Human Resources: Social Media Matters


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  • Good morning! I’m Heidi Strandand I am delighted to be with you this morning for Social Media Matters. In real life, I am a partner and consultant in Blue Door Consulting, a boutique marketing consultancy located here in Oshkosh.
  • We have gradually been integrating social media into our marketing work with clients. This was our first project that included a social media element – 4imprint’s Brand with Ten Grand contest – in 2004. The contest attracted nearly 1,000 entrants – all from businesses aiming to win $10,000 in promotional products. Four finalists were selected. Each submitted an online video – and the 4imprint community – voted to help select a winner. The winning company – River City Rubber Works – then blogged about how they were using the promotional products to grow their business.
  • We use social media in our business as well. In fact, earlier this year, we used social media exclusively to hire the newest member of our team, Andrea Wisdorf. I’ll share our case study on the hiring process - as part of my presentation today.Now, I’d like to get a sense for your experience with social media.
  • OK – so let’s get started. First, let me start by saying Social Media is a HUGE topic. We could literally do a week-long training session – and still not cover everything that is to be said on the topic. And, it changes literally daily. So, this seminar is going to focus on 4 things. First, we’re going to look at the tools themselves and share some fast facts about their rates of adoption. Then, we’re going to lay out a few of the rules of engagement. Next we’ll look at 8 ways organizations use social media. Finally, we’ll discuss some case studies – and try to pull out some lessons we can take home with us.Big agenda. So, let’s dive right in.
  • We’re going to start – of course - with a YouTube video.(After video)I will tell you that this presentation has come under fire for some of the statistics that are presented. But, I think the piece sets the tone for our conversation today – as we look not only at social media tools that are available to you, but also how using them can benefit and potentially change your business.
  • OK – so that is the overview of the Social media tools that are available – and tactics for using those tools.Now, we’re going to take a short break. When we come back, we’re going to spend the rest of the session focusing on social media strategies, looking beyond what you can do with social media tools to how you can use social media to engage your customers and grow your business.
  • The first category of social media tools that we want to talk about today are blogs. For those looking for the short-hand version, a blog is a Web-log – basically an online journal. The universe of blogs is what we call the blogosphere. Let’s see a show of hands…How many of you read blog posts?Comment on blog posts?Write blog posts? Personally or professionally?You an use a blog for almost anything. You can write about your company, your products, your industry, your philosophy, your great work atmosphere – whatever. But, make what you write about a strategic decision. Make your content informative so that it adds value to your readers’ lives. Don’t make every post a hard sell. It’s about demonstrating who you are, what expertise you have and the value you provide.In addition to blogging, you can also comment on the blogs of other people in your industry to position yourself as knowledgeable and a resource.Blogging can also do wonderful things for your organization’s SEO – by providing fresh, keyword-rich content to your Web site – or links to your site from other blogs.What is the size of a blog’s audience?
  • We use a different tool – Blogger – to manage our blog. It’s owned now by Google. Like WordPress, it can be ‘skinned’ to match the look of your Web site.Just to give you an idea of how easy it is to update and maintain a blog, I’ll give you a look at what we see behind the scenes.
  • From blogging, we turn to micro-blogging . Micro-blogging is based on the same idea as blogging – it’s an easy-to-update tool for providing content to people who are interested in you or your business.The word micro comes from the fact that you have to do it in 140 characters or less.Twitter is the primary micro-blogging tool. Accounts – whether you use them personally, professionally, or as a mix – are free. Sign up takes mere minutes and you can begin Tweeting – or sending updates – as soon as your account is set up. Twitter gets a little bit of a bad rap from people who don’t understand how it works. It asks you to answer the question: What are you doing? A lot of people will say they don’t want to even try Twitter because it’s people describing what they are eating for breakfast or lunch. That’s soooo not true. Twitter is about building a community of people you can exchange ideas and information with – people who share your interests. It’s about building relationships and having conversations.I follow other people who are interested in marketing and social media topics on Twitter. I also follow people who are interested in gov 2.0, people who are interested in non-profit work and philanthropy, a life coach, a real estate agent – and a few people who live around the world.Using Twitter, you can raise awareness of your business, share your expertise, exchange helpful ideas with your customers, respond to customer service complaints, thank customers for rave reviews, see what consumers are saying about your competition, spot trends, connect with journalists, and more.How big is Twitter?
