Laredo Group: Intelligent Social Media Marketing - Connecting and Engaging Consumers and Businesses in New Ways

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Intelligent Social Media Marketing — A Specialty Course
Connecting and Engaging Consumers and Businesses in New Ways

Laredo Group Course Completion Certificate Social Media This course will provide attendees with the practical knowledge and insights needed to successfully plan, implement, manage and measure social media marketing efforts. Learn how to appropriately align your social media efforts with your business objectives. Understand how to navigate the tools and platforms, assign responsibilities within your organization and drive your company’s presence and participation in the social media ecosystem.

Social media represents one of the most significant changes in consumer media behavior in history, resulting in fundamental shifts in the way marketers communicate and interact with consumers. This course provides the practical knowledge and insights required to establish objectives and strategies, properly select the social media platforms to engage consumers, and monitor and measure the results of these efforts.

You will learn about the multi-disciplinary implications and how to manage a successful social media presence for your organization, as well as techniques for gaining executive and client buy-in to achieve your goals. The course will review how to use necessary tools and services for gaining valuable insights about how consumers feel about and respond to your brand, your competitors’ brands, and your category. You will also learn how to apply and share these important insights with marketing, sales, PR, customer support and other departments and stakeholders.

This is a must-attend course for agencies and marketers. Whether already involved in or just starting to investigate the opportunities and the power of social media, you will gain the knowledge and expertise to be able to assess your internal capabilities as well as develop and manage successful social media marketing efforts.

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	Who Should Attend, Agenda, Learning Objectives and Course Outline

Who Should Attend

Marketers

VP of Marketing
Marketing Directors
Marketing Managers
Business Development Staff
Editorial Staff
Media Buyers
Research and Consumer Insights Staff
Online Marketing Directors
PR Directors
PR Support Staff
Customer Service Directors
Community Managers

Agencies

Account Managers
Creative Directors
Creative Services Team
Digital Media Directors
Media Planners
PR Team
Research Team
Community Managers

Agenda for All Courses (details subject to change)

8:30 - 9:00AM	Sign-In/Continental Breakfast
9:00 - 9:15AM	Welcome and Opening Remarks
9:15 - 10:15AM	Morning Session
10:15 - 10:30AM	Morning Break/Refreshments
10:30 - 12:00PM	Morning Session Continued
12:00 - 12:45PM	Luncheon Served
12:45 - 2:00PM	Afternoon Session
2:00 - 2:15PM	Early Afternoon Break/Refreshments
2:15 - 3:15PM	Afternoon Session Continued
3:15 - 3:30PM	Afternoon Break/Refreshments
3:30 - 4:20PM	Afternoon Session Continued
4:20 - 4:30PM	Wrap-Up/Q&A

Learning Objectives

Describe the social media ecosystem

Define social media
Describe the attributes of social media
Identify the leading and fastest growing social platforms

Identify the new roles and responsibilities required to manage social media

Specify the point at which a dedicated social media/community manager is required
Describe the different disciplines that need to interface with a social media/community manager
Identify some of the skills required for a social media/community manager

Define the main objectives of social media marketing

Specify the four main objectives of social media
Compare how you would recommend specific social platforms based on objectives

Identify the methods of monitoring the social media ecosystem

Define the tools and resources used for monitoring
Compare the features of free versus paid tools
Know how to track your brand, your competitors and your category
Specify how to develop rules of engagement

Differentiate between advertising and marketing opportunities in social media

Compare the differences in approach between advertising and marketing in social media
Define the measurement approach for advertising within social media
Identify how you can leverage the social graph

Describe how to measure your social media efforts

Define social media ROI
Compare direct versus indirect measurement

Course Outline
Social Media and Its Impact on the Evolving Media Landscape Review the evolution of Web2.0 and social media Define social media Learn how all digital media is becoming social media Understand the power of the collective experience Implications for Marketers - Why Is Social Media So Important? Review how social media reflects your brand Marketers’ reaction and acceptance to the era of conversation and participation Importance of reputation management and damage control How your brand is evolving with or without your involvement Distributing consumer experiences across social channels Examples of the good, the bad and the very ugly Define how social media affects multiple marketing and business disciplines Learn how social media ties into search Understanding the importance of content Importance of creating new corporate priorities: authenticity and transparency Learn about new roles, responsibilities and positions Passing a point of no return Stepping outside of your historic comfort zone Establishing rules of engagement for social media marketers Adapting existing social behaviors to new platforms Develop Social Media Objectives and Strategies Review the social media marketing process Steps to participating in the “conversation” Implementing a solid process for success Steps to defining clear objectives Develop a strategy specifically for your business and objectives Understand the different ways that consumers participate Learn about different ways to build and participate in the community Social Media Channels Review of the various social media platforms and purposes Define what each channel means to your brand Learn about the social graph and data portability Social Media Monitoring Review how to monitor social activity and conversation What consumers are saying about your brand, your competitors and your category Capabilities of social media monitoring tools Overview of the tools and the players Define and identify the influencers Understand how to apply the data and learnings gathered from monitoring Measurement and Metrics Review what can be measured and what cannot Collecting data from multiple sources Measurement based on objectives Define direct and indirect metrics Learn how to calculate ROI Understand the expenses relating to social marketing management Calculate ROI is not always straightforward Sort out the “black and white” amid the “gray” Back to Top	Social Networks Review of the social network market Scale: dissecting the market leaders Highlight the trends and fastest growing platforms Define opportunities within leading networks Facebook and MySpace How to become part of the experience How to maintain authenticity of marketers’ presence Learn the differences between marketing versus advertising opportunities What marketing or advertising within social networks means to your brand Widgets and Applications Review of the widget/application universe What are widgets and apps How big is the market and future trends Different types of widgets and apps Advertising in widgets and apps Describe different methods of distribution Paid versus organic Learn how widgets bring experiences to consumers Shifting importance from web-based destinations to distributed experiences Blogs and Bloggers Examine why blogs matter to marketers The state of the blogosphere Review blog structure and elements Movement of blogging to mainstream media Define what people are blogging about and why Is blogging right for you? Advertising on blogs Learn how blogger outreach programs can help influence the influencers Managing a new type of PR Ways to work with bloggers Micro Blogging Review the evolution and trends of micro-blogging What is micro-blogging? The players: Twitter and beyond Lack of rules, no lack of etiquette Define the unique benefits to consumers and marketers The power of multi-platform Living in the “now” generation Learn about the marketing applications of Twitter Various marketing and business objectives Required commitments to participate Word of Mouth and Viral Marketing Review of the power of word of mouth Define viral marketing Viral is an outcome not a marketing discipline Developing compelling content and assets Does buzz equal success? Learn about the most common pitfalls of trying too hard Wrap-up, Q&A Practicing social media: checklist of platforms to experience Review steps to establish your social media programs Highlight key industry associations, research, events, vendors

Tell A Friend or Associate About These Courses
All Laredo Group Courses are designed to enable students to immediately understand and engage in interactive digital media and marketing in its many forms. They are for all who need an understanding of Internet advertising best practices, ad programs, vocabulary, how ads are delivered and measured, how to differentiate and use branding versus direct response ads, and to understand the opportunities and limitations of what can be accomplished with online advertising and how this benefits advertisers. A limited number of students is allowed in each course, so each student can be assured of maximum interaction and learning and robust program presentation and curriculum, comprehensive manual and experienced instructors...in a setting that allows for greater interaction between instructors and students, providing more immediately relevant dialogue and information for each individual student. Note: All Laredo Group courses are updated and modified frequently to reflect the rapidly evolving and changing online advertising and media industry. All course outlines are therefore subject to change without notice.

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