unions and online employee engagement...6/4/18 6 unions: social media • paid digital marketing...
TRANSCRIPT
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UNIONS AND ONLINE EMPLOYEE ENGAGEMENTWalter OrechwaCEO Projections, Inc. June 11, 2018
THE CHALLENGE
Employees are vulnerable to underground organizing
tactics
“
”
IF YOU CAN PLAN A PARTY WITH AN APP, YOU SHOULD BE ABLE TO
ORGANIZE WORKERS.
- Moshe Marvit, fellow at The Century Foundation
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“
”
WITH AN APP, WORKERS COULD GET 30% OF THE CARDS SIGNED BEFORE THE EMPLOYERS KNOW
WHAT'S HAPPENING.-Mark Zuckerman, The Century Foundation
CURRENT TRENDS
•76% of Canadians own a smart phone •90% of all Canadians own 2 or more digital devices•80% own 3 or more•71% own a laptop or netbook•92% have home internet service
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CURRENT TRENDS
•YouTube 74%•Facebook 72%•Facebook Messenger 50%• Instagram 37%•Twitter 31%•Snapchat 23%
WHAT ARE UNIONS DOING NOW?
UNIONS: 3RD PARTY APPS
•UnionBase•Workit•CoWorker• Blind•NameTag
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UNIONS: 3RD PARTY APPS
Workit + Facebook• 100,000 networked• 1 million conversationson Facebook•Claim credit for raisinghourly wages• 10,000+ app downloads
UNIONS: 3RD PARTY APPS
TeamBlind• 3,000+ active companies•Average 40 minute session times• Send & receive private messages•Mobile designed•Online Salting?
Is your company active??
UNIONS: SOCIAL MEDIA
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UNIONS: SOCIAL MEDIA
UNIONS: SOCIAL MEDIA
UNIONS: SOCIAL MEDIA
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UNIONS: SOCIAL MEDIA
• Paid Digital Marketing Direct To Your Employees• PPC advertising• Keyword-targeted• Re-Marketing • Facebook data-driven ads
• Basic Demographics• Location• Interests (often job-related)• Company Name• Friend Lists• Actions Taken
UNIONS: SOCIAL MEDIA
• Twitter• Instagram• YouTube• Snapchat• Custom Websites & blogs:
organizing campaigns, strikes,corporate campaigns, collective bargaining and negotiation
UNIONS: WEBSITES
• Award-winning Websites• Social Media Campaigns• Facebook growth• 221k Facebook fans• Improvement in website
traffic
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UNIONS: WEBSITES
UNION: WEBSITES• Password-protected• Exclusive• Controlled• Fresh• Timely
UNIONS: ONLINE-TO-OFFLINE ENGAGEMENT STRATEGY
•The Supporter Path of Engagement: > Small action > Opt-in> Low-commitment (online or in person)> Commit to participate (or lead)> Support
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CASE STUDY: WHISTLER
• Whistler Workers’Alliance
• UFCW• 4,000+ targeted• Grassroots campaign
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UFCW WEBSITE
UFCW WEBSITE
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SNAPCHAT
YOUTUBE
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CASE STUDY: HARD ROCK
• Hard Rock Casino• BCGEU• 400+• Strike
YOUTUBE
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@SherrardKuzz Mike- what’s next a culinary strike in
Vegas!
FACEBOOKHey, Mike look at this “labour” strike!
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WEBSITE
WEBSITE
WEBSITE
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WEBSITE
WEBSITE
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YOUR PROACTIVE STRATEGY
Facebook•Likes and Follows•FB Messenger•FB Live
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NISSAN FACEBOOK
NISSAN FACEBOOK
YOUR PROACTIVE STRATEGY
Instagram •Company events – create your story•#cleverhashtags•Employee successes•Mission/Vision memes
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NISSAN INSTAGRAM
PROACTIVE STRATEGY
• Twitter•Press•Community•Strangers•Employer Branding
NISSAN TWITTER
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NISSAN TWITTER
YOUR ACTION PLAN
• Educate Yourself• Join The Conversation• Sherrard Kuzz – attorney newsletters• www.LabourWatch.com• CUE Conference, Roundtables and webinars
YOUR ACTION PLAN
• Educate Yourself•Make Online Safety Part of your Culture• Show “Online Safety For Employees: Explained!”
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YOUR ACTION PLAN
• Educate Yourself•Make Online Safety Part of your Culture• Show “Online Safety For Employees: Explained!”
•Communicate Consistently• Begin social media employee engagement• Create a “UnionFree.com” site
YOUR ACTION PLAN: “UNIONFREE.COM SITES
YOUR ACTION PLAN: UNIONFREE.COM CONTENT
•Finances•Membership•Constitution•Bargaining•Strikes
•Union-Free Philosophy•Your Rights•Protect Your Signature•Current Campaign Issues•Company Positives
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YOUR PROACTIVE SOCIAL MEDIA STRATEGY
•All Social Media Channels•Campaign updates•Address Issues•Build Employer Brand•Reminders to vote
YOUR PROACTIVE SOCIAL MEDIA STRATEGY
• Facebook• Promote to those who follow you•Native video• Employee Narratives•Ads to your pixeled (captured)audience• Facebook Lives (builds trust)
YOUR PROACTIVE SOCIAL MEDIA STRATEGY
•Online Video (all channels)•Does not have to be overly “produced” but still professional – the message matters most!•Conversations• Employee Testimonials•Company Positives
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YOUR ACTION PLAN: UNIONFREE.COM
UnionFree.com Website Tips• FaceBook Pixel• Keep it Updated – embed Twitter feed• Include all Social Media links• FaceBook Messenger•Anonymous contact form (Q&A)
IS IT WORKING?
•Metrics To Track•Google Analytics (site visits)•Opt-Ins, Likes, Follows, Open Rates, Site Visits•Media Attention•Video Views•Engagement: Q&A’s etc.
IS IT WORKING?
•Metrics To Track•Google Analytics (site visits)•Opt-Ins, Likes, Follows, Open Rates, Site Visits•Media Attention•Video Views•Online Meeting Attendance•Engagement: Q&A’s etc.
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2,244 votes against unionization and 1,397 in favor
HTTPS://UNIONPROOF.COM/CUETORONTOAll slides, links, resources available here:
WALTER ORECHWACHIEF EXECUTIVE OFFICER
PROJECTIONS, INC.
THANK YOU!