Social media and employees
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An overview of the process for leveraging employees for social media. Includes information on social media policies and guidelines, training. First given at Wappow! Search and Social Hawaii in September 2011.
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Social media and employees
- 1. Social Media and Employees Becky Carroll Founder, Petra Consulting Group
- 2. Americans expect a Social Media presence 87% of online Americans use Social Media Of those, 61% feel: • Stronger connection • Better service Source: Cone Survey 2010 Customers ROCK! Copyright 2012 Becky Carroll
- 3. 81% of Fortune 500 firms have a social media policy Customers ROCK! Copyright 2012 Becky Carroll
- 4. 81% of Fortune 500 firms have a social media policy Only 31% conduct formal training Only 22% receive one Customers ROCK! Copyright 2012 Becky Carroll Customer Experience Impact Report 2010 North America Source: RIghtNow Technologies
- 5. The Corporate Social Media Ecosystem Source: Dachis Group, Connecting Employees to Social Media Customers ROCK! Copyright 2012 Becky Carroll
- 6. Set Up for Success Policies + Training Monitoring Effective employee participation Customers ROCK! Copyright 2012 Becky Carroll
- 7. Policy and Guidelines Customers ROCK! Copyright 2012 Becky Carroll
- 8. Social Media Policy – A Safety Net • Want: Environment that makes it easy to succeed • Must be a living document • Goes hand in hand with governance Customers ROCK! Copyright 2012 Becky Carroll
- 9. Summary of best practices • Create at least two policies • Expectations for all • Operational for social media employees • Leverage employees as ambassadors • Provide clear guidelines for brand usage (logo, etc) • Post internally where can be easily found • Can post externally as well • Hyperlink to all other relevant policies and contacts (Source: SocialMediaGovernance.com) Customers ROCK! Copyright 2012 Becky Carroll
- 10. Good Social Media Policies Source: Likeable Media Customers ROCK! Copyright 2012 Becky Carroll
- 11. It Takes a Team Social Strategist: Coordinate and view strategically Training: Create and incorporate into current assets Marketing: Keep company messaging consistent Legal: Review social media policies and guidelines Product: Integrate current company offerings Web Development: Create an online portal for assets Source: Mashable Customers ROCK! Copyright 2012 Becky Carroll
- 12. Training Customers ROCK! Copyright 2012 Becky Carroll
- 13. Three good reasons for training • Help employees understand company expectations • Provide opportunity to discuss ramifications • Supports company if a legal issue arises Customers ROCK! Copyright 2012 Becky Carroll
- 14. Training contents • Current branding and communications • Difference between corporate and personal • Importance of disclosure • Social media “voice” • Actions to avoid Customers ROCK! Copyright 2012 Becky Carroll
- 15. Sharing the knowledge • Make part of the employee on-boarding process • Existing employees also need training • Include partners, vendors – and execs! • Refresh at least annually (review quarterly) Customers ROCK! Copyright 2012 Becky Carroll
- 16. An ongoing process • Regular sharing of information keeps it fresh • Get creative! • Best practice sharing sessions with practitioners • Create a certification • Update immediately after crises/events Customers ROCK! Copyright 2012 Becky Carroll
- 17. Trust and Verify by Monitoring Conversations Customers ROCK! Copyright 2012 Becky Carroll
- 18. Lots of free listening tools… Customers ROCK! Copyright 2012 Becky Carroll
- 19. Best Buy: A Social Business Best Buy Staff — 180,000 employees — Majority are 24 years old, or younger “I'm responsible for what I say online, and I expect the same of my employees. The only guideline is that they act within our values.” Brian Dunn Source: BusinessWeek.com Customers ROCK! Copyright 2012 Becky Carroll
- 20. Best Buy’s @Twelpforce • Customer service on Twitter • Over 2000 employees have signed up so far – including floor associates, store operations, call center Customers ROCK! Copyright 2012 Becky Carroll
- 21. Listening, learning • John Bernier coaching team of Best Buy Tweeters • Focus: Helping, not spamming or selling customers • Visible social media policy and ongoing training Customers ROCK! Copyright 2012 Becky Carroll
- 22. Internal Communities Started with Blue Shirt Nation — Join groups — Make friends — Swap stories — Support each other — Problem solve together Now: WaterCooler Wiki — Over 1 million employee posts Other internal forums and communities Customers ROCK! Copyright 2012 Becky Carroll
- 23. Using Social Media for Employee Learning Source: Gina Debogovich, Community 2.0 Customers ROCK! Copyright 2012 Becky Carroll
- 24. Set Up for Success Policies + Training Monitoring Effective employee participation Customers ROCK! Copyright 2012 Becky Carroll
- 25. Resources Social Media policies — http://socialmediagovernance.com/policies.php — Intel’s and IBM’s social media policies (use Google) The Hidden Power of Your Customers by Becky Carroll Social Business, Smart Business by Michael Brito Community Roundtable Social Media Today Customers ROCK! Copyright 2012 Becky Carroll
- 26. See you on Twitter! Becky Carroll Author, The Hidden Power of Your Customers Founder, Customers ROCK!/Petra Consulting Group becky@petraconsultinggroup.com (858) 481-6373 (858) 692-4778 (cell) Subscribe to my Business Blog - http://www.customersrock.net Follow me on Twitter: http://twitter.com/bcarroll7 Friend me on Facebook: http://www.facebook.com/rebeccacarroll Connect with me on LinkedIn: http://www.linkedin.com/in/beckycarroll Customers ROCK! Copyright 2012 Becky Carroll