Creating a social media plan for training.

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CLIENT SOCIAL MEDIA TRAINING SOLUTION

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OBJECTIVES: CLIENT SOCIAL PROGRAM
• Creation of a Social Program that enhances the learning and sharing capabilities of the
Client nationwide to provide:
− Social Media techniques & Best Practices
− Industry Trends and information
− Increase customer access
− Relevant information real-time to drive sales leads and close
opportunities
• At the foundation of the Social Program is are Training Modules to:
− Deliver Social Media Best Practices and techniques
− Capabilities of Social to build and access potential Sales Leads
− Tactics and relevant content to initiate an ongoing client
relationship Engagement Management (close, up-sell and retain
sales opportunities)
− Create an ongoing community approach within the Client Sales
organization provide support, relevant content and celebrate
success!

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TRAINING: LONG TERM CONSIDERATIONS
• Social Media continuously evolves in terms of technology, channels, techniques,
influencer/engagement methodologies and applications
• Employee Churn
• Individual needs vary by client type, vertical & regional considerations
• Continuous changes to Client’s market, technologies, applications and portfolio
• Keeping a large, nationally dispersed Sales Organization educated on Client core
strategies is cumbersome and takes weeks to initiate vs. Social which is real-time and
interactive!

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CREATING A PROGRESSIVE, MODULAR
APPROACH TO LEARNING & SHARING!

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THE AUDIENCE
• Training Program Targeted at:
• AE1,MAE & SAE Sales Titles
• Sales Management
• Marketing
• Product Management
• Legal

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TRAINING COMPONENTS
Institute an ongoing Knowledge Transfer Program as part of Client Management
Objectives providing continuous access to social practices/ techniques, information
and market trends on real-time basis to include:
• Best Practices – What are the basics of Social
– Building a professional profile
– Ways to utilize social as a means to drive sales
– Relationship management
– Publishing (posting, curating & authoring content) guidelines
• Social Media as a Sales Tool
– Uncovering sales leads
– Developing and closing leads
– Social CRM trends & insights
– Channel trends & insights
• Social as a Client Relationship Management Tool
– Creating an ongoing relationship with clients to protect and grow sales opportunities
• Client Support Community
– Sharing successful knowledge, techniques & content
– Celebrating success
– Recognizing the Best-of-the-Best to motivate & incentivize sales excellence!

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TRAINING OPTIONS
• Option 1 – Social Tools
– Weekly listening and content curation/sharing support to provide market insights & POV’s
relevant to Client Sales customers
• Option 2 – Basics of Social 101
– Initial Kickoff (30 Minute Webinar) to discuss Best Practices, Channels, Techniques and the Client
Social Rules/Guidelines around publishing and the brand
– 3 Additional Self-paced Learning modules (Channel, Publishing & Engagement Techniques) –
1/quarter
• Option 3 – Social Bachelors Degree
– Initial Kickoff
– 6 Additional Self-paced Learning modules (Option 1 Modules + Customer Relationship, Lead
Generation & Content Curation/Sharing Techniques) – 2/quarter
• Option 4 – Social Masters Degree
– Ongoing Social Support (Options 1-3) + real-time support to enhance Client Sales Organization
effectiveness to drive new, up-sell and retention opportunities as well as create a Best-in-Breed
Social Community for all Sales resources as an enhancement to standard sales training.

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CASE STUDY – CISCO SOCIAL MEDIA TRAINING
• Goal – Create an internal and external social media training program for Cisco to grow and share
knowledge, promote courses and provide the means for collaboration and reverse mentoring.
• Process – After conducting internal & external audits, Cisco created 3 tracks focused on internal
(employees/partners), executives and external (customers) offering:
• Impact – Through the spirit of collaboration and
mentoring, Cisco has created an enterprise-level
brand approach using social at the core to create a
stronger shared investment across the company,
while enabling individuals to participate in a larger
role in how the brand is perceived globally!
– employees/contractors ability to learn
about social media and earn 3 levels of
certifications and badges
– 1-on-1 sessions for executives to grow their
skill sets
– Cisco customers with on-demand and/or
customized 1-on-1 sessions.
• Results to Date
– Internal program (launched 5/12) - over
3,000 courses taken across 35 countries
http://www.cisco.com/web/learning/social/index.html

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A BUILDING BLOCK APPROACH
• Internal Needs Assessment/Audit Current Social
Policies
Goals &
Objectives
Timelines &
Deliverables
Initial Live
Training
Additional
Modules
Basic 101
Using Social
Channels
Building
Customer
Relationships
Lead Generation
Content Library
Content &
Publishing
Closing Sales/
Upselling
Engagement
Techniques &
RoR
Creating &
Curation
Techniques
Building a Social
Profile as an SME
• Training Program Design
• Training Program
Development
• Training Program
Launch & Evaluation
• Ongoing
Training
Support
2 Weeks
2 Weeks
4 Weeks
2 Months
6 months -
Ongoing

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A BUILDING BLOCK APPROACH
Curriculum
Option 1
Option
2
Option
3
Option 1 +
Option 2 +
Module
5
Module
6
Module
7
Module
1
Module
2
Module
3
Module
4
Module
8
Module
9
Module
10
Module
11
Module
12
Social Overview
Social Platforms
The Role of Content
Building Relationships
Lead Generation
Building a Social Profile
Closing Sales
Business Development
Authoring/Curating
Content
Moderating KT Sessions
Collaborative Solutions
Engagement Skills

