It's almost a throwback to the old, dial-for-dollars method of recruiting," says Ms. Yarnot. "We need to reach candidates earlier, before they're being pursued by competitors."
  • MAUREEN - Bring Group back from BINGOWERE YOUR SURPRISED HOW SOCIAL MEDIA IS ALREADY PART OF YOUR LIFE?Brain storm and explore the VP for Social Media in HRMore specifically VP for Social Media in your organizationhow to integrate Social Media effectively into a well balanced HR and organizational development plan, using online resources. We will introduce the following topics:Defining Social MediaDemystifying Social MediaDetermining the value of Social Media for HRDesigning a Social Media approach customized to your organizationLearn about ways that Social Media can be leveraged to meet your needs
  • MAUREEN shifthow people discover, read and share news, information and content transformation from monologue to dialog from readers into publishersEXAMPLE:Journalist/newspaper – now we’re all journalists with a global audienceNOTthe end-all-be-allA quick fix. It’s one toolGoing to work for everyoneDefinition from Wikipedia: Social media are media for social interaction, using highly accessible and scalable publishing techniques. Social media uses web-based technologies to turn communication into interactive dialogues. Andreas Kaplan and Michael Haenlein also define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content."[1]Businesses also refer to social media as consumer-generated media (CGM). A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value.
  • WAYNEWhy Should I Care? What value does it offer to my organization?Social networking now accounts for 22% of all time spent online in the US.[4]A total of 234 million people age 13 and older in the U.S. used mobile devices in December 2009.[5]Twitter processed more than one billion tweets in December 2009 and averages almost 40 million tweets per day.[6]Over 25% of U.S. internet page views occurred at one of the top social networking sites in December 2009, up from 13.8% a year before.[7]Australia has some of the highest social media usage statistics in the world. In terms of Facebook use Australia ranks highest with almost 9 hours per month from over 9 million users.[8][9]* Wikipedia January 14, 201180% of Americans use social media monthly.2/3 of the world’s population uses social networks. Time spent on social networks is growing 3 times faster than time spent online. *Forrester, The Broad Reach of Social Technologies, August 25, 2009*Neilsen, Global Place & Networked Places, 2009
  • MAUREENWe’re hear to Information and Education about the topic so you can make informed (not fearful) choices about your business and HR strategies moving forward.WHAT SOCIAL MEDIA CAN DO IS Leads to community building where people share links, newsletters, blog posts…this engages, attracts and retains community members (similar to talent?)At any one moment, social consumers are- Influencers- Decision Makers- Peers- Advisers- Idea Generators- Adversaries- Advocates Customers**IMPORTANT MESSAGE – Transparency (wsj article that jobseekers are customers too – if you’re not responding to their inquiry, what are you doing to the company’s brand?)WAYNE EXAMPLES:That the social media ecosystem has done a pretty lousy job of putting the spotlight on social media “success”. Social Media Success: 5 Lessons From In-House Corporate Teams STUDY - EARLY ADAPTER: Dell currently enjoys an online presence in more than 160 countries with more than 15,000 online conversations about Dell taking place every day — a stat that makes it one of the most mentioned brands. Dell is proud of its history of online customer communication and claims to have been exchanging info with customers online since the late 1980s. Dell sees social media as integral to the day-to-day activities of its employees all around the world. Interested employees can attend Dell’s “Social Media() and Communities University” to help them better represent the brand online.As far as social commerce goes, Dell has received more than 170,000 customer ratings and reviews on across 62 countries, while its main Facebook Page has more than 360,000 fans. The most headline-grabbing example of Dell’s social media program netting real-world results is its @DellOutlet Twitter account. Currently enjoying more than 1.5 million followers, Dell revealed late last year that it had generated $6.5 million in revenue [as a result of SM], a figure that we can only assume has grown since.Reason for Success: “Listening to our customers has always been at the heart of what we do,” says Bridge. “Dell’s heritage of direct customer connections and online leadership are the seeds of our drive to be a social media success.”Others:Have your driven a Ford lately? – The Ford come backFord currently has more than half a million followers across Twitter and Facebook. A campaign-based example of recent social media success is the promotion for the 2011 Ford Explorer, which netted a number-one trending topic on Twitter, a number-two Google() trend, and vehicle orders that were more than double what had been projected. Intel – a pioneer in the social media spaceIntel’s “Social Media Guidelines” is one of the best known corporate policies around. During the past two years, the company has trained more than 1,000 “social media practitioners,” in order to help them “succeed globally by enabling with information, tools, latest and greatest best-known practices, playbooks, strategic direction” and more. “It is important for us to have presence on social networking sites where our customers can engage in a dialogue with us and get a 1:1 attention.”Walter