Download - Nuts Bolts Of Social Media Final
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Nuts & Bolts of Social Media
Social Media
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Courtesy of youtube.comhttp://www.youtube.com/watch?v=lFZ0z5Fm-Ng
Agenda
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Social media landscape and value
R&D with social media
10 minute break
HR considerations and policies
Risks and concerns
10 minute break
Hands‐on workshop using social media tools
Why Social Media Now?SPEAKER — JEFF ANTAYA
Social Media Landscape
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Online tools creating real‐time, relevant, and targeted two‐way communication utilized by individuals and organizations
Integrated as part of your marketing and business plan.
Value of Social Media
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Part of the tools used to accomplish your business strategy
Attract business customers
Attain customer feedback
Gather research on target and competition
Recruit staff
Train staff
Identify trends
Value of Social Media
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Expands frequency and reach of your organization’s messages and offerings
Leverages positive relationships of all employees and customers to advance communication effectiveness
Circumvents filters, “gate keepers”, and clutter
Improves efficiency and cost effectiveness of advertising spend
Keeps your company top of mind
Builds incremental “team spirit”
Why It Helps Your Organization
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Using as a platform for electronic networking
Pushing company prepared messages and offerings to network
Offering supportive comments to build credibility
Gaining competitive intelligence
Helping recruit and retain human capital
How It Is Most Effective
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Integrated into everyday routine
Personal and business mix
Controls in place to identify challenges for constructive conversations
When It Is Most Effective
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Search engines dictate who finds you
Need to speak in terms used by public and your competitors
Use descriptive words
Repeat terms
Use variations
Link terms to geography
Speaking the Language
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Exercise:
What terms describe products or services you sell?
Are there terms for products you consider “proprietary”?
Will people use them to find you?
Terms to Describe You
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Media
Households
Businesses
Community organizations
Referral sources
Internal
The Audience You Want To Reach
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Facebook followers
LinkedIn groups
Twitter followers
YouTube
Exercise:
Take two minutes and list all of the people that you try to reach today through your marketing efforts
Are there other audiences you would like to reach, but you don’t focus on today?
Audience You Would Like to Reach
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Keys to Your Success
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CONSISTENCY
AUDIENCE REASON TO FOLLOW
CONTENT
ENTHUSIASM
Who is listening?
Build a Following
What Content Do You Need?
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Trends Newsletters Expression Offers
Share originalideas or links to relevant content
Create a forum for ideas, announce‐
ments, offers
What are people thinking? “Today I …”
Reference to other sites
and activities
Why Should People Follow You?
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CHASE EXAMPLE
JAX CAR WASH
Questions?
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R&D With Social MediaSPEAKER — ALEX BROWN
Marketing
Understanding existing and potential customer base
Networking through prior connections
Understanding competitive environment
Industry trends
Resources
Research and Development
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Key contacts in companies – Advanced People Search http://www.linkedin.com/search?goback=.cps_1262911765239_1
Select location
Select industry
Title
Vice president
CEO
Getting to Know Your Customers
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Search connections to existing contacts:
Search or select one key contact using People Search
Networking ‐ Prior Connections
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Researching Connections
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Exercise:
Using LinkedIn, try to target an industry with significant presence in your community.
Locate one or more of your customer contacts or other acquaintances and see if they may be connected to others of influence in need of your organization’s services.
Identify key contacts through them and ask for an introduction through LinkedIn.
Exercise:
Using LinkedIn, try to find three groups that may provide information of interest to you and your organization.
Search questions and answers for information related to a current issue impacting your organization.
Industry Trends and Social Media
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Blogs – What are people saying about your organization?
Surveys – Ask people questions:
“When you want to get X, where would you go?”
“Who do you think offers the best quality at the lowest price?”
The Competitive Environment
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Facebook Blogs
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Facebook Surveys
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Twitter Search
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Social Seek
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Questions?
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Social Networking & HRSPEAKER — PAULA FRERICHS
Risks & Concerns ‐ Employees
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Personal Image Recruiters
• How do you manage recruiters, who now have good knowledge about your employees?
• Is the employee’s personal image on social networking sites going to reflect your company?
• Do you want your customers seeing pictures of your employees beach vacation or potentially inappropriate behavior?
• There is a lot of personal information on social media – how will your employees react to management seeing this?
• How will management react when they see the personal information?
• Will an employee’s personal choices/beliefs effect how others see them in the workplace?
• How do you handle inappropriate behavior by employees on public social networks?
Using Social Networking
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1. Finding the Candidate
2. Pre-employment Inquiries
3. During and Post-employment
Using Social Networking
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1. Finding the Candidate
2. Pre-employment Inquiries
3. During and Post-employment
Everyday 70,000 new blogs appear on the Internet, yet few emerge from the office
Fortune 500 company blogs only account for about 5%
Know yourself
Know the audience
Engage your audience
Stay current
Blogging
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Build your networks
List open jobs in your status
Forward jobs to your network
INMails
Join groups and post there
Facebook fan page
Using Social Networking to Recruit
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Using Social Networking
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1. Finding the Candidate
2. Pre-employment Inquiries
3. During and Post-employment
CareerBuilder study found 20% of employers use sites such as Twitter and Facebook to influence hiring decision
Can use lawful information you gather
You WILL learn things that are illegal to ask during an interview
Don’t pass along what you learn
Pre‐Employment Inquiries
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Are benefits worth the risk?
