DIGITAL AND SOCIAL MEDIA STRATEGY TRAINING:A CRITICAL NEED FOR TODAYS CROSS-GENERATIONAL WORKFORCE#CETS12 @ELEARNING12 @SO...
THE PERFECT STORM                              TECHNOLOGY                ECONOMY                          THE DIGITAL DIVI...
GLENN RAINES   THREE LITTLE PIG | DISNEY UNIVERSITY TRAINER | DISNEYLAND   CREATIVE DIRECTOR | INTERPUBLIC GROUP | NESTLE ...
We don’t know what we don’t know.But we need to know it. And act on it.
LEARNING IS NOT ENOUGH                                      TRAININGSUSTAINABILITY                          RELEVANCE     ...
THE NEW NORMAL                                                                       + INNOVATION                         ...
TRAINING | THE CROSS GENERATIONAL WORKFORCE                                   MENTORING
TRAINING | LEVERAGING TRAITS     “DIGITAL NATIVES”                    “GEN X”                       “BOOMERS”   GEN Z/Y / ...
TRAINING | PROFILE AND SEGMENT LEARNERSDIGITAL            PROFILING                       TRAINING GROUPNATIVES           ...
TRAINING | PRACTICAL EXERCISES  PURPOSE      INSIGHTS            IDEA            CONTENT       TACTICS  BRAND OR      SEAR...
TRAINING | PRACTICAL EXERCISES      PURPOSE                                  DIGITAL NATIVES                    GEN X     ...
TRAINING | PRACTICAL OUTCOMES     Purpose           Insights   The Idea   Content   Tactics  We exist to helppeople achiev...
TRAINING | PRACTICAL EXERCISES      INSIGHTS                                 DIGITAL NATIVES                   GEN X      ...
TRAINING | PRACTICAL OUTCOMES     Purpose                 Insights           The Idea   Content   Tactics  We exist to hel...
TRAINING | PRACTICAL EXERCISES        IDEA                                 DIGITAL NATIVES                    GEN X       ...
TRAINING | PRACTICAL OUTCOMES     Purpose                 Insights               The Idea         Content   Tactics  We ex...
TRAINING | PRACTICAL EXERCISES        CONTENT                                   DIGITAL NATIVES                    GEN X  ...
TRAINING | PRACTICAL OUTCOMES     Purpose                 Insights               The Idea            Content         Tacti...
TRAINING | PRACTICAL EXERCISES        TACTICS                                 DIGITAL NATIVES                   GEN X     ...
TRAINING | PRACTICAL OUTCOMES     Purpose                 Insights               The Idea             Content             ...
LEARNING IS NOT ENOUGH                                      TRAININGSUSTAINABILITY                          RELEVANCE     ...
“Sustainability is the ability to adaptlearning to changes faced every day.”
SUSTAINABILITY | ADAPT LEARNING TO CONSTANT CHANGE     TRAIN                TRANSFER                           SUSTAIN    ...
LEARNING IS NOT ENOUGH                                      TRAININGSUSTAINABILITY                          RELEVANCE     ...
INNOVATION | ALIGN LEARNING WITH A SUSTAINABILITY STRATEGY     MOBILITY     • “Just in Time”     • Feedback loop     • “Ge...
Value experience     Rising stars shine     Common purposeDefy the labels.
DIGITAL AND SOCIAL MEDIA STRATEGY TRAINING:A CRITICAL NEED FOR TODAYS CROSS-GENERATIONAL WORKFORCE                        ...
Upcoming SlideShare
Loading in …5
×

CETS 2012, Glenn Raines, slides for Digital & Social Media Strategy Training: A Critical Need for Today's Cross-Generational Workforce

488 views

Published on

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
488
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

CETS 2012, Glenn Raines, slides for Digital & Social Media Strategy Training: A Critical Need for Today's Cross-Generational Workforce

