MarketingMonday Masterclasses (English)

Voted best courses in the Netherlands on Springest.nl

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SocialStart

SocialOne

SocialTwo

MarketingMonday | Social Media Masterclasses 2

The Next Step in Social Media 3

The MarketingMonday Team 4

Select the Masterclasses that suits you best 4

Overview Social Media Masterclasses 5

MarketingMonday: your partner 6

SocialStart 7

SocialOne 9

SocialTwo 11

Contact details 14

Appendix 1: The Social Media Cycle 13

Tabel of contents


Social Media have evolved far beyond a mere hype. Individuals, consumers and businesses are

using Social Media on a huge scale and mass media returns are declining rapidly. Virtual com-

munities are valuable assets that provide a route to establishing profound and/or profitable

relationships within both B2C and B2B segments. Companies and organizations need Social Media

strategies to connect, to communicate and to capitalize on Social Media.

Social Media enable the deployment of ambassadors, initiate online dialogue, and facilitate the exchan-

ge of product/service ratings between prospects and customers. Ambassadors are satisfied customers

that enthusiastically promote your brand on your behalf, i.e. superpromoters. They spread the word

through positive reviews using Social Media and/or participate in the product/service development

process, i.e. co-creation.

The Social Media CycleThe three masterclasses detailed in this brochure have been based on the Social Media Cycle. In twelve

simple steps, they teach you how to develop a full Social Media strategy, how to create virtual commu-

nities, how to determine the ROI for Social Media, and how to successfully embed new working practi-

ces and procedures within your organization. Social Media listening, reviews, co-creation, crowdsourcing

and lead generation are currently providing major opportunities. These subject areas are discussed in

detail as part of the Social Media Cycle and in our training courses.

The Next Step in Social Media


The MarketingMonday team consists of enthusiastic and experienced Social Media specialists.

We provide numerous Social Media masterclasses, programmes, training courses and seminars,

as well as strategic consultancy. Our customers range from small to large and from companies to

non-profit organizations – we help them with the transition to new marketing, new media and new

techniques.

All our activities are based on the successful Social Media Cycle model that was developed from our

own practical experience and best practices. Our philosophy is based on the premise that the most can

be gained from training courses that combine theory with practice. This is why practical/company-speci-

fic case studies and assistance from experienced coaches play a key role in our training courses.

Select the masterclass that suits you bestMarketingMonday has developed three masterclasses that have been aligned to the need for inspira-

tion, theory and practice. You can select a masterclass that best suits your requirements in terms of its

length and intensity: SocialStart, SocialOne or SocialTwo.

SocialStart is a mini-masterclass that provides the latest information about the state of Social Media,

introduces the Social Media Cycle and leaves you brimming with inspiration! Masterclasses SocialOne

and SocialTwo are based on knowledge acquisition and skill learning, i.e. how to integrate Social Media

within your own organization. These masterclasses cover the same material as ‘mini-masterclass’ Social-

Start, but combine this with additional theory and practice. In SocialOne, you get to grips with your own

Social Media strategy covering the first five steps of the Social Media Cycle. In SocialTwo, you develop

this strategy further and complete the remaining steps in the cycle. A detailed look is taken at how to

activate and nurture communities, and how to analyse and organize Social Media within your organi-

zation. You can find a list of our Social Media masterclasses on page 5. For more information about the

Social Media Cycle, please refer to page 13. Social Start is also available as inspirational seminar during

internal or external events.

SocialOne and SocialTwo are also available as in company training courses. SocialStart is also available

for in company seminars or small to big external events.

Richard van Hooijdonk is the CEO at MarketingMonday and is

currently one of the most highly sought-after speakers on sub-

jects involving Social Media and Marketing 3.0 at conventions

in the Netherlands and overseas. He is also a lecturer/guest

lecturer at the Rotterdam School of Management/Erasmus

University and Nyenrode Business University.

The MarketingMonday Team


SocialStart SocialOne SocialTwo

Price

Length

No. of Participants

Facts & Figures

Best practices

Case Studies

Free Content Access

(newsletters, whitepapers, e-books, etc.)

