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Online social media for human resource professionals


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Social Media an overview for Human Resource Professionals. eskimosoup is a marketing company that uses both online and offline marketing to achieve business goals. This presentation was on social media an overview for HR managers. Our team consists of web designers and developers, graphic designers and online marketing - SEO experts. We are based in Hull Yorkshire with an office also in Leeds Yorkshire.

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Online social media for human resource professionals

  1. 1. Online Social MediaFor HR Professionals:The new way ofcommunicating
  2. 2. is NOT broadcastcommunication
  3. 3. Dialogue between Organisation and Employee
  4. 4. Listen… what are your employeessaying, what are their issues, how can they contribute?
  5. 5. Reaching audiencesno longersusceptible totraditional methods
  6. 6. employees out in different places
  7. 7. We expect to use the internet differently nowInformation is being searchedfor in different ways:•We expect honest and transparent information (no spin)•We expect to comment and add to content•We expect to read comments, reviews and ratings•We expect to subscribe to information
  9. 9. “Social media is people havingconversations online.”
  10. 10. UK Internet Usage Age 71% 15-24 24-34 85% 83% 35-44 84% 45-54 77% 55-64 72% 65+ 30%Universal McCann: Power to the People Social Media Tracker, Wave 4 Mintel: Social Networking Across the Age Gap - UK - February 2009
  11. 11. 64% of the UK are using an online social networkUniversal McCann: Power to the People Social Media Tracker, Wave 4
  12. 12. “ Social networking is benefiting from older, wealthier consumers becoming internet-enabled”.Mintel: Social Networking Across the Age Gap - UK - February 2009
  13. 13. How many social media websites are there?
  14. 14. What socialmedia tools areavailable?
  15. 15. Share slides and documents
  16. 16. 100m Videos 2nd largest search engine 79% have watched video content onlineUniversal McCann: Power to the People Social Media Tracker, Wave 4
  17. 17. 70% have uploaded photosUniversal McCann: Power to the People Social Media Tracker, Wave 4
  18. 18. Social Bookmarks
  19. 19. 200,000,000 blogs
  20. 20. Online Social Networks64% of us in the UK have joined
  21. 21. Twitter / Micro-blogging We don’t always find information using Google
  22. 22. Reputation Aggregators
  23. 23. 25% of search results for the worlds top 20 largest brands are links from user generated contentJune 8, 2009 article from Marketing Vox and Nielsen BuzzMetrics SES Magazine entitled:Turning Blogs and user-Generated Content Into Search Engine Results, Chris Aarons, Andru Edwards and Xavier Lanier
  24. 24. Who influences whom?The organisation?OrThe employee?
  25. 25. The attraction of social mediaPeople trust “a person like me” morethan authority figures or messagesfrom business execs and the mediaSeeking ongoing dialogue, not aone way broadcastTrust, Transparency, openness,honesty
  26. 26. We are seeing acommunication shift
  27. 27. The shift is fromone way communication
  28. 28. Dialogue between organisation and employee
  29. 29. Dialogue between employee and employee
  30. 30. With or without youConversations will happen online with orwithout youChoose to be a part of itEngage and embrace
  31. 31. The stage before making a decision
  32. 32. The employees perspective Your organisation
  33. 33. Understanding your employee Choosing the right Social Network(Hang out where your employees hang out)
  34. 34. LinkedIn
  35. 35. Recruitment89% of U.S.Companies willsocial networksfor recruiting
  36. 36. Companies use multiple networks for social recruiting
  37. 37. Monitoring and subscribing
  38. 38. Monitoring and Subscribing Google Reader Google alerts TweetDeck
  39. 39. Managing employee usage• Social Media Policy – No social media usage within work hours • Total ban? • Can be used within clearly defined breaks – You can monitor activity at work – Covert monitoring is not allowed
  40. 40. Employee rights • Employees can not be ask to close their social networking account • Disciplinary action – Using during work time – Conduct on-line has caused detriment • Commercial confidentiality • Bringing the organisation into disrepute
  41. 41. Speed of communication Workers can be mobilised quickly for strike action " Employers and unions need to understand the role of new technology and not just leave it to their IT departments."
  42. 42. GettingStarted
  43. 43. What will it takeTop level buy inSomeone who can commitAnd has the desire to engageContent creation budgetTime and patience
  44. 44. Choose your audience•Internal communications•General publicSegment
  45. 45. Set objectivesEmployee listening exerciseEmployee two way communicationIncrease brand awareness andreputation to help with…RecruitmentDrive traffic to website/blog/facebook
  46. 46. Define StrategySet a timeline and focus on reasonableand practical goalsBe consistentAnalyse, measure, and assess frequentlyAdapt!
  47. 47. Choose your toolsIs your target audience already talking toone another?Focus on building long-term relationshipsRemember: People meet in different online spaces They comment share and influence They want to tell THEIR story - let them
  48. 48. Time
  49. 49. Time“The more places you hang out themore time it takes to manage.The more content you create the moretime it takes to create it”.
  50. 50. TimeHowever consider…SyndicationMobile applicationsSharing responsibilityScheduled time applicationsSubscribing to and re-publishing content
  51. 51. ROI
  52. 52. “The problem with trying to determine ROI for social media is you are trying to put numeric quantities around human interactions and conversations which are not quantifiable” Jason Falls, Director of social media for Doe Anderson
  53. 53. Think ROEReturn on EngagementIncoming traffic from linksNumber of people subscribedTrack backs or linked conversationsComments
  54. 54. Is this going to satisfythe Finance Director? Probably not
  55. 55. Measurement and results• Embedded analytic tools on social media sites e.g.: – YouTube insights – facebook insights• New recruits• Track with 0800 / 0845 numbers• Questionnaires• Website analytics (Google analytics)• Video views• Subscribers• Quality blog comments and subscribers
  56. 56. 10-steps for successful social media: 1. Listen to/observe what the target audience is doing in social media 2. Create a “social object” that is relevant to the brand and of genuine interest* 3. Segment the target. Give them something they can join. 4. Allow them to engage via their preferred platform of choice – create multiple interfaces to your community 5. Make the experience better when shared*
  57. 57. 10-steps for successful social media: 6. Optimise your content for sharing - particularly via news feeds and Twitter 7. Use paid-for media to get the ball rolling 8. Take advantage of extreme targeting offered by social networks 9 . Make sure you have the resources to manage your community management and refresh the content. 10. Track the results and optimise where necessaryUniversal McCann: Power to the People Social Media Tracker, Wave 4
  58. 58. The Future Year on Year internet users have dramatically increased their familiarity and usage with social media
  59. 59. Tomorrows consumersare today’s digitalnatives
  60. 60. The digital native Much like the older generation have trouble with this new technology, they would have trouble living without it.
  61. 61. The digital nativeBy the time today’s 10 year olds are 15, theywill already have some ingrainedpreferences to certain brands because ofthat companies online communication
  62. 62. CloseNot just for teenagersIts just like what you do in real lifeWe can be more efficient with how we communicateWe can hang out were our employees now hang out
  63. 63. Thank you