I wrote the copy and gathered the images for this presentation.

1. 1 | The Social Lights®
Training Program Guide
The Social Lights
®
Community Manager Training Program
Summer 2013 Review
Summer 2013 In Review

2. 2 | The Social Lights®
Training Program Guide
Participants learn the best ways to align strategy, create
content, develop creative, manage multiple platforms and
pages at once, and measure the success of their efforts.
There is no other course like The Social Lights®
Community
Manager Training Program that provides in-depth, in-person,
comprehensive training in the burgeoning field of social
media and digital communications.
We are extremely excited to offer The Social Lights®
Community Manager Training Program and groom the
next generation of leaders for social media positions.
Emily Pritchard and Martha McCarthy
Founders of The Social Lights®
The Social Lights®
is proud to launch our Community Manager
Training Program—an accelerated management training
curriculum designed to groom the next generation of leaders
for coveted social media positions at Fortune 500 companies.
Our practical, hands-on program provides trainees not only
the knowledge needed to assume responsible roles in social
media marketing for organizations, but with the skills required
to make sound decisions and set strategic priorities for
corporate brands in an ever-changing online marketplace.
The Social Lights’ Community Managers are trained to route
questions to appropriate teams, seek out answers, and make
sure community members feel engaged in brand discussions—
identifying brand opportunities and spotting threats before
they escalate into damaging crises.
Our Community Manager Training Program is in the
classroom, online, and out in the field. It blends real client
projects with industry speakers, relevant case studies, and
social opportunities spanning a variety of industries and tasks.
Welcome

3. 3 | The Social Lights®
Training Program Guide
Emily Pritchard and Martha McCarthy founded The Social Lights LLC
in January 2011 to help client companies connect with their audiences
online. While we remain a boutique agency, we hold strategic
partnerships with some of the industry’s brightest creative and
technology partners. From web design to videography to Facebook
apps, we integrate the pieces in one master digital marketing strategy,
ensuring everything works together to deliver the highest ROI.
To date, we’ve helped over 30 companies (ranging from startups to
Fortune 100 companies), craft their social media strategy in a way that
leaves a lasting brand impression on their loyal fans and followers.
The Social Lights’ robust growth is organically fueled by long-term
clients and partners that continually recommend our work.
About The Social Lights
We manage social media strategy and day-to-day community
management for a variety of clients spanning a wide range of
industries. In doing so, we’ve learned a great deal about what it takes
to be a strong Community Manager, and the strategies that work best
given the industry, audience, and business goals of the client.
While there are hundreds of social media jobs posted each day across
the country, the majority of applicants have no formal training and
limited experience. Using our social media knowledge, experience,
and passion for this flourishing field of communications, we’ve
developed The Social Lights®
Community Manager Training Program
to provide social media training and experience to qualified candidates.

4. 4 | The Social Lights®
Training Program Guide
16Community
Managers
5 Focus Areas
12MODULES
6WEEKS
The program is organized by The Social Lights LLC, a social media and digital marketing agency based in Minneapolis, MN. The Social
Lights LLC is not a staffing agency and job placement is NOT guaranteed. The Social Lights®
provides top
quality social media training and talent placement; and there’s no other training or placement program like it.
One Jam-Packed Summer.

5. 5 | The Social Lights®
Training Program Guide
Program Overview
Social is the future. We’re here to invest in your future and
the future of social for some of the biggest, most progressive,
most creative clients across the country.
We developed The Social Lights®
Community Manager Training Program to groom the next
generation of marketers for coveted social media positions at top client companies. Using
our proprietary curriculum, we equip trainees with the knowledge and tools to confidently
act as the eyes, ears and voice of a brand, and excel as social media Community Managers.
Our training blends real client projects with industry speakers, relevant case studies, and
competitive social media challenges. Participants learn to align strategy, create content,
develop creative, manage multiple platforms and pages at once, and measure the success
of their efforts.
We selected 15 Program Participants with degrees from 11 different colleges and universities
to join us in Minneapolis, MN this summer for a 6-week accelerated Community Manager
Training Program.

