making social media work for you february 2011

Making social media work for you

by Toronto Training and HR

February 2011

Contents3-4 Introduction to Toronto

Training and HR5-10 Fad or here to stay?11-12Age differences13-14Links with employee

engagement15-17Social learning18-22Developing an acceptable use policy23-24Safeguarding the brand from

criticism online25-29Great brands30-33Who’s using social media34-40Tips for success41-44Trends for 2011 45-50Case studies51-52Conclusion and questions

Introduction

Introduction to Toronto Training and HR

• Toronto Training and HR is a specialist training and human resources consultancy headed by Timothy Holden

• 10 years in banking• 10 years in training and human resources• Freelance practitioner since 2006• The core services provided by Toronto Training and HR

are:- Training course design- Training course delivery- Reducing costs- Saving time- Improving employee engagement &

morale- Services for job seekers

Fad or here to stay?

http://www.youtube.com/watch?v=sIFYPQjYhv8

Fad or here to stay? 2 of 5Blog Readership• More than 133,000,000 blogs

have been indexed since 2002

• 77% read blogs• 1 in 5 report blogging daily• 2/3 of bloggers are male• 72% of bloggers are hobbyists• 58% say they are better-

known in their industry because of their blog

Sources: 2009 State of the Blogosphere by Technorati.

Fad or here to stay? 3 of 5

http://www.facebook.com/search/?q=coca+cola&init=quick#/cocacola?ref=search&sid=559259377.2885558222..1&__a=1&_fb_iframe_path=%2Fcoca-cola


LinkedIn• 65 million members in 200

countries on all 7 continents

• ½ the traffic comes from outside the US

• Executives from all Fortune 500 companies are on LinkedIn

• LinkedIn adds a new member every second

Sources: LinkedIn Web site, LinkedIn Blog

http://press.linkedin.com/about

http://blog.linkedin.com/2009/10/14/linkedin-50-million-professionals-worldwide/

http://www.linkedin.com/


YouTube• 12.8 billion downloads in Jan.

2011• Every minute, 24 hours of

video is uploaded• 18-55 year olds, evenly male

and female

Online video• 34.4 billion downloads in Jan.

2011• 84% of the U.S. Internet

audience has watched a video

• 12.2 hours of video per viewer in Nov. 2010

http://www.youtube.com/channels?s=mv&t=a&g=7

Age differences

Age differencesGet more work doneGet better work doneLearn truly useful thingsLearn more in less time

Links with employee engagement

Links with employee engagement

Why is engagement important?Key factors in employee engagementHow can social media enhance employee engagement?Social media toolsHow are social media tools being used?Challenges to adopting social media toolsCorporate culture is keyExplore social media tools to increase employee engagement

Social learning

Social learning 1 of 2QUESTIONS TO ASKHow can we support those who are already working and learning collaboratively?How can we build on what is already happening?How can we encourage those who are not alreadyworking and learning collaboratively to do so?How can we provide services to individuals andteams to help them address their learning andperformance problems using collaborative approaches?

Social learning 2 of 2A SUPPORTIVE BOTTOM-UP APPROACHLearning & development does not own social learningAutonomy is a powerful motivatorBetter results come from ‘getting out the way’

Developing an acceptable use policy

Developing an acceptable use policy 1 of 4

Start by expanding your company's existing acceptable use policies governing email and web communications.Clearly specify what is acceptable and what is inappropriate to post to social media sites.State what can be posted during business hours and outside of business hours (if indeed there is any difference). Where there is no differentiation, clearly state this in the policy.Let employees know that messages posted to social media sites will be monitored-this is vital.


Review all privacy settings on social media sites that contain your corporate profile. Educate staff about privacy settings too. Opting for minimal settings can expose your network to malware directed at popular social media sites.Consider developing multiple Acceptable Use Policies (AUPs) for globally distributed staff, to cater for the laws of different countries.Once you have taken these first steps, technology then can be used to remind employees of their responsibilities to protect company reputation and information. Rulesets within your email and web content management can then be used to enforce the social media AUPs.


CONTENT FILTERSPreventing the posting of inappropriate language or brand names to social media sites.Preventing inappropriate images from being postedBlocking of incoming or outgoing file types over social media (e.g. Excel spreadsheets and databases).Blocking access to dangerous websites, such as gambling sites, that are known to be hosting malware.Dividing websites into work-related and non work-related sites, to track usage.Dividing social media access by job description, to manage non work-related usage.


CONTENT FILTERSApplying granular social media controls, such as read only rules on the corporate Facebook account, depending on employees' roles. Look for granular social network controls that can be set by network.Enforce AUP by allowing timed access to social media sites during working hours to maintain productivity and to non-work related sites and webmail during lunch breaks, before 9am and after 5pm.Limit the installation of plug-ins such as games on social network sites, as these can impact productivity and network security.

