August 23, 2012 #AGAcademy Training for Social Media Success:
How Internal Education Can Make or Break a Social Business Charlene
Li, Founder and Partner @charleneli
Slide 2
2012 Altimeter Group#AGAcademy Why Social Media Training is
Important Case Studies How to Get Started Altimeter Academy
Offerings 2 Agenda
Slide 3
2012 Altimeter Group#AGAcademy 3 Why train on social media?
Risk mitigation Scaling engagement
Slide 4
2012 Altimeter Group#AGAcademy 4 Companies dont want this to
happen March 6, 2012: Dinner w/Board tonite. Used to be fun. Now
one must be on guard every second. March 7, 2012: Board meeting.
Good numbers=Happy Board. March 10, 2012: I am logging off Twitter
now because co-workers are looking at me as I'm laughing.
Slide 5
2012 Altimeter Group#AGAcademy 5 Honda Crosstour under Facebook
fire Fans take to the pages wall with gripes on Crosstours
design
Slide 6
2012 Altimeter Group#AGAcademy 6 Honda Crosstour under Facebook
fire
Slide 7
2012 Altimeter Group#AGAcademy 7 Honda Crosstour under Facebook
fire Honda employee posing as fan
Slide 8
2012 Altimeter Group#AGAcademy 8 Half of your employees use
social media regularly what can they say or not say? Joe works for
Acme. Sally, a Facebook friend posts on Joes wall: You know those
widgets Acme makes? You work there -- would you recommend that I
get some? What does Joe do?
Slide 9
2012 Altimeter Group#AGAcademy 9 Social touches all aspects of
the organization Social Media
SalesFinanceResearchBrandsHRLegalDigitalITMarketingPR/Comms
Training must address more than just marketing and
communications
Slide 10
2012 Altimeter Group#AGAcademy 10 Theres always a new network
to learn
Slide 11
2012 Altimeter Group#AGAcademy Its about relationships. 2012
Altimeter Group
Slide 12
#AGAcademy Social media training is about developing judgment
What you should do
Slide 13
2012 Altimeter Group#AGAcademy Social media training is about
developing judgment What you should do What you shouldnt do
Slide 14
2012 Altimeter Group#AGAcademy Social media training is about
developing judgment What you should do What you shouldnt do
Judgment is needed in between
Slide 15
2012 Altimeter Group#AGAcademy Why Social Media Training is
Important Case Studies Dell Cisco Best Practices How to Get Started
Altimeter Academy Offerings 15 Agenda 2012 Altimeter Group
Slide 16
#AGAcademy Dells engagement in social media was literally
sparked 16 Osaka, Japan June 2006
Slide 17
2012 Altimeter Group#AGAcademy Value of Direct2Dell guided
their response 17
Slide 18
2012 Altimeter Group#AGAcademy Embedding Social Media Across
the Fabric of Dell Need to Scale drove Dells social media vision
18
Slide 19
2012 Altimeter Group#AGAcademy Start with social media
principles and strategy to make sure everyone is aligned on goals
What do you *have* to know in order to get engaged? Focus is on how
Dell uses social media to engage Not what is Twitter and what it
does But the reason and logic for the way Dell uses Twitter Dells
approach to social media training 19
Slide 20
2012 Altimeter Group#AGAcademy 20 Social Media and Community
University (aka SMaC U) Course levels: 101: Principles 201: Dells
Strategy 301: Brand Guidelines 401: Platform Specific To date,
6,000 employees trained and certified to engage on behalf of Dell
Photos provided by Dell. Dell Social Media and Community
University.
Slide 21
2012 Altimeter Group#AGAcademy Engagement, not training Takes 8
hours to be certified Delivered in-person 2 full-time trainers 15
superusers train in EMEA and APJ, and translate materials Use
Chatter to continue learning on the job Components of Dell Training
21 Photos provided by Dell. Dell Social Media and Community
University.
Slide 22
2012 Altimeter Group#AGAcademy SMaC Training Completion
Certificate Photos provided by Dell. Dell Social Media and
Community University.
