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Nuts Bolts Of Social Media Final

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Nuts & Bolts of Social Media

Nuts & Bolts of Social Media


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  • 1. Nuts & Bolts  of Social Media 1
  • 2. Social Media Courtesy of youtube.com http://www.youtube.com/watch?v=lFZ0z5Fm-Ng 2
  • 3. Agenda Social media landscape and value R&D with social media 10 minute break HR considerations and policies Risks and concerns 10 minute break Hands‐on workshop using social media tools 3
  • 4. Why Social Media Now? SPEAKER — JEFF ANTAYA
  • 5. Social Media Landscape Online tools creating real‐time, relevant, and targeted two‐way  communication utilized by individuals and organizations 5
  • 6. Value of Social MediaIntegrated as part of your marketing and business plan. 6
  • 7. Value of Social Media Part of the tools used to accomplish your business  strategy  Attract business customers  Attain customer feedback  Gather research on target and competition  Recruit staff  Train staff  Identify trends 7
  • 8. Why It Helps Your Organization Expands frequency and reach of your organization’s messages  and offerings Leverages positive relationships of all employees and  customers to advance communication effectiveness Circumvents filters, “gate keepers”, and clutter Improves efficiency and cost effectiveness of advertising  spend Keeps your company top of mind Builds incremental “team spirit” 8
  • 9. How It Is Most Effective Using as a platform for electronic networking Pushing company prepared messages and offerings to  network Offering supportive comments to build credibility Gaining competitive intelligence Helping recruit and retain human capital 9
  • 10. When It Is Most Effective Integrated into everyday routine Personal and business mix Controls in place to identify challenges for constructive  conversations 10
  • 11. Speaking the Language Search engines dictate who finds you Need to speak in terms used by public and your  competitors Use descriptive words  Repeat terms Use variations Link terms to geography 11
  • 12. Terms to Describe You Exercise:  What terms describe products or  services you sell?  Are there terms for products you  consider “proprietary”?   Will people use them to find you? 12
  • 13. The Audience You Want To Reach Media Households Businesses Community organizations Referral sources Internal  Facebook followers  Twitter followers  LinkedIn groups  YouTube 13
  • 14. Audience You Would Like to Reach Exercise:  Take two minutes and list all of the  people that you try to reach today  through your marketing efforts  Are there other audiences you would like  to reach, but you don’t focus on today? 14
  • 15. Keys to Your SuccessWho is listening? AUDIENCE REASON TO  FOLLOW Build a CONSISTENCY Following CONTENT ENTHUSIASM 15
  • 16. What Content Do You Need? Trends Newsletters Expression OffersShare original Create a forum  What are people  Reference to ideas or links  for ideas,  thinking?  other sites  to relevant  announce‐ “Today I …” and activities content ments, offers 16
  • 17. Why Should People Follow You? CHASE JAX CAR EXAMPLE WASH 17
  • 18. Questions? 18
  • 19. R&D With Social Media SPEAKER — ALEX BROWN
  • 20. Research and Development  Marketing  Understanding existing and potential customer base  Networking through prior connections  Understanding competitive environment Industry trends Resources 20
  • 21. Getting to Know Your Customers Key contacts in companies – Advanced People Search  http://www.linkedin.com/search?goback=.cps_1262911765239_1 Select location Select industry Title  Vice president  CEO 21
  • 22. Networking ‐ Prior ConnectionsSearch connections to existing contacts: Search or select one key  contact using People Search 22
  • 23. Researching Connections Exercise:  Using LinkedIn, try to target an industry with  significant presence in your community.  Locate one or more of your customer  contacts or other acquaintances and see if  they may be connected to others of  influence in need of your organization’s  services.  Identify key contacts through them and ask  for an introduction through LinkedIn. 23
  • 24. Industry Trends and Social Media Exercise:  Using LinkedIn, try to find three groups  that may provide information of interest to  you and your organization.  Search questions and answers for  information related to a current issue  impacting your organization. 24