EEOC
FCRA
Need to be able to point to a legitimate, nondiscriminatory reason for hiring decision
Don’t “friend” applicants
Pre‐Employment Inquiries
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Using Social Networking
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1. Finding the Candidate
2. Pre-employment Inquiries
3. During and Post-employment
Laws are behind technology
May not be able to prohibit, but can blur lines
Possible workplace harassment
Recommendations are similar to an employment reference
Can You Still Be Friends?
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Social NOTworking: The practice of spending time unproductively on social networking websites, especially when one should be working.
— Urban Dictionary.com
Networking vs. NOTworking
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HR issue, not just IT
Privacy, confidentiality, time management, productivity
Double standard?
Employees will act the same regardless if they have access or not
Granting Access
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Nucleus survey of 237 office workers 47% regularly log on to Facebook during working hours
87% can’t define a clear business reason for doing so
Results in 1.5% in lost production across the entire office
One survey showed employees spend from 30 minutes to 3 hours/day on sites.
… Or Not Granting Access
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37% of employees surf the web constantly while at work
86% use office e‐mail for personal reasons
30% of American workers watch sports online while at work
24% of American workers shop online while at work
70% of Internet porn traffic occurs during the 9‐5 workday
64% of employees have received offensive e‐mails at work
Source: employee‐network‐moniotoring.com/statistics
Startling Internet Statistics
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Unauthorized disclosures of confidential information
Corporate embarrassment and public relations issues
Regulating activities on employee social media sites
Biggest Risk — External Misuse
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Inappropriate Content Distasteful/embarrassing
posts and comments
Disparaging remarks about others
Disclosures Endorsing products/services
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Risks & Concerns ‐ Employees
In addition to your Internet and e‐mail policy
Address social networking sites, blogs, and virtual worlds
Use broad language and update frequently
Include restrictions on usage (who, when, and why)
Have a Social Networking Policy
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Have a Social Networking Policy
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No expectation of privacy when online in work e-mails.
Have employees sign off, possibly go through training.
Sample Policies
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CISCOhttp://blogs.cisco.com/news/ciscos_internet_postings_policy/
Intelhttp://www.intel.com/sites/sitewide/en_US/social‐media.htm
Air Forcehttp://www.af.mil/shared/media/document/AFD‐090406‐036.pdf
General with links to multitudes of sitehttp://socialmediagovernance.com/policies.php
Questions?
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Risks & ConcernsSPEAKER — RAJ PATEL
Challenges
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Data security and privacy Too much information Too much trust Lack of security Viral impact Virus corruption
Resource commitment
Adequate monitoring
Communication
Misunderstanding and poor judgment
Rules and regulations
Volume of Information Posted
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Music
Books
Movies
Pictures
Interests
Daily schedules
Likes
E‐mail
Address
Hometown
Phone Number
Jobs
Education
Birthdates
Sexual orientation
Family and friends
Political affiliations
What One Post Can Reveal
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Where you live
Questionable behavior
Your profession
Your yearly income
Information about others without consent
Who Is Accessing The Information
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Your Customer
Your Competitors
Your Boss
Your Staff
Your Peers
The Mailroom Guy
Your Secret Admirer
A Stalker
Your Ex
Your Family
A Hacker
The Friends You Trust
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Privacy of their personal information
Posting on behalf of your organization
Voicing complaints or bad service Doing nothing vs. being
proactive
Competitive information
Customers
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The video made a splash online, getting links from all kinds of
venues and garnering over 96,000 views as of Monday morning (5 days later) and over 500,000 in months
following
Good news for community banks –she switched from B of A to a
community bank.
Security & Privacy
Disclosure requirements
Policies & agreements
Logos (FDIC, equal housing lender)
Links to external sources
Etc.
Regulations
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Potential FTC regulations
Writing false business and product reviews
Other legal issues
Libel/Defamation
Federal securities laws against disclosure of corporate information
Regulations
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Disclosure requirements: Reg. Z, Reg. DD, FDIC logos, Equal Housing Logo, Insured products, Equal Credit Opportunity Acts & Reg.B, Fair Debt Collection Practices Act, ADAP
Records Retentions: Reg Z & DD (2yrs), FINRA (3yrs), e‐Discovery
FINRA: Separate insured and non‐insured products
CRA: Comments, reviews, and ratings through social media sites would qualify
SEC: Disclosure of financial information or performance
Defamation: Comments made by others can be attributed to the organization (e.g., Cisco’s law suit)
Federal Communication Decency Act
Copyright or Trademark laws
Antitrust Laws: Whole Foods CEO’s anonymous posts of competitor Wild Oats61
Compliance & Legal
Advertising vs. Personal Profiles Businesses – If the site is being used for professional use, social media presence and communication can be considered to fall within the advertising rules.
