Social Media Management - Client Training Overview

© 2015 AZBlue | www.AZblueinc.com

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CLIENT SOCIAL MEDIA TRAINING SOLUTION


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OBJECTIVES: CLIENT SOCIAL PROGRAM

• Creation of a Social Program that enhances the learning and sharing capabilities of the Client nationwide to provide:

− Social Media techniques & Best Practices− Industry Trends and information− Increase customer access− Relevant information real-time to drive sales leads and close

opportunities• At the foundation of the Social Program is are Training Modules to:

− Deliver Social Media Best Practices and techniques− Capabilities of Social to build and access potential Sales Leads− Tactics and relevant content to initiate an ongoing client

relationship Engagement Management (close, up-sell and retain sales opportunities)

− Create an ongoing community approach within the Client Sales organization provide support, relevant content and celebrate success!


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TRAINING: LONG TERM CONSIDERATIONS

• Social Media continuously evolves in terms of technology, channels, techniques, influencer/engagement methodologies and applications

• Employee Churn• Individual needs vary by client type, vertical & regional considerations• Continuous changes to Client’s market, technologies, applications and portfolio• Keeping a large, nationally dispersed Sales Organization educated on Client core

strategies is cumbersome and takes weeks to initiate vs. Social which is real-time and interactive!


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CREATING A PROGRESSIVE, MODULAR APPROACH TO LEARNING & SHARING!


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THE AUDIENCE

• Training Program Targeted at:• AE1,MAE & SAE Sales Titles• Sales Management• Marketing• Product Management• Legal


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TRAINING COMPONENTS

Institute an ongoing Knowledge Transfer Program as part of Client Management Objectives providing continuous access to social practices/ techniques, information and market trends on real-time basis to include:• Best Practices – What are the basics of Social

– Building a professional profile– Ways to utilize social as a means to drive sales– Relationship management– Publishing (posting, curating & authoring content) guidelines

• Social Media as a Sales Tool– Uncovering sales leads– Developing and closing leads– Social CRM trends & insights– Channel trends & insights

• Social as a Client Relationship Management Tool– Creating an ongoing relationship with clients to protect and grow sales opportunities

• Client Support Community– Sharing successful knowledge, techniques & content– Celebrating success– Recognizing the Best-of-the-Best to motivate & incentivize sales excellence!


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TRAINING OPTIONS

• Option 1 – Social Tools– Weekly listening and content curation/sharing support to provide market insights & POV’s

relevant to Client Sales customers

• Option 2 – Basics of Social 101– Initial Kickoff (30 Minute Webinar) to discuss Best Practices, Channels, Techniques and the Client

Social Rules/Guidelines around publishing and the brand– 3 Additional Self-paced Learning modules (Channel, Publishing & Engagement Techniques) –

1/quarter

• Option 3 – Social Bachelors Degree– Initial Kickoff– 6 Additional Self-paced Learning modules (Option 1 Modules + Customer Relationship, Lead

Generation & Content Curation/Sharing Techniques) – 2/quarter

• Option 4 – Social Masters Degree– Ongoing Social Support (Options 1-3) + real-time support to enhance Client Sales Organization

effectiveness to drive new, up-sell and retention opportunities as well as create a Best-in-Breed Social Community for all Sales resources as an enhancement to standard sales training.


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CASE STUDY – CISCO SOCIAL MEDIA TRAINING

• Goal – Create an internal and external social media training program for Cisco to grow and share knowledge, promote courses and provide the means for collaboration and reverse mentoring.

• Process – After conducting internal & external audits, Cisco created 3 tracks focused on internal (employees/partners), executives and external (customers) offering:

• Impact – Through the spirit of collaboration and mentoring, Cisco has created an enterprise-level brand approach using social at the core to create a stronger shared investment across the company, while enabling individuals to participate in a larger role in how the brand is perceived globally!

– employees/contractors ability to learn about social media and earn 3 levels of certifications and badges

– 1-on-1 sessions for executives to grow their skill sets

– Cisco customers with on-demand and/or customized 1-on-1 sessions.

• Results to Date– Internal program (launched 5/12) - over

3,000 courses taken across 35 countries

http://www.cisco.com/web/learning/social/index.html

http://www.cisco.com/web/learning/social/index.html


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A BUILDING BLOCK APPROACH

• Internal Needs Assessment/Audit Current Social Policies

Goals & Objectives

Timelines & Deliverables

Initial Live Training

Additional Modules

Basic 101Using Social

Channels

BuildingCustomer

RelationshipsLead Generation

Content Library

Content & Publishing

Closing Sales/ Upselling

Engagement Techniques &

RoR

Creating & Curation

Techniques

Building a Social Profile as an SME

• Training Program Design

• Training Program Development

• Training Program Launch & Evaluation

• Ongoing Training Support

2 Weeks

2 Weeks

4 Weeks

2 Months

6 months -Ongoing


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A BUILDING BLOCK APPROACH

Curriculum

Option 1

Option 2

Option 3

Option 1 +

Option 2 +

Module5

Module6

Module7

Module1

Module2

Module3

Module4

Module8

Module9

Module10

Module11

Module12

Social Overview

Social Platforms

The Role of Content

Building Relationships

Lead Generation

Building a Social Profile

Closing Sales

Business Development

Authoring/CuratingContent

Moderating KT Sessions

Collaborative Solutions

Engagement Skills


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SOCIAL TRAINING – MODULE BASICSOption 1

