Nuts Bolts Of Social Media Final

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Nuts & Bolts of Social Media

Social Media

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Courtesy of youtube.comhttp://www.youtube.com/watch?v=lFZ0z5Fm-Ng

Agenda

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Social media landscape and value

R&D with social media

10 minute break

HR considerations and policies

Risks and concerns

10 minute break

Hands‐on workshop using social media tools

Why Social Media Now?SPEAKER — JEFF ANTAYA

Social Media Landscape

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Online tools creating real‐time, relevant, and targeted two‐way communication utilized by individuals and organizations

Integrated as part of your marketing and business plan.

Value of Social Media

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Part of the tools used to accomplish your business strategy

Attract business customers

Attain customer feedback

Gather research on target and competition

Recruit staff

Train staff

Identify trends

Value of Social Media

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Expands frequency and reach of your organization’s messages and offerings

Leverages positive relationships of all employees and customers to advance communication effectiveness

Circumvents filters, “gate keepers”, and clutter

Improves efficiency and cost effectiveness of advertising spend

Keeps your company top of mind

Builds incremental “team spirit”

Why It Helps Your Organization

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Using as a platform for electronic networking

Pushing company prepared messages and offerings to network

Offering supportive comments to build credibility

Gaining competitive intelligence

Helping recruit and retain human capital

How It Is Most Effective

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Integrated into everyday routine

Personal and business mix

Controls in place to identify challenges for constructive conversations

When It Is Most Effective

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Search engines dictate who finds you

Need to speak in terms used by public and your competitors

Use descriptive words

Repeat terms

Use variations

Link terms to geography

Speaking the Language

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Exercise:

What terms describe products or services you sell?

Are there terms for products you consider “proprietary”?

Will people use them to find you?

Terms to Describe You

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Media

Households

Businesses

Community organizations

Referral sources

Internal

The Audience You Want To Reach

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Facebook followers

LinkedIn groups

Twitter followers

YouTube

Exercise:

Take two minutes and list all of the people that you try to reach today through your marketing efforts

Are there other audiences you would like to reach, but you don’t focus on today?

Audience You Would Like to Reach

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Keys to Your Success

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CONSISTENCY

AUDIENCE REASON TO FOLLOW

CONTENT

ENTHUSIASM

Who is listening?

Build a Following

What Content Do You Need?

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Trends Newsletters Expression Offers

Share originalideas or links to relevant content

Create a forum for ideas, announce‐

ments, offers

What are people thinking? “Today I …”

Reference to other sites

and activities

Why Should People Follow You?

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CHASE EXAMPLE

JAX CAR WASH

Questions?

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R&D With Social MediaSPEAKER — ALEX BROWN

Marketing

Understanding existing and potential customer base

Networking through prior connections

Understanding competitive environment

Industry trends

Resources

Research and Development

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Key contacts in companies – Advanced People Search http://www.linkedin.com/search?goback=.cps_1262911765239_1

Select location

Select industry

Title

Vice president

CEO

Getting to Know Your Customers

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Search connections to existing contacts:

Search or select one key contact using People Search

Networking ‐ Prior Connections

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Researching Connections

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Exercise:

Using LinkedIn, try to target an industry with significant presence in your community.

Locate one or more of your customer contacts or other acquaintances and see if they may be connected to others of influence in need of your organization’s services.

Identify key contacts through them and ask for an introduction through LinkedIn.

Exercise:

Using LinkedIn, try to find three groups that may provide information of interest to you and your organization.

Search questions and answers for information related to a current issue impacting your organization.

Industry Trends and Social Media

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Facebook

Blogs – What are people saying about your organization?

Surveys – Ask people questions:

“When you want to get X, where would you go?”

“Who do you think offers the best quality at the lowest price?”

The Competitive Environment

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Facebook Blogs

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Facebook Surveys

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Twitter Search

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Social Seek

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Questions?

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Social Networking & HRSPEAKER — PAULA FRERICHS

Risks & Concerns ‐ Employees

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Personal Image Recruiters

• How do you manage recruiters, who now have good knowledge about your employees?

• Is the employee’s personal image on social networking sites going to reflect your company?

• Do you want your customers seeing pictures of your employees beach vacation or potentially inappropriate behavior?

• There is a lot of personal information on social media – how will your employees react to management seeing this?

• How will management react when they see the personal information?

• Will an employee’s personal choices/beliefs effect how others see them in the workplace?

• How do you handle inappropriate behavior by employees on public social networks?

