Managing the Social Media Impact for Human Resource Professionals

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  • 1. Managing the Social Media Impactfor Human Resource Professionals
  • 2. Andrew Chow a.k.a Ideasandrew  Founded  Ideamart (S) Pte Ltd since 1994 . Ideas & Concepts since 2002  Table For Six since 2008  Education  Thames Valley University, UK  Membership  SACEOS member 2004  Business Awards  STB Business Award – Most Innovative Marketing Initiative award 2007  Spirit of Enterprise 2008  Successful Entrepreneur 2010  Certification  NLP Practitioner  Certified Life Coach  Forte  PR Strategic Counsel, Implementation & Monitoring  Social Networking / Social Media Strategy  Brand Management Consultancy  Personal Branding  Professional Affiliation  Approved NCSS Training Provider  WDA ACTA-certified
  • 3. Andrew Chow a.k.a Ideasandrew Social Networking Facebook - http://www.facebook.com/#!/AndrewChowKokWah Plaxo http://ideasandrew.myplaxo.com/ Linkedin - http://sg.linkedin.com/in/ideasandrew Social Media Sharing Flickr Collection - http://www.flickr.com/photos/ideasandrew/ Youtube Channel - http://www.youtube.com/user/ideasandrew Slideshare - http://www.slideshare.net/ideasandrew Podomatic - http://ideasandrew.podomatic.com Social Blogging / Micro-blogging Twitter - http://twitter.com/Ideasandrew Wordpress – www.andrewchow.sg Social Collaboration Wikipedia - http://en.wikipedia.org/wiki/User:Ideasandrew Meet up - http://www.meetup.com/members/11966314/More than 140 interviews/feature in 5 years from local and international media
  • 4. Social Media landscape (interesting facts)– There are 2.6million facebook accounts registered in Singapore– It will take you 600 years to finish watching all the videos on youtube today– There are 5 billion pictures on Flickr, about 70% of the world’s population– 96% of Gen Y have joined a social media site.– Facebook has overtaken Google in weekly traffic– Social media has overtaken pornography as the number one activity on the web– If Facebook is a country today, its membership would have been the 3rd largest country today behind China and India, America is 4th, Brazil is 5th, Indonesia is 6th, Twitter is 7th.
  • 5. Social Media landscape (interesting facts)– 80% of the companies have used social media for recruitment– The fastest growing segment on Facebook is female and between 55-65 years old– Wikipedia has over 19 million articles, 78% of these are not even in English.– There are 200 million blogs in the world right now. 34% of them post their opinion on products and services. So what are they saying about your brand?
  • 6. Corporate Success Stories
  • 7. Social Networking
  • 8. SPRINT – 49,000 employees nationwide• Social media platform Sprint Space in May 2008• Educate employees about new products, services and pricing Plans• Understand the nuances of the Wholesale business model• Build grassroots support for changes to the customer satisfaction survey• Educate and engage employees in a dialogue about our• corporate strategy• Support special interest groups• Integrated the social media channel into overall internal Communications• Open communications capabilities• Sprint’s corporate goals are to build its brand, protect the company’s reputation and to deliver an exceptional service to customers
  • 9. Thought Leadership
  • 10. AMERICAN EXPRESS – Vice Chairman’s Blog• Two core goals for Edward P. Gilligan’s Blog: – To create a non-traditional communications platform – To increase the frequency and quality of employee dialogue with the vice chairman• Results : – Achieved outstanding employee engagement results through an intranet-based communication platform called Ed’s Blog – Constant dialogue with staff
  • 11. Crowd Sourcing
  • 12. Crowd Sourcing
  • 13. Social media can help you in all stages of marketing, self- promotion, public relations, and customer service: o research o strategic planning o implementation o evaluation
  • 14. o Learn what people are saying about youo Create buzz for events & campaignso Increase brand exposureo Identify and recruit influencers to spread your messageo Find new opportunities and customerso Support your products and serviceso Improve your search engine visibilityo Gain competitive intelligenceo Get your message out fasto Retain clients by establishing a personal relationshipo Be an industry leader – not a follower