  • From micro-blogs, we turn to social networks. Social networking – using Web sites to connect with colleagues, friends and family members or meet new people, now accounts for 17% of our time spent online. That’s what makes it such an important trend for you to be dialed into – because people are spending more and more time having conversations and exchanges in this space. There are a few major social network players. We’ll start with Facebook. It is now the largest social networking site, having passed MySpace in unique visits earlier this year. In August, Facebook logged 185 million different visitors, making it the 4th most visited site on the Web.So, having a presence here for your business is becoming more and more attractive every day.There are many different ways you can use Facebook for your business. Perhaps the simplest is to advertise on Facebook. Facebook ads can be extremely targeted – you can specify that you want them to appear only on the profiles of those who are ages 25-29, live in Winneconne and are engaged. Facebook has pages specifically designed for businesses, that allow you to update your business’s fans on news, share photos, links or videos.
  • You can even add custom-designed specialty tabs and custom content…Why do any of this? This gives you the chance to connect with your users directly – in a place that you know they will be. You can reach them where they are.
  • Next, we’ll look at a tool that most of you are familiar with… LinkedIn. Simply put, LinkedIn is Facebook for business. Just like Facebook, LinkedIn lets you establish both an individual profile – which is like an amped up version of your resume – and a company profile.There are many different ways you can use LinkedIn. Perhaps the simplest is your profile update. I’ll give you an example. (Insert example – also no more ‘breaking news’ when talking to friends and family.)You can advertise on LinkedIn. Like Facebook, LinkedIn lets you deliver extremely targeted ads, based on demographics like seniority, job function, company size, and more. So, only people who fit your criteria see the ad. If you know who buys your product, this can be an extremely effective way to make sure you are getting in front of them.There are other ways to use LinkedIn as well. You can establish a forum – which is like starting a conversation and asking others in your network to join the conversation. Or, you can participate in an established forum, positioning yourself in front of all members of the forum. If a member of your network contributes to a forum question you post, their network will see the forum question – and your company – as well.
  • Finally, there is a category of social media tools that allow users to create and share content. The first example is YouTube. YouTube lets users broadcast themselves and their interests to the world. How many of you are using YouTube currently for your company?You are not alone… So, what does this mean? If you’re not posting videos on YouTube showcasing your product or service, you are likely missing a tremendous opportunity. Businesses can create channels on YouTube to showcase their products and services. These are all the non-profit organizations, for example, who have created a channel on YouTube to get their messages across.Think about the many uses for vidoes – promotion, how-to, trouble-shooting problems, interviews on key topics, entertainment, and more. You can also advertise on YouTube – again, highly targeted, based on what the viewer is watching.
  • OK – so that is the overview of the Social media tools that are available – and tactics for using those tools.Now, we’re going to take a short break. When we come back, we’re going to spend the rest of the session focusing on social media strategies, looking beyond what you can do with social media tools to how you can use social media to engage your customers and grow your business.
  • So, why do I get so jazzed about social media? Because social media provides the tools for you to build direct relationships with your customers – with no one in the middle. It allows you to communicate directly with them, to hear what they have to say and to improve their experience as a result of what you hear.And, that means the relationships you build through social media need to be nurtured, just like the relationships you build in real life. This is the most important lesson that I can leave you with today – if you leave with just one takeaway – let this be it. Social media is not the same as advertising. It is not the same as marketing. It is about building relationships – relationships that can help your business grow in the long-term.Let’s use this example. Imagine yourself going to a dinner party. What would you do?You would bring the host a gift, you would introduce yourself to other guests, you would learn about their interests and you would talk about things you have in common. In essence, you would treat the person as another person – as you would wish to be treated.You wouldn’t start passing out business cards to all the guests without even introducing yourself, you likely wouldn’t shout so no one else could hear other conversations, you wouldn’t ignore all the other guests and stand in the corner.The same is true for social media. When people interact with you, they’re saying, “Hey, I want to learn more about you and what you have to say.” You have to respond in kind, letting them know that their thoughts and views are appreciated – and that you want to have a continuing conversation.