Coaching & Assistance

Social Media Cycle

Inclusion of Participants' Case Studies

Customer Journey

Free Training Material

Access to Eclusive E-Learning Community

Lunch

Social Drinks Reception

Certificate

€ 295,-

3 hours

60

Introduction

€ 695,-

8 hours (1 day)

30

Steps 1 t/m 5

€ 1.495,-

16 hours (2 days)

30

Steps 1 t/m 12

Social Media Masterclasses - An Overview


Kijk voor meer referenties op Marketingmonday.nl

1. MarketingMonday is a top-level training institute that provides training courses for international Top 100 companies.

2. Richard van Hooijdonk – a highly sought-after guest speaker in the Netherlands and overseas – inspires his audiences in the seminars that form part of each training course.

3. Assistance is given by experienced Social Media coaches as part of practical case studies.

4. We use proprietary models for the successful implementation of Social Media within companies and organizations, e.g. the Social Media Cycle.

5. Our masterclasses are rated as being the best training courses in terms of relevance and quality accor-ding to Springest.nl – an independent education, training and workshop comparison site.

6. We help participants connect with one another during and after training courses within an exclusive Social Media e-learning community to allow participants to capitalize fully on the course's content and the learning experience.

7. An exclusive Follow-Up Care Service is provided by experienced coaches as part of SocialOne and So-cialTwo courses to assist participants with their questions about new marketing and Social Media for a period of one year following course completion.

8. Free e-books, whitepapers and practical case studies are made available to all participants before, during and after training courses.

9. Over forty thousand participants have already taken part in our various seminars, training courses and masterclasses.

MarketingMonday: your partner in social media

Comments from Previous Participants:

‘Without doubt, a highly inspirational day. A well-structured combination of theory and practice!’

Evelyn Osinga - Univé

‘It was a fun and above all an inspirational event. The customer is placed centre stage and then used as a source of inspiration, a networker and an ambassador.’

Gilbert van den Heiligenberg – AEGON

‘He knows how to captivate his audience from start to finish with relevant practical examples and his contagious enthusiasm. I'd recommend anyone to attend one of Richard's seminars. Be inspired!’

David Damen – Philips

'I discovered new aspects of Social Media and thought the case studies were especi-ally fun to work on!'

Jolanda Rens - KPN

'Highly inspirational!'

Anette Appelhof - Pouw Automotive Group

'A fantastic and intensive course. Highly use-ful and relevant to public and political bodies, especially in combination with organization-specific case studies.'

Lieve Fransen - European Commission

http://www.marketingmonday.nl

SocialStart

THREE-HOUR SOCIAL MEDIAINSPIRATION SEMINAR

8

Audience

This inspiring mini-masterclass is intended

for marketing & communications, product,

HR, ICT and commercial managers. The

seminar provides an all-round introduction

to Social Media and is particularly useful

for managers and staff working within both

companies and non-profit organizations.

Three hours of Social Power Play! SocialStart provides three hours packed with inspira-

tion and information about Social Media. You will learn all you need to know about the

various types of Social Media in existence and be inspired with examples as to how

companies have been successfully implementing Social Media. Individual 3.0, Consumer

3.0 and Company 3.0 – collectively referred to as Homo Sapiens 3.0 – use Social Media

to find and connect with one another. You will learn how to develop your own Social

Media strategy based on MarketingMonday's proprietary Social Media Cycle.

SocialStart

ContentInspiring three-hour mini-masterclass held by

Richard van Hooijdonk, CEO at MarketingMonday,

highly sought-after guest speaker at conventions

in the Netherlands and overseas, and lecturer/

guest lecturer at the Rotterdam School of

Management/Erasmus University and Nyenrode

Business University. Subject areas:

• Overview of all new and relevant develop-

ments and trends within the world of Social

Media

• introduction to the various Social Media in

existence

• Marketing & communications using Social

Media

• Explanation of the Social Media Cycle and how

to use it to develop a successful Social Media

strategy

• Case studies and practical examples

Objectives? • A clear overview of the state of Social Media

• An insight into Homo Sapiens 3.0

• An introduction to the various Social Media in

existence and their applications

• Deploying ambassadors and superpromoters

to spread your message

• Distinguishing the various persona and how

and why they use Social Media

• An insight into establishing valuable virtual

communities

• An insight into the opportunities and options

available for achieving a meaningful ROI on

Social Media

• An insight into how to develop or refine Social

Media strategies using the twelve-step Social

Media Cycle

• An insight into the resources and skills requi-

res to implement a successful Social Media

strategy

Price€ 295,-, ex. VAT.

