social media and employees

Social Media and Employees Becky Carroll Founder, Petra Consulting Group

Customers ROCK! Copyright 2012 Becky Carroll

Americans expect a Social Media presence

87% of online Americans use Social Media

Of those, 61% feel:

•  Stronger connection

•  Better service Source: Cone Survey 2010


81% of Fortune 500 firms have a

social media policy


81% of Fortune 500 firms have a social media policy

Only 31% conduct formal training

Only 22% receive one

Source: RIghtNow Technologies Customer Experience Impact Report 2010 North America


The Corporate Social Media Ecosystem

Source: Dachis Group, Connecting Employees to Social Media


Set Up for Success

Policies + Training

Monitoring

Effective employee participation


Policy and Guidelines


Social Media Policy – A Safety Net

•  Want: Environment that makes it easy to succeed

•  Must be a living document

•  Goes hand in hand with governance


Summary of best practices

•  Create at least two policies

•  Expectations for all

•  Operational for social media employees

•  Leverage employees as ambassadors

•  Provide clear guidelines for brand usage (logo, etc)

•  Post internally where can be easily found

•  Can post externally as well

•  Hyperlink to all other relevant policies and contacts (Source: SocialMediaGovernance.com)


Good Social Media Policies

Source: Likeable Media


It Takes a Team

Source: Mashable

Social Strategist: Coordinate and view strategically Training: Create and incorporate into current assets Marketing: Keep company messaging consistent Legal: Review social media policies and guidelines Product: Integrate current company offerings Web Development: Create an online portal for assets


Training


Three good reasons for training

•  Help employees understand company expectations

•  Provide opportunity to discuss ramifications

•  Supports company if a legal issue arises


Training contents

•  Current branding and communications

•  Difference between corporate and personal

•  Importance of disclosure

•  Social media “voice”

•  Actions to avoid


Sharing the knowledge

•  Make part of the employee on-boarding process

•  Existing employees also need training

•  Include partners, vendors – and execs!

•  Refresh at least annually (review quarterly)


An ongoing process

•  Regular sharing of information keeps it fresh

•  Get creative!

•  Best practice sharing sessions with practitioners

•  Create a certification

•  Update immediately after crises/events


Trust and Verify by Monitoring Conversations


Lots of free listening tools…


  Best Buy Staff —  180,000 employees —  Majority are 24 years old, or younger

“I'm responsible for what I say online, and I expect the same of my employees. The only guideline is that they act within our values.” Brian Dunn

Source: BusinessWeek.com

Best Buy: A Social Business


Best Buy’s @Twelpforce •  Customer service on Twitter

•  Over 2000 employees have signed up so far – including floor associates, store operations, call center


Listening, learning •  John Bernier coaching team of Best Buy Tweeters

•  Focus: Helping, not spamming or selling customers

•  Visible social media policy and ongoing training


  Started with Blue Shirt Nation —  Join groups —  Make friends —  Swap stories —  Support each other —  Problem solve together

Now:   WaterCooler Wiki

—  Over 1 million employee posts

  Other internal forums and communities

Internal Communities


Source: Gina Debogovich, Community 2.0

Using Social Media for Employee Learning


Set Up for Success

Policies + Training

Monitoring

Effective employee participation


  Social Media policies —  http://socialmediagovernance.com/policies.php —  Intel’s and IBM’s social media policies (use Google)

  The Hidden Power of Your Customers by Becky Carroll   Social Business, Smart Business by Michael Brito   Community Roundtable   Social Media Today

Resources


See you on Twitter! Becky Carroll Author, The Hidden Power of Your Customers Founder, Customers ROCK!/Petra Consulting Group [email protected] (858) 481-6373 (858) 692-4778 (cell)

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