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Altimeter presents research, case studies and process for creating a social media program. Also includes a brief introduction to Altimeter Academy which supports social media training programs for organizations.

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Training for Social Media Success


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    training for social media success how internal

    Training for Social Media Success:

    How Internal Education Can Make or

    Break a Social Business

    August 23, 2012

    #AGAcademy

    Charlene Li, Founder and Partner

    @charleneli

    slide2

    2

    Agenda

     Why Social Media

    Training is Important

     Case Studies

     How to Get Started

     Altimeter Academy

    Offerings

    © 2012 Altimeter Group

    #AGAcademy

    slide3

    3

    Why train on social media?

    Scaling

    engagement

    Risk mitigation

    © 2012 Altimeter Group

    #AGAcademy

    slide4

    4

    Companies don’t 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.”

    © 2012 Altimeter Group

    #AGAcademy

    slide5

    5

    Honda Crosstour under Facebook fire

    Fans take to the page’s wall with

    gripes on Crosstour’s design

    © 2012 Altimeter Group

    #AGAcademy

    slide6

    6

    Honda Crosstour under Facebook fire

    © 2012 Altimeter Group

    #AGAcademy

    slide7

    7

    Honda Crosstour under Facebook fire

    Honda

    employee

    posing

    as fan

    © 2012 Altimeter Group

    #AGAcademy

    slide8

    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 Joe’s wall:

    “You know those widgets Acme makes? You work

    there -- would you recommend that I get some?”

    What does Joe do?

    © 2012 Altimeter Group

    #AGAcademy

    slide9

    9

    Social touches all aspects of the organization

    Sales

    PR/Comms

    Finance

    Marketing

    Research

    Training must address

    more than just marketing

    and communications

    Social

    Media

    IT

    Brands

    Digital

    HR

    Legal

    © 2012 Altimeter Group

    #AGAcademy

    slide10

    10

    There’s always a new network to learn

    © 2012 Altimeter Group

    #AGAcademy

    it s about relationships

    It’s about

    relationships.

    © 2012 Altimeter Group

    © 2012 Altimeter Group

    #AGAcademy

    social media training is about developing judgment

    Social media training is about

    developing judgment

    What you

    should do

    © 2012 Altimeter Group

    #AGAcademy

    social media training is about developing judgment 1

    Social media training is about

    developing judgment

    What you

    should do

    What you

    shouldn’t do

    © 2012 Altimeter Group

    #AGAcademy

    social media training is about developing judgment 2

    Social media training is about

    developing judgment

    What you

    should do

    What you

    shouldn’t do

    Judgment is needed in between

    © 2012 Altimeter Group

    #AGAcademy

    slide15

    15

    Agenda

     Why Social Media

    Training is Important

     Case Studies

     Dell

     Cisco

     Best Practices

     How to Get Started

     Altimeter Academy

    Offerings

    © 2012 Altimeter Group

    © 2012 Altimeter Group

    #AGAcademy

    slide16

    16

    Dell’s engagement in social media was

    literally “sparked”

    Osaka, Japan

    June 2006

    © 2012 Altimeter Group

    #AGAcademy

    slide17

    17

    Value of “Direct2Dell” guided their response

    © 2012 Altimeter Group

    #AGAcademy

    slide18

    18

    Need to Scale drove Dell’s social media vision

    Number of posts a day about Dell

    25,000

    4,000

    2006

    2012

    “Embedding Social Media

    Across the Fabric of Dell”

    © 2012 Altimeter Group

    #AGAcademy

    slide19

    19

    Dell’s approach to social media training

     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

    © 2012 Altimeter Group

    #AGAcademy

    slide20

    20

    Social Media and Community University

    (aka SMaC U)

    Course levels:

    101: Principles

    201: Dell’s 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.

    © 2012 Altimeter Group

    #AGAcademy

    slide21

    21

    Components of Dell Training

     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”

    Photos provided by Dell. Dell Social Media and Community University.

    © 2012 Altimeter Group

    #AGAcademy

    smac training completion certificate

    SMaC Training Completion Certificate

    Photos provided by Dell. Dell Social Media and Community University.

    © 2012 Altimeter Group

    #AGAcademy

    slide23

    23

    Best Practices from Dell’s Social Media

    Training Program

     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 Dell’s circumstances.

     Focused on maximizing opportunities as well as

    mitigating risks.

    © 2012 Altimeter Group

    #AGAcademy

    slide24

    24

    Cisco’s approach to Social Media Training

     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

    © 2012 Altimeter Group

    #AGAcademy

    slide25

    25

    Focus on best practices

     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 that’s

    available 24/7

     At the end of the course, instructions on what to do next

    © 2012 Altimeter Group

    #AGAcademy

    slide26

    26

    Executive Training also is a key component

     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

    © 2012 Altimeter Group

    #AGAcademy

    slide27

    27

    Training for all Cisco employees

     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

    company’s integrity and reputation.

