Engage with Social Media in L&D
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Jackie White, Curriculum Manager at Ford College, explains how they are trying to overcome the fear of widening the use social media and actually integrate it into their L&D strategy.
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Engage with Social Media in L&D
- 1. FORD COLLEGE Engage with Social Media in L & D 15.10.14
- 2. Welcome to Ford 2
- 3. SOCIAL MEDIA FEEL THE FEAR 3
- 4. Why we’re afraid of widening use of Social Media • Daily stories of people messing up online • Impact of bad publicity on the brand • Lack of user control (from a business perspective) • No resource to do it 4
- 5. SOCIAL MEDIA …AND DO IT ANYWAY! 5
- 6. The Benefits 6 • New ‘word of mouth’ recommendation • Services will be discussed online whether you like it or not – why not be part of the conversation? • If you deal ++ with it, you can turn a negative situation around • People, Money, Time – low cost entry, put guidelines in place
- 7. GETTING INFORMATION OUT THERE
- 8. It’s all about Connectivity At Ford, as well as connecting with the customer through Contact Centres, Dealers, adverts, marketing we look at how our in-car technology interacts with people’s lives & lifestyles: 8 Move from static to mobile communications
- 9. How do we connect with our customers? 9 With L & D it’s all about connectivity: • Brought In: Apps, Media, Smart devices • Beamed in: Satellites, Radio, Wifi, Bluetooth • Built in: services (Emergency Assist), Data connections
- 10. How to engage with your audience • It’s all about tone • Don’t forget good Netiquette – behave as though having a face-to-face conversation • Be genuine 10
- 11. 11 SOCIAL MEDIA COMES ALIVE!
- 12. L & D Strategy 12 • E-learning for knowledge • F2F events for application • ‘How To’ Guides e.g. use of Facebook Give Give Ask for Business
- 13. Prior to Event 13
- 14. During the Event Page 14
- 15. Post Event • Find out what worked well, and repeat • Monitor tweets/posts for a week afterwards; look at anything that might be trending or popular • Retweet or post popular comments or pictures centrally • Counter anything that could be perceived as negative with honest answers Page 15
- 16. In summary • What & Why: what you are doing this for (beamed in, built in, brought in connectivity); why you are doing it (engage with our customers) • Where & When: little & often, using information you have already; choose a suitable event or activity to experiment active use of social media. Build anticipation (Give, Give, Ask) through Twitter/Facebook beforehand. During event, reward active users through incentives • Who & How: pick people who naturally want to engage with social media & are doing it anyway; monitor activity, ensuring staff can also engage and pick up any ++ to re-post centrally • Manage it & Measure it: number of followers, page clicks, downloads, trends • Feel the fear………………….. And do it anyway! Page 16
Editor's Notes
- Good morning. My name is Jackie White, Curriculum Manager of the Henry Ford College. I oversee the design & delivery of training to 700 UK dealers, everything from how you meet & greet the customer in the show room to servicing a customer’s vehicle.
- Welcome to the world of Ford! Play video. Whatever we do, we do on a large global scale.
- There are lots of reasons why organisations are reluctant to introduce Social Media to a wider business audience. Consider in Ford, we have a network of 700 dealers, each with @ 5 sales staff, all of them twittering, Facebooking etc. If each person did only one tweet & 1 Facebook update per day, that would be 70,000 posts/messages posted daily – how do you control something on that scale?
- We have seen so many examples of people who should know better messing up online, plus it would be easy to get something wrong, say a vehicle handover, and have customer opinions shared online – with PHOTOS - spreading negative aspects of their experience – how do we recover? Also, the impact of bad customer feedback on the brand – how do well-known brands recover from such cyber attacks? Then there’s the aspect of the organisation controlling what’s posted online by their network representatives – is it corporate? In brand and style? Relevant? How does the L & D community interface with this?
- The answer is – feel the fear – and do it, anyway! So what are the benefits to an organisation of using social media?
- The UK is one of the biggest adopters of social media in the world. For us, it is now the new ‘word of mouth’ recommendation – whereas before you would perhaps call a friend and tell one or two people of a good/bad experience, now you can post online and reach 1000s of people with one click. Your services and brand will be discussed online, whether you like it or not – would it not be better to join this conversation rather than sit on the outside of it? If you have a negative situation, it can be rectified quickly, an update posted online and the customer can see you have genuinely tried to handle a difficult situation. You can deal with it and move on, perhaps gaining a better reputation in the process. If you look at resources – People, Money, Time, social media is a low cost entry method – People: it’s most likely going to be a young person, who’ll be doing this anyway, that can be given a framework, from which to work; Money – low cost Time – think about the times you have had to gather everyone to put a newsletter, article or magazine together: if you re-purpose existing content, you can drip feed it out to your audience from a central source, using all available assets, so it should be relatively cheap to maintain.
- Where does L & D fit in? For us, it’s all about connectivity. We have the usual set up of Contact Centres to field centralised calls; dealers to showcase products, adverts to raise brand awareness etc but our key differentiator is how customers’ lifestyles have changed and how we build the vehicle that fits that lifestyle expectation. Remember this? (Show radio.) It’s now this: (DAB); and this? (phone) is now this. Have you spotted the shift? It’s all about the move from static to mobile communications, to keep the customer moving, on the go, to help manage their busy schedules.
- It’s all about connectivity. How do I, as an L & D professional, bring together a central Technology theme to connect my Sales, Technical, Aftersales, Bodyshop and Parts Curricula? At the Henry Ford College, we have over 200 courses we offer dealers. I looked to one of our US engineers, Don Butler, for inspiration, after reading an article he wrote for our company magazine. He simplified connecting to the customer as: Bought In Beamed In Built In We now have our strategy for understanding technology and can see how social media fits in. So our vehicles become a technology hub for our customers, to continue their lifestyles, whether they drive a Transit or a Fiesta, whether they need it or not, it’s there!
- How do we make Social Media come alive in L & D?
- Give them to knowledge – provide online via e-learning what is is) Reinforce the application of that knowledge through F2F learning (how to use it)
- Welcome to the world of Ford! Play video. Whatever we do, we do on a large global scale.
- You will need someone dedicated to & monitoring traffic and activity during the event. Encourage live tweeting at specific points, say, during a vehicle walkaround. Remember, this can also be difficult for the trainer to manage, as learning points can get lost if people are constantly looking down on their phones. Use i-Pads, but restrict access to the event only, so they don’t go wandering off to other sites. Need to supply incentives, so offer small prizes for first person to tweet a pic live; person who noted best value-add comments during the session; person who engaged the most during the day. Choose your event carefully – sales staff are more likely to engage than aftersales, you can’t force engagement, or it will not appear genuine.
- Find out what worked well, and repeat Monitor tweets/posts for a week afterwards; look at anything that might be trending or popular Retweet or post popular comments or pictures centrally Counter anything that could be perceived as negative with honest answers
- What & Why: what you are doing this for (beamed in, built in, brought in connectivity); why you are doing it (engage with our customers) Where & When: little & often, using information you have already; choose a suitable event or activity to experiment active use of social media. Build anticipation (Give, Give, Ask) through Twitter/Facebook beforehand. During event, reward active users through incentives Who & How: pick people who naturally want to engage with social media & are doing it anyway; monitor activity, ensuring staff can also engage and pick up any ++ to re-post centrally Measure it: number of followers, page clicks, downloads, trends