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Social Media Academy
Certified Social Media Strategist
Info package
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Class Information
Introductory Workshop Agenda
Technical Requirements
Lesson Details & Workshop Dates
Workshop Calendar
Main elements of the certification
Social Media AcademyWelcome !
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#SMACADSummer 2012
Certified Social Media Strategist
27 Self paced lessons
11 Instructor lead workshops*
Online Graduation meeting
Collaborative learning with others including project work
First Class Intro Workshop May, 16th 9 am PDT
Last workshop July 11th
Graduation Meeting July 13th
*no workshop on July 4th
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#SMACADFirst Workshop Introductory
May 16 - 09:00 am PDT online session
Welcome and introduction
Meet your class mates
Attendees introduce themselves
The social eLearning platform
Blogs, groups and networks
How we work together
Lessons and workshops
Exercises, presentation, discussions
Social interactions
Relationships
Support
Achievements and graduation
Your first exercise: Presence development
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The Online Learning Engagement
All lessons are on-demand so you can take them at your own leisure
You will need to go through 2-4 lessons per week
Allocate 60 minutes per lesson
Allocate additional 6-8 hours per week for exercises and hands on experience
Taking the lessons require Internet access
All workshops are instructor lead online conferences with all attendees
Every Wednesday (approx. 60 – 90 min)
Session starting 09:00 AM (PDT) 18:00 h (CEST)
Attendees present their exercises, we discuss the work and have time for Q+A
Tests during some workshops, plus a final test
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#SMACADTechnical Requirements
You need to have high speed internet to access the eLearning system, follow the lessons and also for attending the weekly workshops
Login information to the eLearning system access at the introductory workshop.
Please join the first online conference sessions 15 minutes prior to the start at 9 am to test and make sure your access and audio system is working
You can use a regular telephone line or use your microphone and speaker from your computer. Best is to use a headset with your computer
You can use both PC or Macintosh. The lessons also work on iPad or iPhone
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#SMACADLesson 1 – 4 overview
Lesson 1
The transformation of business society
General introduction to the changing socio
economic landscape
The model of influence is changing
Changes in customer relationship behavior
Mistakes to avoid when starting in the social web
Long term reputation development
Lesson 2
Purpose of corporate social media engagements
Discovering methodical approaches to corporate
social media
Creating a holistic social media approach
Methods, models and frameworks
The NCP model helps sizing networks
Social skill development
Lesson 3
Social media business presence development
Social Media tools, places and spaces
Profile development & Social Graph
Looking under the hood of relationship building in LinkedIn, Twitter, Facebook and others
The big 12 in social network platforms
Some best practices
Lesson 4
Social Media Time Management
“Don‟t waste time with social media – instead invest time
in relationships”
Social Media Time Management
Considerations on time allocation tables
Tools for relationship management
The “Social Minutes” project
Best practices
Workshop 2 Presence development review
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#SMACADLesson 5 – 7 overview
Lesson 5
Social Media Audits / Assessments
Assessing your social media landscape
Analyzing where your customers are and what they do
Assessing 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 the Four Quadrant Assessment Model
Case studies and best practices
Lesson 6
Social Media Monitoring Tools
It‟s not about what you „can‟ measure – but
about what you „need‟ to measure
Reporting strategies - Asking the right questions
Using different tools for different jobs
Getting hands-on with monitoring tools
Reporting back into the organization
Lesson 7Cross Functional EngagementSocial media isn‟t just marketing but a business strategy
Sales engagement strategies
Product Management strategies
Support strategies
Marketing & PR strategies
Logistics strategies
HR Strategies
The new customer experience strategy
Workshop 3Business Assessment
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#SMACADLesson 8 – 11 overview
Lesson 8
Channel Partner Strategy Development
Social media integrated business partner
engagement
Market relationship models
Social media and the supply chain
Leveraging partners for the regional social customer engagement
Partner sales empowerment
Social marketing collaboration
Lesson 9Strategy development ICreating a complete social media strategy
Strategy models and framework
Key components of your social media strategy
Creating a strategy team, resources and participants
The Strategy Hexagon – Social Media Strategy Framework
Lesson 10Strategy development IIStrategy development considerations and examples
External involvement from customers, prospects and partners
Embedding the strategy into the overall corporate objectives
Case studies and best practices
Lesson 11Social Selling TechniquesLeveraging social media in Sales
Social media in the different sales structures (direct / indirect)
Understanding the shift in influence and the recommendation
chain
Aligning sales engagement with the new "educated purchase
decision“
Demand generation and prospecting with social media
Reference selling and solution selling to the social customer
Case studies and best practices
Workshop 4Social Media Strategy Development
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#SMACADLesson 12 – 15 overview
Lesson 12
Social Media Aided Support Organization
Customer experience and social media based
support
Integration and adoption in the support and services department
Co-support initiatives, knowledge syndication
Support effectiveness
Customer integrated support communities
Social media and paid support organizations
Case studies and best practices
Lesson 13
Social Media In Product Management
Social media integrated product management
Extending social media based support programs into PM feedback cycles
Co-creation initiatives leveraging social media
Social media supported product launches
Aspects of a changing IP situation and impact to product strategies
Case studies and best practices
Workshop 5Social Engagement Plan
Lesson 14
Social Marketing
Leveraging social media in PR and Marketing
Next generation marketing philosophy
The new influence noise ratio
Social Media monitoring
Brand reputation development
Social media campaign planning
Using a social media planning framework
Case studies and best practices
Lesson 15
Technical Social Media Presence
Tools selection for the social media strategy
Building a more advanced Facebook page
Creating more sophisticated LinkedIn group strategies
Establishing a corporate Twitter presence strategy
Leveraging SlideShare across media
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#SMACADLesson 16 – 18 overview
