SOCIALMEDIA.ORG/SUMMITORLANDO

How to run a social mediatraining program

LIZ BROWN BULLOCKSOCIAL ARTS & SCIENCE INSTITUTE

DECEMBER 9–11, 2013

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-ceos-

social-media/

Tools to help identify active employees

• Most influential

employees

• Department

• Latest activity

• #hashtags

• content

www.socialook.com

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) All employees Sales Customer Service 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

Risk Mitigation

Activation to be a more

effective business

• Policy (Dell Principles)

• FTC training

• Examples of how to disclose

• #iwork4Dell

• Employee roles

• Resources, best practices

• Actionable content

• Scenario training (driver’s seat)

• Provide “to do” list

• Certification program

• Survey: “Is content actionable?”

#4 Balance between the “what” and “how”

6

What How

• 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

• In-person, online, mobile, etc.

• Determine tone

• Scenarios to teach judgment

• Writing exercises

• Create excitement and dialogues

#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

7

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

Ex: Dell SMaC U Certification Program

#6 Tie the right metrics to the journey

8

Adoption

Awareness

TIME

Results

EM

PLO

YE

E B

EH

AV

IOR

CH

AN

GE

Business Results:

• Increase in traffic to website

• Increase in earned media value

• Increased reach

• Improved SOV

• Effective Acquisition play

• Revenue impact

• SEO

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 boo-boo’s (adopting best practices)

• Increase in blogs

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

#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

14 http://www.gautamblogs.com/2010/05/social-business-

employee-manifesto.html?m=1

• Thank You

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DECEMBER 9–11, 2013

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