Online Social MediaFor HR Professionals:

The new way of communicating

is NOT broadcast communication

Dialogue between Organisation and Employee

Listen… what are your employees saying, what are their issues, how

can they contribute?

Reaching audiences

no longer

susceptible to traditional methods

employees out in different places

Information is being searched for in different ways:•We expect honest and transparent information (no spin)

•We expect to comment and add to content

•We expect to read comments, reviews and ratings

•We expect to subscribe to information

We expect to use the internet differently now

SOCIAL MEDIA IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE

TECHNOLOGY, SOCIAL INTERACTION, AND THE

CONSTRUCTION OF WORDS,

PICTURES, VIDEOS AND AUDIO

“Social mediais people having

conversations online.”

UK Internet Usage

71%

Universal McCann: Power to the People Social Media Tracker, Wave 4http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4 Mintel: Social Networking Across the Age Gap - UK - February 2009

Age

15-24 85%

24-34 83%

35-44 84%

45-54 77%

55-64 72%

65+ 30%

Universal McCann: Power to the People Social Media Tracker, Wave 4http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4

64% of the UK are using an online social network

“Social networking is benefiting from

older, wealthier consumers becoming internet-enabled”.

Mintel: Social Networking Across the Age Gap - UK - February 2009

How many social media websites are there?

What social media tools are available?

Share slides and documents

100m Videos 2nd largest search engine

79% have watched

video content online

Universal McCann: Power to the People Social Media Tracker, Wave 4http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4

70% have uploaded photos

Universal McCann: Power to the People Social Media Tracker, Wave 4http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4

Social Bookmarks

200,000,000 blogs

Online Social Networks

64% of us in the UK have joined

Twitter / Micro-blogging

We don’t always find information using Google

Reputation Aggregators

25% of search results for the worlds top 20 largest

brands are links from user generated content

June 8, 2009 article from Marketing Vox and Nielsen BuzzMetrics SES Magazine entitled:Turning Blogs and user-Generated Content Into Search Engine Results, Chris Aarons, Andru Edwards and Xavier Lanier 

Who influences whom?

The organisation?OrThe employee?

The attraction of social media

People trust “a person like me” more than authority figures or messages from business execs and the media

Seeking ongoing dialogue, not a one way broadcast

Trust, Transparency, openness, honesty

We are seeing a communication shift

The shift is from one way communication

Dialogue between organisation and employee

Dialogue between employee and employee

With or without you

Conversations will happen online with or without you

Choose to be a part of it

Engage and embrace

The stage before making a decision

The employees perspective

Your organisation

Understanding your employeeChoosing the right Social Network

(Hang out where your employees hang out)

LinkedIn

Recruitment

89% of U.S. Companies will social networks for recruiting

Companies use multiple networks for social recruiting

Monitoring and subscribing

Google Reader

Google alerts

TweetDeck

Monitoring and Subscribing

• Social Media Policy– No social media usage within work hours

• Total ban?• Can be used within clearly defined breaks

– You can monitor activity at work– Covert monitoring is not allowed

Managing employee usage

• Employees can not be ask to close their social networking account

• Disciplinary action– Using during work time– Conduct on-line has caused detriment

• Commercial confidentiality• Bringing the organisation into disrepute

Employee rights

http://www.worksmart.org.uk/rights/socialnetworking

http://www.acas.org.uk/index.aspx?articleid=3199

Speed of communication

Workers can be mobilised quickly for strike action

"Employers and unions need to understand the

role of new technology and not just leave it to their IT departments."

Getting Started

What will it take

Top level buy in

Someone who can commit

And has the desire to engage

Content creation budget

Time and patience

Choose your audience

•Internal communications•General public

Segment

Set objectives

Employee listening exercise

Employee two way communication

Increase brand awareness and reputation to help with…

Recruitment

Drive traffic to website/blog/facebook

Define Strategy

Set a timeline and focus on reasonable and practical goals

Be consistent

Analyse, measure, and assess frequently

Adapt!

Choose your tools

Is your target audience already talking to one another?

Focus on building long-term relationships

Remember:People meet in different online spacesThey comment share and influenceThey want to tell THEIR story - let them

Time

Time

“The more places you hang out the

more time it takes to manage.

The more content you create the more time it takes to create it”.

Time

However consider…

SyndicationMobile applicationsSharing responsibility Scheduled time applicationsSubscribing to and re-publishing content

ROI

“The problem with trying to determine ROI

for social media is you are trying to put numeric quantities around human interactions and conversations which are not quantifiable”

Jason Falls, Director of social media for Doe Anderson

http://www.socialmediaexplorer.com/2008/10/28/what-is-the-roi-for-social-media/

Think ROE

Return on Engagement

Incoming traffic from links

Number of people subscribed

Track backs or linked conversations

Comments

Is this going to satisfy the Finance Director?

Probably not

Measurement and results

• Embedded analytic tools on social media sites e.g.:– YouTube insights– facebook insights

• New recruits• Track with 0800 / 0845 numbers• Questionnaires • Website analytics (Google analytics)• Video views• Subscribers• Quality blog comments and subscribers

1. Listen to/observe what the target audience is doing in social media

2. Create a “social object” that is relevant to the brand and of genuine interest*

3. Segment the target. Give them something they can join.

4. Allow them to engage via their preferred platform of choice – create multiple interfaces to your community

5. Make the experience better when shared

10-steps for successful social media:

* http://www.kyle.mathews2000.com/node/60

6. Optimise your content for sharing - particularly via news feeds and Twitter

7. Use paid-for media to get the ball rolling

8. Take advantage of extreme targeting offered by social networks

9 . Make sure you have the resources to manage your community management and refresh the content.

10. Track the results and optimise where necessary

10-steps for successful social media:

Universal McCann: Power to the People Social Media Tracker, Wave 4http://www.slideshare.net/Olivier.mermet/universal-mc-cann-wave4

Year on Year internet users have

dramatically increased their familiarity and usage with social media

The Future

Tomorrows consumers are today’s digital natives

Much like the older generation have troublewith this new technology, they would havetrouble living without it.

The digital native

By the time today’s 10 year olds are 15, they will already have some ingrained preferences to certain brands because of

that companies online communication

The digital native

Close

Not just for teenagers

Its just like what you do in real life

We can be more efficient with how we communicate

We can hang out were our employees now hang out

Thank you

hello@eskimosoup.co.ukhttp://www.eskimosoup.co.uk/facebook

www.eskimosoup.co.uk/twitter