Day 1:
Morning:
1. Level setting and expectations – What is social media and why do I need it?
a. Why social media for B2B enterprises?
b. What’s working in B2B social media
c. EXERCISE >> What are your social media barriers and how can we work through them?
d. What’s the pain point that you’ve come here to resolve (determined through pre-event survey)
e. The impact of social media on B2B purchaser behavior
f. EXERCISE >> Checklist – Is your company ready for social media?
2. Fundamental concepts of social media
a. Social content and the content imperative in B2B social media
b. EXERCISE >> Social media asset discovery – what content do you have/can you create to start the conversation?
c. Social platforms and Internet community
d. Social status and the role of status updates in B2B
e. The ‘media’ of social media – video, documents, images
3. Behind the scenes of 5 large social media marketing success stories
a. 5 in-depth B2B social media marketing case studies and the tactics they used to be successful
4. Building the social media plan
a. Laying the foundation of objectives, audience, capacity, commitment, metrics and policy
b. EXERCISE >> Begin filling in the social media plan
c. Understanding your customers in social media
d. EXERCISE >> Devise a customer survey on social media habits
Afternoon:
1. Integrating social media into the customer life cycle
a. Mapping social media to the sales cycle
b. Mapping social media to the service cycle
c. Mapping social media to customer retention
d. EXERCISE >> Social media revenue cycle mapping and integration
2. Social media beyond marketing
e. Customer service in social media
f. Enterprise social media applications
g. Lead nurturing with social and digital media
3. Planning the social media enabled campaign
b. How to integrate social media into your existing online and offline campaigns
c. Behind the scenes: Examples of fully integrated – social media enabled campaigns
d. EXERCISE >> Build a full-on multi-channel social media enabled campaign for a ficticious company.
4. Response and engagement in social media
e. How to handle interaction
f. Working with positive and negative interaction
Day 2:
Morning:
1. Enabling the social media sales force
a. High-impact social media activities for salespeople
b. Connecting your sales force, distributors, volunteers and other human assets to your social media mission
c. Social CRM
d. EXERCISE >> Devise a sales force survey on social media habits
2. Business development and social media
a. Social media and LinkedIn for competitive intelligence gathering
b. Sourcing candidates through social media
3. 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
4. Enabling the social media organization
a. Social media policy and education for the enterprise
b. EXERCISE >> Checklist – What’s in your social media policy?
c. How to mobilize and deputize an entire company for social media success
d. 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 to they devote?
Afternoon:
1. Social media metrics and analytics
a. Platform-specific metrics and what they mean
1. Facebook metrics
2. Twitter metrics (and the variety of tools to measure them)
3. Blog metrics
4. Video and photo metrics
5. How to tie social media metrics to your web analytics tools
b. EXERCISE >> Social media metrics for your enterprise
2. 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
1. Using things like Radian 6, Vocus and the like
e. EXERCISE >> Checklist – What’s included in your social media ROI calculation?
3. 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
4. Social media and trade shows
a. The social media enabled trade show – examples, tools and strategies
b. EXERCISE >> Build a mock social media enabled trade show plan
5. Staying out of trouble with social media
a. The FTC and you
b. The WOMMA disclosure guidelines
c. Navigating the recent social media and online marketing legislation
6. Taking it back to the job, wrap-up and review