Social Media for Business Workshop - Winona Area SHRM Conference - March 13, 2012

1. why social media matters
for your business
#winonashrm12

2. who
am
i?
2
years
–
president,
unbridled
talent
llc
5
years
–
execu;ve
recruiter
7
years
–
social
media
anthropologist
18
years
–
human
resources
leader

4. yes...
or
no
my
company...
1.
has
a
strategy
in
place
-­‐
including
goals
&
measurements
-­‐
for
using
social
media
2.
is
using
linkedin
groups
for
business
purposes
or
has
a
company
page
3.
is
using
facebook
for
business
purposes
through
groups
or
a
company
page
4.
has
a
twiGer
account
or
allows
employees
to
tweet
as
company
representa;ves
5.
uses
interal
or
external
blogs
for
sharing
informa;on,
driving
website
traffic
6.
has
a
youtube
channel
and
posts
videos
about
company
culture,
products,
etc
7.
i’m
familiar
with
google+
and
using
it
personally
or
professionally
8.
i
have
a
foursquare
account
9.
i
share
pictures
using
instagram
10.
i’ve
pinned
something
on
pinterest

5. yes...
or
no
#
of
yes
answers...
8
–
10
=
you’re
a
social
media
ninja,
guru
&
expert!
(why
aren’t
you
up
here?)
6
–
7
=
you’re
so
close
to
being
a
ninja!
keep
it
up!
3
–
5
=
you’re
in
the
hunt
and
are
star;ng
to
explore.
be
brave!
0
–
2
=
i’m
glad
you’re
here!

6. SOCIAL
MEDIA

7. social
media
revoluIon
3.0

8. what
we’ll
talk
about
today
1. who is using social media
2. why you/your business should use social media
3. developing a social media strategy
4. monitoring & ‘listening’
5. engage & respond
6. the ‘big four’
7. a few more cool tools
8. measuring & adapting

9. who
is
using
social
media?

10. popular
social
media
sites
LinkedIn
150,000,000
TwiGer
200,000,000
Blogs
240,000,000
Facebook
850,000,000

11. everybody’s
doing
it
SOURCE:
hGp://www.mediabistro.com/alltwiGer/the-­‐pope-­‐is-­‐twee;ng-­‐once-­‐per-­‐day-­‐for-­‐the-­‐40-­‐days-­‐of-­‐lent_b18937

12. why
use
social
media?

13. evoluIon
of
communicaIon

14. build/grow
brand
awareness
SOURCE:
hGp://www.emarketer.com/Ar;cle.aspx?id=1008802&R=1008802

15.
78%
of
internet
users
conduct
product
research
online
SOURCE:
Pew
Internet
&
American
Life
Project,
2010

16. social
media
benefits
businesses
97%
of
marketers
who
include
social
media
as
part
of
their
overall
strategy,
agree
that
it
provides
benefits
and
value
to
their
business
(emarketer)
88%
responders
found
that
social
media
helps
grow
brand
awareness
41%
of
marketers
said
it
helped
reduce
costs
(wildfire
interac;ve)

17. aTracIng
customers

18. aTract
customers
SOURCE:
hGp://blog.hubspot.com/blog/tabid/6307/bid/10437/Study-­‐LinkedIn-­‐Is-­‐More-­‐Effec;ve-­‐for-­‐B2B-­‐Companies.aspx

19. aTract
&
recruit
talent
SOURCE:
hGp://web.jobvite.com/rs/jobvite/images/Jobvite%202010%20Social%20Recrui;ng%20Report_2.pdf

20. aTract
&
recruit
talent
• 57%
of
job
seekers
expect
a
company
to
interact
with
fans
&
followers
• both
ac;ve
&
passive
job
seekers
say
they
use
a
company’s
social
media
page
to
apply
to
jobs
posted,
ask
and
get
answers
to
ques;ons
and
get
informa;on
–
not
the
company’s
website
SOURCE
Careerbuilder/Personified
survey
June
2010

21. obtain
customer
feedback

22. obtain
customer
feedback

23. generate
leads
• search
for
keywords
related
to
your
business
• send
@
replies
to
those
who
might
be
interested
in
your
products
or
services

24. develop
a
stategy

25. align
with
the
business
strategy
brand
strategy
is
the
how,
what,
when,
and
to
whom
you
plan
on
communica;ng
your
product
or
service.
your
brand
is
not
your
product,
your
logo,
your
website,
or
your
name.
it’s
what
your
customers
perceive
about
you,
and
how
you
make
them
feel.

26. determine
responsibiliIes

27. plan
your
acIviIes
• create
a
content
calendar
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
• Recognize
a
• Post
“day-­‐ • Ask
a
• Share
• Chat
with
a
• Link
to
• Poll
Fan
or
in-­‐the
life”
Ques;on
Company
Recruiter
Career
Ques;on
Employee
photo(s)
news
informa;on
• Schedule
• Ask
a
an
Event
• Post
a
Ques;on
Video
• schedule
;me
• use
scheduling
tools
for
some
content

28. train
employees
• consider
the
benefits
of
allowing
all
employees
access
• develop
social
media
guidelines
for
your
company
• train
your
employees
on
your
policy
• share
examples
of
appropriate
&
inappropriate
use

29. define
success
measures
sample
ini*al
goals
branding/marke;ng
• improve
brand
presence
to
build
awareness
• increase
posi;ve
men;ons/sen;ment
about
our
brand
website
• increase
traffic
to
website
recrui;ng
• aGract
qualified
candidates
to
our
career
opportuni;es
• develop
a
source
for
ac;ve
&
passive
candidates