Social Basics“Building a Sales Funnel”

Option 2Social Bachelors Degree“Managing the Sales Funnel”

Option 3Social Masters Degree

“Growing the Client Enterprise”

Building Relationships

Lead Generation

Building a Social Profile

Closing Sales

Business Development

Authoring/Curating Content

Moderating KT Sessions

Collaborative Solutions

Social Overview

Social Platforms

The Role of Content

Engagement Skills

• Client Corporate Policies

• Trends in Social• Rules of the Road• Do’s & Don’ts

• Building Communities• Social Platforms• What is Social CRM• Facts, Fads & Fiction• What is Influence

• Friending vs. Stalking• Sharing techniques &

Best Practices• Joining Groups

• Keeping it Professional (LinkedIn vs. Facebook)

• Using Social CRM

• Finding and Sharing the Right Content at the Right Time at the Right Frequency

• Using Your Networks & Client SME’s to overcome issues

• Facebook• LinkedIn• Twitter• YouTube• SlideShare

• Pinterest• Instagram• Foursquare• Others• Meet-Ups

• Uncovering Customer Needs

• Sharing Success (Testimonials)

• Real-time Engaging

• Hunting vs. Trolling• Following Customer

websites• Using Forums & Blogs

• Role of Groups• Sharing Contacts• Publishing Industry

focused POV’s

• Using Social Measure Success/ MBO’s (growing fans, followers, links & shares)

• How to curate• How to write articles• Top Curation Sites• Bookmarking

Techniques

• Optimizing content around customer needs & interest

• Rotating themes• Creating calendars

• Getting Published• Becoming a Social

SME• Growing Influence

Skills & Scores

• Growing Your Followers

• When & What to Tweet

• Mastering LinkedIn

• Becoming an Industry SME

• Participating in Blogs & Forums

• Creating Industry Accepted POV’s

• Generating the right tone

• How to engage• When to engage• Frequency of posts?

• Frequency• Platforms• How to moderate• Hosting Town hall

meetings for clients

• Sharing Best Practices Internally

• Using Social as a Training and Sharing Platform

• Social as a mentoring, coaching and support platform

• Using Social as a Collaborative Platform to create innovative solutions

• Using Social as a process for defining Social CRM & Competitive Advantage


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SOCIAL TRAINING – THE PROGRAM

Focus Channels(How trained)

Support(What we provide)

Results(BO’s)

Option 1Social Basics

“Building a Sales Funnel”

Initial - 3-4 Regional WebEx Sessions with 10-15 Students (Conducted by

NMS)

Modules – 30 minutes PowerPoint Decks in Client LMS (created by NMS)

Initial Focus Groups

Content Audit

Curriculum Design & Creation

Training

Creating a uniform and consistent process, platform and methodology for all Client Sales Resources to use social as a means to represent the

Brand in a public forum.

Option 2Social Bachelors Degree“Managing the Sales Funnel”



Training

Content Development, Curation & Sharing (X per week)

The ability to use Social Media as a means to build and manage a sales

funnel through relationship building and content delivery. Measured in growth of likes, links, shares and

Connections

Option 3Social Masters Degree

“Growing the Client Enterprise”



Training

Content Development, Curation & Sharing (X per week)

Ability to use Social to become a industry SME in terms of

publishing/blogging Client content and sharing internally with all

resources to grow the business and brand


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NEXT [FIRST] STEPS…


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THE JOURNEY: CREATING THE RIGHT SOLUTION

14

OPTIMIZE

BUILD

MANAGE

DESIGN

Visualize the end-state

Imagine

• What is the purpose of the SMP?• What does success look like?• How will it work?• How will success meet/exceeds the needs of the Customer?

• Who will run it on a day-to-day basis?• What assets do you have?• What assets do you need?• Who are the customers and what are

their needs/expectations?• Will it be scalable to meet short-term

and long-terms needs?

Making it work!

Creating the right platform

• How does it work on Day 1+ ?• Is it running efficiently?• Are the customers happy?• Are they receiving value?• Can it be better?• What needs to be altered/added?• What is the growth plan?• Are the right skill sets in-place?

• What technologies exist now?• Is there a workflow in-place?• How do you integrate existing

investments into the platform?• What/who are the right

complimentary tools & partners• What are the priorities in terms

of Day 1 production?• Who owns the process?• Is it internal, external or matrix

managed?

What does it need to get there?

Ideation

Creation

Activation

• What is in-place today?• What are the brands SWOT?• What current assets are available –

tools, technology, people, training & content?

• What investments have been made?• How are things done now (process)?• Are the KPI’s & Metrics applicable

and measureable?• How is [will] success measured?• What is realistic?


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Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat – General Sun Tzu

azurite blue inc. - we are a consulting firm that has the

experience and ability to help clients articulate their needs

with regards to “all things social,” and create an operational

roadmap to get there!

More importantly, we help design strategies that are based upon executable

tactics and tactics that support achievable strategies!

Contact: Jim Clark – 908-305-8475

[email protected]

www.linkedin.com/in/azblue/

mailto:[email protected]

http://www.linkedin.com/in/azblue/

Date post:	17-Jul-2015
Category:	Social Media
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