Slide 23
2012 Altimeter Group#AGAcademy Grounded in a strategy and
vision for the role of social media at Dell. Committed to ongoing
learning, not one-time training. Customized and specific to Dells
circumstances. Focused on maximizing opportunities as well as
mitigating risks. Best Practices from Dells Social Media Training
Program 23
Slide 24
2012 Altimeter Group#AGAcademy Multi-track approach to meet
specific needs Social strategists, primary job is social Subject
matter experts, communication specialists, where social is only
part of their job or not part of it at all Executives All employees
Multi-tiered to offer advanced social strategists deeper training
To date, 40 courses developed With employees and contractors from
all over the company and regions participating Full-time trainer
delivers several courses throughout the month and also develops the
coursework Producer takes on the burden of producing the course for
trainer can focus on the content and instruction full-time Ciscos
approach to Social Media Training 24
Slide 25
2012 Altimeter Group#AGAcademy Courses last only 30-45 minutes,
with Q&A Delivered via Webex Recorded for future playback
Recognition, reporting and posting of course accomplishments
internally, includes badging Example: Writing for Social Media Core
Course 1.Learn the strategy behind the communication style
2.Elective course for more practical applications 3.Virtual groups
further develop best practices 4.Supplement with hands-on labs
5.Community forum discussions, resources, and networking thats
available 24/7 At the end of the course, instructions on what to do
next Focus on best practices 25
Slide 26
2012 Altimeter Group#AGAcademy How they can support social
media efforts Understand the opportunities created by social media
Protect reputation of the company Build their own reputations,
social interactions, and networks How to participate themselves
Directly if they are comfortable with social media -Writing for
social media, how to build a following Or working with the external
communications team that supports that executive Participate in the
social media reverse mentoring program to get one-on-one training
Executive Training also is a key component 26
Slide 27
2012 Altimeter Group#AGAcademy Focus: Provide a better
understanding of social media principles, best practices, and
application internally Courses are focused in areas Cisco believes
are important to developing and implementing social media efforts
that support the companys integrity and reputation. Participants
achieve a higher comfort level and understanding of ways to
leverage social media, empowering them and supporting the companys
philosophy of supporting use of this channel. Gaming incentives and
growth opportunities are included through badges and certifications
to motivate participants Any Cisco employee or contractor engaging
in social media must read and accept (e-signature) the companys
social media policy before participating With this e-signature,
Cisco can chart who has accepted it Training for all Cisco
employees 27
Slide 28
2012 Altimeter Group#AGAcademy Why Social Media Training is
Important Case Studies How to Get Started Altimeter Academy
Offerings 28 Agenda 2012 Altimeter Group
Slide 29
#AGAcademy Determine business goals being supported by social
media strategy and efforts. Review social media policies and
guidelines and their role in the education program. Understand
training needs for each role, especially around opportunities and
risks. Agree on measurement that will be used to assess the success
of training. Prioritize training needs. Create training program
based on those prioritized needs. Creating a Social Media Training
Program 29
Slide 30
2012 Altimeter Group#AGAcademy Business goals and social media
strategy give focus to training 30 Be clear about business goals
being supported. Understand how social media will support those
specific goals.
Slide 31
2012 Altimeter Group#AGAcademy Ensure that two key social media
policies are in place and robust: 1.General use of social media.
2.Use of social media for company purposes. Key areas to review:
Does it cover what employees can/should do in personal social media
with regards to your company? Are there clear examples of what to
do in additional to what not to do? Is there a shortened version
that can be quickly reviewed? Is there a process for managers to
follow in case there are issues? Are guidelines and process in
place for people to follow Is governance clear on how to make
decisions and resolve issues? Policy and guidelines reviews 31
Slide 32
2012 Altimeter Group#AGAcademy Roles Require Differentiated
Training 3 Social Strategists Executives Employees Marketing/ Comms
32
Slide 33
2012 Altimeter Group#AGAcademy
ElementExecutivesCommunications/M arketing Employees GoalSupport
and lead a social business Develop new skills to engage
successfully in social media Mitigate risk and prepare for possible
engagement Near-term metrics Do executives have a better
understanding and of how social media supports business objectives?
Are social media initiatives having an impact on the business? Are
there fewer incidences and problems related to social media?
