HR Southwest: Social Media Primer
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Presentation from 2009 HR Southwest Conference. "Friends, Fans, Connections, and Tweeps: A Social Media Primer for HR"
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HR Southwest: Social Media Primer
- 1. 2009 HR SOUTHWEST Human Resources Conference and Exposition 2009 HR SOUTHWEST Human Resources Conference and Exposition HR Rocks! Friends, Fans, Connections, and Tweeps: A Social Media Primer for HR Sharlyn Lauby, SPHR ITM Group, Inc.
- 2. Today’s Presentation • Realize the trends • Understand the impact • Discuss common social media sites • Outline pros/cons • Present a strategy framework 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 3. Conversations between people over the internet. 2009 HR SOUTHWEST Human Resources Conference and Exposition What is Social Media?
- 4. Why use social media? • Everyone is using social media – 110 million people (Anderson Analytics) – 600,000 new users to Facebook each day – 66% increase in blog reading • Manage your online reputation • 35% of Fortune 100 is using it (Ford, Dell, Comcast) • Low cost, if not no cost 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 5. What does social media do? • Builds trust • Conveys transparency – Mix of personal and professional – Shows passion • Has versatility • Offers speed • Provides cost efficiency 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 6. Anyone I know on social media?
- 7. What kinds of social media exist? • Blogs (readers) • LinkedIn (connections) • Facebook (friends, fans) • Twitter (tweeps) Let’s learn about Blogs first using the following video . . . lights please! 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 8. Blogs 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 9. Company Blogs • Establish corporate culture • Communicate to customers • Communicate to candidates • Convey learning experiences 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 10. Corporate Blogs - Walmart 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 11. Human Resources Blogs • Compensation Force - http://compforce.typepad.com/compensation_force/ • Fistful of Talent – www.fistfuloftalent.com • HR Bartender – www.hrbartender.com • Punk Rock HR – www.punkrockhr.com • The HR Capitalist – www.hrcapitalist.com • YourHRGuy – www.yourhrguy.com 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 12. LinkedIn • “A New User Every Second” – Reid Hoffman, CEO (Social Recruiting Summit) • Typical user – Senior level (44% manager and above) – Decision makers (66%) – Over age 40 – College grad – Makes over $100,000/year 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 13. Professional Uses for LinkedIn • Networking • Recommendations • Job Search • Freelance and/or Consulting Work • Get advice • Research People and Companies 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 14. Linked In - Individuals 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 15. LinkedIn Companies - Starbucks 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 16. LinkedIn Groups • Society for Human Resource Management (SHRM) • HR Southwest • Dallas HR • ASTD • JobAngels 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 17. LinkedIn - SHRM Group 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 18. LinkedIn Discussions 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 19. Facebook • 200 million active users – 65% + are outside of college – Fasting growing demographic is 35+ years old • Typical user – 120 friends – 6 million users becomes fans of pages each day – 100 million users log on at least once a day – 30 million access FB through a mobile device 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 20. Look who’s on Facebook! 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 21. Also on Facebook! 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 22. Business Uses for Facebook • Recruiting • Employee Groups / Alumni Networks • Association Information • Media Communication • Events • New Products/Services 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 23. Business Uses for Facebook New Product Launch2009 HR SOUTHWEST Human Resources Conference and Exposition
- 24. Twitter • 3rd largest social networking site after Facebook (Feb 09) • 1382% monthly growth (Nielsen, Mar 09) • Average user age is 35 • Micro blog • 140 characters • Followers and Following 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 25. Twitter – HR Bartender 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 27. Tweeps on Twitter • @shrm • @SHRMcoo • @SHRMPA • @SHRM_Research • @TxStateCouncil • @DallasHR • @sharlyn_lauby • @worldatwork • @ASTD • @FastCompany • @HarvardBiz • @WSJ 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 28. The Power of Twitter - Hashtags • Put a # in front of a term • All Tweets with that hashtag are aggregated • Examples: – #whatido – #shrm09 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 29. Hashtags - #whatido 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 30. Hashtags - #SHRM09 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 31. Think of social media • As an extension of your current communications etiquette – Voicemail – Email – Faxes – Memos – Conversations with media 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 32. If you trust your employees to answer the phone… …why not trust them with social media? 