30. monitor
&
listen

31. monitor
&
listen

32. monitor
&
listen

33. monitor
&
listen

34. engage
&
respond

35. engage
&
respond

36. engage
&
respond

37. engage
&
respond

38. appreciate
brand
ambassadors

39. plan
ahead
SOURCE:
hGp://www.johnhaydon.com/2010/08/org-­‐facebook-­‐page-­‐decision-­‐flowchart

40. create
guidelines

41. brought
to
you
by
the
#4

43. who’s
using
linkedin?
• 150m+
members
in
over
200
countries
and
territories
• 2
new
members
per
second
• ~4.2
billion
searches
on
the
• >
2m
linkedin
company
pages
• mobile
page
>
15%
of
unique
member
visits
to
linkedin

44. linkedin...
keys
to
maximizing
• build
a
personal
profile
that:
– represents
your
company
well
– makes
candidates
want
to
connect
with
you
• ensure
your
company
profile
is
accurate/complete
• build
your
network,
search
for
candidates
• join
relevant
&
appropriate
groups

45. personalize
your
profile

46. create/update
your
company
profile

47. join
groups/get
involved

48. create
groups

49. quesIons?

51. who’s
using
facebook?
• has 130 friends
• 50% of users log on every day
• spends over 15 hours on facebook per month
• connected to 80 community pages, groups & events
>
800
million
users
worldwide
~155
million
US
SOURCE:
hGp://www.checkfacebook.com/

52. facebook...
keys
to
maximizing
• showcase
your
culture
&
employment
brand!
• fans
=
database
of
interested
users
• engage
with
fans
&
create
a
community
• link
back
to
your
corporate
website/careers
page

53. company
page

54. why
do
they
like
you?

55. why
do
they
leave
you?

56. when
should
you
post?

57. when
should
you
post?

58. quesIons?

60. who’s
using
twiTer?
• 200
million+
registered
users
• average
age
39
• 500,000
new
users
sign
up
per
day
• 1.6
billion
search
queries
on
twiGer
per
day
• 55%
of
ac;ve
twiGer
users
use
their
phone
to
tweet

61. twiTer...
keys
to
maximizing
• balance
promo;onal,
personal
&
conversa;onal
tweets
• be
a
“real
person”
–
use
your
real
voice/be
authen;c
• be
interes;ng,
informa;ve
and
entertaining
• share
links
to
interes;ng
&
informa;ve
stuff
• post
photos
from
“a
day
in
your
life”
(twitpics,
etc.)

62. how
to
be
successful
on
twiTer

63. search

64. quesIons?

66. who’s
blogging

67. blogging...
keys
to
maximizing
• establish
exper;se
and
credibility
• foster
rela;onships
with
candidates
(&
employees)
• post
informa;on
about
cool
job
opportuni;es
• share
industry
news/link
to
media
coverage
• link
to
your
other
social
media
efforts
• address
concerns
or
common
ques;ons

68. corporate
blogs
companies
that
blog
get
55%
more
website
visitors

69. personal
blogs

70. quesIons?

71. more
cool
tools

73. who’s
using
youtube?
• 490 million unique visitors each month
• 3rd most visited website on the internet
• 71% of americans watch videos online
• video watching outranks other online activities

74. youtube...
keys
to
maximizing
• make
your
employees
the
stars
• keep
videos
to
3
minutes
or
less
• share
your
videos
on
other
social
sites
• use
video
for
learning
&
development
ac;vi;es

75. youtube...
keys
to
maximizing

77. who’s
using
google+?
• launched
june
2011
• >
90
million
profiles
• 625,000
new
users
daily

78. google+...
keys
to
maximizing
• build
a
profile
• share
informa;on
• follow
influen;al
people
in
your
business

79. personal
profile

80. company
profile

82. who’s
using
foursquare?
• created
in
2009
• 10
million
registered
users
• average
of
3
million
check-­‐ins
per
day

83. foursquare...
keys
to
maximizing
• offer
deals
• add
;ps
• reward
loyal
customers

84. how
it’s
used

85. how
it’s
used

87. who’s
using
instagram?
• launced
october
2010
• free
photo
sharing
app
for
iphone
&
droid
• over
10
million
users
• 150
million
photos
uploaded
as
of
august
2011

88. instagram...
keys
to
maximizing
• post
interes;ng
images
• get
the
community
involved
• have
a
theme
• share
the
‘personality’
of
your
brand/culture

89. profile

91. who’s
using
pinterest?
• launched
in
2010
• fastest
growing
social
network
site
• 70%
of
users
are
female

92. pinterest...
keys
to
maximizing
• organize
&
share
photos,
videos,
;ps,
etc.
• think
visually

93. profile

94. quesIons?

95. group
exercise

96. group
exercise
1. discuss the tools you’re most excited about using in
the workplace – and why
2. generate some content ideas for your companies
social site(s). how many cool things can your group
come up with?
3. how do you/would you manage your time using
social media? does it cause more work or save time?
4. is the anyone in the organization that you are/or
should be partnering with in regards to using social
media in your area?

97. measure
&
adapt

98. analyIcs

99. be
flexible/adapt

101. wrapping
up

103. what’s
your
plan?

104. quesIons?

105. Thank you!
hGp://unbridledtalent.com
jennifer@unbridledtalent.com
hGp://www.facebook.com/UnbridledTalent
hGp://www.linkedin.com/in/jennifermcclure
hGp://twiGer.com/JenniferMcClure

106. Ime
to...
take
a