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ragan Training  ●  Online
Ford's assembly line was intended to make the automobile available for the first time to the workers who made it. The company democratized mobility. When the working man drove home his Ford for the first time, it was the talk of the neighborhood. So says Scott Monty, global digital and multimedia communications manager, in this session that draws universal lessons from Ford’s social media successes. In this session, you’ll learn: How to get people talking about you—and sharing your content How Ford’s case studies apply to you—no matter what line of work you’re in What millennials want How to let go of your fear and let others tell your story Ford is a leader in social media and is breaking ground in the space, managing communities that are more than 16 million strong worldwide. The team has learned some lessons that can be applied to agency and client work, or at businesses of any size. From understanding your audiences to thinking about branded content, from influencer outreach to advocacy management, Monty will discuss how a world-class automaker sees opportunities for socially engaged businesses everywhere. When was the last time you had to make a major purchase decision—smartphone, tablet, flat-screen TV? “Who did you talk to?” Monty says. “You talked to people in your network, people you trusted. Friends, family members, co-workers.” That’s where they’re searching—in social media—and that’s why you have to be there to meet them. Find out why 90 percent of social media is just showing up—but, in the words of Yogi Berra, “it’s the other ‘half’ that’s hard.” Learn ways to create strong products and engaging content. Speak like them, and let them speak. And be sure to listen. It’s your responsibility, Monty says. “These platforms are two-way,” he says. “We can’t be expected just to post content and run away. People have the right to speak their mind.” Hear why going global requires a universal language. Monty explains why Ford went from being a series of worldwide fiefdoms—Europe, North America, Asia—into aligning as one company under the “One Ford” program. Discover why your customers could set the terms of discussion. You might say (as Ford does) that you don’t engage in customer service on Twitter and Facebook, “but they ignore us and do it anyway. But that’s where they expect us to be.” Hear about why Ford maintains corporate unity and brand distinctiveness across 80 Facebook pages. Why all those presences? For one thing, the Mustang fan isn’t interested in electric cars. Discover how to push beyond “likes,” into the realm of comments. Then get them to click “the magic button” called “share.” “If you can get them to share, you need to give them something that makes them look good,” Monty says. “Make them look like the smartest or coolest person in the room for finding this content first. Make them laugh, so they make others laugh.” Learn from a great marketing expert of 2,000 years ago, Cicero: “If you wish to persuade me, you must think my thoughts, feel my feelings, and speak my words.”
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ragan Training  ●  Online
Welcome to the new media world, where government agencies--among them the USDA--can match the flashier corporations in expansive digital strategies, informing the public and piggybacking their message on major events. (For the record, during the 2012 Super Bowl Americans nibbled the greasy meat off 1.25 billion chicken wings.) Want ideas for your organization? Check out this session from Ragan’s Social Media for Government Communicators summit at NASA’S Space Center Houston. You'll learn: How to identify opportunities and expand your organization's reach online How to create dynamic and relevant blog content Ways to engage new audiences through an app Strategies for targeted outreach and thoughtful interaction How to create collaboration opportunities The USDA uses innovative outreach activities in support of the Know Your Farmer, Know Your Food initiative, visualizing data through the Food Environment Atlas and Twitter chats. The department blogs about subjects such as droughts or its new lab to create forest-related nano-materials, which are a millionth the thickness of a dime and have applications in aerospace and defense industries. Considering hosting a Twitter chat? Eamich touts the monthly #askUSDA chat, which provides direct access to departmental leadership and creates an open forum for questions—without the filter of the media. Having trouble interesting the public in your initiatives? Hear how the USDA wins followers and buzz through its @MyPlate Twitter feed, which promotes healthy eating. Listen in as the department uses its @USDAPress handle, offering direct media engagement, pitches and, yes, pushback on stories. Find out how the USDA uses digital platforms to promote open government. And scribble notes on Eamich’s many specific examples. For instance, the department uses Twitter and its school nutrition blog to help us push our sweet-gobbling, soda-glugging kids to eat more fruit and (ewwww) vegetables. If you’re thinking of venturing beyond the trampled ground of Facebook and Twitter, learn from the USDA’s content curation on Storify. Find out how to grow your influence through meaningful interactions, high-value content and unexpected partnerships. Liberate all that great data and research your organization has buried. And if you’re having trouble proving your case to the poobahs in your organization, listen to her discussion of Web analytics. Grab a plate of Buffalo wings, pull up a chair and get started now.
