DIGITAL AND SOCIAL MEDIA STRATEGY TRAINING:

A CRITICAL NEED FOR TODAY'S CROSS-GENERATIONAL WORKFORCE

#CETS12 @ELEARNING12 @SOCIALMOVES

THE PERFECT STORM

ECONOMY

TECHNOLOGY

THE DIGITAL DIVIDE

HOPE

Social media strategies, tools and tactics.

THREE LITTLE PIG | DISNEY UNIVERSITY TRAINER | DISNEYLAND

CREATIVE DIRECTOR | INTERPUBLIC GROUP | NESTLE USA

DISTANCE LEARNING | VIEWFACTS VMI

VP INTERNET BUSINESS STRATEGY | CITIGROUP

KEY OPINION LEADER INFLUENCE MAPPING | MMRI LTD., UK

SOCIAL MEDIA STRATEGIST | ROUNDARCH ISOBAR | ROYAL BANK OF SCOTLAND | BNY MELLON

TRAINER: DIGITAL AND SOCIAL MEDIA STRATEGY | LEO BURNETT | OMNICOM | CORPORATE FACILITATOR

LINKEDIN PROFILES | CEOS | EXECUTIVES IN TRANSITION | CORPORATE SOCIAL THOUGHT LEADERSHIP

INSTAGRAM ADDICT | NO CATS

GLENN RAINES

We don’t know what we don’t know.

But we need to know it. And act on it.

LEARNING IS NOT ENOUGH

TRAINING

SUSTAINABILITY

INNOVATION

RELEVANCE

THE NEW NORMAL

TRAINING TESTED, CERTIFIED, ACCREDITED, RECALL,

TRANSFER

GLOBAL FINANCIAL CRISES SEPTEMBER 2008

+ SUSTAINABILITY ADAPT TO CONSTANT CHANGE

+ INNOVATION CONTINUOUSLY IMPROVE OUTCOMES

TRAINING | THE CROSS GENERATIONAL WORKFORCE

MENTORING

TRAINING | LEVERAGING TRAITS

“DIGITAL NATIVES”

GEN Z/Y / CONNECTED / MOBILITY

VISUAL / GAME + TEAM-ORIENTED

MULTITASKING / SPEED

CREATIVE CHALLENGES

PERSONAL GROWTH

MEANINGFUL PURPOSE

FLAT ORGANIZATIONS + TRANSPARENCY

ACKNOWLEDGEMENT + FEEDBACK

“GEN X”

INDIVIDUALISTIC

TECH ADAPTIVE

TOLERANT

AMBITIOUS

VALUE LIFE/WORK BALANCE

CAREER EXPERIENCE

“BOOMERS”

WORK ETHIC

DEFINED BY ACCOMPLISHMENTS

HIERARCHAL STRUCTURES

GOAL-ORIENTED

STRIVE TO MAKE A DIFFERENCE

BUSINESS SENSIBILITIES / WISDOM

CHALLENGED TO MAINTAIN RELEVANCE

TRAINING | PROFILE AND SEGMENT LEARNERS

PROFILING

QUESTIONNAIRE

PROFICIENCY AND

LEARNING GOALS:

• SOCIAL MEDIA

• DIGITAL STRATEGY

• MOBILE

• SEO

• MARKET RESEARCH

• WEB ANALYTICS

• OTHER (OPEN ENDED)

DIGITAL

NATIVES

GEN X

BOOMERS

• MENTORING DYNAMICS

• KNOWLEDGE EXCHANGE

• LEARNING TRANSFER

• SATISFY LEARNING GOALS

• COULD BE AGE AGNOSTIC

TRAINING GROUP

OPTIMUM COMPOSITION

TRAINING | PRACTICAL EXERCISES

DIGITAL

NATIVES

GEN X BOOMERS

PURPOSE

BRAND OR

BUSINESS

INSIGHTS

SEARCH

SOCIAL

WEBSITES

IDEA

REFLECTS

PURPOSE AND

INSIGHTS

CONTENT

DELIVERS

ON THE

IDEA

TACTICS

PLATFORMS

APPLICATIONS

AND CHANNELS

TRAINING | PRACTICAL EXERCISES

PURPOSE

DIGITAL NATIVES

TARGET

Learns to interpret a

strategic marketing plan

Shares target market

profiling experience

Shares strategy +

business experience

CULTURAL FUEL Shares and learns anecdotal observations

BEHAVIOR SHIFTS Shares and learns anecdotal observations

CONVICTIONS Arrives at group consensus

DELIVERABLE

A working business or brand “purpose statement” that

baselines a digital and social media strategy:

