1. Cyberstakeholder Engagement:
Social Media & The Mining Industry
Zoë Mullard
Manager ‐ Communica?ons & Conferences
InfoMine

2. Enhancing Access to Informa?on: Social
Media Applica?ons and the Mining Industry
• Introduc?on to Social Media
• Case studies:
– Recruitment/Employment
– Investor Rela?ons
– Community Mobiliza?on
• Conclusions

3. Introduc?on to Social Media
Source: hGp://www.mwsolu?ons.ca

4. Network Economy/Informa?on Society
The network economy is founded on technology,
but it can only be built on rela?onships. It starts
with chips and ends with trust.
Kevin Kelly ‐ Wired Magazine

5. Social Media & The Mining Industry
• Conserva?ve; risk averse
• Regulated public par?cipa?on processes
Mining Industry • Nega?ve legacy
• Free informa?on & collabora?on
Social
• Foster networks
• Open plaRorms (opinions accepted) Media/Web 2.0

6. Use of Social Media (2009‐ 2010)
Web 2.0 Tools Currently Being Used
Other
9%
Blogs
LinkedIn 24%
11%
Flickr
6%
Wikis
YouTube 6%
7%
Facebook
Twitter
20%
17%

7. Growth of Social Media

8. Case Study 1
Recruitment using Facebook
• Uses:
• Listen to concerns and ques?ons
• Promote ac?ve hiring campaigns and current posi?ons
• Answer ques?ons from poten?al future employees
• Engage current employees to promote company
• Show video and images of work sites, jobs and employees
• Promote presence at events and career fairs
• Allow sharing of informa?on (viral effect)

9. Recruitment using Facebook

10. Recruitment using Facebook

11. Case Study 2
Investor Rela?ons using TwiGer
• Uses:
• Listen to commentary from financial blogs
• Elicit ques?ons prior to quarterly report calls
• Share industry news
• Link to analyst reports, trade info and resources
• Share answers to general ques?ons and comments
• Live videos or Twee?ng from mee?ngs and conferences
and share images from mines and mee?ngs
• Promote brand

12. Investor Rela?ons on TwiGer
• Q4 Websystems Report from 2011 indicated:
• Increasingly, professional investors follow one
another on TwiGer and StockTwits
• 3/5 financial bloggers use TwiGer for primary
source of news
• The natural resources leads for highest
percentage of adopters using TwiGer to share
investor‐related material

13. Investor Rela?ons on TwiGer

14. Investor Rela?ons on TwiGer

15. Case Study 3
Community Mobiliza?on using Social Media
• Uses:
• Listen to concerns and share ideas
• Raise awareness about issues through opinion,
documenta?on, videos and images
• Engage community in debate, discussion and reflec?on
• Disseminate news, images and reports
• Protest and voice opposi?on
• Organize events
• Recruitment
• Drive traffic to sites with pe??ons, branded materials, etc..

16. Community Mobiliza?on on a Wiki

17. Community Mobiliza?on on TwiGer

18. Community Mobiliza?on on Facebook

19. Opportuni?es
• Facilitate building and strengthening rela?onships
• Opportunity to tell stories beyond mainstream news
• Outreach to larger audiences
• Flexible plaRorms
• Access and monitor community sen?ment
Credibility Transparency Authenticity

20. Challenges
• New culture of communica?on
• Fear and perceived risks
• Alloca?on of human and financial resources
• No formal role for Web 2.0 in stakeholder engagement
processes
• Difficult to measure the value of interac?ons
• Lack of industry leadership

21. Conclusions in a “Tweet”
Web 2.0 is the canary
outside of the mine,
whose tweets alert
the industry to
possible dangers,
and whose presence
helps feather the
nest.