Performance and Risk Management through Social Media Training: SocialShakeUp #EASummit14

Performance and Risk Management Through Training#EASummit14

Liz Bullock, CEO, Social Arts & Science Institute (SASI)@lizbbullockLiz Brown Bullock (LinkedIn)

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A big challenge of social media training

(risk mitigation) (scaling engagement)

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Visibility

Warmth

Cost Benefits

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Training needs to balance both risk mitigation and scaling engagement

(risk mitigation) (scaling engagement)

Missteps affect everything from reputations to value propositions to sales

Social Business

Social Selling

Brand Reputation

Customer Support

Talent and Acquisition

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Step #1: Is your Organization ready?

Competency

Maturity RatingsStage 1:

HierarchyStage 2:

EmergentStage 3:

SynergisticEmployees feel

restricted to share any content about the

brand, even on personal social media

platforms

Handful of employees are sharing brand content and some engagement with

customers and prospects

Robust organization armed and working collaboratively to

connect with customers, prospects,

advocates & Influencers

Policies & Governance

No Guidelines Restrictive Inclusive

Training No Training Ad hoc Formal Program

Metrics & Measurement

Anecdotal Activity TrackingBehaviors & Outcomes

Tools & Technology

Consumer tools used by individuals

Mix of consumer tools & enterprise

tools

Social Functionality is integrated throughout

Leadership Command & Control

Consensus Collaborative

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Inspired by Community Roundtable Community Management Maturity Assessment.

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2

Step #2: Identify business objectives

(sample)

All employees Sales Customer Service

Marketing

Protect our brand and employees (RISK)

Increase sales Cost Savings Customer Insights

Deepen customer relationships

Lead Generation Decrease online customer complaints

Increase traffic to website

Amplify our story Thought Leadership Insights to improve products and services

Increase store traffic

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Step #3: Get employees to understand a 2 page legal document

• Create overarching principles to summarize policy• Create video and/or course to teach principles• Provide judgment exercises • Show employees examples of what good and bad look like• Include personal branding guidance and tips • Integrate into other corporate training compliance courses• Utilize Executives to share this message

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Step #4: Define and prioritize your target audience(s)

All employees

Social Media

practitioners

Executives

Some employees (organizatio

n, SME, etc.)

What does each one of these audiences need to know and do (or not do)?

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Step #5: Identify what you want your target audience to think, feel and do

• This exercise informs your training content strategy

THINK

• Knowledge• Awareness

FEEL

• Preference• Liking

DO

• Actions• Convictions

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Step #6: Training content should ladder from risk to specific activation

• Executive target audience example

Social media Policy

Power of Social Media and Business Benefits

How to effectively manage and lead social teams

How to build a personal social brand

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Step #7: Do resource planning

• Will training content be created in-house, corporate training program or externally?

• Who will manage training content going forward?• What format (video, in-person, webinars, etc.), and will it

vary for your different target audiences?• Do you need to provide assessments, certifications and

confirmation of course completion?

TIP: Buy your learning and development team coffee to attain all best practices on training.

Step #8: Integrate into current processes

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Job Responsibilities

Onboarding

TIME

EM

PLO

YEE A

DV

OC

AC

Y A

DO

PTIO

N

Training

Qtly All Hands

Internal Comms

Annual Performance

plans

Review

Awards

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Step #9: Determine KPI’s through Awareness, Adoption and Results

Adoption

AwarenessTIME

Results

EM

PLO

YEE 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

Step #10: Pilot classes with your most socially active peeps

• Most influential employees

• Department• Latest activity• #hashtags• Content

www.socialook.net

www.followerwonk.com

Recap

• Step #1: Is your Organization ready?• Step #2: Identify business objectives• Step #3: Get employees to understand a 2 page legal

document• Step #4: Define and prioritize your target audience(s)• Step #5: Identify what you want target audience to think, feel

and do• Step #6: Training content should ladder from risk to specific

activation• Step #7: Do resource planning• Step #8: Integrate into current processes• Step #9: Determine KPI’s through Awareness, Adoption and

Results• Step #10: Pilot classes with your most socially active peeps

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“The mediocre teacher tells. The good teacher explains.

The superior teacher demonstrates. The great

teacher inspires.”

- William Arthur Ward

• Thank You