In her Brands-Only Summit presentation, SAS Institute's Kirsten Hamstra teaches a class on running a social media training program. She talks about how to lead a social training program that teaches effective and ethical social media engagement.

1. SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016
Run a social media training
program
KIRSTEN HAMSTRA
SAS INSTITUTE

2. Company Confidential - For Internal Use Only
Copyright © 2015, SAS Institute Inc. All rights reserved.
HOW TO BUILD A SOCIAL MEDIA TRAINING PROGRAM
KIRSTEN HAMSTRA, GLOBAL SOCIAL MEDIA MANAGER

3. Company Confidential - For Internal Use Only
Copyright © 2015, SAS Institute Inc. All rights reserved.
OVERVIEW BUILDING A SOCIAL TRAINING PROGRAM
Assess Training
Needs
Build
Curriculum
Introduce
Program!
Maintenance
*

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Copyright © 2015, SAS Institute Inc. All rights reserved.
FIRST ASK YOURSELF THE RIGHT QUESTIONS
Guidelines? If not, make them stat.

5. Company Confidential - For Internal Use Only
Copyright © 2015, SAS Institute Inc. All rights reserved.
FIRST ASK YOURSELF THE RIGHT QUESTIONS
Immediate issues to correct?

6. Company Confidential - For Internal Use Only
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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?

8. Company Confidential - For Internal Use Only
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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

12. Company Confidential - For Internal Use Only
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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?

14. Company Confidential - For Internal Use Only
Copyright © 2015, SAS Institute Inc. All rights reserved.
BUILD
CURRICULUM
YOU 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

15. Company Confidential - For Internal Use Only
Copyright © 2015, SAS Institute Inc. All rights reserved.
BUILD
CURRICULUM
YOU HAVE OPTIONS – LIVE TRAINING
In-house
• Workshops
• Lunch-n-learns
• Office Hours
• Classroom presentations
• Webinars
Customized
Third Party • Social Media coaches

16. Company Confidential - For Internal Use Only
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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
LAUNCH
START WITH TESTING, THEN GO NUTS
Make internal stakeholders
your testers

19. Company Confidential - For Internal Use Only
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TRAINING
LAUNCH
START 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

20. Company Confidential - For Internal Use Only
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TRAINING
LAUNCH
START 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
LAUNCH
START 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”

23. Company Confidential - For Internal Use Only
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KIRSTEN HAMSTRA
@KIRSTEN
KIRSTEN.HAMSTRA@SAS.COM

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SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016