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Top Ten Ideas: How to run a social media
training program
Liz Brown Bullock, CEO Social Arts & Science Institute
(SASI)
@lizbbullock
Liz Brown Bullock (LinkedIn)
#BrandsOnly
December 10th , 2013
#1 Build a business case and sell it in…
Executives are critical to the success of your social training program
• Dell customers were out there: 10K+ conversations a day
• Dell employees were out there: 400+ mix active employees

Image source: http://irsmartt.com/2012/07/fortune-500-ceossocial-media/
Tools to help identify active employees
www.socialook.com

• Most influential
employees
• Department
• Latest activity
• #hashtags
• content
www.followerwonk.com
#2 Identify business objectives
• What business objectives are you trying to solve?
• Social media training objectives should ladder to company business
objectives.
(sample)
Customer Service

All employees

Sales

Marketing

Protect the brand online

Increase sales

Cost Savings

Customer Insights

Deepen customer
relationships

Lead Generation

Decrease online
customer complaints

Increase traffic to
website

Amplify our brand story

Thought Leadership

Insights to improve
products and services

Cost efficient marcom
vehicle
#3 Build training content tied to objectives

Risk
Mitigation

Activate
employees to
be a better
business

•
•
•
•
•
•

Policy (Dell Principles)
FTC training
Examples of how to disclose
Risk Mitigation
#iwork4Dell
Employee roles
Resources, best practices

•
•
•
•
•

Actionable content
Scenario training (driver’s seat)
Activation to be a more
Provide “to do” list
Certification program
effective business
Survey: “Is content actionable?”
#4 Balance between the “what” and “how”
What
•

Relevant strategies and framework to
stand the “test of time”

•

Company’s POV on best practices

•

Determine “must know” content

•

Tips on personal brand

•

Actionable training content

How
•

In-person, online, mobile, etc.

•

Determine tone

•

Scenarios to teach judgment

•

Writing exercises

•

Create excitement and dialogues

6
#5 Package your program
• McDonald’s Training Center of
Excellence: Hamburger University
• Sprint Ninja Program with top
ambassadors being “black belts”
• Dell’s Social Media and Community
University: SMaC U
Ex: Dell SMaC U Certification Program
•

•
•

You don’t know SMaC. Until
you have been Trained by
SMaC U

Electronic and printable certificates sent to
employees
Certified employees received e-signatures to
tout certification
Employees avatars and Twitter backgrounds

7
EMPLOYEE BEHAVIOR CHANGE

#6 Tie the right metrics to the journey
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

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 booboo’s (adopting best
practices)
• Increase in blogs

Business Results:
• Increase in
traffic to website
• Increase in
earned media
value
• Increased reach
• Improved SOV
• Effective
Acquisition play
• Revenue impact
• SEO

Results

Adoption

Awareness
TIME
8
#7 Use executives to drive program awareness
• Launched Unconference with Dell’s
top 200+ social media employees to
announce SMaC U
• Michael Dell participated
• CMO provided intro video
• VP shared on internal Dell blog
launch of SMaC University

9
#8 Continue the conversation & ride the bike
• Learning continues after employees leave the classroom…
#9 Co-create with your best employees
• Ask employees where they have
questions and gaps
• Use rock star employees as examples in
training content
• Pilot training classes with employees

Why not crowd source? Use the wisdom of your employees…
#10 Identify & reward small courageous steps

•
•
•
•
•
•
•

Product samples
Networking events
Inside out Speakers
Awards – you tube
socks
Certificates
Emails from VPs
Blog post
Top Ten Ideas:
#1: Build a business case and sell it in…
#2: Identify business objectives
#3: Build training content tied to objectives
#4: Balance between the “what” and “how”
#5: Package your program
#6: Tie the right metrics to the journey
#7: Use executives to drive program awareness
#8: Continue the conversation & ride the bike
#9: Co-create with your best employees
#10: Identify & reward small courageous steps
Employee Manifesto: Gautam Ghosh

http://www.gautamblogs.com/2010/05/social-businessemployee-manifesto.html?m=1

14
• Thank You

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Top Ten Ideas: How to Run a Social Media Training Program

