Social Media and EmployeesBecky CarrollFounder, Petra Consulting Group
Americans expect a Social Media presence  87% of online Americans use Social Media Of those, 61% feel:      •  Stronger co...
81% of Fortune 500 firms have a                    social media policyCustomers ROCK!Copyright 2012 Becky Carroll
81% of Fortune 500 firms have a                      social media policy               Only 31% conduct formal training   ...
The Corporate Social Media Ecosystem    Source: Dachis Group, Connecting Employees to Social MediaCustomers ROCK!Copyright...
Set Up for Success           Policies + Training                Monitoring    Effective employee participationCustomers RO...
Policy and GuidelinesCustomers ROCK!Copyright 2012 Becky Carroll
Social Media Policy – A Safety Net      •  Want: Environment that makes it easy to succeed      •  Must be a living docume...
Summary of best practices      •  Create at least two policies          •  Expectations for all          •  Operational fo...
Good Social Media Policies    Source: Likeable MediaCustomers ROCK!Copyright 2012 Becky Carroll
It Takes a TeamSocial Strategist: Coordinate and view strategicallyTraining: Create and incorporate into current assetsMar...
TrainingCustomers ROCK!Copyright 2012 Becky Carroll
Three good reasons for training     •  Help employees understand company expectations     •  Provide opportunity to discus...
Training contents      •  Current branding and communications      •  Difference between corporate and personal      •  Im...
Sharing the knowledge      •  Make part of the employee on-boarding process      •  Existing employees also need training ...
An ongoing process      •  Regular sharing of information keeps it fresh          •  Get creative!      •  Best practice s...
Trust and Verify byMonitoring ConversationsCustomers ROCK!Copyright 2012 Becky Carroll
Lots of free listening tools…Customers ROCK!Copyright 2012 Becky Carroll
Best Buy: A Social Business      Best Buy Staff       —  180,000 employees       —  Majority are 24 years old, or younger...
Best Buy’s @Twelpforce •  Customer service on Twitter •  Over 2000 employees have signed up so far – including floor assoc...
Listening, learning •  John Bernier coaching team of Best Buy Tweeters •  Focus: Helping, not spamming or selling customer...
Internal Communities      Started with Blue Shirt Nation        —    Join groups        —    Make friends        —    Swa...
Using Social Media for Employee Learning     Source: Gina Debogovich, Community 2.0Customers ROCK!Copyright 2012 Becky Car...
Set Up for Success           Policies + Training                Monitoring    Effective employee participationCustomers RO...
Resources      Social Media policies        —  http://socialmediagovernance.com/policies.php        —  Intel’s and IBM’s ...
See you on Twitter!  Becky Carroll  Author, The Hidden Power of Your Customers  Founder, Customers ROCK!/Petra Consulting ...
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Social media and employees

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An overview of the process for leveraging employees for social media. Includes information on social media policies and guidelines, training. First given at Wappow! Search and Social Hawaii in September 2011.

