Date post: | 15-Jan-2015 |
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Technology |
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Top Ten Ideas: How to run a social media training program
Liz Brown Bullock, CEO Social Arts & Science Institute (SASI)@lizbbullock Liz Brown Bullock (LinkedIn)#BrandsOnlyDecember 10th , 2013
#1 Build a business case and sell it in…
Dell customers were out there: 10K+ conversations a dayDell employees were out there: 400+ mix active employees• Executives are critical to the success of your social training
program
Image source: http://irsmartt.com/2012/07/fortune-500-ceos-social-media/
Tools to help identify active employees
• Most influential employees
• Department• Latest activity• #hashtags• content
www.socialook.com
www.followerwonk.com
#2 Identify business objectives
• What business objectives are you trying to solve?• Social media training objectives should ladder to company
business objectives.
(sample)All employees Sales Customer Service
Marketing
Protect the brand online
Increase sales Cost Savings Customer Insights
Deepen customer relationships
Lead Generation Decrease online customer complaints
Increase traffic to website
Amplify our brand story
Thought Leadership Insights to improve products and services
Cost efficient marcom vehicle
#3 Build training content tied to objectives
Risk Mitigation
Activate employees to be a better business
Risk Mitigation
Activation to be a more effective business
• Policy (Dell Principles)• FTC training• Examples of how to disclose• #iwork4Dell• Employee roles• Resources, best practices
• Actionable content • Scenario training (driver’s seat)• Provide “to do” list• Certification program• Survey: “Is content actionable?”
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#4 Balance between the “what” and “how”
What How
• Relevant strategies and framework to stand the “test of time”
• Company’s POV on best practices
• Determine “must know” content
• Tips on personal brand
• Actionable training content
• In-person, online, mobile, etc.
• Determine tone
• Scenarios to teach judgment
• Writing exercises
• Create excitement and dialogues
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#5 Package your program
• McDonald’s Training Center of Excellence: Hamburger University
• Sprint Ninja Program with top ambassadors being “black belts”
• Dell’s Social Media and Community University: SMaC U
You don’t know SMaC. Until you have been Trained by
SMaC U
• Electronic and printable certificates sent to employees
• Certified employees received e-signatures to tout certification
• Employees avatars and Twitter backgrounds
Ex: Dell SMaC U Certification Program
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#6 Tie the right metrics to the journey
Adoption
AwarenessTIME
Results
EM
PLO
YEE B
EH
AV
IOR
CH
AN
GE
Business Results:• Increase in
traffic to website
• Increase in earned media value
• Increased reach
• Improved SOV• Effective
Acquisition play
• Revenue impact
• SEO
Adoption Results:• Total Brand
Ambassadors• Total Employees
Representing Online
• Total Social Handle Requests (Governance)
• Increase % of amplified content about brand
• Decrease in rogue social accounts
• Decrease in employee social boo-boo’s (adopting best practices)
• Increase in blogs
Participation Results:• Total Registered• Total Attended• Class Fill Rate• Unique Attendees• Average Classes
Attended• Professional
Certification• Spokesperson
Certification• % by team/org
Performance Results:• Survey data• Anecdotal
feedback• Comparison of
attendance per course
• % of participation hours vs. other training courses
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#7 Use executives to drive program awareness
• Launched Unconference with Dell’s top 200+ social media employees to announce SMaC U
• Michael Dell participated • CMO provided intro video• VP shared on internal Dell blog
launch of SMaC University
#8 Continue the conversation & ride the bike
• Learning continues after employees leave the classroom…
#9 Co-create with your best employees
• Ask employees where they have questions and gaps
• Use rock star employees as examples in training content
• Pilot training classes with employees
Why not crowd source? Use the wisdom of your employees…
#10 Identify & reward small courageous steps
• Product samples• Networking events• Inside out Speakers• Awards – you tube
socks• Certificates• Emails from VPs• Blog post
Top Ten Ideas:
#1: Build a business case and sell it in…#2: Identify business objectives#3: Build training content tied to objectives#4: Balance between the “what” and “how” #5: Package your program#6: Tie the right metrics to the journey #7: Use executives to drive program awareness#8: Continue the conversation & ride the bike #9: Co-create with your best employees#10: Identify & reward small courageous steps
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Employee Manifesto: Gautam Ghosh
http://www.gautamblogs.com/2010/05/social-business-employee-manifesto.html?m=1
• Thank You