tells us Intel has been especially successful in engaging on Facebook in the past year. “We have achieved about 10% to 15% monthly organic fan growth on average, which is considered the highest organic growth you can get. We are now up to over 240K fans (over 90% of which were acquired organically).”JetBlue – becoming a differentiatorThe JetBlue Strategy is led by its Communications DepartmentJetBlue’s Twitter presence is the jewel in its social media crown. JetBlue started a Twitter account back in 2007 and now boasts 1.6 million followers. This success has seen the company launch a separate account — Cheeps — which is used to push promotional fares. JetBlue says this second Twitter account “has proven successful as a dedicated social media channel.”vodaphones – new but innovativeVodafone’s social media team was formed around 19 months ago. It has since grown from the original three staff members to 15 and includes online PR and social media specialists and customer care and acquisitionsVodafone currently has more than 18,000 followers on Twitter, 210,000 fans on Facebook and another 116,000 on its non-profit Vodafone Foundation “World of Difference” Page.A recent example of success for a specific project comes in with Vodafone-backed @documentally‘s challenge to travel the length of the UK utilizing only a PAYGSIM card and an iPhone. The trip resulted in 4 million impressions on Twitter alone, which JakubHrabovsky, head of web relations, says “demonstrates the endless possibilities and sheer power of social media.”“Twitter, due to its fast-paced nature, has been the most successful channel for us with almost 100% of inquiries resolved, with incoming traffic at over 5,000 customer inquiries per month at busiest times.”Here’s one site with over 1500 corporate listings using social media:
  • WAYNE51% of companies fear that social media could be detrimental to employee productivity.Is that true for your organization? (show of hands)49% of companies fear that employees’ use of social media could damage their reputation.Do you agree?80% of executives view social media as a liability.Just 18% of executives can link the results of social media campaigns to an increase in revenue.ROIBUSINESS PERCEPTION
  • WAYNEOne such skeptic (about possibilities for the future) was Ken OlsenKenneth Harry Olsen (born on February 20, 1926) is an American engineer who co-founded Digital Equipment Corporation (DEC) in 1957 with colleague Harlan Anderson and venture capital provided by Georges Doriot's American Research and Development Corporation. ..... Click the link for more information., founder and CEO(1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board.  of Digital. In 1977, during a convention of the World Future Society, Olsen stated: "There is no reason for any individual to have a computer in his home." Legend has it that Olsen's PC skepticism led to his ouster n. 1) the wrongful dispossession (putting out) of a rightful owner or tenant of real property, forcing the party pushed out of the premises to bring a lawsuit to regain possession.  from Digital in 1992 and to his company's declining prospects. Once the second leading computer maker in the world, Digital fell behind such upstarts as Dell, Compaq, and Gateway and was eventually gobbled up by competitors. For Olsen's part, he says his quote was taken out of context. What he meant was that computers in the home would never be used to control all aspects of the home environment. Writer and historian Edgar H. Schein, who wrote a book about the history of Digital, discussed the situation with Olsen. "As Olsen explained to me at length and attempted to make clear, he thought it would be unacceptable to have the computer in the home controlling everything." Nevertheless, Olsen, it turns out, is wrong about this too. The burgeoning market for home automation technology already features products and systems for computer control of many home functions, from controlling high-tech audio-visual entertainment systems and security systems, to Internet connectivity for kitchen appliances, and control of lighting and heating, ventilatingNatural or mechanically induced movement of fresh air into or through an enclosed space. The hazards of poor ventilation were not clearly understood until the early 20th century. Expired air may be laden with odors, heat, gases, or dust. ..... Click the link for more information., and air conditioning, mechanical process for controlling the humidity, temperature, cleanliness, and circulation of air in buildings and rooms. Indoor air is conditioned and regulated to maintain the temperature-humidity ratio that is most comfortable and healthful.  systems. SOURCE –'t+be+done+...+Over+and+over+experts+in+industry...-a0148003490
  • MAUREEN“The survey indicated active participation in social media is an important part of the HR job role and acts as a resource for experience-based knowledge in the workplace. Respondents said staying current (78%) and networking with peers (71%) as the most popular uses of social media. - more than recruitingTransparency of the organization Responsiveness of an organization (vs. United)Brand promotionEstablish your brand Advertise your value to your customers Raise your profile and increase your visibility Keep existing contacts thinking about you Intrigue and capture new business contacts Strategically target customers and competitors Find and follow up on business and sales opportunities Research your target market, understand them better, and respond to their needs Create Friends, Followers, and Fans Drive your long-term business objectivesWAYNE – DELL STORYREAL WORLD EXAMPLE (see slide #5)LESSONS LEARNED see:
