HR Southwest: Social Media Primer
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Transcript of HR Southwest: Social Media Primer
2009 HR SOUTHWESTHuman Resources Conference and Exposition
2009 HR SOUTHWESTHuman Resources Conference and Exposition
HR Rocks!
Friends, Fans, Connections, and Tweeps: A Social
Media Primer for HR
Sharlyn Lauby, SPHR ITM Group, Inc.
Today’s Presentation
• Realize the trends
• Understand the impact
• Discuss common social media sites
• Outline pros/cons
• Present a strategy framework
2009 HR SOUTHWESTHuman Resources Conference and Exposition
Conversations between people over the internet.
2009 HR SOUTHWESTHuman Resources Conference and Exposition
What is Social Media?
Why use social media?
• Everyone is using social media
– 110 million people (Anderson Analytics)
– 600,000 new users to Facebook each day
– 66% increase in blog reading
• Manage your online reputation
• 35% of Fortune 100 is using it (Ford, Dell, Comcast)
• Low cost, if not no cost
2009 HR SOUTHWESTHuman Resources Conference and Exposition
What does social media do?
• Builds trust
• Conveys transparency
– Mix of personal and professional
– Shows passion
• Has versatility
• Offers speed
• Provides cost efficiency
2009 HR SOUTHWESTHuman Resources Conference and Exposition
What kinds of social media exist?
• Blogs (readers)
• LinkedIn (connections)
• Facebook (friends, fans)
• Twitter (tweeps)
Let’s learn about Blogs first using the following video . . . lights please!
2009 HR SOUTHWESTHuman Resources Conference and Exposition
Company Blogs
• Establish corporate culture
• Communicate to customers
• Communicate to candidates
• Convey learning experiences
2009 HR SOUTHWESTHuman Resources Conference and Exposition
Human Resources Blogs
• Compensation Force - http://compforce.typepad.com/compensation_force/
• Fistful of Talent – www.fistfuloftalent.com • HR Bartender – www.hrbartender.com• Punk Rock HR – www.punkrockhr.com• The HR Capitalist – www.hrcapitalist.com• YourHRGuy – www.yourhrguy.com
2009 HR SOUTHWESTHuman Resources Conference and Exposition
• “A New User Every Second”
– Reid Hoffman, CEO (Social Recruiting Summit)
• Typical user
– Senior level (44% manager and above)
– Decision makers (66%)
– Over age 40
– College grad
– Makes over $100,000/year
2009 HR SOUTHWESTHuman Resources Conference and Exposition
Professional Uses for LinkedIn
• Networking
• Recommendations
• Job Search
• Freelance and/or Consulting Work
• Get advice
• Research People and Companies
2009 HR SOUTHWESTHuman Resources Conference and Exposition
LinkedIn Groups
• Society for Human Resource Management (SHRM)
• HR Southwest
• Dallas HR
• ASTD
• JobAngels
2009 HR SOUTHWESTHuman Resources Conference and Exposition
• 200 million active users
– 65% + are outside of college
– Fasting growing demographic is 35+ years old
• Typical user
– 120 friends
– 6 million users becomes fans of pages each day
– 100 million users log on at least once a day
– 30 million access FB through a mobile device
2009 HR SOUTHWESTHuman Resources Conference and Exposition
Business Uses for Facebook
• Recruiting
• Employee Groups / Alumni Networks
• Association Information
• Media Communication
• Events
• New Products/Services
2009 HR SOUTHWESTHuman Resources Conference and Exposition
Business Uses for Facebook
NewProduct Launch2009 HR SOUTHWEST
Human Resources Conference and Exposition
• 3rd largest social networking site after Facebook (Feb 09)
• 1382% monthly growth (Nielsen, Mar 09)
• Average user age is 35
• Micro blog
• 140 characters
• Followers and Following
2009 HR SOUTHWESTHuman Resources Conference and Exposition
Tweeps on Twitter
• @shrm
• @SHRMcoo
• @SHRMPA
• @SHRM_Research
• @TxStateCouncil
• @DallasHR
• @sharlyn_lauby
• @worldatwork
• @ASTD
• @FastCompany
• @HarvardBiz
• @WSJ
2009 HR SOUTHWESTHuman Resources Conference and Exposition
The Power of Twitter - Hashtags
• Put a # in front of a term
• All Tweets with that hashtag are aggregated
• Examples:
– #whatido
– #shrm09
2009 HR SOUTHWESTHuman Resources Conference and Exposition
Think of social media
• As an extension of your current communications etiquette– Voicemail– Email – Faxes– Memos– Conversations with media
2009 HR SOUTHWESTHuman Resources Conference and Exposition
If you trust your employees to answer the phone…
…why not trust them with social media?
