The New Model of Interaction in Social Networks

Sharlyn Lauby, SPHR, CPLP

ITM Group, Inc.

www.itmgroupinc.com

Who Are You?

Realize the trends

Understand the impact

Discuss common social media applications

Outline pros/cons

Present a strategy framework

Today’s Presentation

What is social media?

Social Media = Conversations between people over the internet.

50% of Latin American Countries use Social Media

79% of Fortune 100 using it (Ford, Dell, BP) 50% of social network users are connected to brands

36% posted content about brands on social networks

Everyone is (or will be) using social media 373 million people (Strategy Analytics)

600,000 new users to Facebook each day

77% of internet users read blogs

More usage than email

Why are people using social media?

Companies Using at Least One Social Media Platform

B-M Latin America Social Media Study, Sept 2010

B-M Global Social Media Study, Feb 2010

Companies Using Social Media

Your Organization

Web

Facebook

Blogs

Twitter

People are Talking about You

Is This Your View of Social Media?

Social Media is About People

Company founded in 2002

For 6 years, flat growth

In 2007, started using YouTube for marketing

Sales increased 40% in first year

In 2008, sales increased 80%

In 2009, profit increased 432%

YTD 2010, profit increased 300%

Case Study

Builds trust

Conveys transparency

Mix of personal and professional

Shows passion

Has versatility

Offers speed

Provides cost efficiency

How does social media do it?

50% of Social Media activity happens on

web sites you’ve never heard of

Blogs (readers)

(connections)

(friends, fans)

(tweeps)

4 Popular Social Media Tools

“A New User Every Second”

Reid Hoffman, CEO (Social Recruiting Summit ‘09)

Typical user

Senior level (44% manager and above)

Decision makers (66%)

Over age 40

College grad

Makes over $100,000/year

LinkedIn

Source: LinkedIn

Networking

Recommendations

Research People / Organizations

Get advice

Job Search

Freelance and/or Consulting Work

Professional Uses for LinkedIn

Directors, Managers and HR Managers. Students and graduates in professional HR and Industrial RRLL. Training and job

opportunities for Headhunters / Recruiters Marketing and R & D Management Coaching from Argentina, Spain, Chile, Mexico,

Colombia, Venezuela, Peru, Brazil, Ecuador and Uruguay

Colombia Networking

SAP LATAM

Latin America Business Development Network

Empleo IT 2.0 (IT Jobs 2.0)

JOBS 2.0 Latin America

Universidad do los Andes Alumni Group

LinkedIn Groups

Weblog

News/Information/Education source

133 Million (Technorati)

900,000 posts created every 24-hours

“Blogs in Plain English” on YouTube

Individual Contributors, Group Blogs or Blog Rolls

Blogs

B-M Latin America Social Media Study, Sept 2010

B-M Global Social Media Study, Feb 2010

Companies with Blogs

Establish corporate culture

Communicate to recipients/donors/BOD

Communicate to job candidates

Convey experiences (mission, events, education)

Establish expertise as a community resource

Organization/Company Blogs

Sales

Founded in 1999

$1.6M in 2000

$1B in 2008

Complete Focus on Customer Service

Case Study: Zappos

Establish personal connection

12 blogs

CEO

COO

10 Consumer Interest (Parents, Health, Fashion, Runners, Outdoors, Extreme Sports, etc.)

Almost 500 employees on Twitter

“Don’t talk about the shoes.”

RSS

Really Simple Syndication

Helps You Save Time

Google Reader

RSS in Plain English

http://www.youtube.com/watch?v=0klgLsSxGsU

Blog Reading Made Simple

“Twitter is like a Text Message

with a BCC: To The World”Photo Credit: ydhsu

Twitter

Estimated 100 Million Users

Half of users log in daily

55% of Twitter users are on mobile

Over 230 Million Tweets Sent Daily (aka 5B Tweets a month!)

