Social Media an overview for Human Resource Professionals. eskimosoup is a marketing company that uses both online and offline marketing to achieve business goals. This presentation was on social media an overview for HR managers. Our team consists of web designers and developers, graphic designers and online marketing - SEO experts. We are based in Hull Yorkshire with an office also in Leeds Yorkshire. www.eskimosoup.co.uk

1. Online Social Media
For HR Professionals:
The new way of
communicating

2. is NOT broadcast
communication

3. Dialogue between Organisation and Employee

4. Listen… what are your employees
saying, what are their issues, how
can they contribute?

5. Reaching audiences
no longer
susceptible to
traditional methods

6. employees out in different places

7. We expect to use the internet differently now
Information is being searched
for in different ways:
•We expect honest and transparent information (no spin)
•We expect to comment and add to content
•We expect to read comments, reviews and ratings
•We expect to subscribe to information

8. SOCIAL MEDIA IS AN UMBRELLA
TERM THAT DEFINES THE VARIOUS
ACTIVITIES THAT INTEGRATE
TECHNOLOGY, SOCIAL
INTERACTION, AND THE
CONSTRUCTION OF WORDS,
PICTURES, VIDEOS AND AUDIO

9. “Social media
is people having
conversations online.”

10. UK Internet Usage
Age
71% 15-24
24-34
85%
83%
35-44 84%
45-54 77%
55-64 72%
65+ 30%
Universal McCann: Power to the People Social Media Tracker, Wave 4
http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4 Mintel: Social Networking Across the Age Gap - UK - February 2009

11. 64% of the UK are using an
online social network
Universal McCann: Power to the People Social Media Tracker, Wave 4
http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4

12. “ Social networking is benefiting from
older, wealthier consumers
becoming internet-enabled”.
Mintel: Social Networking Across the Age Gap - UK - February 2009

13. How many social media websites are there?

15. What social
media tools are
available?

16. Share slides and documents

17. 100m Videos
2nd largest search engine
79% have watched
video content online
Universal McCann: Power to the People Social Media Tracker, Wave 4
http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4

18. 70% have uploaded photos
Universal McCann: Power to the People Social Media Tracker, Wave 4
http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4

20. Social Bookmarks

21. 200,000,000
blogs

22. Online Social Networks
64% of us in the UK have joined

23. Twitter / Micro-blogging
We don’t always find
information using
Google

24. Reputation Aggregators

25. 25% of search results for the worlds top 20 largest
brands are links from user generated content
June 8, 2009 article from Marketing Vox and Nielsen BuzzMetrics SES Magazine entitled:
Turning Blogs and user-Generated Content Into Search Engine Results, Chris Aarons, Andru Edwards and Xavier Lanier

26. Who influences whom?
The organisation?
Or
The employee?

27. The attraction of social media
People trust “a person like me” more
than authority figures or messages
from business execs and the media
Seeking ongoing dialogue, not a
one way broadcast
Trust, Transparency, openness,
honesty

28. We are seeing a
communication shift

29. The shift is from
one way communication

30. Dialogue between organisation and employee

31. Dialogue between employee and employee

32. With or without you
Conversations will happen online with or
without you
Choose to be a part of it
Engage and embrace

33. The stage before making a decision

34. The employees perspective
Your organisation

35. Understanding your employee
Choosing the right Social Network
(Hang out where your employees hang out)

37. LinkedIn

38. Recruitment
89% of U.S.
Companies will
social networks
for recruiting

39. Companies use multiple networks
for social recruiting

40. Monitoring and subscribing

41. Monitoring and Subscribing
Google Reader
Google alerts
TweetDeck

42. Managing employee usage
• Social Media Policy
– No social media usage within work hours
• Total ban?
• Can be used within clearly defined breaks
– You can monitor activity at work
– Covert monitoring is not allowed

43. Employee rights
• Employees can not be ask to close their
social networking account
• Disciplinary action
– Using during work time
– Conduct on-line has caused detriment
• Commercial confidentiality
• Bringing the organisation into disrepute
http://www.worksmart.org.uk/rights/socialnetworking

44. Speed of communication
Workers can be
mobilised quickly
for strike action
" Employers and unions need to understand the
role of new technology and not just leave it to
their IT departments."
http://www.acas.org.uk/index.aspx?articleid=3199

45. Getting
Started

46. What will it take
Top level buy in
Someone who can commit
And has the desire to engage
Content creation budget
Time and patience

47. Choose your audience
•Internal communications
•General public
Segment

48. Set objectives
Employee listening exercise
Employee two way communication
Increase brand awareness and
reputation to help with…
Recruitment
Drive traffic to website/blog/facebook

49. Define Strategy
Set a timeline and focus on reasonable
and practical goals
Be consistent
Analyse, measure, and assess frequently
Adapt!

50. Choose your tools
Is your target audience already talking to
one another?
Focus on building long-term relationships
Remember:
People meet in different online spaces
They comment share and influence
They want to tell THEIR story - let them

51. Time

52. Time
“The more places you hang out the
more time it takes to manage.
The more content you create the more
time it takes to create it”.

53. Time
However consider…
Syndication
Mobile applications
Sharing responsibility
Scheduled time applications
Subscribing to and re-publishing content

54. ROI

55. “The problem with trying to determine
ROI for social media is you are trying to
put numeric quantities around human
interactions and conversations which are
not quantifiable”
Jason Falls, Director of social media for Doe Anderson
http://www.socialmediaexplorer.com/2008/10/28/what-is-the-roi-for-social-media/

56. Think ROE
Return on Engagement
Incoming traffic from links
Number of people subscribed
Track backs or linked conversations
Comments

57. Is this going to satisfy
the Finance Director?
Probably not

58. Measurement and results
• Embedded analytic tools on social media sites
e.g.:
– YouTube insights
– facebook insights
• New recruits
• Track with 0800 / 0845 numbers
• Questionnaires
• Website analytics (Google analytics)
• Video views
• Subscribers
• Quality blog comments and subscribers

59. 10-steps for successful social media:
1. Listen to/observe what the target audience is doing in social media
2. Create a “social object” that is relevant to the brand and of genuine
interest*
3. Segment the target. Give them something they can join.
4. Allow them to engage via their preferred platform of choice – create
multiple interfaces to your community
5. Make the experience better when shared
* http://www.kyle.mathews2000.com/node/60

60. 10-steps for successful social media:
6. Optimise your content for sharing - particularly via news feeds and
Twitter
7. Use paid-for media to get the ball rolling
8. Take advantage of extreme targeting offered by social networks
9 . Make sure you have the resources to manage your community
management and refresh the content.
10. Track the results and optimise where necessary
Universal McCann: Power to the People Social Media Tracker, Wave 4
http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4

61. The Future
Year on Year internet users have
dramatically increased their
familiarity and usage with social media

62. Tomorrows consumers
are today’s digital
natives

63. The digital native
Much like the older generation have trouble
with this new technology, they would have
trouble living without it.

64. The digital native
By the time today’s 10 year olds are 15, they
will already have some ingrained
preferences to certain brands because of
that companies online communication

65. Close
Not just for teenagers
Its just like what you do in real life
We can be more efficient with how we communicate
We can hang out were our employees now hang out

66. Thank you
hello@eskimosoup.co.uk
http://www.eskimosoup.co.uk/facebook
www.eskimosoup.co.uk/twitter