HR Southwest: Social Media Primer

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


Conversations between people over the internet.


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


What does social media do?

• Builds trust

• Conveys transparency

– Mix of personal and professional

– Shows passion

• Has versatility

• Offers speed

• Provides cost efficiency


Anyone I know on social media?

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!


Blogs


Company Blogs

• Establish corporate culture

• Communicate to customers

• Communicate to candidates

• Convey learning experiences


Corporate Blogs - Walmart


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


http://compforce.typepad.com/compensation_force/

http://www.fistfuloftalent.com/

http://www.hrbartender.com/

http://www.punkrockhr.com/

http://www.hrcapitalist.com/

http://www.yourhrguy.com/

LinkedIn

• “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


Professional Uses for LinkedIn

• Networking

• Recommendations

• Job Search

• Freelance and/or Consulting Work

• Get advice

• Research People and Companies


Linked In - Individuals


LinkedIn Companies - Starbucks


LinkedIn Groups

• Society for Human Resource Management (SHRM)

• HR Southwest

• Dallas HR

• ASTD

• JobAngels


LinkedIn - SHRM Group


LinkedIn Discussions


Facebook

• 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


Look who’s on Facebook!


Also on Facebook!


Business Uses for Facebook

• Recruiting

• Employee Groups / Alumni Networks

• Association Information

• Media Communication

• Events

• New Products/Services


Business Uses for Facebook

NewProduct Launch2009 HR SOUTHWEST

Human Resources Conference and Exposition

Twitter

• 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


Twitter – HR Bartender


Corporations on Twitter

Tweeps on Twitter

• @shrm

• @SHRMcoo

• @SHRMPA

• @SHRM_Research

• @TxStateCouncil

• @DallasHR

• @sharlyn_lauby

• @worldatwork

• @ASTD

• @FastCompany

• @HarvardBiz

• @WSJ


The Power of Twitter - Hashtags

• Put a # in front of a term

• All Tweets with that hashtag are aggregated

• Examples:

– #whatido

– #shrm09


Hashtags - #whatido


Hashtags - #SHRM09


Think of social media

• As an extension of your current communications etiquette– Voicemail– Email – Faxes– Memos– Conversations with media


If you trust your employees to answer the phone…

…why not trust them with social media?


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


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


What can I communicate?

• Customer Service success stories• Research• Conversations

– Customers– Prospects– Stakeholders– Media

• eCommerce (@DELLOutlet)2009 HR SOUTHWEST


Transparency and Control

• This is the hardest part

• You’ve already lost control

• Jargon, Clichés, Acronyms, Bravado


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:


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


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


“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


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


Case study #3: Zappos

• Sales– Founded in 1999– $1.6M in 2000– $1B in 2008

• Complete Focus on Customer Service


“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


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


Sharlyn Lauby

Thank You!

Sharlyn Lauby, SPHR, CPLP

ITM Group, Inc.

www.itmgroupinc.com

@Sharlyn_Lauby

Sharlyn Lauby


http://www.itmgroupinc.com/

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HR Southwest: Social Media Primer

Social Media

Transcript of HR Southwest: Social Media Primer