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Presentation sdimi risks, challenges and benefits of social media 2011


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Overview of risks, challenges and benefits of implementing social media in mining industry contexts.

Overview of risks, challenges and benefits of implementing social media in mining industry contexts.

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  • 1. The Risks, Challenges and Benefits of Using Social Media in the Mining Industry Zoë Mullard - InfoMineDr. Dirk van Zyl - UBC Norman B. Keevil Institute of Mining Engineering
  • 2. Overview• Introduction to Social Media• Research Methodology• Findings: Applications of Social Media• Risks and Challenges of Social Media• Benefits of Social Media• Pilot project: InfoMine’s Continuous Conferences• Recommendations• Conclusions
  • 3. Introduction to Social Media Source:
  • 4. Net Effect of Web 2.0• Equalization between amateurs and professionals• Increased expectations for access to information• Reduced power to control messages and marketing
  • 5. Research BackgroundConservative Negative legacy Mining Industryindustry CSR and community Scrutinized standards engagement investments Web 2.0 and StakeholdersAccess information Information sharing Express concerns Create social networks
  • 6. Statement of Problem Inquiry into Web 2.0 communication tools is neededto determine their impacts on mining operations and business communication strategies.
  • 7. Research QuestionsResearch Questions Research Objectives How are stakeholders in the To outline the current uses of social mining industry using Web 2.0 media in the mining industry tools? To develop understanding about how Can these tools be used to Web 2.0 tools relate to transparency enhance stakeholder and corporate social responsibility engagement? norms in the mining industry What opportunities and risks are associated with using these To provide guidelines for a social tools? media strategy in the mining industry
  • 8. Theoretical Frameworks1. Communications Theories2. Stakeholder Engagement Processes3. Social Capital
  • 9. Key Themes PublicCommunications Engagement Social Capital Transparency: access to information/people Credibility: provision of trusted information Authenticity: original, genuine
  • 10. Research MethodologyWebsite ObservationsInterviews Site Name of Group/Organizations Social Media Affiliation 1. Society of Mining Engineering (SME) Facebook Mining 2. Alcoa Facebook Mining 3. Fuera Barrick Facebook Civil Soc. 4. LaFarge Facebook Mining 5. LaFarge Twitter Mining 6. Rio Tinto Twitter Mining 7. Barrick Gold Twitter Mining 8. Argentina Mining Twitter Mining 9. No Pebble Mine Twitter Civil 10. RightsandTitle Twitter Civil 11. Republic of Mining Blog Mining 12. IThinkMining Blog Mining
  • 11. Data AnalysisATLAS.ti - Qualitative Interview AnalysisQuantitative Analysis - Interviews and Website Observations
  • 12. Findings: Use of Social Media Web 2.0 Tools Currently Being Used Other 9% Blogs LinkedIn 24% 11% Flickr 6% WikisYouTube 6% 7% Facebook Twitter 20% 17%
  • 13. Applications of Social Media Relative to Mining IssuesMining Industry Government & Regulators Civil Society• Industry • Project management • Raising promotion • Internal information awareness• Investor relations dissemination • Promoting• Recruitment • Monitoring events• Project stakeholders • Recruitment management • Discussion, reflection & protest
  • 14. Challenges• Culture of communication• Organizational change• Human and financial resources• Determining and measuring value• Lack of industry leadership• Unrecognized and unproven• Contextualization of information• Management of audience expectations
  • 15. Perceived Risks• Communication technology changes• Information co-optation/ manipulation• Exposure to critics Privacy concerns• Cannot replace face-to-face• Legal ramifications• No exit
  • 16. Benefits• Increased dialogue and collaboration / Diminishing silos• Flexible platforms• Facilitate building and strengthening relationships• Outreach to larger audiences• Opportunity to tell “good news” stories & influencereputation • Monitoring community sentiment
  • 17. Indicators of Success• Community – Growth & distribution community and networks• Engagement – Response to efforts on platforms (conversations) – Time spent on sites• Influence – Share of conversation – Sentiment - positive, negative
  • 18. InfoMine’s Continuous Conferences• Ongoing conferencing - sharing,collaborating & networking• Flexible platforms• Contributors accountable• Strengthening relationships oftechnical community
  • 19. StrategiesThree approaches: 1. Full integration • Active site, policies, & dedicated resources 2. No integration • No application of social media • Monitoring, but no impact on decisions3. Partial integration • “We are just dipping our toes in the social media water.” • Trial & error approach
  • 20. Recommendations• Develop Strategy • Set objectives • Identify opportunities and challenges • Be flexible • Determine scope and scale • Develop indicators Listen Understand Engage
  • 21. Conclusions• Moderate application in the mining industry• Need to overcome perceived risks• Not a replacement for face-to-face• Leadership required Source:
  • 22. Information Society and the Mining IndustryThe network economy is founded on technology,but it can only be built on relationships. It startswith chips and ends with trust. Kevin Kelly - Wired Magazine