managing the social media impact for human resource professionals
Post on 17-Oct-2014
3.563 views
DESCRIPTION
TRANSCRIPT
Managing the Social Media Impact
for Human Resource Professionals
Andrew Chow a.k.a Ideasandrew Founded
Ideamart (S) Pte Ltd since 1994 . Ideas & Concepts since 2002
Table For Six since 2008
Education
Thames Valley University, UK
Membership
SACEOS member 2004
Business Awards
STB Business Award – Most Innovative Marketing Initiative award 2007
Spirit of Enterprise 2008
Successful Entrepreneur 2010
Certification
NLP Practitioner
Certified Life Coach
Forte
PR Strategic Counsel, Implementation & Monitoring
Social Networking / Social Media Strategy
Brand Management Consultancy
Personal Branding
Professional Affiliation
Approved NCSS Training Provider
WDA ACTA-certified
Andrew Chow a.k.a Ideasandrew
Social NetworkingFacebook - http://www.facebook.com/#!/AndrewChowKokWahPlaxo http://ideasandrew.myplaxo.com/Linkedin - http://sg.linkedin.com/in/ideasandrew
Social Media SharingFlickr Collection - http://www.flickr.com/photos/ideasandrew/Youtube Channel - http://www.youtube.com/user/ideasandrewSlideshare - http://www.slideshare.net/ideasandrewPodomatic - http://ideasandrew.podomatic.com
Social Blogging / Micro-bloggingTwitter - http://twitter.com/IdeasandrewWordpress – www.andrewchow.sg
Social CollaborationWikipedia - http://en.wikipedia.org/wiki/User:IdeasandrewMeet up - http://www.meetup.com/members/11966314/
More than 140 interviews/feature in 5 years from local and international media
Social Media landscape(interesting facts)
– There are 2.6million facebook accounts registered in Singapore
– It will take you 600 years to finish watching all the videos on youtube today
– There are 5 billion pictures on Flickr, about 70% of the world’s population
– 96% of Gen Y have joined a social media site.– Facebook has overtaken Google in weekly traffic– Social media has overtaken pornography as the number
one activity on the web– If Facebook is a country today, its membership would have
been the 3rd largest country today behind China and India, America is 4th, Brazil is 5th, Indonesia is 6th, Twitter is 7th.
Social Media landscape(interesting facts)
– 80% of the companies have used social media for recruitment
– The fastest growing segment on Facebook is female and between 55-65 years old
– Wikipedia has over 19 million articles, 78% of these are not even in English.
– There are 200 million blogs in the world right now. 34% of them post their opinion on products and services. So what are they saying about your brand?
Corporate Success Stories
Social Networking
SPRINT – 49,000 employees nationwide
• Social media platform Sprint Space in May 2008• Educate employees about new products, services and pricing Plans• Understand the nuances of the Wholesale business model• Build grassroots support for changes to the customer satisfaction
survey• Educate and engage employees in a dialogue about our• corporate strategy• Support special interest groups• Integrated the social media channel into overall internal
Communications• Open communications capabilities• Sprint’s corporate goals are to build its brand, protect the
company’s reputation and to deliver an exceptional service to customers
Thought Leadership
AMERICAN EXPRESS – Vice Chairman’s Blog
• Two core goals for Edward P. Gilligan’s Blog:– To create a non-traditional communications
platform
– To increase the frequency and quality of employee dialogue with the vice chairman
• Results :– Achieved outstanding employee engagement
results through an intranet-based communication platform called Ed’s Blog
– Constant dialogue with staff
Crowd Sourcing
Crowd Sourcing
Social media can help you in all stages of marketing, self-promotion, public relations, and customer service:
o research
o strategic planning
o implementation
o evaluation
o Learn what people are saying about you
o Create buzz for events & campaigns
o Increase brand exposure
o Identify and recruit influencers to spread your message
o Find new opportunities and customers