6. 6 | The Social Lights®
Training Program Guide
5
Focus Areas
of Community
Management
Analytics: Report.
Track. Measure.
Creative Assets:
Development of Photos,
Graphics, Branding Components.
Content: Development of
Editorial and Copy.
Strategy: Goal-Setting.
Foundation. Framework.
Management: Schedule.
Monitor. Listen. Engage.
The Social Lights®
Community Manager
Training Program is a blended course
based on:

7. 7 | The Social Lights®
Training Program Guide
Framework/Modules
The program contains 12 modules that build upon the essential skills necessary to confidently act
as the eyes, ears, and voice of a brand and serve as a liaison between the brand and the people.
Each module will be organized with the following framework:
Content Strategy Creative Asset DevelopmentContent Development
Cross-Channel Content Creation,
Curation, Optimization
Listening
2 3
4
1
Community Management:
A Varied Role
5 6
7 8 9
10 11 12
Engagement Crisis Management Analytics
Integrated Strategies Business Professionalism The Ultimate Challenge!

8. 8 | The Social Lights®
Training Program Guide
Community Management: A Varied Role
This event was the first of a series of invite-only social media events sponsored by The Social
Lights®
to bring together a community of Community Managers in the Twin Cities. This was not
a typical panel discussion, rather a talk show format with a laid-back and conversational vibe. It’s
like The View over cocktail hour: peers passionately discussing (and sometimes disagreeing) about
their craft. The goal of the conversation was to both have answers about what has worked in the
past as well as questions about strategy and tactics for the future. Fun, right?!

9. 9 | The Social Lights®
Training Program Guide
Th The Social Lights Community Manager Training Class learned about the importance of strategy
from CEO and Co-founder of MakeMatter Paul Isakson and digital strategists Patty Radford Hen-
derson and Betsey Kershaw. Isakson educated the class on understanding your brand’s and commu-
nity’s identity, emphasizing the importance of sharing stories that are relevant to both. Kershaw and
Henderson explained the process of creating editorial and content strategies that would engage
viewers and yield results.
2 Strategy: Goal-Setting. Foundation.
Framework.

10. 10 | The Social Lights®
Training Program Guide
3
The Social Lights brought in two speakers well versed in content creation and optimization. Author of Optimize,
CEO of TopRank Marketing, and content/SEO specialist Lee Odden provided words of wisdom to The Social Lights
Community Management Training Program class in a presentation that emphasized the importance of storytelling in
content creation and search engine optimization. His presentation to the CMTP class spoke volumes as he explained
the value of engaging content versus keyword use in SEO. ACH Communications Principal and Digital PR Consultant
Arik Hanson gave an insightful and well-received presentation to The Social Lights Community Manager Training
Program class outlining the ins and outs of creating favorable content for social media. In a slideshow titled
“Likeable Content: How to Create Social Media Content that Gets Clicks,” Hanson offered students 32 actionable
tips to master content creation.
Content: Development of Editorial and Copy.

11. 11 | The Social Lights®
Training Program Guide
Creative Assets: Development of
Photos, Graphics, Branding Components.
Before creating assets for their client companies the class was challenged to create assets that depict
themselves. The CMTP class was given a challenge to create posts that was part of their brand.

12. 12 | The Social Lights®
Training Program Guide
Management: Schedule. Monitor. Listen.
“Cultural Intelligence: Translating the Consumer Market with Trends” was an informative and
engaging presentation given to The Social Lights® Community Manager Training Program class
by Mary Meehan, co-founder & CEO of consumer research company Panoramix Global. Students
learned the difference between values and trends as well. Values are the core relationship between
the consumer and brand and drive consumer behavior, while trends signify consumer demand and
desire. The difference between fads and trends was also discussed, with Meehan explaining that
certain products’ novelty wears off quickly (fads) while others exponentially grow in popularity and
demand (trends). Empowering the consumer helps develop brand recognition and loyalty, as was
explained by Meehan in this interesting presentation. As members of a community manager class,
students learned what makes for a successful brand with staying power.

