1. Managing the Social Media Impact
for Human Resource Professionals

2. Andrew Chow a.k.a Ideasandrew
 Founded
 Ideamart (S) Pte Ltd since 1994 . Ideas & Concepts since 2002
 Table For Six since 2008
 Education
 Thames Valley University, UK
 Membership
 SACEOS member 2004
 Business Awards
 STB Business Award – Most Innovative Marketing Initiative award 2007
 Spirit of Enterprise 2008
 Successful Entrepreneur 2010
 Certification
 NLP Practitioner
 Certified Life Coach
 Forte
 PR Strategic Counsel, Implementation & Monitoring
 Social Networking / Social Media Strategy
 Brand Management Consultancy
 Personal Branding
 Professional Affiliation
 Approved NCSS Training Provider
 WDA ACTA-certified

3. Andrew Chow a.k.a Ideasandrew
Social Networking
Facebook - http://www.facebook.com/#!/AndrewChowKokWah
Plaxo http://ideasandrew.myplaxo.com/
Linkedin - http://sg.linkedin.com/in/ideasandrew
Social Media Sharing
Flickr Collection - http://www.flickr.com/photos/ideasandrew/
Youtube Channel - http://www.youtube.com/user/ideasandrew
Slideshare - http://www.slideshare.net/ideasandrew
Podomatic - http://ideasandrew.podomatic.com
Social Blogging / Micro-blogging
Twitter - http://twitter.com/Ideasandrew
Wordpress – www.andrewchow.sg
Social Collaboration
Wikipedia - http://en.wikipedia.org/wiki/User:Ideasandrew
Meet up - http://www.meetup.com/members/11966314/
More than 140 interviews/feature in 5 years from local and international media

4. Social Media landscape
(interesting facts)
– There are 2.6million facebook accounts registered in
Singapore
– It will take you 600 years to finish watching all the videos
on youtube today
– There are 5 billion pictures on Flickr, about 70% of the
world’s population
– 96% of Gen Y have joined a social media site.
– Facebook has overtaken Google in weekly traffic
– Social media has overtaken pornography as the number
one activity on the web
– If Facebook is a country today, its membership would have
been the 3rd largest country today behind China and India,
America is 4th, Brazil is 5th, Indonesia is 6th, Twitter is 7th.

5. Social Media landscape
(interesting facts)
– 80% of the companies have used social media for
recruitment
– The fastest growing segment on Facebook is
female and between 55-65 years old
– Wikipedia has over 19 million articles, 78% of
these are not even in English.
– There are 200 million blogs in the world right now.
34% of them post their opinion on products and
services. So what are they saying about your
brand?

6. Corporate Success Stories

7. Social Networking

8. SPRINT – 49,000 employees
nationwide
• Social media platform Sprint Space in May 2008
• Educate employees about new products, services and pricing Plans
• Understand the nuances of the Wholesale business model
• Build grassroots support for changes to the customer satisfaction
survey
• Educate and engage employees in a dialogue about our
• corporate strategy
• Support special interest groups
• Integrated the social media channel into overall internal
Communications
• Open communications capabilities
• Sprint’s corporate goals are to build its brand, protect the
company’s reputation and to deliver an exceptional service to
customers

9. Thought Leadership

10. AMERICAN EXPRESS – Vice
Chairman’s Blog
• Two core goals for Edward P. Gilligan’s Blog:
– To create a non-traditional communications
platform
– To increase the frequency and quality of employee
dialogue with the vice chairman
• Results :
– Achieved outstanding employee engagement
results through an intranet-based communication
platform called Ed’s Blog
– Constant dialogue with staff

11. Crowd Sourcing

12. Crowd Sourcing

13. Social media can help you in all
stages of marketing, self-
promotion, public relations,
and customer service:
o research
o strategic planning
o implementation
o evaluation

14. o Learn what people are saying about you
o Create buzz for events & campaigns
o Increase brand exposure
o Identify and recruit influencers to spread your message
o Find new opportunities and customers
o Support your products and services
o Improve your search engine visibility
o Gain competitive intelligence
o Get your message out fast
o Retain clients by establishing a personal relationship
o Be an industry leader – not a follower

