Post on 04-Dec-2014
description
Tapping Into The Power Of Social Technologies
Charlene Li
Altimeter Group
HR West 2009
April 28-29, 2009
South San Francisco, CA
Is this what social media is about?
Source: Wordle.net
What kind of relationship do you want?
3
TransactionalOccasionalImpersonalShort-term
TransactionalOccasionalImpersonalShort-term
PassionateConstantIntimate
Loyal
PassionateConstantIntimate
Loyal
Focus on relationships, not technologies
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5
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“What’s the ROI?”
Process and goals lead to strategy
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Learn with monitoring tools
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Real time monitoring with tools like Radian6
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Also learn from employees
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Engagement Pyramid
Base: Global active Internet users (uses the Internet every day/every other dayNote: Percent of active Internet users that do this at least weeklySource: Universal McCann Social Media Tracker Wave 3, March 2008
• Edit a wiki• Moderate a forum
• Write in a blog – 21% • Upload a video – 18%
• Rate a product or service• Comment on a blog post• Write in a discussion forum
• Share online video – 37%• Update profile – 35%• Upload photos – 23%
• Watch online video – 59%• Read blogs – 48%• Download podcasts – 23%
Finding candidates
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Fish where the fish are
The traditional way to recruit – pushing to a site
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Connect with prospects on Facebook
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Video interviews on YouTube
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Twitter updates from a company recruiter
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Networking activities are aggregated together
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HP and Microsoft use blogs to start a dialog
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Use Twitter to share open positions
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Follow the people you want to hire
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Support yourself with HR communities
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Create a group on LinkedIn
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Staying connected with alumni
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BlueShirtNation.com supports Best Buy’s front line employees
Internal Twitter enhances email and IM
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Innovation comes from multiple places
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Avenue A | Razorfish internal wiki encourages innovation and sharing
• All pages are editable
• Employees finds expertise, information in minutes
• Users drive new features
How to get started
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#1 Assess your company mindset
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Social media mindsets
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Find the “moments of truth”for each mindset
#2 Start small
Experiment
Listen first
#3 Use the right metrics
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Your goals determine your metrics
Use the same metrics as your marketing goals
Example “micro” metrics
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Higher order metrics to consider
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How likely are you to recommend this to someone you know?
Net Promoter Score
Lifetime revenueCost of acquisitionCost of retentionCustomer referral value (CRV)
Lifetime Value
#4 Prepare for organizational change
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Social networks will disrupt traditional organization structures
Page 36
Where are customers in your organization?
An essential tool to have
Contact Information:
Charlene Li
Altimeter Group
650/350-1171
charlene@altimetergroup.comTwitter @charleneli
Slides available at slideshare.net/charleneli