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.

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

  1. 1. This video is from Case Studies BlogWell San Francisco This presentation 2011 is from June 20, BlogWell Dallas February 19, 2014 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 Grand opening video on Youtube: USAA CONFIDENTIAL 15
  18. 18. This video is from Case Studies BlogWell Learn more about past and upcoming BlogWells San Francisco This presentation is from June 20, 2011 BlogWell Dallas February 19, 2014