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  • They have an excellent brand image among the people that follow them on their various websites and are able to use that strong reputation to their advantage. The people that are active in these areas are their target audience, and represent an excellent resource for the company.
  • Primark Stores Limited is an Irish company subsidiary of Associated British Food plc.The company has stores in Ireland, UK and Spain and employ over 25,000 people(Primark 2008).
  • This can be in the form of entertainment, an approach taken by Nissan to promote its sponsorship of extreme sports events at nissansports; or customer service, a strategy preferred by UPS, which allows users to track their parcels online via @trackthis.British Airways offers customer service, travel advice and external links via it’s Twitter account which already has more than 1,300 followers.Amazon.com uses a 'Twitterbot‘ to automatically publish excerpts from its US blog. These tweets clutter the user’s homepage and add little value beyond that of a standard RSS feed. HP is the same.eBay’s tweets provide their customers with nothing new that they don’t already get in emails from the company.Pepsi assumes consumers using the microblogging service are only interested in its products.McDonald’s tweets tons of advertising messages and irrelevant posts that don’t engage their followers.
  • Gone are the days making up a marketing message and having that be what the public believes. Blogs and wikis and all other forms of social media keep companies honest, if they try to portray a false message, they will be slammed on the internet for doing so.Also, prospective employees want a realistic job preview. If all they ever hear is the highly sanitized version of what it is like to work for the company they will be concerned that they’ve never heard any negative comments about the work environment.For companies that don’t have the brand recognition of the larger conglomerates, even just a small amount of search engine optimization can go a long way in terms of getting the companies name out and causing increased traffic to their site. As time passes more and more consumers are becoming tech-savvy, and so companies that have user friendly sites and receive excellent reviews from the people that regularly use those sites will have an even stronger hold on the market.The biggest fear of most executive teams in terms of social media usage among their employees is the decrease in productivity that they expect will occur. Not only has this in large terms not been the case, but studies have shown an increase in productivity because employees are able to either use the social media to find better answers to problems they had initially solved, or, by having a little mental break and then getting back to work, employees are more energized and able to give more focused attention to the task at hand.Company policy regarding social media should ultimately stress discretion and common sense. Sharing sensitive company data or undermining authority should not occur, but if the company has too forceful of a hand it will make employees feel like their employer does not trust them and will diminish engagement.

Final powerpoint Final powerpoint Presentation Transcript

  • Social Media Use inHR, Best Practices
    Sam Merkley
  • Introduction
    Benchmarks
    Best Practices
    Conclusion
    Table of Contents
  • Web 2.0 tools include
    Consumer: Facebook, LinkedIn, Twitter, Blogs, YouTube and others
    Business: Yammer, SharePoint, Oracle Collaboration Suite and others
    Content exchange
    The type and format of information that can be exchanged via these tools is endless
    Text, documents, sound, pictures, videos, links to other information, etc.
    What is Social Media?
  • The Dilemma
    Pro Free Reign
    Increased productivity
    Increased engagement
    Increased company communication and unity
    Enhance company reputation
    Add new business
    Anti Free Reign
    Decreased productivity
    Little or no oversight
    Potential confidentiality breaches
    Negative comments about the company
  • Future Shop
    Primark
    Ford Motor Co.
    Twitter users: successes and non-successes
    Case Studies
  • Why they use it
    The highest percentage of their sales occurs in December
    They increase their workforce by 40% during the holiday season…so do their competitors
    How they use it
    Through Facebook and various Twitter accounts they get the word out to their followers about the jobs
    They use those same forums to answer questions and conduct screening for applicants
    Future Shop
  • Voted most unethical company in the UK 2005
    Skipped mass media and targeted social media to overcome this bad press
    Moved from Broadcasting to Socialcasting
    Primark
  • Research people that are active bloggers, Facebookers, tweeters, and others from among their target audience
    Approached them with a proposition for a test run with a Ford.
    Transparently disclosed reasons for doing so
    Reaped the benefits of the influence of these power users
    Ford Motor Co.
  • Twitter FTW and Fail
    Successes
    Interesting sponsorships
    Nissan
    Excellent customer service
    UPS
    Travel advice and links
    British Airways
    Failures
    RSS Feed, no value added
    Amazon.com
    Hewlett Packard
    Boring and uninteresting
    eBay
    Pepsi
    Spam central
    McDonald’s
  • Corporate branding needs to be complemented with “online thought leadership”
    When trying to use social media as a marketing tool, listen first then participate
    If your company does not use SEO you will fall behind your competitors
    Company policy regarding usage should be clearly communicated
    Recommendations