UNIONS AND ONLINE EMPLOYEE ENGAGEMENTWalter Orechwa Ogletree DeakinsCEO Projections, Inc. Labor Law Solutions

December 6, 2018

THE CHALLENGE

Employees are vulnerable to underground organizing

tactics

“

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IF YOU CAN PLAN A PARTY WITH AN APP, YOU SHOULD BE ABLE TO

ORGANIZE WORKERS.

- Moshe Marvit, fellow at The Century Foundation

“

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WITH AN APP, WORKERS COULD GET 30% OF THE CARDS SIGNED BEFORE THE EMPLOYERS KNOW

WHAT'S HAPPENING.-Mark Zuckerman, The Century Foundation

CURRENT TRENDS

•89% of adults use the internet•77% of adults own a smart phone•69% of adults use online social media networking sites

CURRENT TRENDS

•YouTube 73%•Facebook 68%• Instagram 35%•Pinterest 29%•Snapchat 27%

CURRENT TRENDS

•LinkedIN 25%•Twitter 24%•WhatsApp 22%

CURRENT TRENDS

•LinkedIN 25%•Twitter 24%•WhatsApp 22%

The average employee uses 3 of these 8 social media platforms.

CURRENT TRENDS

•68% of all adults use Facebook•Facebook is popular among ALL demographics•74% visit at least once a day•45% get their news through Facebook

WHAT ARE UNIONS DOING NOW?

UNIONS: 3RD PARTY APPS

•UnionBase•Workit•CoWorker•Blind•NameTag• Slack

UNIONS: 3RD PARTY APPS

Workit + Facebook• 100,000 networked• 1 million conversationson Facebook•Claim credit for raisinghourly wages• 15,000+ app downloads

UNIONS: 3RD PARTY APPS

SLACK•UFCW effort•Whole Worker Campaign• Letter to Homes• Slack App Invite

UNIONS: 3RD PARTY APPS

Blind or TeamBlind• 50,000+ active companies•Average 40 minute session times• Send & receive private messages•Mobile designed•Online Salting?

Is your company active??

UNIONS: SOCIAL MEDIA

UNIONS: SOCIAL MEDIA

UNIONS: SOCIAL MEDIA

UNIONS: SOCIAL MEDIA

UNIONS: SOCIAL MEDIA

UNIONS: SOCIAL MEDIA

This electronic card is legally accepted by the National Labor Relations Board and will be used to secure Union recognition and collective bargaining rights. Initiation fees are waived for all current employees and no dues will be paid until your first contract has been accepted.

UNIONS: SOCIAL MEDIA

UNIONS: SOCIAL MEDIA

• Paid Digital Marketing Direct To Your Employees• PPC advertising• Keyword-targeted• Re-Marketing • Facebook data-driven ads

• Basic Demographics• Location• Interests (often job-related)• Company Name• Friend Lists• Actions Taken

UNIONS: SOCIAL MEDIA

• Facebook• Twitter• Instagram• YouTube• Snapchat• Custom Websites & blogs:

organizing campaigns, strikes,corporate campaigns, collective bargaining and negotiation

UNIONS: WEBSITES

• Award-winning Websites• Social Media Campaigns• 2900% Facebook growth• 221k Facebook fans• 10,631 Calls to Congress

regarding pension protection• 35% improvement in website

traffic

UNIONS: WEBSITES

UNION: WEBSITES• Password-protected• Exclusive• Controlled• Fresh• Timely

UNIONS: ONLINE-TO-OFFLINE ENGAGEMENT STRATEGY

•The Supporter Path of Engagement: > Small action > Opt-in> Low-commitment (online or in person)> Commit to participate (or lead)> Support

CASE STUDY: JETBLUE

• Ad Network• Geo-filter• Mobile friendly• Call to Action

• Interactive Survey• Answer redirect

CASE STUDY: JETBLUE APP

CASE STUDY: JETBLUE FACEBOOK

CASE STUDY: JETBLUE

YOUR PROACTIVE STRATEGY

Facebook•Likes and Follows•FB Messenger•FB Live

NISSAN FACEBOOK

NISSAN FACEBOOK

YOUR PROACTIVE STRATEGY

Instagram •Company events – create your story•#cleverhashtags•Employee successes•Mission/Vision memes

NISSAN INSTAGRAM

PROACTIVE STRATEGY

• Twitter•Press•Community•Strangers•Employer Branding

NISSAN TWITTER

NISSAN TWITTER

YOUR ACTION PLAN

•Educate Yourself• Join The Conversation•Attorney newsletters: On Point•Professional Associations•CUE Newsletter (www.cueinc.com)

YOUR ACTION PLAN

• Educate Yourself•Make Online Safety Part of your Culture• Show “Online Safety For Employees: Explained!”

YOUR ACTION PLAN

• Educate Yourself•Make Online Safety Part of your Culture• Show “Online Safety For Employees: Explained!”

•Communicate Consistently• Begin social media employee engagement• Create a “UnionFree.com” site

YOUR ACTION PLAN:

UNIONFREEWEBSITES

YOUR ACTION PLAN: UNIONFREE.COM CONTENT

•Union-Free Philosophy•Your Rights•Protect Your Signature•Current Campaign Issues•Company Positives

YOUR ACTION PLAN: UNIONFREE.COM CONTENT

•Finances•Membership•Constitution•Bargaining•Strikes

YOUR PROACTIVE SOCIAL MEDIA STRATEGY

•All Social Media Channels•Campaign updates•Address Issues•Build Employer Brand•Reminders to vote

YOUR PROACTIVE SOCIAL MEDIA STRATEGY

• Facebook•Promote to those who follow you•Native video• Employee Narratives•Ads to your pixeled (captured)audience• Facebook Lives (builds trust)

POWERFUL, SIMPLE, POSTED EVERYWHERE

YOUR PROACTIVE SOCIAL MEDIA STRATEGY

•Online Video (all channels)•Does not have to be overly “produced” but still professional – the message matters most!•Conversations• Employee Testimonials•Company Positives

POWERFUL, SIMPLE, POSTED EVERYWHERE

YOUR ACTION PLAN: UNIONFREE.COM

UnionFree.com Website Tips• FaceBook Pixel• Keep it Updated – embed Twitter feed• Include all Social Media links• FaceBook Messenger

Anonymous contact form (Q&A)

IS IT WORKING?

•Metrics To Track•Google Analytics (site visits)•Opt-Ins, Likes, Follows, Open Rates, Site Visits•Media Attention•Video Views•Engagement: Q&A’s etc.

IS IT WORKING?

•Metrics To Track•Google Analytics (site visits)•Opt-Ins, Likes, Follows, Open Rates, Site Visits•Media Attention•Video Views•Online Meeting Attendance•Engagement: Q&A’s etc.

2,244 votes against unionization and 1,397 in favor

HTTPS://UNIONPROOF.COM/OGLETREE

All slides, links, resources available here:

WALTER ORECHWACHIEF EXECUTIVE OFFICER

PROJECTIONS, INC.

THANK YOU!