Long-term metrics Are executives pro- actively leading the company
in becoming a social business? Is the business transforming to be
more social in all departments? Are employees engaging on behalf of
the company and having an impact on key business goals? Example
Learning Objectives and Measurement 33
Slide 34
2012 Altimeter Group#AGAcademy Type of Question Examples of
Immediate Post- Training Survey Questions Examples of 90-Day Follow
Up Survey Questions Job Impact I will be able to apply the skills
and knowledge on the job. If yes, provide examples of how you will
apply. I have been able to apply the skills and knowledge on the
job. If not, describe why not. This training will improve my job
performance This training has improved my job performance (give
examples) Business Results This training will have a significant
impact on: (select all that apply) increasing customer
satisfaction, increasing quality, increasing productivity,
increasing revenue, decreasing cost of sales, increasing customer
satisfaction, decreasing cycle time, decreasing risk This training
has had a significant impact on: (select all that apply and give
examples) increasing customer satisfaction, increasing quality,
increasing productivity, increasing revenue, decreasing cost of
sales, increasing customer satisfaction, decreasing cycle time,
decreasing risk Measurement: Beyond participant satisfaction
34
Slide 35
2012 Altimeter Group#AGAcademy Center the training on
principles, strategies, and frameworks so that it stand the test of
time. Start with simple guidelines and evolve them. Focus on
continuous learning, not training. Train your executives first.
Youll need their support to roll-out the rest of the training. Be
clear about the goal and impact of training if you cant measure it,
you wont get the support needed. Get help from your partners. Tool
vendors like Lithium and HootSuite. Agencies and consulting firms.
Additional Training Program Best Practices 35
Slide 36
2012 Altimeter Group#AGAcademy Why Social Media Training is
Important Case Studies How to Get Started Altimeter Academy
Offerings 36 Agenda 2012 Altimeter Group
Slide 37
#AGAcademy Customized to the companys situation No company
approaches social media in the same way, with the same goals
Consistent with the social media strategy and social media
policies/guidelines Integrated into the learning management system
Knows who took which courses, helps with internal certifications
Regularly updated Knowledgeable trainers What companies seek in
training 37
Slide 38
2012 Altimeter Group#AGAcademy Focus on business goals and how
social media supports the relationships needed to accomplish those
goals Based on frameworks that will stand the test of time and
changing technologies Modeled on best practices uncovered from
research and client engagements Customized to meet the needs of the
client By role Governance and risk mitigation needs (social media
policy) Assertiveness in social media Altimeters approach to Social
Media Training 38
Slide 39
2012 Altimeter Group#AGAcademy Learn: what we can learn from
customers and community Dialog: the nature of our interactions with
them Advocate: how we build advocacy among customers and community
Support: how we support them via social channels Innovate: using
customer and community to drive innovation Common strategic
framework underlies the training LearnDialogAdvocateSupportInnovate
39
Slide 40
2012 Altimeter Group#AGAcademy ProgramOutcomes Training Program
Development Social media training program for the organization that
lays out learning objectives, curriculum highlights, and
resources/people needed for execution. Social Media Policies Review
Audit of existing social media policies with recommendations on how
to improve. Executive TrainingEnable Executives to be proactive
leaders of the social business, instead of reactive. Social
Strategist TrainingEnable Strategists to create social strategies
and initiatives that support business goals.
Marketing/Communications Training Execute high-quality social media
initiatives. All Employee TrainingUnder development. Virtual
e-Learning on social media policy compliance customized to the org.
Altimeter Academy Offerings 40
Slide 41
2012 Altimeter Group#AGAcademy Confident, socially-engaged
executives and employees are central to your success. Acquiring
those skills requires a robust learning program centered on a
coherent social strategy, principles, and policies. Focus the
program on creating judgment to handle new forms of engagement,
rather than on platform-specific guidelines. Summary 41
Slide 42
2012 Altimeter Group#AGAcademy Charlene Li
[email protected] charleneli.com Twitter: charleneli
THANK YOU Disclaimer: Although the information and data used in
this report have been produced and processed from sources believed
to be reliable, no warranty expressed or implied is made regarding
the completeness, accuracy, adequacy or use of the information. The
authors and contributors of the information and data shall have no
liability for errors or omissions contained herein or for
interpretations thereof. Reference herein to any specific product
or vendor by trade name, trademark or otherwise does not constitute
or imply its endorsement, recommendation or favoring by the authors
or contributors and shall not be used for advertising or product
endorsement purposes. The opinions expressed herein are subject to
change without notice.