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Social Media Masters Class
Certified Social Media StrategistCertified Social Media Strategist
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Academy Intro
Social Media Academy started in Jan 2009
The mission is to provide the most comprehensive social media education
So far over 3,000 attendees from 24 countries participated in the various education programs
Social Media Academy today is in the US (HQ Palo Alto), Europe and Australia
Faculty are all active practitioner
The Social Media Masters Class educates business managers to best leverage social media for their respective business success
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Implications to business
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Because social media means business
The most asked question: “Has anybody experience with…”
60%-80% of purchases are based on recommendations. Sales and Marketing need to be part of that “recommendation chain”
Reputation development: “I have problems with…”
Over 80% of user problems are solved in groups. Service teams need to be part of that circle.
New products are primarily discussed throughout the internet – not based on a TV commercial.
Product management need to understand and leverage the dynamics in the social web
Future buying trends are discussed in social media –here and now
Logistics managers need to understand how to identify trends early on
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Strategic Social Media Engagement
The core of the Masters Class:
Conducting a thorough assessment
Understand strength and weaknesses, opportunities and threats (SWOT)
Develop a strategy based on a strategy model
Create an executable social media plan
Implement an optimal organization structure
Execute and report progress and success
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Methodology Overview
Four Quadrant Assessment Methodology
Customer, Brand, Partner, Competition
NCP Model
Network – Contribution – Participation
Strategy Hexagon
Goal, Mission, Benefit, Action, Resources, Report
Dual Presence Strategy
Balanced approach for public and branded communities
Advocacy Driven Engagement Model
Currency for customer satisfaction and business success
Organization Model
Building a social media service organization
Social Media ROI
How to calculate a financial ROI
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Certified Social Media StrategistMasters Class
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Leading a social media strategy
As a Certified Strategist you:
Run a social media team within a corporation
Consult business to engage and embrace social media
In either case you need to
know every aspect of social media as a cross functional discipline and how to execute such a strategy in a corporate environment
The topics you need to know
The implications of social media to the “educated purchase decision”
How to assess the status quo of a corporation in respect to social media, beyond brand awareness and marketing impression.
The core elements of a Social Media Strategy framework
How to align sales processes with the changing buying behavior
Moving from marketing AT an audience to marketing WITH an audience
Leveraging social media for trend analysis and early warning systems
Leveraging social media in product development and product launches
Leveraging social media in a support organization
Changes in the HR departments
Using planning frameworks to establish a social media execution plan
Tools selection for the social media strategy
Setting up social media budgets
Setting up a presence in the “Social Web”
Social Media Management and team building
Overall Learning Objectives
© Copyright Xeequa Corp. 2008
Masters Class SMCS
North America - EMEA
Start October 12st
Tuesday and Friday
8 am – 10 pm Pacific Time
11 am – 1 pm Eastern Time
17.00 h – 19 h Central European Time
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October 2010
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November 2010
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Social Media Masters Class Program
12 sessions, twice a week –
2 hours Tuesday and Friday
8 am PST – 11 am EST – 17 Central European Time
Session #1 October 12
Last session #12 November 19th
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Session Details | Class Syllabus
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Session 1
Corporate social media purpose and objectives
General introduction to the changing socio economic landscape
* Relationship evolution in our business society* Changes in customer relationship behavior* Corporate culture changes and “Open Business”* The core and the purpose of corporate social media introduction* Creating a holistic social media approach
Exercise:Create a video introduction of yourself
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Session 2
Social media presence development
Social Media tools, places and spaces
* Advanced profile development on main social networks and micro blogs such as LinkedIn, Twitter, Facebook, Blogs and others
* Networking and socializing in a new society
* Developing social powers by leveraging social media tools
* From personal social networking to business engagement
* How to engage as a business person with the market
* The dual presence strategy
Exercise:Refining your profile and optimize your presence.
