422 east new york street ::: indianapolis, in 46202 ::: t ... · wellness psychology stats working...

422 East New York Street ::: Indianapolis, IN 46202 ::: T 317-203-9807 ::: F 317-203-0767 ::: W raidious.com ::: shine online.

1Sunday, May 15, 2011

How to create and execute a successful HR social media initiative.


Contents

•A new way to look at “social media”.

•How to get started, right now.

•Building an enterprise-level strategy.

•Execution tips and tricks.

•Recommended Reading + Resources.


A new way to look at “social media”.


Media habits aren’t changing. They have changed.

•Past tense is important.

•Blockbuster is out of business.•Broadband has been legislated.•500 million people on Facebook.•250 million access it mobile.

•Online has surpassed ubiquity and has moved into a position as an every-day medium.

Source: http://www.facebook.com/press/info.php?statistics

Source: http://www.ntia.doc.gov/advisory/onlinesafety/BroadbandData_PublicLaw110-385.pdf


Social Media is yesterday’s news.

http://www.facebook.com/press/info.php?statistics

http://www.facebook.com/press/info.php?statistics

http://www.ntia.doc.gov/advisory/onlinesafety/BroadbandData_PublicLaw110-385.pdf

http://www.ntia.doc.gov/advisory/onlinesafety/BroadbandData_PublicLaw110-385.pdf

“Social Media” is a misnomer.

•Radio. Print. TV. Out of home.

•All of it is shareable.

•Users provide instant feedback.

•Users even provide content.

•All media is social.


Think different about “social media” . . . it’s all social. Linked In, Facebook, and what ever comes next is just another channel.

If it’s not Social Media, what is it?

owned media

earned media paid media

•Owned Media.

•Platforms that your brand owns and controls.

•Integrated approach.

•Leverage content across all your owned platforms.


Owned Media includes not just social, but email, blog, websites, microsite, rich media sites like YouTube and SlideShare and Flickr . . . where the brand owns and controls the channel and the content.

How to get started, right now.


Shift focus to the content, not the platform or tactic.

•Without content, it’s just an empty platform.

•Digital marketing doesn’t work without content.

•At the end of every interaction, there is content.

•Facebook = Posting Content.•LinkedIn = Posting Content.•Twitter = Posting Content.•Email = Sending Content.•SEO = Optimizing Content.•SEM = Ads lead to Content. •Banners = Ads lead to Content.•Microsites = Holders for Content.•YouTube = Video Content.•Analytics = Measuring Content.


How to: Take a “hub and spoke” approach, using a blog tool as the place where content “lives” and your other channels to push traffic to it. The most efficient way to leverage social is to take a content-centric approach. Leverage the same content across multiple platforms.

Establish the ability to listen

•You’re not the only person making content about your brand. What other content is out there, and who is making it?

•Lots of tools out there from free to very expensive.

•This is absolutely critical and should be your first priority.


How to: Use a tool like Social Center, Radian 6, HootSuite, or basics like Google Alerts to monitor for your brand.

How to build an enterprise-level strategy.


How to build a strategy

•Build strategy around content, not platforms or technology.

•Include the marcom team!

•Think in terms of focuse initiatives or campaigns within the strategy.

•What is the one thing we are trying to accomplish, and how do we design a program to do that?

brand strategy personae

risk

metadata

engagement

discovery business case

distributiontopography


How to: Start at a high level, establish an overall strategy, and then use what you learn to break it down into smaller, more focused initiative level or campaign style efforts.

Research + Integration

•Monitoring.

•Working with marcom to understand their initiatives.

•Working with customer service.

•Other areas in the enterprise.


How to: Check in with Marcom and Customer Service to understand how they are using social, and how everyone can work together to share resources, and leverage each other’s activity for the betterment of the brand. Leverage all of the research you have available, and do your own to fill in the gaps. Do not guess. Do not market by opinion. Do not market by committee. If you don’t know, always ask the user. This could be as simple as a quick poll or email or a question on Facebook.