  • 25. The Competitive Environment Facebook  Blogs – What are people saying about your organization?  Surveys – Ask people questions:  “When you want to get X, where would you go?”  “Who do you think offers the best quality at the lowest  price?” 25
  • 26. Facebook Blogs 26
  • 27. Facebook Surveys 27
  • 28. Twitter Search 28
  • 29. Social Seek 29
  • 30. Questions? 30
  • 31. Social Networking & HR SPEAKER — PAULA FRERICHS
  • 32. Risks & Concerns ‐ Employees Personal Image Recruiters• There is a lot of personal  • Is the employee’s personal  • How do you manage  information on social media – how  image on social networking  recruiters, who now have  will your employees react to  sites going to reflect your  good knowledge about your  management seeing this?  company?   employees? • How will management react when  • Do you want your customers  they see the personal  seeing pictures of your  information? employees beach vacation or  potentially inappropriate • Will an employee’s personal  behavior? choices/beliefs effect how others  see them in the workplace?• How do you handle inappropriate  behavior by employees on public  social networks? 32
  • 33. Using Social Networking 1. Finding the Candidate 2. Pre-employment Inquiries 3. During and Post-employment 33
  • 34. Using Social Networking 1. Finding the Candidate 2. Pre-employment Inquiries 3. During and Post-employment 34
  • 35. Blogging Everyday 70,000 new blogs appear on the Internet, yet  few emerge from the office Fortune 500 company blogs only account for about 5% Know yourself Know the audience Engage your audience Stay current 35
  • 36. Using Social Networking to Recruit Build your networks List open jobs in your status Forward jobs to your network LinkedIN  INMails  Join groups  and post there Facebook fan page 36
  • 37. Using Social Networking 1. Finding the Candidate 2. Pre-employment Inquiries 3. During and Post-employment 37
  • 38. Pre‐Employment Inquiries CareerBuilder study found 20% of employers  use sites such as Twitter and Facebook to  influence hiring decision Can use lawful information you gather You WILL learn things that are illegal to ask  during an interview Don’t pass along what you learn 38
  • 39. Pre‐Employment Inquiries Are benefits worth the risk?  EEOC   FCRA Need to be able to point to a legitimate,  nondiscriminatory reason for hiring decision Don’t “friend” applicants 39
  • 40. Using Social Networking 1. Finding the Candidate 2. Pre-employment Inquiries 3. During and Post-employment 40
  • 41. Can You Still Be Friends? Laws are behind technology May not be able to prohibit, but can blur lines Possible workplace harassment Recommendations are similar to an employment  reference 41
  • 42. Networking vs. NOTworkingSocial NOTworking:  The practice of spending time unproductively on social networking websites, especially when one should be working.— Urban Dictionary.com 42
  • 43. Granting Access HR issue, not just IT  Privacy, confidentiality, time management,  productivity Double standard? Employees will act the same regardless if they have  access or not  43
  • 44. … Or Not Granting Access Nucleus survey of 237 office workers  47% regularly log on to Facebook during working hours  87% can’t define a clear business reason for doing so  Results in 1.5% in lost production across the entire office  One survey showed employees spend from 30 minutes to 3  hours/day on sites. 44
  • 45. Startling Internet Statistics 37% of employees surf the web constantly while at work 86% use office e‐mail for personal reasons 30% of American workers watch sports online while at work 24% of American workers shop online while at work 70% of Internet porn traffic occurs during the 9‐5 workday 64% of employees have received offensive e‐mails at workSource:  employee‐network‐moniotoring.com/statistics 45
  • 46. Biggest Risk — External Misuse Unauthorized disclosures of confidential information Corporate embarrassment and public relations issues Regulating activities on employee social media sites 46
  • 47. Risks & Concerns ‐ Employees Inappropriate Content  Distasteful/embarrassing  posts and comments  Disparaging remarks about   others Disclosures  Endorsing products/services 47
  • 48. Have a Social Networking Policy In addition to your Internet and e‐mail policy Address social networking sites, blogs, and virtual  worlds Use broad language and update frequently Include restrictions on usage (who, when, and  why) 48
