In this one-hour webinar, Charlene Li and Ed Terpening will share findings from their recent report on corporate social media education programs: Social Media Education for Employees: Reduce Social Media Risk and Activate Employees for Scale — including best practices from companies like ARAMARK, Cisco, Dell, RadioShack, Aetna, and more.
Attendees will leave this webinar with a four-component, roles-based approach to help their organizations design an education strategy and curriculum.
To download and read the full report, go to: http://bit.ly/social-media-education.
[Slides] Building a Corporate Social Media Education Program, with Charlene Li and Ed Terpening
1. #socialedu!
Building a Corporate Social Media
Education Program!
Charlene Li, Founder and Analyst!
Ed Terpening, Senior Consultant!
Christine Tran, Research Manager!
!
January 30, 2014!
2. Welcome!
Charlene Li!
Founder and Analyst!
#socialedu!
Ed Terpening!
Senior Consultant!
Christine Tran!
Research Manager!
Slides and this recording will be emailed to you after this webinar!
Use the Readytalk control panel to submit questions at any time.!
3. Agenda!
#socialedu!
· State of Social Media Education Today!
· Framework for Social Media Education!
· How to Get Started!
4. Read the Open Research report!
· Download at
altimetergroup.com/
research!
· Based on!
· Interviews with 13 managers
of corporate social media
education programs. !
· Survey of 130 social
strategists at companies in Q4
2012, and 65 social strategists
in Q2 2013!
6. Social media education is a top priority
for large enterprises!
Source: Altimeter Group’s Survey of Social Strategists, Q4 2012 (n=130)!
7. #socialedu!
“As great as our policy is, we
knew no one was going to read
through a lengthy legal
document.”!
!
Amy Heiss, Global Lead for Social
Training & Activation at Dell!
8. Only 18% of companies feel employees are
knowledgeable about their social media policies!
Source: Altimeter Group’s Survey of Social Strategists, Q4 2012 (n=130)!
9. “We’re a 90-plus-year-old company. We
have some employees who have been here
40 years. The end result is that we want
more associates to use social media. If only
1% of our current 34,000 employees
participated and became ambassadors,
we’d have an extended social team of 340.”!
Cosmin Ghiurau, Director, Social Media & Digital
Strategy at RadioShack!
10. Yet, most companies do not have a
formal program in place!
Source: Altimeter Group’s Survey of Social Strategists, Q4 2012 (n=130)!
11. Agenda!
#socialedu!
· State of social media education today!
· Framework for social media education!
· How to get started!
16. Pepsico launched a training program for 110K
associates – primarily to train on its policy!
· Launched a 45 min mandatory
training program, that included
in-training quizzes on its social
media policy!
· Post-training, 93% agreed they
understood the policy and 90%
said it was valuable and
engaging!
17. Required of “any
business relationship
that falls outside the
corporate umbrella” !
Includes a brief, 10minute overview of
RadioShack’s social
media program and
policy!
Includes agencies and
business partnerships
or acquisitions!
!
!
Onboarding program
for new hires includes
social media training
module!
18. #socialedu!
“There’s no one clear example.
Employees need to be trained to
expect the unexpected and use
their better judgment when
engaging online.”!
!
Amy Heiss, Global Lead for Social
Training & Activation at Dell!
19. Develop judgment – and the confidence
to use it!
What you should do!
Judgment is needed in between!
What you !
shouldn’t do!
20. Example Training Scenario!
1. You meet a client you
like, and collaborate
well with. !
2. The client sends you
a Facebook friend
request. !
3. You use Facebook
privately, to stay connected to
friends and family.!
4. Your only relationship with
the client is through work.
You enjoy their company and
think it would be great to get
to know them better. !
What should
you do?!
21. Sample Course Catalog for: !
All Employees — Policy!
Section!
Title!
100!
The Importance of Social Media!
!
101!
How Social Media is Used at the Company!
!
102!
The Risks of Social Media for the Company!
!
103!
Your Company’s Social Media Policy!
!
104!
Guiding Principles for Employee Usage of Social
Media!
23. Intel certifies employees online – Social Media @ Intel: !
The Opportunity and Our Responsibility!
· 30 minute required
course for employees
who want to use social
media!
· Topics include Definition,
Importance of Social
Media, Benefits, and
Risks!
· 3 simple guidelines:
Disclose, Protect, and
Use Common Sense!
24. · Live, 90-minute workshops
conducted by Adobe social
media managers.!
· Hosted at Adobe’s
headquarters in San Jose and
through teleconference in the
morning and evening to
accommodate both US and
global teams. !
· Over 30% of Adobe’s 10,000
employees have completed
this program, which is entirely
voluntary.!
25. Sample Course Catalog for: !
All Employees — Introduction !
Section!
Title!
100!
