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Implementing Effective Social Media Initiatives
Transcript of Implementing Effective Social Media Initiatives
Idea 26: Stir up a little controversy.
Erika Napoletano (@RedheadWriting) stirred up a lot of comments on her July post, “What are the
Bleeping Rules? Profanity and the Social Web.”
It’s all about knowing your community, Erika stressed. “No matter whether you use profanity or not,
people are going to take offense at something you have to say. What brands have to understand is that
not everyone is their target customer and if you tick a few people off along the way, that’s okay!”
Controversial subjects can provoke strong emotions in your community and inspire discussion. Don’t
be afraid to discuss topics relating to your brand or industry just because they’re hot-button topics.
Passion invites interaction and engagement.
Idea 21: Tweak your advertising campaigns.
Spending a pile of cash on advertising, with no feedback on how well it’s doing? Social media can help.
Listen for social response to your campaigns. You can track:
• Advertising-specific keywords
• Unique URLs and phone numbers on your ads
• Conversations from trade shows
• Campaign- or brand-specific hashtags
• User-generated content you’ve solicited
Use this data to gauge consumer sentiment and learn the language of your prospects.
As you’ve seen, social media listening has value for every facet of your organization. Make 2012 the year
you take advantage.
Idea 8: Share the vision.
Share and promote your social media strategy, governance and principles, not just low-level tips and
orders. Don’t turn your team members into robots: they’ll feel frustrated, and so will your community.
Instead, inspire them with the big picture. Then free them up to use their own voice and their own
judgment as they engage online.
Idea 9: Double-check for compliance.
Monitor employees’ social media accounts to make sure they are active, brand-compliant and tracked.
Don’t wait for an employee to screw up. Watch what they’re saying and how they’re engaging. Correct them
when they make a mistake. Encourage them when they excel.
Looking for some more training resources? Check out the eBook we released in April, Training Your
Company for Social Media.
We’d bet you have great insights and ideas to share with your customers, colleagues and community. Turn
that wisdom into great content in 2012 by following our Four Steps to Creating Content for a Social Media
Idea 10: Craft a content strategy. Don’t blog and write willy-nilly. Ask yourself why and for whom you’re creating content.
Nail down the Big Idea that will play out in everything you write and all the tactics you execute. It’s a big
decision and it should be broad enough to work for a long time. That could be years.
Your brand has an established target audience whom you reach out to via traditional media, businesscontacts and even the social web. Take a deeper look at this group and determine who would be interested
in your content. Consider why and how they would be engaged as well. What is keeping them awake at
night? What problems can you solve that will help them do their jobs better or make their lives easier?
Your personality is one great way to break through. Establishing a voice moves you away from “corporate
speak” and into a place that’s more distinct to your brand. This is more appealing to your community
because it speaks to them in terms they understand. If you have an existing, overarching brand
personality, extend it into your content
Idea 1: Socialize your culture, not just your technology.
The days when businesses controlled the conversation are over, but most businesses haven’t adapted.
They use social media as a megaphone, not a telephone. Your whole organization needs to adapt to the
Idea 2: Write up a plan.
Your social strategy needs just as much forethought as any other business process. Taking the time to plan
ahead will pay off. Brent observed, “Strategic users are almost three times more likely to execute activities
for engaging prospects than informal users (53% vs. 19%)” — and they were likely to see increased
Idea 3: Cultivate long-term relationships.
Retaining your current customers is 5 to 10 times cheaper than acquiring new ones. So why are you
blowing all your social media efforts on the short-term sale? Use social media to cultivate the long-term
Idea 4: Automate the boring stuff.
A more wide-ranging social strategy means you need to get more efficient. Brent noted, “Automating
routine operations frees up even more time that could be better spent focusing on finding ways to more
meaningfully engage with customers.”
When designing a social media strategy, it is important
for the company to ask the following questions:
• Which social media tools can best help us achieve
our business strategy?
• Who will be involved, and when will it occur?
• What training is needed for different groups so
that the tools can be used effectively?
• Are there any quick wins that can be gained in the
• How will progress be measured?
• How will success be communicated?
It is important to remember that the strategy does
not have to be perfect. Just like any other businessplan, social media strategies evolve over time.
Implementing the strategy itself is nothing more
than putting plans into action. In this stage, companies
may opt to work with a business partner,
which presents some special considerations. When
selecting such a partner, a company should gather
information about the partner’s experience in social
media, their ability to share knowledge with employees,
and their overall vision for the project, as well as
technical details such as their plans for data storage,
backup, recovery, and security.
Include p. 23 of the gototraining citrix social media document
60 informative social networking and social media infographics
10. Not following back
9. Being faceless
8. Clueless cross-post
7. Being a robot
6. Not keeping your comment house in order
5. Acting like you know me
3. Engaging and ignoring
2. Talking like a marketroid
1. Being pushy
Top 10 enterprise social media etiquette fails
Crowdsourcing — tapping into your community for ideas — has been around for centuries before social media, but not every organization is listening.
Crowdsourcing needn’t be a multi-million dollar formal process. At its heart are four easy steps.
1. Ask for input
2. Listen respectfully
3. Pick the best ideas
4. Reward generously
Idea 11: Go beyond text.
Blog posts, eBooks, case studies and white papers may form the heart of your content, but work in some
variety by considering other media.
An audio podcast is like having your very own radio show your audience can tune into while at the office,
during their morning commute or while working out at the gym.
Photos add a little variety and freshness to your content. They personalize and humanize your business.
Adding an image to your blog post will double your page views.
Use video as a way to spotlight a product or people in your organization. Rather than waiting for the media
to interview your company spokesperson, tape your own interviews and upload them to YouTube or Vimeo.