Safeguarding the brand from criticism online

Safeguarding the brand from criticism online

Your brand and good name are precious, so make time to monitor what is being said onlineConsider whether any detractor’s criticism is valid and, if it is, take appropriate action to remedy itLet your employees know that their feedback is welcomes and will be acted onEstablish a policy on social media usage to guide employeesBe prepared to intervene immediately to quash any falsehoods about your companyUse social networking to proactively promote your brand

Great brands

Great brands 1 of 4FUNDAMENTAL QUALITIESThey offer and communicate a clear, relevant customer promiseThey build trust by delivering on that promiseThey drive the market by continually improvingthe promiseThey seek further advantage by innovating beyondthe familiar

Great brands 2 of 4KEEP YOUR EYE ON THE BALLDon’t throw out your playbookUse social media primarily for insightStrive to go viral but protect the brandEngage, but follow the social rules

Great brands 3 of 4REPUTATION WARFAREAvoid disproportionate shows of forceDon’t let bureaucracy get in the way-respond at high speed.Empower your team to help tell your organization’s side of the storyGo rogue: new media can be your friendFind sympathetic third parties to serve as “force multipliers”Stockpile credentials now for use in battles ahead

Great brands 4 of 4SPENDING MONEY IN THE RIGHT PLACESThen-the funnel metaphorNow-the consumer decision journeyBlock that metaphorThe journey in practiceLaunching a pilotTaking actionA customer experience planNew roles for marketingStarting the journey

Who’s using social media?

Who’s using social media? 1 of 3

INDUSTRIESSearch enginesAdvertising and marketingBankingTraditional media (Publishing, TV & radio)Toys and games


JOB TITLESMarketing/Chief Marketing OfficerHuman Resources and recruitingCommunications and public relationsITSales


COMPANIESGoogleMicrosoftAmazonJuniper NetworksAdobe

Tips for success

Tips for success 1 of 6Define your goalsListenDraft a simple social media policyStart conversationsHumanize your organizationEstablish your identityKnow your customersReward true fansAcknowledge screw-upsFrom online to offline

Tips for success 2 of 6MONITOR AND OPTIMIZEFor ROI, your social-media efforts must either earn or save you money. Determine which actions leading to sales have a financial impact on your business, and decide which baseline metrics you’ll use for comparison. Monitor for patterns that correlate your social-media interactions to such metrics as:

Tips for success 3 of 6MONITOR AND OPTIMIZESales revenueNumber of transactionsNumber of customersPer-order expenditureIn-store traffic

Tips for success 4 of 6MONITOR AND OPTIMIZEIf sales or savings aren’t your main goals, then monitor:Awareness: numbers of fans or followers, mentions or incoming linksNon-financial conversions: numbers of downloads, newsletter sign-ups or forwards to friendsRelationships: numbers of interactions or types and quality of initiationsEngagement: presence of unique visitors, repeat visits or durations of time on site

Tips for success 5 of 6MONITOR AND OPTIMIZEPlan so you can measure, and measure so you can improve. The web isn’t static, so your campaigns must evolve and improve constantly to meet your business objectives and your audience’s needs.

Tips for success 6 of 6AVOID COMMON MISTAKESLack of a specific and human-sounding toneMistakes with the frequency of deliveryMix of the content is wrong

Trends for 2011

Trends for 2011 1 of 3Gen Y women are far more cautious then Gen Y men when it comes to social media and work-related issues. Overall, only 31% of Canadian 15-34 year olds believe companies should allow employees to use social media at work. However, far more men support the idea than women. While only 26% of women agree companies should allow their employees to use social media at work, 36% of men agree. The figures for the UK are exactly the same as Canada for men and women. Despite there being greater support overall, almost the same pattern emerges in the USA, with men agreeing with the statement 8% more thanwomen.

Trends for 2011 2 of 3Women are using their offline support networks far more to discuss career matters than men. Young couples talk most about their work and careers both online (30%) and offline(63%). In contrast young parents talk least about their work both online (22%) and offline (51%).Gen Y singles, couples and young parents have on average around one quarter of their online social network made up of people from their workplace. In fact, the older end of Gen Y displayed attitudes that were far more open to mixing work and social media than their younger Gen Y counterparts.

Trends for 2011 3 of 3Generation Y are not half as supportive of social media as you might expect. High school students in Canada, the USA and the UK are the least supportive of allowing social media in the workplace –45% don’t think it should be allowed in Canada, 40% in the UK and 37% in the USA. Young parents in the three countries are far less dismissive - only 30% don’t think it should be allowed in the workplace in Canada, 28% in the UK and only 22% in the USA.

Case study A

Case study B

Case study C

Conclusion & Questions

Conclusion

SummaryQuestions

making social media work for you february 2011

Business

specialist training

hrtoronto training

youby toronto training

training course delivery

training course design

social media34

social learning18

social media work