Performance and Risk Management through Social Media Training: SocialShakeUp #EASummit14
•Download as PPTX, PDF•
2 likes•4,068 views
Presented September 15th, 2014 at Employee Advocacy Summit on ten steps to strategically consider when launching a social media training program.
Report
Share
More Related Content
What's hot
What's hot (20)
Viewers also liked
Similar to Performance and Risk Management through Social Media Training: SocialShakeUp #EASummit14
Similar to Performance and Risk Management through Social Media Training: SocialShakeUp #EASummit14 (20)
More from Liz Bullock
More from Liz Bullock (9)
Recently uploaded
Recently uploaded (20)
Performance and Risk Management through Social Media Training: SocialShakeUp #EASummit14
- 1. Performance and Risk Management Through Training #EASummit14 Liz Bullock, CEO, Social Arts & Science Institute (SASI) @lizbbullock Liz Brown Bullock (LinkedIn)
- 2. A big challenge of social media training 1 2 (risk mitigation) (scaling engagement) Visibility Warmth Cost Benefits SASI© 2
- 3. Training needs to balance both risk mitigation and scaling engagement 1 2 (risk mitigation) (scaling engagement) SASI© 3 Missteps affect everything from reputations to value propositions to sales Social Business Social Selling Brand Reputation Customer Support Talent and Acquisition
- 4. Step #1: Is your Organization ready? Competency Maturity Ratings Stage 1: Hierarchy Stage 2: Emergent Stage 3: Synergistic Employees 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 & Behaviors & Anecdotal Activity Tracking Measurement 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 1 2 Inspired by Community Roundtable Community Management Maturity Assessment.
- 5. Step #2: Identify business objectives All employees Sales Customer Service Marketing (sample) 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
- 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© 6
- 7. Step #4: Define and prioritize your target audience(s) What does each one of these audiences need to know and do (or not do)? All employees Social Media practitioners Executives Some employees (organization, SME, etc.) SASI© 7
- 8. Step #5: Identify what you want your target audience to think, feel and do • This exercise informs your training content strategy SASI© 8 THINK • Knowledge • Awareness FEEL • Preference • Liking DO • Actions • Convictions
- 9. Step #6: Training content should ladder from risk to specific activation • Executive target audience example SASI© 9 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
- 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. SASI© 10
- 11. Step #8: Integrate into current processes © Confidential 11 Job Responsibilities Onboarding TIME EMPLOYEE ADVOCACY ADOPTION Training Qtly All Hands Internal Comms Annual Review Performance plans Awards
- 12. Step #9: Determine KPI’s through Awareness, Adoption and Results 12 Adoption Awareness TIME Results EMPLOYEE BEHAVIOR CHANGE 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
- 13. Step #10: Pilot classes with your most socially active peeps • Most influential employees • Department • Latest activity • #hashtags • Content www.socialook.net www.followerwonk.com
- 14. 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
- 15. “The mediocre teacher tells. The good teacher explains. The superior teacher demonstrates. The great teacher inspires.” - William Arthur Ward SASI© 15
- 16. • Thank You