2nd Annual SHRM Jacksonville Conference Social media isn’t just for teenagers anymore. More and more businesses and professionals are using social media tools as a way to interact with customers (both internally and externally.) When statistics show over 200 million people are using social media, then human resources has to stand up, take notice and join the movement. For human resources professionals, this becomes an opportunity to develop an internal marketing and communications medium for our organizations. But what exactly is social media and how do we get started? This presentation is designed to explore the purpose of social media (it’s not what you might think), how you can become a proficient user of social media tools, and the framework for implementing a social media strategy in your organization.

1. Friends, Fans, Connections & Tweeps:
A Social Media Primer for HR
Sharlyn Lauby, SPHR, CPLP
ITM Group, Inc.
www.itmgroupinc.com

2. Today’s Presentation
• Realize the trends
• Understand the impact
• Discuss common social media sites
• Outline pros/cons
• Present a strategy framework

3. What is social media?
Conversations between people over
the internet.

4. Why use social media?
• Everyone is using social media
– 60 million people (Social Computing Magazine)
– 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

5. What does social media do?
• Builds trust
• Conveys transparency
– Mix of personal and professional
– Shows passion
• Has versatility
• Offers speed
• Provides cost efficiency

6. Anyone I know on social media?

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!

8. Blogs

9. Company Blogs
• Establish corporate culture
• Communicate to customers
• Communicate to candidates
• Convey learning experiences

10. Corporate Blogs - Walmart

11. Human Resources Blogs
• EXCELER8ion | People ARE The Social Media –
www.exeler8ion.com
• Fistful of Talent – www.fistfuloftalent.com
• HR Bartender – www.hrbartender.com
• HR Gumbo – www.hrgumbo.com
• Human Race Horses: Business for the 21st
Century – http://humanracehorses.blogspot.com
• Punk Rock HR – www.punkrockhr.com
• The HR Capitalist – www.hrcapitalist.com

12. LinkedIn
• 12 million active users in 2008 (193% increase)
• Typical user
– Senior level (44% manager and above)
– Decision makers (66%)
– Over age 40
– College grad
– Makes over $100,000/year

13. Professional Uses for LinkedIn
• Networking
• Recommendations
• Job Search
• Freelance and/or Consulting Work
• Get advice
• Research People and Companies

14. LinkedIn Companies - Starbucks

15. LinkedIn Groups
• Society for Human Resource Management
(SHRM)
• ASTD
• Human Resource Assn of Broward County
• JobAngels

16. LinkedIn - HR Florida Group

17. LinkedIn Discussions

18. Facebook
• 175 million active users
– 50% + are outside of college
– Fasting growing demographic is age 30 +
• Typical user
– 120 friends
– 3.5 million users becomes fans of pages each day

19. Look who’s on Facebook!

20. Also on Facebook!

21. HR Uses for Facebook
• Recruiting
• Employee Groups / Alumni Networks

22. Twitter
• 3rd largest social networking site after
Facebook
• 6 million users in 2009
• Average user age is 35
• Micro blog
• 140 characters
• Followers and Following

23. Twitter – HR Bartender

24. Corporations on Twitter

25. Tweeps on Twitter
• @shrm
• @SHRMcoo
• @hrflorida
• @bigbendshrm
• @sbshrm
• @nchrs
• @ammypay
• @joycechastain
• @hrwhisperer
• @carolmacd
• @sharlyn_lauby
• @millerwalt
• @smgharrison
• @mariaconfetti
• @worldatwork
• @shrmatl

26. Think of social media
• As an extension of your current
communications etiquette
– Voicemail
– Email
– Faxes
– Memos
– Conversations with media

27. If you trust your employees to
answer the phone…
…why not trust them with social
media?

28. 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

29. 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

30. Implementing a strategy
• Decide your objective
• Find an evangelist
• Consider your employees
• Invest in technology
• Keep it simple
• Listen first

31. What can I communicate?
• Success stories
• Customer service
• Conversations
– Customers
– Prospects
– Stakeholders
– Media

32. Transparency and Control
• This is the hardest part
• You’ve already lost control
• Jargon, Clichés, Acronyms, Bravado
Social Media
Builds
Relationships
Relationships
Have
Influence
Influence
Grows Your
Brand
Brand
Increases
Market Share

33. Case Study #1 - Amazon
• Deleted sales rankings of gay and lesbian
themed books
• Writer Mark Probst blogged about it
• Post was dated Sunday, April 12 at 2:08 a.m.
• Within 24 hours, here’s what happened:

34. 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

35. Case Study #2 – Domino’s
• Monday, April 13
• Two employees posted a video on YouTube
• As of last week, over 1 million views
– 3rd highest spot on YouTube
• Employees fired and facing charges

36. “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

37. 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

38. Case study #3: Zappos
• Sales
– Founded in 1999
– $1.6M in 2000
– $1B in 2008
• Complete Focus on Customer Service

39. “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

40. 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!

41. Thank You!
Sharlyn Lauby, SPHR, CPLP
ITM Group, Inc.
www.itmgroupinc.com