Webinars, unlike many conferences and events, can be both convenient and affordable. Participants have
the ability to ask specific questions and chat with the guests and moderator, and there are no geographical
hindrances. Webinars are a great opportunity to gather names and email addresses for followup.
If you want to convey information that contains numbers, dates, locations, measurements or comparisons,
present it as an infographicIdea 12: Fill in the topic gaps.
Ask these questions as you figure out what to write about:
• Is the topic interesting right now?
• Is it popular right now?
• Is it timely?
• What is the competition doing or writing about?
• Will you have enough content for the month?
The sweet spot? A topic that you love, that’s timely, and no one else is writing about.
Idea 13: Build community relationships through your content.
You can learn a lot from your community if you take the time to listen. Though the members of your
community can give you a good indication of whether or not they find your content valuable, through
various social options, sharing your posts, comments, tweets and quoting your content, direct feedback is
What is social media? Vs social learning?
When to include it in your strategy?
How to include it?
Tips and Watchouts/Case Study
Review old strategies and insert social media
Share NEXTS Example
Using Social Media to collaborate with your team
Facebook for your team
Social media terms (bookmark or something useful but a giveaway , quick ref thingy . Mousepad?
Founder of Khan Academy
Rethinking Learning with Salman Khan
your bike gets a flat tire so you....
you get a new idea
except in training strategies
the question is not
"Should we be using social media in training?" but
you already do it
social learning is not new anymore
free/low cost tools
questions to form your strategy
who to involve
marketing & communicating your strategy
have a plan
positioning social media interaction points
keep it going
socially blended content design
learning is best through exploration without the tension that the world is assessing you
get learners involved
how we work and learn today
the natural way
we learn is to
begin with mastering
the basics and
build from there
when the goal is mastery be flexible with when and how long learning happens
collaborate with a group to write an eBook
write a case study
blog an article
record an audio podcast
create an image board (Pintrest)
produce video shorts
do a virtual interview with an industry expert (and upload to YouTube)
design and/or deliver a webinar
create an infographic
complete an online research scavenger hunt
create or make use of an online study group
join professional development network(s)
do pre-work, "homework" and/or post work online
learns continuously "in" the job
provide access to learning resources in the flow of work, as the job is performed
wants immediate access to solutions to problems, especially when it blocks performance
create performance aides (not courses)
and help learners identify trusted resources on the social web
is happy to share what they know
tap into the growing phenomena of sharing expertise and enabling employees to create and share resources and knowledge
relies on a trusted network of friends and colleagues
help teams to set up communities and group spaces so they can build internal trusted networks to support one another and provide feedback
learns best with and from others
design for personal human interactions in learning: both one-to-one and group activities are important to include
keeps up to date with their profession and industry
help with personal knowledge management and productivity support by offering tools that you, yourself are familiar with
Yes, you should use this stuff too, trainers
these practices can help companies maintain their performance and encourage employee commitment to the new strategy
involve others to drive continued engagement
communicate to build trust
work the system
Which social media tools can best help us achieve our training goals?
What is the timeline and what teams are involved?
What training is needed for the training designers and trainers?
What training audiences are impacted and what Socially Blended Training Solution will you provide them?
Are there any quick wins or early adopters to leverage?
How will progress be measured?
involve them in the planning and implementation stages so that they understand how social media can increase personal and organizational effectiveness
enthusiastic leaders can publicly pledge their support, provide resources, remove barriers to success, make key decisions and drive adoption amongst their peers, then top-down
use social media to draw more registrants by posting status updates, blogging or tweeting
advertise social media-related training materials and resources during registration process
provide social media contact info at registration to allow participants to contact the trainer before class or visit online resources
allow participants to email the trainer before class or the trainer can reach out by social media to engage learners early with "teasers"
run a back or front channel during live training
web simulcast or record and upload online
supplemental work outside of class completed online
training course or materials evaluation completed online
they "like" your quick guide - it's viral in days!
"grad list" online is a great reference to other experts
develop ongoing social media "housekeeping" initiatives
Implementing Effective Social Media Initiatives into your Training Strategy
consumerization of IT
consumerization of learning
personal, working and learning tools
learners are "doing their own thing"
Subject Matter Expert Led Community
Communications / HR department
Badges and award systems
Engage early adopters
First 30-60-90 Plan
Content Expertise: Train-the-Trainer, Project Management, Meeting Management, Inspiring Teamwork/Collaboration, Regulatory Requirements, Business Processes and Technology Applications.
Presentation Methods: Synchronous and Asynchronous Virtual Reality (Avatar-based), Web cast, Keynote and Classroom.
- ASTD both National and Local
- Boston Women in Biotech
- PDA (Parenteral Drug Association),
- Biotech & Pharma Professionals LinkedIn Network,
- Learning, Education and Training Professionals LinkedIn Group
- GMPTEA (Good Manufacturing Practices Training and Education Association)
- BETA (Biotechnology Education and Training Association)
- ADAPT (Association for Development, Advancement & Productivity through Technology Training)
Keynote speaker, thought-leader and strategist of learning solutions. Extensive experience in all aspects of performing and managing the full training development lifecycle.
Trends such as consumerization of learning and technology have driven discoveries of never-before-seen learning solutions. Developing the right blended learning solution requires a vision, detailed planning and engaging key players. Successful programs include a variety of social media marketing and communication touchpoints wrapped around a socially blended content package. Instructional Design for today’s SmartLearner must allow learners the ability to create their own experience developing mastery at their personal pace. Wrapping the learning experience around the learner is optimal when the learning experience is integrated into the workflow and when learners can quickly connect with a network of trusted experts. This session will include case studies and field-tested examples plus a wealth of ideas and free tools to put SoMe into your training programs right away.
Greater Boston American Society for Training & Development
Communications, Marketing & Training Manager
Genzyme/Sanofi North America, Information Solutions Division