Cyberstakeholder Engagement:Social Media & The Mining Industry Zoë Mullard Manager ‐ Communica?ons & Conferences InfoMine
Enhancing Access to Informa?on: Social Media Applica?ons and the Mining Industry• Introduc?on to Social Media• Case studies: – Recruitment/Employment – Investor Rela?ons – Community Mobiliza?on• Conclusions
Introduc?on to Social Media Source: hGp://www.mwsolu?ons.ca
Network Economy/Informa?on Society The network economy is founded on technology, but it can only be built on rela?onships. It starts with chips and ends with trust. Kevin Kelly ‐ Wired Magazine
Social Media & The Mining Industry • Conserva?ve; risk averse • Regulated public par?cipa?on processes Mining Industry • Nega?ve legacy• Free informa?on & collabora?on Social• Foster networks• Open plaRorms (opinions accepted) Media/Web 2.0
Use of Social Media (2009‐ 2010) Web 2.0 Tools Currently Being Used Other 9% Blogs LinkedIn 24% 11% Flickr 6% Wikis YouTube 6% 7% Facebook Twitter 20% 17%
Case Study 1 Recruitment using Facebook• Uses: • Listen to concerns and ques?ons • Promote ac?ve hiring campaigns and current posi?ons • Answer ques?ons from poten?al future employees • Engage current employees to promote company • Show video and images of work sites, jobs and employees • Promote presence at events and career fairs • Allow sharing of informa?on (viral eﬀect)
Case Study 2 Investor Rela?ons using TwiGer• Uses: • Listen to commentary from ﬁnancial blogs • Elicit ques?ons prior to quarterly report calls • Share industry news • Link to analyst reports, trade info and resources • Share answers to general ques?ons and comments • Live videos or Twee?ng from mee?ngs and conferences and share images from mines and mee?ngs • Promote brand
Investor Rela?ons on TwiGer• Q4 Websystems Report from 2011 indicated: • Increasingly, professional investors follow one another on TwiGer and StockTwits • 3/5 ﬁnancial bloggers use TwiGer for primary source of news • The natural resources leads for highest percentage of adopters using TwiGer to share investor‐related material
Case Study 3 Community Mobiliza?on using Social Media• Uses: • Listen to concerns and share ideas • Raise awareness about issues through opinion, documenta?on, videos and images • Engage community in debate, discussion and reﬂec?on • Disseminate news, images and reports • Protest and voice opposi?on • Organize events • Recruitment • Drive traﬃc to sites with pe??ons, branded materials, etc..
Opportuni?es• Facilitate building and strengthening rela?onships• Opportunity to tell stories beyond mainstream news• Outreach to larger audiences• Flexible plaRorms• Access and monitor community sen?ment Credibility Transparency Authenticity
Challenges• New culture of communica?on• Fear and perceived risks• Alloca?on of human and ﬁnancial resources• No formal role for Web 2.0 in stakeholder engagement processes• Diﬃcult to measure the value of interac?ons• Lack of industry leadership
Conclusions in a “Tweet” Web 2.0 is the canary outside of the mine, whose tweets alert the industry to possible dangers, and whose presence helps feather the nest.