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within a company. The lines are blurred between social media managers and the rest of the organization. Each and every employee can disperse a brands message through major social channels and to a wider audience than ever before. Social concepts ourish within a business from changes in internal communication to social referrals to ll jobs. This is social business.
The denition of social business is difficult to pin down and there is not yet a singular explanation to point to. Essentially, social business draws on technology, full support of every individual in a company and social channels in order to improve customer engagement, marketing strategies, employee collaboration and other business outcomes. The modern concept of social business is still fairly new, and theres much to learn when it comes to measuring its value. However, what is certain are simple ways to begin shifting toward a more social business starting with the hiring process, to a series of organizational changes and social training for everyone. Adopting social business is not a project to check off your list, its a continuous process that must ebb and ow with the ever-changing tide that is inherent in social media. Be sure to throw aside sequential expectations because theres no step-by-step process to creating or shifting to a social business. Each companys path will be different, but what this ebook will tell you is what works. Youll learn about hiring employees with social media skills, promoting organizational changes, what and where employees can share brand content, ways to provide referral incentives, the importance of social training and ways to activate your employees on social media in order to see real revenue.
www.socialmediastrategiessummit.com | www.socialrecruitingstrategies.com
Shifting to a social business is easier when you hire employees that already have the skills. Human resource positions now demand social media skills in order to recruit talent and engage with employees. A 2013 survey by CareerBuilder found nearly 39 percent, or every two in ve companies, use social networking sites to research job candidates. By using social recruiting methods to nd workers, youre already dipping into a pool of talent savvy with marketing themselves on social media.
3 www.socialmediastrategiessummit.com | www.socialrecruitingstrategies.com
HERE ARE FIVE KEY sKILLs TO BE LOOKING FOR IN YOUR EMPLOYEE sEARCh:
2 3 4 5
enTHusiasm
Candidates who work well within a social business will be enthusiastic about working within a team. As important as it is for candidates to be self-motivated and self-directed, social businesses are inherently, well, social. When interviewing candidates make sure theyll be able to communicate effectively with other employees in order for your internal social network to function at an optimal level.
www.socialmediastrategiessummit.com | www.socialrecruitingstrategies.com
www.socialmediastrategiessummit.com | www.socialrecruitingstrategies.com
It may seem basic, but make sure employees are connected to your company by following and liking across channels (Facebook, Twitter, Google+, Pinterest, Vine, Instagram, and anywhere else your company page can be found) and forming contacts with colleagues and employers on LinkedIn. Ensure they are subscribed to the company newsletter and RSS feeds of the company blog.
When employees are sending out your brands message across social channels, it has the incredible effect of humanizing your company, reaching a wider audience and empowering your employees as brand ambassadors. Plus, highly shared content moves up in Google rankings, making it easier for those beyond your vast network to nd your brand content. Most employees are already using social networks on a daily basis, so encouraging workers to include some brand messages as they tweet and post, wont be overstepping personal-professional boundaries. Those who are especially active on social media are likely already including tidbits about the company on their private pages. Its critical to trust employees to post about your brand in their personal networks. Encourage them to post their own original content rather than parroting brand rhetoric. Authentic posts always resonate more effectively with your audience.
www.socialmediastrategiessummit.com | www.socialrecruitingstrategies.com
INCENTIVIZE
No matter what, you never want to force employees to share, but make sure there are benets to reap. Shares: Incentivize your employees to share social marketing content by creating contests or friendly competitions in-house between individuals or departments with free or low-cost rewards like lunches, Starbucks gift cards, and of course, bragging rights. There are a number of solutions out there such as Addvocate, Everyone Social and Branderati that can help with employee evangelism. Each of these tools creates an environment in which employees can more easily and enjoyably engage in brand-led social media. Referrals: In social recruiting efforts, referrals can also be incentivized. If your employees are willing, the pool of talent among your employees social media connections can expand your potential to reach high-quality candidates. Develop an incentive program specically for social media outreach.
www.socialmediastrategiessummit.com | www.socialrecruitingstrategies.com
HOW HOOTSUITE ENCOURAGEs REFERRALs & BREAKs DOWN TRADITIONAL EXECUTIVE BARRIERs
No matter what, employees wont be excited to share a brands message through social media, until internal communication is functioning at an optimal level. HootSuite is dedicated to a social business strategy that begins and ends with ensuring social is integrated into every aspect of the company.