Using Social Networking

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1. Finding the Candidate

2. Pre-employment Inquiries

3. During and Post-employment


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Everyday 70,000 new blogs appear on the Internet, yet few emerge from the office

Fortune 500 company blogs only account for about 5%

Know yourself

Know the audience

Engage your audience

Stay current

Blogging

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Build your networks

List open jobs in your status

Forward jobs to your network

LinkedIN

INMails

Join groups and post there

Facebook fan page

Using Social Networking to Recruit

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CareerBuilder study found 20% of employers use sites such as Twitter and Facebook to influence hiring decision

Can use lawful information you gather

You WILL learn things that are illegal to ask during an interview

Don’t pass along what you learn

Pre‐Employment Inquiries

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Are benefits worth the risk?

EEOC

FCRA

Need to be able to point to a legitimate, nondiscriminatory reason for hiring decision

Don’t “friend” applicants

Pre‐Employment Inquiries

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Laws are behind technology

May not be able to prohibit, but can blur lines

Possible workplace harassment

Recommendations are similar to an employment reference

Can You Still Be Friends?

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Social NOTworking: The practice of spending time unproductively on social networking websites, especially when one should be working.

— Urban Dictionary.com

Networking vs. NOTworking

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HR issue, not just IT

Privacy, confidentiality, time management, productivity

Double standard?

Employees will act the same regardless if they have access or not

Granting Access

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Nucleus survey of 237 office workers 47% regularly log on to Facebook during working hours

87% can’t define a clear business reason for doing so

Results in 1.5% in lost production across the entire office

One survey showed employees spend from 30 minutes to 3 hours/day on sites.

… Or Not Granting Access

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37% of employees surf the web constantly while at work

86% use office e‐mail for personal reasons

30% of American workers watch sports online while at work

24% of American workers shop online while at work

70% of Internet porn traffic occurs during the 9‐5 workday

64% of employees have received offensive e‐mails at work

Source: employee‐network‐moniotoring.com/statistics

Startling Internet Statistics

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Unauthorized disclosures of confidential information

Corporate embarrassment and public relations issues

Regulating activities on employee social media sites

Biggest Risk — External Misuse

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Inappropriate Content Distasteful/embarrassing

posts and comments

Disparaging remarks about others

Disclosures Endorsing products/services

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Risks & Concerns ‐ Employees

In addition to your Internet and e‐mail policy

Address social networking sites, blogs, and virtual worlds

Use broad language and update frequently

Include restrictions on usage (who, when, and why)

Have a Social Networking Policy

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Have a Social Networking Policy

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No expectation of privacy when online in work e-mails.

Have employees sign off, possibly go through training.

Sample Policies

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CISCOhttp://blogs.cisco.com/news/ciscos_internet_postings_policy/

Intelhttp://www.intel.com/sites/sitewide/en_US/social‐media.htm

Air Forcehttp://www.af.mil/shared/media/document/AFD‐090406‐036.pdf

General with links to multitudes of sitehttp://socialmediagovernance.com/policies.php

Questions?

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Risks & ConcernsSPEAKER — RAJ PATEL

Challenges

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Data security and privacy Too much information Too much trust Lack of security Viral impact Virus corruption

Resource commitment

Adequate monitoring

Communication

Misunderstanding and poor judgment

Rules and regulations

Volume of Information Posted

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Music

Books

Movies

Pictures

Interests

Daily schedules

Likes

E‐mail

Address

Hometown

Phone Number

Jobs

Education

Birthdates

Sexual orientation

Family and friends

Political affiliations

What One Post Can Reveal

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Where you live

Questionable behavior

Your profession

Your yearly income

Information about others without consent

Who Is Accessing The Information

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Your Customer

Your Competitors

Your Boss

Your Staff

Your Peers

The Mailroom Guy

Your Secret Admirer

A Stalker

Your Ex

Your Family

A Hacker

The Friends You Trust

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Privacy of their personal information

Posting on behalf of your organization

Voicing complaints or bad service Doing nothing vs. being

proactive

Competitive information

Customers

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The video made a splash online, getting links from all kinds of

venues and garnering over 96,000 views as of Monday morning (5 days later) and over 500,000 in months

following

Good news for community banks –she switched from B of A to a

community bank.

Security & Privacy

Disclosure requirements

Policies & agreements

Logos (FDIC, equal housing lender)

Links to external sources

Etc.

Regulations

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Potential FTC regulations

Writing false business and product reviews

Other legal issues

Libel/Defamation

Federal securities laws against disclosure of corporate information

Regulations

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Disclosure requirements: Reg. Z, Reg. DD, FDIC logos, Equal Housing Logo, Insured products, Equal Credit Opportunity Acts & Reg.B, Fair Debt Collection Practices Act, ADAP

Records Retentions: Reg Z & DD (2yrs), FINRA (3yrs), e‐Discovery

FINRA: Separate insured and non‐insured products

CRA: Comments, reviews, and ratings through social media sites would qualify

SEC: Disclosure of financial information or performance

Defamation: Comments made by others can be attributed to the organization (e.g., Cisco’s law suit)

Federal Communication Decency Act

Copyright or Trademark laws

Antitrust Laws: Whole Foods CEO’s anonymous posts of competitor Wild Oats61

Compliance & Legal

Advertising vs. Personal Profiles Businesses – If the site is being used for professional use, social media presence and communication can be considered to fall within the advertising rules.

