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CETS 2012, Glenn Raines, slides for Digital & Social Media Strategy Training: A Critical Need for Today's Cross-Generational Workforce
The document discusses the need for digital and social media strategy training for today's cross-generational workforce. It notes the changing technology and economic landscapes as well as the digital divide. The hope is that learning leads to action and innovation to address this new normal. The training aims to be sustainable, relevant and leverage different generations' traits through practical exercises involving purpose, insights, ideas, content and tactics. The goal is to help learners develop strategies that achieve business objectives through digital and social channels.
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CETS 2012, Glenn Raines, slides for Digital & Social Media Strategy Training: A Critical Need for Today's Cross-Generational Workforce
- 1. DIGITAL AND SOCIALMEDIA 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 knowwhat we don’t know. But we need to know it. And act on it.
- 5. LEARNING IS NOTENOUGH 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 | THECROSS GENERATIONAL WORKFORCE MENTORING
- 8. TRAINING | LEVERAGINGTRAITS “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 | PROFILEAND 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 | PRACTICALEXERCISES 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 | PRACTICALEXERCISES 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 | PRACTICALOUTCOMES Purpose Insights The Idea Content Tactics We exist to help people achieve their athletic potential
- 13. TRAINING | PRACTICALEXERCISES 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 | PRACTICALOUTCOMES 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 | PRACTICALEXERCISES 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 | PRACTICALOUTCOMES 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 | PRACTICALEXERCISES 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 | PRACTICALOUTCOMES 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 | PRACTICALEXERCISES 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 | PRACTICALOUTCOMES 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 NOTENOUGH TRAINING SUSTAINABILITY RELEVANCE INNOVATION
- 22. “Sustainability is theability to adapt learning to changes faced every day.”
- 23. SUSTAINABILITY | ADAPTLEARNING 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 NOTENOUGH TRAINING SUSTAINABILITY RELEVANCE INNOVATION
- 25. INNOVATION | ALIGNLEARNING 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 SOCIALMEDIA STRATEGY TRAINING: A CRITICAL NEED FOR TODAY'S CROSS-GENERATIONAL WORKFORCE DIGITAL + SOCIAL STRATEGIES PRESENTATIONS WORKSHOPS TRAINER | FACILITATOR