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How to earn adoption from the C-suite and the front lines — Live from the Brands-Only Summit

Coverage of this session by Don Vanderslice of Connect with him by following him on Twitter.

11:15 —’s Kurt Vanderah introduces USAA’s Assistant Vice President of Social Engagement, Renee Horne.

11:16 — Renee: How do you get adoption enterprise wide? Break it down by audience.

11:17 — Renee explains how to earn C-Suite Adoption: Expose and educate leadership to make them comfortable. Until they understand from a personal perspective, it’s hard for them to make the leap to why we’d use this for the enterprise.

11:18 — What do you want to get your C-Suite to think? We want them to think that social is good for business and good for me as a leader. If you can convince them of that you can get them to start using it and use it in their own communications.

11:19 — Renee says to provide hands on experiential learning opportunities, like a trade show. Bring in a small circle of social experts and create a one-day forum. Set up stations or booths. Show them the art of the possible. Once they can see it and visualize it they can begin to buy in

11:20 — Invite in external thought leaders and experts to share their learnings. Create a panel and let C-Suite pepper them with questions.

11:21 — Renee: Articulate the benefits to executives personally and professionally.

11:22 — Renee suggests Reverse Mentoring: Pair up some of your C-Suite execs with a junior blogger or community manager.

11:23 — Build the business case and articulate the business value

11:24 — Renee says to help make it their idea. Get them to say, “We should make an investment in social.”

11:25 — What do we want them to do? Fund it! and continue their support.

11:26 — How do you do this?

  • Scan the marketplace and competition.
  • Determine relevant applications for your business
  • Set measurable objectives. Watch out for the ROI trap! Social is an enabler to helping achieve other business objectives. So it depends on what those objectives are. Do not measure social in a vacuum!
  • Pilot, test, and learn.
  • Quantify business benefits and communicate results and outcomes

11:27 — Renee: Show how social is enabling large business objectives: whether its creating leads, getting them through the funnel, etc …

11:28Middle Management Adoption — This is where it becomes difficult. They are often the last to receive notification for employees to engage.

11:29 — Renee: Show Middle Management how social can help them achieve their goals. Show them that there is something in it for them.

11:30 — Provide subject matter expertise to drive real business outcomes.

  • 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

11:31Frontline adoption: Ensure they know the rules and have safeguards.

  • Let them know it’s okay to be social
  • My voice – as an employee – makes a difference. We want them to engage and represent the brand responsibility.

11:32 — Provide clarity on your company’s policy. Provide training and eduction. Celebrate and recognize good behaviors. Don’t punish but coach.

11:33 — Renee says to read Open Leadership by Charlene Li and Social Business by Design by Dion Hinchcliffe and Peter Kim

11:34 — Renee: Make social business everybody’s business!

11:35 — Build a strategy through working group of supporters and skeptics.  Make social tangible for execs. Speak the language of business. Share the ownership. Be clear about what you need.

Q & A:

Q: With middle management how do you take this nucleus of powerful insight (one day forum, etc) and scale it?

A: Renee: Work with HR, learning, and development groups who have the systems in place to take your team and content and penetrate throughout the company. Provide a balance between role-based learning and actual business application.

Q: Do you have suggestions for companies who won’t yet allow social media accesses to employees?

A: Renee: Start with education. Those who are blocking are now in the small minority. Companies that block social will have a difficult time recruiting and retaining employees. Social is not the enemy. If the individual has performance issues it will show itself whether or not social is accessible during the workday. There’s plenty of case-studies out there that show that social is not the enemy.

Q: From a non-profit standpoint, how do you deal with concerns from the senior level?

A: Renee: Start with peer non-profit organizations that are doing well. Begin to give them nuggets of where it’s working.

December 10, 2013 0 comments

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