  1. 1. DIGITAL AND SOCIAL MEDIA STRATEGY TRAINING:A CRITICAL NEED FOR TODAYS CROSS-GENERATIONAL WORKFORCE#CETS12 @ELEARNING12 @SOCIALMOVES
  2. 2. THE PERFECT STORM TECHNOLOGY ECONOMY THE DIGITAL DIVIDE HOPE
  3. 3. GLENN RAINES THREE LITTLE PIG | DISNEY UNIVERSITY TRAINER | DISNEYLAND CREATIVE DIRECTOR | INTERPUBLIC GROUP | NESTLE USA DISTANCE LEARNING | VIEWFACTS VMI VP INTERNET BUSINESS STRATEGY | CITIGROUP KEY OPINION LEADER INFLUENCE MAPPING | MMRI LTD., UK SOCIAL MEDIA STRATEGIST | ROUNDARCH ISOBAR | ROYAL BANK OF SCOTLAND | BNY MELLON TRAINER: DIGITAL AND SOCIAL MEDIA STRATEGY | LEO BURNETT | OMNICOM | CORPORATE FACILITATOR LINKEDIN PROFILES | CEOS | EXECUTIVES IN TRANSITION | CORPORATE SOCIAL THOUGHT LEADERSHIP INSTAGRAM ADDICT | NO CATSSocial media strategies, tools and tactics.
  4. 4. We don’t know what we don’t know.But we need to know it. And act on it.
  5. 5. LEARNING IS NOT ENOUGH TRAININGSUSTAINABILITY RELEVANCE INNOVATION
  6. 6. THE NEW NORMAL + INNOVATION CONTINUOUSLY IMPROVE OUTCOMESTRAININGTESTED, CERTIFIED, ACCREDITED, RECALL,TRANSFER + SUSTAINABILITY ADAPT TO CONSTANT CHANGE GLOBAL FINANCIAL CRISES SEPTEMBER 2008
  7. 7. TRAINING | THE CROSS GENERATIONAL WORKFORCE MENTORING
  8. 8. TRAINING | LEVERAGING TRAITS “DIGITAL NATIVES” “GEN X” “BOOMERS” GEN Z/Y / CONNECTED / MOBILITY INDIVIDUALISTIC WORK ETHIC VISUAL / GAME + TEAM-ORIENTED TECH ADAPTIVE DEFINED BY ACCOMPLISHMENTS MULTITASKING / SPEED TOLERANT HIERARCHAL STRUCTURES CREATIVE CHALLENGES AMBITIOUS GOAL-ORIENTED PERSONAL GROWTH VALUE LIFE/WORK BALANCE STRIVE TO MAKE A DIFFERENCE MEANINGFUL PURPOSE CAREER EXPERIENCE BUSINESS SENSIBILITIES / WISDOMFLAT ORGANIZATIONS + TRANSPARENCY CHALLENGED TO MAINTAIN RELEVANCE ACKNOWLEDGEMENT + FEEDBACK
  9. 9. TRAINING | PROFILE AND SEGMENT LEARNERSDIGITAL PROFILING TRAINING GROUPNATIVES QUESTIONNAIRE OPTIMUM COMPOSITION PROFICIENCY AND LEARNING GOALS: • SOCIAL MEDIA GEN X • DIGITAL STRATEGY • MOBILE • SEO • MENTORING DYNAMICS • MARKET RESEARCH • KNOWLEDGE EXCHANGE • WEB ANALYTICS • LEARNING TRANSFER • OTHER (OPEN ENDED) • SATISFY LEARNING GOALS • COULD BE AGE AGNOSTICBOOMERS
  10. 10. TRAINING | PRACTICAL EXERCISES PURPOSE INSIGHTS IDEA CONTENT TACTICS BRAND OR SEARCH REFLECTS DELIVERS PLATFORMS BUSINESS SOCIAL PURPOSE AND ON THE APPLICATIONS WEBSITES INSIGHTS IDEA AND CHANNELS DIGITAL GEN X BOOMERS NATIVES
  11. 11. TRAINING | PRACTICAL EXERCISES PURPOSE DIGITAL NATIVES GEN X BOOMERS Shares target market Shares strategy + TARGET Learns to interpret a profiling experience business experience strategic marketing plan CULTURAL FUEL Shares and learns anecdotal observations BEHAVIOR SHIFTS Shares and learns anecdotal observations CONVICTIONS Arrives at group consensus DELIVERABLE A working business or brand “purpose statement” that baselines a digital and social media strategy: • OPTIMUM LEARNERS COMPOSITION MIX • 15 – 30 MINUTES TEAM EXERCISE • PRESENTS FINDINGS TO LARGER TRAINING GROUP
  12. 12. TRAINING | PRACTICAL OUTCOMES Purpose Insights The Idea Content Tactics We exist to helppeople achieve their athletic potential