  • 15. Reach Engagement & Influence o Website visits / views o Sentiment of reviews o volume of reviews and comments and comments o Brand affinity o Incoming links o Commenter authority/influenceAction & Insight o Time spent o Sales inquiries o Favourites / Friends / Fans o New business o Viral forwards o Customer satisfaction o Number of downloads and loyalty o Marketing efficiencySource: The Digital Influence Group, Measuring the Influence of Social Media
  • 16. Resources required for social media may include: o Strategic consultation o Training o Creating content o Integrating tools o Distributing content o Relationship management o Measuring value
  • 17. B2C IndustriesFood & Beverages Consultancy Fashion Education Hospitality Retail Info Technology Property Automobile Entertainment Healthcare Recreation
  • 18. Strategic uses of Social Media for Human Resources• Resources at Your Fingertips – Recruitment , Training & Compensation• Balancing Productivity and Value – Governance• Re-evaluating Corporate Values – Work-life balance and integration – Branding – Customer Relationship Management• Supporting Innovation – What does Human Resource Need to do? - Research• Feedback
  • 19. Social Media Platforms
  • 20. Linkedino Contains profiles of Fortune 500 executives and leading entrepreneurs o average individual salary on LinkedIn is $109,000o On LinkedIn your can: o Post a profile and resume o Connect with colleagues o Share professional recommendations o Find jobs o Forums to demonstrate expertise and find answers
  • 21. 40 Great Articles on using Linkedin• Business Development / Marketing / Sales – A Tool to Help with Reference Selling – Dave Stein – Getting More Than Just Answers – Diane K. Danielson – How to Use LinkedIn to Build Your Business – Liz Ryan (via The Virtual Handshake blog) – Market Your Company on LinkedIn – Gordon Choi – Using LinkedIn for Market Research – Loren Baker / Jason Calacanis – Secrets LinkedIn Can Tell You About Your Customers – Matt Asay – Using LinkedIn to Make the Sale – Al Chase (excerpt from The Virtual Handshake) – Warm Calling via LinkedIn – Alex Iskold• Career Management / Personal Branding / Resumes – Becoming a Recognized Subject Matter Expert on LinkedIn – Barbara Rozgonyi – Brush Up Your Resume – CarlenLea – Enhance Your Resume with LinkedIn Testimonials – Harry Joiner – LinkedIn and Career Management – Jason Alba – LinkedIn as Resume 2.0 – Scott Sehlhorst – Your Reputation: Create a Permalink – Todd Defren
  • 22. 40 Great Articles on using Linkedin• Job Search – Best Practices for a LinkedIn Job Search – Konstantin Guericke (via Dave Taylor) – How Do I Use LinkedIn to Find a Job? – Dave Taylor – How to Use LinkedIn to Find a New Position – Eric Mariacher – How to Find a Job Using LinkedIn – Liz Ryan (via Dave Taylor) – LinkedIn and Your Job Search – Alison Doyle – Following Up on Inside Connections at Potential Employers – Scott Allen – Searching the Hidden Job Market for Opportunities – Debra Feldman – Using LinkedIn to Prepare for Your Job Interview – Darlene McDaniel• Recruiting – Companies Use LinkedIn to Find Top Talent – Desire Athow• Growing Your Network – Grow Your Network While You Don’t Need It – Eric Mariacher – Growing Your Network Online – Kathie Thomas – LinkedIn as Cult Builder – Matthew Reinbold• Keeping in Touch – Borrowing the Expertise of Others – Eric Eggertson
  • 23. 40 Great Articles on using Linkedin• Meeting Face-to-Face – Breaking the Ice at a Meeting with LinkedIn – Pete Johnson – Using LinkedIn to Fill Out Your Business Trip – Scott Allen – Using LinkedIn for Travel – Marc Freedman – Connecting with People in Your Network When Traveling – Stewart Rogers• Organizing and Extending Groups – Using LinkedIn to Create a Granfalloon – F. John Reinke – Pros and Cons of LinkedIn for Alumni Groups – Andrew Shaindlin• Miscellaneous – Introducting Your Network to Each Other – Scott Allen – Using LinkedIn to Find Celebrity Guests – Stan Relihan – Unpredictable Benefits of LinkedIn – Nathan Gilliatt – LinkedIn a Box – Brendon Connelly• Specific Jobs / Industries – 10 Ways Journalists Can Use LinkedIn – Penelope Trunk – LinkedIn for Startup Entrepreneurs: 5 Reasons to Join – Dharmesh Shah – Five Ways IT Managers Can Get More Out of LinkedIn – Shane Schick – Five Ways Authors Can Profit from LinkedIn – Mahesh Grossman• Lists – How to Change the World: Ten Ways to Use LinkedIn – Guy Kawasaki – 20 Ways to Use LinkedIn Productively – Web Worker Daily – Making Your LinkedIn Business Network Pay Dividends – Tatsuya Nakagawa & Peter Paul Roosen – Top Reasons to Use LinkedIn – Various, compiled by Chris Pirillo
