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SocialMedia.org
This video is from
Case Studies

BlogWell
San Francisco

This presentation 2011
is from
June 20,

BlogWell...
Social Business is
Everybody’s Business
BlogWell, February 2013

Julie Finlay
Dir., Social Communities & Advocacy
USAA Soc...
SOCIAL BUSINESS JOURNEY

USAA Social Approach

Social Media

Social Business

Use social tools to
communicate with
members...
SOCIAL BUSINESS JOURNEY

Lessons Learned … so far

It’s not a
marathon, or a
sprint.
It’s a series of
sprints.

Rich data
...
SOCIAL BUSINESS JOURNEY

Training and Culture Management

A well-written social
media policy is a great
start ...
Think

…...
SOCIAL BUSINESS JOURNEY

Build toward a vision of cultural change
Share
updated SM
Policy in
virtual space

•
•
•
•
•

Soc...
SOCIAL EXCHANGE

Vision

Demonstrate the art of the possible
Facilitate
the
exchange
of ideas

Offer social experiences
Pr...
SOCIAL EXCHANGE

Generate excitement (online and IRL)
Cast a social shadow … tease what’s to come

USAA CONFIDENTIAL

7
SOCIAL EXCHANGE

Bring social to life
Host a grand opening filled with
contagious energy

“The crowd
looking on from
the t...
SOCIAL EXCHANGE

Bring social to life
Celebrate with giveaways,
food, and music

USAA CONFIDENTIAL

9
SOCIAL EXCHANGE

Bring social to life
Unveil Social Exchange
with a dramatic curtain drop

USAA CONFIDENTIAL

10
SOCIAL EXCHANGE

Bring social to life
Use online space to share
information and generate discussion
Videos

USAA CONFIDENT...
SOCIAL EXCHANGE

Sustain the engagement
Encourage prudent risk taking
Instructional videos

Employee education
framework

...
SOCIAL EXCHANGE

Next Steps

Phase 2 of Social Exchange
• Interactive physical space and
enhancements to virtual space
• I...
SOCIAL EXCHANGE

Lessons Learned & Recommendations

It will cost
more than
you think.

It will take
more time
than you
thi...
SOCIAL EXCHANGE

Contact Information

Julie Finlay
Dir., Social Communities & Advocacy
@jafinlay
linkedin.com/in/jafinlay
...
USAA CONFIDENTIAL

16
SocialMedia.org
This video is from
Case Studies

BlogWell

Learn more about past and
upcoming BlogWells

San Francisco
Thi...
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BlogWell Dallas Social Media Case Study: USAA, presented by Julie Finlay

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In her BlogWell Dallas presentation, USAA's Director of Social Communities & Advocacy, Julie Finlay, talks about how they are promoting social education among employees.

She explains the process for launching their social command center, Social Exchange, and how they use it to better serve their members.

Veröffentlicht in: Marketing
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BlogWell Dallas Social Media Case Study: USAA, presented by Julie Finlay

  1. 1. SocialMedia.org This video is from Case Studies BlogWell San Francisco This presentation 2011 is from June 20, BlogWell socialmedia.org/blogwell Dallas February 19, 2014 socialmedia.org/blogwell Julie Finlay Social business is everybody’s business
  2. 2. Social Business is Everybody’s Business BlogWell, February 2013 Julie Finlay Dir., Social Communities & Advocacy USAA Social Engagement USAA CONFIDENTIAL 1
  3. 3. SOCIAL BUSINESS JOURNEY USAA Social Approach Social Media Social Business Use social tools to communicate with members and enhance and protect reputation Embed social capabilities, principles and practices into business processes to drive enterprise benefits USAA CONFIDENTIAL 2
  4. 4. SOCIAL BUSINESS JOURNEY Lessons Learned … so far It’s not a marathon, or a sprint. It’s a series of sprints. Rich data without analysis and insight gets you nowhere. USAA CONFIDENTIAL Evolution requires cultural change. 3
  5. 5. SOCIAL BUSINESS JOURNEY Training and Culture Management A well-written social media policy is a great start ... Think …but alone it is not enough. Understand Try • Empower employees Learn • Include the Don’ts, but focus on Do’s - Share own experiences - Share what USAA shares - Think about who is listening - Honesty, transparency, respect USAA CONFIDENTIAL 4
  6. 6. SOCIAL BUSINESS JOURNEY Build toward a vision of cultural change Share updated SM Policy in virtual space • • • • • Social Legal HR IT Employee Comms Develop physical space to raise awareness • • • • • • • • • • Social IT Legal Real Estate Events Security Operations Safety Brand Housekeeping USAA CONFIDENTIAL Combine work streams to create a bold, experimental, game changing opportunity 5
  7. 7. SOCIAL EXCHANGE Vision Demonstrate the art of the possible Facilitate the exchange of ideas Offer social experiences Provide hands-on Showcase learning tools Ultimate goal: Use social tools to serve members better USAA CONFIDENTIAL 6
  8. 8. SOCIAL EXCHANGE Generate excitement (online and IRL) Cast a social shadow … tease what’s to come USAA CONFIDENTIAL 7
  9. 9. SOCIAL EXCHANGE Bring social to life Host a grand opening filled with contagious energy “The crowd looking on from the third floor is four-people deep!” USAA CONFIDENTIAL 8
  10. 10. SOCIAL EXCHANGE Bring social to life Celebrate with giveaways, food, and music USAA CONFIDENTIAL 9
  11. 11. SOCIAL EXCHANGE Bring social to life Unveil Social Exchange with a dramatic curtain drop USAA CONFIDENTIAL 10
  12. 12. SOCIAL EXCHANGE Bring social to life Use online space to share information and generate discussion Videos USAA CONFIDENTIAL 11
  13. 13. SOCIAL EXCHANGE Sustain the engagement Encourage prudent risk taking Instructional videos Employee education framework Information sharing Social Business Learning Framework Vision Objective & Values • Encourage sharing • Capture knowledge • Enable action • Empower people USAA CONFIDENTIAL 12
  14. 14. SOCIAL EXCHANGE Next Steps Phase 2 of Social Exchange • Interactive physical space and enhancements to virtual space • Innovation Lab Develop and deploy education • Using Social Exchange community • Working with USAA’s Professional Development team • Develop at all levels, from C-Suite to the newest hire USAA CONFIDENTIAL 13
  15. 15. SOCIAL EXCHANGE Lessons Learned & Recommendations It will cost more than you think. It will take more time than you think. It will require more people than you think. But it will be worth your effort! USAA CONFIDENTIAL 14
  16. 16. SOCIAL EXCHANGE Contact Information Julie Finlay Dir., Social Communities & Advocacy @jafinlay linkedin.com/in/jafinlay Grand opening video on Youtube: http://bit.ly/1dHnvpD USAA CONFIDENTIAL 15
  17. 17. USAA CONFIDENTIAL 16
  18. 18. SocialMedia.org This video is from Case Studies BlogWell Learn more about past and upcoming BlogWells San Francisco This presentation is from June 20, 2011 BlogWell socialmedia.org/blogwell Dallas February 19, 2014 socialmedia.org/blogwell socialmedia.org/blogwell

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