  • The first is simply using social media as a broadcast channel. Doing that means the communication is only one-way… there is no interaction with your users. It’s the equivalent of sending a news release – and then if they call you for more information – not responding to the phone call. Broadcasting works in rare occasions, but it only works if that is what your customer wants. For example, if they know that they are signing up to follow a Twitter account that will only send them coupons – they are choosing to get a broadcast feed. But, if they are signing up to follow your company – they expect to develop a relationship with your company.Much preferred over broadcasting is actually interacting with your customers via social media. This means having two-way exchanges, sharing information back and forth – like you would have a conversation at a dinner party. They comment on something you share – and you comment back.The ideal way to use social media is to actually ENGAGE your customers, so they are helping you take your business to the next level. Maybe they’re a raving fan and you can give them a way to share that story. Maybe they have ideas for improving your product and you can use social media as a platform for them to share those ideas. Maybe they can help other customers trouble-shoot or solve problems through social media. These are all ways that you can use social media to ENGAGE your customers.
  • Over time, social media will change the way we do business. And, it will happen around us – whether or not we are a part of the change.How?Control shifts to your customers – Before, if a customer had a bad experience, they would tell on average 38 people. Now, they can make a YouTube video and tell the world. The same is true if they have positive experience and they are passionate about your brand. Customers are increasingly in control of our messages. Our responsibility is to create experiences that are positive. We need to get it right.Transparency becomes more important – We need to be transparent, to tell the truth and to give the data that allows people to check out our claims. If we are not transparent, if we hedge on the truth, social media makes it increasingly possible for us to be called out and the truth revealed. Our credibility rests on our transparency and honesty.Relationship-building provides a competitive advantage – Previously, you could buy competitive advantage. And, to a large degree you still can. But, what is happening is that products that are little known, but develop loyal fan bases can experience tremendous growth strictly through the viral, word of mouth marketing that those fans help make possible.Entire organization becomes part of the conversation – The opportunity is here to increase the number of people who can help us build those relationships. But, this represents a major shift. We are accustomed to only our marketing or public relations department being able to speak officially on behalf of the company. But, if we are to truly engage our customers, we need to extend that conversation to employees at all levels of the organization. Our customers are interested in all different aspects of what we do. Not all of that information can be communicated in a news release or official publication. Companies like Microsoft allow employees to blog about what they’re working on… we need to be willing to entrust our employees with helping build relationships with our customers online.Culture change – As you can imagine – based on the four shifts that I mentioned previously, our company cultures will be affected by social media. Cultures that were closed or conservative will undergo the greatest changes over time. As one conference presenter at the Word of Mouth Marketing Association Conference said earlier this year, “you have a social media strategy, whether or not you know it.” Social media – the conversations among our customers – will happen, whether or not we are involved. If we want to get involved, we will likely need to shift our culture in order to serve our customers and remain relevant in their eyes.All of this means that as you begin to introduce social media into your organization, you may need to address some of these issues as an organization. Doing so will best position your for social media success.
  • But, now that we’ve take a brief look at the rules of engagement, it’s time to turn our attention to strategy. How can we strategically use social media?There are
  • But, now that we’ve take a brief look at the rules of engagement, it’s time to turn our attention to strategy. How can we strategically use social media?There are
  • Good morning! I’m Brenda Haines and I am delighted to be with you this morning for Social Media Matters. In real life, I am a partner and consultant in Blue Door Consulting, a boutique marketing consultancy located here in Oshkosh.
  • Human Resources: Social Media Matters

    1. 1. Social Media Matters<br />Presented by: Heidi<br />May 12, 2010<br />
    2. 2.
