Social Media Masters Class Certified Social Media Strategist

© Copyright Xeequa Corp. 2008

Social Media Masters Class

Certified Social Media StrategistCertified Social Media Strategist

2© Copyright Social Media Academy 2010 Feel free to distribute, but do not change

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


Implications to business


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


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


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


Certified Social Media StrategistMasters Class


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


October 2010


November 2010


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


Session Details | Class Syllabus


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


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.


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


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


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


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


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


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


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


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


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


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


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.


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


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


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.


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

http://www.academy.xeequa.com/




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