1. DIGITAL AND SOCIAL MEDIA STRATEGY TRAINING:
A CRITICAL NEED FOR TODAY'S CROSS-GENERATIONAL WORKFORCE
#CETS12 @ELEARNING12 @SOCIALMOVES

2. THE PERFECT STORM
TECHNOLOGY
ECONOMY
THE DIGITAL DIVIDE
HOPE

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 CATS
Social media strategies, tools and tactics.

4. We don’t know what we don’t know.
But we need to know it. And act on it.

5. LEARNING IS NOT ENOUGH
TRAINING
SUSTAINABILITY
RELEVANCE
INNOVATION

6. THE NEW NORMAL
+ INNOVATION
CONTINUOUSLY IMPROVE OUTCOMES
TRAINING
TESTED, CERTIFIED, ACCREDITED, RECALL,
TRANSFER
+ SUSTAINABILITY
ADAPT TO CONSTANT CHANGE
GLOBAL FINANCIAL CRISES
SEPTEMBER 2008

7. TRAINING | THE CROSS GENERATIONAL WORKFORCE
MENTORING

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 / WISDOM
FLAT ORGANIZATIONS + TRANSPARENCY CHALLENGED TO MAINTAIN RELEVANCE
ACKNOWLEDGEMENT + FEEDBACK

9. TRAINING | PROFILE AND SEGMENT LEARNERS
DIGITAL PROFILING TRAINING GROUP
NATIVES 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 AGNOSTIC
BOOMERS

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. 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. TRAINING | PRACTICAL OUTCOMES
Purpose Insights The Idea Content Tactics
We exist to help
people achieve their
athletic potential

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. TRAINING | PRACTICAL OUTCOMES
Purpose Insights The Idea Content Tactics
We exist to help Getting fit is about
people 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. 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. TRAINING | PRACTICAL OUTCOMES
Purpose Insights The Idea Content Tactics
We exist to help Getting fit is about We can help people
people 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. 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. TRAINING | PRACTICAL OUTCOMES
Purpose Insights The Idea Content Tactics
We exist to help Getting fit is about We can help people We will help you
people 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. 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. 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 • Apps
people 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. LEARNING IS NOT ENOUGH
TRAINING
SUSTAINABILITY
RELEVANCE
INNOVATION

22. “Sustainability is the ability to adapt
learning to changes faced every day.”

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. LEARNING IS NOT ENOUGH
TRAINING
SUSTAINABILITY
RELEVANCE
INNOVATION

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. Value experience
Rising stars shine
Common purpose
Defy the labels.

27. DIGITAL AND SOCIAL MEDIA STRATEGY TRAINING:
A CRITICAL NEED FOR TODAY'S CROSS-GENERATIONAL WORKFORCE
DIGITAL + SOCIAL STRATEGIES
PRESENTATIONS
WORKSHOPS
TRAINER | FACILITATOR