15. Reach Engagement & Influence
o Website visits / views o Sentiment of reviews
o volume of reviews and comments
and comments o Brand affinity
o Incoming links o Commenter
authority/influence
Action & Insight o Time spent
o Sales inquiries o Favourites / Friends / Fans
o New business o Viral forwards
o Customer satisfaction o Number of downloads
and loyalty
o Marketing efficiency
Source: The Digital Influence Group, Measuring the Influence of Social Media

16. Resources required for social media may include:
o Strategic consultation
o Training
o Creating content
o Integrating tools
o Distributing content
o Relationship management
o Measuring value

17. B2C Industries
Food & Beverages Consultancy Fashion Education
Hospitality Retail Info Technology Property
Automobile Entertainment Healthcare Recreation

18. Strategic uses of Social Media for
Human Resources
• Resources at Your Fingertips
– Recruitment , Training & Compensation
• Balancing Productivity and Value
– Governance
• Re-evaluating Corporate Values
– Work-life balance and integration
– Branding
– Customer Relationship Management
• Supporting Innovation
– What does Human Resource Need to do? - Research
• Feedback

19. Social Media Platforms

20. Linkedin
o Contains profiles of Fortune 500 executives and
leading entrepreneurs
o average individual salary on LinkedIn is
$109,000
o On LinkedIn your can:
o Post a profile and resume
o Connect with colleagues
o Share professional recommendations
o Find jobs
o Forums to demonstrate expertise and find
answers

21. 40 Great Articles on using Linkedin
• Business Development / Marketing / Sales
– A Tool to Help with Reference Selling – Dave Stein
– Getting More Than Just Answers – Diane K. Danielson
– How to Use LinkedIn to Build Your Business – Liz Ryan (via The Virtual Handshake blog)
– Market Your Company on LinkedIn – Gordon Choi
– Using LinkedIn for Market Research – Loren Baker / Jason Calacanis
– Secrets LinkedIn Can Tell You About Your Customers – Matt Asay
– Using LinkedIn to Make the Sale – Al Chase (excerpt from The Virtual Handshake)
– Warm Calling via LinkedIn – Alex Iskold
• Career Management / Personal Branding / Resumes
– Becoming a Recognized Subject Matter Expert on LinkedIn – Barbara Rozgonyi
– Brush Up Your Resume – CarlenLea
– Enhance Your Resume with LinkedIn Testimonials – Harry Joiner
– LinkedIn and Career Management – Jason Alba
– LinkedIn as Resume 2.0 – Scott Sehlhorst
– Your Reputation: Create a Permalink – Todd Defren

22. 40 Great Articles on using Linkedin
• Job Search
– Best Practices for a LinkedIn Job Search – Konstantin Guericke (via Dave Taylor)
– How Do I Use LinkedIn to Find a Job? – Dave Taylor
– How to Use LinkedIn to Find a New Position – Eric Mariacher
– How to Find a Job Using LinkedIn – Liz Ryan (via Dave Taylor)
– LinkedIn and Your Job Search – Alison Doyle
– Following Up on Inside Connections at Potential Employers – Scott Allen
– Searching the Hidden Job Market for Opportunities – Debra Feldman
– Using LinkedIn to Prepare for Your Job Interview – Darlene McDaniel
• Recruiting
– Companies Use LinkedIn to Find Top Talent – Desire Athow
• Growing Your Network
– Grow Your Network While You Don’t Need It – Eric Mariacher
– Growing Your Network Online – Kathie Thomas
– LinkedIn as Cult Builder – Matthew Reinbold
• Keeping in Touch
– Borrowing the Expertise of Others – Eric Eggertson