Supports 17 different languages

Source: Twitter “State of the Business”

– Sept 2011

Puerto Rico

B-M Latin America Social Media Study, Sept 2010

B-M Global Social Media Study, Feb 2010

Companies with Twitter Accounts

Users say they’re more likely to buy if a business answers their

questions on Twitter.- NYTimes.com

Hash

tag

: #

AS

TD

SF

L

Put a # in front of a term

All Tweets with that hashtag are aggregated

Examples:

#Bogotá #CONMEBOL

#talentmanagement #humanresources

The Power of Twitter - Hashtags

Success stories

eCommerce (@delloutlet)

Event Announcements

Conversations

Customers

Prospects

Stakeholders

Media

What can I communicate?

Telcel uses this account to answer customer concerns

and problems.

Telcel lists other corporate accounts that cover different

topics.

Petrobras uses this account to post news about the company. They recently ran a

short Twitter contest.

How Companies Are Using Twitter to Communicate

“Facebook is a social

network that connects

people personally and

professionally through

connections, messages,

photos, & videos.”

Photo Credit: Marvin Kuo

Over 700 million active users

65% + are outside of college

3rd most used site among 65+ users

Typical user

130 friends

Connects to 80 community pages/groups/events

50% of users log on at least once a day

150 million access FB through a mobile device

Facebook

Companies with Facebook Accounts

Puerto Rico

B-M Latin America Social Media Study, Sept 2010

B-M Global Social Media Study, Feb 2010

Four in Ten Companies in Latin America are on Facebook

Recruiting

Employee Groups / Alumni Networks

Association Information

Media Communication

Events

New Products/Services

Business Uses for Facebook

As an extension of your current communications etiquette

Voicemail

Email

Faxes

Memos

Conversations with media

Think of social media

If you trust your employees to

answer the phone…

…why not trust them with social media?

Today’s Reality?

The Real Reality

Mobile

• 5.3 Billion• In the US, 25% are mobile only• In China, the number is 30%• In India, it’s 59%• And in Egypt, it’s 70%

• 85% of phones access the Web• 8 Trillion text messages will be sent in 2011• Mobile web usages exceeds mobile apps• mCommerce is huge

• 91% of retailers have a mobile sales strategy in place• US - $6B by end of 2011, $31B by 2016• eBay had $2B in sales via mobile

Source: mobiThinking,

- July 2011

Establish a social media strategy

Consider using social media for 1-2 small projects

Update your communications policy to include social media

Offer training for employees

HAVE FUN!

Getting Started with 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 directmessages

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 CoverageThose interested or attending the event, media

Event information, updates, behind the scenes coverage

Create face-to-facemeetings; chat with attendees; ask and answer questions

Issue AdvocacyThose 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

A Strategic Approach to Using Social Media

When Things Go Wrong…

Deleted sales rankings of gay and lesbian themed books

Writer Mark Probst blogged about it

Post was dated Sunday, April 12.2010 at 2:08 a.m.

Within 24 hours, here’s what happened:

Case Study #1 - Amazon

• #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

Can you say wildfire?!

Monday, April 13.2010

Two employees posted a video on YouTube

In one week, over 1 million views

3rd highest spot on YouTube

Employees fired and facing charges

Case Study #2 – Domino’s

“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 McIntyreSpokesperson, Domino’s

Case Study #3: Ann Taylor

• 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

Social Media to Mitigate Problems

Thank You!

Connect:

Blog: www.hrbartender.com

Facebook: http://www.facebook.com/hrbartender

LinkedIn: http://www.linkedin.com/in/sharlynlauby

Twitter: @sharlyn_lauby and @hrbartender

YouTube: http://www.youtube.com/HRBartender

CommonCraft http://www.youtube.com/user/commoncraft Best Buy Social Media Marketing http://www.youtube.com/watch?v=-rTzIAWI4Ms Social Media Revolution http://www.youtube.com/watch?v=sIFYPQjYhv8 Social Media ROI Video http://www.youtube.com/watch?v=ypmfs3z8esI

Video Resources

Guide to Corporate HR Blogging

http://www.instigatorblog.com/corporate-hr-blogging-guide/2009/06/09/

Mashable

http://mashable.com/

Other Resources