Day 1:
Morning:
1. Level Setting and Expectations
a. What’s working in social media for you
b. What’s the pain point that you’ve come here to resolve (determined through pre-event survey)
2. Mobilizing the Ongoing Conversation
a. Building influencer maps and influencer groups
b. Building and conducting a viral influencer marketing campaign
c. How successful social media campaigns have mobilized the conversation
3. Building a Community that Lasts
a. Tapping into existing industry and marketplace communities
i. Where are your customers/constituents already organizing independently
b. Tools and tactics that build lasting community and followers
i. Getting to 100,000 followers on Facebook
ii. Building a community of Twitter followers
iii. Growing the following of your social media presence
4. Consumer Behavior Change in Social Media
a. Consumer sentiment shifts as a result of social media engagement
b. Meeting and managing consumer expectations through social media
5. Social Media Beyond Marketing
a. Customer service in social media
b. Gathering donations, building a cause, etc.
Afternoon:
1. Planning the Social Media Enabled Campaign
a. How to integrate social media into your existing online and offline campaigns
b. Behind the scenes: Examples of fully integrated – social media enabled campaigns
2. Exercise – Build a Multi-Channel Social Media Enabled Campaign (Nonprofit, B2B, B2C)
3. Behind the Scenes of 5 Large Social Media Marketing Success Stories
4. Response and Engagement in Social Media
a. How to handle interaction
b. Working with positive and negative interaction
c. Crisis management
d. Joining the Conversation
5. Staying Out of Trouble with Social Media
a. The FTC and you
b. Navigating the recent social media and online marketing legislation
Day 2:
Morning:
1. Advanced Social Media Asset Management – connecting all of the social media dots
a. How to leverage your social media assets for more comprehensive lead gen/awareness building/thought leadership
2. Enabling the Social Media Organization
a. Social media policy and education for the enterprise
b. How to mobilize and deputize an entire company for social media success
c. Staffing up for social media
i. How do organizations both large and small manage their social media presence
1. Who do they hire? Why? What positions?
2. How much time do they devote?
3. Social Media Analytics
a. Platform-specific metrics and what they mean
i. Facebook metrics
ii. Twitter metrics (and the variety of tools to measure them)
iii. Blog metrics
iv. Video and photo metrics
v. How to tie social media metrics to your web analytics tools
4. Social Media ROI
a. Determining the value of social media interactions
b. How 5 leading organizations calculate the ROI of their social media engagement
c. Building a social media engagement dashboard
d. Using advanced social media monitoring tools to gather industry and market intelligence
5. Exercise – Determine the Multi-Channel and Social Media Metrics for Your Organization
Afternoon:
1. Advanced Tactics
a. Advanced blogging techniques for the established conversationalist
b. Advanced Facebook pages and group tactics that grow your fan base
c. Advanced Twitter tools and tactics
d. Advanced video and multimedia tools and tactics
2. Enabling the Social Media Sales Force
a. Connecting your sales force, distributors, volunteers and other human assets to your social media mission
3. Taking it Back to the Job, Wrap-up and Review