  • 49. Have a Social Networking Policy No expectation of privacy when online in work e-mails. Have employees sign off, possibly go through training. 49
  • 50. Sample PoliciesCISCOhttp://blogs.cisco.com/news/ciscos_internet_postings_policy/Intelhttp://www.intel.com/sites/sitewide/en_US/social‐media.htmAir Forcehttp://www.af.mil/shared/media/document/AFD‐090406‐036.pdfGeneral with links to multitudes of sitehttp://socialmediagovernance.com/policies.php 50
  • 51. Questions? 51
  • 52. Risks & Concerns SPEAKER — RAJ PATEL
  • 53. Challenges Data security and privacy  Too much information  Too much trust  Lack of security  Viral impact  Virus corruption Resource commitment Adequate monitoring Communication Misunderstanding and poor judgment Rules and regulations 53
  • 54. Volume of Information Posted Music  Hometown Books  Phone Number Movies  Jobs Pictures  Education Interests  Birthdates Daily schedules  Sexual orientation Likes  Family and friends E‐mail  Political affiliations Address 54
  • 55. What One Post Can Reveal  Where you live  Questionable  behavior  Your profession  Your yearly income  Information about  others without  consent 55
  • 56. Who Is Accessing The Information Your Customer  A Stalker Your Competitors  Your Ex Your Boss  Your Family Your Staff  A Hacker Your Peers The Mailroom Guy Your Secret  Admirer 56
  • 57. The Friends You Trust 57
  • 58. Customers Privacy of their personal  information Posting on behalf of your  organization Voicing complaints or bad  service The video made a splash online, getting links from all kinds of  Doing nothing vs. being  venues and garnering over 96,000 views as of Monday morning (5 days proactive later) and over 500,000 in months following Competitive information Good news for community banks – she switched from B of A to a community bank. 58
  • 59. Regulations Security & Privacy Disclosure requirements  Policies & agreements  Logos (FDIC, equal housing lender)  Links to external  sources  Etc. 59
  • 60. Regulations Potential FTC regulations  Writing false business and product reviews Other legal issues  Libel/Defamation  Federal securities laws against disclosure of corporate  information 60
  • 61. Compliance & Legal Disclosure requirements: Reg. Z, Reg. DD, FDIC logos, Equal  Housing Logo,  Insured products, Equal Credit Opportunity Acts & Reg.B, Fair Debt Collection  Practices Act, ADAP Records Retentions: Reg Z & DD (2yrs), FINRA (3yrs), e‐Discovery FINRA: Separate insured and non‐insured products CRA: Comments, reviews, and ratings through social media sites would qualify SEC: Disclosure of financial information or performance Defamation: Comments made by others can be attributed to the organization  (e.g., Cisco’s law suit)  Federal Communication Decency Act Copyright or Trademark laws Antitrust Laws: Whole Foods CEO’s anonymous posts of competitor Wild Oats 61
  • 62. Advertising Rules Advertising vs. Personal Profiles  Businesses – If the site is being used for professional  use, social media presence and communication can be  considered to fall within the advertising rules.  Personal  ‐ Personal use and not intended to market  or promote a company. 62
  • 63. Advertising Rules Guidelines to include in the policy to educate your  employees how not to create a professional site unless  intended.  Employees should not associate the company’s name or  email address with the site unless it is intended for  professional use. This includes stating they are an  employee of the company.  Do not use the company’s assets to update personal sites.  This includes any company owned laptop or computer, I‐ Phone or blackberry, firm IP address, and email  address. Using the company’s email address implies the  employee is acting on the company’s behalf.   Create an advertising disclaimer to help employees  specifically state their use is personal or professional. 63
  • 64. Company Data What others are saying about your company  Wikipedia: Are you monitoring the updates to  your page and who is updating it?  Blogs (yours and others)  Facebook/Twitter (yours and others) 64
  • 65. Keeping It Personal & Protected  Customize your privacy settings  Check privacy settings for each  post  Reduce the amount of personal  information shared  Be careful on who you befriend  online  Segment your friends into lists  Block Facebook applications  Remember to delete older posts 65
