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Run a social media training program, presented by Kirsten Hamstra

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In her Brands-Only Summit presentation, SAS Institute's Kirsten Hamstra teaches a class on running a social media training program.

She talks about how to lead a social training program that teaches effective and ethical social media engagement.

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Run a social media training program, presented by Kirsten Hamstra

  1. 1. SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016 Run a social media training program KIRSTEN HAMSTRA SAS INSTITUTE
  2. 2. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. HOW TO BUILD A SOCIAL MEDIA TRAINING PROGRAM KIRSTEN HAMSTRA, GLOBAL SOCIAL MEDIA MANAGER
  3. 3. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. OVERVIEW BUILDING A SOCIAL TRAINING PROGRAM Assess Training Needs Build Curriculum Introduce Program! Maintenance *
  4. 4. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. FIRST ASK YOURSELF THE RIGHT QUESTIONS Guidelines? If not, make them stat.
  5. 5. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. FIRST ASK YOURSELF THE RIGHT QUESTIONS Immediate issues to correct?
  6. 6. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. FIRST ASK YOURSELF THE RIGHT QUESTIONS What chronic questions do I get?
  7. 7. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. FIRST ASK YOURSELF THE RIGHT QUESTIONS What fires do I constantly put out?
  8. 8. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. FIRST ASK YOURSELF THE RIGHT QUESTIONS What are leadership’s priorities?
  9. 9. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. NEXT … ASK EMPLOYEES Hear anything anecdotally from employees?
  10. 10. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. NEXT … ASK EMPLOYEES • How often + what channels do you post v. read? • Goals in using social media at work? • What prevents you from using social at work? • Level of training needed per channel? • Training topics that interest you? • Preferred training format? Survey them! (w/ executive email nudge)
  11. 11. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. FINALLY FIGURE OUT THE “WHO” • All employees? • Marketers? • Executives? • Personas? (e.g. Beginner v. Advanced) • Countries? ? ? ? ? ? ? Define your audience
  12. 12. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. BUILD CURRICULUM TRAINING TYPES
  13. 13. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. P R O J E C T L E A D T R A I N I N G H O M ET R A I N I N G F O R M A T Who’s in charge? What will it look like? Where will it live?
  14. 14. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. BUILD CURRICULUM YOU HAVE OPTIONS – E-LEARNING In-house • Adobe Captivate • Camtasia (screen recording software) • Webex / Lync recording Existing Third Party • Lynda.com • Grovo • Hootsuite Customized Third Party • Social Media coaches • Sales for Life • Bootcamp Digital
  15. 15. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. BUILD CURRICULUM YOU HAVE OPTIONS – LIVE TRAINING In-house • Workshops • Lunch-n-learns • Office Hours • Classroom presentations • Webinars Customized Third Party • Social Media coaches
  16. 16. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. Format Pros Cons In-house • Tailored to your company • Easy to update • Time intensive – 2-3 months per 20-minute e-Learning module • Takes time / resources to create live course content Existing Third Party • Least time intensive • Easy to distribute • Automatically updated • Associated cost • Still must hand-pick courses Customized Third Party • Tailored to your company • Often includes individual access to trainers • Costs vary widely • Becomes dated and hard to update • Difficult to personalize
  17. 17. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. INTRODUCE PROGRAM!
  18. 18. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. TRAINING LAUNCH START WITH TESTING, THEN GO NUTS Make internal stakeholders your testers
  19. 19. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. TRAINING LAUNCH START WITH TESTING, THEN GO NUTS • Intranet articles / digital signage • Internal blog posts • Newsletters • Internal social networks • WOM – team meetings, calls, etc. Internal communications becomes your BFF
  20. 20. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. TRAINING LAUNCH START WITH TESTING, THEN GO NUTS Hook training into other big initiatives (think employee advocacy or social selling) *ominous corporate initiatives
  21. 21. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. TRAINING LAUNCH START WITH TESTING, THEN GO NUTS Encourage “graduates” to endorse training
  22. 22. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. DON’T FORGET MAINTENANCE [SHUDDER] • Revisit training yearly, if possible • Swap outdated screen shots • Update stats more than 5 years old • When building curriculum, think “evergreen”
  23. 23. Company Confidential - For Internal Use Only Copyright © 2015, SAS Institute Inc. All rights reserved. KIRSTEN HAMSTRA @KIRSTEN KIRSTEN.HAMSTRA@SAS.COM
  24. 24. Learn more about past and upcoming events SOCIALMEDIA.ORG/EVENTS SOCIALMEDIA.ORG/SUMMIT2016ORLANDOJANUARY 25–27, 2016

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