august 23, 2012 #agacademy training for social media success: how internal education can make or...

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

2012 Altimeter Group#AGAcademy Why Social Media Training is Important Case Studies How to Get Started Altimeter Academy Offerings 2 Agenda

2012 Altimeter Group#AGAcademy 3 Why train on social media? Risk mitigation Scaling engagement

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.

2012 Altimeter Group#AGAcademy 5 Honda Crosstour under Facebook fire Fans take to the pages wall with gripes on Crosstours design

2012 Altimeter Group#AGAcademy 6 Honda Crosstour under Facebook fire

2012 Altimeter Group#AGAcademy 7 Honda Crosstour under Facebook fire Honda employee posing as fan

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?

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

2012 Altimeter Group#AGAcademy 10 Theres always a new network to learn

2012 Altimeter Group#AGAcademy Its about relationships. 2012 Altimeter Group

#AGAcademy Social media training is about developing judgment What you should do

2012 Altimeter Group#AGAcademy Social media training is about developing judgment What you should do What you shouldnt do

2012 Altimeter Group#AGAcademy Social media training is about developing judgment What you should do What you shouldnt do Judgment is needed in between

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

#AGAcademy Dells engagement in social media was literally sparked 16 Osaka, Japan June 2006

2012 Altimeter Group#AGAcademy Value of Direct2Dell guided their response 17

2012 Altimeter Group#AGAcademy Embedding Social Media Across the Fabric of Dell Need to Scale drove Dells social media vision 18

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

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.

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.

2012 Altimeter Group#AGAcademy SMaC Training Completion Certificate Photos provided by Dell. Dell Social Media and Community University.

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

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

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

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

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

2012 Altimeter Group#AGAcademy Why Social Media Training is Important Case Studies How to Get Started Altimeter Academy Offerings 28 Agenda 2012 Altimeter Group

#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

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.

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

2012 Altimeter Group#AGAcademy Roles Require Differentiated Training 3 Social Strategists Executives Employees Marketing/ Comms 32

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

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

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

2012 Altimeter Group#AGAcademy Why Social Media Training is Important Case Studies How to Get Started Altimeter Academy Offerings 36 Agenda 2012 Altimeter Group

#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

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

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

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

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

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.

august 23, 2012 #agacademy training for social media success: how internal education can make or...

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