Let’s Talk Social Networking:
Gold Mine or Land Mine?
Lane County Human Resources Association
October 19 , 2010
Presented ...
1. What the h&## is it?
2. Like bell bottom jeans and leg warmers?
3. What are we so afraid of?
4. What do we do with it?
...
What is Social Networking/
Social Media?
Social Media?
Typical
ViewPicture
The Big
Common Channels:
• Social Networks
• News & Bookmarking
• Blogs
• Microblogging
• Video Sharing
• Photo Sharing
• Message ...
• A social network service focuses on building and
reflecting of social networks or social relations
among people, e.g., w...
Steve’s Definition of
The Term Social Media.
Social media is a category of online media where people can develop
relations...
The Question:
Is Social Media a Fad?
Characteristics:
• If Facebook were a country, it would be the
third most populated in the world, ahead of the
United Stat...
Characteristics (cont.):
• 500 Billion. The number of peer influence
impressions Americans generate per year via
social me...
Social Media Influences People:
• 91% say consumer reviews are the #1 aid to
buying decisions.
• 87% trust a “friend’s” re...
People are Using Social Media:
• Social networking has surpassed email as the
number one way to communicate
electronically...
Social Media:
Why do we fear it?
Afraid of what we might find!
www.samanthabell.com.au Ι www.joannespain.com15
Afraid of What We Find.
Social Media
Afraid of What We Find.
Social Media
More comfortable with this?
Legal Hazards.
Social Media
What Information Can We Find?
•Contact Information
•Education
•Employment History
•Licenses & ...
Legal Hazards.
Social Media
What Information Can We Find?
•Photos
•Gender
•Race
•Birthday
•Sexual Orientation
•Relationshi...
Conversation Shift
The conversation IS NOT:
•Controlled
•Organized
•“On Message”
The conversation IS:
•Organic
•Complex
•S...
The Conversation Shift
The power to define and control a brand, including
an employment brand, is shifting from corporatio...
Can We Measure ROI?
“What’s the ROI for putting on
your pants every morning? I don’t
know, but I know its still important
...
Can We Measure ROI?
Social Media is not free
Resources required may include:
•Strategic consultation
•Training
•Creating c...
Social Media
Employee Productivity
Social Media
Employee Productivity
The 3 Myths
•Blocking will increase the productivity of the
employee.
•We will save mon...
Social Media
Employee Productivity
Social Tools and Disruptive Technology?
•Managers were afraid Excel would stimulate wor...
Social Media
Loosing Control
• You have already lost control! Employees are using social
media today. Conversations are ha...
Social Media:
What we get wrong…
What we get wrong…
• Silver Bullet Syndrome.
• Focus only on “taking” from the community
without giving.
• Expecting immed...
Social Media:
How do we leverage it?
How To
Leverage
Social Media
Key Steps
1. Understand your audience.
• Who is using social media?
• What tools are they usi...
How to Leverage
Social Media
Key Steps
3. Dedicate the time. Wait until you can do it right!
• Blogging, tweeting, etc. ta...
Key Steps
6. Focus on your Brand
Advance your Mission
Connect with Candidates
Engage your Audience
Invite Feedback
Tell th...
Social Media:
Future Trends….
What to Measure:
• Sourcing Channels
• Recruiter Efficiency
• Candidate Satisfaction/Experience
• Hiring Manager Satisfact...
Connect with me:
steve@stevelowisz.com
www.Linkedin.com/stevelowisz
www.Twitter.com/slowisz
Office (734) 521-2800
Stevelow...
Social Media
Who is using it?
Social Media
Who is using it?
Social Media
Who is using it?