Managing Risk

•Lots of policies need to be addressed:• Employee social media / publishing policy• Privacy Policy• Terms & Conditions• Social Media User Agreement

•Compliance issues•Credentials security•IP Protection•Technology

•Crisis Response Planning


How to: Review the following laws and policies and cross-reference your internal policies: Can Spam Act of 2003, Data Protection Act of 1998, Digital Millenium Copyright Act of 1998, Children’s Internet Protection Act of 2000, as well as Privacy Policies, User Agreements, Terms and Conditions, and Terms of Service for email tool, YouTube, Flickr, LinkedIn, Facebook, Twitter, or any other online platforms that may be employed. For sample policies for employee use, check here: http://socialmediagovernance.com/policies.php

Establishing Goals

•Broader goals for HR in general•Specific goals for specific initiatives

•Establish key performance indicators

•Establish definitions of success


How to: Establish a baseline from past efforts and activities. Key performance indicators should be measurable metrics. State success as % increases over a given time frame. Be Realistic.

Defining the target

•Understand the target audience’s needs, motivations, and how they use media.

•Create a personae - a representative “person” you can design communications around.

•Not just qualitative, not quantitative, not demo.

•This is the “archetype” of your target.


How to: leverage demographic and psychographic data as well as practical experience to develop a personae. for more on this, review http://www.bruceclay.com/design/articles/webpersona.htm

Leveraging platforms

•Identify platforms.•Establish frequency.•Establish a governance plan.

•Voices, Users, Accounts.

•Roles, Responsibilities, Access.

•Editorial Calendar


How to: Understand how this is being done in marcom / customer service (integrate!!). For frequency and platforms, look at past metrics for baseline and impact on audience burn. Make sure someone “owns” the approval process. Typically there is a “corporate” voice, 1-5 users, single accounts per platform, and usually there are three or four roles - content creator, editor, and approver, along with occasionally a “view only” role that is just looking at analytics or monitoring and routing information.

Understanding language

•Create categories and tags for content.

•Organic search.

•Using the language of the target.

nurse (noun)1 skilled nurses: caregiver, RN, LPN, nurse practitioner, physician's assistant, health care worker, Registered Nurse, Licensed Practicing Nurse; informal Florence Nightingale.2 she had been his nurse in childhood: nanny, nursemaid, governess, au pair, babysitter; wet nurse


How to: Use Google Keyword Tool, look at Synonyms and Co-occurrents, use Google’s Wonder Wheel tool. Develop a keyword taxonomy / thesaurus to ensure you’re using the language of the target, and that you are incorporating terms you want to rank for in search. Social signals are a huge ranking factor - not just publishing, but engagement!

Creating relevant and engaging content

•A job posting is not content, it’s a call to action.

•Why should I work for you?•What is your culture like?•What kind of people work there?•Will I enjoy my job with you?

•What’s in it for me?

Nursing at

Your Hospital

Nursing Specialties

Pediatric

Clinical

Surgery

Radiology

Saving Lives

Wellness

Psychology

Stats

Working with Docs

Doc ProfilesWhat the Dr.

Orders

How to work with

Surgeons

Our Nurses

Continuing Education

Conferences

Licensing

Certifications

Nursing Fashion Walking

shoes

ScrubsFabric Care

Nursing in the News

Nurse of the Week Honors

New Hires


How to: Do a group brainstorming session. Start with a core one or two word subject and brainstorm topic categories that are directly related and relevant to that subject. Then do another round of brainstorming on those topic categories. You are looking for content that’s relevant to the user, but also relevant to your core subject.

Listening & Responding

•Identify relevant communities•Establish “influencer” tracking metrics

•Build FAQ •Build response flow charts•Establish criteria for content curation

•Establish ongoing responsibilities for monitoring and response.


How to: Use monitoring to find relevant communities, and tools like Klout to identify level of influence of individuals. FAQ information probably exists somewhere in your org already, and response flow charts should include standard issues, as well as potential crisis response issues.

Measuring ROI

•Reach

•Activity

•Engagement

•Dollar Value


How to: Reach=total owned media audience . . .fans, followers, subscribers+amplification. Activity=total number of publishing actions across all platforms. Engagement=actions your audience took with your content - retweets, comments, replys, forwards, etc.

The easiest metric to compare apples to apples is reach on a CPP basis. Take total reach including amplification divided by 1000, then multiply by your average market CPP for radio/TV/Print/OOH. That gives you Reach value. Then, add Engagement metrics dollar values to that. Compare to the total Activity costs to get ROI.

Tips and tricks for easy execution and quick wins.


Geo-targeted monitoring

•Need to filter through the noise to find only info from a specific geography?

