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Highlighters,Candy Bars, &Microphones:  A New View ofSocial Media for HR
Why are a marketer and a HRconsultant standing here together and  talking to you about social media?           marketer!  ...
Quick show of hands...   @kateo | @metamarketer   &   @WaySolutions
We focus on   amplification.@kateo | @metamarketer   &   @WaySolutions
As the price of amplifying a                                    message has decreased, the                                ...
What is social media’s  role in business?   @kateo | @metamarketer   &   @WaySolutions
Is social media a tool being used for you or against you as a company/             employer?• Externally: The way youre pr...
Photo credit: flickr user frenchy
The point is...  we need alignment.                                   Photo credit: flickr user sida37      @kateo | @metam...
To get to alignment, you      need focus.  focus                               brand,                                value...
Photo credit: flickr user calevans
How does focus happen?• Ask: “What are the things you could be  about?”• Ask: “What are you in the best position  to be ab...
Photo credit: flickr user secret_canadian
t me n                     culturealign        employee                customer        experience             experience
Strong companies are good at alignment.  @kateo | @metamarketer   &   @WaySolutions
Alignment means integrity     from end to endIt’s quite simple: • You make a promise • And you deliver on that promise.
tion lifica           talent       customer         acquisition   acquisition           efforts       effortsamp
official                                       official                          message                                    ...
focus                        brand,                     highlighter                         value                      pro...
“This sounds expensive.”The ROI comes from both brand  marketing and HR for bothrecruitment and retention costs        Tal...
But it’s difficult to allow freedomin employee social media usage if    your culture and employee  experience is not in ali...
So, is it abouthaving a policy?@kateo | @metamarketer   &   @WaySolutions
Message         Coordinated, pre-approved messaging vs.        ad hoc impromptu commentary/non-sequiturs        Pre-determ...
How many of you are tryingto get the C-suite to tweet?      @kateo | @metamarketer   &   @WaySolutions
Surprise!   Your CEO is probably not    your best messenger.Your regular-Joe employees are.     @kateo | @metamarketer   &...
Edelman Trust Barometer 2012“Now, more than ever, companies should be looking forways to activate their employees and conn...
Surprise!    You don’t need to limitsocial media use to work-only.     In fact, that may hurt      knowledge sharing.    @...
“...a policy of prohibiting leisure-related blogging can actually hurtthe extent of knowledge creation   and sharing withi...
Do the math.    Clear focus+ Alignment betweenemployee and customer experience= Less worryabout what is being amplified
Photo credit: flickr user like_the_grand_canyon
Let’s continue the conversation.kate@metamarketer.comKate: @kateo[m]m: @metamarketer                        jennifer.way@w...
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Aligning social media use and policy to improve employee experience and customer experience kmo edits 2012 05-02

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What do you get when a marketing analytics expert and a talent management expert combine their thinking on how social media can work for companies? A holistic philosophy about how to engage your internal and external audiences alike through your social media presence. And somehow, that makes us think about candy bars...

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Aligning social media use and policy to improve employee experience and customer experience kmo edits 2012 05-02

