presentation sdimi risks, challenges and benefits of social media 2011
DESCRIPTION
Overview of risks, challenges and benefits of implementing social media in mining industry contexts.TRANSCRIPT
The Risks, Challenges and Benefits of UsingSocial Media in the Mining Industry
Zoë Mullard - InfoMineDr. Dirk van Zyl - UBC Norman B. Keevil Institute of Mining Engineering
Overview
• Introduction to Social Media• Research Methodology• Findings: Applications of Social Media• Risks and Challenges of Social Media• Benefits of Social Media• Pilot project: InfoMine’s Continuous Conferences• Recommendations• Conclusions
Introduction to Social Media
Source: http://www.mwsolutions.ca
Net Effect of Web 2.0
• Equalization between amateurs andprofessionals
• Increased expectations for access toinformation
• Reduced power to control messagesand marketing
Research Background
Conservativeindustry
Scrutinized standards
Negative legacy
CSR and communityengagement investments
Access information
Express concerns Create social networks
Information sharing
Mining Industry
Web 2.0 andStakeholders
Statement of Problem
Inquiry into Web 2.0 communication tools is neededto determine their impacts on mining operations and
business communication strategies.
Research Questions Research Objectives
Research Questions
To develop understanding about howWeb 2.0 tools relate to transparencyand corporate social responsibilitynorms in the mining industry
How are stakeholders in themining industry using Web 2.0tools?
Can these tools be used toenhance stakeholderengagement?
What opportunities and risks areassociated with using thesetools?
To outline the current uses of socialmedia in the mining industry
To provide guidelines for a socialmedia strategy in the mining industry
Theoretical Frameworks
1. Communications Theories2. Stakeholder Engagement Processes3. Social Capital
Key Themes
Transparency: access to information/people
Credibility: provision of trusted information
Authenticity: original, genuine
CommunicationsPublic
Engagement Social Capital
Research Methodology
Website Observations
Site Name of Group/Organizations Social Media Affiliation
1. Society of Mining Engineering (SME) Facebook Mining
2. Alcoa Facebook Mining
3. Fuera Barrick Facebook Civil Soc.
4. LaFarge Facebook Mining
5. LaFarge Twitter Mining
6. Rio Tinto Twitter Mining
7. Barrick Gold Twitter Mining
8. Argentina Mining Twitter Mining
9. No Pebble Mine Twitter Civil
10. RightsandTitle Twitter Civil
11. Republic of Mining Blog Mining
12. IThinkMining Blog Mining
Interviews
Data Analysis
ATLAS.ti - Qualitative Interview Analysis
Quantitative Analysis - Interviews and Website Observations
Findings: Use of Social Media
Web 2.0 Tools Currently Being Used
Blogs
24%
Wikis
6%
17%
YouTube
7%
Flickr
6%
11%
Other
9%
20%
Applications of Social Media Relative toMining Issues
Mining Industry• Industry
promotion• Investor relations• Recruitment• Project
management
Civil Society• Raising
awareness• Promoting
events• Recruitment• Discussion,
reflection &protest
Government & Regulators• Project management• Internal information
dissemination• Monitoring
stakeholders
Challenges
• Culture of communication
• Organizational change
• Human and financial resources
• Determining and measuring value
• Lack of industry leadership
• Unrecognized and unproven
• Contextualization of information
• Management of audience expectations
Perceived Risks
• Communication technology changes
• Information co-optation/ manipulation
• Exposure to critics Privacy concerns
• Cannot replace face-to-face
• Legal ramifications
• No exit
Benefits
• Increased dialogue and collaboration / Diminishing silos
• Flexible platforms
• Facilitate building and strengthening relationships
• Outreach to larger audiences
• Opportunity to tell “good news” stories & influencereputation
• Monitoring community sentiment
Indicators of Success
• Community– Growth & distribution community and networks
• Engagement– Response to efforts on platforms (conversations)– Time spent on sites
• Influence– Share of conversation– Sentiment - positive, negative
InfoMine’s Continuous Conferences
• Ongoing conferencing - sharing,collaborating & networking
• Flexible platforms
• Contributors accountable
• Strengthening relationships oftechnical community
Strategies
Three approaches:1. Full integration
• Active site, policies, & dedicated resources
3. Partial integration• “We are just dipping our toes in the social media water.”• Trial & error approach
2. No integration• No application of social media• Monitoring, but no impact on decisions
Recommendations
• Develop Strategy• Set objectives
• Identify opportunities and challenges
• Be flexible
• Determine scope and scale
• Develop indicatorsUnderstand
Engage
Listen
Conclusions
• Moderate application in the mining industry
• Need to overcome perceived risks
• Not a replacement for face-to-face
• Leadership required
Source: edgewatertech.files.wordpress.com
Information Society and the MiningIndustry
The network economy is founded on technology,but it can only be built on relationships. It startswith chips and ends with trust.
Kevin Kelly - Wired Magazine