23. 40 Great Articles on using Linkedin
• Meeting Face-to-Face
– Breaking the Ice at a Meeting with LinkedIn – Pete Johnson
– Using LinkedIn to Fill Out Your Business Trip – Scott Allen
– Using LinkedIn for Travel – Marc Freedman
– Connecting with People in Your Network When Traveling – Stewart Rogers
• Organizing and Extending Groups
– Using LinkedIn to Create a Granfalloon – F. John Reinke
– Pros and Cons of LinkedIn for Alumni Groups – Andrew Shaindlin
• Miscellaneous
– Introducting Your Network to Each Other – Scott Allen
– Using LinkedIn to Find Celebrity Guests – Stan Relihan
– Unpredictable Benefits of LinkedIn – Nathan Gilliatt
– LinkedIn a Box – Brendon Connelly
• Specific Jobs / Industries
– 10 Ways Journalists Can Use LinkedIn – Penelope Trunk
– LinkedIn for Startup Entrepreneurs: 5 Reasons to Join – Dharmesh Shah
– Five Ways IT Managers Can Get More Out of LinkedIn – Shane Schick
– Five Ways Authors Can Profit from LinkedIn – Mahesh Grossman
• Lists
– How to Change the World: Ten Ways to Use LinkedIn – Guy Kawasaki
– 20 Ways to Use LinkedIn Productively – Web Worker Daily
– Making Your LinkedIn Business Network Pay Dividends – Tatsuya Nakagawa & Peter Paul Roosen
– Top Reasons to Use LinkedIn – Various, compiled by Chris Pirillo

24. “ What are the avenues/ways
of researching for the right
candidates online or on
Linkedin ? “
Group Activity 1

25. Facebook
o Fastest growing social network in
Canada and the world
(500 million members)
o Powerful tools to engage and
understand your audience:
o Brand pages
o Custom applications
o Targeted advertising
o Audience insights/metrics
o Opinion polls

26. Facebook Pages
o Your brand’s homepage on Facebook.
o Allow you to post photos, videos,
events and other messages.
o Users interact with you by
o Becoming fans
o Commenting on your posts
o Participating in discussions
o Post photos to your page
o Fans see your page updates in their
newsfeed

27. Youtube
o Video sharing sites let you
upload videos and share them
with people.
o They’re a perfect repository for
video blogs, taped seminars,
witty Power Points,
commercials, how-to’s and a
behind-the-scene look at your
organization.

28. Youtube
o helps you gain exposure and direct
traffic back to your website
o sparks interest without a hard-sell
o videos can be low-fi and cheap to
produce - immediacy and content is
more important than quality.
o videos can be a place to showcase your
leadership in a field, and spread
customer testimonials

29. Slideshare
o A file-sharing site is a series of presentation in PPT, PDF,
Word format which is distributed by syndicated
download to your computer, for use on a presentation
software.
o File-sharing can be simple notes of training, seminar,
conferences, and workshop.
o Excellent tools to share knowledge and thought
leadership

30. Blogs
o A blog is a website with
regular entries of
commentary or news
o Blogs serve to establish your
company as transparent,
relevant, active, and expert.

31. Blog
o engage in dialogue with your
customers
o improve your search engine
visibility
o promote product launches and
events
o gain expert status by providing
useful tips

32. Twitter
o Microblogs are blogs limited to a
sentence or two (about 140 characters)
o People use microblogging to promote
themselves, share content and follow
friends, celebrities and brands
o Companies use it for marketing, public
relations and customer service by
giving their brand a voice within the
community

33. Twitter
o share timely information
o promote useful content including resources,
contests, deals, etc.
(not just your own)
o personify your brand
o connect with your customers and develop
leads
o build credibility and influence
o listen to consumer buzz
o research competitors
o network and learn from experts in your field

34. Social Media Human Resource
Strategy Map
• Target Audience(s)
• Objective(s)
• Integration
• Culture Change
• Capacity
• Tools & Tactics
• Measurement
• Experiment

35. 1. Target Audience(s)
• Who do you want to reach with your
new media efforts to meet your
objective?
• What does your target audience know
or believe about your organization?
• What key points do you want to make
with your audience?
• What new media tools are they
currently using?

36. 2. Objective(s)
• What do you want to do?
– Marketing
– Public Relations
– Customer Service
S.M.A.R.T
– Monitoring
Specific
– Research Measurable
– Branding Attainable
– New business Realistic
– New Customers Time-based

37. 3. Integration
• How will your new media strategy support and
enhance your existing Internet strategy (if you
have one)?
Website
CRM
Email
Lead/Prospect SEO
Google Analytics

38. 4. Culture Change
• How will you get your organization to
embrace your new media strategy?
(Training?)
• Can you think of any internal
champions (CEO?) to drive it forward?
• How will you address any fears or
concerns? (who decides what info to
be on Social Media?)
• What is the rate of change your
company can tolerate?