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Let's Talk About Social Networking

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  • Recruiters – Love it
    HR – Often scared of it
    Execs – Think about in terms of lost productivity
  • Generally defined very narrowly
    Often defined as a specific site – Facebook, LinkedIn, etc
  • Generally defined very narrowly
    Often defined as a specific site – Facebook, LinkedIn, etc
  • Microsoft Alumni Network – owned by an apple employee
  • Let's Talk About Social Networking

    1. 1. Let’s Talk Social Networking: Gold Mine or Land Mine? Lane County Human Resources Association October 19 , 2010 Presented by: Stephen Lowisz, Author & Educator
    2. 2. 1. What the h&## is it? 2. Like bell bottom jeans and leg warmers? 3. What are we so afraid of? 4. What do we do with it? 5. From the Flinstone’s to the Jetson’s? Let’s Review Together: Social Media
    3. 3. What is Social Networking/ Social Media?
    4. 4. Social Media?
    5. 5. Typical ViewPicture The Big
    6. 6. Common Channels: • Social Networks • News & Bookmarking • Blogs • Microblogging • Video Sharing • Photo Sharing • Message boards • Wikis • Virtual Reality • Social Gaming • Related o Podcasts o Real Simple Syndication (RSS) Social Media? How do we power
    7. 7. • A social network service focuses on building and reflecting of social networks or social relations among people, e.g., who share interests and/or activities. … • The interaction between a group of people who share a common interest; Using social contacts to network; Using internet's network groups (such as Facebook and Twitter) to network and communicate between consumers and businesses • The process of building online communities, often accomplished both through 'groups' and 'friends lists' that allow greater interaction on websites. Find out more about social networking. Define The Term Social Media:
    8. 8. Steve’s Definition of The Term Social Media. Social media is a category of online media where people can develop relationships and have a conversation online, often creating a lasting product - W.O.M. Look who’s talking: •Your Customers •Your Employees •Your Investors •Your Critics •Your Fans •Your Competition •Your Candidates •Anyone who has internet access and an opinion!
    9. 9. The Question: Is Social Media a Fad?
    10. 10. Characteristics: • If Facebook were a country, it would be the third most populated in the world, ahead of the United States. • 500 Billion. The number of minutes spent on Facebook per month. HUGE. #1: Social Media is Only China and India are more populated. Last year, That number was a measly 150 billion. • 25 Billion. The amount of content (web links, news stories, blog posts, notes, photos, etc.) shared each month on Facebook. That’s more than 6X last year’s volume.
    11. 11. Characteristics (cont.): • 500 Billion. The number of peer influence impressions Americans generate per year via social media. • 24 Hours. The amount of video uploaded to YouTube every minute. HUGE. #1: Social Media is 62% of those impressions come from Facebook. That’s more than double last year’s volume. • 27 Million. The average number of “tweets” per day on Twitter. That’s more than 8X last year’s volume.
    12. 12. Social Media Influences People: • 91% say consumer reviews are the #1 aid to buying decisions. • 87% trust a “friend’s” recommendation over a critic’s review. • 3 time more likely to trust peer opinions over advertising for employment decisions. • 1 word-of-mouth (W.O.M.) conversation has the impact of over 30 TV/Radio/Print ads. • #1 source of corporate research for potential employees are blogs, tweets and electronic alumni groups (84%). #2: Social Media is EFFECTIVE.
    13. 13. People are Using Social Media: • Social networking has surpassed email as the number one way to communicate electronically. (Morgan Stanley) • Facebook exceeded 500 million users in 2010. • 60% of the US online users use social networks monthly. • 68% of US online users read blog. • 23% of US online users publish a blog. • 19% of US online users use RSS feeds. • 33% of US online users post rating/reviews. • 31% of US online users regularly update status on social networking sites. #3: Social Media is MAINSTREAM.
    14. 14. Social Media: Why do we fear it?
    15. 15. Afraid of what we might find! www.samanthabell.com.au Ι www.joannespain.com15
    16. 16. Afraid of What We Find. Social Media
    17. 17. Afraid of What We Find. Social Media
    18. 18. More comfortable with this?
