Social Media Masters Class Certified Social Media Strategist

Social Media Masters Class
Certified Social Media Strategist

© Copyright Xeequa Corp. 2008

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

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

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


Masters Class


Overall Learning Objectives

Leading a social media strategy The topics you need to know

As a Certified Strategist you: The implications of social media to the
“educated purchase decision”
How to assess the status quo of a
corporation in respect to social media,
Run a social media team beyond brand awareness and marketing
impression.
within a corporation The core elements of a Social Media Strategy
framework
Consult business to How to align sales processes with the
engage and embrace changing buying behavior
Moving from marketing AT an audience to
social media marketing WITH an audience
Leveraging social media for trend analysis
and early warning systems
Leveraging social media in product
In either case you need to development and product launches
know every aspect of social Leveraging social media in a support
organization
media as a cross functional Changes in the HR departments
discipline and how to execute Using planning frameworks to establish a
social media execution plan
such a strategy in a corporate Tools selection for the social media strategy
environment Setting up social media budgets
Setting up a presence in the “Social Web”
Social Media Management and team building


Masters Class SMCS
North America - EMEA
Start October 1st
Wednesday and Friday
8 am – 10 pm Pacific Time
11 am – 1 pm Eastern Time
17.00 h – 19 h Central European Time

© Copyright Xeequa Corp. 2008

October 2010

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

1 Session 1 2
Corporate social
media purpose
and objectives

3 4 5 6 Session 2 7 8 Session 3 9
Social media Networking and
presence socializing – art or
development science

10 11 12 13 Session 4 14 15 Session 5 16
Social Media Sales & Marketing
Assessment, (direct & Indirect)
Monitoring,
Reporting

17 18 19 20 Session 6 21 22 Session 7 23
Product Strategy
Management & development
Support

24 25 26 27 Session 8 28 29 Session 9 30
Social Media Plan Social Strategy &
31 Brain Trust
Development


November 2010

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

1 2 3 Session 10 4 5 Session 11 6
Social media Human Resource
organization and human talent
development development

7 8 9 10 Session 12 11 12 Session 13 13
Finance, Budgets, Project Review
Resources & ROI Meeting

14 15 16 17 Session 14 18 19 20
Creating A Social
Media Consulting
Practice

21 22 23 24 25 26 27

28 29 30


Social Media Masters Class Program

14 sessions, twice a week - 2 hours
Wednesday and Friday
Session #1 October 1st
Last session #14 November 17th


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

Social Strategy & Brain Trust Development
Creating a complete social media strategy
* Strategy aspects of corporations
* Brain Trust Development
* Leadership guidance


Session 10

Social media organization development
Building a successful social media organization
* How to develop and integrate social media in a business
organization
* Team responsibility and reporting lines
* Social media managers, community managers
* Technical requirements, skill development, education
* Cooperation with consultants
Group exercise:
Social media project development


Session 11

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 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


Session 13

Project Review Meeting
Presenting and discussing the master project
* Group presentation of the project results
* Joint review and Q+A
* Team assessment
Group exercise:
Project fine tuning


Session 14

Creating A Social Media Consulting Practice
Building a profitable social media consulting business
* Social media consulting business development
* Service portfolio, partnerships
* Selling the service and methodologies
* Pricing models, competition
* Where to start
Exercise:
Build your own social media business


Session information login and audio

Join the class from the invitation
Audio information email or calendar appointment

You may join the audio 1. Open the email that contains
the session invitation.
portion via telephone or
2. Click the link provided in the
Voice over Internet Protocol invitation to join the session
(VoIP) 3. If prompted, click Yes, Grant
You can choose that option or Trust to accept the
download.
in your Attendee Control
Panel once you join the
You will be entered into the
meeting. meeting and the Attendee Control
Panel and GoToMeeting Viewer
If you choose to join via VoIP, you Window will appear.
will need speakers to listen to
the meeting and a microphone to
speak.


Session login information

Login information Course Material

The login information and We will send out the course
password are sent out for material 1 day in advanced
each session 1 day prior to of each session via email.
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.


Certification

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 exercises
Exercise review is 40% of
the exam


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.


Social Media Masters Class Certified Social Media Strategist

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Social Media Masters Class Certified Social Media Strategist