    • Participants achieve a higher comfort level and understanding of

    ways to leverage social media, empowering them and supporting

    the company’s 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 company’s

    social media policy before participating

    • With this e-signature, Cisco can chart who has accepted it

    © 2012 Altimeter Group

    #AGAcademy

    slide28

    28

    Agenda

     Why Social Media

    Training is Important

     Case Studies

     How to Get Started

     Altimeter Academy

    Offerings

    © 2012 Altimeter Group

    © 2012 Altimeter Group

    #AGAcademy

    slide29

    29

    Creating a Social Media Training Program

     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.

    © 2012 Altimeter Group

    #AGAcademy

    slide30

    30

    Business goals and social media strategy

    give focus to training

    Be clear about business

    goals being supported.

    Understand how social

    media will support those

    specific goals.

    © 2012 Altimeter Group

    #AGAcademy

    slide31

    31

    Policy and guidelines reviews

     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?

    © 2012 Altimeter Group

    #AGAcademy

    slide32

    32

    3

    Roles Require Differentiated Training

    Social

    Strategists

    Executives

    Marketing/

    Comms

    Employees

    © 2012 Altimeter Group

    #AGAcademy

    slide33

    33

    Example Learning Objectives and Measurement

    Element

    Executives

    Communications/M

    arketing

    Develop new skills

    to engage

    successfully in social

    media

    Are social media

    initiatives having an

    impact on the

    business?

    Employees

    Goal

    Support and lead a

    social business

    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 executives pro-

    actively leading the

    company in

    becoming a social

    business?

    Are there fewer

    incidences and

    problems related to

    social media?

    Long-term

    metrics

    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?

    © 2012 Altimeter Group

    #AGAcademy

    slide34

    34

    Measurement: Beyond participant satisfaction

    Type of

    Question

    Examples of Immediate Post-

    Training Survey Questions

    Examples of 90-Day Follow Up

    Survey Questions

    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.

    Job

    Impact

    This training will improve my job

    performance

    This training has improved my job

    performance (give examples)

    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

    Business

    Results

    © 2012 Altimeter Group

    #AGAcademy

    slide35

    35

    Additional Training Program Best Practices

     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. You’ll need their support to

    roll-out the rest of the training.

     Be clear about the goal and impact of training – if you

    can’t measure it, you won’t get the support needed.

     Get help from your partners.

    • Tool vendors like Lithium and HootSuite.

    • Agencies and consulting firms.

    © 2012 Altimeter Group

    #AGAcademy

    slide36

    36

    Agenda

     Why Social Media

    Training is Important

     Case Studies

     How to Get Started

     Altimeter Academy

    Offerings

    © 2012 Altimeter Group

    © 2012 Altimeter Group

    #AGAcademy

    slide37

    37

    What companies seek in training

     Customized to the company’s 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

    © 2012 Altimeter Group

    #AGAcademy

    slide38

    38

    Altimeter’s approach to Social Media Training

     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

    © 2012 Altimeter Group

    #AGAcademy

    slide39

    39

    Common strategic framework underlies

    the training

    • Learn: what we can learn from

    customers and community

    Dialog

    • Dialog: the nature of our

    interactions with them

    Advocate

    • Advocate: how we build

    advocacy among customers

    and community

    Learn

    Support

    • Support: how we support them

    via social channels

    Innovate

    • Innovate: using customer and

    community to drive innovation

    © 2012 Altimeter Group

    #AGAcademy

    slide40

    40

    Altimeter Academy Offerings

    Program

    Training Program

    Development

    Outcomes

    Social media training program for the organization

    that lays out learning objectives, curriculum

    highlights, and resources/people needed for

    execution.

    Audit of existing social media policies with

    recommendations on how to improve.

    Enable Executives to be proactive leaders of the

    social business, instead of reactive.

    Enable Strategists to create social strategies and

    initiatives that support business goals.

    Execute high-quality social media initiatives.

    Social Media Policies

    Review

    Executive Training

    Social Strategist Training

    Marketing/Communications

    Training

    All Employee Training

    Under development. Virtual e-Learning on social

    media policy compliance customized to the org.

    © 2012 Altimeter Group

    #AGAcademy

    slide41

    41

    Summary

     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.

    © 2012 Altimeter Group

    #AGAcademy

    thank you

    THANK YOU

    Charlene Li

    charlene@altimetergroup.com

    charleneli.com

    Twitter: charleneli

    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.

    © 2012 Altimeter Group

    #AGAcademy