Day 1:
8:00 – 8:30 a.m. Continental Breakfast
8:30 a.m. – 5:00 p.m. Program (includes Lunch, Morning and Afternoon Break)
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
- Social content and the content imperative in B2B social media
- EXERCISE Social media asset discovery – what content do you have/can you create to start the conversation?
- Social platforms and Internet community
- Social status and the role of status updates in B2B
- The ‘media’ of social media – video, documents, images
- 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
- Building the social media plan
- Laying the foundation of objectives, audience, capacity, commitment, metrics and policy
- EXERCISE Begin filling in the social media plan
- Understanding your customers in social media
- 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 fictitious company.
4. Response and engagement in social media
e. How to handle interaction
f. Working with positive and negative interaction
Day 2:
8:00 – 8:30 a.m. Continental Breakfast
8:30 a.m. – 5:00 p.m. Program (includes Lunch, Morning and Afternoon Break)
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
c. Determining the value of social media interactions
d. How 5 leading organizations calculate the ROI of their social media
engagement
e. Building a social media engagement dashboard
f. Using advanced social media monitoring tools to gather industry
and market intelligence
1. Using things like Radian 6, Vocus and the like
g. EXERCISE Checklist – What’s included in your social media ROI
calculation?
3. Advanced Tactics
h. Advanced blogging techniques for the established conversationalist
i. Advanced Facebook pages and group tactics that grow your fan
base
j. Advanced Twitter tools and tactics
k. Advanced video and multimedia tools and tactics
4. Social media and trade shows
l. The social media enabled trade show – examples, tools and
strategies
m. EXERCISE Build a mock social media enabled trade show plan
5. Staying out of trouble with social media
n. The FTC and you
o. The WOMMA disclosure guidelines
p. Navigating the recent social media and online marketing legislation
6. Taking it back to the job, wrap-up and review