1. 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) #BrandsOnly December 10th , 2013

2. #1 Build a business case and sell it in Executives are critical to the success of your social training program Dell customers were out there: 10K+ conversations a day Dell employees were out there: 400+ mix active employeesImage source: http://irsmartt.com/2012/07/fortune-500-ceossocial-media/ 3. Tools to help identify active employees www.socialook.com Most influential employees Department Latest activity #hashtags content www.followerwonk.com 4. #2 Identify business objectives What business objectives are you trying to solve? Social media training objectives should ladder to company business objectives. (sample) Customer ServiceAll employeesSalesMarketingProtect the brand onlineIncrease salesCost SavingsCustomer InsightsDeepen customer relationshipsLead GenerationDecrease online customer complaintsIncrease traffic to websiteAmplify our brand storyThought LeadershipInsights to improve products and servicesCost efficient marcom vehicle 5. #3 Build training content tied to objectivesRisk MitigationActivate employees to be a better business Policy (Dell Principles) FTC training Examples of how to disclose Risk Mitigation #iwork4Dell Employee roles Resources, best practices Actionable content Scenario training (drivers seat) Activation to be a more Provide to do list Certification program effective business Survey: Is content actionable? 6. #4 Balance between the what and how What Relevant strategies and framework to stand the test of timeCompanys POV on best practicesDetermine must know contentTips on personal brandActionable training contentHow In-person, online, mobile, etc.Determine toneScenarios to teach judgmentWriting exercisesCreate excitement and dialogues6 7. #5 Package your program McDonalds Training Center of Excellence: Hamburger University Sprint Ninja Program with top ambassadors being black belts Dells Social Media and Community University: SMaC U Ex: Dell SMaC U Certification Program You dont know SMaC. Until you have been Trained by SMaC UElectronic and printable certificates sent to employees Certified employees received e-signatures to tout certification Employees avatars and Twitter backgrounds7 8. EMPLOYEE BEHAVIOR CHANGE#6 Tie the right metrics to the journey 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 coursesAdoption 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 booboos (adopting best practices) Increase in blogsBusiness Results: Increase in traffic to website Increase in earned media value Increased reach Improved SOV Effective Acquisition play Revenue impact SEOResultsAdoptionAwareness TIME 8 9. #7 Use executives to drive program awareness Launched Unconference with Dells 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 University9 10. #8 Continue the conversation & ride the bike Learning continues after employees leave the classroom 11. #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 employeesWhy not crowd source? Use the wisdom of your employees 12. #10 Identify & reward small courageous steps Product samples Networking events Inside out Speakers Awards you tube socks Certificates Emails from VPs Blog post 13. 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 14. Employee Manifesto: Gautam Ghoshhttp://www.gautamblogs.com/2010/05/social-businessemployee-manifesto.html?m=114 15. Thank You