Training Course Syllabus:

Making Sense of Web 2.0: Leveraging Social Media in Your Organization - Available for Onsite Training ONLY

Integrating Web 2.0 is now a business imperative—for collaboration, innovation and attracting top-notch talent.

There’s a lot of buzz today about how organizations are using new technologies—often referred to as Web 2.0 or social media—for marketing and collaboration. Deploying these tools has become a top priority for remaining competitive and creating a workplace that can recruit and retain tech-savvy talent. While traditional organizations may not understand how this fits in with their businesses, it has allowed other companies to become more efficient competitors. To work smarter in this new, highly competitive environment and tough economic climate, it’s essential that you get a handle on these technologies.

In this two-day seminar, you’ll get a framework for understanding what you need to know to manage Web 2.0 within areas of accountability. By the end of the seminar, you will be able to assess which tools are appropriate for your business given its size, culture and type of business. You will work through the critical success factors necessary to implement a successful Web 2.0 strategy, create a roadmap for moving forward and make decisions based on knowledge, rather than discomfort or fear of the unknown.

How You Will Benefit

• Gain an understanding of Web 2.0 and how it can be used to positively impact your business

• Become comfortable making informed business decisions for adopting this technology in your organization

• Engage in hands-on, online exploration of social media in a safe, fun atmosphere

• Examine case studies of real-world organizations

• Comprehend the underlying structure of the tools, their business applications and how to leverage them effectively—in terms you can relate to

• Identify ways to incorporate Web 2.0 in your business strategy

• Understand critical success factors

• Identify and manage areas of risk and uncertainty

• Expand your managerial and leadership skills

• Return to work ready to adapt to the new realities these tools bring to the workforce, customers and competitive environment

• Apply the Web 2.0 Readiness Tool to choose the best-fit tools for your organization

• Use the Action Planner to develop a plan to get started with Web 2.0

What You Will Cover

• Identifying the evolution of the Web: Where it has been, where it is and where it’s going
• Defining Web 2.0 and why it’s changing the game for business
• Recognizing the many faces that characterize the Web
• Assessing how Web 2.0 can positively and negatively affect your company's reputation
• Recognizing the need for an organization’s Web 2.0 strategy to align with overall business strategy
• Navigating key Web tools and understanding how they’re used
• Considering which tools are a good fit for your organization
• Assessing how Web 2.0 can positively and negatively affect your company’s reputation
• Capabilities and navigation of Web 2.0 tools such as blogs, wikis, social networks, discussion forums, podcasts, videos, webinars and virtual reality
• Inward and outward-facing web
• Identifying why Web 2.0 is a difficult fit for organizations and managers
• Exploring 10 key risk areas that organizations face
• Creating a framework for integrating Web 2.0 into your organization
• Identifying “red flags” related to employee online behavior
• Creating a Web 2.0-friendly culture for employees of all ages

Who Should Attend

Senior management professionals, including business unit heads, directors, vice presidents and division managers across all functions, including HR, corporate communications, technology, marketing, legal, compliance and finance.

Extras from AMA
All attendees receive a FREE copy of Digital Engagement: Internet Marketing That Captures Customers and Builds Intense Brand Loyalty, by Leland Harden and Bob Heyman.

This seminar features Web 2.0 technologies.

AMA's "Web 2.0 for Business" programs explore the latest technologies driving the interconnectivity and interactivity of Web-delivered content. By enhancing creativity, information sharing, and collaboration, Web 2.0 innovations such as social-networking sites, wikis, and blogs are changing the face of business today. AMA's "Web 2.0 for Business" programs help businesses and individuals evolve and thrive by leveraging the latest Web 2.0 technologies.

Web portal: Registrants will gain access to the web portal prior to the course date, with online Web 2.0 examples and tools, as well as a case study which will be used to follow each module in the course.

