Social Media in the Work Environment A Presentation By Monday, July 25, 2011
Agenda <ul><li>Intro </li></ul><ul><li>A Social Media Revolution? </li></ul><ul><li>Social media in the workplace: What is...
Intro :  www.cherylsantamaria.com :  http://cherylsantamaria.com/blog :  www.twitter.com/chersantamaria :  ca.linkedin.com...
Right Here, Right Now
Social Media in the Workplace | Stats <ul><li>54% of business block employee access to social networking sites </li></ul><...
<ul><li>…  Yet over 94% of companies invest in social media. </li></ul><ul><li>[Source: PR Newswire, Oct. 2009] </li></ul>
So, What IS Social Media's Role in The Workplace? <ul><li>Disseminate information </li></ul><ul><li>Communicate and networ...
Establishing Guidelines and Company Policies “ Most people don't plan to fail, they fail to plan.” - John L. Beckley, firs...
Prep Work <ul><li>Assemble a “social media task force” (comprise of employees, third-party consultants or a mix of both) <...
Devising a Company Policy <ul><li>A good policy should include approximately 10 guidelines, including: </li></ul><ul><li>R...
Crisis Management <ul><li>Appoint a spokesperson (and a backup) to speak on behalf of the company, should an issue arise <...
Social Media Channels <ul><li>Which platforms should your company be using? </li></ul><ul><li>Dependent upon the goals of ...
[Source ]
SMM | The Pros <ul><li>Social media is social! </li></ul><ul><li>Social media allows you to reach people above and beyond ...
<ul><li>SMM is a  major  time investment.  If you are going to utilize social media, engage regularly or don't engage at a...
Integrating SM with Other Mktg Channels <ul><li>Anything with a URL (press releases, mentions in the newspaper, YouTube vi...
<ul><li>Tips: </li></ul><ul><li>Maintain a consistent “voice” and strategy throughout your traditional and SM mktg campaig...
Measuring Engagement <ul><li>Google Analytics/Count Per Day </li></ul><ul><li>Klout </li></ul><ul><li>Timely.is </li></ul>...
Questions?
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Social Media and the Workplace

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McMaster University, Centre for Continuing Education, July 25, 2011

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Social Media and the Workplace

