Presentation from LawtonWare to select group of HR professionals on Social Media in HR. Delivered 30.09.09.

3. Have you ever…

4. Bought something on eBay? Left seller feedback? Left a product review on Amazon? Got a Facebook account? Got a Facebook Group for your work? Got a Linked In Profile? Recruited someone using Linked In? Got a Twitter account? Recruited someone using Twitter? Download music from iTunes? Listen to Spotify? Got a blog or posted comment on a blog?

5. Social media has disrupted the conventional marketing model

6. The next generation of recruiters must not only be aware of social media but also have a profound knowledge of how to maximise value from them

7. People are one click away from the perfect job, the ideal product, a damning video diary or the 5 star review

8. Access to, and control over, this information results in different behaviour and attitudes

9. Brands need to adopt different mindsets, approaches and strategies to meet their commercial objectives In order to help brands adapt to this change we have developed a Social Media Strategic Framework Which we believe will enable brands to strategically navigate through, as opposed to just blindly rolling out the latest, must-have tactics

10. First, some scary/exciting* numbers Image: Universal McCann Wave 4, Source: http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/ * Delete as appropriate

11. 70,000,000 number of total videos on YouTube

12. 13 hours amount of video uploaded to YouTube every minute

13. 133,000,000 number of blogs indexed by Technorati since 2002

14. 900,000 average number of blog posts in a 24 hour period

15. 4,000,000,000 Tweets so far… and counting Source: http://popacular.com/gigatweet//

16. 100,000,000 users who log on to Facebook at least once each day (that’s 50% of total FB users)

17. 700,000,000 number of photos added to Facebook monthly It’s the world’s biggest photo repository

18. 30,100,000 Linked In users 11m unique users (Sep 08) 319% growth since 2007 Source: http://www.scribd.com/doc/11481779/Social-Media-2008-Statistics

19. 1,500,000,000 Apps downloaded for iPhone Average user downloads 10 apps per month

20. 3,000 Average advertising exposure per day Source: Advertising: It's Everywhere, Media Awareness Network

21. £17.5bn total UK advertising spend Digital 19.2% (£3.3bn) (only £50m in 2001) TV 21.9% Source: Global ad spend trend, Zenith Optimedia March 2009, IAB 2008

22. Print -10% TV -7% Digital +5% (Social media +20%) Source: Global ad spend trend, Zenith Optimedia March 2009, IAB Europe Interact 2009 Digital is now an average 15% of VS&M budget player

26. Across all these spaces

27. Digital Trends Content Explosion Fragmentation & distribution Interactivity, participation & control Source: IAB Europe Interact Congress 2009 Content Supply Chain Evolution Real time

28. Social media is powering & accelerating these trends

30. Social media disrupts the traditional marketing model

31. We are in a world of media fragmentation and constantly evolving behaviour. But it’s not about technology. Image used under Creative Commons license from Anne Helmond, 2009.

32. Social media is about conversations

33. People like to talk about themselves

34. Share knowledge & learn

35. To enjoy

36. Express opinions

37. Share Experiences

38. Find each other jobs

39. These conversations are fragmented & connected

40. Brand ownership has fundamentally shifted Source: David Armano

41. Brand ownership has fundamentally shifted Source: David Armano

42. Engagement has already shifted

43. Social media is already culturally accepted Source: Forrester & The Guardian 65% of time spent in social/entertaining space

44. Social network activities Source: Universal McCann Wave 4

45. Source: Universal McCann Wave 4 UK digital profile

46. The consumer has evolved

47. Employer branding is not immune Source: Peer Group attraction recruitment interview assessment on-boarding retention engagement advocacy Management Existing Employees Potential Employees Corporate Background Competitors for Talent Economic Climate 3 rd Party Suppliers Leavers & Candidates Customers & Shareholders Employer Brand Definition

48. Especially when you consider… 80% of UK employees are not engaged in their current job 75% of employees expect to find & apply for their next job online Source: CIPD

53. Barada….

55. Kiko….

57. Bossk…

59. Brakiss…

61. Trumba…

63. Escobo…

65. Nuvvo

67. And Jango….

68. Today… brands need to listen & engage Employers need to understand their brand perception & any reputational issues before undertaking any recruitment activity

69. There is only one thing in the world worse than being talked about and that is not being talked about. Oscar Wilde “ ”

72. Management Existing Employees Potential Employees Corporate Background Competitors for Talent Economic Climate 3 rd Party Suppliers Leavers & Candidates Customers & Shareholders Employer Brand Definition Source: Peer Group attraction recruitment interview assessment on-boarding retention engagement advocacy

73. Social Media Strategic Framework

74. Social Media Strategy As organisations start to understand the far reaching implications of social media they quickly appreciate the need to define a social media strategy that mutually supports other strategies within the organisation.

