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 MEDIAVS. 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, andsocial 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-over-

year.• 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 mediaOld 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 co-workers, 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

• SM compliance includes monitoring & regulating employee blog posts and trolling activities

1• Posting inflammatory, extraneous, or off-

topic messages to provoke an emotional response is prohibited under the PHE brand. Disciplinary actions will occur.

2• Outside the workplace your rights to

privacy and free speech are protected; but should not be endorsed by or originate from PHE resources.

3

PHE’s Social Media (SM) Guidelines

• Listing a work affiliation on a social network means it’s viewed as a business-related network.

4• When posting to blogs, etc. the

employees should always use their names. Business postings should disclose the employer affiliation.

5

• Employees must never create an alias and should never troll or use anonymity.6

PHE’s Social Media (SM) Guidelines

• Do not post any info or conduct any online activity in violations of local, state or federal laws or regulations.

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• Never be false of misleading in online credentials. Maintain accuracy in online biographies with no embellishment.

8• Use the words “expert” or “specialized”

very sparingly. Only use when such claims can be substantiated and approved by PHE for usage.

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PHE’s Social Media (SM) Guidelines

• Never use so-called “triggering terms” as set forth in advertising guidelines.10

• Be direct, informative and brief. Acknowledge information courteously and promptly.

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• Identify all copyrighted or borrowed material with citations and links.12

PHE’s Social Media (SM) Guidelines

• Ensure your post is accurate and truthful (without factual error). Spell & grammar check everything.

13

• If your blog or post entry contains an error or mistake, correct it.14

• Use sentence case format, not capital letters. Avoid personal attacks, online fights, and hostile communications.

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PHE’s Social Media (SM) Guidelines

• Write reasonably, factually, and with good humor.16

• Never disclose proprietary or confidential information of PHE or consumer.17

• Before sharing a comment, post, picture or video about a client, employee, or associate – obtain their consent or don’t post it.

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PHE’s Social Media (SM) Guidelines

• You cannot solicit a client or offer products or services without PHE’s written consent.

19• 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.

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• PHE reserves the right to modify these SM guidelines at any time without notice or liability.

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PHE’s Social Media (SM) Guidelines

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 since-deleted 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 informationCommittee compliance@peopleshomeequity.com

Rebecca Gonzalez rgonzalez@peopleshomeequity.com

Brian Dutton bkdutton@peopleshomeequity.com

Questions? 615-872-0220 x603

PEOPLES HOME EQUITY INC.5205 MARYLAND WAY, STE 100, BRENTWOOD, TN 37027

THANK YOU!