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Social Media.Org
Brands Only Summit

How to Earn Adoption:
From C-Suite to The Front line
December 10, 2013

Renée L. Horn...
Adoption of Social: Frequently Asked Questions
What’s the ROI on social media?
Isn’t social just a channel?
What are they ...
C-Suite Adoption
Expose and educate leadership to make them comfortable
How-To:

Think:

Get them to
Social is good for bu...
C-Suite Adoption (cont.)

Build the case and articulate the business value

Think:

Get them to
We should make an
investme...
Middle Management Adoption
Demonstrate how social can help them achieve their business goals

Think

Get them to
:
There’s...
Front Line Adoption
Ensure employees know the rules and have safeguards

Think:

Get them to
It’s ok to be social

My voic...
RECOMMENDED READING

Open Leadership by Charlene Li
"Be Open, Be Transparent, Be Authentic"
Having the confidence and humi...
RECOMMENDED READING
Social Business By Design by Dion Hinchcliffe and Peter Kim

What is Social Business?
“The intentional...
Q&A and How to Connect

Q&A
Renée Horne, USAA Assistant Vice President Social Business
Twitter: @rlhorne
Hashtag: #usaa
Em...
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How to Earn Adoption of Social Media: From The C-Suite to The Front line

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Social Media.Org Brands Only Summit

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How to Earn Adoption of Social Media: From The C-Suite to The Front line

  1. 1. Social Media.Org Brands Only Summit How to Earn Adoption: From C-Suite to The Front line December 10, 2013 Renée L. Horne Assistant Vice President, Social Business @rlhorne PUBLIC INFORMATION: May be discussed or shared with non-USAA employees. #USAA
  2. 2. Adoption of Social: Frequently Asked Questions What’s the ROI on social media? Isn’t social just a channel? What are they saying about us? Should we put our brand out there? Isn’t social just for fun anyway? Why would we want to allow employees to engage in social? These gaps in understanding are often the barriers to adoption PUBLIC INFORMATION: May be discussed or shared with non-USAA employees. 2
  3. 3. C-Suite Adoption Expose and educate leadership to make them comfortable How-To: Think: Get them to Social is good for business and is essential to me as a leader Do Get them to : Incorporate use of social into their own communications • Provide hands on experiential learning opportunities – trade show • Demonstrate the art of the possible • Invite external thought leaders and experts to share their learning • Articulate the benefits to executives personally and professionally • Provide personal coaching PUBLIC INFORMATION: May be discussed or shared with non-USAA employees. 3
  4. 4. C-Suite Adoption (cont.) Build the case and articulate the business value Think: Get them to We should make an investment in social DO: Get them to Fund your social program and continue support How-To: • Scan the marketplace and competition • Determine relevant applications for your business • Set measureable objectives • Pilot, test and learn • Quantify business benefits and communicate results and outcomes PUBLIC INFORMATION: May be discussed or shared with non-USAA employees. 4
  5. 5. Middle Management Adoption Demonstrate how social can help them achieve their business goals Think Get them to : There’s something in it for me • How-To: Form a cross-functional core team Provide education and insights into benefits, risks and expectations • Gain feedback and input on how to adopt social across business units • Develop a business plan to put social into operation • DO: Get them to Provide subject matter expertise to drive real business outcomes • Embed social into business processes and do not treat as a stand alone PUBLIC INFORMATION: May be discussed or shared with non-USAA employees. 5
  6. 6. Front Line Adoption Ensure employees know the rules and have safeguards Think: Get them to It’s ok to be social My voice makes a difference DO: Get them to Engage responsibly and represent your brand favorably How To: • Provide clarity on your company’s policy • Provide training and education • Celebrate and recognize good behaviors • Never punish, but coach and redirect honest mistakes PUBLIC INFORMATION: May be discussed or shared with non-USAA employees. 6
  7. 7. RECOMMENDED READING Open Leadership by Charlene Li "Be Open, Be Transparent, Be Authentic" Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals. How to give up control and be in command. @charleneli PUBLIC INFORMATION: May be discussed or shared with non-USAA employees. 7
  8. 8. RECOMMENDED READING Social Business By Design by Dion Hinchcliffe and Peter Kim What is Social Business? “The intentional use of social media to drive meaningful, strategic business outcomes: driving revenue, improved customer relationships, superior and highly innovative new products, and higher levels of efficiency and productivity.” @dhinchcliffe @peterkim PUBLIC INFORMATION: May be discussed or shared with non-USAA employees. 8
  9. 9. Q&A and How to Connect Q&A Renée Horne, USAA Assistant Vice President Social Business Twitter: @rlhorne Hashtag: #usaa Email: renee.horne@usaa.com PUBLIC INFORMATION: May be discussed or shared with non-USAA employees. 9

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