  13. 13. TRAINING | PRACTICAL EXERCISES INSIGHTS DIGITAL NATIVES GEN X BOOMERS Helps navigate team Learns technology Becomes comfortable INSIGHT TOOLS through the technology platform navigation. with navigating platform interfaces technology platforms SENTIMENT Shares and learns how to give context to sentiment. Learns how to Learns how to identify Learns how to identify CONVERSATION strategically assess and apply insights using and apply insights using PROFILES insight new tools new tools LEARNING INSIGHTS Arrives at consensus on what people care about re: the brand, business, category. DELIVERABLE Completed assessment form to document learning insights • OPTIMUM LEARNERS COMPOSITION MIX • DEMO AND HANDS ON USE OF WEB-BASED SOCIAL LISTENING, SEARCH, WEBSITE TOOLS • 15 – 30 MINUTES TEAM EXERCISE • PRESENTS FINDINGS TO LARGER TRAINING GROUP
  14. 14. TRAINING | PRACTICAL OUTCOMES Purpose Insights The Idea Content Tactics We exist to help Getting fit is aboutpeople achieve their more than buying athletic potential sneakers or apparel Social Insights People need to be motivated Website Insights People like to have feedback on their progress Search Insights People like tips and information on how to improve
  15. 15. TRAINING | PRACTICAL EXERCISES IDEA DIGITAL NATIVES GEN X BOOMERS Achieve consensus on the big idea that can be delivered through SINGLE FOCUS IDEA digital and social media channels to achieve strategic business objectives. DELIVERABLE A statement that encapsulates the big idea • OPTIMUM LEARNERS COMPOSITION MIX • 15 – 30 MINUTES TEAM EXERCISE • PRESENTS FINDINGS TO LARGER TRAINING GROUP
  16. 16. TRAINING | PRACTICAL OUTCOMES Purpose Insights The Idea Content Tactics We exist to help Getting fit is about We can help peoplepeople achieve their more than buying achieve their athletic potential sneakers or apparel athletic goals through Social Insights personalized People need to be content , useful motivated applications and Website Insights meaningful People like to have community support feedback on their progress Search Insights People like tips and information on how to improve
  17. 17. TRAINING | PRACTICAL EXERCISES CONTENT DIGITAL NATIVES GEN X BOOMERS Shares ad banners, Learns how to apply Learns how strategic EARNED, OWNED, SEO experience; learns traditional marketing to messaging experience PAID MEDIA messaging strategy new online channels applies to new channels Shares how Twitter- FB Learns to adapt content EDITORIAL Learns to integrate with content renders; Learns to new platforms; shares CALENDARS overall marketing editorial alignment editorial alignment goals Learns to format content Learns how to mix Learns how to format for call to action; promotions, helpful tips, content for call to action CONTENT MIX conversation starters. engagement reinforces content strategy alignment Teaches SEO, hashtags DELIVERABLE Editorial content and calendar mapped to specific digital and social media channels • OPTIMUM LEARNERS COMPOSITION MIX • 15 – 30 MINUTES TEAM EXERCISE • PRESENTS FINDINGS TO LARGER TRAINING GROUP
  18. 18. TRAINING | PRACTICAL OUTCOMES Purpose Insights The Idea Content Tactics We exist to help Getting fit is about We can help people We will help youpeople achieve their more than buying achieve their manage your athletic potential sneakers or apparel athletic goals performance. through Social Insights personalized We will help People need to be content , motivate and motivated applications and advise you. Website Insights community support People like to have We will help feedback on their connect you with progress other athletic enthusiasts Search Insights People like tips and information on how to improve