o Support your products and services
o Improve your search engine visibility
o Gain competitive intelligence
o Get your message out fast
o Retain clients by establishing a personal relationship
o Be an industry leader – not a follower
Reacho Website visits / views
o volume of reviews and comments
o Incoming links
Action & Insighto Sales inquiries
o New business
o Customer satisfaction and loyalty
o Marketing efficiency
Engagement & Influenceo Sentiment of reviews
and comments
o Brand affinity
o Commenter authority/influence
o Time spent
o Favourites / Friends / Fans
o Viral forwards
o Number of downloads
Source: The Digital Influence Group, Measuring the Influence of Social Media
Resources required for social media may include:
o Strategic consultation
o Training
o Creating content
o Integrating tools
o Distributing content
o Relationship management
o Measuring value
B2C Industries
Food & Beverages Consultancy Fashion Education
Hospitality Retail Info Technology Property
Automobile Entertainment Healthcare Recreation
Strategic uses of Social Media for Human Resources
• Resources at Your Fingertips– Recruitment , Training & Compensation
• Balancing Productivity and Value– Governance
• Re-evaluating Corporate Values– Work-life balance and integration– Branding – Customer Relationship Management
• Supporting Innovation– What does Human Resource Need to do? - Research
• Feedback
Social Media Platforms
o Contains profiles of Fortune 500 executives and leading entrepreneurs
o average individual salary on LinkedIn is $109,000
o On LinkedIn your can:
o Post a profile and resume
o Connect with colleagues
o Share professional recommendations
o Find jobs
o Forums to demonstrate expertise and find answers
40 Great Articles on using Linkedin
• Business Development / Marketing / Sales
– A Tool to Help with Reference Selling – Dave Stein– Getting More Than Just Answers – Diane K. Danielson– How to Use LinkedIn to Build Your Business – Liz Ryan (via The Virtual Handshake blog)– Market Your Company on LinkedIn – Gordon Choi– Using LinkedIn for Market Research – Loren Baker / Jason Calacanis– Secrets LinkedIn Can Tell You About Your Customers – Matt Asay– Using LinkedIn to Make the Sale – Al Chase (excerpt from The Virtual Handshake)– Warm Calling via LinkedIn – Alex Iskold
• Career Management / Personal Branding / Resumes
– Becoming a Recognized Subject Matter Expert on LinkedIn – Barbara Rozgonyi– Brush Up Your Resume – CarlenLea– Enhance Your Resume with LinkedIn Testimonials – Harry Joiner– LinkedIn and Career Management – Jason Alba– LinkedIn as Resume 2.0 – Scott Sehlhorst– Your Reputation: Create a Permalink – Todd Defren
40 Great Articles on using Linkedin
• Job Search– Best Practices for a LinkedIn Job Search – Konstantin Guericke (via Dave Taylor)– How Do I Use LinkedIn to Find a Job? – Dave Taylor– How to Use LinkedIn to Find a New Position – Eric Mariacher– How to Find a Job Using LinkedIn – Liz Ryan (via Dave Taylor)– LinkedIn and Your Job Search – Alison Doyle– Following Up on Inside Connections at Potential Employers – Scott Allen– Searching the Hidden Job Market for Opportunities – Debra Feldman– Using LinkedIn to Prepare for Your Job Interview – Darlene McDaniel
• Recruiting– Companies Use LinkedIn to Find Top Talent – Desire Athow
• Growing Your Network– Grow Your Network While You Don’t Need It – Eric Mariacher– Growing Your Network Online – Kathie Thomas– LinkedIn as Cult Builder – Matthew Reinbold
• Keeping in Touch– Borrowing the Expertise of Others – Eric Eggertson
40 Great Articles on using Linkedin• Meeting Face-to-Face
– Breaking the Ice at a Meeting with LinkedIn – Pete Johnson
– Using LinkedIn to Fill Out Your Business Trip – Scott Allen
– Using LinkedIn for Travel – Marc Freedman
– Connecting with People in Your Network When Traveling – Stewart Rogers
• Organizing and Extending Groups– Using LinkedIn to Create a Granfalloon – F. John Reinke
– Pros and Cons of LinkedIn for Alumni Groups – Andrew Shaindlin