Practical Information • SocialStart lasts from 2 p.m. to 5 p.m.

• Plenty of time and opportunity to mix and

mingle with all participants after the course

over a drink

• Free e-books, whitepapers and newsletters

full of interesting articles about Social Media,

marketing and communications available to all

participants on a regular basis

Dates and RegistrationFor a list of masterclass

dates and an online registration form, please

visit MarketingMonday.nl.

EventsSocialStart is also suitable

as inspiring seminar during internal of external

business events.

Questions?If you have any further questions,

please do not hesitate to call us on +31 (0)20 820 3210 or to e-mail us

at [email protected].

SocialOne

1 DAY SOCIAL MEDIA MASTERCLASSINSPIRATION, THEORY & PRACTICE

10

Audience

This masterclass is intended for marketing

& communications and product managers.

The course provides an insight into the op-

portunities and options available using Social

Media and is particularly useful for managers

and staff working within both companies and

non-profit organizations. Course content is

pitched at a higher professional educational

level or higher.

The one-day SocialOne masterclass combines inspiration, theory and practice in the

field of Social Media. You will be introduced to the twelve-step Social Media Cycle and

put theory into practice using example case studies. You will learn how to develop

your own Social Media strategy based on the first five steps of the Social Media Cycle.

Several case studies will be examined focusing on both companies and non-profit orga-

nizations in order to optimize the learning effect.

SocialOne

Dates and RegistrationFor a list of masterclass

dates and an online registration form, please

visit MarketingMonday.nl.

In companySocialOne is also

available as an in company masterclass.

Questions?If you have any further

questions, please do not hesitate to call us on

+31 (0)20 820 3210 or to e-mail us at [email protected].

ContentDuring the morning session, Richard van

Hooijdonk will hold his inspiration seminar to

update you fully on the state of Social Media.

At the end of the morning session, participants

will split into small teams to start working on

example case studies. Case studies are based on

practical situations arising within both companies

and non-profit organizations, and are targeted at

the sectors in which participants operate. Experi-

enced Social Media coaches assist during practical

sessions interspersed with plenary feedback and

theory sessions. You will learn how to develop

Social Media strategies based specifically on the

first five steps of the Social Media Cycle.

Objectives • inspiration seminar from SocialStart

• Developing and successfully implementing a

Social Media strategy within your organization

based on the Social Media Cycle – in-depth

examination of its first five steps using theo-

retical and practical case studies

• Developing several practical case studies

within small teams under the supervision of

experienced coaches

• Formulating Social Media objectives

• Defining the social persona relevant to your

organization, product or service

• An insight into developing content strategy

and deploying content, themes and concepts

to bind your target group/audiences to your

brand

• How to select the right Social Media and

create crossovers between various online and

offline media

Price€ 695,-, ex. VAT.

Practical Information • SocialOne includes training material

• SocialOne lasts from 9 a.m. to 5 p.m. and

includes lunch

• Access to an exclusive LinkedIn-based e-

learning community in which you can share

expertise and experience with other parti-

cipants before, during and after the training

course

• One-year Follow-Up Care Service with assis-

tance provided by our coaches



marketing and communications made available

to all participants on a regular basis

SocialTwo

2 DAY INTENSIVESOCIAL MEDIA MASTERCLASS

12

Audience

This masterclass is intended for marketing &

communications and product managers. The

course provides an all-round introduction to

Social Media and is particularly useful for

managers and staff working within both

companies and non-profit organizations.

Course content is pitched at a higher profes-

sional educational level or higher.

SocialTwo masterclass is held over two days and covers the content of both the Social-

Start and SocialOne masterclasses. You will learn how to develop, refine and implement

new Social Media strategies based on the Social Media Cycle and practical case studies.