  • 24. “ What are the avenues/ways of researching for the right candidates online or on Linkedin ? “ Group Activity 1
  • 25. Facebooko Fastest growing social network in Canada and the world (500 million members)o Powerful tools to engage and understand your audience: o Brand pages o Custom applications o Targeted advertising o Audience insights/metrics o Opinion polls
  • 26. Facebook Pageso Your brand’s homepage on Facebook.o Allow you to post photos, videos, events and other messages.o Users interact with you by o Becoming fans o Commenting on your posts o Participating in discussions o Post photos to your pageo Fans see your page updates in their newsfeed
  • 27. Youtubeo Video sharing sites let you upload videos and share them with people.o They’re a perfect repository for video blogs, taped seminars, witty Power Points, commercials, how-to’s and a behind-the-scene look at your organization.
  • 28. Youtubeo helps you gain exposure and direct traffic back to your websiteo sparks interest without a hard-sello videos can be low-fi and cheap to produce - immediacy and content is more important than quality.o videos can be a place to showcase your leadership in a field, and spread customer testimonials
  • 29. Slideshareo A file-sharing site is a series of presentation in PPT, PDF, Word format which is distributed by syndicated download to your computer, for use on a presentation software.o File-sharing can be simple notes of training, seminar, conferences, and workshop.o Excellent tools to share knowledge and thought leadership
  • 30. Blogso A blog is a website with regular entries of commentary or newso Blogs serve to establish your company as transparent, relevant, active, and expert.
  • 31. Blogo engage in dialogue with your customerso improve your search engine visibilityo promote product launches and eventso gain expert status by providing useful tips
  • 32. Twittero Microblogs are blogs limited to a sentence or two (about 140 characters) o People use microblogging to promote themselves, share content and follow friends, celebrities and brands o Companies use it for marketing, public relations and customer service by giving their brand a voice within the community
  • 33. Twittero share timely informationo promote useful content including resources, contests, deals, etc. (not just your own)o personify your brando connect with your customers and develop leadso build credibility and influenceo listen to consumer buzzo research competitorso network and learn from experts in your field
  • 34. Social Media Human Resource Strategy Map• Target Audience(s)• Objective(s)• Integration• Culture Change• Capacity• Tools & Tactics• Measurement• Experiment
  • 35. 1. Target Audience(s)• Who do you want to reach with your new media efforts to meet your objective?• What does your target audience know or believe about your organization?• What key points do you want to make with your audience?• What new media tools are they currently using?
  • 36. 2. Objective(s)• What do you want to do? – Marketing – Public Relations – Customer Service S.M.A.R.T – Monitoring Specific – Research Measurable – Branding Attainable – New business Realistic – New Customers Time-based
  • 37. 3. Integration • How will your new media strategy support and enhance your existing Internet strategy (if you have one)? Website CRM Email Lead/Prospect SEO Google Analytics
  • 38. 4. Culture Change• How will you get your organization to embrace your new media strategy? (Training?)• Can you think of any internal champions (CEO?) to drive it forward?• How will you address any fears or concerns? (who decides what info to be on Social Media?)• What is the rate of change your company can tolerate?
