Training Course
Syllabus:
The Social Media Marketing Conference
Increase your Internet presence … boost
traffic … connect with customers … and take full advantage of all that social
media has to offer!
In just a few short years, social media has grown
exponentially. What used to be primarily a way to keep up with "friends" and
view funny videos is now a powerhouse marketing machine — embraced
wholeheartedly by businesses from smaller startups to midrange companies to
today's largest, most respected corporations.
Facebook®, LinkedIn®, Twitter®, YouTube™, Blogs, Groupon™, Tumblr,
StumbleUpon, Delicious, Reddit, … the possibilities are overwhelming! How do you
decide which social media platforms are right for your business when there are
so many out there? What are the differences? Which will best help you achieve
your goals? How do you create a cross-platform campaign that will build brand
awareness, increase revenue, drive traffic to your website and help you interact
effectively with customers and prospects?
The Social Media Marketing Conference — A one-way ticket to social media
marketing success!
This conference was designed to help you navigate
the "first tier" and "second tier" platforms, boost your social media marketing
savvy, and discover how to reap the many benefits that go hand in hand with a
smart, well-though-out social media marketing campaign. Explore the latest
trends in social media, take a look at exciting new marketing techniques, and
gain a social media "tool box" chock full of tools, tips, tricks, and how-to's.
Did you know …
- There are more than 750 million active users
on Facebook
- More than 2.5 million websites have integrated
with Facebook, including more than 80 of comScore's U.S. Top 100 websites and
over half of comScore's Global Top 100 websites
- According to a study by PR firm
Burson-Marsteller (Global Social Media Check-Up 2010), of the 100 largest
companies on the Fortune 500 list, 79% of them use Twitter, Facebook, YouTube
or corporate blogs to communicate with customers and other stakeholders
- U.S. Internet users spent 22.7% of their time
on social networking sites — up 43% from the 15.8% they spent in 2009,
according to an August 2010 study by The Nielsen Co. In comparison, this study
found that users spent just 8.3% of their online time reading and sending
emails
We'll explore social media's hot new creative
developments, look at cutting-edge media strategies you can deploy right away,
and share a wealth of eye-opening ideas for integrating social media into your
overall marketing plan. Spend one phenomenal day with us and become a social
media marketing superstar!
The Social Media Marketing Conference— Seminar
Agenda
Shared Introductory Session: What's All the Buzz About Social Media?
In this session, join both instructors for an
eye-opening look at social media: what it is, how it works, the latest trends
and developments, and what you need to be aware of to fully utilize its powers
for your own organization. This session will guide you in defining your social
media goals, and help you decide which conference track and/or individual
sessions are the best fit for you.
Track 1: Social Media
Content
This track focuses on the creative side of
social media and is designed for people who are interested in writing and
posting content, and for those just getting into the social media arena. |
Track 2: Social Media
Strategy
This track focuses on the strategic side of
social media and is designed for people who are trying to get their company
started in social media and/or are interested in optimizing their existing
social media presence. |
Social Media 101 — A Social
Media Primer
With so many platforms to choose from, how do you decide which is right for
your business? In this session we'll introduce you to all the main social
media platforms and explain which sites are best for building your business,
increasing internet presence, boosting site traffic, and communicating with
customers. You'll learn:
- How to get started on Presence
platforms like Facebook and LinkedIn
- Strategies for using Communications
platforms such as Twitter and blogs
- What Check-In platforms like
Foursquare and Whrrl have to offer
- When to utilize Media Sharing
platforms like YouTube, Jing, and StumbleUpon
|
Why Use Social Media? What
Can It Do for You?
As more and more individuals and businesses climb aboard the social media
bandwagon, you may be wondering if it's all really worth it. In this module,
we'll show you how social media can be used successfully to market products
and services, promote your name and brand, generate leads, increase revenue,
build brand awareness, and connect with customers.
- Strategies for generating revenue through
social media
- Business to Business and Business to
Consumer social media models
- Your customers use social media …
shouldn't you?
- The marketing power of "likes," "tweets,"
and "comments"
- Easy ways to use social media to increase
traffic to your website
- The differences between traditional
marketing and social media marketing
|
Where to Post, When to Post,
and What to Say in Your Posts
Confused about where to post, when to post, even what to say in your posts?