• Miscellaneous– Introducting Your Network to Each Other – Scott Allen
– Using LinkedIn to Find Celebrity Guests – Stan Relihan
– Unpredictable Benefits of LinkedIn – Nathan Gilliatt
– LinkedIn a Box – Brendon Connelly
• Specific Jobs / Industries– 10 Ways Journalists Can Use LinkedIn – Penelope Trunk
– LinkedIn for Startup Entrepreneurs: 5 Reasons to Join – Dharmesh Shah
– Five Ways IT Managers Can Get More Out of LinkedIn – Shane Schick
– Five Ways Authors Can Profit from LinkedIn – Mahesh Grossman
• Lists– How to Change the World: Ten Ways to Use LinkedIn – Guy Kawasaki
– 20 Ways to Use LinkedIn Productively – Web Worker Daily
– Making Your LinkedIn Business Network Pay Dividends – Tatsuya Nakagawa & Peter Paul Roosen
– Top Reasons to Use LinkedIn – Various, compiled by Chris Pirillo
Group Activity 1
“ What are the avenues/ways of researching for the right
candidates online or on Linkedin ? “
o Fastest growing social network in Canada and the world (500 million members)
o Powerful tools to engage and understand your audience:o Brand pages
o Custom applications
o Targeted advertising
o Audience insights/metrics
o Opinion polls
o Your brand’s homepage on Facebook.
o Allow you to post photos, videos, events and other messages.
o Users interact with you byo Becoming fans
o Commenting on your posts
o Participating in discussions
o Post photos to your page
o Fans see your page updates in their newsfeed
Facebook Pages
o Video sharing sites let you upload videos and share them with people.
o They’re a perfect repository for video blogs, taped seminars, witty Power Points, commercials, how-to’s and a behind-the-scene look at your organization.
Youtube
o helps you gain exposure and direct traffic back to your website
o sparks interest without a hard-sell
o videos can be low-fi and cheap to produce - immediacy and content is more important than quality.
o videos can be a place to showcase your leadership in a field, and spread customer testimonials
Youtube
o A file-sharing site is a series of presentation in PPT, PDF, Word format which is distributed by syndicated download to your computer, for use on a presentation software.
o File-sharing can be simple notes of training, seminar, conferences, and workshop.
o Excellent tools to share knowledge and thought leadership
Slideshare
o A blog is a website with regular entries of commentary or news
o Blogs serve to establish your company as transparent, relevant, active, and expert.
Blogs
o engage in dialogue with your customers
o improve your search engine visibility
o promote product launches andevents
o gain expert status by providing useful tips
Blog
o Microblogs are blogs limited to a sentence or two (about 140 characters)
o People use microblogging to promotethemselves, share content and follow friends, celebrities and brands
o Companies use it for marketing, public relations and customer service by giving their brand a voice within the community
o share timely information
o promote useful content including resources, contests, deals, etc.(not just your own)
o personify your brand
o connect with your customers and develop leads
o build credibility and influence
o listen to consumer buzz
o research competitors
o network and learn from experts in your field
Social Media Human Resource Strategy Map
• Target Audience(s)
• Objective(s)
• Integration
• Culture Change
• Capacity
• Tools & Tactics
• Measurement
• Experiment
1. Target Audience(s)
• Who do you want to reach with your new media efforts to meet your objective?
• What does your target audience know or believe about your organization?
• What key points do you want to makewith your audience?
• What new media tools are they currently using?
2. Objective(s)
• What do you want to do?
– Marketing
– Public Relations
– Customer Service
– Monitoring
– Research
– Branding
– New business
– New Customers
S.M.A.R.T
Specific
Measurable
Attainable
Realistic
Time-based
3. Integration
• How will your new media strategy support and enhance your existing Internet strategy (if you have one)?