AT HooTSuiTe
75%
CEO Ryan Holmes revealed this stat in a May 2013 blog post, adding the high amount is due to the dialogue we have with our own employees on social. Holmes says anyone in the company from the bottom up, can tweet him or other department heads at any time using Twitter, making it easier to engage with more employees than ever before. A certain amount of openness across employee-employer barriers is how not only a sense of trust and value can be reaffirmed, but it also lays a foundation for great ideas to emerge. This type of collaborative community building within a company creates is what a social business is all about.
www.socialmediastrategiessummit.com | www.socialrecruitingstrategies.com
One of the most crucial ways to create a social business is through social training. Through training workshops employees can learn the ins and outs of different channels, explore their role in the brands overall social strategy, and learn company policies and procedures from a person, not a digital manual. Best of all, because engaging in social media is an ongoing collaborative process, lessons dont end when the workshop is over.
9 www.socialmediastrategiessummit.com | www.socialrecruitingstrategies.com
HERE ARE FIVE REAsONs WhY sOCIAL TRAINING Is sO IMPORTANT FOR ENACTING A sOCIAL BUsINEss:
1 2 3
4 5
www.socialmediastrategiessummit.com | www.socialrecruitingstrategies.com
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Cory Edwards, Head of Adobes Social Business Center of Excellence says, People want to talk to you or me or just the everyday employee. They place far more value in talking to those individuals.
At Adobe past social training has focused simply been on social media managers, but now the company has expanded its training program to all employees. The program aims to empower those employees who want to talk about Adobe on a regular basis, to do so. Its ultimately this social media boot camp that employees will go through to be trained on the basics of, how do you use social, what are the policies and governance components you need to be aware of, but beyond that helping them understand how do you represent the brand in a voice that would be both your own, but also in a way that helps to represent the company appropriately. Heres a clip from a 2013 session at the Social Media Strategies Summit in Boston, where Edwards shows how employee advocates generate real revenue and some easy ways to activate employees.
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www.socialmediastrategiessummit.com | www.socialrecruitingstrategies.com
SOCIAL MEDIA STRATEGIEs FOR FINANCIAL SERVICEs MARCh 25-26, 2014 NEW YORK, NY
Financial rulings and regulations continue to focus in on Social Media usage guidelines. Financial Service Institutions have been slow to approach the opportunities that exist within social media, but the time has come to press forward into the new digital frontier. New platforms continue to emerge, and the benets of social engagement highly out way the risks. This training course will guide you through the social media adoption process by providing marketing strategies, legal advice and industry case studies on how to navigate social media effectively. Learn More: gsmiweb.com/training/social-media-training/social-media-strategies-for-nancial-services.html
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www.socialmediastrategiessummit.com | www.socialrecruitingstrategies.com
4-6, 2014 - LAs VEGAs, NV JUNE 11-12, 2014 - NEW YORK CITY, NY AUGUsT, DATEs TBA - DALLAs, TX NOVEMBER 6-7, 2014 EUROPE, LOCATION TBA
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29 - MAY 1, 2014 - ChICAGO, IL JUNE 18-19, 2014 - AMsTERDAM, EUROPE SEPTEMBER, DATEs TBA, BOsTON MA NOVEMBER 12-13, 2014 SAN FRANCIsCO, CA
Social Media Strategy: Development and Execution Mobile Marketing Strategies Overview Pay Per Click and Display Marketing SEO and SEM Marketing Analytics, Metrics and Measurements for ROI Social Media Policy Development and Management Content Management and Content Marketing Strategies
GSMI is a leader in the industry of executive education, global conferences, summits and training sessions that combine rich learning environments with the opportunity to network with todays most relevant thought leaders, speakers and practitioners. GSMIs annual events have reached 85% of the Fortune 500 companies, in over 30 countries, and cover topics that todays leaders nd most challenging and inspiring.
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