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

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.
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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

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

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

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

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

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

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.
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