39. 5. Capacity
• Who will implement your
organization’s new media strategy?
(not just IT or Marketing)
• How much time do you allocate per
week to your strategy?
• Do you need any outside expertise to
help implement your strategy?
• Will your content updates depend on
any other resource or person?

40. 6. Tools and Tactics
• What tactics and tools best
support your objectives and
match your targeted audience?
• What tactics and tools do you
have the capacity to
implement?

41. 7. Measurement
• What hard data points or metrics will you
use to track your objectives?
• How often will you track?
• Do you have the systems and tools set up to
track efficiently?

42. 8. Experiment
• What department you implement first as a pilot
run?
Before After
What did you plan to What actually happened
do?
What do you think How could your results
would be the have been improved?
Result?
What did your audience
think?
What will you do
differently in the next
run?

43. 3 Rules of Engagement for Human
Resources professionals
• Content : Adding Value to different content
• Context : Engaging Conversation while
filtering the noise
• Contact : Building a Community beyond your
organisation

44. | Social Media |
Content
{ What’s happening in the world? }
{ What can I do with it? }
{ Is this real, useful, relevant? }
{ How do I maintain Control? –}

45. Content
Original
Co-created
User-generated

46. Something Exclusively
Yours!
Original
Your Creativity!

47. Contribute to what others
have started
Co-created
Exposes a Problem/ Asks a Question
Solves a Problem/ Answers a Question
Propose a Solution / Enrich an Answer
Verify a Solution / Test an Answer
Value Adding !

48. Let Others generate new
Content based on what
you or others have created
User-generated
•New
•Current
•Socially important
•These 3 always work :
•Money
•Health
•Sex/Love
Value Creation !

49. “ What kind of content can
HRD contribute to its social
media corporate platforms? “
Group Activity 2

50. | Social Media |
Context
(What’s there to talk about?)
(How do I conduct myself on social media?)

51. Listen & Learn

52. Share & Inspire

53. Comment & Collaborate

54. Poll & Publish

55. Monitor & Measure

56. What is Social Media Effect?
Or
It’s how fast your content travels and
stay “hot” online by your contacts

57. | Social Media |
Contacts
{ Who am I meeting? }
{ Where can I find them? }
{ What do they know? }
{ When are they moving on? }
{ Why do I need to know them? }

58. Influencers

59. Peers

60. Thought Leader

61. 5 “M”s of
Social Media-Ready
Companies
(roles of HRD)

62. | Social Media-ready Companies |
#1 – Motivate
•Top Management Buy-in
•Social Media Knowledge

68. | Social Media-ready Companies |
#2 – Measure
•Customer Engagement
•Competitive Insights

70. | Social Media-ready Companies |
#3 – Monitor
•Metrics & Dashboard
•Milestone & Deliverables

71. www.hootsuite.com

72. | Social Media-ready Companies |
#4 – Manage
•Staff & Resources
•Plan & Channel Selections
•Process Documentation

74. | Social Media-ready Companies |
#5 – Maintain
•Governance

76. Reflection
(The Role of Human Resources in a Social Media-ready organisation)
• Motivate : Top Management to incorporate social
media in HR policies
• Manage : A team of social media-savvy
professionals to enhance the value and increase
productivity
• Maintain : All metrics (KPI) and milestones on
organization social media growth
• Monitor : Industry and Competitor insights
• Measure : The Return on Investment of Social
Media

77. MANAGING
SOCIAL MEDIA
ONLINE CONVERSATION

78. o Experiment personally
before professionally
o Try a variety of social media
tools
o Be yourself, make some
friends, and share

79. 1. Discovery 2. Strategy
(people, competition, and (opportunities, objectives)
search engines)
4. Execution
3. Skills (tools, integration,
(identify internal resources policies, and process)
and gaps)
5. Maintenance
(monitor and adapt)
Source: 5 Phases of Social Media Marketing
http://socialcomputingjournal.com/viewcolumn.cfm?colid=789

