In her BlogWell Dallas presentation, USAA's Director of Social Communities & Advocacy, Julie Finlay, talks about how they are promoting social education among employees.
She explains the process for launching their social command center, Social Exchange, and how they use it to better serve their members.
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BlogWell Dallas Social Media Case Study: USAA, presented by Julie Finlay
1. SocialMedia.org
This video is from
Case Studies
BlogWell
San Francisco
This presentation 2011
is from
June 20,
BlogWell
socialmedia.org/blogwell
Dallas
February 19, 2014
socialmedia.org/blogwell
Julie Finlay
Social business is everybody’s business
2. Social Business is
Everybody’s Business
BlogWell, February 2013
Julie Finlay
Dir., Social Communities & Advocacy
USAA Social Engagement
USAA CONFIDENTIAL
1
3. SOCIAL BUSINESS JOURNEY
USAA Social Approach
Social Media
Social Business
Use social tools to
communicate with
members and
enhance and
protect reputation
Embed social
capabilities, principles
and practices into
business processes to
drive enterprise
benefits
USAA CONFIDENTIAL
2
4. SOCIAL BUSINESS JOURNEY
Lessons Learned … so far
It’s not a
marathon, or a
sprint.
It’s a series of
sprints.
Rich data
without
analysis and
insight gets
you nowhere.
USAA CONFIDENTIAL
Evolution
requires
cultural
change.
3
5. SOCIAL BUSINESS JOURNEY
Training and Culture Management
A well-written social
media policy is a great
start ...
Think
…but alone it is not enough.
Understand
Try
• Empower employees
Learn
• Include the Don’ts, but focus on Do’s
- Share own experiences - Share what USAA shares - Think about who is listening
- Honesty, transparency, respect
USAA CONFIDENTIAL
4
6. SOCIAL BUSINESS JOURNEY
Build toward a vision of cultural change
Share
updated SM
Policy in
virtual space
•
•
•
•
•
Social
Legal
HR
IT
Employee Comms
Develop
physical
space to
raise
awareness
•
•
•
•
•
•
•
•
•
•
Social
IT
Legal
Real Estate
Events
Security
Operations
Safety
Brand
Housekeeping
USAA CONFIDENTIAL
Combine work
streams to
create a bold,
experimental,
game changing
opportunity
5
7. SOCIAL EXCHANGE
Vision
Demonstrate the art of the possible
Facilitate
the
exchange
of ideas
Offer social experiences
Provide hands-on
Showcase
learning
tools
Ultimate goal: Use social tools to serve members better
USAA CONFIDENTIAL
6
9. SOCIAL EXCHANGE
Bring social to life
Host a grand opening filled with
contagious energy
“The crowd
looking on from
the third floor is
four-people
deep!”
USAA CONFIDENTIAL
8
12. SOCIAL EXCHANGE
Bring social to life
Use online space to share
information and generate discussion
Videos
USAA CONFIDENTIAL
11
13. SOCIAL EXCHANGE
Sustain the engagement
Encourage prudent risk taking
Instructional videos
Employee education
framework
Information sharing
Social
Business
Learning
Framework
Vision
Objective & Values
• Encourage sharing
• Capture knowledge
• Enable action
• Empower people
USAA CONFIDENTIAL
12
14. SOCIAL EXCHANGE
Next Steps
Phase 2 of Social Exchange
• Interactive physical space and
enhancements to virtual space
• Innovation Lab
Develop and deploy education
• Using Social Exchange community
• Working with USAA’s Professional
Development team
• Develop at all levels, from C-Suite
to the newest hire
USAA CONFIDENTIAL
13
15. SOCIAL EXCHANGE
Lessons Learned & Recommendations
It will cost
more than
you think.
It will take
more time
than you
think.
It will require
more
people than
you think.
But it will be worth your effort!
USAA CONFIDENTIAL
14
16. SOCIAL EXCHANGE
Contact Information
Julie Finlay
Dir., Social Communities & Advocacy
@jafinlay
linkedin.com/in/jafinlay
Grand opening video on Youtube:
http://bit.ly/1dHnvpD
USAA CONFIDENTIAL
15
18. SocialMedia.org
This video is from
Case Studies
BlogWell
Learn more about past and
upcoming BlogWells
San Francisco
This presentation is from
June 20, 2011
BlogWell
socialmedia.org/blogwell
Dallas
February 19, 2014
socialmedia.org/blogwell
socialmedia.org/blogwell