  • 66. Keeping It Personal & Protected  Customize your privacy settings  Check privacy settings for each post  Reduce the amount of personal  information shared  Be careful on who you befriend  online  Segment your friends into lists  Block Facebook applications  Remember to delete older posts 66
  • 67. Keeping It Personal & Protected  Customize your privacy settings  Check privacy settings for each post  Reduce the amount of personal  information shared  Be careful on who you befriend  online  Segment your friends into lists  Block Facebook applications  Remember to delete older posts 67
  • 68. Keeping It Personal & Protected  Customize your privacy settings  Check privacy settings for each post  Reduce the amount of personal  information shared  Be careful on who you befriend  online  Segment your friends into lists  Block Facebook applications  Remember to delete older posts 68
  • 69. Facebook Privacy Overview 69
  • 70. Keeping It Personal & Protected Make a conscious decision whether you want to cross  the personal and professional boundaries and act  accordingly Create strong passwords/avoid using public machines  or public WiFi Google yourself  (you might be surprised what you find) And, if you get in trouble — blame it on an imposter,  jealous ex, or a twin 70
  • 71. RecommendationsEducation, awareness, and training  Security and risks  Security best practices  Personal vs. professional  Compliance requirements  Impact on organization’s reputation 71
  • 72. RecommendationsClear policies for employees and supervisors  Coverage should include all social mediums (Facebook,  LinkedIn, Twitter, blogs, etc.)  Everyone should read and acknowledge  HR‐related polices including hiring and disciplinary practices  Use of company name or products on social media sites  Disciplinary actions clearly defined  Understand it is an evolving policy and be judicious in how it  is enforced 72
  • 73. Recommendations Monitor your company on social media  (socialmention.com) and respond appropriately Monitor postings on Wikipedia, location maps, etc.  Monitor your key management’s posts Utilize disclaimers and terms of use Protect your own intellectual property (use clear  placement of appropriate symbols, such as ©, ®, ™) 73
  • 74. Recommendations Refrain from commenting on third‐party posts Register your company and C‐level executives on  common social media sites (manually or  knowem.com) For marketing services & products, provide links  back to your website where all your compliance  requirements are being met Involve your compliance, legal, and risk officers 74
  • 75. Questions? 75
  • 76. Hands-On Workshop TEAM EXERCISES
  • 77. Hands‐on Workshop1. Create a Facebook site2. Create a LinkedIn site3. Practice with Twitter4. Begin Blogging Don’t be afraid to ask questions!  We’re here to help. 77
  • 78. Best Practice Examples Facebook Pringles Twitter Mercy Health System Wikipedia Amador Valley High School LinkedIn Azure Dynamics Blogs Kodak YouTube OtterBox Website Umpqua Bank  78
  • 79. Getting Started Pick one social media medium to focus on today Let people know your site exists Jeff Antaya | CMO | Marketing Plante & Moran, PLLC, 27400 Northwestern Highway, Southfield, MI 48034 Direct Dial: 248.223.3750 | Mobile: 248.249.3108 | Fax: 248.233.7547 Plante & Moran | Twitter | Facebook | Linkedin Celebrating 12 years as one of FORTUNE magazines “100 Best Companies to Work For” Get staff to join Consistently and regularly publish 79
  • 80. Facebook www.facebook.com Create a fan page Get members  Encourage employees to join  Encourage employees to “share” content  Create a reason to join Publish Advertise Check out the competition 80
  • 81. LinkedIn www.linkedin.com Encourage network updates about your organization Tool to find customers/clients Groups  Research Advertise 81
  • 82. LinkedIn Profile  Highlights your offering  Picked up by search  engines  SEO key 82
  • 83. Twitterwww.twitter.com  Micro‐blogging   Interdependent on  followers and who  “you are following”  “Chirps” 83
  • 84. Blogginghttp://security‐assurance‐blog.plantemoran.com/  Interactive personal  site often referred  to as “weblog”  Allows you to share  your knowledge and  expertise with the  world (content or  niche based)  Improves search  results 84
  • 85. Thank You!JEFF ANTAYA248.223.3750 jeff.antaya@plantemoran.comALEX BROWN216.274.6522furney.brown@plantemoran.comRAJ PATEL248.223.3428raj.patel@plantemoran.comPAULA FRERICHS248.375.7222 paula.frerichs@plantemoran.com 85