Social Media Boot Camp
Key concepts for effective social media engagement
  Are you ready to learn the ins and outs of Twitter, Facebook, YouTube, Flickr, Blogging, Podcasting, search engine optimization and other social media? Get a comprehensive overview of social media communications through easy-to-follow, step-by-step exercises designed to give digital immigrants hands on experience using new media and social media tools and services, and help intermediate users develop a more startegic understanding of how to apply these channels to organizational communications, marketing, public realtions, public affairs and corporate communications.. Check the calendar for upcoming public sessions. Call (310) 455-4000 to inquire about private sessions or tweet me @ericschwartzman. You'll learn:
DAY ONE AGENDA 1. Introduction to Online Communications A. Kicking the Mainstream Media Relations Habit: Reinventing PR with Clicks Instead of Clips B. Integrating Social Media and New Media into Organizational Communications C. How Social Networks and Status Updates Displaced the Mainstream News Media D. Listening and Engaging through Keywords and Filters E. Reputation Management through Social Media Engagement Morning Break 2. New Rules of Engagement A. Customer Service as the New PR and Being Nice as a Communications Strategy B. Online Community Engagement: Sending People Away & Stepping up to the Water Cooler C. Social Media Strategy: Demographics, Adoption and the Concept of Edgework D. Social Media Policies: People, Processes and Technology E. ROI Of Trust: What is the Value of Being Trustworthy? Lunch 3. Email, Online Newsrooms and Blogs A. Email: Links vs. Attachments, Risks and List Synchronization B. Websites, Online Newsrooms and Blogs as Home Base C. Online Newsrooms Replace Press Kits: Design, Socialization and Crisis Communications D. Blogs: Design, Anatomy, Blogger Relations and Case Studies E. Build an Online News and Social Media Monitoring Dashboard with RSS Afternoon Break 4. Twitter A. Introduction to Micro Blogging: Twitter 101 B. Twitter as an Early Warning System: Crowd Sourcing and Trending Topics C. Anatomy of Twitter: Tweets, @replies, DMs, Favorites, Followers, ReTweets, Twitter Clients and Apps D. Community Building: Determining the Influence of Twitter Users, Who to Follow and Getting Followers E. Twitter's Value Proposition: Business Value of Real-Time Search DAY TWO AGENDA 5. Search Engine Optimization A. Basic Principles: SEO vs. SEM, Citation Indexing and Tracking Inbound Links B. Using SEO Basics to Determine Blogger Influence in 3 Steps C. Writing for Search Engines: Keyword Discovery, Keyword Validation and Quality vs. Quantity D. Meta Data: Browser Page Titles, Meta Descriptions, Meta Keywords and Risks of Content as Meta Data E. SEO for Press Releases, Online Newsrooms, JPEGs, Podcasts, PDFs and Flash Websites Morning Break 6. Blogging in Practice A. Exercise One: Launch a Blog, Hyperlink Anchor Text and Create a Bulleted List B. Exercise Two: Find and Add Relevant, Royalty-Free Photos for any Blog Post C. Exercise Three: Embed a YouTube Video in a Blog Post D. Exercise Four: Change the Layout of Your Blog with Google Gadgets E. Exercise Five: Display a Custom, Edited Newsfeed in Your Blog Sidebar with a Third-Party Widget Lunch Break 6. Beyond Words and Pictures: Online Audio and Video A. Distributing Audio and Video Online: Webcasts, Downloads and Podcasts B. Podcasting: Global Reach, Frequency, Production, Distribution and Promotion D. Audio Podcast Case Studies: Disney, IBM, Purina, Virgin Airlines and Starbucks C. Online Video: U.S. Reach, Frequency, Production, Distribution and Case Studies E. Strategic Recap: Mapping Objectives to Distribution Modes Afternoon Break 7. Social Networking A. Social Networking 101: Geography, Adoption Rates by Brand, Popular Behavior and Anatomy B. How Facebook Beat MySpace at the Social Networking Game C. Object-Oriented and White Label Social Networks D. Case Study: SAP’s Profitable, B2B Social Network E. Social Networking: Value Proposition, Strategy and Staffing Considerations This seminar is best offered in a Wi-Fi environment. Attendees can bring their own laptop computers and follow along through a series of exercises using popular online social media tools and services. Learn the basics of keyword discovery and use your keywords to set up a new media monitoring dashboard. Launch your own blog, set up and integrate a Flickr account, embed YouTube video clips, learn to install third party widgets and use your RSS feed to populate a Twitter, Facebook and Linkedin account. And get practical knowledge on how to leverage these tools strategically for organizational communications. Instructor Eric Schwartzman has taught this seminar all over the world to literally thousands of public relations, corporate communications and marketing professionals from the commercial, government and nonprofit sectors. He hosts the award-winning PR podcast "On the Record.Online" and has consulted on social media strategy for Johnson & Johnson, City National Bank, Toyota, UCLA, AARP and others. Call (310) 455-4000 to inquire about private sessions or tweet me @ericschwartzman. |
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