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ragan Training  ●  Online
In this course, Shel discusses the strengths of intranets, email, mobile devices, and digital signage for employee communications. For example, if you decide to use an email newsletter as your main vehicle, you should send it to a very clearly defined audience, and the email newsletter must above all be short. It can link to longer pieces on the intranet, but never put a large solid block of text in your email. See why Shel agrees with another communicator who told him, "Intranets are the worst thing that has ever happened to employee communications," and what this means for your intranet. Shel explains why your leaders aren’t likely to do anything about the email overload that swamps employees. That’s up to you! This course is full of Shel’s personal stories of his days in employee communication, arresting statistics and anecdotal evidence—no other authority makes statistics so eloquent and convincing as Holtz. Just listen to his masterly discussion of why digital signage touch screens, custom departmental displays, and the new ability of iPhones and tablets to access digital signage content directly all make digital signage a powerful new employee comms tool.
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ragan Training  ●  Online
Join Kelly Osborn, web developer and community manager for NARA's social intranet, as she talks about cultivating the internal collaboration Network at the National Archives. She describes what happened when NARA allowed employees to freely voice their opinions about their workplace.
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ragan Training  ●  Online
Hurricane Sandy generated an unprecedented level of activity on social media. For thousands of residents without power for days or even weeks after the hurricane, mobile phones--and thus social media--served as lifelines to information about the storm. From government agencies to major media to businesses, social media allowed authorities to share crucial information with their customers and keep them updated on cleanup efforts, transportation options and power restoration. In “Social Media & Hurricane Sandy: Crisis Case Studies,” learn why it’s critical to use social media to communicate with customers and stakeholders during a crisis. Hosted by Affect, this video of a panel discussion features case studies from individuals and organizations that successfully used social media during and after Hurricane Sandy.
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ragan Training  ●  Online
Learn the four elements of safe social media use. Identify (and acknowledge) risks. Draft policies to mitigate risks--you need to be able to speak intelligently about the risk to your employees and outsiders. Educate staff about policies--it's no good to have a policy if they aren't aware of it. And have a plan. Walk through the 18 guidelines that are protected information. Find out why you don’t need to block your staff’s access to social media—and can’t, really. A study shows that 64 percent of large companies have no social media policy in place, or if they do, they lack tools to sufficiently enforce and support the policy. Are you among them? View actual examples of Intermountain’s social media statement, and hear why you need such clauses in your policy. Consider the importance of defining your legal and social media terms, addressing HIPAA, setting clear boundaries, and connecting to existing policy. Find out how your social media education can be easily accessible, conveniently packaged and revisited often by your employees.
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ragan Training  ●  Online
Join internationally known social media expert Shel Holtz for an hour and a half of intensive, fun instruction on social media news releases and social media newsrooms that will make you a pro at writing stand-out social releases. You'll learn how to: Build the ten must-have elements of an SMNR into your social release How to write the perfect bullet point for your SMNR Make it easy for reporters to cherry-pick what they need from your release Grab tips from the attractive SMNR formats of Suncor, ITV2, EMC2 and others Establish your company as the go-to source on industry issues for reporters Make your writing of traditional press releases shorter, tighter and clearer Sum up complex issues for reporters in a few well-chosen bullet points Boost buzz about your company with the most powerful learning tool: interactivity Get a handle on big content areas with these FREE Web tools Increase the reach of your SMNRs dramatically by tagging—it’s easy Steal ideas from the social media newsrooms of Lufthansa, Swiss Air, and Hallmark Make your bullet points follow the “inverted pyramid” style of a classic news story Ensure embedding a graphic, video, or photo from your SMNR is easy for reporters BONUS: Build a Powerhouse Social Media Newsroom Shel takes you through the social media newsrooms of Lufthansa and other outstanding companies and shows you, feature by feature, what makes them so effective. He shows what linking to Facebook, YouTube and Twitter can do for your newsroom, how to display content from outside news sources on an RSS feed, and departments you should incorporate into your social media newsroom, such as “Pictures,” “Publications,” Press Releases,” and “Follow Us.” Superior social media newsrooms make it possible to share any part of the content in the newsroom on any of dozens sharing sites, and, as Holtz points out, the most effective of these sharing sites for getting exposure and buzz for your company content is a Creative Commons license. That’s not all. Shel wants every part of your social media news release to say to reporters: “You can’t afford not to use this!” He’ll show you: How to write and format quotes in your SMNR that are irresistible to reporters The four ways to contact you that your SMNR should offer reporters Why all the ways to contact you should be linked to one single click How to make it absurdly easy for reporters and bloggers to share your entire SMNR How to boost the buzz around your SMNR by featuring a “comments” section on it Why “research aids” may be the most important part of your social news release How to link most efficiently to outside content sources on your SMNR Shel wants you to exploit The Golden Rule of Social Media News Releases: If you can induce reporters to interact with your SMNR, they’ll remember your brand, your company’s story, your name and message far better than they would from a traditional print news release. You get 90 days of Web access to this indispensable training aid.