76. Influencer Networks Influencers will play different roles within different market-sectors, so the key here is to understand how to identify them, the role they play and how to engage with them.

77. Brand Outposts Don’t just set-up a Twitter account because everyone’s doing it. Take a step back and think about how your outposts will support your social media strategy, who will run your outposts and where the content will come from?

78. Reputation Management Arguably, real-time eavesdropping on what people are saying about your brand is one of the most immediate benefits of social media marketing. Although, conversely engaging in a negative conversation could escalate in a full blown crisis so again a clear separate strategy is required here.

79. Social Media Strategic Framework: Reputation Management Listen & Engage

80. Social Media Strategic Framework: Reputation Management Listen & Engage

82. Listen high level report

83. As an example, we found this for Brighton & Hove City Council…

84. More than a third of people in Brighton have not had a day off sick in the past 12 months. A report out this month by healthcare company Simplyhealth also suggests that almost half of workers in Brighton are so scared of losing their jobs in the recession they work through any illness they may have. Brighton and Hove Primary Care Trust has recently launched a scheme with Brighton and Hove City Council to try to help reduce the number of sick days taken by staff. Seven council fat cats are now being paid salaries in excess of 100,000 a year. The number of top earners at Brighton and Hove City Council more than doubled in a year, new statistics have revealed. In the same period the amount of the council budget being taken up by the wages of those earning £50,000 or more rose by at least £1.65million as many were awarded pay rises. In the middle of a recession, with local people and businesses struggling, Brighton and Hove City Council is currently advertising for a social media officer with a salary of £24,000 to £28,000. Brighton and Hove City Council has defended its plans to appoint a social media officer as part of a strategy of engaging more closely with residents. The seaside city - where 50 per cent of residents are online - is believed to be one of the first councils to create a role specifically targeted at social media.

85. Brighton and Hove City Council thinks so, and have begun using Web 2.0 applications and channels such as Twitter, YouTube, SharePoint and wikis through its internal intranet, in the hope that they will benefit staff. BBC South Today did a very critical piece about the social media officer job at Brighton & Hove Council http:// icanhaz.com/socialme ... John Barradell confirmed as new Chief Executive of Brighton & Hove City Council: John Barradell has been confirm.. http://bit.ly/6AVOw Binmen pay protest outside Brighton and Hove City Council HQ: Dozens of Brighton and Hove rubbish trucks jammed .. http:// bit.ly/sAfAt Brighton and Hove City Council draft secret plan to sack 821 workers http:// tinyurl.com/nmltzw Brighton & Hove City Council is trialling social media platforms for internal communications. This will be interesting # yamm

87. What do you do with that? Positive / Negative Engage / Leave alone HR / Marketing / PR / Customer Services ?

88. Conversation, Engagement, Community Brands with something interesting, useful and/or relevant to say should be aiming to start conversations, using branded content as social currency. A distribution strategy will then ensure that engaging content has the best opportunity to kick-start a conversation.

89. Why you need a Social Media Strategy… The strategic intent should be for organisations to be an authentic part of the social media community and appropriate conversations. Along the way there will be immediate, tangible results although like branding, social media is about the long-haul It’s about systemically and consistently building the reputation of the brand where the pay-back is ultimately brand equity.

90. Do something interesting

96. A few tactical “take aways”

97. Setup your brand outposts

98. Brand outposts

99. Tweeting jobs puts you here (free)

100. More brand outposts

101. Advertising platform?

102. Highly targeted Set your daily budget £££ Pay for clicks or impressions

104. Highly targeted “ Facebook ad generated 5,952 clicks to the O2 landing page and 74 started applications. 19 of these people went on to complete their application.” I want to reach people in the United Kingdom who work at Virgin, British Airways, BMI, Emirates Airlines, or Gulf Air. Reach = 2,820 Country City or Town Age Gender Interests Activities Music Books TV Shows Education School College Relationship Workplace Page Group Languages

106. Let’s continue the conversation @lawtonware lawtonware.co.uk