USING SOCIAL MEDIA TO PUSH YOUR BRAND

Michael VanDervort

HR Florida Leadership Conference

January 8, 2011

BRAND

WHO ARE THESE GUYS?

WHICH ONE DOESN’T BELONG?

COFFEE

SOCIAL MEDIA

AGENDA The case for HR understanding social

media What is a brand Why worry about brand Who’s talking? What the conversation can sound like Why you should care How to get started Rock your Chapter

SOCIAL MEDIA Not rocket science Just communication, but 2-way Policy is not the priority Know the tools How social media might benefit How social media tools might harm

You need an objective and a plan

CORE COMPETENCY

• Understanding the social web • Becoming a critical skill• Strategic opportunity for HR

SOCIAL DILBERT

WHY WORRY?

If you are in business, and especially if you are a major brand, you are already involved in the dialogue

WHO’S TALKING?GovernmentCustomersCompetitorsEmployeesDetractors

WHERE TO FIND THE TALK Blogs Twitter LinkedIn Facebook Forums / Groups Many other sites

BLOGS

TWITTER

TWEETDECK

GOVERNMENT AGENCIES

CUSTOMERS

COMPETITORS

YOUTUBE

EMPLOYEE COMPLAINT SITES Glassdoor.com Jobvent.com PissedConsumer.com Telonu.com Honestly.com Craigslist and a slew of others

EMPLOYEES

NO BAD APPLES

MOTT’S

NO BAD APPLES

MOTT’S

TEXTING

TAKEAWAYS Social media is not a fad Your employees are using social media Use of corporate campaigns is spreading Legal concerns – monitoring, NLRB

Facebook case & concerted, protected activityUnderstand the platformsDevelop appropriate policies and processesTrain supervisors

ACTION PLANThese steps can get you started in

protecting your brand with social media: Monitor your brand Stake your claim Adopt preemption strategies Engage proactively in social media Have a rapid response strategy

ADVICE FOR CHAPTERS HR Florida may be the leader in the

USA Consider starting at least one platform Blogs are great for sharing information Facebook is great for conversation /

events LinkedIn offers a semi-private platform

Dialogue, Information, Events Twitter, YouTube, Flickr Policy and guidelines

ADVICE FOR CHAPTERS Social media is not just about

marketing Social media MUST be about

engagement You must believe, and lead by example Let your hair down a little You must view your audience as a

community It requires commitment and resources Help is available All chapters in Florida should have a

social media person on their leadership team

ROCK YOUR CHAPTERAdvice from Ben Eubanks Need a website “Rock” some video Offer multiple ways to connect Don’t force your own preferences Take advantage of subject matter

experts Sponsor social media events (and

speakers!) Co-sponsor events and webinars

(Dimdim) Use “free” tools to start

MICHAEL VANDERVORTEmail: michael.vandervort@publix.comPhone: 813-417-8781Twitter: @MikeVanDervortBlog: http://thehumanracehorses.com