Training for Social Media Success

1. Training for Social Media Success: How Internal Education Can Make or Break a Social Business August 23, 2012 #AGAcademy Charlene Li, Founder and Partner @charleneli

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

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

4. 4 Companies don’t 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. 5 Honda Crosstour under Facebook fire Fans take to the page’s wall with gripes on Crosstour’s design © 2012 Altimeter Group #AGAcademy

6. 6 Honda Crosstour under Facebook fire © 2012 Altimeter Group #AGAcademy

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

8. 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 Joe’s 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. 9 Social touches all aspects of the organization Sales PR/Comms Finance Marketing Research Training must address more than just marketing and communications Social Media IT Brands Digital HR Legal © 2012 Altimeter Group #AGAcademy

10. 10 There’s always a new network to learn © 2012 Altimeter Group #AGAcademy

11. It’s about relationships. © 2012 Altimeter Group © 2012 Altimeter Group #AGAcademy

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

13. Social media training is about developing judgment What you should do What you shouldn’t do © 2012 Altimeter Group #AGAcademy

14. Social media training is about developing judgment What you should do What you shouldn’t do Judgment is needed in between © 2012 Altimeter Group #AGAcademy

15. 15 Agenda  Why Social Media Training is Important  Case Studies  Dell  Cisco  Best Practices  How to Get Started  Altimeter Academy Offerings © 2012 Altimeter Group © 2012 Altimeter Group #AGAcademy

16. 16 Dell’s engagement in social media was literally “sparked” Osaka, Japan June 2006 © 2012 Altimeter Group #AGAcademy

17. 17 Value of “Direct2Dell” guided their response © 2012 Altimeter Group #AGAcademy

18. 18 Need to Scale drove Dell’s social media vision Number of posts a day about Dell 25,000 4,000 2006 2012 “Embedding Social Media Across the Fabric of Dell” © 2012 Altimeter Group #AGAcademy

19. 19 Dell’s approach to social media training  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 © 2012 Altimeter Group #AGAcademy

20. 20 Social Media and Community University (aka SMaC U) Course levels: 101: Principles 201: Dell’s 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

21. 21 Components of Dell Training  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” Photos provided by Dell. Dell Social Media and Community University. © 2012 Altimeter Group #AGAcademy

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

23. 23 Best Practices from Dell’s Social Media Training Program  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 Dell’s circumstances.  Focused on maximizing opportunities as well as mitigating risks. © 2012 Altimeter Group #AGAcademy

24. 24 Cisco’s approach to Social Media Training  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 • • • • • • • © 2012 Altimeter Group #AGAcademy

25. 25 Focus on best practices  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 that’s available 24/7  At the end of the course, instructions on what to do next © 2012 Altimeter Group #AGAcademy

26. 26 Executive Training also is a key component  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 © 2012 Altimeter Group #AGAcademy

27. 27 Training for all Cisco employees  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 company’s integrity and reputation. • Participants achieve a higher comfort level and understanding of ways to leverage social media, empowering them and supporting the company’s 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 company’s social media policy before participating • With this e-signature, Cisco can chart who has accepted it © 2012 Altimeter Group #AGAcademy

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

29. 29 Creating a Social Media Training Program  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. © 2012 Altimeter Group #AGAcademy

30. 30 Business goals and social media strategy give focus to training Be clear about business goals being supported. Understand how social media will support those specific goals. © 2012 Altimeter Group #AGAcademy

31. 31 Policy and guidelines reviews  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? © 2012 Altimeter Group #AGAcademy

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

33. 33 Example Learning Objectives and Measurement Element Executives Communications/M arketing Develop new skills to engage successfully in social media Are social media initiatives having an impact on the business? Employees Goal Support and lead a social business 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 executives pro- actively leading the company in becoming a social business? Are there fewer incidences and problems related to social media? Long-term metrics 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? © 2012 Altimeter Group #AGAcademy

34. 34 Measurement: Beyond participant satisfaction Type of Question Examples of Immediate Post- Training Survey Questions Examples of 90-Day Follow Up Survey Questions 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. Job Impact This training will improve my job performance This training has improved my job performance (give examples) 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 Business Results © 2012 Altimeter Group #AGAcademy

35. 35 Additional Training Program Best Practices  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. You’ll need their support to roll-out the rest of the training.  Be clear about the goal and impact of training – if you can’t measure it, you won’t get the support needed.  Get help from your partners. • Tool vendors like Lithium and HootSuite. • Agencies and consulting firms. © 2012 Altimeter Group #AGAcademy

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

37. 37 What companies seek in training  Customized to the company’s 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 © 2012 Altimeter Group #AGAcademy

38. 38 Altimeter’s approach to Social Media Training  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 © 2012 Altimeter Group #AGAcademy

39. 39 Common strategic framework underlies the training • Learn: what we can learn from customers and community Dialog • Dialog: the nature of our interactions with them Advocate • Advocate: how we build advocacy among customers and community Learn Support • Support: how we support them via social channels Innovate • Innovate: using customer and community to drive innovation © 2012 Altimeter Group #AGAcademy

40. 40 Altimeter Academy Offerings Program Training Program Development Outcomes Social media training program for the organization that lays out learning objectives, curriculum highlights, and resources/people needed for execution. Audit of existing social media policies with recommendations on how to improve. Enable Executives to be proactive leaders of the social business, instead of reactive. Enable Strategists to create social strategies and initiatives that support business goals. Execute high-quality social media initiatives. Social Media Policies Review Executive Training Social Strategist Training Marketing/Communications Training All Employee Training Under development. Virtual e-Learning on social media policy compliance customized to the org. © 2012 Altimeter Group #AGAcademy

41. 41 Summary  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. © 2012 Altimeter Group #AGAcademy

42. THANK YOU Charlene Li charlene@altimetergroup.com charleneli.com Twitter: charleneli 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. © 2012 Altimeter Group #AGAcademy