Transcript Social Media Training

SOCIAL MEDIA TRAINING
Peoples Home Equity Inc.
December 2013
Defining social media
• It’s about conversation – being social
• Media because is resembles traditional
published content
SOCIAL MEDIA
VS. SOCIAL
NETWORKING

SOCIAL
NETWORKING IS
ONLY A SUB-PIECE
Sourcing vs. Networking
• It’s about conversation
• Networking it’s all about relationships
Glossary: Tools mostly talked about
Old approach - Push
• Advertising
• Direct Mail
• Mass Distribution;
fax,
email
New approach - Pull
• Really Simple
Syndication (RSS)
• Blogging and
micro-blogging
• Discussion boards,
forums, and
social networks
Peer networks are trusted
• 78% of consumers
trust peer
recommendations.
• Only 14% trust
advertisements.
Changing Demographics
• In 2010 generation Y outnumbered Baby
Boomers.
• 96% of them have joined a social network.
Why social media?





Listen
Connect
Educate
Reassure
Interact
 It’s about engagement!
Blogging for business
• Be a thought leader.
• Engage with key
constituents.
• Provide commentary,
news & information.
• An unpolished, honest
and straightforward
approach.
Blog features
• A strategy for
incorporating keywords.
• RSS.
• Social media sharing.
• Links to other online
properties.
What’s with twitter?
• 1382% growth year-overyear.
• More than 7million
unique visitors.
• 55% of users haven’t
tweeted.
Twitters following
• Ashton Kutcher and
Ellen Degeneres have
more twitter followers
than the entire
populations of Ireland,
Norway and Panama.
Inbound marketing
• Twitter drives 25% of
traffic to websites and
blogs each month.
How to succeed
• Act less like
traditional
advertisers and
more like party
planners,
aggregators and
content providers.
How do businesses use it?
•
•
•
•
•
•
Public relations
Customer service
Loyalty building
Collaboration
Networking
Thought-leadership
• Customer
acquisition
(marketing)
• Talent attraction
• Etc.,
• Etc.,
• Etc.
Reputation management
• Social media
exposes you to
significant risk,
including damage to
a company’s
reputation.
• Have an Internet
reputation risk
management plan.
Social Media engagement
• Elements of a good policy…
 focus on people and behavior, not tools
 encourage professional behavior
 don’t say bad things about our company or
its competition
 don’t engage in sexual harassment
 don’t share trade secrets or insider info
 don’t use curse words
So what can we do?
• Define –
 WHY?
 WHO?
 WHAT?
 HOW?
Why?
• How we attract talent is changing…
How?
• Find out what your company is already doing…
How: Step by Step
• Listen
• Care
• Converse
– Dialogue, not
monologue
• Promote
• Measure
Advantages of social media
Old way…
• Controlled
• Organized
• Exclusive
• One sided
• Product-driven
New way…
• Transparent/Open
• Inclusive
• Authentic
• Vibrant
• Consumer-driven
How do I get on the social media
highway?
• Listen
– Immerse
yourself in
conversations
– Visit social sites
to observe
– Ask your coworkers, kids
who…
• Google alerts
• Participate /
Converse
– Dialogue, not
monologue
• Getting
started
– Set up a profile
– Friend 25
people you
know
– Converse!
Driving your blogs to success
• Stay focused on your niche:
People really don’t care about the
“real you.” Your readers tune in
for news, tips and trends in the
Mortgage Industry… so stay
focused.
• Not a good writer? That’s ok: If
you don’t feel you can write well
or don’t have the time to write,
then consider working with an
agency. They may be able to
provide you with a great blog
writer.
Driving your blogs to success
• Quality content rules: if your time
is tight, focus on fewer posts of
very high quality instead of many
posts of low quality. Low quality
content will drive away your
audience.
• Curate content: Attempt to
engage your audience by posting
other points of view from another
blog and commenting to drive the
conversation.
• Engagement: Be sure to stimulate
the conversation and keep it alive!
When replies are posted,
comment back… “prime the
pump” as the late Zig Ziglar said.
Driving your blogs to success
• Promotion: This is the most
important part… and should be
the most fun as well! We are
often surprised by people who
write great posts but fail to
distribute them appropriately
across various social networks…
Facebook, Twitter, LinkedIn
updates, LinkedIn Groups and
Google+ for example. Also, don’t
forget about email or even snail
mail every once in a while.
Traffic alerts
• Privacy
– Customize what your
“Friend” lists can see
about you
(professional vs
personal)
– Create “Friend” groups
– Edit privacy settings
Traffic alerts
• Etiquette
– Once you are riding
the social media
highway, remember to
obey common Internet
traffic rules of thumb
 No caps = no
screaming, etc.
Traffic alerts
• Policy
– Obey company
guidelines for
participation
Traffic warning
• Policy
– PHE does not allow
business related
postings to occur on
the following formats:
 Pinterest
 Snap Chat
 Instagram
PHE’s Social Media (SM) Guidelines
1
• SM compliance includes monitoring &
regulating employee blog posts and
trolling activities
2
• Posting inflammatory, extraneous, or offtopic messages to provoke an emotional
response is prohibited under the PHE
brand. Disciplinary actions will occur.
3
• Outside the workplace your rights to
privacy and free speech are protected;
but should not be endorsed by or
originate from PHE resources.
PHE’s Social Media (SM) Guidelines
4
• Listing a work affiliation on a social
network means it’s viewed as a businessrelated network.
5
• When posting to blogs, etc. the
employees should always use their
names. Business postings should
