Argentina based Tenaris is a leading manufacturer of steel tubing typically used in the petrochemical and mineral extraction sectors. It has a loose, almost affiliate-like structure, where most decisions are made at the market or even factory level.
To prepare a group of young middle managers across the business to react appropriately and consistently to a reputational crisis gathering speed in social media, and also to help them recognise the opportunities in social media for B2B marketing, they commissioned a full-day interactive training course.
The course included discussions of competitive case studies, the basics of a variety of social media tools, analytics, and a full-blown crisis scenario in which teams of participants worked together to manage an imagined crisis situation.
The course was the cornerstone of a semi-annual global gathering of fast rising middle-managers in the business, with feedback overwhelmingly positive from participants as well as organisers.