social media and the workplace
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McMaster University, Centre for Continuing Education, July 25, 2011TRANSCRIPT
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Social Media in the Work EnvironmentA Presentation By
Monday, July 25, 2011
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AgendaIntro
A Social Media Revolution?
Social media in the workplace: What is its role?
Establishing guidelines and company policies
Social media channels
The pros and cons of social media marketing
Integrating social media with other marketing channels
Measuring engagement
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Intro
: www.cherylsantamaria.com
: http://cherylsantamaria.com/blog
: www.twitter.com/chersantamaria
: ca.linkedin.com/in/cherylsantamaria
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Right Here, Right Now
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Social Media in the Workplace | Stats
54% of business block employee access to social networking sites
19% allow social networking for work-related purposes
16% allow limited personal use
10% allow full use …[Source: Robert Half Technology Survery, Oct. 2009]
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… Yet over 94% of companies invest in social media.
[Source: PR Newswire, Oct. 2009]
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So, What IS Social Media's Role in The Workplace?
Disseminate information
Communicate and network
Promote brand recognition (both internal and external)
Increase productivity
(We'll come back to this later ...)
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Establishing Guidelines and Company Policies
“Most people don't plan to fail, they fail to plan.”
- John L. Beckley, first librarian of the U.S. congress
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Prep WorkAssemble a “social media task force” (comprise of employees, third-party consultants or a mix of both)
Do your research. Conversations about your company will happen whether you like it or not. Do you know what people are saying about your brand?
Identify “red flags”/PR issues
Decide which social media channels are to be utilized
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Devising a Company Policy
A good policy should include approximately 10 guidelines, including:
Representation of the brand and the user Disclosure, confidentiality and privacyDefining the desired “purpose” of social networking, as defined by the companyGuidelines for usage during business hours (and after hours)Professionalism and response time to customer service queries via SM
Tip: Social media is constantly changing. A good policy should try to anticipate issues before they occur, including: “friending/following” colleagues, posting images online, language, usage, etc.
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Crisis Management
Appoint a spokesperson (and a backup) to speak on behalf of the company, should an issue arise
Prepare a template statement and press release that can be modified easily
Determine and document the “chain of command” for dealing with a PR/SM issue (i.e. who will coordinate crisis management, who will speak to media, who will send out press releases etc.)
Appoint a project manager (and a backup) to oversee the execution of the response strategy and ensure all timelines/tasks are met
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Social Media ChannelsWhich platforms should your company be using?
Dependent upon the goals of the organization and the results of your preliminary research:
What SM channels does your primary and secondary target audience use the most frequently?
Are your competitors using social media effectively? What channels?
Will you allow for two-way communication?
There are A LOT of social media channels. Hone in on 1-3 of them ...
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SMM | The Pros
Social media is social! Social media allows you to reach people above and beyond your
target audience Social networking can help you find resources/answers faster,
improving productivity If done correctly, social media can help to position your company
as adaptable, on trend and resourceful
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SMM is a major time investment. If you are going to utilize social media, engage regularly or don't engage at all
Users will expect a quick response time to social media queries
You cannot pick and choose which comments/issues you address on SM
SM strategies need to be monitored, revised and repositioned regularly (I recommend once a month)
True SM influence grows slowly, over time
You will not see much ROI in the first few months (that's the nature of the beast)
SMM | The Cons
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Integrating SM with Other Mktg Channels
Anything with a URL (press releases, mentions in the newspaper, YouTube videos of recent commercials) can become SM content (whether it be through Twitter, Tumblr, Facebook or a blog)
Add links to social media on business cards and in email signatures
All print/radio advertising and promotions should contain links to SM channels
Work with your company's social media task force to develop a strategic short and long term plan for integrating social media with other marketing channels
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Tips:
Maintain a consistent “voice” and strategy throughout your traditional and SM mktg campaigns
Invite your audience to “continue the conversation” via social media
Use QR Codes on print advertising to link to YouTube videos, online coupons, or one of your SM channels
Integrating SM with Other Mktg Channels
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Measuring Engagement
Google Analytics/Count Per Day
Klout
Timely.is
Bit.ly
Goo.gl
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Questions?