2009 HR SOUTHWESTHuman Resources Conference and Exposition
Pros and Cons
Pros
• New• Can be fun• Quick• Access to information• Brand awareness• Competitive position
Cons
• New• Takes time• Misunderstood• Loss of control• Distraction• Not right for company
2009 HR SOUTHWESTHuman Resources Conference and Exposition
A Strategic Approach to Using Social Media
STRATEGY FOLLOW CREATE ENGAGE
Marketing and Customer Relations
Your customers and potential customers who are interested in your and similar products or services
Content relevant to your customers: tips, company info, discount codes, and links to online promos and sales
Respond to comments about your and similar products/service; answer questions; check replies and direct messages
Brand Management
Your brand, products, relevant issues, industry leaders, related groups, news/media
Insights and expertise; become a thought leader. Direct to info and other resources
Be transparent and add value; answer questions and respond to comments; help others
Event CoverageThose interested or attending the event, media
Event information, updates, behind the scenes coverage
Create face-to-face meetings; chat with attendees; ask and answer questions
Issue AdvocacyThose interested in your cause, industry leaders, media
Added value: issue alerts, background info, fundraising resources
Know your followers, thank them for support, get them involved
Implementing a strategy
• Decide your objective
• Find an evangelist
• Consider your employees
• Invest in technology
• Keep it simple
• Listen first
2009 HR SOUTHWESTHuman Resources Conference and Exposition
What can I communicate?
• Customer Service success stories• Research• Conversations
– Customers– Prospects– Stakeholders– Media
• eCommerce (@DELLOutlet)2009 HR SOUTHWEST
Human Resources Conference and Exposition
Transparency and Control
• This is the hardest part
• You’ve already lost control
• Jargon, Clichés, Acronyms, Bravado
2009 HR SOUTHWESTHuman Resources Conference and Exposition
Case Study #1 - Amazon
• Deleted sales rankings of gay and lesbian themed books
• Writer Mark Probst blogged about it
• Posted on Sunday, April 12 at 2:08 a.m.
• Within 24 hours, here’s what happened:
2009 HR SOUTHWESTHuman Resources Conference and Exposition
Can you say wildfire?!
• #AmazonFAIL (#1 trending topic on Twitter)
• 5,000 blog posts
• The AmazonFAIL Group on Facebook with 1,200 members
• Online petitions – one had over 9,000 signatures
• Blogger launched online campaign to redefine Amazon rank…page was #2 in Google search
• Protest logo was created along with boxer shorts, t-shirts and other apparel
2009 HR SOUTHWESTHuman Resources Conference and Exposition
Case Study #2 – Domino’s
• Monday, April 13
• Two employees posted a video on YouTube
• In one week, over 1 million views
– 3rd highest spot on YouTube
• Employees fired and facing charges
2009 HR SOUTHWESTHuman Resources Conference and Exposition
“Nothing is local anymore. That’s the challenge of the Web world. Any two idiots with a video camera and a dumb idea can damage the reputation of a 50-year old brand.”
Tim McIntyreSpokesperson, Domino’s
2009 HR SOUTHWESTHuman Resources Conference and Exposition
Responding to Attacks
• Monitor social media 24/7/365• Respond quickly
– “We’re looking into it.”• Respond at the flashpoint
– Create a credible presence in blogs & social media• Educate workers• Foster a positive culture• Set clear guidelines
– Add a crisis strategy2009 HR SOUTHWEST
Human Resources Conference and Exposition
Case study #3: Zappos
• Sales– Founded in 1999– $1.6M in 2000– $1B in 2008
• Complete Focus on Customer Service
2009 HR SOUTHWESTHuman Resources Conference and Exposition
“Don’t talk about the shoes.”
• Establish personal connection– 12 blogs
• CEO• COO• 10 Consumer Interest (Parents, Health, Fashion,
Runners, Outdoors, Extreme Sports, etc.)
• Almost 500 employees on Twitter
2009 HR SOUTHWESTHuman Resources Conference and Exposition
How Would I Get Started?
• Establish a few (1-2) social media related goals
• Consider updating your communications policy to include social media
• Offer training for employees
• Experiment with using social media for recruiting, training and other HR projects
• HAVE FUN!2009 HR SOUTHWEST
Human Resources Conference and Exposition
Sharlyn Lauby
Thank You!
Sharlyn Lauby, SPHR, CPLP
ITM Group, Inc.
www.itmgroupinc.com
@Sharlyn_Lauby
Sharlyn Lauby
2009 HR SOUTHWESTHuman Resources Conference and Exposition