run a social media training program, presented by kirsten hamstra

SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016

Run a social media training program

KIRSTEN HAMSTRASAS INSTITUTE

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HOW TO BUILD A SOCIAL MEDIA TRAINING PROGRAM

KIRSTEN HAMSTRA, GLOBAL SOCIAL MEDIA MANAGER

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OVERVIEW BUILDING A SOCIAL TRAINING PROGRAM

Assess Training Needs

Build Curriculum

Introduce Program!

Maintenance*

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FIRST ASK YOURSELF THE RIGHT QUESTIONS

Guidelines? If not, make them stat.

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FIRST ASK YOURSELF THE RIGHT QUESTIONS

Immediate issues to correct?

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FIRST ASK YOURSELF THE RIGHT QUESTIONS

What chronic questions do I get?

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FIRST ASK YOURSELF THE RIGHT QUESTIONS

What fires do I constantly put out?

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FIRST ASK YOURSELF THE RIGHT QUESTIONS

What are leadership’s priorities?

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NEXT … ASK EMPLOYEES

Hear anything anecdotally from employees?

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NEXT … ASK EMPLOYEES

• How often + what channels do you post v. read?

• Goals in using social media at work?

• What prevents you from using social at work?

• Level of training needed per channel?

• Training topics that interest you?

• Preferred training format?

Survey them!

(w/ executive email nudge)

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FINALLY FIGURE OUT THE “WHO”

• All employees?

• Marketers?

• Executives?

• Personas? (e.g. Beginner v. Advanced)

• Countries?

? ???

??

Define your audience

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BUILD CURRICULUM

TRAINING TYPES

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P R O J E C T L E A D T R A I N I N G H O M ET R A I N I N G F O R M A T

Who’s in charge? What will it look like? Where will it live?

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BUILD

CURRICULUMYOU HAVE OPTIONS – E-LEARNING

In-house

• Adobe Captivate

• Camtasia (screen recording software)

• Webex / Lync recording

Existing Third Party

• Lynda.com

• Grovo

• Hootsuite

Customized Third Party

• Social Media coaches• Sales for Life• Bootcamp Digital

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BUILD

CURRICULUMYOU HAVE OPTIONS – LIVE TRAINING

In-house

• Workshops

• Lunch-n-learns

• Office Hours

• Classroom presentations

• Webinars

Customized Third Party • Social Media coaches

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Format Pros Cons

In-house• Tailored to your company

• Easy to update

• Time intensive – 2-3 months

per 20-minute e-Learning

module

• Takes time / resources to

create live course content

Existing Third Party• Least time intensive

• Easy to distribute

• Automatically updated

• Associated cost

• Still must hand-pick courses

Customized Third

Party• Tailored to your company

• Often includes individual

access to trainers

• Costs vary widely

• Becomes dated and hard to

update

• Difficult to personalize

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INTRODUCE PROGRAM!

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TRAINING

LAUNCHSTART WITH TESTING, THEN GO NUTS

Make internal stakeholders

your testers

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TRAINING

LAUNCHSTART WITH TESTING, THEN GO NUTS

• Intranet articles / digital signage

• Internal blog posts

• Newsletters

• Internal social networks

• WOM – team meetings, calls, etc.

Internal communications

becomes your BFF

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TRAINING

LAUNCHSTART WITH TESTING, THEN GO NUTS

Hook training into

other big initiatives (think employee advocacy or social

selling)

*ominous corporate initiatives

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TRAINING

LAUNCHSTART WITH TESTING, THEN GO NUTS

Encourage

“graduates” to

endorse training

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DON’T FORGET MAINTENANCE [SHUDDER]

• Revisit training yearly, if

possible

• Swap outdated screen shots

• Update stats more than 5 years

old

• When building curriculum, think

“evergreen”

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KIRSTEN HAMSTRA

@KIRSTEN

KIRSTEN.HAMSTRA@SAS.COM

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