  1. 1. Social Media in the Work Environment A Presentation By Monday, July 25, 2011
  2. 2. Agenda <ul><li>Intro </li></ul><ul><li>A Social Media Revolution? </li></ul><ul><li>Social media in the workplace: What is its role? </li></ul><ul><li>Establishing guidelines and company policies </li></ul><ul><li>Social media channels </li></ul><ul><li>The pros and cons of social media marketing </li></ul><ul><li>Integrating social media with other marketing channels </li></ul><ul><li>Measuring engagement </li></ul>
  3. 3. Intro : www.cherylsantamaria.com : http://cherylsantamaria.com/blog : www.twitter.com/chersantamaria : ca.linkedin.com/in/cherylsantamaria
  4. 4. Right Here, Right Now
  5. 5. Social Media in the Workplace | Stats <ul><li>54% of business block employee access to social networking sites </li></ul><ul><li>19% allow social networking for work-related purposes </li></ul><ul><li>16% allow limited personal use </li></ul><ul><li>10% allow full use … </li></ul><ul><li>[Source: Robert Half Technology Survery, Oct. 2009] </li></ul>
  6. 6. <ul><li>… Yet over 94% of companies invest in social media. </li></ul><ul><li>[Source: PR Newswire, Oct. 2009] </li></ul>
  7. 7. So, What IS Social Media's Role in The Workplace? <ul><li>Disseminate information </li></ul><ul><li>Communicate and network </li></ul><ul><li>Promote brand recognition (both internal and external) </li></ul><ul><li>Increase productivity </li></ul><ul><li>(We'll come back to this later ...) </li></ul>
  8. 8. Establishing Guidelines and Company Policies “ Most people don't plan to fail, they fail to plan.” - John L. Beckley, first librarian of the U.S. congress
  9. 9. Prep Work <ul><li>Assemble a “social media task force” (comprise of employees, third-party consultants or a mix of both) </li></ul><ul><li>Do your research. Conversations about your company will happen whether you like it or not. Do you know what people are saying about your brand? </li></ul><ul><li>Identify “red flags”/PR issues </li></ul><ul><li>Decide which social media channels are to be utilized </li></ul>
  10. 10. Devising a Company Policy <ul><li>A good policy should include approximately 10 guidelines, including: </li></ul><ul><li>Representation of the brand and the user </li></ul><ul><li>Disclosure, confidentiality and privacy </li></ul><ul><li>Defining the desired “purpose” of social networking, as defined by the company </li></ul><ul><li>Guidelines for usage during business hours (and after hours) </li></ul><ul><li>Professionalism and response time to customer service queries via SM </li></ul>Tip: Social media is constantly changing. A good policy should try to anticipate issues before they occur, including: “friending/following” colleagues, posting images online, language, usage, etc.
  11. 11. Crisis Management <ul><li>Appoint a spokesperson (and a backup) to speak on behalf of the company, should an issue arise </li></ul><ul><li>Prepare a template statement and press release that can be modified easily </li></ul><ul><li>Determine and document the “chain of command” for dealing with a PR/SM issue (i.e. who will coordinate crisis management, who will speak to media, who will send out press releases etc.) </li></ul><ul><li>Appoint a project manager (and a backup) to oversee the execution of the response strategy and ensure all timelines/tasks are met </li></ul>
  12. 12. Social Media Channels <ul><li>Which platforms should your company be using? </li></ul><ul><li>Dependent upon the goals of the organization and the results of your preliminary research: </li></ul><ul><ul><li> What SM channels does your primary and secondary target audience use the most frequently? </li></ul></ul><ul><ul><li> Are your competitors using social media effectively? What channels? </li></ul></ul><ul><ul><li> Will you allow for two-way communication? </li></ul></ul><ul><li>There are A LOT of social media channels. Hone in on 1-3 of them ... </li></ul>
  13. 13. [Source ]
  14. 14. SMM | The Pros <ul><li>Social media is social! </li></ul><ul><li>Social media allows you to reach people above and beyond your target audience </li></ul><ul><li>Social networking can help you find resources/answers faster, improving productivity </li></ul><ul><li>If done correctly, social media can help to position your company as adaptable, on trend and resourceful </li></ul>
  15. 15. <ul><li>SMM is a major time investment. If you are going to utilize social media, engage regularly or don't engage at all </li></ul><ul><li>Users will expect a quick response time to social media queries </li></ul><ul><li>You cannot pick and choose which comments/issues you address on SM </li></ul><ul><li>SM strategies need to be monitored, revised and repositioned regularly (I recommend once a month) </li></ul><ul><li>True SM influence grows slowly, over time </li></ul><ul><li>You will not see much ROI in the first few months (that's the nature of the beast) </li></ul>SMM | The Cons
  16. 16. Integrating SM with Other Mktg Channels <ul><li>Anything with a URL (press releases, mentions in the newspaper, YouTube videos of recent commercials) can become SM content (whether it be through Twitter, Tumblr, Facebook or a blog) </li></ul><ul><li>Add links to social media on business cards and in email signatures </li></ul><ul><li>All print/radio advertising and promotions should contain links to SM channels </li></ul><ul><li>Work with your company's social media task force to develop a strategic short and long term plan for integrating social media with other marketing channels </li></ul>
  17. 17. <ul><li>Tips: </li></ul><ul><li>Maintain a consistent “voice” and strategy throughout your traditional and SM mktg campaigns </li></ul><ul><li>Invite your audience to “continue the conversation” via social media </li></ul><ul><li>Use QR Codes on print advertising to link to YouTube videos, online coupons, or one of your SM channels </li></ul>Integrating SM with Other Mktg Channels
  18. 18. Measuring Engagement <ul><li>Google Analytics/Count Per Day </li></ul><ul><li>Klout </li></ul><ul><li>Timely.is </li></ul><ul><li>Bit.ly </li></ul><ul><li>Goo.gl </li></ul>
  19. 19. Questions?

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