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Social Media & HR: Collaboration & Community
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Social Media & HR: Collaboration & Community

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“Marketing brands in the social media space has provided us with insights into the power of community co-creation. Our goal is to illustrate that these best practices also lend themselves to building …

“Marketing brands in the social media space has provided us with insights into the power of community co-creation. Our goal is to illustrate that these best practices also lend themselves to building collaborative resources within an organization.”

Paul Burani of Web Liquid Group discusses with Human Resources IQ, how to create a knowledge resource and sustain communities over the long run through social media.

The presentation covers the following:

• Techniques to build and sustain communities of people
• Ways to overcome perceived obstacles to social networking
• Lessons on tracking and success metrics
• Steps on how to address a broad audience, conservatively, and have a good time doing it
• The importance of amplifying positive experiences to the broader online community

Published in: Business, Technology

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  • One of the few digital agencies that has actively been in the social media game for 5 years
  • Stress -- integrating offline data as well
  • Four examples > each offering a unique angle on the idea of building & sustaining community
  • AUDIENCE
  • TECHNOLOGY
  • PLATFORM
  • APPLICATION Ideas/questions/suggestions > against a variety of backdrops: meetings, events, simple conversation
  • Signal to noise ratio
  • Not always a bad thing – a lot of people ‘just watch’ / “silent majority”
  • Optimize presence using objective data
  • Not about speaking loudly – but about economizing content development and enlarging footprint The message and posture SHOULD be consistent across channels *use* all the other channels to drive awareness of content and stimulate conversation
  • Transcript

    • 1. This is New York - DUMBO : 55 Washington Street Suite 800 Brooklyn NY 11201 : +1 646 257 1106 London - HOXTON : 50 Buttesland Street Hoffman Square London UK N1 6BY : +44 (0) 207 7253 4133 www.webliquidgroup.com Social Media & HR: Collaboration & Community for by
    • 2. data profit media:buying campaign:management communication:strategy creative:development email:marketing media:planning SEO:audit SEM:audit usability:audit email:audit display:audit measurement:audit online:WOM media:audit partner:audit affiliate:audit distribution:audit insight analysis strategy optimization objective experience since 2003 tactics research cost control efficient service ROI impact creative word-of-mouth search:marketing Data is at the core of our digital marketing services. Consulting services provide insight for better decisions. Agency services are strategies, tactics and communications to generate profit . wom reputation management sentiment
    • 3. 2003 2004 2005 2006 2007 2008 2009
    • 4. Introduction How do we create a knowledge resource and sustain community over the long term?
    • 5. Introduction How do we create a knowledge resource and sustain community over the long term? SO•cial ME•di•a (n.)
    • 6. What are Social Media? ” Communities where users can submit content related to a very specific topic of interest. The content is public for community members to interact freely: commenting, voting, sharing, discussing. These media are "social" because people are encouraged to contribute to the dialogue, present their viewpoints, and engage with their communities – the same way as if they took place offline at a coffee shop, dinner party, or board meeting.” Michelle Riggen-Ransom, BatchBlue Software Photo credit: Flickr/tomfite. Push vs. Pull Marketing
    • 7. What are Social Media? Why do people use social media?
      • The Network Effect:
        • “ The phenomenon whereby a service becomes more valuable as more people use it, thereby encouraging ever-increasing numbers of adopters.”
      • Why do people seek out communities?
        • Strength in numbers
        • Knowledge through peer influence
        • Perceived expertise
        • Feedback: quick, active, dynamic!
      Source: marketingterms.com.
    • 8. What is Community?
      • a unified body of individuals
      • an interacting population of various kinds of individuals (as species) in a common location
      • a group of people with a common characteristic or interest living together within a larger society
      Source: Merriam-Webster Online.
    • 9. What is Crowdsourcing? “ taking a task traditionally performed by an employee or contractor, and outsourcing it to an undefined, generally large group of people or community in the form of an open call.”
    • 10. What is Crowdsourcing? “ taking a task traditionally performed by an employee or contractor, and outsourcing it to an undefined, generally large group of people or community in the form of an open call.”
    • 11. Building & Sustaining Community What are the best tools to use? Photo credit: hashir/Flickr.
    • 12. Building & Sustaining Community Source: alexa.com.
    • 13. Building & Sustaining Community
    • 14. Building & Sustaining Community
      • "Do-it-Yourself" Social Networks
      • Allow employees/stakeholders to express themselves online, instead of in the workplace
      http://www.cambridgewhoswhoconnect.com
    • 15. Building & Sustaining Community
    • 16. Obstacles What are the biggest roadblocks to ‘getting through’?
      • A lot of people are talking, but no one is listening.
        • Narrowcast. Pick a focused topic with a smaller audience, and get people involved.
      • People will listen, but they aren’t compelled to act.
        • Offer a strong call-to-action, use subjectivity with caution, and when in doubt – dangle an incentive.
      • Your vast network is shallower than you thought.
        • Single out the thought leaders and nurture their collaboration with the larger audience.
    • 17. Obstacles What are the biggest roadblocks to ‘getting through’?
      • A lot of people are talking, but no one is listening.
        • Narrowcast. Pick a focused topic with a smaller audience, and get people involved.
      • People will listen, but they aren’t compelled to act.
        • Offer a strong call-to-action, use subjectivity with caution, and when in doubt – dangle an incentive.
      • Your vast network is shallower than you thought.
        • Single out the thought leaders and nurture their collaboration with the larger audience.
    • 18. Measuring for Success
      • How loyal are our users? Who visits with the greatest frequency, and what keeps them coming back?
      • What content holds attention the best?
      • Does a particular time of day or day of week stimulate activity and engagement?
      • Do users interact differently across languages or geographic regions?
      • Are there any IT implications (connection speeds, browsers, operating systems) on community management?
    • 19. The Social Media Megaphone Photo credit: altemark/Flickr.
      • Email
      • Blog
      • RSS
    • 20. The Social Media Megaphone From Narrowcasting… to Broadcasting.
      • Not all networks are created equal
      • Everyone knows how to use a search engine
      • Social Media are about service , not solicitation!
    • 21. Thank You! Paul Burani Partner 55 Washington Street Suite 800 Brooklyn, NY 11201 t. +1 646 257 1108 m. +1 617 281 4866 f. +1 775 288 9087 e. paul@webliquidgroup.com www.webliquidgroup.com

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