Detroit Horizon A Learning Academy for the Digital Staff Prepared by Ali Diallo The Ad Transformation Group
DMP MISSION STATEMENT To engage every person in our market with products that improve their lives. WHAT DOES THIS REALLY MEANS FOR OUR STAFF? HOW DO WE ESTABLISH A CONNECTION BETWEEN OUR STAFF AND THE DMP MISSION STATEMENT? GOING BEYOND THE OBVIOUS (CUSTOMER FOCUS) AND CONNECTING WITH OUR INTERNAL NEEDS (EMPLOYEE FOCUS)
DMP MISSION STATEMENT “ To engage every person in our market” Recognizing that we need to adopt a customer-centric approach while developing an employee-centric culture In doing so we need to ensure we also listen to the needs of our Sales Staff Focusing on employee confidence and brand development “ I am proud to work for DMP”
DMP MISSION STATEMENT “ With products that improve their lives ” What kind of products can we offer our staff that would improve their lives and the quality of their work? Improving the lives of our Staff means improving their abilities to better perform their jobs which means more revenue for the company.
DMP GOALS: The Mission Statement Revisited To engage every person in our market with products that improve their lives. How do we engage our Sales Force with products that help them reach their goals? AUDIENCE REVENUE BRAND EQUITY
The Mission Statement Revisited How do we empower our teams with the knowledge, tools, training, confidence and enthusiasm they need to reach their goals? “ In an employee-centric culture, a free flow of communication, ideas and innovative thinking is encouraged throughout the organizational structure. All ideas can be expressed and will be received in a positive and respectful manner. Each employee is valued and considered critical to the organization's success in delivering its shared vision and mission. Talent will be nurtured by giving each employee an opportunity to grow, learn, develop skills and pursue goals.” Texas A&M University Financial Management Operations
FEEDBACK FROM THE AEs “ Training was nice, but basic. I feel like we need ongoing training.” “ Our digital knowledge is still pretty basic.” “ Teach me more about digital. Even if I don’t need the information, having it helps me be more confident about the product.” “ I think there is always something to be learned about our products, even the most basic newsprint.” In October 2010 the Ad Transformation group conducted a survey that asked the AEs what they thought they needed most. Here are some of their answers. _____________________________________________
FEEDBACK FROM THE AEs “ I think we should make time to continue training on the entire product portfolio, one piece at a time.” “ We need continued training and focus on accountability to hit our digital numbers.” “ I still need some help working on proposals.” “ I still feel there is a need for continued training on digital.” Continued _____________________________________________
A-la-carte topic selection: users have more freedom of choice when it comes to selecting the topics they want to learn more about (Geo-Targeting, How to Format an Excel Report, Upselling Techniques, etc).
Users can join a scheduled training session by registering on Detroit Horizon. The notice gets then added to their Outlook calendars. Training is conducted downtown and at the SHOF by our Digital Specialists and seasoned AEs.
Fun course selection: combining training opportunities with lighter, more entertaining topics.
Opportunity to learn without any pressure.
Digital training sessions that span a wide range of topics and that involve multiple departments (Digital Development, Client Solutions, etc).
THE PICK-A-SCHOOL CONCEPT Much like any online university, Detroit Horizon provides training courses that are grouped in fields (or categories) called “Schools”. The AEs have the opportunity to join a school and attend all the courses pertaining to that school or field. There are currently 3 schools: THE BASICS This school features basic training courses that focus on the essential skills and knowledge the AEs need to acquire or develop: standard operating procedures, how to fill out an online insertion order, how to navigate through Sharepoint, basic selling techniques, etc. TIPS & TRICKS This school features a series of tips and how-to guides developed by seasoned AEs and Digital Experts (“How to Prepare a Powerful Campaign Result Report”, “Digital Tips from an AE”, etc). ABOVE & BEYOND The Above & Beyond school goes beyond the standard training opportunities and expose the AEs to a broader digital world. It features such courses as “Learning More About Detroit’s Digital Competitive Advantages”, “The Future of Online Advertising”, “What is the Competition Doing?”.
Selling Digital: some useful tips from an Account Executive
Behavioral Targeting: why it matters?