  • 1. Top Ten Ideas: How to run a social media training program Liz Brown Bullock, CEO Social Arts & Science Institute (SASI) @lizbbullock Liz Brown Bullock (LinkedIn) #BrandsOnly December 10th , 2013
  • 2. #1 Build a business case and sell it in… Executives are critical to the success of your social training program • Dell customers were out there: 10K+ conversations a day • Dell employees were out there: 400+ mix active employees Image source: http://irsmartt.com/2012/07/fortune-500-ceossocial-media/
  • 3. Tools to help identify active employees www.socialook.com • Most influential employees • Department • Latest activity • #hashtags • content www.followerwonk.com
  • 4. #2 Identify business objectives • What business objectives are you trying to solve? • Social media training objectives should ladder to company business objectives. (sample) Customer Service All employees Sales Marketing Protect the brand online Increase sales Cost Savings Customer Insights Deepen customer relationships Lead Generation Decrease online customer complaints Increase traffic to website Amplify our brand story Thought Leadership Insights to improve products and services Cost efficient marcom vehicle
  • 5. #3 Build training content tied to objectives Risk Mitigation Activate employees to be a better business • • • • • • Policy (Dell Principles) FTC training Examples of how to disclose Risk Mitigation #iwork4Dell Employee roles Resources, best practices • • • • • Actionable content Scenario training (driver’s seat) Activation to be a more Provide “to do” list Certification program effective business Survey: “Is content actionable?”
  • 6. #4 Balance between the “what” and “how” What • Relevant strategies and framework to stand the “test of time” • Company’s POV on best practices • Determine “must know” content • Tips on personal brand • Actionable training content How • In-person, online, mobile, etc. • Determine tone • Scenarios to teach judgment • Writing exercises • Create excitement and dialogues 6
  • 7. #5 Package your program • McDonald’s Training Center of Excellence: Hamburger University • Sprint Ninja Program with top ambassadors being “black belts” • Dell’s Social Media and Community University: SMaC U Ex: Dell SMaC U Certification Program • • • You don’t know SMaC. Until you have been Trained by SMaC U Electronic and printable certificates sent to employees Certified employees received e-signatures to tout certification Employees avatars and Twitter backgrounds 7
  • 8. EMPLOYEE BEHAVIOR CHANGE #6 Tie the right metrics to the journey 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 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 booboo’s (adopting best practices) • Increase in blogs Business Results: • Increase in traffic to website • Increase in earned media value • Increased reach • Improved SOV • Effective Acquisition play • Revenue impact • SEO Results Adoption Awareness TIME 8
  • 9. #7 Use executives to drive program awareness • Launched Unconference with Dell’s top 200+ social media employees to announce SMaC U • Michael Dell participated • CMO provided intro video • VP shared on internal Dell blog launch of SMaC University 9
  • 10. #8 Continue the conversation & ride the bike • Learning continues after employees leave the classroom…
  • 11. #9 Co-create with your best employees • Ask employees where they have questions and gaps • Use rock star employees as examples in training content • Pilot training classes with employees Why not crowd source? Use the wisdom of your employees…
  • 12. #10 Identify & reward small courageous steps • • • • • • • Product samples Networking events Inside out Speakers Awards – you tube socks Certificates Emails from VPs Blog post
  • 13. Top Ten Ideas: #1: Build a business case and sell it in… #2: Identify business objectives #3: Build training content tied to objectives #4: Balance between the “what” and “how” #5: Package your program #6: Tie the right metrics to the journey #7: Use executives to drive program awareness #8: Continue the conversation & ride the bike #9: Co-create with your best employees #10: Identify & reward small courageous steps
  • 14. Employee Manifesto: Gautam Ghosh http://www.gautamblogs.com/2010/05/social-businessemployee-manifesto.html?m=1 14

Editor's Notes

  1. http://irsmartt.com/2012/07/fortune-500-ceos-social-media/
  2. Post by GautamGhoshFavorites #1, #5, #8, #9, #10