April 12th, 2012 – 12:00pm to 12:30pm EDT

Presented by:Julie Andras

JAC! Creative Communications

The Power of Social Networking

Event #: 661 555 080 | Password: 1234For audio, call 1-877-668-4493

Social Media and Networking

• Social Media is not new; but the landscape changes rapidly

• Social Media is sharing of knowledge

• Social Media is a SocialSocially MediaMediated conversation

How pervasive is it?

• Half of Canadians are on social networks – over 17 million in Canada

• 2010 – 35% of online Canadians visited a social media site – now 50%

• 35% report that the time spent on a site has increased over the course of one year

• Age changing - Almost 2/3 of 35-54 year olds and over 40% of those over the age of 55 in Canada are now actively using Social Media

Top 3 Questions About HR and Social Media

• Which One?

• How Do I Start?

• What Value Will It Bring?

Which One?

• LinkedIn, Twitter, Facebook, YouTube, Pinterest, all have different strengths and weaknesses

• Community building tool -an effective way to engage and/or collaborate

• Determine the Goals - External? Internal? Both?

How Do I Start?

• Conduct a needs analysis

What Am I Doing Today

What Tools Am I Currently Using

Which Tools Are Working Well

What Do I Want To Do Tomorrow

What Tools or Resources Will I Need

What Value will it bring?

• How can my ROI be assessed?• Does it fit my corporate culture?• Will it build a community of interest?

The Tool Box

• Twitter

• Facebook

• LinkedIn

• Google+

• YouTube

• Pinterest

Which Sites Are People Using?

How HR Uses Social Media

Internal Communications

Collaboration

Knowledge Sharing

Training and Orientation

Retention

• External Communications

Recruitment

Brand Positioning

Reputation Building and Management

Inside the Four Walls

• Benefits, Training, & Online Orientation

• Internal Communications & Collaboration

• Monitoring – watching for Red Flags

• Legal Issues & Employment Agreements

• Communicating policies on social media

Retention

• Cultivate deeper relationships

• Gather feedback and respond

• Celebrate employee achievements

Alumni outreach

• Ambassadors for your company

• Word-of-mouth recruiting

• Return to your company

• On the flip side – track any negative comments not shared during exit interviews

Why Use Social Media?

• External Communications

Recruitment

Brand Positioning

Reputation Building and Management

Social recruiting

• 58% of job seekers follow because they want to become an employee

• 42% of job seekers are more likely to apply after they have interacted with the brand on-line

• Effective and low-cost way for employers to educate and qualify job seekers before they apply

Recruiting

• Social media is one part of an overall comprehensive recruitment plan

• Job seekers want the company to recognize them as unique, with content geared to their interests

• This content must do more than just broadcast information

• Need to connect with job seekers personally

Social Media and Behaviour

• Much can be learned from job seekers social media behaviour

• Choice of platform

• Transparency offers insight

• Fine line between work and leisure in social media

Brand Positioning/Reputation Management

• Using boards like Pinterest allow you to share the culture of your company

• Post topics and information that invite intereaction

• Monitor Your reputation

• Build Your Brand

External Privacy Issues

• AP Seattle Story 3/20/12 – Can you ask for passwords?

• Discrimination

• Legal Activities vs. Illegal

• Disclaimers

• Third Party Screening

Facebook

• 17,292,920 Facebook users in the Canada; 9 million log in daily

• The largest age group is currently 25 - 34 with total of 4 150 301 users, followed by the users in the age of 18 – 24

• There are 46% male users and 54% female users in Canada

Facebook Goals for Business

• Get Found

• Connect and Engage

• Create a Community

• Promote Content

Getting Started

• Join networks

• Promote the Page – Go Viral

• Leverage other social media platforms

• Optimize for Search

• Facebook Ads

for HR

• What is Twitter?

• Why is it valuable?

• How does it work?

• What does it make possible?

When does Twitter work?

• You want to build a community of interest and/or collaboration

• You want to ensure information is being delivered in a timely manner

• You want to create excitement or buzz

• Grass-roots vs. systematic

Measurement for Facebook and Twitter

• Number of followers …..but:

Follower engagement more important

Measurable links:

• Clickthroughs

• Conversations

• Context

Ripple Effect

• Retweets, reposting your links

New and Now

• Management Tools for tracking multiple social media accounts

• Easy-to-use measurement tools on-line, e.g. visual.ly for Twitter

• New apps for SmartPhones

• Consolidation of social media across all platforms to access anywhere, anytime

Management

Measurement

• There are many tools now on the market to measure the impact of your social media program

• Free vs. Fee

Free and Easy Measurement

• Simply Measured - Facebook

FB content analysis, Fan page report, Twitter followers

• Hashtracking - Twitter

Tracks up to 1,000 results for a hashtag, producing view of who is participating and how much

• Engagement Tools – e.g. HootSuite, Tweetdeck

Provide functionality and analytics

• Crowdbooster – new and emerging

Gives social media advice, suggests peak post times and influencers

Google Analytics

Just announced new reports to measure and analyze social media and how they drive value

Fee-Based Measurement

• Many companies offer consulting and management services for social media

• “You Get What You Pay For”

• Larger fee-based companies offer full-time service and dedicated customer service

• Products can be more powerful than the free tools available on-line

Where to Begin

1. Commit resources

2. Determine who your audience is

3. Create relevant content – be consistent

4. Engage in conversations

5. Track reputation and results

6. Explore apps

Lessons Learned….

• Always respond to negative comments

• Don’t confuse your audience with inconsistent messages

• Beware of over-stepping privacy

• Never go undercover by using fake profiles

• Do not fit your culture with your online audience

It is not the strongest of the species that survive, nor the most intelligent, but the one

most responsive to change.

- Charles Darwin

Contact Information

Julie AndrasJAC! Creative Communications

Julie.andras@gmail.com

705.341.3909

Jay RosalesDrake International

jrosales@na.drakeintl.com

416.216.1070 (Direct)

Contact Information

April 19th, 2012, 12:00 pm EDT to 12:30 pm EDT

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