    3. 3.
    4. 4.
    5. 5. Today’s Agenda<br />Key Social Media Tools and Fast Facts<br />Rules of Engagement<br />Strategic Ways Organizations Use Social Media Internally<br />In-practice<br />
    6. 6.
    7. 7. Social Media Tools<br />
    8. 8. Blog<br />Blog Readership<br />More than 133,000,000 blogs have been indexed since 2002<br />77% read blogs<br />1 in 5 report blogging daily<br />2/3 of bloggers are male<br />72% of bloggers are hobbyists<br />58% say they are better-known in their industry because of their blog<br />Sources: 2009 State of the Blogosphere by Technorati.<br />
    9. 9. Blog<br />
    10. 10. Micro-blog<br />Twitter<br /><ul><li>57 million visitors and 1.2 billion tweets in Jan. 2010
    11. 11. Annual growth rate: 1,105%
    12. 12. 1.2 billion tweets in Jan. 2010
    13. 13. 55% are female
    14. 14. 45% between ages 18-34</li></ul>Sources: TechCrunch 2010; QuantCast<br />
    15. 15. Social network<br />Social networking<br /><ul><li>Average is 5.5 hours/month
    16. 16. 41% of users going to a social site go to Facebook</li></ul>Facebook<br /><ul><li>400 million active visitors
    17. 17. Average user is connected to 60 pages
    18. 18. 50% of active user log-in daily
    19. 19. 70% are non U.S. users</li></ul>Sources: Facebook; Nielsen Online<br />
    20. 20. Social network<br />
    21. 21. Social network<br />LinkedIn<br /><ul><li>65 million members in 200 countries on all 7 continents
    22. 22. ½ the traffic comes from outside the US
    23. 23. Executives from all Fortune 500 companies are on LinkedIn
    24. 24. LinkedIn adds a new member every second</li></ul>Sources: LinkedIn Web site, LinkedIn Blog<br />
    25. 25. Info sharing<br />YouTube<br /><ul><li>12.8 billion downloads in Jan. 2010
    26. 26. Every minute, 24 hours of video is uploaded
    27. 27. 18-55 year olds, evenly male and female</li></ul>Online video<br /><ul><li>34.4 billion downloads in Jan. 2010
    28. 28. 84% of the U.S. Internet audience has watched a video
    29. 29. 12.2 hours of video per viewer in Nov. 2009</li></ul>Source: YouTube; TechCrunch<br />
    30. 30. Rules of Engagement<br />
    31. 31. Rules of Engagement: Social Media is about relationship-building<br />
    32. 32. What’s your relationship?<br />
    33. 33. How will social media impact your business?<br />
    34. 34. How can we use social media strategically internally?<br />Strategic Uses for Social Media<br /><ul><li>Culture Enhancement
    35. 35. Collaboration and Training
    36. 36. Customer Service and Feedback
    37. 37. Research and Innovation Sourcing
    38. 38. Recruitment</li></li></ul><li>Industry Facts<br />According to HRmarketer<br /><ul><li>60% say they participate
    39. 39. 80% have seen an increase is social media networking/marketing
    40. 40. 69% feel social media is a good tool for recruitment
    41. 41. 49% say it helps with employee morale</li></li></ul><li>Industry Facts<br />Reasons that U.S. Executives use Social Media July 2009 (% of Respondents)<br />
    42. 42.
    43. 43. In-Practice<br />
    44. 44.
    45. 45. BDC’s Success<br />Associate Marketing Consultant<br /><ul><li>Twitter, blog,Facebook, email
    46. 46. 39 applicants
    47. 47. 8 first-round interviews
    48. 48. 2 month process</li></li></ul><li>BDC’s Success<br />509 view of the job posting<br />Increase in traffic to<br />Average of 4.25 minutes viewing job posting<br />
    49. 49. Make it work.<br />Strategy before tactics.<br />Set goals.<br />Engage in an open, honest, transparent, genuine way.<br />Measure for return on your investment.<br />
    50. 50. Questions?<br />