Website
SEO
Google Analytics
CRM
Lead/Prospect
4. Culture Change
• How will you get your organization to embrace your new media strategy? (Training?)
• Can you think of any internal champions (CEO?) to drive it forward?
• How will you address any fears or concerns? (who decides what info to be on Social Media?)
• What is the rate of change your company can tolerate?
5. Capacity
• Who will implement your organization’s new media strategy? (not just IT or Marketing)
• How much time do you allocate per week to your strategy?
• Do you need any outside expertise to help implement your strategy?
• Will your content updates depend on any other resource or person?
6. Tools and Tactics
• What tactics and tools best support your objectives and match your targeted audience?
• What tactics and tools do you have the capacity to implement?
7. Measurement
• What hard data points or metrics will you use to track your objectives?
• How often will you track?
• Do you have the systems and tools set up to track efficiently?
8. Experiment
• What department you implement first as a pilot run?
Before After
What did you plan to do?
What actually happened
What do you think would be theResult?
How could your results have been improved?
What did your audience think?
What will you do differently in the next run?
3 Rules of Engagement for Human Resources professionals
• Content : Adding Value to different content
• Context : Engaging Conversation while filtering the noise
• Contact : Building a Community beyond your organisation
| Social Media |
Content{ What’s happening in the world? }
{ What can I do with it? }
{ Is this real, useful, relevant? }
{ How do I maintain Control? –}
Original
Co-created
User-generated
Content
Original
Something Exclusively
Yours!
Your Creativity!
Co-created
Exposes a Problem/ Asks a Question
Solves a Problem/ Answers a Question
Propose a Solution / Enrich an Answer
Verify a Solution / Test an Answer
Contribute to what others
have started
Value Adding !
Let Others generate new
Content based on what
you or others have created
User-generated •New•Current•Socially important•These 3 always work :
•Money•Health•Sex/Love
Value Creation !
Group Activity 2
“ What kind of content can HRD contribute to its social
media corporate platforms? “
| Social Media |
Context(What’s there to talk about?)
(How do I conduct myself on social media?)
Listen & Learn
Share & Inspire
Comment & Collaborate
Poll & Publish
Monitor & Measure
What is Social Media Effect?
Or
It’s how fast your content travels and
stay “hot” online by your contacts
| Social Media |
Contacts{ Who am I meeting? }
{ Where can I find them? }
{ What do they know? }
{ When are they moving on? }
{ Why do I need to know them? }
Influencers
Peers
Thought Leader
5 “M”s of
Social Media-Ready
Companies
(roles of HRD)
| Social Media-ready Companies |
#1 – Motivate
•Top Management Buy-in•Social Media Knowledge
| Social Media-ready Companies |
#2 – Measure
•Customer Engagement•Competitive Insights
| Social Media-ready Companies |
#3 – Monitor
•Metrics & Dashboard•Milestone & Deliverables
www.hootsuite.com
| Social Media-ready Companies |
#4 – Manage
•Staff & Resources•Plan & Channel Selections•Process Documentation
| Social Media-ready Companies |
#5 – Maintain
•Governance
Reflection(The Role of Human Resources in a Social Media-ready organisation)
• Motivate : Top Management to incorporate social media in HR policies
• Manage : A team of social media-savvy professionals to enhance the value and increase productivity
• Maintain : All metrics (KPI) and milestones on organization social media growth
• Monitor : Industry and Competitor insights• Measure : The Return on Investment of Social
Media
MANAGINGSOCIAL MEDIA
ONLINE CONVERSATION
o Experiment personallybefore professionally
o Try a variety of social media tools
o Be yourself, make some friends, and share
1. Discovery(people, competition, and search engines)
3. Skills(identify internal resources and gaps)
5. Maintenance(monitor and adapt)
2. Strategy(opportunities, objectives)
4. Execution(tools, integration, policies, and process)
Source: 5 Phases of Social Media Marketinghttp://socialcomputingjournal.com/viewcolumn.cfm?colid=789
o Find where your audience is participating and indentify the influencers
o Read industry blogs (including comments)
o Google your company name & your competition
o Find tools that can help you listen
o Tap into the wisdom of the crowd to access a wider talent pool and gain customer insight
o Companies that use crowd sourcing include:o Starbucks (MyStarbucks)
o Dell (Ideastorm)
o DuPont
o Netflix
o Wikipedia
o iStockphoto.com
o Threadless.com
o Mechanical Turk (Amazon)
o Avoid puffery(people will ignore it)
o Avoid evasion and lying(people won’t ignore it)
o Companies have watched their biggest screw-up's rise to the top 10 of a Google search
o Admit your mistakes right away
o Don’t be afraid to share. Corporations, like people, need to share information to get the value out of social media
o Make your content easy to share
o Incorporate tools that promote sharing:o Share This, RSS feeds, Email a friend
KEYS TO SUCCESS
o Don't shout. Don't broadcast. Don’t brag.
