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HR Southwest: Social Media Primer
1. 2009 HR SOUTHWEST
Human Resources Conference and Exposition
2009 HR SOUTHWEST
Human Resources Conference and Exposition
HR Rocks!
Friends, Fans,
Connections, and
Tweeps: A Social
Media Primer for HR
Sharlyn Lauby, SPHR ITM Group, Inc.
2. Today’s Presentation
• Realize the trends
• Understand the impact
• Discuss common social media sites
• Outline pros/cons
• Present a strategy framework
2009 HR SOUTHWEST
Human Resources Conference and Exposition
4. Why use social media?
• Everyone is using social media
– 110 million people (Anderson Analytics)
– 600,000 new users to Facebook each day
– 66% increase in blog reading
• Manage your online reputation
• 35% of Fortune 100 is using it (Ford, Dell, Comcast)
• Low cost, if not no cost
2009 HR SOUTHWEST
Human Resources Conference and Exposition
5. What does social media do?
• Builds trust
• Conveys transparency
– Mix of personal and professional
– Shows passion
• Has versatility
• Offers speed
• Provides cost efficiency
2009 HR SOUTHWEST
Human Resources Conference and Exposition
7. What kinds of social media exist?
• Blogs (readers)
• LinkedIn (connections)
• Facebook (friends, fans)
• Twitter (tweeps)
Let’s learn about Blogs first using the following video . . . lights please!
2009 HR SOUTHWEST
Human Resources Conference and Exposition
9. Company Blogs
• Establish corporate culture
• Communicate to customers
• Communicate to candidates
• Convey learning experiences
2009 HR SOUTHWEST
Human Resources Conference and Exposition
10. Corporate Blogs - Walmart
2009 HR SOUTHWEST
Human Resources Conference and Exposition
11. Human Resources Blogs
• Compensation Force -
http://compforce.typepad.com/compensation_force/
• Fistful of Talent – www.fistfuloftalent.com
• HR Bartender – www.hrbartender.com
• Punk Rock HR – www.punkrockhr.com
• The HR Capitalist – www.hrcapitalist.com
• YourHRGuy – www.yourhrguy.com
2009 HR SOUTHWEST
Human Resources Conference and Exposition
12. LinkedIn
• “A New User Every Second”
– Reid Hoffman, CEO (Social Recruiting Summit)
• Typical user
– Senior level (44% manager and above)
– Decision makers (66%)
– Over age 40
– College grad
– Makes over $100,000/year
2009 HR SOUTHWEST
Human Resources Conference and Exposition
13. Professional Uses for LinkedIn
• Networking
• Recommendations
• Job Search
• Freelance and/or Consulting
Work
• Get advice
• Research People and Companies
2009 HR SOUTHWEST
Human Resources Conference and Exposition
14. Linked In - Individuals
2009 HR SOUTHWEST
Human Resources Conference and Exposition
16. LinkedIn Groups
• Society for Human Resource Management
(SHRM)
• HR Southwest
• Dallas HR
• ASTD
• JobAngels
2009 HR SOUTHWEST
Human Resources Conference and Exposition
17. LinkedIn - SHRM Group
2009 HR SOUTHWEST
Human Resources Conference and Exposition
19. Facebook
• 200 million active users
– 65% + are outside of college
– Fasting growing demographic is 35+ years old
• Typical user
– 120 friends
– 6 million users becomes fans of pages each day
– 100 million users log on at least once a day
– 30 million access FB through a mobile device
2009 HR SOUTHWEST
Human Resources Conference and Exposition
20. Look who’s on Facebook!
2009 HR SOUTHWEST
Human Resources Conference and Exposition
22. Business Uses for Facebook
• Recruiting
• Employee Groups / Alumni Networks
• Association Information
• Media Communication
• Events
• New Products/Services
2009 HR SOUTHWEST
Human Resources Conference and Exposition
23. Business Uses for Facebook
New
Product
Launch2009 HR SOUTHWEST
Human Resources Conference and Exposition
24. Twitter
• 3rd
largest social networking site after
Facebook (Feb 09)
• 1382% monthly growth (Nielsen, Mar 09)
• Average user age is 35
• Micro blog
• 140 characters
• Followers and Following
2009 HR SOUTHWEST
Human Resources Conference and Exposition
25. Twitter – HR Bartender
2009 HR SOUTHWEST
Human Resources Conference and Exposition
28. The Power of Twitter - Hashtags
• Put a # in front of a term
• All Tweets with that hashtag are aggregated
• Examples:
– #whatido
– #shrm09
2009 HR SOUTHWEST
Human Resources Conference and Exposition
31. Think of social media
• As an extension of your current
communications etiquette
– Voicemail
– Email
– Faxes
– Memos
– Conversations with media
2009 HR SOUTHWEST
Human Resources Conference and Exposition
32. If you trust your employees to
answer the phone…
…why not trust them with social
media?
