Using Social Media to Support HR Functions

Social Media and HR: Ensuring a Podium Finish Presented to Commissionaires – Oct 29, 2009

http://mynameiskate.ca/socialmedia-hr.html

LintBucket Media (LintBucket.com) is a boutique marketing agency headquartered in Vancouver that focuses on social media marketing and community building.
Our Services:
Social Media Marketing & Communications
Blogger Outreach Programs
Community Development
Internal Social Media Implementation
SEO-driven Copywriting
MyNameIsKate.ca – blogging about the intersection of marketing, technology and design, plus other juicy bits.

Today, let’s discuss …
What is Social Media?
Nitty Gritty: Tactics & Examples
It’s Not All Pretty
How Do You Engage?
Your Questions!

What is social media?
Social media is information content created by people using highly accessible and scalable publishing technologies that is intended to facilitate communications, influence and interaction with peers and with public audiences, typically via the Internet and mobile communications networks.
~ Wikipedia

http://fasticon.com/freeware/

American Medical Association

http://en.wikipedia.org/wiki/File:Pig-pen_peanuts.PNG

http://sxoop.com/twitter/

Pic Credit: David Armano - Logic + Emotion Blog

The Age of the Brand is Waning

The Age of the Brandividual* People Figures: David Armano - Logic + Emotion Blog

What is a brandividual?
Not just any employee.
A passionate employee.
Passionate about:
Your Company
Your Products
Your Customers!

Why is the brandividual good for business?

Trust!

“ It’s harder to distrust a person than it is to distrust a corporation.” Deloitte

“ At the same time we get information (from a person via social media), we get information about the character of the person giving the info.”
~ Nora Young, CBC Radio … on using social media

The Nuts and Bolts

HR Functions Assisted by Social Media
Recruitment: Finding the Right Employee for the Right Job at the Right Time
Reputation Management : Why Commissionaires is the best place to work
Employee Engagement : Staff Retention & Loyalty

Blogs & Microblogs http://flickr.com/photos/paulwatson/5070827/

Canadians Online & Blogging
Out of developed countries Canada has:
highest Internet penetration (71%) – vs. U.S. of 61%
most page views per resident (4k per user) – vs. 3.4k in the U.K.
time online (45 hours per month) – vs. 32 hours in the U.K. and 30 in the U.S.
From a blogging perspective:
16mm, or 64%, of Canadians now visit blogs and even those in the 65+ demographic spend 2 days a year on blogs
Data from ComScore Media Metrix – Dec 2008

Podcasts & Videocasts http://flickr.com/photos/rswday/152069962/

Online Video
Over the course of a month
89% of Canadians watched a video online
Average of 115 videos watched
Average of 385 minutes of viewing time
Just YouTube
57% of Canadians visited YouTube
Accounts for 46% of all Canadian video viewing
Average 68 videos | 180 minutes

Social Networks http://flickr.com/photos/chinmaypatil/215141480/

Social Networks: What is it?
Online communities that allow you to:
create and share content
find like members who share something in common: interests, goals, concerns, people
Finding people in common is really the strength of social networks … connecting with a community of like-minded individuals
There is a social network for everyone!

Social Networking
Over the course of a month …
84% of Canadians use a social network (that’s over 20 million Canadians!)
Over 360 minutes
Over 800 pages
Women spend, on average, 120 MORE minutes on Social Networks and view 222 more pages
Toronto ranks #4 in the world for LinkedIn use
Data from ComScore Media Metrix – Dec 2008 & from LinkedIn– Sept 2009

Facebook
Huge Canadian participation
65% of Canadians are on FB (vs US’s 23%)
725 FB pages a month
Older Canadians (45 – 54) are driving FB’s growth

Social Media & Cdn Recruiters
69% of recruiters use LinkedIn for recruiting
44% use Facebook
9% use Twitter
6% use blogs
3% use YouTube
3% use Craigslist
0% use Tumblr or MySpace
Data from LinkedIn– Sept 2009

Social Media & Cdn Recruiters
Only 20% say social media delivers a clear ROI
77% say it’s improved their ability to connect to passive candidates
44% say it’s improved their quality of hire
36% say it’s reduced their time to hire
66% say no one oversees their social media stuff – it’s all rogue
Data from LinkedIn– Sept 2009

Social Advertising

Sodexo – Full Meal Deal

It’s Not All Pretty

It’s not all rosy …
Wal-Marting Across America : Edelman’s fake blog about a couple in an RV visiting Wal-Marts.
Rahodeb a.k.a. John Mackey, CEO Whole Foods posted negative comments about competitor Wild Oats on a message board hoping that the share price would go down.
Cisco made their own entry in Wikipedia saying that they invented the “human network.”
Vespa’s neglected enthusiasts’ blog – originally very successful, Vespa didn’t have an exit strategy and it languished for 2 years with negative comments

More missteps …
Agency.com's “ Going to Work for Subway ” was a 9 minute video about pitching to get Subway as a client. They were pitching for Subway's business, but never sought permission to release the video to YouTube.
Target’s Rounders campaign instructed their members to lie. "We don’t want the Rounders program to steal the show from the real star here: Target and Target’s rockin’ Facebook group! So keep it like a secret!”
Sony's " All I want for Christmas is a PSP " flog (fake blog) featured agency staff posing as a teenager. The ruse was apparent and the blog received 550 negative posts on the site with many of them being pulled by Sony.

: http://flickr.com/photos/dgbalancesrocks/260902896

Let’s Get Practical …
Where do you start?

How Do You Engage?
Right People
Right Process
Right Community
Right Attitude
Right Questions

Right People
People who have a unique voice with something to offer a community of passion
TIP: Social Media is best done as a team effort!

Right Process
Choose where you want to get involved – you can’t do EVERYTHING
Coordinate efforts centrally – cross-functional work groups
Ensure your agency understands your priorities and your process

Right Community
Create Value for your Customers!
Either by harnessing the power of your communities or by offering something that consumer’s can’t do on their own. The role of the institution is facilitation.
Give customers a stake in your brand.

Right Attitude
Bi-directional
Peer-to-peer (brandividuals are essential)
Humble

Right Questions Who Who are our audiences? How are they currently interacting with our brand? Where Where are our constituents online? What communities do they use? Why Why are we engaging ? (Market – Connect– Collaborate – Recruit) What What is our message? What do we want to change with our audiences? How What tools will we use to support our objectives? What are our success metrics?

Resource Recommendations … http://www.forrester.com/Groundswell http://www.friendswithbenefitsbook.com/ Disclosure: I am the technical reviewer of the upcoming printed edition.

Resource Recommendations …
Chris Brogan - social media and community strategy - http://www.chrisbrogan.com
Mashable - Web 2.0 and Social Media News & Analysis (tool oriented) -http://mashable.com
ReadWriteWeb - Web Apps, Technology Trends, Social Networking - http://readwriteweb.com
Jeremiah Owyang - Social Media & Web Strategist for Forrester Research - http://www.web-strategist.com/blog
Universal McCann's Report - When Did We Start Trusting Strangers - http://www.universalmccann.com/
Pew Internet & American Life - http://www.pewinternet.org/

Questions? http://www.flickr.com/photos/calavera/65098350/

http://www.flickr.com/photos/vernhart/1574355646/

Using Social Media to Support HR Functions

by Kate Trgovac on Oct 28, 2009

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