Personal ‐ Personal use and not intended to market or promote a company.
Advertising Rules
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Guidelines to include in the policy to educate your employees how not to create a professional site unless intended.
Employees should not associate the company’s name or email address with the site unless it is intended for professional use. This includes stating they are an employee of the company.
Do not use the company’s assets to update personal sites. This includes any company owned laptop or computer, I‐Phone or blackberry, firm IP address, and email address. Using the company’s email address implies the employee is acting on the company’s behalf.
Create an advertising disclaimer to help employees specifically state their use is personal or professional.
Advertising Rules
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What others are saying about your company
Wikipedia: Are you monitoring the updates to your page and who is updating it?
Blogs (yours and others)
Facebook/Twitter (yours and others)
Company Data
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Customize your privacy settings
Check privacy settings for each post
Reduce the amount of personal information shared
Be careful on who you befriend online
Segment your friends into lists
Block Facebook applications
Remember to delete older posts
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Keeping It Personal & Protected
Customize your privacy settings
Check privacy settings for each post
Reduce the amount of personal information shared
Be careful on who you befriend online
Segment your friends into lists
Block Facebook applications
Remember to delete older posts
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Keeping It Personal & Protected
Customize your privacy settings
Check privacy settings for each post
Reduce the amount of personal information shared
Be careful on who you befriend online
Segment your friends into lists
Block Facebook applications
Remember to delete older posts
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Keeping It Personal & Protected
Customize your privacy settings
Check privacy settings for each post
Reduce the amount of personal information shared
Be careful on who you befriend online
Segment your friends into lists
Block Facebook applications
Remember to delete older posts
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Keeping It Personal & Protected
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Facebook Privacy Overview
Make a conscious decision whether you want to cross the personal and professional boundaries and act accordingly
Create strong passwords/avoid using public machines or public WiFi
Google yourself (you might be surprised what you find)
And, if you get in trouble — blame it on an imposter, jealous ex, or a twin
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Keeping It Personal & Protected
Education, awareness, and training
Security and risks
Security best practices
Personal vs. professional
Compliance requirements
Impact on organization’s reputation
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Recommendations
Clear policies for employees and supervisors
Coverage should include all social mediums (Facebook, LinkedIn, Twitter, blogs, etc.)
Everyone should read and acknowledge
HR‐related polices including hiring and disciplinary practices
Use of company name or products on social media sites
Disciplinary actions clearly defined
Understand it is an evolving policy and be judicious in how it is enforced
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Recommendations
Monitor your company on social media (socialmention.com) and respond appropriately
Monitor postings on Wikipedia, location maps, etc.
Monitor your key management’s posts
Utilize disclaimers and terms of use
Protect your own intellectual property (use clear placement of appropriate symbols, such as ©, ®, ™)
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Recommendations
Refrain from commenting on third‐party posts
Register your company and C‐level executives on common social media sites (manually or knowem.com)
For marketing services & products, provide links back to your website where all your compliance requirements are being met
Involve your compliance, legal, and risk officers
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Recommendations
Questions?
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Hands-On WorkshopTEAM EXERCISES
1. Create a Facebook site
2. Create a LinkedIn site
3. Practice with Twitter
4. Begin Blogging
Don’t be afraid to ask questions! We’re here to help.
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Hands‐on Workshop
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Pringles
Mercy Health System
Amador Valley High School
Azure Dynamics
Kodak
OtterBox
Umpqua Bank
Blogs
YouTube
Website
Wikipedia
Best Practice Examples
Pick one social media medium to focus on today
Let people know your site exists
Jeff Antaya | CMO | MarketingPlante & Moran, PLLC, 27400 Northwestern Highway, Southfield, MI 48034Direct Dial: 248.223.3750 | Mobile: 248.249.3108 | Fax: 248.233.7547
Plante & Moran | Twitter | Facebook | Linkedin
Celebrating 12 years as one of FORTUNE magazine's “100 Best Companies to Work For”
Get staff to join
Consistently and regularly publish
Getting Started
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Create a fan page
Get members
Encourage employees to join
Encourage employees to “share” content
Create a reason to join
Publish
Advertise
Check out the competition
Facebookwww.facebook.com
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Encourage network updates about your organization
Tool to find customers/clients
Groups
Research
Advertise
LinkedInwww.linkedin.com
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LinkedIn Profile
Highlights your offering
Picked up by search engines
SEO key
Micro‐blogging
Interdependent on followers and who “you are following”
“Chirps”
Twitterwww.twitter.com
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Interactive personal site often referred to as “weblog”
Allows you to share your knowledge and expertise with the world (content or niche based)
Improves search results
Blogginghttp://security‐assurance‐blog.plantemoran.com/
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Thank You!
PAULA FRERICHS248.375.7222 [email protected]
JEFF ANTAYA248.223.3750 [email protected]
ALEX [email protected]