  • WAYNEWondering what you can do for your company using social media? Here might be an example…. (see picture)Bringing business together and breaking down silosLarger corporations may want to consider LinkedIn Talent Advantage, which gives your HR department access to all LinkedIn members. TOP 5 Corporate users of Social Media: National Wildlife FederationAnn Taylor’s Clothing and fashion The Muppets StudioWhole FoodsStaples MAUREEN’S NOTES:Create new businessLocate new employeesKnow and respond to the public and what they say about our products and servicesPlace our content in high traffic areasRaise awareness
  • MAUREEN – DEFINE YOUR OBJECTIVE what you want to achieve: Some examples might include:WAYNErecruitment/retentionEngagement (internal and external)Talent Development and Succession planningDiversityBranding and marketingLearning and developmentCross-functional (team building)
  • WAYNE - Is your company using social media to support human resource and corporate initiatives? Social media plays an important role in problem solving and strategy development in the workplace according to a new survey of 900 human resources executives conducted by and PJA. Among HR executives and professionals, social media usage outpaced editorial and vendor content consumption. Respondents used social media at a rate of 3.77 hours per week, compared to 2.77 hours of online editorial content and 2.13 hours of online vendor content.  The survey indicated active participation in social media is an important part of the HR job role and acts as a resource for experience-based knowledge in the workplace. Respondents said staying current (78%) and networking with peers (71%) as the most popular uses of social media.  Additionally, more than half have responded to a question asked by a peer in an online community, while nearly 50 percent have built their personal knowledge network by making connections with peers. "This survey proves HR professionals have been fast adopters of social media, not just for networking but for improving their value as professionals," said Mike O'Toole, president at PJA Advertising + Marketing.  "They clearly identify social media channels as a way to increase their expertise and build their professional reputation." Key highlights from the survey include: *Social media represents 43% of total media consumption among HR respondents (compared to 32% for editorial and 25% for vendor content). *Deep experience is seen as the most important attribute in a social media expert, followed by thoughtful and detailed responses. *Nearly half of respondents say that a social media presence greatly increases or increases their value as a job candidate, while more than 50% claim that social media is important or very important in building their personal brand.Learn more by:LISTENING to HR Radio: HR pros like @animal or @kinetixhrPeople clues:
  • MAUREEN - Social Media and Human Resources: How are they working together?Evaluate whether or not the use of social media is for you and your company. Weigh the pros and the cons.According to recent research conducted by Pew Internet, 46% of Americans aged 18 and older are using social networking sites like Facebook, LinkedIn, YouTube or MySpace. READ STATISTICS:Of the 46% using social media:73% have a Facebook account 48% have a MySpace profile 14% have an account on LinkedInIt’s estimated that Facebook now has more than 400M users and LinkedIn, growing by 5M users in the two months between December 2009 and February 2010, has eclipsed the 60M user mark. And, time spent using social media is growing at a rate of 3X the time just spent online. While marketers continue to leverage the socialmedia outlets to engage with customers and drive additional traffic and sales for their respective companies, a growing number of human resource professionalsare also engaging in and expanding their social media practices to support their organizational objectives and hiring goals. According to a 2009 Jobvite Survey a growing number of companies are using social media to recruit talent, forgoing traditional job posting sites and printed publications: 95% using LinkedIn 59% using Facebook42% using TwitterAnd,companies are also getting creative, using social media to compliment their hiring process. Referencing the same Jobvite survey:75% are using LinkedIn for background checks 48% are using Facebook for background checks Organizations, like Ernst & Young are using Facebook () to recruit their next generation of professionals. With more than 40,000 fans, the site has served as a major contributor to their recruiting efforts. Is your company using social media to support human resource initiatives? Have you uncovered any perils or pitfalls? Please share your stories with us. SOURCE – Relocation Journal:
  • WAYNE it feasible to ban employees from using social media or mentioning the company name?Offensive comments, less than professional pictures and profilesProtect your company’s reputation – SMP takes the guess work out of what is appropriate for employees to post about your company (local newspaper, context matters…)Minimize confusion about murky legal issues – SMP can help employees and managers avoid errors (see: for great tools and resources. Samples of SMP)Raise awareness of your brand *STARBUCKS* vs. United breaks guitars (IF YOU BURY YOUR HEAD IN THE SAND THIS COULD HAPPEN TO YOUR BUSINESS)Kendra Reddy - “Social networking policies are complex and evolutionary. As we continue to weave the tapestry of our brand and navigate the world of social media and networking, our 'code of conduct' also needs to evolve and adapt.