• OPTIMUM LEARNERS COMPOSITION MIX

• 15 – 30 MINUTES TEAM EXERCISE

• PRESENTS FINDINGS TO LARGER TRAINING GROUP

GEN X BOOMERS

The Idea Content Tactics

Insights

Purpose

We exist to help people achieve their

athletic potential

TRAINING | PRACTICAL OUTCOMES

TRAINING | PRACTICAL EXERCISES

DIGITAL NATIVES

INSIGHT TOOLS

Helps navigate team

through the technology

platform interfaces

Learns technology

platform navigation.

Becomes comfortable

with navigating

technology platforms

SENTIMENT Shares and learns how to give context to sentiment.

CONVERSATION

PROFILES

Learns how to

strategically assess

insight

Learns how to identify

and apply insights using

new tools

Learns how to identify

and apply insights using

new tools

LEARNING INSIGHTS Arrives at consensus on what people care about re: the brand, business, category.

DELIVERABLE

Completed assessment form to document learning insights

• OPTIMUM LEARNERS COMPOSITION MIX

• DEMO AND HANDS ON USE OF WEB-BASED SOCIAL LISTENING, SEARCH, WEBSITE TOOLS

• 15 – 30 MINUTES TEAM EXERCISE

• PRESENTS FINDINGS TO LARGER TRAINING GROUP

GEN X BOOMERS

INSIGHTS

The Idea Content Tactics

Insights

Getting fit is about more than buying

sneakers or apparel

Social Insights People need to be

motivated

Website Insights People like to have feedback on their

progress

Search Insights People like tips and

information on how to improve

Purpose

We exist to help people achieve their

athletic potential

TRAINING | PRACTICAL OUTCOMES

TRAINING | PRACTICAL EXERCISES

DIGITAL NATIVES

SINGLE FOCUS IDEA

Achieve consensus on the big idea that can be delivered through

digital and social media channels to achieve strategic business objectives.

DELIVERABLE

A statement that encapsulates the big idea

• OPTIMUM LEARNERS COMPOSITION MIX

• 15 – 30 MINUTES TEAM EXERCISE

• PRESENTS FINDINGS TO LARGER TRAINING GROUP

GEN X BOOMERS

IDEA

The Idea Content Tactics

We can help people achieve their athletic goals

through personalized

content , useful applications and

meaningful community support

Insights

Getting fit is about more than buying

sneakers or apparel

Social Insights People need to be

motivated

Website Insights People like to have feedback on their

progress

Search Insights People like tips and

information on how to improve

Purpose

We exist to help people achieve their

athletic potential

TRAINING | PRACTICAL OUTCOMES

TRAINING | PRACTICAL EXERCISES

DIGITAL NATIVES

EARNED, OWNED,

PAID MEDIA

Shares ad banners,

SEO experience; learns

messaging strategy

Learns how to apply

traditional marketing to

new online channels

Learns how strategic

messaging experience

applies to new channels

EDITORIAL

CALENDARS

Shares how Twitter- FB

content renders; Learns

editorial alignment

Learns to integrate with

overall marketing

Learns to adapt content

to new platforms; shares

editorial alignment goals

CONTENT MIX

Learns how to mix

promotions, helpful tips,

conversation starters.

Teaches SEO, hashtags

Learns how to format

content for call to action

engagement

Learns to format content

for call to action;

reinforces content

strategy alignment

DELIVERABLE

Editorial content and calendar mapped to specific digital and social media channels

• OPTIMUM LEARNERS COMPOSITION MIX

• 15 – 30 MINUTES TEAM EXERCISE

• PRESENTS FINDINGS TO LARGER TRAINING GROUP

GEN X BOOMERS

CONTENT

The Idea Content Tactics

We will help you manage your performance.

We will help motivate and advise you.