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ragan Training  ●  Online
What's that about squatting? Grab your company and organization's name on Instagram, Vine, and Pinterest so you don't find somebody else has already seized it. Do this even if you aren't sure how you'll use the space. Understand your audience, and discover how to make all events social media-friendly. Make sure “you send a subtle signal to everyone : yes, we invite you to be social ... This is the hashtag you should be using,” Dando says. Find out how calls to action can encourage retweets—and, for nonprofits, donations. Find out how to use scheduling tools without over-relying on them. Learn how to use Facebook’s timeline to tell your brand story, and why blogs are your best friend. PBS’ Dando explains campaign tags in the context of Google Analytics. Learn why tags can boost the precision of your targeting. Use the picture to tell the story; track real-time use of hashtags in TweetDeck. Google+ is the stepchild of social media. But it’s critical for SEO. Learn the minimum number of posts you need on Google+ to show up as a priority in Google searches. And find out how many characters your headlines should be. Find out how to optimize your news site for search and informational purposes—even if you can’t afford to create a full-fledged brand journalism center. Don’t disregard overnight tweets or posts. There can be high engagement for off-hour tweets and posts. All that and more. Get started here.
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ragan Training  ●  Online
In a webcast from a Ragan conference on "The Role of Communications in Creating Best Places to Work," held at SAS headquarters in North Carolina, Lisa Phelps describes how Chesapeake Energy Corporation guides employees during change. It’s not just about the employees. It’s about maintaining your reputation as a good corporate citizen in difficult times, something that will persuade the communities your company has offices and facilities in that you’re there for the long haul. In this session, you'll learn how to: Establish sound business reasons for the employment decisions you make Deliver a consistent, effective message through the process Provide many ways to answer questions, issues, and concerns Weigh effects on worker morale of loss of expertise Survive change with a productive, engaged workforce and an intact reputation Lisa doesn”t like generalities. You’ll come away with practical ideas after hearing Lisa’s discussion of three business cases from Chesapeake: Restructuring. She discusses in detail a restructuring that required layoffs, and tells how Chesapeake handled this by providing generous severance pay and benefits—and how it won over relocating staff. You’ll learn why, amid layoffs, Chesapeake senior management and HR staff talked with everyone, even those who weren’t laid off. Divestiture. She discusses how Chesapeake sold Fayetteville Shale Assets to BHP for $4.75 billion, involving 107 employees. You’ll find out why Chesapeake sweetened the pot even for employees who were spun off. Acquisition. Learn how Chesapeake integrated more than 700 new employees into its culture when it acquired Bronco Drilling, which operated 23 drilling rigs in 4 states. Best of all, hear Lisa’s top-10 tips for dealing with major organizational changes. These include locking down your company data, being the first line of communication, and preparing a timeline. She’ll tell you why you should exceed employees’ expectations, and how to prepare for media and community contacts during change.
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ragan Training  ●  Online
In the Ragan Training video, "How McDonald's arms brand ambassadors and builds trust," Hume reveals how the company beefed up its employee communications and boosted its engagement through an improved intranet, gamification, and other means.
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ragan Training  ●  Online
Jennifer explains that people in organizations around the world want similar things, and why this knowledge can lead to a better workplace culture. She explains the importance of meaning. You'll learn precepts for creating an empowered workforce, supported by empowered leadership. And you'll see ways to help employees feel respected and treated fairly. Working from the latest research, she explains the three-part model for trust, drawing on the essential aspects of leadership communications: good sense, good will, good character. You’ll find out why a great place to work requires a shared vision with one’s leadership. Learn why leadership must challenge the process, enable others to act, and encourage the heart. Discover why SAS treats its staff like customers (Hint: if you treat employees as if they were your biggest, most profitable account, they will make a huge difference). Turn around attitudes at your organization with Jennifer’s thoughts on the three reasons SAS promotes creativity. This mandate helps employees do their best work, sparks creativity and recognizes that respect for employees and high productivity go hand in hand, and even engages customers as creative partners.
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ragan Training  ●  Online
Find out how Coca-Cola exploited a great idea to create market-specific spinoffs around the world. In Istanbul, people had to prove they were a couple (i.e., kiss or hug) to get a bottle of the fizzy drink on Valentine's Day. In Rio de Janeiro, a Coke truck delivered sodas, soccer balls and surfboards. Discover the two insights that make viral videos a success. Hear how Coca-Cola made use of its mammoth fan-created Facebook page to promote its video. Discover the four keys to viral success, with examples from recent viral hits, including a wedding video. Find out why people put their reputations on the line when they share—and how you can get them to do it for you. Just because Coke didn't push the video with Super Bowl ad buys doesn't mean the effort was slipshod. It planned the original video carefully, drawing up storyboards and creating a clever prop: a normal-size Coke machine that dispenses the table-size sandwich. Camerawork is high-quality. Hear about cross-pollination in social media, and how Coke won mainstream coverage of its viral campaign. And find out why "it's not about you," McClay says. "It's about your audience."
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