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Presented September 15th, 2014 at Employee Advocacy Summit on ten steps to strategically consider when launching a social media training program.
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Performance and Risk Management Through Training#EASummit14
Liz Bullock, CEO, Social Arts & Science Institute (SASI)@lizbbullockLiz Brown Bullock (LinkedIn)
SASI© 2
A big challenge of social media training
(risk mitigation) (scaling engagement)
1 2
Visibility
Warmth
Cost Benefits
SASI© 3
Training needs to balance both risk mitigation and scaling engagement
(risk mitigation) (scaling engagement)
Missteps affect everything from reputations to value propositions to sales
Social Business
Social Selling
Brand Reputation
Customer Support
Talent and Acquisition
1 2
Step #1: Is your Organization ready?
Competency
Maturity RatingsStage 1:
HierarchyStage 2:
EmergentStage 3:
SynergisticEmployees feel
restricted to share any content about the
brand, even on personal social media
platforms
Handful of employees are sharing brand content and some engagement with
customers and prospects
Robust organization armed and working collaboratively to
connect with customers, prospects,
advocates & Influencers
Policies & Governance
No Guidelines Restrictive Inclusive
Training No Training Ad hoc Formal Program
Metrics & Measurement
Anecdotal Activity TrackingBehaviors & Outcomes
Tools & Technology
Consumer tools used by individuals
Mix of consumer tools & enterprise
tools
Social Functionality is integrated throughout
Leadership Command & Control
Consensus Collaborative
© Confidential 4
Inspired by Community Roundtable Community Management Maturity Assessment.
1
2
Step #2: Identify business objectives
(sample)
All employees Sales Customer Service
Marketing
Protect our brand and employees (RISK)
Increase sales Cost Savings Customer Insights
Deepen customer relationships
Lead Generation Decrease online customer complaints
Increase traffic to website
Amplify our story Thought Leadership Insights to improve products and services
Increase store traffic
SASI© 6
Step #3: Get employees to understand a 2 page legal document
• Create overarching principles to summarize policy• Create video and/or course to teach principles• Provide judgment exercises • Show employees examples of what good and bad look like• Include personal branding guidance and tips • Integrate into other corporate training compliance courses• Utilize Executives to share this message
SASI© 7
Step #4: Define and prioritize your target audience(s)
All employees
Social Media
practitioners
Executives
Some employees (organizatio
n, SME, etc.)
What does each one of these audiences need to know and do (or not do)?
SASI© 8
Step #5: Identify what you want your target audience to think, feel and do
• This exercise informs your training content strategy
THINK
• Knowledge• Awareness
FEEL
• Preference• Liking
DO
• Actions• Convictions
SASI© 9
Step #6: Training content should ladder from risk to specific activation
• Executive target audience example
Social media Policy
Power of Social Media and Business Benefits
How to effectively manage and lead social teams
How to build a personal social brand
SASI© 10
Step #7: Do resource planning
• Will training content be created in-house, corporate training program or externally?
• Who will manage training content going forward?• What format (video, in-person, webinars, etc.), and will it
vary for your different target audiences?• Do you need to provide assessments, certifications and
confirmation of course completion?
TIP: Buy your learning and development team coffee to attain all best practices on training.
Step #8: Integrate into current processes
© Confidential 11
Job Responsibilities
Onboarding
TIME
EM
PLO
YEE A
DV
OC
AC
Y A
DO
PTIO
N
Training
Qtly All Hands
Internal Comms
Annual Performance
plans
Review
Awards
12
Step #9: Determine KPI’s through Awareness, Adoption and Results
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
Step #10: Pilot classes with your most socially active peeps
• Most influential employees
• Department• Latest activity• #hashtags• Content
www.socialook.net
www.followerwonk.com
Recap
• Step #1: Is your Organization ready?• Step #2: Identify business objectives• Step #3: Get employees to understand a 2 page legal
document• Step #4: Define and prioritize your target audience(s)• Step #5: Identify what you want target audience to think, feel
and do• Step #6: Training content should ladder from risk to specific
activation• Step #7: Do resource planning• Step #8: Integrate into current processes• Step #9: Determine KPI’s through Awareness, Adoption and
Results• Step #10: Pilot classes with your most socially active peeps
SASI© 15
“The mediocre teacher tells. The good teacher explains.
The superior teacher demonstrates. The great
teacher inspires.”
- William Arthur Ward
• Thank You