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Social media and employees

  1. 1. Social Media and EmployeesBecky CarrollFounder, Petra Consulting Group
  2. 2. Americans expect a Social Media presence 87% of online Americans use Social Media Of those, 61% feel: •  Stronger connection •  Better service Source: Cone Survey 2010Customers ROCK!Copyright 2012 Becky Carroll
  3. 3. 81% of Fortune 500 firms have a social media policyCustomers ROCK!Copyright 2012 Becky Carroll
  4. 4. 81% of Fortune 500 firms have a social media policy Only 31% conduct formal training Only 22% receive oneCustomers ROCK!Copyright 2012 Becky Carroll Customer Experience Impact Report 2010 North America Source: RIghtNow Technologies
  5. 5. The Corporate Social Media Ecosystem Source: Dachis Group, Connecting Employees to Social MediaCustomers ROCK!Copyright 2012 Becky Carroll
  6. 6. Set Up for Success Policies + Training Monitoring Effective employee participationCustomers ROCK!Copyright 2012 Becky Carroll
  7. 7. Policy and GuidelinesCustomers ROCK!Copyright 2012 Becky Carroll
  8. 8. Social Media Policy – A Safety Net •  Want: Environment that makes it easy to succeed •  Must be a living document •  Goes hand in hand with governanceCustomers ROCK!Copyright 2012 Becky Carroll
  9. 9. Summary of best practices •  Create at least two policies •  Expectations for all •  Operational for social media employees •  Leverage employees as ambassadors •  Provide clear guidelines for brand usage (logo, etc) •  Post internally where can be easily found •  Can post externally as well •  Hyperlink to all other relevant policies and contacts (Source: SocialMediaGovernance.com)Customers ROCK!Copyright 2012 Becky Carroll
  10. 10. Good Social Media Policies Source: Likeable MediaCustomers ROCK!Copyright 2012 Becky Carroll
  11. 11. It Takes a TeamSocial Strategist: Coordinate and view strategicallyTraining: Create and incorporate into current assetsMarketing: Keep company messaging consistentLegal: Review social media policies and guidelinesProduct: Integrate current company offeringsWeb Development: Create an online portal for assets Source: MashableCustomers ROCK!Copyright 2012 Becky Carroll
  12. 12. TrainingCustomers ROCK!Copyright 2012 Becky Carroll
  13. 13. Three good reasons for training •  Help employees understand company expectations •  Provide opportunity to discuss ramifications •  Supports company if a legal issue arisesCustomers ROCK!Copyright 2012 Becky Carroll
  14. 14. Training contents •  Current branding and communications •  Difference between corporate and personal •  Importance of disclosure •  Social media “voice” •  Actions to avoidCustomers ROCK!Copyright 2012 Becky Carroll
  15. 15. Sharing the knowledge •  Make part of the employee on-boarding process •  Existing employees also need training •  Include partners, vendors – and execs! •  Refresh at least annually (review quarterly)Customers ROCK!Copyright 2012 Becky Carroll
  16. 16. An ongoing process •  Regular sharing of information keeps it fresh •  Get creative! •  Best practice sharing sessions with practitioners •  Create a certification •  Update immediately after crises/eventsCustomers ROCK!Copyright 2012 Becky Carroll
  17. 17. Trust and Verify byMonitoring ConversationsCustomers ROCK!Copyright 2012 Becky Carroll
  18. 18. Lots of free listening tools…Customers ROCK!Copyright 2012 Becky Carroll
  19. 19. Best Buy: A Social Business   Best Buy Staff —  180,000 employees —  Majority are 24 years old, or younger “Im responsible for what I say online, and I expect the same of my employees. The only guideline is that they act within our values.” Brian Dunn Source: BusinessWeek.comCustomers ROCK!Copyright 2012 Becky Carroll
  20. 20. Best Buy’s @Twelpforce •  Customer service on Twitter •  Over 2000 employees have signed up so far – including floor associates, store operations, call centerCustomers ROCK!Copyright 2012 Becky Carroll
  21. 21. Listening, learning •  John Bernier coaching team of Best Buy Tweeters •  Focus: Helping, not spamming or selling customers •  Visible social media policy and ongoing trainingCustomers ROCK!Copyright 2012 Becky Carroll
  22. 22. Internal Communities   Started with Blue Shirt Nation —  Join groups —  Make friends —  Swap stories —  Support each other —  Problem solve together Now:   WaterCooler Wiki —  Over 1 million employee posts   Other internal forums and communitiesCustomers ROCK!Copyright 2012 Becky Carroll
  23. 23. Using Social Media for Employee Learning Source: Gina Debogovich, Community 2.0Customers ROCK!Copyright 2012 Becky Carroll
  24. 24. Set Up for Success Policies + Training Monitoring Effective employee participationCustomers ROCK!Copyright 2012 Becky Carroll
  25. 25. Resources   Social Media policies —  http://socialmediagovernance.com/policies.php —  Intel’s and IBM’s social media policies (use Google)   The Hidden Power of Your Customers by Becky Carroll   Social Business, Smart Business by Michael Brito   Community Roundtable   Social Media TodayCustomers ROCK!Copyright 2012 Becky Carroll
  26. 26. See you on Twitter! Becky Carroll Author, The Hidden Power of Your Customers Founder, Customers ROCK!/Petra Consulting Group becky@petraconsultinggroup.com (858) 481-6373 (858) 692-4778 (cell) Subscribe to my Business Blog - http://www.customersrock.net Follow me on Twitter: http://twitter.com/bcarroll7 Friend me on Facebook: http://www.facebook.com/rebeccacarroll Connect with me on LinkedIn: http://www.linkedin.com/in/beckycarrollCustomers ROCK!Copyright 2012 Becky Carroll
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