  19. 19. TRAINING | PRACTICAL EXERCISES TACTICS DIGITAL NATIVES GEN X BOOMERS EARNED, OWNED, Shares channel exp; Learns how to apply Learns to align PAID MEDIA learns strategy/channels integrated marketing to strategies to new alignment, ROI needs new online channels channels; shares measurement objective Shares user interface Learns to integrate with Learns to integrate with WEB SITES immersion experience overall marketing overall marketing Shares nuances of Learns social culture Learns social culture “social cultures” nuances; shares nuances, “attraction SOCIAL NETWORKS Learns integration marketing integration marketing vs. push strategies needs marketing” Shares apps, SMS, Learns capabilities; Learns capabilities; MOBILE location-based exp; Shares strategy and Shares strategy and Learns strategy alignment measurement goals measurement goals DELIVERABLE Business objectives, strategies and tactics alignment matrix • OPTIMUM LEARNERS COMPOSITION MIX • 15 – 30 MINUTES TEAM EXERCISE • PRESENTS FINDINGS TO LARGER TRAINING GROUP
  20. 20. TRAINING | PRACTICAL OUTCOMES Purpose Insights The Idea Content Tactics We exist to help Getting fit is about We can help people We will create the • Appspeople achieve their more than buying achieve their platform to manage • Web tools athletic potential sneakers or apparel athletic goals your performance. • Facebook pages through • Community Social Insights personalized We will motivate management People need to be content , you and advise you. • Data capture motivated applications and profiling Website Insights community support We will provide the • Personalization People like to have platform to connect • Influencer feedback on their with other athletic outreach progress enthusiasts • Blogs • Moderated Search Insights forums People like tips and • Ecommerce information on how to integration improve
  21. 21. LEARNING IS NOT ENOUGH TRAININGSUSTAINABILITY RELEVANCE INNOVATION
  22. 22. “Sustainability is the ability to adaptlearning to changes faced every day.”
  23. 23. SUSTAINABILITY | ADAPT LEARNING TO CONSTANT CHANGE TRAIN TRANSFER SUSTAIN LEARNING PRACTICALS CHANGE PROCESSES Invest in Right Enabling Technologies Base Knowledge Guided, structured • Organizational business requirements Outcomes applied to • Social listening insights workflows • Organic knowledge management Mentoring – Crowdsourced – Wiki updates – Trend data – Practicals input/updates – Analytics integration • Collaborative leaning platforms and mentoring software • Mobile solutions • Analytics and measurement reporting dashboards
  24. 24. LEARNING IS NOT ENOUGH TRAININGSUSTAINABILITY RELEVANCE INNOVATION
  25. 25. INNOVATION | ALIGN LEARNING WITH A SUSTAINABILITY STRATEGY MOBILITY • “Just in Time” • Feedback loop • “Generational-ready”PRACTICALS SUSTAINABILITY• Access reference-based learning • Change processes, platforms • Mentoring software content, archived KPI data • KM and LMS • Training curriculum updates• Update enterprise-wide learning • Collaborative learning • Measurement benchmarks, analytics• Accelerate competency and transfer CONTINUOUS INSIGHT UPDATES SOCIAL LISTENING WEB ANALYTICS • Real time trending • Click thru’s • Brand sentiment • Site traffic • Conversation places • Conversions • Conversation profiles
  26. 26. Value experience Rising stars shine Common purposeDefy the labels.
  27. 27. DIGITAL AND SOCIAL MEDIA STRATEGY TRAINING:A CRITICAL NEED FOR TODAYS CROSS-GENERATIONAL WORKFORCE DIGITAL + SOCIAL STRATEGIES PRESENTATIONS WORKSHOPS TRAINER | FACILITATOR

×