Course pre-work: As preparation for this course, the case study which is accessible via the web portal must be read and reviewed prior to attending the seminar

Learning Objectives

• Explain What Web 2.0 is and why It Is Having a Huge Impact on Business
• Describe and Use Selected Tools Associated with Web 2.0
• Explain How Web 2.0 Can Be Used to Create Outward Facing Communities That Engage Prospects, Customers, and Prospective Employees
• Explain How Web 2.0 Can be Used to rate Outward Facing Communities That a Engage Employee Communication, Collaboration, and Innovation
• Identify the necessary Steps That Must be Taken to Overcome the Barriers of Creating a Web 2.0 Friendly Culture
• Create an Action Plain to Implement a Web 2.0 Strategy in Their Organization

PowerPoint® Slides

• Define Web 2.0 and Why It Is Changing the Game for Business
• Compare and Contrast the Capabilities of Web 1.0 and 2.0
• Describe the Impact That Web 2.0 Is Having on Organizations
• Identify the Technology, Tools and Types of Communities Associated with Web 2.0

What is Web 2.0

• A New Way to Relate to Customers, Staff, Peers and Prospects

• Exciting and Useful

• A New Way to Collect, Manage and Share Knowledge

• A Capability That Affects Many Aspects of Management

• Accessible to Leaders at All Levels of the Organization

• Requires Vision, Policies and Practices and Creativity

Activity Worksheets

Module 1: Partner Activity: Web 2.0 Capabilities

• You Will Have 10 Minutes for This Activity, and Will Work with a Partner

• Visit the Two Websites Listed on the Launch Page for This Activity

• Compare the Features of Each Website with the Capabilities of Web 2.0 Listed on the Worksheet

• Decide if the Website Is a Better Example of Web 1.0 or Web 2.0 Capabilities

• Be Prepared to Share Your Work with the Large Group

Module 2: Case Study, Part 1: EthoPure

• You Will Have 15 Minutes for This Activity, and Will Work in Teams

• Individually, Review the EthoPure Website

• Work with Your Team to Answer the Questions Below

• Appoint a Spokesperson to Report Your Answers to the Large Group

Module 2: Partner Activity: Assess the Effectiveness of CEO Blogs

• You Will Have 15 Minutes for This Activity, and Will Work with a Partner

• Visit the Two CEO Blog Listed on the Launch Page for This Activity

• Assess the Effectiveness of Each Blog Using the Assessment Criteria

• Be Prepared to Share Your Work with the Large Group

Module 2: Case Study, Part 2: EthoPure

Step 1

• You Will Have 5 Minutes for This Part of the Activity, and Will Work Individually

• Read Part 2 of the Case Study

• Answer the Questions

• Be Prepared to Share Your Answers with the Large Group

Step 2

• You Will Have 10 Minutes for This Part of the Activity, and Will Work Individually

• Based on the Information You Have Learned from the Case about EthoPure, You Will Take Part in a Discussion Forum to Answer the Question: What Changes Would You Recommend to the EthoPure site to Make It More Engaging to an Outward-Facing Audience

Module 3: Case Study, Part 3: EthoPure

• You Will Have 15 Minutes for This Activity, and Will Work with a Partner

• Individually, read Part 3 of the Case Study

• Working with Your Partner, Use the Social Networks Suggested by Your Instructor to Find Candidates for the Sales Manager Position in the Pet Care Division

Module 4: Case Study, Part 4: EthoPure

• You Will Have 20 Minutes for This Part of the Activity, and Will Work in a Small Group

• Turn to Part 4 of the Case Study

• Update a Wiki to Provide Information about a Competitor for One of EthoPure’s Divisions

• Find Out Details Regarding the Competitor’s Description and a List of Their Products
  –Team One: Personal Care
  –Team Two: Home Care
  –Team Three: Pet Care
  –Team Four: Pet Grooming

• Your Instructor Will Give You Directions on How to Access the Wiki, and How to Use It

Module 5: Case Study, Part 5: EthoPure

• You Will Have 15 Minutes for This Activity, and Will Work in Small Teams

• Turn to Part 5 of the Case Study

• Each Team Will be Assigned a Different Scenario
  –Scenario One: Employee Sounds Off
  –Scenario Two: Mobile Grooming Disaster
  –Scenario Three: Secrets Leaked
  –Scenario Four: "This Tool is Stupid"

• Read the Scenario You are Assigned, Then Discuss the Question That Follows

• Be Prepared to Share the Results of Your Discussion with the Large Group

Case Study

Organizational/Management Implications

• Module 1: Exploring the Web 2.0 Landscape

• Module 2: Managing the Outward-Facing Web

• Module 3: Managing the Inward-Facing Web

• Module 4: Applications and Implications for Organizations

• Module 5: Creating a Web 2.0 Action Plan

Seminar Summary:

Integrating Web 2.0 is now a business imperative—for collaboration, innovation and attracting top-notch talent. (see full course description)

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