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 33. Pros and Cons Pros • New • Can be fun • Quick • Access to information • Brand awareness • Competitive position Cons • New • Takes time • Misunderstood • Loss of control • Distraction • Not right for company 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 34. A Strategic Approach to Using Social Media STRATEGY FOLLOW CREATE ENGAGE Marketing and Customer Relations Your customers and potential customers who are interested in your and similar products or services Content relevant to your customers: tips, company info, discount codes, and links to online promos and sales Respond to comments about your and similar products/service; answer questions; check replies and direct messages Brand Management Your brand, products, relevant issues, industry leaders, related groups, news/media Insights and expertise; become a thought leader. Direct to info and other resources Be transparent and add value; answer questions and respond to comments; help others Event Coverage Those interested or attending the event, media Event information, updates, behind the scenes coverage Create face-to-face meetings; chat with attendees; ask and answer questions Issue Advocacy Those interested in your cause, industry leaders, media Added value: issue alerts, background info, fundraising resources Know your followers, thank them for support, get them involved
- 35. Implementing a strategy • Decide your objective • Find an evangelist • Consider your employees • Invest in technology • Keep it simple • Listen first 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 36. What can I communicate? • Customer Service success stories • Research • Conversations – Customers – Prospects – Stakeholders – Media • eCommerce (@DELLOutlet) 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 37. Transparency and Control • This is the hardest part • You’ve already lost control • Jargon, Clichés, Acronyms, Bravado 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 38. Case Study #1 - Amazon • Deleted sales rankings of gay and lesbian themed books • Writer Mark Probst blogged about it • Posted on Sunday, April 12 at 2:08 a.m. • Within 24 hours, here’s what happened: 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 39. Can you say wildfire?! • #AmazonFAIL (#1 trending topic on Twitter) • 5,000 blog posts • The AmazonFAIL Group on Facebook with 1,200 members • Online petitions – one had over 9,000 signatures • Blogger launched online campaign to redefine Amazon rank…page was #2 in Google search • Protest logo was created along with boxer shorts, t- shirts and other apparel 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 40. Case Study #2 – Domino’s • Monday, April 13 • Two employees posted a video on YouTube • In one week, over 1 million views – 3rd highest spot on YouTube • Employees fired and facing charges 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 41. “Nothing is local anymore. That’s the challenge of the Web world. Any two idiots with a video camera and a dumb idea can damage the reputation of a 50-year old brand.” Tim McIntyre Spokesperson, Domino’s 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 42. Responding to Attacks • Monitor social media 24/7/365 • Respond quickly – “We’re looking into it.” • Respond at the flashpoint – Create a credible presence in blogs & social media • Educate workers • Foster a positive culture • Set clear guidelines – Add a crisis strategy 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 43. Case study #3: Zappos • Sales – Founded in 1999 – $1.6M in 2000 – $1B in 2008 • Complete Focus on Customer Service 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 44. “Don’t talk about the shoes.” • Establish personal connection – 12 blogs • CEO • COO • 10 Consumer Interest (Parents, Health, Fashion, Runners, Outdoors, Extreme Sports, etc.) • Almost 500 employees on Twitter 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 45. How Would I Get Started? • Establish a few (1-2) social media related goals • Consider updating your communications policy to include social media • Offer training for employees • Experiment with using social media for recruiting, training and other HR projects • HAVE FUN! 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 46. Sharlyn Lauby Thank You! Sharlyn Lauby, SPHR, CPLP ITM Group, Inc. www.itmgroupinc.com @Sharlyn_Lauby Sharlyn Lauby 2009 HR SOUTHWEST Human Resources Conference and Exposition
- 47. Please complete the session evaluation form and turn in as you exit the room. Thank you! 2009 HR SOUTHWEST Human Resources Conference and Exposition