Social Media 101

What’s Social Media?…and what is the big deal?

Guide To Get HR On The Frontlines Of Social Media

Ugur Arcan | August 19th, 2009

32-p1 by Zephyrance - don't wake me up (Flickr)

Talking Points

• Social Media and Social Networking

• Some Tools and Numbers!

• How Do Businesses Use It

• What Can We Do?

Social Media and Networking

• Social Media vs. Social Networking

– Social networking is only a sub-piece

Social Media in Plain English:http://bit.ly/7L5o

Social media is like ‘word of mouth’

on steroids

Glossary: Tools Mostly Talked About

• YouTube: Platform for sharing videos.

• Facebook: A social networking platform where users can share stories, pictures, audio, video, etc. of self or others’ with other “facebookers”.

• LinkedIn: A professional networking platform where you can make professional connections and share your professional background, travel details, presentations, etc.

• Blogs: Personalized websites maintained by an individual or groups with regular entries of commentary, descriptions of events, or other material such as graphics or video and receive feedback.

• Twitter: A real-time micro-blogging tool and channel where “tweeps” share any kind of information with their followers and follow others to receive information via their “tweets”.– Older idea, newer technology and tool!

“Pull”“Push”

“Not So Complete” Evolution of Online Social Communication & Conversations

Key Points of Social Media

Key Element: Conversation!

Sourcing vs. Networking

Sourcing Networking

Go to the candidate. Start the effort all over

each time!

Have candidate come to you.

Continuous process of relationship building.

• 3 of 4 Americans use social technology.

• 2 of 3 of the global internet population visit social networks.

• 93% of Americans believe a company should have a presence in social media

• 85% believe a company should not only be present but also interact with its consumers via social media

• 56% of American consumers feel both a stronger connection with and better served by companies when they can interact with them in a social media environment.

Forrester, The Growth Of Social Technology Adoption, 2008Nielsen, Global Faces & Networked Places, 2009

Cone Business in Social Media Study, 2008

Now… Some Numbers!

If Facebook were a country, it would be the 8th most populated in the world, just ahead of Japan.

-Mark Zuckerberg (founder and CEO of Facebook), January 7, 2009

How Do Businesses Use It

1. Public Relations

2. Customer Service

3. Loyalty Building*

4. Collaboration

5. Networking

6. Thought-Leadership

7. Customer Acquisition (Marketing)

8. Talent Attraction

9. Etc. etc. etc.*Be the source of information. Hearing from Google before you wouldn’t help you build loyalty!

Few Examples

So, What Can We Do?

• Define: Why , Who , What , How?

– Collaboration!

• Communications

• (Social) PR

• IT

• Marketing

• Human Resources – Internal strategy dilemma: Generalists vs. Recruiters

– Mentality: ‘Another’ thing to do Part of Job Description Lifestyle

Why?

Staffing in “Internet Time” – CLC 2000

• How we attract talent is changing…Traditional Avg. TTF:

103.3 days

Refined Avg. TTF:

82.1 days

Difference in Avg.:

21 days

Savingsin Avg.:

~21 %

What?

How?

How?

• Find out what your company is already doing…– Great leverage!

How: Step By Step

1. Listen,

2. Care,

3. Converse!– YOU SEE, IT’S SUPPOSED TO BE A DIALOGUE, NOT A MONOLOGUE.

4. Promote!

5. Measure

This couldn't be more obvious than with email. Your company has a chance to turn its email list into a two-way communication. Except that most mass emails from companies are "do not reply".

"We want to talk to you,“ they say. "But we don't want to hear back from you. Unless you want to place an order, and if so click here."

Josh Bernoff, Why marketers have trouble with full-duplex social technology, June 30, 2009

Well…

• Some other things too…

Future Opportunities

Less paper, more digital (web-based and video) résumés

Bigger and better communities More mobile and web

applications, SMS

converse by edouard (Flickr)

Still Think Social Media Is a Fad?

Think Social Media Is a Fad?: http://bit.ly/RTzPe

Thank You!

• This is just the surface…

• Now, let’s have a conversation!

Resources and Thanks!

• Corporate Leadership Council –CLC (@CEB_CLC)• “WTF Is Social Media” by Espresso - http://brandinfiltration.com/ (@mzkagan , @infiltrators)• Webapalooza 2009 by Kohler Communications Department• Forrester, The Growth Of Social Technology Adoption, 2008• Nielsen, Global Faces & Networked Places, 2009• Cone Business in Social Media Study, 2008• http://theconversationprism.com/ (@briansolis)• http://www.fredcavazza.net/• http://www.facebook.com/• http://www.relationship-economy.com/• http://www.wikipedia.org• http://blog.jobzcafe.com/• http://ictkm.wordpress.com/• http://www.universalmccann.com/• http://www.masternewmedia.org/• http://www.cheezehead.com/ (@cheezehead)• http://hey-it.com/• http://jobsinpods.com/• http://www.iconspedia.com/• Photos: nazdravie (iStock), mariamaria0101 (imgfave), edouard (flickr), *Zephyrance - don't wake me

up (flickr), tall fool (flickr)

Links

• Twitter trend search: http://twendz.waggeneredstrom.com/default.aspx?q=kohler

• Social Media in Plain English:http://www.youtube.com/watch?v=MpIOClX1jPE&feature=related

• Think Social Media Is a Fad?: http://www.youtube.com/watch?v=sIFYPQjYhv8