  • 39. 5. Capacity• Who will implement your organization’s new media strategy? (not just IT or Marketing)• How much time do you allocate per week to your strategy?• Do you need any outside expertise to help implement your strategy?• Will your content updates depend on any other resource or person?
  • 40. 6. Tools and Tactics • What tactics and tools best support your objectives and match your targeted audience? • What tactics and tools do you have the capacity to implement?
  • 41. 7. Measurement • What hard data points or metrics will you use to track your objectives? • How often will you track? • Do you have the systems and tools set up to track efficiently?
  • 42. 8. Experiment• What department you implement first as a pilot run? Before After What did you plan to What actually happened do? What do you think How could your results would be the have been improved? Result? What did your audience think? What will you do differently in the next run?
  • 43. 3 Rules of Engagement for Human Resources professionals• Content : Adding Value to different content• Context : Engaging Conversation while filtering the noise• Contact : Building a Community beyond your organisation
  • 44. | Social Media |Content{ What’s happening in the world? } { What can I do with it? } { Is this real, useful, relevant? } { How do I maintain Control? –}
  • 45. Content OriginalCo-created User-generated
  • 46. Something Exclusively Yours!Original Your Creativity!
  • 47. Contribute to what others have startedCo-created Exposes a Problem/ Asks a Question Solves a Problem/ Answers a Question Propose a Solution / Enrich an Answer Verify a Solution / Test an Answer Value Adding !
  • 48. Let Others generate new Content based on what you or others have createdUser-generated •New •Current •Socially important •These 3 always work : •Money •Health •Sex/Love Value Creation !
  • 49. “ What kind of content can HRD contribute to its socialmedia corporate platforms? “ Group Activity 2
  • 50. | Social Media | Context (What’s there to talk about?)(How do I conduct myself on social media?)
  • 51. Listen & Learn
  • 52. Share & Inspire
  • 53. Comment & Collaborate
  • 54. Poll & Publish
  • 55. Monitor & Measure
  • 56. What is Social Media Effect? OrIt’s how fast your content travels and stay “hot” online by your contacts
  • 57. | Social Media |Contacts { Who am I meeting? } { Where can I find them? } { What do they know? } { When are they moving on? }{ Why do I need to know them? }
  • 58. Influencers
  • 59. Peers
  • 60. Thought Leader
  • 61. 5 “M”s ofSocial Media-Ready Companies (roles of HRD)
  • 62. | Social Media-ready Companies |#1 – Motivate •Top Management Buy-in •Social Media Knowledge
  • 63. | Social Media-ready Companies |#2 – Measure •Customer Engagement •Competitive Insights
  • 64. | Social Media-ready Companies |#3 – Monitor •Metrics & Dashboard •Milestone & Deliverables
  • 65. www.hootsuite.com
  • 66. | Social Media-ready Companies |#4 – Manage •Staff & Resources •Plan & Channel Selections •Process Documentation
  • 67. | Social Media-ready Companies |#5 – Maintain •Governance
  • 68. Reflection(The Role of Human Resources in a Social Media-ready organisation)• Motivate : Top Management to incorporate social media in HR policies• Manage : A team of social media-savvy professionals to enhance the value and increase productivity• Maintain : All metrics (KPI) and milestones on organization social media growth• Monitor : Industry and Competitor insights• Measure : The Return on Investment of Social Media
  • 69. MANAGING SOCIAL MEDIAONLINE CONVERSATION
  • 70. o Experiment personally before professionallyo Try a variety of social media toolso Be yourself, make some friends, and share
  • 71. 1. Discovery 2. Strategy (people, competition, and (opportunities, objectives) search engines) 4. Execution3. Skills (tools, integration, (identify internal resources policies, and process) and gaps)5. Maintenance (monitor and adapt)Source: 5 Phases of Social Media Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789
  • 72. o Find where your audience is participating and indentify the influencerso Read industry blogs (including comments)o Google your company name & your competitiono Find tools that can help you listen
  • 73. o Tap into the wisdom of the crowd to access a wider talent pool and gain customer insighto Companies that use crowd sourcing include: o Starbucks (MyStarbucks) o Dell (Ideastorm) o DuPont o Netflix o Wikipedia o iStockphoto.com o Threadless.com o Mechanical Turk (Amazon)
  • 74. o Avoid puffery (people will ignore it)o Avoid evasion and lying (people won’t ignore it)o Companies have watched their biggest screw- ups rise to the top 10 of a Google searcho Admit your mistakes right away
  • 75. KEYS TO SUCCESSo Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social mediao Make your content easy to shareo Incorporate tools that promote sharing: o Share This, RSS feeds, Email a friend
  • 76. KEYS TO SUCCESSo Dont shout. Dont broadcast. Don’t brag.o Speak like yourself – not a corporate marketing shill or press secretaryo Personify your brand – give people something they can relate to.
