February 26, YP40 Mentoring Moment: What is Your Social Media Brand? 2013 Worldwide ERC

Transcription

1 February 26, 2013 YP40 Mentoring Moment: What is Your Social Media Brand? 2013 Worldwide ERC

2 Welcome and Learning Zone Instructions Technical difficulties? Dial , or e mail questions to support@webex.com To submit a question 1. Click on the Q&A tab in the lower right hand portion of your screen 2. Type your question into the dialog box at the bottom of the screen 3. Click the Send button To return to meeting room window: If you are in full screen mode, you may return to the meeting room window by clicking the View Meeting Room button located at the bottom left corner of your screen.

3 Today s Presenters Moderator: Angela Tan, CRP Assistant Director, Client Development CapRelo YP40 Chair 2013 Presenters: LaDonna Tucker Director of Talent Acquisition & Mobility for North America HR Operations Schneider Electric YP40 Committee Member David Stephenson Director, Information Technology Worldwide ERC

4 Quick Poll Do you friend your clients or vendors?

5 Integration or Separation? Fully integrating social media into the organization positively affects companies in three key areas: 1) More effective marketing and communications

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7 Quick Poll Do you tweet about the project you re working on?

8 Integration or Separation? Fully integrating social media into the organization positively affects companies in three key areas: 1) More effective marketing and communications 2) Higher customer satisfaction

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10 Quick Poll Do you know how to support your company on social media?

11 Integration or Separation? Fully integrating social media into the organization positively affects companies in three key areas: 1) More effective marketing and communications 2) Higher customer satisfaction 3) Stronger financial returns. (But boundaries are important, too!)

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13 Pro Company Message and tone centered around the company brand, mission, and value statements Example Nike Employee tweets: Always time for a quick run. Just do it!

14 Pro Self Message and tone centered around your personal brand, truths, and uniqueness Example Real Estate Company employee posts: Democrat or Republican? Neither.

15 Pro Team Message and tone reflect your unique voice while supporting company values Example Google employee posts: Amazing conversation with a former colleague today. Love creative minds!

16 What s YOUR Appetite for Risk? of IT and IT security practitioners agree that employee use of social media puts their organization s security at risk of organizations lack guidelines for social media use in the workplace. Source: Smarsh.com

17 Social Media Risks for Employees 1) Using personal accounts to communicate confidential, sensitive, or proprietary work related information. 2) Posting pictures or information that might damage a company s brand. 3) Excessive employee use of social media in the workplace. 4) Employee access to social media via mobile, which may result in data theft or leakage.

18 Social Media Risks for Employers 1) Opening the feedback floodgates. 2) Letting employees get social for the company. 3) Letting users upload their content. 4) Misrepresentation of brand/ Presenting an unclear brand through mixed message Source: Hubspot.com

19 Social Media Social Network Are they the same? A Social Network is A platform or destination for people to connect online. Facebook and LinkedIn are both social networks. Social Networking is when people interact with one another online. It is about engaging in a two way conversation with your targeted audience. Social Media is Something that happens on social networks. It is the content that exists on social networking sites. You can have a social network without social media but social media cannot exist unless it has a social network platform to exist on.

20 Top 5 Social Media Sites 750,000,000 unique monthly visitors 250,000,000 unique monthly visitors 110,000,000 unique monthly visitors 85,500,000 unique monthly visitors 70,500,000 unique monthly visitors

21 Ways companies are using social media 72% of companies have a social media strategy Exchanging Ideas Big Data Data Compression Social Media Archiving Information Sharing Recruiting Quit counting fans, followers and blog subscribers like bottle caps. Think, instead about what you re hoping to achieve with and through the community that actually cares about what you re doing. Amber Naslund, Social Media Today

22 The image part with relationship ID rid26 was not found in the file. Do companies like Social Media? Scenario 1: Company Customers Potential Customers Scenario 2: Customer or Employee Friends, Family and Colleagues World Wide Web Businesses used to have a small suggestion box near the door that mostly housed dust bunnies and an occasional piece of gum. Rarely would someone get back to you. But people can now make a post from an iphone or BlackBerry while they re sitting in your restaurant. Charles Nelson, President of Sprinkles Cupcakes

