Social Media for the Enterprise Training Courses

Enterprise Social Media Training: Course Description

Maryland, Virginia, Washington DC, Virtually Online Live & On-Site

This training course will help students become familiar with all social media tools to help them to market, communicate with and grow their audience for their business. Students will learn to optimize every platform to the greatest advantage of their organization to get real results.

All of our certification training classes are available at our Adobe Authorized training facility in Columbia, MD (convenient to Baltimore & Washington D.C.) or virtually online live from anywhere.

Who Should Attend Social Media for the Enterprise?

People who have the ability to work in a PC and/or Mac OS environment.

Prerequisites

We recommend that students should be comfortable using a mouse, opening and saving files, and the general operations of computers.

What You Will Learn in Social Media for the Enterprise

-What is social media?
-How it all started
-Success and failure
-Tool overview
-Why social media?
-What’s in it for me?
-Create buy-in
-TweetDeck
-Evernote
-Security
-How to use social media
-Four marketing approaches
-Measurement, refinement and improvement

Enterprise Social Media Training: Course Outline

I. UNDERSTANDING THE MARKETING ROUND AND DEVELOP YOUR STRATEGY 

1. Marketing in the Round
Integration and the Marketing Round
Breaking Down the Silos
CEO COmmunication
Creating the Marketing Round
The Dashboard
Bringing It All Together
Excercises
Developing the Vision
Creating the SMARTER Goals
Building the Dashboard

2. Know All the Tools
The Forms of Media
Paid Media
Earned Media
Owned Media
Examples of the Forms of Media
Pros and Cons of Each Media
Paid Media
Earned Media
Owned Media
Taking It One Step at a Time
Crawl
Walk
Run
Fly
Exercises

3. Understanding Stakeholders and the Competitive Landscape
Branding and Its Role in the Marketing Round
Listening and Research First
Competitive Analysis
Strengths, Weaknesses, Opportunities, and Threats Report
Testing the Waters
Exercises

II. FOUR MARKETING ROUND APPROACHES

 4. Marketing: Tools, Tactics, Sequencing, and Timing
The Four Approaches to Choosing Tactics
Direct Community Interaction with Stakeholders
Top-Down Influence Approaches
The Groundwell
Flanking Techniques
Weigh the Whole Market Situation
Read the Tea Leaves
Consider More Than One Tactic
Reacting Versus Responding to Competition
Seize First Place
The Element of Surprise
Measured Expenditure Matters
Exercises
Which Approach Is Right for My Company?
Seizing First Place
Surprise

5. When to Go Direct
Benefits of the Direct Approach
Direct Mail
Email
Social Media
Mobile
Events
Risks of the Direct Approach
Direct Mail
Email
Social Media
Mobile
Events
Determining Your Direct Approach
Build or Buy the List
Exercises
Becoming Direct
Checklist of Hidden Costs
Copywriting for Direct

6. The Top-Down Approach
Benefits of the Top-Down Approach
Events
Media Relations
Public Relations
Advertising
Influencers
Risks of the Top-Down Approach
Events
Media Relations
Public Relations
Advertising
Influencers
Determining Your Top-Down Approach
Exercises
Getting to the Yes

7. The Groundswell Approach
Brand Monitoring
Word-of-the-Mouth Marketing
Brand AmbassadorsCommunities
Content Marketing
User-Generated Content
Crowdsourcing
Social Media
Risks of the Groundswell Approach
Brand Monitoring
Word-of-the-Mouth Marketing
Brand Ambassadors
Communities
Content Marketing
User-Generated Content
Crowdsourcing
Social Media
Exercises
Monitoring Program
Determining Groundswell Tactics

8. When to Deploy Flanking Techniques
Benefits of Flanking Approaches
Advertising
Guerrilla Marketing
Event Marketing and Networking
Trickle-Up Media Relations
Risks of Flanking Approaches
Advertising
Guerrilla Marketing
Event Marketing Networking
Trickle-Up Media Relations
Determining Your Flank Approach
Exercises
Media Planning

9. Integration
Horizontal Integration
Vertical Integration
Internal Integration
External Integration
Data Integration
Marketing in the Round
Mapping to Resources
Determining Approaches and Tactics
Email Marketing
Content Marketing
Search Engine Optimization
Search Engine Marketing
Tips for a Unified Brand
Exercises Mapping Resources
Determining Approaches and Tactics
Create a Unified Brand

10. Plan the Entire Tactical Effort
Master Your Calendar
Understanding the Resources at Play
Timing: Which Tactics Should Lead
Sequencing and Weaving
Visualizing the Comprehensive Multichannel
Campaign
Seizing the Lead|
Adding Diagnostic Measurement to the Plan
Exercises

11. Measure Results to Dollar and Cents
Create Benchmarks and Develop a Dashboard
Making Decisions
Exercises
Develop the Benchmarks
Build the Dashboard

12. Respect and Anticipate Community and Competition
Measurement as a Diagnostic
When the Customer Rises
Respect Your Competitors
When to Respond to the Competition
Staying Sharp
Exercises
Media Behavior Dashboard
Monitoring Competition

 

Disclaimer:

All course objectives and outlines are a guide for students.  To ensure student satisfaction, these course topics and order may be modified or added to ensure the latest information is covered to support real world use of the technology.

We have instructors ready to teach this class, but we do not currently offer it on our open enrollment schedule. If you are interested in this class, please fill out the form below and we will contact you shortly about your training options!