This session walks you through your options and shows you where you should
spend your time and efforts for optimum ROI. We'll also clue you in on what
kind of content will best satisfy customer expectations, offer value, create
interest, and keep your readers coming back for more.
- Learn to leverage the power of social
media without spending hours at it every day
- Discover how often you should be active on
each of the platforms you've included in your social media marketing
campaign
- Find out what kind of content you should
post to boost reader interest, drive site traffic, and support your
business' marketing goals
|
Which Platforms Should I Be
On?
Creating a marketing campaign through social media may seem overwhelming —
there are so many platforms to choose from! We'll help you sort through
popular platforms and determine which will best meet your organization's
social media marketing goals. You'll also learn which platforms provide the
best opportunities for expanding your operations, advertising, distributing
information about new products, services, or other developments, networking,
and keeping up with your customers.
- The "Top Tier" platforms and how to use
them — Facebook, YouTube, Twitter, Blogging
- The "Second Tier" platform benefits you
must be aware of
- Learn to harness the power of
cross-platform branding
- Making social media an integrated part of
your overall marketing strategy
|
Finding Your Social Media
"Writing Voice"
Writing for social media is different from other types of business writing
you may be familiar with. Your audience, message, and method of delivery all
differ greatly from corporate America's typical memos, emails, reports, and
letters. In this session, you'll discover best practices, writing tools, and
techniques for communicating via the primary platforms, and creating content
that is relevant, interesting, informative, and concise.
- How writing for a social audience differs
from writing for a "regular" audience
- Creating compelling content that keeps
readers coming back
- How much content can you reuse, recycle,
and repurpose?
- How to come across as authentic,
personable, friendly, and knowledgeable
- Using key words successfully, without
sounding like you're trying too hard
- Tips, tools, and tricks for creating
killer headlines and irresistible openings
|
Measuring Social Media
Success
Luckily, you don't have to take the "throw it against the wall and see if it
sticks" approach to measure your social media efforts. Your social media ROI
can be measured accurately, in any number of ways: increased revenue, new
customers, brand awareness — whatever results are most important to you. In
this module, you'll learn what to measure, how to measure, and how to
interpret your results.
- What is the most important social media
metric?
- What can you measure? Tweets? Likes?
Comments? Page views? … how do you use that information?
- The basics of Web analytics and how they
can help you make good choices
- Monitoring tools that are the most
effective for your needs
|
Today's Social Media
Successes — Case Studies and Examples
Everyone on the planet seems to be feverishly tweeting, updating, blogging,
posting … but who's actually successful at it? In this module, we'll provide
you with examples of companies who have authentic social media presences
that reflect their corporate values and identities. You'll see how they are
able to leverage the power of the platforms without compromising who they
are, and you'll discover how modeling their social media successes will help
you achieve your own.
- Examples of corporations, small
businesses, not-for-profits, educational organizations, and more who are
using the power of social media to market their businesses successfully
|
Successful Social Media
Campaigns: Case Studies and Examples
What defines a great social media marketing campaign? A good social media
campaign engages readers, and is compelling, imaginative, and interactive.
It is also targeted to a specific market segment, and utilizes the platforms
that will best reach that targeted audience. In this module, we'll delve
into real-world examples of some highly effective campaigns, and show you
how to borrow from their successes to create your own.
- What are the elements of a successful
campaign?
- Examples of successful campaigns from a
variety of industries — education, not-for-profits, small business,
enterprise, business-to-business, and business-to-consumer
- Best practices, tools, and tips for
creating, launching, and maintaining campaigns that accomplish what you
want them to
|
Shared Closing Session — Managing Your
Reputation in Social Media
One of social media's greatest assets — its
interactive, all-access nature — is also its greatest shortcoming. Online
reputations can be destroyed with a single click, a negative video can go viral
in an instant, and a few negative comments can quickly morph into a collective
feeding frenzy. How do you manage your company's reputation through social
media? Can you prevent negativity from tarnishing what you've worked so hard to
build? Should you even try? These are tough, timely questions, and we'll answer
them all — honestly and straightforwardly — in this closing segment.
CREDITS:
This event is eligible for the following continuing education credits:
CEU: 0.6 credits
CPE: 6 credits
SEMINAR TIME:
Seminar Check-In: 8:30 AM
Seminar Class 9:00 AM to 4:00 PM |
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