We will help

connect you with other athletic enthusiasts

We can help people achieve their athletic goals

through personalized

content , applications and

community support

Insights

Getting fit is about more than buying

sneakers or apparel

Social Insights People need to be

motivated

Website Insights People like to have feedback on their

progress

Search Insights People like tips and

information on how to improve

Purpose

We exist to help people achieve their

athletic potential

TRAINING | PRACTICAL OUTCOMES

TRAINING | PRACTICAL EXERCISES

DIGITAL NATIVES

EARNED, OWNED,

PAID MEDIA

Shares channel exp;

learns strategy/channels

alignment, ROI needs

Learns how to apply

integrated marketing to

new online channels

Learns to align

strategies to new

channels; shares

measurement objective

WEB SITES Shares user interface

immersion experience

Learns to integrate with

overall marketing

Learns to integrate with

overall marketing

SOCIAL NETWORKS

Shares nuances of

“social cultures”

Learns integration

strategies

Learns social culture

nuances; shares

marketing integration

needs

Learns social culture

nuances, “attraction

marketing vs. push

marketing”

MOBILE Shares apps, SMS,

location-based exp;

Learns strategy alignment

Learns capabilities;

Shares strategy and

measurement goals

Learns capabilities;

Shares strategy and

measurement goals

DELIVERABLE

Business objectives, strategies and tactics alignment matrix

• OPTIMUM LEARNERS COMPOSITION MIX

• 15 – 30 MINUTES TEAM EXERCISE

• PRESENTS FINDINGS TO LARGER TRAINING GROUP

GEN X BOOMERS

TACTICS

The Idea Content Tactics

We will create the platform to manage your performance.

We will motivate

you and advise you.

We will provide the platform to connect with other athletic

enthusiasts

We can help people achieve their athletic goals

through personalized

content , applications and

community support

Insights

Getting fit is about more than buying

sneakers or apparel

Social Insights People need to be

motivated

Website Insights People like to have feedback on their

progress

Search Insights People like tips and

information on how to improve

• Apps • Web tools • Facebook pages • Community

management • Data capture

profiling • Personalization • Influencer

outreach • Blogs • Moderated

forums • Ecommerce

integration

Purpose

We exist to help people achieve their

athletic potential

TRAINING | PRACTICAL OUTCOMES

LEARNING IS NOT ENOUGH

TRAINING

SUSTAINABILITY

INNOVATION

RELEVANCE

“Sustainability is the ability to adapt

learning to changes faced every day.”

SUSTAINABILITY | ADAPT LEARNING TO CONSTANT CHANGE

TRAIN

LEARNING

Base Knowledge

TRANSFER

PRACTICALS

Guided, structured

Outcomes applied to

workflows

Mentoring

SUSTAIN

CHANGE PROCESSES

Invest in Right Enabling Technologies

• Organizational business requirements

• Social listening insights

• Organic knowledge management

– Crowdsourced

– Wiki updates

– Trend data

– Practicals input/updates

– Analytics integration

• Collaborative leaning platforms and

mentoring software

• Mobile solutions

• Analytics and measurement reporting

dashboards

LEARNING IS NOT ENOUGH

TRAINING

SUSTAINABILITY

INNOVATION

RELEVANCE

INNOVATION | ALIGN LEARNING WITH A SUSTAINABILITY STRATEGY

PRACTICALS

• Access reference-based learning

content, archived KPI data

• Update enterprise-wide learning

• Accelerate competency and transfer

MOBILITY

• “Just in Time”

• Feedback loop

• “Generational-ready”

CONTINUOUS INSIGHT UPDATES

WEB ANALYTICS

• Click thru’s

• Site traffic

• Conversions

SOCIAL LISTENING

• Real time trending

• Brand sentiment

• Conversation places

• Conversation profiles

SUSTAINABILITY

• Change processes, platforms

• KM and LMS

• Collaborative learning

• Mentoring software

• Training curriculum updates

• Measurement benchmarks,

analytics

Defy the labels.

Value experience

Rising stars shine

Common purpose

DIGITAL AND SOCIAL MEDIA STRATEGY TRAINING:

A CRITICAL NEED FOR TODAY'S CROSS-GENERATIONAL WORKFORCE

DIGITAL + SOCIAL STRATEGIES

PRESENTATIONS

WORKSHOPS

TRAINER | FACILITATOR