80. o Find where your audience is participating
and indentify the influencers
o Read industry blogs (including comments)
o Google your company name & your
competition
o Find tools that can help you listen

81. o Tap into the wisdom of the crowd to access a wider talent pool
and gain customer insight
o Companies that use crowd sourcing include:
o Starbucks (MyStarbucks)
o Dell (Ideastorm)
o DuPont
o Netflix
o Wikipedia
o iStockphoto.com
o Threadless.com
o Mechanical Turk (Amazon)

82. o Avoid puffery
(people will ignore it)
o Avoid evasion and lying
(people won’t ignore it)
o Companies have watched their biggest screw-
up's rise to the top 10 of a Google search
o Admit your mistakes right away

83. KEYS TO SUCCESS
o Don’t be afraid to share. Corporations, like
people, need to share information to get the
value out of social media
o Make your content easy to share
o Incorporate tools that promote sharing:
o Share This, RSS feeds, Email a friend

84. KEYS TO SUCCESS
o Don't shout. Don't broadcast. Don’t
brag.
o Speak like yourself – not a
corporate marketing shill or press
secretary
o Personify your brand – give people
something they can relate to.

85. KEYS TO SUCCESS
o Think like a contributor, not a marketer
o Consider what is relevant to the
community before contributing
o Don’t promote your product on every post
o Win friends by promoting other people’s
content if it interests you

86. o Don’t try to delete or remove criticism
(it will just make it worse)
o Listen to your detractors
o Admit your shortcomings
o Work openly towards an explanation
and legitimate solution

87. o Don’t wait until you have a
campaign to launch - start
planning and listening now
o Build relationships so they’re
ready when you need them

88. KEYS TO SUCCESS
o You need buy in from everyone in the
organization
o Convince your CEO that social media is
relevant to your organization
o Get your communications team together,
discuss the options, then divide and
conquer

89. o Coordinate comments internally
o Tweet & Retweet, @mention, etc

91. “ What are the possible risk
associated with using social
media and what would be the
likely outcome? “
Group Activity 3

92. Social Media Risk Assessment
Risk Event Description Expected Outcome
1 Incomplete Social Media Strategy Social media project will Fail
2 Lack of Buy-In from Senior Executives Insufficient funding
3 Insufficient Resources Employee backlash due to workload
4 Selecting the Wrong Social Media Channels Lack of online engagement
5 Incorrectly Measuring Social Media Metrics Difficulty in demonstrating ROI
6 Potential Leak of Corporate Strategy Direction & goals exposed
7 Negative Feedback Posted by Respondents Impact on sales and bottom line
8 Inappropriate Content Posted by Respondents Decrease brand equity
9 Lack of Participation by Consumers Goals will not be reached
10 Lack of Control Over Corporate Content Employees posting incorrect Info online
11 Inappropriate Content Posted by Employees Decrease brand equity
12 Excessive use of Social Media by Employees Loss of productivity
13 Using Personal Accounts for Work Purposes Misrepresentation of the company
14 Data Theft UN/PW could be hacked to enter system
15 Identity Theft Misrepresentation/Brand Hijacking
17 Loss of Business Reputation Inconsistent brand messaging
19 Risk of Contracting Viruses and/or Malware System Crash/Risk of Stolen Data
20 Technical Difficulties End User Frustration & Dissatisfaction
21 Bandwidth Issues Downtime due to excessive usage

93. Social Media Policy

94. Must Haves in a Social Media Policy
• Purpose
• Scope : Different departments
• Platforms
• Disclaimer (change from time to time)
• Personal Use of Social Media
• Ethnics & Values

95. Online Resources
• Online Database of Social Media Policy
– http://socialmediagovernance.com/policies.php
• How to write a social media policy
– http://www.inc.com/guides/2010/05/writing-a-
social-media-policy.html
• Social Media Policy Making Tool
– http://socialmedia.policytool.net

96. “What are the scope / job
description of a Social Media
Professional? “
Group Activity

97. Top CEO Blogs

98. http://weblogs.jupitermedia.com/

99. http://blog.guykawasaki.com/

100. http://www.cnewmark.com/

101. Social Media Template Review

102. Thank You!