2009 HR SOUTHWEST
Human Resources Conference and Exposition
33. Pros and Cons
Pros
• New
• Can be fun
• Quick
• Access to information
• Brand awareness
• Competitive position
Cons
• New
• Takes time
• Misunderstood
• Loss of control
• Distraction
• Not right for company
2009 HR SOUTHWEST
Human Resources Conference and Exposition
34. A Strategic Approach to Using
Social Media
STRATEGY FOLLOW CREATE ENGAGE
Marketing and
Customer
Relations
Your customers and
potential customers
who are interested in
your and similar
products or services
Content relevant to
your customers: tips,
company info, discount
codes, and links to
online promos and
sales
Respond to comments
about your and similar
products/service;
answer questions;
check replies and
direct messages
Brand
Management
Your brand, products,
relevant issues,
industry leaders,
related groups,
news/media
Insights and expertise;
become a thought
leader. Direct to info
and other resources
Be transparent and add
value; answer
questions and respond
to comments; help
others
Event Coverage
Those interested or
attending the event,
media
Event information,
updates, behind the
scenes coverage
Create face-to-face
meetings; chat with
attendees; ask and
answer questions
Issue Advocacy
Those interested in
your cause, industry
leaders, media
Added value: issue
alerts, background info,
fundraising resources
Know your followers,
thank them for support,
get them involved
35. Implementing a strategy
• Decide your objective
• Find an evangelist
• Consider your employees
• Invest in technology
• Keep it simple
• Listen first
2009 HR SOUTHWEST
Human Resources Conference and Exposition
36. What can I communicate?
• Customer Service success stories
• Research
• Conversations
– Customers
– Prospects
– Stakeholders
– Media
• eCommerce (@DELLOutlet)
2009 HR SOUTHWEST
Human Resources Conference and Exposition
37. Transparency and Control
• This is the hardest part
• You’ve already lost control
• Jargon, Clichés, Acronyms, Bravado
2009 HR SOUTHWEST
Human Resources Conference and Exposition
38. Case Study #1 - Amazon
• Deleted sales rankings of gay and
lesbian themed books
• Writer Mark Probst blogged about it
• Posted on Sunday, April 12 at 2:08 a.m.
• Within 24 hours, here’s what happened:
2009 HR SOUTHWEST
Human Resources Conference and Exposition
39. Can you say wildfire?!
• #AmazonFAIL (#1 trending topic on Twitter)
• 5,000 blog posts
• The AmazonFAIL Group on Facebook with 1,200
members
• Online petitions – one had over 9,000 signatures
• Blogger launched online campaign to redefine
Amazon rank…page was #2 in Google search
• Protest logo was created along with boxer shorts, t-
shirts and other apparel
2009 HR SOUTHWEST
Human Resources Conference and Exposition
40. Case Study #2 – Domino’s
• Monday, April 13
• Two employees posted a video on YouTube
• In one week, over 1 million views
– 3rd
highest spot on YouTube
• Employees fired and facing charges
2009 HR SOUTHWEST
Human Resources Conference and Exposition
41. “Nothing is local anymore. That’s the
challenge of the Web world. Any two idiots
with a video camera and a dumb idea can
damage the reputation of a 50-year old
brand.”
Tim McIntyre
Spokesperson, Domino’s
2009 HR SOUTHWEST
Human Resources Conference and Exposition
42. Responding to Attacks
• Monitor social media 24/7/365
• Respond quickly
– “We’re looking into it.”
• Respond at the flashpoint
– Create a credible presence in blogs & social media
• Educate workers
• Foster a positive culture
• Set clear guidelines
– Add a crisis strategy
2009 HR SOUTHWEST
Human Resources Conference and Exposition
43. Case study #3: Zappos
• Sales
– Founded in 1999
– $1.6M in 2000
– $1B in 2008
• Complete Focus on Customer Service
2009 HR SOUTHWEST
Human Resources Conference and Exposition
44. “Don’t talk about the shoes.”
• Establish personal connection
– 12 blogs
• CEO
• COO
• 10 Consumer Interest (Parents, Health, Fashion,
Runners, Outdoors, Extreme Sports, etc.)
• Almost 500 employees on Twitter
2009 HR SOUTHWEST
Human Resources Conference and Exposition
45. How Would I Get Started?
• Establish a few (1-2) social media related
goals
• Consider updating your communications
policy to include social media
• Offer training for employees
• Experiment with using social media for
recruiting, training and other HR projects
• HAVE FUN!
2009 HR SOUTHWEST
Human Resources Conference and Exposition
46. Sharlyn Lauby
Thank You!
Sharlyn Lauby, SPHR, CPLP
ITM Group, Inc.
www.itmgroupinc.com
@Sharlyn_Lauby
Sharlyn Lauby
2009 HR SOUTHWEST
Human Resources Conference and Exposition
47. Please complete the session
evaluation form and turn in as
you exit the room.
Thank you!
2009 HR SOUTHWEST
Human Resources Conference and Exposition