Introduction to Social Media Tools/Platforms!
!
101!
Getting Started with Twitter, Facebook, LinkedIn!
!
102!
Employee Access Certification!
!
103!
Creating Your Social Media Voice!
!
104!
!
Social Media Privacy!
27. Previously, only 20% of Dell subject matter
experts had social media accounts!
• 150 SMEs have
participated in the
program!
• Over 300K earned media
value over 6-month period!
• Connect Dell to 10,400
new influencer
relationships.!
28. !
Mayo Clinic practitioner education includes: !
• Monthly webinars!
• An annual conference!
• 2-day “residency” programs!
30. Sample Course Catalog: For Practitioners!
Section!
Title!
100!
The Company’s Social Media Program!
101!
Defining Your Social Business Vision and Objectives!
102!
Developing Social Business Initiatives!
201!
Crafting a Social Business Strategy Roadmap!
202!
Getting Your Organization Ready to Engage!
203!
Strategies for Organizational Alignment!
301!
Content Marketing Strategy!
302!
Influence Strategy!
32. Executive Reverse Mentoring by Cisco
Social Ambassadors!
Executive
“Mentee”
SME
“Mentor”
• Learn new skills in a
• Connect with an
• Understand business
• Build business case
• Understand social
• Highlight social
safe environment
case for social media
business requirements
executive
for social media
business requirements
33. #socialedu!
“As it relates to social media, EVERY
executive should have a [practitioner]
help mentor them. Most are fearful of
not being considered an expert. Once
the fear is gone, social media is a great
tool for executives to use.”!
Executive at Cisco!
34. Sample Topics for !
Executive Education!
Section!
Title!
100!
The Business Value of Social Media!
101!
Getting Your Organization Ready to Engage!
201!
Creating the Adaptive Organization!
202!
Overview of Risk Management !
203!
Social Media 101: Hands-On Session !
204!
Social Media for Media Relations and Advocacy!
35. Executive Education Best Practices!
Align with
Business
Value!
Start with business goals
and show how social
engagement can support!
Create
Clear Action
Steps!
Give Executives “first step”
options that fit in their
comfort zones!
Prepare the
Team!
Ensure that Executives
comms and support teams
can help them execute!
38. Aramark has a 3-tier program!
1. Aware: A social media 101
program for anyone in the
company — lives on its LMS!
2. Active: For community
managers, with focus on
platforms and best practices!
3. Expert: For “social delegates” in
LOBs, and core functional
areas like HR, IT, Legal, etc.!
39. Agenda!
#socialedu!
· State of social media education today!
· Framework for social media education!
· How to get started!
40. Checklist!
1. Align!
2. Plan!
3. Execute!
q Confirm Business
Objectives!
q Audit Current State!
q Engage
Leadership for
Commitment!
q Align Key
Stakeholders!
q Confirm Policy
Priorities!
q Define Learning
Objectives!
q Formulate
Success Metrics!
q Educate Key
Stakeholders!
q Determine
Outsource vs. In!
q Audit Existing
Resources /
Training!
q Create Internal
Marketing &
Incentives!
q Run pilots to refine!
q Create
Opportunities for
Sustained,
Ongoing Learning!
41. Sample Alignment Process!
For this client, we
designed a course
using realistic
workplace scenarios
that focused on the
areas of repeated
employee violations
and risk!
Employee Policy Violation History"
Work Conditions & Complaints!
Confidentialiy/Privacy!
Employee Harassment!
Product Complaints!
Improper Solicitation!
Unsanctioned Spokesperson!
12%
31%
24%
19%
13%
1%
42. Sample Metrics!
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 applied the skills and knowledge on
the job. If yes, provide examples of how you
have applied:!
•
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!
43. How Altimeter Can Help!
· Social Business Education Audit!
· Quantitative & qualitative assessment of your organization’s social
business education program!
· Altimeter Academy!
· Engaging, hands-on group workshops that result in tangible actions
for your organization!
· Social Strategy (Ed Terpening)!
· Content Marketing (Rebecca Lieb)!
· Social Business Analytics (Susan Etlinger)!
· Leadership Education!
· Hands-on mentoring or group workshops for executives!
· Social Business Training Plan!
· Create a customer training roadmap for social business education,
typically for three roles: all employees; practitioners; and leadership!
· Social Business Training Curriculum!
· Development of custom training materials for your organization,
with specialty in policy training, leadership, and practioners
(marketing/communications)!
44. Thank You!
#socialedu!
Charlene Li!
Ed Terpening!
Christine Tran!
charlene@alitmetergroup.com!
ed@altimetergroup.com!
christine@altimetergroup.com!
@charleneli!
@edterpening!
@trantastico!
!
Altimeter Group provides research and advisory for companies
challenged by business disruptions, enabling them to pursue
new opportunities and business models. !
!
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