o Speak like yourself – not a corporate marketing shill or press secretary
o Personify your brand – give people something they can relate to.
KEYS TO SUCCESS
o Think like a contributor, not a marketer
o Consider what is relevant to the community before contributing
o Don’t promote your product on every post
o Win friends by promoting other people’s content if it interests you
KEYS TO SUCCESS
o Don’t try to delete or remove criticism (it will just make it worse)
o Listen to your detractors
o Admit your shortcomings
o Work openly towards an explanationand legitimate solution
o Don’t wait until you have a campaign to launch - start planning and listening now
o Build relationships so they’re ready when you need them
o You need buy in from everyone in the organization
o Convince your CEO that social media is relevant to your organization
o Get your communications team together, discuss the options, then divide and conquer
KEYS TO SUCCESS
o Coordinate comments internally
o Tweet & Retweet, @mention, etc
Group Activity 3
“ What are the possible risk associated with using social
media and what would be the likely outcome? “
Social Media Risk Assessment
Risk Event Description Expected Outcome
1 Incomplete Social Media Strategy Social media project will Fail
2 Lack of Buy-In from Senior Executives Insufficient funding
3 Insufficient Resources Employee backlash due to workload
4 Selecting the Wrong Social Media Channels Lack of online engagement
5 Incorrectly Measuring Social Media Metrics Difficulty in demonstrating ROI
6 Potential Leak of Corporate Strategy Direction & goals exposed
7 Negative Feedback Posted by Respondents Impact on sales and bottom line
8 Inappropriate Content Posted by Respondents Decrease brand equity
9 Lack of Participation by Consumers Goals will not be reached
10 Lack of Control Over Corporate Content Employees posting incorrect Info online
11 Inappropriate Content Posted by Employees Decrease brand equity
12 Excessive use of Social Media by Employees Loss of productivity
13 Using Personal Accounts for Work Purposes Misrepresentation of the company
14 Data Theft UN/PW could be hacked to enter system
15 Identity Theft Misrepresentation/Brand Hijacking
17 Loss of Business Reputation Inconsistent brand messaging
19 Risk of Contracting Viruses and/or Malware System Crash/Risk of Stolen Data
20 Technical Difficulties End User Frustration & Dissatisfaction
21 Bandwidth Issues Downtime due to excessive usage
Social Media Policy
Must Haves in a Social Media Policy
• Purpose
• Scope : Different departments
• Platforms
• Disclaimer (change from time to time)
• Personal Use of Social Media
• Ethnics & Values
Online Resources
• Online Database of Social Media Policy
– http://socialmediagovernance.com/policies.php
• How to write a social media policy
– http://www.inc.com/guides/2010/05/writing-a-social-media-policy.html
• Social Media Policy Making Tool
– http://socialmedia.policytool.net
Group Activity
“What are the scope / job description of a Social Media
Professional? “
Top CEO Blogs
http://weblogs.jupitermedia.com/
http://blog.guykawasaki.com/
http://www.cnewmark.com/
Social Media Template Review
Thank You!