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11srm enhancingcommunications zoemullard_oct18
- 1. Cyber Stakeholder Engagement Social Media Applica8ons & the Mining Industry Zoë Mullard ‐ InfoMine Dr. Dirk van Zyl ‐ UBC Norman B. Keevil Ins8tute of Mining Engineering
- 2. Enhancing Access to Informa8on: Social Media Applica8ons and the Mining Industry • Introduc8on to Social Media • Research Methodology • Findings from Research • Recommenda8ons • Conclusions
- 3. Introduc8on to Social Media Source: hKp://www.mwsolu8ons.ca
- 4. Network Economy/Informa8on Society The network economy is founded on technology, but it can only be built on rela8onships. It starts with chips and ends with trust. Kevin Kelly ‐ Wired Magazine
- 5. Social Media Meets Stakeholder Engagement in the Mining Industry •Conserva8ve industry, discreet informa8on Mining Industry •Defined public par8cipa8on processes •Nega8ve legacy •Access informa8on/Informa8on Web 2.0 and sharing •Build community & create networks Stakeholders •Express concerns
- 7. Key Themes Public Communica8ons Engagement Social Capital Transparency: access to informa8on/people Credibility: provision of trusted informa8on Authen3city: original, genuine
- 8. Research Methodology Website Observa8ons Interviews Site Name of Group/Organizations Social Media Affiliation 1. Society of Mining Engineering (SME) Facebook Mining 2. Alcoa Facebook Mining 3. Fuera Barrick Facebook Civil Soc. 4. LaFarge Facebook Mining 5. LaFarge Twitter Mining 6. Rio Tinto Twitter Mining 7. Barrick Gold Twitter Mining 8. Argentina Mining Twitter Mining 9. No Pebble Mine Twitter Civil 10. RightsandTitle Twitter Civil 11. Republic of Mining Blog Mining 12. IThinkMining Blog Mining
- 10. Findings: Use of Social Media Web 2.0 Tools Currently Being Used Other 9% Blogs LinkedIn 24% 11% Flickr 6% Wikis YouTube 6% 7% Facebook Twitter 20% 17%
- 11. Applica8ons of Social Media Rela8ve to Mining Issues Mining Industry Government & Regulators Civil Society • Corporate • Project management • Raising promo8on • Internal informa8on awareness • Investor dissemina8on • Promo8ng events rela8ons • Monitoring • Discussion, • Recruitment stakeholders reflec8on & • Project protest management
- 12. Bridging the Gap: Case Studies 1. Recruitment: Areva on Facebook 2. Community stewardship: Lafarge on Facebook 3. Standards/Guidelines: INAP on wiki 4. Protest: “Fuera Barrick” on Facebook / “No Pebble Mine” on TwiKer
- 14. Challenges • Culture of communica8on • Fear (Perceived Risks) • Alloca8ng human and financial resources • No formal role in stakeholder engagement processes • Measuring value of interac8ons • Lack of industry leadership
- 15. Benefits • Facilitate building and strengthening rela8onships • Opportunity to tell “good news” stories & influence reputa8on • Outreach to larger audiences • Flexible plaforms • Monitoring community sen8ment Credibility Transparency Authenticity
- 16. Strategies & Recommenda8ons 1. LiKle or no integra8on • Monitoring, but no impact on decisions • Conduct searches, follow influencers 2. Full integra8on • Ac8ve site, policies, & dedicated resources • Establish objec8ves, manage plaforms, monitor 3. Par8al integra8on • “We are just dipping our toes in the social media water.” • Iden8fy opportuni8es & challenges, be flexible, determine scope and scale
- 17. Summary of Findings • Moderate applica8on in the mining industry • Need to overcome perceived risks • Not a replacement for face‐to‐face • Leadership required Source: edgewatertech.files.wordpress.com
- 18. Conclusions in a “Tweet” Web 2.0 is the canary outside of the mine, whose tweets alert the industry to possible dangers, and whose presence helps feather the nest.