You will expand your knowledge about how to activate and nurture communities, how

to analyse Social Media results and ROI, and how to embed new working practices

within your organization.

ContentThe first day starts with Richard van Hooijdonk's

inspiration seminar to update you fully on the

state of Social Media. In the afternoon session,

you will split into small teams to start work on a

selection of case studies submitted by partici-

pants under the supervision of experienced coa-

ches. These practical sessions are interspersed

with plenary feedback and theory sessions. You

will learn how to develop Social Media strategies

starting with the first five steps of the Social

Media Cycle.

In the week between the two training days, you

will continue working on your case studies with

your fellow participants. The second day develops

case studies further completing the remaining

steps of the Social Media Cycle. Once again, prac-

tical sessions are interspersed with feedback and

theoretical sessions. You will also be introduced

to the Customer Journey – an imaginary journey

from a prospect's first contact with your organiza-

tion to the moment of conversion.

Objectives • Inspiration seminar from SocialStart

• Developing and successfully implementing a

Social Media strategy within your organization

based on the Social Media Cycle – in-depth

examination of all twelve steps based on

theoretical and practical case studies

• Team examination of a selection of practical

case studies submitted by participants under

the supervision of experienced coaches

• Formulating Social Media objectives

• Defining the social persona relevant to your

organization, product or service

• An insight into developing content strategy

and deploying content, themes and concepts

to bind your target group/audiences to your

brand

• How to select the right Social Media and

create crossovers between various online and

offline media

• How to lock in prospects and customers

• How to activate and nurture your community

and its members (activation and growth plans)

• An insight into how to measure and improve

Social Media conversion, accountability and

ROI (conversion plan)

• An insight into the roles, positions and

structures required to successfully implement

Social Media within your organization

CertificateA certificate of participation will be issued at the

end of the training course.

Price€ 1.495,-, ex. VAT.

Practical Information • SocialTwo includes training material

• Social Two is a two-day masterclass with a

week between each training day

• SocialTwo lasts from 9 a.m. to 5 p.m. and

includes lunch

• Access to an exclusive LinkedIn-based e-

learning community in which you can share

expertise and experience, and work on ho-

mework assignments with other participants

before, during and after the training course

• One-year Follow-Up Care Service with assis-

tance provided by our coaches



marketing and communications made available

to all participants on a regular basis

Dates and Registration For a list of masterclass dates

and an online registration form, please visit MarketingMonday.nl.

In companySocialTwo is also

available as an in company masterclass.

Questions?Please do not hesitate to call us on

+31 (0)20 820 3210 or to e-mail us at [email protected].

SocialTwo


APPENDIX: THE SOCIAL MEDIA CYCLE

Deploying Social Media for purposes of marketing and communications involves several important

steps. These steps have been incorporated into MarketingMonday's proprietary Social Media Cycle that

forms the basis for all our masterclasses. The twelve-step model provides a foundation upon which to

transform your organization into an Organization 3.0 and to use Social Media for achieving your organi-

zational objectives.

A mini-masterclass introducing the Social Media Cycle and explaining its twelve

steps.

A one-day masterclass explaining how to develop a completely new Social Media

strategy based specifically on the first five steps of the Social Media Cycle and a

case study.

An in-depth, two-day masterclass examining a selection of case studies submit-

ted by participants based on all twelve steps of the Social Media Cycle.

Objectives:

• Steps 1–5: Developing a completely new Social Media strategy

• Steps 6–9: Creating, activating and nurturing profitable and cost-saving com-

munities

• Steps 10–12: Integrating and embedding Social Media into your organization

– monitoring, analysing and managing Social Media results (ROI and accounta-

bility), defining revised working practices and processes, and assigning roles

and positions within your organization

SocialStart

SocialOne

SocialTwo

MarketingMonday | Pedro de Medinalaan 85 A/B | 1086 XP Amsterdam | T +31 (0)20 820 32 10 | Marketingmonday.nl | [email protected]

IF YOU HAVE ANY FURTHER QUESTIONS, PLEASE DO NOT HESITATE TO CALL US ON +31 (0)20 820 3210 OR TO E-MAIL US AT [email protected]

http://www.marketingmonday.nl

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MarketingMonday Masterclasses (English)