The Future of the Digital Economy and how it will impact Advertising
How to use and format Excel reports
How Geo-Targeting Works
Public Speaking 101
Exciting & Upcoming Ad Technologies
The DMP Sites: a Guided Tour
Is the Detroit Economy going Digital?
How Web Sites Work
The Rise of Social Media
How to Sell Yahoo!
How to read the Digital Inventory Reports
An Introduction to Pre-roll Videos
Just Do It: How the Nike Slogan can help boost your Productivity
How to Fill out a DTO and Inventory Request Form
DETROIT HORIZON’S INNOVATIVE FEATURES DETROIT HORIZON is not your average training platform. It features innovative and interactive tools that are guaranteed to keep the Sales Staff interested in the learning opportunities. PERSONALIZED PROFILE PAGE The AEs can create their own profile pages and set up their privacy settings. PHOTOS The Photos section hosts a wide variety of pictures from the previous Sales events (Yahoo launch party, sales recognition party, Christmas staff event, etc). VIDEOS The Videos section features a series of training and informative videos about the Digital economy. SCHOOLS Each school possesses its own page complete with a feedback wall and registration features.
DETROIT HORIZON’S INNOVATIVE FEATURES DIGITAL TUTORIAL SESSIONS All the Digital Tutorial Sessions that were previously conducted are available on the Digital Tutorial page for easy access and review. The AEs can contact the Digital Specialists (Nick Krol and George Howard) directly from this page. FRIENDS’ LIST The AEs can add their colleagues to their friends list and benefit from mentoring and peer-to-peer opportunities. TWITTER AND FACEBOOK INTEGRATION Users can sign in to Detroit Horizon using their Facebook login information. They can also repost any article on Facebook or Twitter. DYNAMIC TRAINING SESSION CALENDAR Detroit Horizon features a user-friendly calendar that lists all the upcoming training events, their locations (SHOF or downtown Detroit) and the name and experience of the trainer. The AEs can read the description of the event, the course syllabus and register with the click of a button. RSS FEED Users can follow the activity of a particular training discussion or topic using the standard RSS feed. This way, they’ll be informed via email whenever a new course is available or a discussion is updated. They can also follow the activity of a specific trainer in order to be notified when he or she teaches a new course. This is useful if they like someone’s particular teaching style.
DETROIT HORIZON’S SHOWCASE: DYNAMIC COURSE CALENDAR
DETROIT HORIZON’S SHOWCASE: THE COURSE REGISTRATION PAGE
DETROIT HORIZON’S SHOWCASE: WEEKLY DIGITAL TUTORIALS
DETROIT HORIZON AND THE DMP GOALS WHY IT ALL MATTERS Audience – Revenue – Brand Equity
Thanks to its collaborative tools Detroit Horizon will help improve inter-departmental communication.
Detroit Horizon will grow our engagement among adults in our community and among clients by providing an informative platform that could be used to educate our clients and the general public on the power of Digital Advertising.
The scalable nature of Detroit Horizon will help bring other, non-Advertising divisions to the platform. This all-inclusive approach will help us provide company-wide updates on our audience trends.
DETROIT HORIZON AND THE DMP GOALS WHY IT ALL MATTERS
The Detroit Horizon initiative will produce a stronger, more confident Sales Force that will be able to become well acquainted with all the upselling strategies and revenue maximization solutions.
The AEs will remain at the forefront of the Digital Technology innovations by attending the training sessions. This will help them offer new advertising opportunities to their clients.
By opening specific sections of the platform to potential advertisers, DMP will be able to showcase success stories and advertising solutions that could be purchased instantly by contacting the AEs on Detroit Horizon.
DETROIT HORIZON AND THE DMP GOALS WHY IT ALL MATTERS
Detroit Horizon will help solidify DMP’s brand as the most innovative multi-media company in Michigan by providing a unique collaborative platform.
Through the creation of a public, customer-facing Advertiser section on Detroit Horizon, DMP will help increase its brand value by establishing a connection with its clients that goes beyond the standard business relationship.
The customer-facing Advertiser section could serve as an online customer service and FAQ area where the clients would go to get answers on any Advertising questions they might have. They will be able to chat with their AE in real time and to attend online presentations such as the Yahoo! Webinars from the comfort of their offices. This experience will make DMP the first choice for value, customer service, results and innovation.