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SOCIAL TRAINING – MODULE BASICS
Option 1
Social Basics
“Building a Sales Funnel”
Option 2
Social Bachelors Degree
“Managing the Sales Funnel”
Option 3
Social Masters Degree
“Growing the Client Enterprise”
Building Relationships
Lead Generation
Building a Social Profile
Closing Sales
Business Development
Authoring/Curating Content
Moderating KT Sessions
Collaborative Solutions
Social Overview
Social Platforms
The Role of Content
Engagement Skills
• Client Corporate
Policies
• Trends in Social
• Rules of the Road
• Do’s & Don’ts
• Building Communities
• Social Platforms
• What is Social CRM
• Facts, Fads & Fiction
• What is Influence
• Friending vs. Stalking
• Sharing techniques &
Best Practices
• Joining Groups
• Keeping it
Professional
(LinkedIn vs.
Facebook)
• Using Social CRM
• Finding and Sharing
the Right Content at
the Right Time at the
Right Frequency
• Using Your Networks
& Client SME’s to
overcome issues
• Facebook
• LinkedIn
• Twitter
• YouTube
• SlideShare
• Pinterest
• Instagram
• Foursquare
• Others
• Meet-Ups
• Uncovering Customer
Needs
• Sharing Success
(Testimonials)
• Real-time Engaging
• Hunting vs. Trolling
• Following Customer
websites
• Using Forums & Blogs
• Role of Groups
• Sharing Contacts
• Publishing Industry
focused POV’s
• Using Social Measure
Success/ MBO’s
(growing fans,
followers, links &
shares)
• How to curate
• How to write articles
• Top Curation Sites
• Bookmarking
Techniques
• Optimizing content
around customer
needs & interest
• Rotating themes
• Creating calendars
• Getting Published
• Becoming a Social
SME
• Growing Influence
Skills & Scores
• Growing Your
Followers
• When & What to
Tweet
• Mastering LinkedIn
• Becoming an Industry
SME
• Participating in Blogs
& Forums
• Creating Industry
Accepted POV’s
• Generating the right
tone
• How to engage
• When to engage
• Frequency of posts?
• Frequency
• Platforms
• How to moderate
• Hosting Town hall
meetings for clients
• Sharing Best
Practices Internally
• Using Social as a
Training and Sharing
Platform
• Social as a mentoring,
coaching and support
platform
• Using Social as a
Collaborative
Platform to create
innovative solutions
• Using Social as a
process for defining
Social CRM &
Competitive
Advantage

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SOCIAL TRAINING – THE PROGRAM
Focus Channels
(How trained)
Support
(What we provide)
Results
(BO’s)
Option 1
Social Basics
“Building a Sales Funnel”
Initial - 3-4 Regional WebEx Sessions
with 10-15 Students (Conducted by
NMS)
Modules – 30 minutes PowerPoint
Decks in Client LMS (created by NMS)
Initial Focus Groups
Content Audit
Curriculum Design & Creation
Training
Creating a uniform and consistent
process, platform and methodology
for all Client Sales Resources to use
social as a means to represent the
Brand in a public forum.
Option 2
Social Bachelors Degree
“Managing the Sales Funnel”
Modules – 30 minutes PowerPoint
Decks in Client LMS (created by NMS)
Curriculum Design & Creation
Training
Content Development, Curation &
Sharing (X per week)
The ability to use Social Media as a
means to build and manage a sales
funnel through relationship building
and content delivery. Measured in
growth of likes, links, shares and
Connections
Option 3
Social Masters Degree
“Growing the Client Enterprise”
Modules – 30 minutes PowerPoint
Decks in Client LMS (created by NMS)
Curriculum Design & Creation
Training
Content Development, Curation &
Sharing (X per week)
Ability to use Social to become a
industry SME in terms of
publishing/blogging Client content
and sharing internally with all
resources to grow the business and
brand

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NEXT [FIRST] STEPS…

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THE JOURNEY: CREATING THE RIGHT SOLUTION
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OPTIMIZE
BUILD
MANAGE
DESIGN
Visualize the end-state
Imagine
• What is the purpose of the SMP?
• What does success look like?
• How will it work?
• How will success meet/exceeds the needs of the Customer?
• Who will run it on a day-to-day basis?
• What assets do you have?
• What assets do you need?
• Who are the customers and what are
their needs/expectations?
• Will it be scalable to meet short-term
and long-terms needs?
Making it work!
Creating the right platform
• How does it work on Day 1+ ?
• Is it running efficiently?
• Are the customers happy?
• Are they receiving value?
• Can it be better?
• What needs to be altered/added?
• What is the growth plan?
• Are the right skill sets in-place?
• What technologies exist now?
• Is there a workflow in-place?
• How do you integrate existing
investments into the platform?
• What/who are the right
complimentary tools & partners
• What are the priorities in terms
of Day 1 production?
• Who owns the process?
• Is it internal, external or matrix
managed?
What does it need to get there?
Ideation
Creation
Activation
• What is in-place today?
• What are the brands SWOT?
• What current assets are available –
tools, technology, people, training &
content?
• What investments have been made?
• How are things done now (process)?
• Are the KPI’s & Metrics applicable
and measureable?
• How is [will] success measured?
• What is realistic?

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Strategy without tactics is the slowest route to victory. Tactics without
strategy is the noise before defeat – General Sun Tzu
azurite blue inc. - we are a consulting firm that has the
experience and ability to help clients articulate their needs
with regards to “all things social,” and create an operational
roadmap to get there!
More importantly, we help design strategies that are based upon executable
tactics and tactics that support achievable strategies!
Contact:
Jim Clark – 908-305-8475
jim@azblueinc.com
www.linkedin.com/in/azblue/