Lesson 16
Social Media Organization Development
Building a successful social media organization
Developing an integrate social business organization
Team responsibility and reporting lines
Social media policy management
Social media managers, community managers
Technical requirements, skill development, education
Lesson 17
Social Media Budget Planning & ROIThe financial side of social business
Social media budget allocation / relocation
Social Media as a cost reduction instrument
Social Media KPIs and ROIs
Social media budget planning
Workshop 6Social Media Organization and Budget Plan
Lesson 18Social engagement workflows“Having Connections” has always been a core element of any business success
The social minutes concept
A social engagement workflow
Making socializing a habit
Social relationships versus business relationships
Key characteristics and success pattern of social networks
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#SMACADLesson 19 – 21 overview
Lesson 19
Human Resource and human talent development
Leveraging social media to find best matching
talents
Culture shift and workforce trends
New ways of creating an open business culture
HR challenges in a globally connected world
Case studies
Lesson 20
Recruiting And Team Building
Social media as a tool to create a better team spirit
Fusing the well developed young generation into a business
Developing a social media based recruiting strategy
Case studies and best practices
Workshop 7Complete Social Media Project Presentation
Lesson 21
Indirect Channel Programs
Social media based partner marketing
Partner empowerment program development
Building better partner relationships through social media
Partner management with social media
Online collaboration with partners
Partner program development
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#SMACADLesson 24 – 26 overview
Lesson 26
Managing Large Scale Social Media Projects
How to deal with large enterprise requirements and
seven figure projects
Corporate requirements analysis and grass roots campaigns
International social media implementation considerations
Large scale education models, social media policies and roll outs
Leveraging methods, models and frameworks in large scale projects
Planning resources, outsourcing and partnerships
Lesson 24
Social Relationship Management
SystemsSelecting and implementing social relationship
Management
The Social Relationship Management conceptSocial contact management implementationDeveloping contact Flights for various scenariosIntegration in CRM systems
Lesson 25
Social Media Project Best PracticesA social media project from start to finish
Strategy DevelopmentManagement buy inOrganization structureProgram DevelopmentExecution phaseAssessment
Workshop 8Presenting the final case study project
Access to Final exam Social Media Strategist
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#SMACADLesson 22 – 23
Lesson 22
Building a successful social media consulting
Practice
Planning considerations & business strategies
Building a sound social media consulting business plan
What you can learn from the world's top business consultants
Creating your own business strategy
Customer engagement models
Workshop 9 Creating a social media consulting business
concept
Lesson 23
Building a successful social media consulting
Practice
Service Portfolio & managing large scale social
media projects
Developing a comprehensive service portfolio
Creating a cost and accounting model for multi discipline social media engagements
Planning resources, outsourcing and partnerships
Project examples
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#SMACADLesson 24 – 26 overview
Lesson 26
Managing Large Scale Social Media Projects
How to deal with large enterprise requirements and
seven figure projects
Corporate requirements analysis and grass roots campaigns
International social media implementation considerations
Large scale education models, social media policies and roll outs
Leveraging methods, models and frameworks in large scale projects
Planning resources, outsourcing and partnerships
Lesson 24
Social Relationship Management
SystemsSelecting and implementing social relationship
Management
The Social Relationship Management conceptSocial contact management implementationDeveloping contact Flights for various scenariosIntegration in CRM systems
Lesson 25
Social Media Project Best PracticesA social media project from start to finish
Strategy DevelopmentManagement buy inOrganization structureProgram DevelopmentExecution phaseAssessment
Workshop 10Presenting the final case study project
Access to Final exam Social Media Strategist
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#SMACADLesson 27
Workshop 11Presenting the final case study project
Access to Final exam Social Media Strategy Consultants
Lesson 27
Building a successful social media consulting
Practice
Planning considerations & business strategies
Building a sound social media consulting business plan
What you can learn from the world's top business consultants
Creating your own business strategy
Customer engagement models
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#SMACADSocial Media Strategists
Friday July 13th
Final exam review and Graduation
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#SMACADThe Key Elements Of The Certification
Cross functional business approach
Social media assessment method
Social media strategy framework
Functional social media in sales, marketing, support, HR, logistics, product development
Tools, places & networks
Detailed presence development
Strategy and execution planning
Corporate organization strategy
Reporting & analytics
Budgets, resources, ROI
The seven Social Media Methodologies
Consulting & team building
MethodsModels
Frameworks
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Thank You
© 2012 Social Media Academy. All rights reserved. This content is protected under the copyright law of the United States. It is prohibited to make full or partial copies or extractions of this documentation without the explicit written approval from the Social Media Academy.
All materials contained herein are the property of the Social Media Academy and its faculty and may only be used, by an enrolled student for his or her own educational benefit.
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About
The Social Media Academy is considered the leading education and research institute for applied social media in business. Education programs are specifically designed for business professionals from all industries. The main emphasis is to help business managers and consultant to get a comprehensive education and hands on experience through collaborative workshops in all aspects of social business engagement including strategy development, planning, tools selection, resources allocation, organizational development as well as reporting and analytics. Attendees learn to use leading methodologies, models and frameworks such as the social media strategy framework, the four quadrant assessment methodology or the NCP model and other strategic tools to create successful social media engagements.
The Social Media Academy is based in Palo Alto, California with representation in Europe and Australia. For more information visit http://smacad.com