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Session 3
Networking and socializing – art or science
“Having connections” has always been a core element of any business success. Social media is accelerating the opportunity
* The key characteristics of a network* Making socializing a habit* Developing techniques to stay in touch with well balanced time management* Leveraging social media tools to manage social relationships
Exercise:Developing a personal time table for social business engagements
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Session 4
Social Media Assessment, Monitoring, Reporting
Assessing your social media landscape
* Analyze where your customers are and what they do* Assess your own brand and corporate presence* Evaluate your partners from a social web point of view* Understand where you are relative to your competitors* Learn to use a professional assessment model* The four quadrant assessment model
Group Exercise:Conduct a social media assessment
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Session 5
Sales & Marketing (direct & indirect)
Social Media in Sales & Marketing
* Aligning social media in the different sales structures (direct / indirect)* Affect to the sales organization* Evolution in sales behavior and revenue planning* Lead generation and prospecting with social media* Adjusting traditional sales processes* Moving to non advertisial, smart content and user created content* Social media supported marketing and media planning* Social Media monitoring* Social media campaign planning
Exercise:Develop a set of tasks for a sales organization
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Session 6
Product Management & Support
Leveraging social media in product development & support
* Integration with product marketing and product development* Co-creation initiatives – dream or reality* Aspects of a changing IP situation and impact to product strategies* User based feedback system as a closed loop system* Integration and adoption in the support and services department* Co-support initiatives, knowledge syndication* Support effectiveness
Exercise:Formulate social media integrated product strategy
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Session 7
Strategy development
Creating a complete social media strategy
* Strategy models and framework* Key components of your social media strategy* Creating a strategy team, resources and participants* External involvement from customers, prospects and partners* Embedding the strategy into the overall corporate objectives* Practical tips to ask the right questions
Exercise:Develop a social media strategy for your own business
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Session 8
Social Media Plan
Tools selection for the social media strategy
* Selecting the relevant spaces and places* Integrating public spaces with the branded presence* Media plans* Reporting* Resource planning
Exercise:Craft a media plan
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Session 9
Partner Integration Strategy
Integrating key business partners into the social media engagement
* 75% of all business is conducted through indirect channels* Integrating business partners and alliances into the social media strategy* Partner management with social media* Social media integrated partner programs* Leveraging partners for the regional social customer engagement
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Session 10
Human Resource and human talent development
Leveraging social media to find best matching talents and create a better team spirit
* Culture shift and workforce trends* New ways of creating an open business culture* HR challenges in a globally connected world* Fusing the well developed young generation into a business* Developing a social media based recruiting strategy
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Session 11
Finance, Budgets, Resources & ROI
The financial side of social business
* Social media in the logistics and procurement department* Social media based business trends analysis
* Social media as a profit accelerator* Social media budget allocation / relocation* Social Media as a cost reduction instrument* Social Media KPIs* Social media ROI
Group exercise:Craft a budget plan and an RIO calculation
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Session 12
Finance, Budgets, Resources & ROI
The financial side of social business
* Social media in the logistics and procurement department* Social media based business trends analysis
* Social media as a profit accelerator* Social media budget allocation / relocation* Social Media as a cost reduction instrument* Social Media KPIs* Social media ROI
Group exercise:Craft a budget plan and an RIO calculation
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Audio information
Join the class from the invitation email or calendar appointment
Session information login and audio
You may join the audio portion via telephone or Voice over Internet Protocol (VoIP)
You can choose that option in your Attendee Control Panel once you join the meeting.
If you choose to join via VoIP, you will need speakers to listen to
the meeting and a microphone to speak.
1. Open the email that contains the session invitation.
2. Click the link provided in the invitation to join the session
3. If prompted, click Yes, Grant or Trust to accept the download.
You will be entered into the meeting and the Attendee Control Panel and GoToMeeting Viewer Window will appear.
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Login information
We will send out the course material 1 day in advanced of each session via email.
Session login information
The login information and password are sent out for each session 1 day prior to the session via email.
We will open all sessions
at 15 minutes prior to session start to give everyone time to control audio and access.
Course Material
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Certification Requirements:
We require the students to comply with the following requirements:
Participate in 85% of the sessions
Pass all written tests better than 70% on average
Have their social network profiles up to speed
Participate in all exercisesExercise review is 40% of the exam
Certification
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What does the Social Media Academy certify?
Students acquire the following knowledge through lectures
and exercises focused on business related social media application:Social media is a cross functional engagement
Social media is a method to improve the customer experience by integrating at least sales, marketing, support and product management in a homogeneous social media strategy
Selecting tools and places that makes sense to the respective business
Applying social media to marketing by understanding the conversation centric dynamics of social media on the customer and partner side
Building executable social media plans within time lines and available resources and budgets
Setting up sales organizations and behavioral alignment of sales for a customer experience requested by the market for both a direct or indirect sales organization.
Leveraging social media for better planning in logistics and procurement
Applying social media in product design and product management departments to build better and more marketable products and services with the help of customers.
Using social media to for talent identification beyond the profile research and using social media to create a better team internally
Creating a comprehensive and executable social media strategy for a corporation in the $10MM to $1B revenue range
Selecting tools for reporting and analytics and being able to perform social media assessments on an ongoing base.
Defining and managing social media budgets and corresponding ROI calculations.
Recruiting, building and managing a social media and online community team, defining roles and responsibilities.
Understanding the social media reality, risks, and failures, dealing with hostile attacks and corporate culture issues
Planning and building a social media presence based on professional market assessment, a corporate social media strategy, an execution plan and available resources and budgets within a defined timeline.
Managing a social media presence including performance analysis, key performance indicator, reporting and based on corporate objectives.
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Masters Class Summary
Entrance Exam (Required)
12 sessions spread over several weeks
All sessions are instructor led online classes
Sessions start at 08:00am (PST) / 11 am EST16:00 (GMT)
Twice a week, two hours a day
Small classes , max. 20 people
Between each sessions you will work on exercises
Exercises are discussed in a collaborative learning community
After some of the sessions you will complete a test
At the end you will have a final test and graduate
You will not only learn theories about social media but engage real life exercises
Price: US$ 2,950 / person
Register at: http://www.socialmedia-academy.com
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About
The Social Media Academy is an education and research institute providing education for business professionals from all industries on how to best apply social media to their respective businesses. The main emphasis is to help business managers and consultant to get a comprehensive education on Social Media, including strategy development, planning, execution, tools, resources ways to report and analyze development and success and help understand the evolutionary changes in our society. As part of the educational development, the Social Media Academy conducts research exploring the ongoing changes in the field and support the continuous learning process as well as monitor ongoing changes in the field.
The main course is the institute’s leadership class which focuses on how to plan, implement and engage with social media in all business areas including marketing, sales, product development, service & support, logistics, administration and engineering.
The Social Media Academy is based in Palo Alto, California. For more information go to http://www.socialmedia-academy.com