Cyberstakeholder
Engagement:Social
Media
&
The
Mining
Industry                 Zoë
Mullard    Manager

‐
Communica?ons
&
C...
Enhancing
Access
to
Informa?on:
Social  Media
Applica?ons
and
the
Mining
Industry• Introduc?on
to
Social
Media• Case
studi...
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?on...
Social
Media
&
The
Mining
Industry                                      •
Conserva?ve;
risk
averse                        ...
Use
of
Social
Media
(2009‐
2010)            Web 2.0 Tools Currently Being Used                  Other                   9%...
Growth
of
Social
Media
Case
Study
1            Recruitment
using
Facebook• Uses:   • Listen
to
concerns
and
ques?ons   • Promote
ac?ve
hiring
cam...
Recruitment
using
Facebook
Recruitment
using
Facebook
Case
Study
2          Investor
Rela?ons
using
TwiGer• Uses:   • Listen
to
commentary
from
financial
blogs   • Elicit
ques?o...
Investor
Rela?ons
on
TwiGer• Q4
Websystems
Report
from
2011
indicated:  • Increasingly,
professional
investors
follow
one ...
Investor
Rela?ons
on
TwiGer
Investor
Rela?ons
on
TwiGer
Case
Study
3 Community
Mobiliza?on
using
Social
Media• Uses:  • Listen
to
concerns
and
share
ideas  • Raise
awareness
abou...
Community
Mobiliza?on
on
a
Wiki
Community
Mobiliza?on
on
TwiGer
Community
Mobiliza?on
on
Facebook
Opportuni?es•   Facilitate
building
and
strengthening
rela?onships•   Opportunity
to
tell
stories
beyond
mainstream
news• ...
Challenges• New
culture
of
communica?on• Fear
and
perceived
risks• Alloca?on
of
human
and
financial
resources• No
formal
ro...
Conclusions
in
a
“Tweet”           Web
2.0
is
the
canary            outside
of
the
mine,             whose
tweets
alert   ...
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Case studies web 2.0 and the mining industry

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Case studies web 2.0 and the mining industry

  1. 1. Cyberstakeholder
Engagement:Social
Media
&
The
Mining
Industry Zoë
Mullard Manager

‐
Communica?ons
&
Conferences InfoMine
  2. 2. 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
  3. 3. Introduc?on
to
Social
Media Source:
hGp://www.mwsolu?ons.ca
  4. 4. 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
  5. 5. 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
  6. 6. 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%
  7. 7. Growth
of
Social
Media
  8. 8. 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)
  9. 9. Recruitment
using
Facebook
  10. 10. Recruitment
using
Facebook
  11. 11. 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
  12. 12. 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
  13. 13. Investor
Rela?ons
on
TwiGer
  14. 14. Investor
Rela?ons
on
TwiGer
  15. 15. 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..
  16. 16. Community
Mobiliza?on
on
a
Wiki
  17. 17. Community
Mobiliza?on
on
TwiGer
  18. 18. Community
Mobiliza?on
on
Facebook
  19. 19. 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
  20. 20. 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
  21. 21. 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.

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