Personal ‐ Personal use and not intended to market or promote a company.

Advertising Rules

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Guidelines to include in the policy to educate your employees how not to create a professional site unless intended.

Employees should not associate the company’s name or email address with the site unless it is intended for professional use. This includes stating they are an employee of the company.

Do not use the company’s assets to update personal sites. This includes any company owned laptop or computer, I‐Phone or blackberry, firm IP address, and email address. Using the company’s email address implies the employee is acting on the company’s behalf.

Create an advertising disclaimer to help employees specifically state their use is personal or professional.

Advertising Rules

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What others are saying about your company

Wikipedia: Are you monitoring the updates to your page and who is updating it?

Blogs (yours and others)

Facebook/Twitter (yours and others)

Company Data

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Customize your privacy settings

Check privacy settings for each post

Reduce the amount of personal information shared

Be careful on who you befriend online

Segment your friends into lists

Block Facebook applications

Remember to delete older posts

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Keeping It Personal & Protected








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Facebook Privacy Overview

Make a conscious decision whether you want to cross the personal and professional boundaries and act accordingly

Create strong passwords/avoid using public machines or public WiFi

Google yourself (you might be surprised what you find)

And, if you get in trouble — blame it on an imposter, jealous ex, or a twin

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Education, awareness, and training

Security and risks

Security best practices

Personal vs. professional

Compliance requirements

Impact on organization’s reputation

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Recommendations

Clear policies for employees and supervisors

Coverage should include all social mediums (Facebook, LinkedIn, Twitter, blogs, etc.)

Everyone should read and acknowledge

HR‐related polices including hiring and disciplinary practices

Use of company name or products on social media sites

Disciplinary actions clearly defined

Understand it is an evolving policy and be judicious in how it is enforced

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Recommendations

Monitor your company on social media (socialmention.com) and respond appropriately

Monitor postings on Wikipedia, location maps, etc.

Monitor your key management’s posts

Utilize disclaimers and terms of use

Protect your own intellectual property (use clear placement of appropriate symbols, such as ©, ®, ™)

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Recommendations

Refrain from commenting on third‐party posts

Register your company and C‐level executives on common social media sites (manually or knowem.com)

For marketing services & products, provide links back to your website where all your compliance requirements are being met

Involve your compliance, legal, and risk officers

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Recommendations

Questions?

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Hands-On WorkshopTEAM EXERCISES

1. Create a Facebook site

2. Create a LinkedIn site

3. Practice with Twitter

4. Begin Blogging

Don’t be afraid to ask questions! We’re here to help.

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Hands‐on Workshop

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Pringles

Mercy Health System

Amador Valley High School

Azure Dynamics

Kodak

OtterBox

Umpqua Bank

Facebook

Twitter

Blogs

YouTube

LinkedIn

Website

Wikipedia

Best Practice Examples

Pick one social media medium to focus on today

Let people know your site exists

Jeff Antaya | CMO | MarketingPlante & Moran, PLLC, 27400 Northwestern Highway, Southfield, MI 48034Direct Dial: 248.223.3750 | Mobile: 248.249.3108 | Fax: 248.233.7547

Plante & Moran | Twitter | Facebook | Linkedin

Celebrating 12 years as one of FORTUNE magazine's “100 Best Companies to Work For”

Get staff to join

Consistently and regularly publish

Getting Started

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Create a fan page

Get members

Encourage employees to join

Encourage employees to “share” content

Create a reason to join

Publish

Advertise

Check out the competition

Facebookwww.facebook.com

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Encourage network updates about your organization

Tool to find customers/clients

Groups

Research

Advertise

LinkedInwww.linkedin.com

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LinkedIn Profile

Highlights your offering

Picked up by search engines

SEO key

Micro‐blogging

Interdependent on followers and who “you are following”

“Chirps”

Twitterwww.twitter.com

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Interactive personal site often referred to as “weblog”

Allows you to share your knowledge and expertise with the world (content or niche based)

Improves search results

Blogginghttp://security‐assurance‐blog.plantemoran.com/

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Thank You!

PAULA FRERICHS248.375.7222 [email protected]

RAJ [email protected]

JEFF ANTAYA248.223.3750 [email protected]

ALEX [email protected]

Documents

Nuts Bolts Of Social Media Final