    19. 19. Legal Hazards. Social Media What Information Can We Find? •Contact Information •Education •Employment History •Licenses & Certifications •Awards & Honors •Technical Skills & Abilities
    20. 20. Legal Hazards. Social Media What Information Can We Find? •Photos •Gender •Race •Birthday •Sexual Orientation •Relationship Status •Political & Religious Views
    21. 21. Conversation Shift The conversation IS NOT: •Controlled •Organized •“On Message” The conversation IS: •Organic •Complex •Speaks in an unfiltered human voice Social Media
    22. 22. The Conversation Shift The power to define and control a brand, including an employment brand, is shifting from corporations and institutions Social Media to individuals and communities.
    23. 23. Can We Measure ROI? “What’s the ROI for putting on your pants every morning? I don’t know, but I know its still important to my business!” Scott Monty, Digital Communications at Ford Motor Social Media
    24. 24. Can We Measure ROI? Social Media is not free Resources required may include: •Strategic consultation •Training •Creating content •Integrating tools •Distributing content •Relationship management •Measuring value Social Media
    25. 25. Social Media Employee Productivity
    26. 26. Social Media Employee Productivity The 3 Myths •Blocking will increase the productivity of the employee. •We will save money since our employees are wasting the bandwidth. •No issues with downloading inappropriate content.
    27. 27. Social Media Employee Productivity Social Tools and Disruptive Technology? •Managers were afraid Excel would stimulate workers to make sports or grocery lists during work hours. •You only block internet access when you are afraid to talk with your employees about their behavior. •Preventing behavior does not solve your problems, it will only prevent them for a short period of time! •In a world full of mobile devices, social networking can happen 24/7 from the board room to the bathroom!
    28. 28. Social Media Loosing Control • You have already lost control! Employees are using social media today. Conversations are happening – why not be part of them? • Convergys Study – Each unaddressed, negative review of a product or employer on Facebook, YouTube, or Twitter can cost an organization more that 30 customers or candidates. “If you don’t focus on building your brand through social media, someone else will!”
    29. 29. Social Media: What we get wrong…
    30. 30. What we get wrong… • Silver Bullet Syndrome. • Focus only on “taking” from the community without giving. • Expecting immediate results. • Not adding the right resources. • Focusing on the transaction. Forgetting the goal. • Not leveraging your employees as corporate ambassadors. • Using Social Media as a Source and not a strategy. Social Media
    31. 31. Social Media: How do we leverage it?
    32. 32. How To Leverage Social Media Key Steps 1. Understand your audience. • Who is using social media? • What tools are they using? • How are they using those tools? 2. Use Social Media as one leg of a multi leg stool. • Website • Print Collateral • Mobile
    33. 33. How to Leverage Social Media Key Steps 3. Dedicate the time. Wait until you can do it right! • Blogging, tweeting, etc. takes time • Dedicate a resource 3. Get over your fear – Social Media isn’t going away. • Embrace it, Engage in it • Catch up before you are left behind 3. Listen and research to learn and contribute. • What do your customers and employees want? • What are they talking about? Make it relevant to them!
    34. 34. Key Steps 6. Focus on your Brand Advance your Mission Connect with Candidates Engage your Audience Invite Feedback Tell the Truth How to Leverage Social Media FACE TI
    35. 35. Social Media: Future Trends….
    36. 36. What to Measure: • Sourcing Channels • Recruiter Efficiency • Candidate Satisfaction/Experience • Hiring Manager Satisfaction/Experience • Quality of Hire/Productivity • Efficiency Ratio Future Trends Location Based Identification Preference Based Marketing • Consumer Specific Marketing • Candidate Specific Career Marketing Instant Communication • Not Instant Messaging • Google Wave
    37. 37. Connect with me: steve@stevelowisz.com www.Linkedin.com/stevelowisz www.Twitter.com/slowisz Office (734) 521-2800 Stevelowisz.com
    38. 38. Social Media Who is using it?
    39. 39. Social Media Who is using it?
    40. 40. Social Media Who is using it?

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