13. 13 | The Social Lights®
Training Program Guide
Analytics: Report. Track. Measure.
Digital and social media strategist Catherine Engel knows her way around analytics and reporting, so
lucky for The Social Lights CMTP class, she offered plenty of wisdom on the topic. Engel’s presentation
aimed to give students an understanding of the role of analytics for digital and social media, as well
as types of metrics and how to collect data. A strategic planning, content creation, and analysis pro –
among other specialties – she noted that analytics are a major component of her day-to-day activities.

14. 14 | The Social Lights®
Training Program Guide
Nada Worry
Created in 2012 as a vehicle for passions, Nada Worry is the
premiere lifestyle brand for action sports and adventure travelers
who dare to be free. Drawing inspiration from various genres of
music and cultures across the globe, Nada Worry represents the
positive movements of life. The company is a strong advocate of
the local action sport scene and supports their efforts by organizing,
sponsoring and promoting events, athletes, and thrill seekers.
Goodwill/Easter Seals MN
Goodwill/Easter Seals Minnesota assists people with barriers to
education, employment and independence in achieving their goals.
Most millennials are familiar with Goodwill retail stores, but don’t
necessarily think of Goodwill for Halloween costume shopping.
Halloween at Goodwill is similar to Christmas at national retailers:
It provides a short, seasonal opportunity to drive store traffic and
sales, both by veteran and new Goodwill shoppers. It is also an
opportunity to introduce Goodwill to new segments of the shopping
audience, including young adults and non-thrift shoppers.
CMTP Ultimate Challenge
Company Descriptions
ClotIt
Protégé Biomedical is a start-up medical device company with
a unique line of hemostatic devices developed to rapidly stop
bleeding in human and animal wounds. ClotIt®
is Protégé
Biomedical’s first product, which will launch this summer online
and in pet stores and veterinary clinics.
Immaculate Baking
Immaculate Baking is best known for its delicious refrigerated
baking dough and colorful American folk art packaging. With a
fun variety of products, Immaculate Baking offers goodies made
with high-quality organic and natural ingredients. Its mission is to
Bake Well, Be Creative, Have Fun, and Give Back.
General Mills recently acquired Immaculate Baking and is now
developing plans to expand the brand nationally.

15. 15 | The Social Lights®
Training Program Guide
Our Goal:
Equip these highly talented individuals with the skills to
become full-time social media Community Managers.

16. 16 | The Social Lights®
Training Program Guide
Hiring Social Media Talent?
The Social Lights®
will work as a strategic partner with your company and
build the right social media team to execute ongoing social media strategy
and community management.
Talent will be selected based on the appropriate mix of experience; both social media and digital marketing
experience, and industry experience. You won’t just get the team that’s available. With The Social Lights®
,
you get the A-team, built specifically for you.
Additionally, you won’t have to worry about this team being a separate entity than your brand, because our
approach is to fully immerse Community Manager(s) in the brand to get a 360-degree view of what’s going on
at your company.
This hybrid approach puts the Community Manager(s) in-house without the in-house headaches. Forget about
the laborious cycle of recruiting, hiring, training, managing, and adding another employee to the payroll/benefit
plans. The talent will remain employees of The Social Lights, LLC. In doing so, The Social Lights will support
employee management, ongoing training, overall social media strategy, etc. You get the power of an agency
when it’s needed, with the convenience of an in-house team to act as the eyes, ears and voice of your brand.
By working with The Social Lights®
, companies can source social media talent more quickly and cost-effectively,
determine which online channels provide the best results, and optimize their digital marketing operations.

17. 17 | The Social Lights®
Training Program Guide
Follow The Social Lights®
#CMTP on Facebook, Twitter and The Social Lights®
blog
to see what’s happening this summer!
@TheSocialLights

18. 18 | The Social Lights®
Training Program Guide