blogwell dallas social media case study: usaa, presented by julie finlay
TRANSCRIPT
Julie Finlay
Social business is everybody’s business
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellDallas
February 19, 2014socialmedia.org/blogwell
USAA CONFIDENTIAL 1 USAA CONFIDENTIAL
Social Business is Everybody’s Business BlogWell, February 2013
Julie Finlay Dir., Social Communities & Advocacy
USAA Social Engagement
USAA CONFIDENTIAL 2 USAA CONFIDENTIAL
SOCIAL BUSINESS JOURNEY
USAA Social Approach
Social Media
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
Social Business
USAA CONFIDENTIAL 3 USAA CONFIDENTIAL
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.
Evolution requires cultural change.
USAA CONFIDENTIAL 4 USAA CONFIDENTIAL
SOCIAL BUSINESS JOURNEY
Training and Culture Management
A well-written social
media policy is a great
start ...
• Empower employees
• Include the Don’ts, but focus on Do’s
- Share own experiences - Share what USAA shares - Think about who is listening
- Honesty, transparency, respect
…but alone it is not enough.
Think
Learn Try
Understand
USAA CONFIDENTIAL 5 USAA CONFIDENTIAL
SOCIAL BUSINESS JOURNEY
Build toward a vision of cultural change
• Social
• IT
• Legal
• Real Estate
• Events
• Security
• Operations
• Safety
• Brand
• Housekeeping
Develop physical space to
raise awareness
• Social
• Legal
• HR
• IT
• Employee Comms
Share updated SM
Policy in virtual space Combine work
streams to
create a bold,
experimental,
game changing
opportunity
USAA CONFIDENTIAL 6 USAA CONFIDENTIAL
SOCIAL EXCHANGE
Vision
Demonstrate the art of the possible
Facilitate the
exchange of ideas
Offer social experiences
Provide hands-on
learning
Showcase
tools
Ultimate goal: Use social tools to serve members better
USAA CONFIDENTIAL 7 USAA CONFIDENTIAL
SOCIAL EXCHANGE
Generate excitement (online and IRL)
Cast a social shadow … tease what’s to come
USAA CONFIDENTIAL 8 USAA CONFIDENTIAL
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 9 USAA CONFIDENTIAL
SOCIAL EXCHANGE
Bring social to life
Celebrate with giveaways,
food, and music
USAA CONFIDENTIAL 10 USAA CONFIDENTIAL
SOCIAL EXCHANGE
Bring social to life
Unveil Social Exchange
with a dramatic curtain drop
USAA CONFIDENTIAL 11 USAA CONFIDENTIAL
SOCIAL EXCHANGE
Bring social to life
Use online space to share
information and generate discussion
Videos
USAA CONFIDENTIAL 12 USAA CONFIDENTIAL
SOCIAL EXCHANGE
Sustain the engagement
Information sharing Instructional videos
Encourage prudent risk taking
Employee education
framework • Encourage sharing
• Capture knowledge
• Enable action
• Empower people
Social
Business
Learning
Framework
Vision
Objective & Values
USAA CONFIDENTIAL 13 USAA CONFIDENTIAL
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 14 USAA CONFIDENTIAL
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 15 USAA CONFIDENTIAL
Julie Finlay
Dir., Social Communities & Advocacy
@jafinlay
linkedin.com/in/jafinlay
Grand opening video on Youtube:
http://bit.ly/1dHnvpD
SOCIAL EXCHANGE
Contact Information
USAA CONFIDENTIAL 16 USAA CONFIDENTIAL
Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellDallas
February 19, 2014socialmedia.org/blogwell