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