  • WAYNE**TIME PERMITTING – Social media is not going away. It is going to impact the way we do business today, and tomorrow.AN INFORMED DECISION What is the future direction of social media5 Huge Trends in Social Media Right NowSocial ScanningQ&A and Intelligent Information Discovery(such as , Quora, Aardvark and Apple’s Siri) Scoop.itGroup Buying – ie “Deal of the Day”Mobile Meets Loyalty – iPhones etc…..for loyalty programsChecking-In to Entertainment
  • MAUREENNow we have shared some interesting information with you already this evening. Please use this information responsiblyWARNING: GET INFORMED ABOUT SOCIAL MEDIA Ultimately if your company is willing to take the feedback and turn it into action, then social media is a competitive game changer. Connecting with customers, partners and employees can drive innovation, decrease cycle time, improve customer service and so on. This usually involves bringing various internal constituents to the table; marketing, customer service, product development, legal etc. But social media isn’t for every company or every situation. It has a transformative power but, like fire, not everyone is ready to wield it without getting burned.
  • MAUREEN - A Wise Strategy Should…EDUCATEENCOURAGE employees to embrace social media. EXPLAIN that employees are responsible for everything that they publish on social networks – BOTH professional and personal.EXPLICITLY forbid the revealing of confidential company information and any actions that could be considered unprofessional or insulting to customers, colleagues and social connections.
  • WAYNEOther resources for consideration:The Globe and Mail started a 4 part series on whether or not to integrate social media into your business“Ultimately, if Facebook truly required training, it wouldn’t have 500 million users. The best way to learn how to use a technology like Facebook or Twitter is simply to use it yourself, until you have a sense of what works and what doesn’t. Better still, suggests Mr. Campeau, is to give both owners and employees the latitude to experiment with new ways of doing their jobs with technology. “Talk to your employees, find out what they’re doing, and let that guide it,” he says. “Let’s not be restrictive about what they can and cannot do at work. Maybe experiment a little bit. Take a chance.”
  • Social Media in HR - Presentation (January 26, 2011)

    1. 1. Human Resources Professionals Association<br />Welcome to<br />“Value Proposition for Social Media”<br />Maureen McCann, <br />BA, MCRS, MCIS, MCCS<br />ProMotion Career Solutions<br />Wayne Pagani, <br />MCRS, MCIS, MCCS<br />W.P. Consulting & Associates<br />Social Media<br />
    2. 2. The value of social media and online resources<br />
    3. 3. Define<br />
    4. 4. Define<br />How can you use social media in your business?<br />
    5. 5. Demystify<br />Harvard Business Review December 15, 2010<br />CC Chapman author of “Content Rules” speaking at social media breakfast Ottawa December 8, 2010 <br />
    6. 6. Demystify<br />Statistics<br />51% of companies fear that social media could be detrimental to employee productivity.<br />49% of companies fear that employees’ use of social media could damage their reputation.<br />80% of executives view social media as a liability.<br />Just 18% of executives can link the results of social media campaigns to an increase in revenue.<br />* Ethos Business Law/ Russell Herder Social Media Study , 2009<br />
    7. 7. Demystify<br />"There is no reason for any individual <br />to have a computer in his home." <br />Kenneth Harry Olsen - President Digital (1977)<br />Once the second leading computer maker in the world, Digital fell behind such upstarts as Dell, Compaq, and Gateway and was eventually gobbled up by competitors. <br />
    8. 8. Determine Value<br />What is the value of using social media?<br />
    9. 9. Business Value<br />
    10. 10. Design your strategy<br />Set Goals for your use of Social Media<br />
    11. 11.
    12. 12. Design your strategy<br />First define your company’s social media goals<br />Increase Sales<br />Improve Customer Service<br />Decrease Staffing and Training Costs<br />Next define the threats<br />Security Breach<br />Intellectual Property<br />Reputation Damage<br />Create a Smart Use Policy <br />Engage your employees<br />
    13. 13. Why you need a Social Media Policy<br />
    14. 14. Social Scanning<br />Q&A and Intelligent Information Discovery<br />Group Buying<br />Mobile Meets Loyalty<br />Entertainment<br />5 HUGE future trends<br />
    15. 15. “But social media isn’t for every company or every situation. It has a transformative power but, like fire, not everyone is ready to wield it without getting burned.”<br />Joshua Michéle Ross, Senior Vice President of Digital Strategy <br />with Fleishman Hillard via<br />
    16. 16. Informed Decisions<br />Educate yourself about social media<br />Encourage employees to embrace it<br />Explain the value of it in your business<br />Set goals and measure its success in your business<br />
    17. 17. W.P. Consulting & Associates<br /> <br /><br />613-526-1982<br /> <br /> <br /> <br />Thank you for participating today<br />ProMotion Career Solutions<br /><br /><br />613.721.8646<br /> <br /><br /><br />