  • 77. KEYS TO SUCCESSo Think like a contributor, not a marketero Consider what is relevant to the community before contributingo Don’t promote your product on every posto Win friends by promoting other people’s content if it interests you
  • 78. o Don’t try to delete or remove criticism (it will just make it worse)o Listen to your detractorso Admit your shortcomingso Work openly towards an explanation and legitimate solution
  • 79. o Don’t wait until you have a campaign to launch - start planning and listening nowo Build relationships so they’re ready when you need them
  • 80. KEYS TO SUCCESSo You need buy in from everyone in the organizationo Convince your CEO that social media is relevant to your organizationo Get your communications team together, discuss the options, then divide and conquer
  • 81. o Coordinate comments internallyo Tweet & Retweet, @mention, etc
  • 82. “ What are the possible risk associated with using socialmedia and what would be the likely outcome? “ Group Activity 3
  • 83. Social Media Risk AssessmentRisk Event Description Expected Outcome 1 Incomplete Social Media Strategy Social media project will Fail 2 Lack of Buy-In from Senior Executives Insufficient funding 3 Insufficient Resources Employee backlash due to workload 4 Selecting the Wrong Social Media Channels Lack of online engagement 5 Incorrectly Measuring Social Media Metrics Difficulty in demonstrating ROI 6 Potential Leak of Corporate Strategy Direction & goals exposed 7 Negative Feedback Posted by Respondents Impact on sales and bottom line 8 Inappropriate Content Posted by Respondents Decrease brand equity 9 Lack of Participation by Consumers Goals will not be reached10 Lack of Control Over Corporate Content Employees posting incorrect Info online11 Inappropriate Content Posted by Employees Decrease brand equity12 Excessive use of Social Media by Employees Loss of productivity13 Using Personal Accounts for Work Purposes Misrepresentation of the company14 Data Theft UN/PW could be hacked to enter system15 Identity Theft Misrepresentation/Brand Hijacking17 Loss of Business Reputation Inconsistent brand messaging19 Risk of Contracting Viruses and/or Malware System Crash/Risk of Stolen Data20 Technical Difficulties End User Frustration & Dissatisfaction21 Bandwidth Issues Downtime due to excessive usage
  • 84. Social Media Policy
  • 85. Must Haves in a Social Media Policy• Purpose• Scope : Different departments• Platforms• Disclaimer (change from time to time)• Personal Use of Social Media• Ethnics & Values
  • 86. Online Resources• Online Database of Social Media Policy – http://socialmediagovernance.com/policies.php• How to write a social media policy – http://www.inc.com/guides/2010/05/writing-a- social-media-policy.html• Social Media Policy Making Tool – http://socialmedia.policytool.net
  • 87. “What are the scope / jobdescription of a Social Media Professional? “ Group Activity
  • 88. Top CEO Blogs
  • 89. http://weblogs.jupitermedia.com/
  • 90. http://blog.guykawasaki.com/
  • 91. http://www.cnewmark.com/
  • 92. Social Media Template Review
  • 93. Thank You!