23 Social Media: What are the benefits? Social Media is amplified word of mouth marketing. That can include marketing a company or promoting yourself. Benefits for Companies Greater exposure Increased understanding of company brand Creation of new business partnerships and relationships Low or no cost customer research Expanded Customer Relationship Management Improved search engine results Reduced marketing costs Benefits for Employees Build personal brand Networking Personal/professional development Low or no cost customer research Expanded Customer Relationship Management Improved search engine results Reduced marketing costs

24 Do employees like Social Media? Gen Y Employee Population 2 of 5 Gen Y workers rate social media access above receiving a higher salary 63% of young job seekers expect Employers on Facebook Professional Employee Population Over 50% of workers 55 and older use social media at work everyday 47% of professional job seekers expect Employers on LinkedIn * 94% of all job seekers expect employers to reach out to them on at least one social media channel!

25 Social Media at Work Formal Social Media Policy Employer Stances on Social Media 47% Large Companies 57% Small Companies 53% of Employers have a formal policy on the use of social media at work 52% Medium Sized Companies 42% of employers say no to any use of social media at work

26 Personal Brand vs. Professional Brand Which is more important? Steve Jobs = Apple Personal and professional brands have become wrapped up in one another. How we view someone often has an impact on how we view their business. Perception is reality.

27 What does your social media page say about your personal brand? Remember the 3 Ps Polite Do you stop and think before you post to ensure you are not displaying rudeness or hostility? Persistent When was the last time you looked at your profiles online and updated them? Professional How do you want others to view you as an individual and as a professional? Twitter is a great place to tell the world what you re thinking before you ve had a chance to think about it. Chris Pirillo, Blogger

28 Establishing a Personal Brand Benefits: Establishing a personal brand allows you to differentiate and position yourself from the competition. Elements: Personal Appearance Select appropriate clothing for your profile photo and show your best self. Use the same photo on all social networking sites. Personality Your values, goals, identity and behavior online should reflect your brand. Competencies Show what is unique about you, your skill set, and so on. The Differentiator Offer a unique value proposition or benefit to your target audience. Grow your brand: Personal branding is ongoing. As your experiences, maturity and competencies grow, your brand will enhance. Create and maintain your evolving brand so you can positively communicate your perceived and unique message.

29 Social Networking Strategies Strategy 1 One Profile Use one profile for all social media networks Pros: Simplicity; easiest method to use Build a well rounded online identity Update all of your contacts at once Cons: More reserved Strategy 2 Separate Profiles One for personal, one for professional Pros: Maintain work/life boundaries Eliminate fear of colleagues or boss seeing personal details of your life that you may not want to share Messages from contacts will be more relevant Cons: More difficult to maintain Harder to see or share updates across all contacts Strategy 3 Focused Use Use separate social networking services for different purposes Pros: Maintain work/life boundaries Eliminate fear of colleagues or boss seeing personal details of your life that you may not want to share Messages from contacts will be more relevant Cons: More difficult to maintain Harder to see or share updates across all contacts

30 Social Networking Do s and Don ts Privacy is dead and Social Media is holding the smoking gun. Pete Cashmore, Mashable CEO Do s Do maintain your accounts. Update regularly. Do share articles, videos, blog posts and other content that your targeted audience will find useful. Do promote yourself. Do engage your peers, both current and future. Do remember whom you are talking to. Do check your privacy settings. Do present yourself with consistency. Don ts Don t share too much information, especially of a personal nature. Don t neglect to proofread your social media posts as carefully as you would a resume. Don t forget that people may have a different sense of humor. Don t forget that professional colleagues associate you with your company. Don t forget the power and reach of social media.

31 Creating a SM Policy: Where to Begin? Basic social media policies for employees should include the following, at a minimum: guidelines on what employees should talk about online instructions on avoiding inappropriate content rules preventing abuse socialmediagovernance.com/policies.php Sources: Monster.com Socialmediagovernance.com

32 Measuring the Outcome Know Your Goals Establish Baselines Track Efforts

33 Gauging Social Media

34 Tips on using social media to help improve your online reputation for companies and employees. Get a good grip on your goals and know your strategy. Be newsworthy. Talk to people/companies that are being talked about.

35 Questions & Answers

36 Keep the Discussion search for Worldwide ERC YP40 facebook.com/worldwideerc pinterest.com/worldwideerc/yp40 young professionals under 40/

37 Thank you for attending! Visit the Worldwide ERC web site at or contact Worldwide ERC for more information on these topics