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Welcome!
#socialedu!
Slides and this recording will be emailed to you after this webinar! Use the Readytalk control panel to submit questions at any time.!
Agenda!
#socialedu!
! State of Social Media Education Today! ! Framework for Social Media Education! ! How to Get Started!
Where to start? !
#socialedu!
As great as our policy is, we knew no one was going to read through a lengthy legal document.!
Amy Heiss, Global Lead for Social Training & Activation at Dell!
Only 18% of companies feel employees are knowledgeable about their social media policies!
Were a 90-plus-year-old company. We have some employees who have been here 40 years. The end result is that we want more associates to use social media. If only 1% of our current 34,000 employees participated and became ambassadors, wed have an extended social team of 340.!
Cosmin Ghiurau, Director, Social Media & Digital Strategy at RadioShack!
Agenda!
#socialedu!
! State of social media education today! ! Framework for social media education! ! How to get started!
Activation!
Component One!
#socialedu!
Pepsico launched a training program for 110K associates primarily to train on its policy!
! Launched a 45 min mandatory training program, that included in-training quizzes on its social media policy! ! Post-training, 93% agreed they understood the policy and 90% said it was valuable and engaging!
Onboarding program for new hires includes social media training module! Includes a brief, 10minute overview of RadioShacks social media program and policy! ! !
Required of any business relationship that falls outside the corporate umbrella ! Includes agencies and business partnerships or acquisitions!
#socialedu!
Theres no one clear example. Employees need to be trained to expect the unexpected and use their better judgment when engaging online.!
Amy Heiss, Global Lead for Social Training & Activation at Dell!
Component Two!
Intel certies employees online Social Media @ Intel: ! The Opportunity and Our Responsibility!
! 30 minute required course for employees who want to use social media! ! Topics include Denition, Importance of Social Media, Benets, and Risks! ! 3 simple guidelines: Disclose, Protect, and Use Common Sense!
! Live, 90-minute workshops conducted by Adobe social media managers.! ! Hosted at Adobes headquarters in San Jose and through teleconference in the morning and evening to accommodate both US and global teams. ! ! Over 30% of Adobes 10,000 employees have completed this program, which is entirely voluntary.!
Component Three!
Previously, only 20% of Dell subject matter experts had social media accounts!
! 150 SMEs have participated in the program! ! Over 300K earned media value over 6-month period! ! Connect Dell to 10,400 new inuencer relationships.!
Mayo Clinic practitioner education includes: ! ! Monthly webinars! ! An annual conference! ! 2-day residency programs! !
Title!
The Companys Social Media Program! Dening Your Social Business Vision and Objectives! Developing Social Business Initiatives! Crafting a Social Business Strategy Roadmap! Getting Your Organization Ready to Engage! Strategies for Organizational Alignment! Content Marketing Strategy! Inuence Strategy!
Component Four!
Executive Education!
Executive Mentee
SME Mentor
safe environment
! Connect with an
executive
! Understand business
! Understand social
business requirements
! Highlight social
business requirements
#socialedu!
As it relates to social media, EVERY executive should have a [practitioner] help mentor them. Most are fearful of not being considered an expert. Once the fear is gone, social media is a great tool for executives to use.!
Executive at Cisco!
Title!
The Business Value of Social Media! Getting Your Organization Ready to Engage! Creating the Adaptive Organization! Overview of Risk Management ! Social Media 101: Hands-On Session ! Social Media for Media Relations and Advocacy!
Agenda!
#socialedu!
! State of social media education today! ! Framework for social media education! ! How to get started!
Checklist!
1. Align! !! Conrm Business Objectives! !! Audit Current State! !! Engage Leadership for Commitment! !! Align Key Stakeholders! !! Conrm Policy Priorities! 2. Plan! !! Dene Learning Objectives! !! Formulate Success Metrics! !! Educate Key Stakeholders! !! Determine Outsource vs. In! !! Audit Existing Resources / Training! 3. Execute! !! Create Internal Marketing & Incentives! !! Run pilots to rene! !! Create Opportunities for Sustained, Ongoing Learning!
19%
13%
1%
Sample Metrics!
Examples of Immediate Post-Training Survey Questions! ! I will be able to apply the skills and knowledge on the job. If yes, provide examples of how you will apply:! This training will improve my job performance! This training will have a signicant 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! Examples of 90-Day Follow Up Survey Questions! ! I have applied the skills and knowledge on the job. If yes, provide examples of how you have applied:! This training has improved my job performance (give examples)! This training has had a signicant 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!
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! Leadership Education!
! Hands-on mentoring or group workshops for executives! ! Create a customer training roadmap for social business education, typically for three roles: all employees; practitioners; and leadership! ! Development of custom training materials for your organization, with specialty in policy training, leadership, and practioners (marketing/communications)!
Thank You!
#socialedu!
Altimeter Group provides research and advisory for companies challenged by business disruptions, enabling them to pursue new opportunities and business models. !
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 specic 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.! !