How do you educate digital and social media for business for an organisation?
- While companies are making attempts to modernize employees’ skillsets for a digital economy with new training programs (62%), only about half are investing in new digital talent. The employee experience is a crucial, yet often overlooked element of a successful digital transformation.
The facts above from Brian Solis’ Altimeter fits in with my next process. The education process.
The process of education is not simple at all. Getting people to switch the mindset, making people understand, making people want to learn more. That is another level of strategic planning to do.
There is no way not to move forward even though the knowledge is so little. Project development would be carried out and could be a learning curve for each members on the project. And the results good or bad could also be a learning for all.
But the real education activities should still start as early as possible so that the organisation would meet in sometime in the middle of the process. After all, the management wants to monetise as soon as possible.
I divided the education process into 2 parts. Series of training or talk show. And Socialisation. And for this we partner with the HR department. Why, we data all the staffs that was trained, got the socialisation. And for new staffs, we embedded digital and social media introductory part on their new orientation sessions. We’ve also made some adjustments on to the new staff contracts to make sure social media was part of the regulatory that all staffs must comprehend. For the remaining staffs was digital and social media was updated on the Company’s Regulations.
On every opportunity or new project, we start off with a socialization. The background for socialization itself is to build a common understanding among stakeholders on the project and also related supporting departments. The information given are
- Basic understanding about digital and social media
- The understanding of the organization big picture in digital, also known as the PSF digital architecture and information map.
- What is Centralized Digital Support ?
- The digital and social media guidebook and
- Digital roles and responsibilities
Yes, this is a lot. And I learn that we cannot go through in one go. But all of these information matters to build the learning and secure the project. The mistake was to share everything on to one go. So sometimes I would see the type of project, the type of business, who are the audiences and what kind of information do they need at this moment. In some cases I would inject some points informations in the middle of another sessions meeting or sometimes a discussion just to get to a point.
Through this opportunity we hope it will open their eyes and meet expectations in objective to build a good team work on every project. This socialization process is only to inform, trigger discussions to gather each stakeholders have a sense of ownerships.
At some business units we do it at least one time. But for other business unit that is unique such as school ; we customised how we share and deliver it a couple of times. For example, what we did for the high school unit was to execute three times, one for the management, one for the board of teachers and one for a group of students that we feel could strategically support this project. For students, we targeted the session with the media team and school journal team. Drive a social activity in creating content amongst students and that was indeed a fun idea.
Training and Talkshow sessions.
On another level of education process, what we did to open the eyes and heart on the middle management level we started off with a couple of introduction sessions. I understand very well that in some cases, it is better to educate through outsiders who are known to have the experience rather than only share them by me or the digital team. On June 13, 2014 we initiate a general talk show for our internal management levels that consist of board directors and middle management or might I say, each of their champions. I invited 2 speakers that is suitable for this situation who could provide their expertise advice professionally. BCA is Indonesia’s largest commercial bank and not long before that time they were also in the same situation in going digital. With so many concerns, worries, they asked for some advice before going digital and the consultant was yours truly Abang Edwin, my husband. BCA then later became the best online customer service based on Social Bakers’s monitoring report 3 months after they went online. And I thought that should be a good learning for us at PSF and thankfully they both were available at that time and agreed to come and share their experience. From BCA mas Duardi Prihandoko, now is the Head of Digital Marketing for BCA Bank shared his experience and insights that was beneficial for us. And thankfully since it was an open session the question that was raised was also educating some leaders and not only the spoke person at that point. Naïve questions like, if a crisis being happen online, shouldn’t it be a digital problem? I remember Bangwin, made a writing based on this talk show experience and it also raised discussion online. The misunderstanding or misconception regarding what role or functions can digital and social media is really interesting to discuss further. But I think you get what we were experiencing at that moment.
Other educations sessions were series of trainings held for middle management including Department of Centralized Marketing and Communication itself. One of the agency that support us and gave a really huge understanding was from mas Tuhu Nugraha Dewanto, Chief Operational Officer of Upnormal Pingfans, writer of WWW.HM Defining your digital strategy. And other supporting trainings are for the digital and social media team from hootsuite to SEO & SEM.
Besides all of the above, regularly, we also held some sharing sessions internally for the department of CMC mainly to create a common understanding therefore could drive solution better.
Referring back to Brian Solis 2016 state Digital Transformation, one of the top drivers are new standards in regulatory and compliance. And education alone will not hold out consistencies when in the end ownership of the digital channels should be on the business units or brand itself. We want to make sure we have given also the tools and guidelines as an easy way to look up to anytime and for any needs. Since numerous project was being implemented within each year, again, it is our responsibility to initiate a guide book and policy to manage the level of understanding and consistency within the organisation.
We start initiate a book of guidelines as a based to know what to do, how to do and as an add on book to any findings, requirements and also to build consistencies in guiding the principles of each brand essence.
The main objective on this early stage was to be able to do these pointed highlights.
- Accurately and consistently represented in such communications
- Clarity roles and responsibilities regarding the work and mission
- Clarity Work Flow
- Crisis Management
- Reduce risk and legal exposure for the business
- To avoid dispute employer and employee
So after all my learning with various business units, challenges and insights, a quick recap on how to educate digital and social media, my tips in orderly and all of this is a combine requirement,
- strengthening the knowledge,
- guard with guidelines
- and customised each project based on their background.
After all it is all a learning process. Nevertheless, given or by experience.
Next, The Mapping.