disclose the employer affiliation.
6
• Employees must never create an alias
and should never troll or use anonymity.
PHE’s Social Media (SM) Guidelines
7
• Do not post any info or conduct any
online activity in violations of local, state
or federal laws or regulations.
8
• Never be false of misleading in online
credentials. Maintain accuracy in online
biographies with no embellishment.
9
• Use the words “expert” or “specialized”
very sparingly. Only use when such
claims can be substantiated and
approved by PHE for usage.
PHE’s Social Media (SM) Guidelines
10
• Never use so-called “triggering terms” as
set forth in advertising guidelines.
11
• Be direct, informative and brief.
Acknowledge information courteously
and promptly.
12
• Identify all copyrighted or borrowed
material with citations and links.
PHE’s Social Media (SM) Guidelines
13
• Ensure your post is accurate and truthful
(without factual error). Spell & grammar
check everything.
14
• If your blog or post entry contains an
error or mistake, correct it.
15
• Use sentence case format, not capital
letters. Avoid personal attacks, online
fights, and hostile communications.
PHE’s Social Media (SM) Guidelines
16
• Write reasonably, factually, and with
good humor.
17
• Never disclose proprietary or confidential
information of PHE or consumer.
18
• Before sharing a comment, post, picture
or video about a client, employee, or
associate – obtain their consent or don’t
post it.
PHE’s Social Media (SM) Guidelines
19
• You cannot solicit a client or offer
products or services without PHE’s
written consent.
20
• PHE reserves the right, as a condition of
your employment, to require you to
remove content from any website we
deem inappropriate or violation of rules.
21
• PHE reserves the right to modify these
SM guidelines at any time without notice
or liability.
SM has down side
•
6/06/13: Guy licks Taco Bell shells and posts it
online.
•
(CNN) -- At this point in the digital age there's
probably enough evidence to make people think
twice about what they say or do online, lest it
become social media fodder, right?
•
Wrong.
•
An image that was shared on social media of a
Taco Bell employee licking a stack of taco shells
once again demonstrated the unintended -- but
probably not unforeseeable -- side effects of social
media.
•
Taco Bell said the picture itself was acceptable as
part of a contest. The fact that it was shared on
someone's personal social media account violated
the franchisee's policies. But each week seems to
bring a new story of someone posting something
they definitely shouldn't have.
•
Somehow, the wrong people always manage to
see it.
SM has down side
• 6/03/13: Bus Driver fired over
Facebook post.
•
Georgia school bus driver Johnny Cook was
upset after a student on his bus said he was
denied lunch because he owed 40 cents.
Cook wrote about it on his public Facebook
profile; the school found out and asked
Cook to apologize and remove the post.
Cook wouldn’t do it, and was fired.
SM has down side
•
7/2013: Denver math teacher
tweets about her hot students and
how she likes to smoke weed.
•
The headline says it all for this one.
Basically, Carly "@CarlyCrunkBear"
McKinney, a tenth-grade math
teacher, had a very controversial
Twitter account that the school she
worked for discovered. Her
employers were not happy and
placed her on administrative leave.
Her students thought her racy
photos and tweets about marijuana
and club music were pretty cool,
though, and protested online to get
her back. She was fired in the end.
SM has down side
•
4 years ago: California Pizza kitchen
server complains about his
uniform.
•
Former California Pizza Kitchen
server and social media butterfly
“Timothy DeLaGhetto” aka @Traphik
claimed he was fired for tweeting
about how he didn't like the
company's new uniforms. As he
explained in his infamous YouTube
video, black button-ups make his
small frame look "tinier than it is."
Or, as he told his employer in a sincedeleted tweet to its corporate
Twitter account, "black button ups
are the lamest s--t ever!!!"
SM has down side
•
2011: Gilbert Gottfried pokes fun
at Japanese tsunami victims.
•
The comedian with an annoying
voice was enjoying a career revival as
the voice of the Aflac duck when he
tweeted a few insensitive jokes
about the 2011 tsunami in Japan.
You be the judge:
"I was talking to my Japanese real
estate agent. I said 'is there a school
in this area.' She said 'not now, but
just wait.'"
Less than an hour after the jokes
were posted on Gottfried's Twitter
account the insurance giant
announced that he had been fired.
•
•
SM has down side
• 2010: Former MLB player
congratulates “all the dirty
mexicans” on Twitter.
• Former Washington National and
radio show producer Mike Bacsik
told reporters he was drunk at a
bar and despondent over the
Mavericks game 4 loss in the 2010
NBA playoff series when he
tweeted "Congrats to all the dirty
mexicans in San Antonio." He was
promptly fired from his job at “The
Ticket,” a radio show on KTCK-AM
in Texas.
The biggest message on SM?
• Social media use should comply with all of
the same requirements – disclosures,
substantiation, privacy, etc. – that the
company applies to any advertising,
communications or transactions that it allows
online.
• Ballard Spahr LLC
• Managing SM Risks 11/14/13
Who’s Who
Compliance Team Contact information
Committee
[email protected]
Rebecca Gonzalez [email protected]
Brian Dutton
[email protected]
Questions?
615-872-0220 x603
THANK YOU!
PEOPLES HOME EQUITY INC.
5205 MARYLAND WAY, STE 100, BRENTWOOD, TN 37027