  1. 1. Highlighters,Candy Bars, &Microphones: A New View ofSocial Media for HR
  2. 2. Why are a marketer and a HRconsultant standing here together and talking to you about social media? marketer! HR consultant! Kate: @kateo Jen: @waysolutions [m]m: @metamarketer If you’re going to tweet about us, get our good side!
  3. 3. Quick show of hands... @kateo | @metamarketer & @WaySolutions
  4. 4. We focus on amplification.@kateo | @metamarketer & @WaySolutions
  5. 5. As the price of amplifying a message has decreased, the ability to amplify it has been distributed outside ofCost of Amplification corporate control. Corporate Public Control Control of Message of Message
  6. 6. What is social media’s role in business? @kateo | @metamarketer & @WaySolutions
  7. 7. Is social media a tool being used for you or against you as a company/ employer?• Externally: The way youre presenting yourself online is communicating who you are to your customers and potential customers• Internally: The way youre managing social media policy is communicating who you are to your employees• Are these consistent with your companys values?
  8. 8. Photo credit: flickr user frenchy
  9. 9. The point is... we need alignment. Photo credit: flickr user sida37 @kateo | @metamarketer & @WaySolutions
  10. 10. To get to alignment, you need focus. focus brand, value proposition @kateo | @metamarketer & @WaySolutions
  11. 11. Photo credit: flickr user calevans
  12. 12. How does focus happen?• Ask: “What are the things you could be about?”• Ask: “What are you in the best position to be about?”• State your “about-ness” clearly and loudly• Follow through at every step
  13. 13. Photo credit: flickr user secret_canadian
  14. 14. t me n culturealign employee customer experience experience
  15. 15. Strong companies are good at alignment. @kateo | @metamarketer & @WaySolutions
  16. 16. Alignment means integrity from end to endIt’s quite simple: • You make a promise • And you deliver on that promise.
  17. 17. tion lifica talent customer acquisition acquisition efforts effortsamp
  18. 18. official official message message amplification amplification officially effectiveness of amplification sanctioned messengerscost of amplification Talent Customers message message amplification employees amplification opportunity willing to be opportunity to prospective messengers to prospective talent customers
  19. 19. focus brand, highlighter value proposition t me n candy baralign culture employee customer experience experience tion microphone lifica talent customer acquisition acquisition efforts effortsamp
  20. 20. “This sounds expensive.”The ROI comes from both brand marketing and HR for bothrecruitment and retention costs Talent Customer Acquisition Acquisition Employee Customer Retention Retention @kateo | @metamarketer & @WaySolutions
  21. 21. But it’s difficult to allow freedomin employee social media usage if your culture and employee experience is not in alignment. @kateo | @metamarketer & @WaySolutions
  22. 22. So, is it abouthaving a policy?@kateo | @metamarketer & @WaySolutions
  23. 23. Message Coordinated, pre-approved messaging vs. ad hoc impromptu commentary/non-sequiturs Pre-determined Impromptu Representation Who has clearance to speak on behalf of the company vs. open commentary Select Few Anyone Distribution of Authorization / Use Using Twitter while logged into official Twitter account vs. tweeting on personal account on company time Centralized Distributed Capacity/Budget How much of any given employees available paid time is allowable for social use None Unlimited Presence Where does the company have an official presence, where do employees have an unofficial presenceNo presence Broad presence
  24. 24. How many of you are tryingto get the C-suite to tweet? @kateo | @metamarketer & @WaySolutions
  25. 25. Surprise! Your CEO is probably not your best messenger.Your regular-Joe employees are. @kateo | @metamarketer & @WaySolutions
  26. 26. Edelman Trust Barometer 2012“Now, more than ever, companies should be looking forways to activate their employees and connect them with customers and the community.”- Christopher Hannegan, Executive Vice President & US Practice Chair, Employee Engagement, Edelman
  27. 27. Surprise! You don’t need to limitsocial media use to work-only. In fact, that may hurt knowledge sharing. @kateo | @metamarketer & @WaySolutions
  28. 28. “...a policy of prohibiting leisure-related blogging can actually hurtthe extent of knowledge creation and sharing within the firm.”• source: “A Structural Model of Employee Behavioral Dynamics in Enterprise Social Media” p.26• Yan Huang School of Information Systems and Management & i-lab, Heinz College, Carnegie Mellon University yanhuang@andrew.cmu.edu• Param Vir Singh Tepper School of Business & i-lab, Heinz College, Carnegie Mellon University psidhu@cmu.edu• Anindya Ghose Stern School of Business, New York University & i-lab, Heinz College, Carnegie Mellon University aghose@stern.nyu.edu• available at http://ssrn.com/abstract=1785724
  29. 29. Do the math. Clear focus+ Alignment betweenemployee and customer experience= Less worryabout what is being amplified
  30. 30. Photo credit: flickr user like_the_grand_canyon
  31. 31. Let’s continue the conversation.kate@metamarketer.comKate: @kateo[m]m: @metamarketer jennifer.way@waysolutions.com Jen: @waysolutions

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