•search.twitter.com

• term near:city

•Pull RSS into your software or Google Reader


Tip: Biggest challenge is signal to noise ratio on social. Break it down by geography, or by keyword, or both.

Leverage your built-in audience: current employees

•Unprecedented opportunity for advocacy

•Dunbar’s Number: 150

•Terrell Owens Tweet: $3.7 MM• 503,400 followers• Level one @ $50 CPP=$25,000• Level two, @ 15 followers=$377,000• Level two, @ Dunbar’s Number: $3.7 million

•If you have 3,000 employees, you could potentially reach 450,000 people.

•At a $50 CPP, that is worth $22,500.


Tip: Leverage the network effect - that is the best part about today’s socialized, owned-media environment.

To put it in perspective, the top rated basic cable TV show, The Closer, had fewer people watching than following Terrell Owens on Twitter. And that's just one guy on Twitter.

http://tvbythenumbers.com/2010/08/31/cable-top-25-the-closer-rizzoli-isles-burn-notice-royal-pains-covert-affairs-top-weeks-cable-viewing/61626#more-61626

Scaling for the global enterprise

•It’s not free. Sorry. •This is not a job for interns. •Qualified Humans + Tools.

•Minimum enterprise team:• Project Management role• Content role• Engagement role• Analyst role• Tech Support role• Multi-language support

•Staff like a news team.•Shameless plug: Raidious can help.


Tip: Smaller, well-trained, experienced, software-enabled teams can manage large amounts global data. Remember, these folks are representing your brand - not exactly a job for an intern. We always recommend thinking about it like a news team - Assignment editor (Engagement), Producer (Project Mgr), Reporter (content), Engineer (tech support), News Director (Strategy/Analytics).

Or, you can always outsource fully, or use an outside partner to augment your team.

The Raidious Toolbox - Enterprise Technology

•Social Center - enterprise channel management•North Social - Facebook customization / apps•Wildfire - Social media promotion•Radian6 - influence + sentiment analysis•ExactTarget / MailChimp - email marketing•WordPress - core publishing tool•Google/Omniture/Webtrends/Coremetrics•Fuze - webinars / web meetings•Canon 7D - stills, audio and video•Final Cut Pro - video editing•Adobe Creative Suite - image editing•ROI - direct messaging / lifecycle management


Tip: Get training with each tool if you choose to staff internally. Some other enterprise SMM options are available at http://www.web-strategist.com/blog/2010/03/19/list-of-social-media-management-systems-smms/

Another Tip: DO NOT buy any tools until your strategy is locked down. Otherwise you’ll build your strategy around your tools, not the other way around.

Recommended Reading

•Information Architecture - Morville & Rosenfeld •Permission Marketing - Godin•The Hero and the Outlaw - Mark & Pearson•The Long Tail - Anderson•Inbound Marketing - Meerman-Scott•Content Strategy for the Web - Halvorson•Letting Go of the Words - Redish•Google Analytics - Cutroni•Influence - Cialdini•Mining the Social Web - Russell


Tip: This is Conceptual / Academic / Theoretical reading. If I had to pick three, I would pick Long Tail, Inbound Marketing, and Permission Marketing.

Other resources

•http://mashable.com/2010/05/25/recruiting-social-media/•http://mashable.com/2010/11/08/human-resources-social-media/•http://scattergather.razorfish.com•http://blog.hubspot.com•http://socialmediatoday.com•http://www.fistfuloftalent.com•http://www.hrexaminer.com/lists/top-25-hr-digital-influencers-2011

•http://raidious.com/news


http://mashable.com/2010/11/08/human-resources-social-media/

http://mashable.com/2010/11/08/human-resources-social-media/

http://scattergather.razorfish.com/

http://scattergather.razorfish.com/

http://blog.hubspot.com/

http://blog.hubspot.com/

http://www.fistfuloftalent.com/

http://www.fistfuloftalent.com/

http://www.hrexaminer.com/lists/top-25-hr-digital-influencers-2011

http://www.hrexaminer.com/lists/top-25-hr-digital-influencers-2011

422 East New York Street ::: Indianapolis, IN 46202 ::: T 317-203-9807 ::: F 317-203-0767 ::: W raidious.com ::: shine online.


422 east new york street ::: indianapolis, in 46202 ::: t ... · wellness psychology stats working...

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