When Claire Rogers became CEO of World Vision Australia in 2016, one key goal was to take Australia’s largest NGO social. “Given that digital and social are now key ways people work, donate and communicate, we wanted to be a leader in the NGO sector and get the whole organisation and our employees professionally social,” she says.
In 2016 Claire brought in Notable Media to take the organisation social and build its visibility and influence in two stages.
Stage 1:
• Training executives to be professionally active, tell their stories and build influence on social media.
• Training marketing, communications and corporate affairs to build their own profiles and get socially active in order to support leaders and their organisation.
• Develop a Social Media Playbook to outline opportunities and guidelines for individuals in organisations to be professionally social.
• Identify and train a group of 10 Social Media Champions to help amplify leaders, be the eyes and ears of World Vision Australia, build their own influence and be the go-to person in their area on social media to build capability, skills, confidence and community. The champions also acted as reverse mentors to leaders where needed.
Stage 2:
Take employees social through Lunch and Learn sessions assisted by the Social Champions.
Claire says the results include:
• Important conversations on social media being led by World Vision leaders
• Deeper relationships with key stakeholders through executives being social
• Increased influence and trust
• Better employee engagement scores and employee advocacy
• Better business results through increased donations
• Better campaigns with more profound impact to mobilise the community. #kidsoffnaru was a fantastic example of this
• Leaders using their social media knowledge to solve problems and seize opportunities.
Claire says: “Amanda Gome was very inspiring, got all our executives to understand the power of social media and to get active. The program drove great employee engagement and advocacy and it is great seeing our people out there, proud of the work we are doing. Getting people comfortable and engaged with this side of being a transparent business is really important for trust both internally and externally”
She says: “Amanda customises the training and programs specifically for the organisation and she gets to know participants and is extremely encouraging. All organisations should do the professionally social training, especially CEOs and directors.”