Beginners should check out
Social Media 101
January 30 - March 6, 2014An Interactive Online Event

Agenda

Join the sessions live on Thursdays from 2:00 - 3:30 pm ET or catch the recordings in the archives whenever it's convenient for you. Every Thursday, you will hear from two speakers who will address a specific aspect of social media marketing. Session details will be posted soon. Throughout the week, you'll complete assignments and get one-on-one feedback from a homework advisor. Any questions? Contact us.



Week 1: Thursday, January 30, 2014
Building a Social Business

2:00 pm - 2:45 pm Establishing Your Brand's Social Identity Social media is fueled by conversations. Your business is either creating them, leading them or listening to them. As a result, before setting highly competitive expectations in the marketplace, it's critical to first solidify what value your business adds to the conversation and what audience does that message most authentically resonate with. In our opening keynote session, join Julian Mitchell, Social Media Director at Revolt TV, as he discusses the key elements for establishing a social identity for your business, the components to creating social content, and how to create a strategy that aligns with the shared values of your brand and audience.
  • Julian Mitchell Social Media Director
    Revolt TV
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2:45 pm - 3:30 pm How Listening Will Earn Your Brand More Money Than Talking Ever Will Companies have always struggled with how to listen at scale. Before social media, you could really listen to only one person at a time. Now, organizations can listen to hundreds, thousands and millions of people at once. Your prospects and customers are on Twitter, Facebook, LinkedIn and other social networks. It's your responsibility to find them, listen to them and engage with them. In this can't miss keynote session, Carrie Kerpen, CEO of Likeable Media, will share challenges and tips that focus on better listening that will help transform how you communicate with your clients, competitors, consumers and employees.
  • Carrie Kerpen CEO,
    Likeable Media
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Week 2: Thursday, February 6, 2014
Twitter Marketing

2:00 pm - 2:45 pm How to Use Twitter Like a Human In this session join Lauren Dugan, co-editor of AllTwitter, for a review of how to use Twitter for engagement, research, customer service, and promotion. You’ll learn how to optimize your Twitter account, including how to set up your profile so you're targeting the right audience, how to create a Tweet schedule so your account runs itself, and how to use Twitter to listen to what people are saying about you and your competitors.
  • Lauren Dugan Social Strategist
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2:45 pm - 3:30 pm Twitter Case Study: The Museum of Modern Art In this session, join Victor Samra, Digital Marketing Manager at MOMA, for a discussion on how the museum optimizes Twitter to market to the build, grow customers, and build engagement.
  • Victor Samra Digital Marketing Manager,
    Museum of Modern Art
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Week 3: Thursday, February 13, 2014
Facebook Marketing

2:00 pm - 2:45 pm Making Facebook Work For Your Brand Beyond personal networking, Facebook can be a powerful tool for brands, businesses and charities. In this session, Dana Griffin, Executive Director of Global Strategy and Client Services at Attention, will discuss the elements of successfully building your brand on Facebook. She will cover launch strategy, content and asset creation, cadence and audience development leading into how your Facebook presence impacts your brand’s SEO.  
  • Dana Griffin Executive Director,
    Attention
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2:45 pm - 3:30 pm All About Facebook Metrics In this session Helen Todd, CEO of Sociality Squared, will discuss Facebook metrics for fan pages and ads. First, we’ll take a look at Facebook insights for fan pages, including native and wall post insights. Learn about different aspects of running an ad campaign such as wall post boosted ads, native ad manager, power editor, and other tools. We’ll look at the metrics you should be aware of, what to do with them, and how much money you should spend.
  • Helen Todd CEO,
    Sociality Squared
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Week 4: Thursday, February 20, 2014
Content Strategy

2:00 pm - 2:45 pm Brand Channel Management Content strategy, simply put, is the process of getting the right content to the right user at the right time. In this session, Mandy Gresh, VP of Brand Channel Management at Big Fuel Communciations, will discuss how to target, segment, and measure your social strategy across multiple platforms. Learn about the creation, publication, and governance of useful content that is effective, compelling, and on-brand. Develop an editorial calendar and understand the KPIs you should look at when measuring success.
  • Mandy Gresh VP, Brand Channel Management
    Big Fuel
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2:45 pm - 3:30 pm Developing Your Content Strategy Join Kion Sanders, Digital Strategist at Edelman, as he explains how to approach the various aspects of content strategy, including research, planning and ideation. You'll leave with an understanding of how to apply this process to individual businesses and brands. Discovering who you should be targeting online as well as learning about digital behavioral patterns are key research components to content strategy. We’ll discuss this and how to flush out a plan and brainstorm creative ideas in great detail.
  • Kion Sanders Social Media Strategist,
    Edelman
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Week 5: Thursday, February 27, 2014
Planning and Building Engagement

2:00 pm - 2:45 pm Harnessing the Power of Your Fans and Brand Advocates In this session, join Tim McDonald, Director of Community at the Huffington Post, as he explains how to boost your brand through the power of your users. Learn the differences between an influencer and a brand advocate, and how you can use the latter to spread your word and grow your business.
  • Tim McDonald Director of Community,
    Huffington Post
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2:45 pm - 3:30 pm Social Media for Research and Community Activation In this session, we’ll unpack how to use social media to research on a new or existing audience, whether you’re developing a content strategy, targeting a marketing campaign, or going after a new customer base. We’ll unpack the type of language that promotes sharing and appeals to micro-communities, review how to identify influencers using Twitter lists, and discuss how to make use of smaller, anti-marketing spaces like Quora to anticipate needs. Plus, how to use Reddit to learn – not market.
  • Amanda Pacitti Learning Manager,
    Time Inc
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Week 6: Thursday, March 6, 2014
Community and Niche Platforms

2:00 pm - 2:45 pm Using Social Media for Community Building DoSomething.org is the country's largest not-for-profit for young people and social change with over 2.4 million members, and spearheads national campaigns so 13- to 25-year-olds can make an impact. In this session, join Naomi Hirabayashi, Chief Marketing Officer, to learn how the organization leverages social media to grow their member base, increase awareness, and successfully run campaigns.
  • Naomi Hirabayashi Chief Marketing Officer,
    DoSomething.org
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2:45 pm - 3:30 pm Emerging Image Driven Platforms In this session, join Grace Mangum, GM of Digital at Source Media, as she discusses advanced practices and tactics for emerging platforms like Pinterest, Instagram, and Tumblr. And understand why images are driving the future of social.
  • Grace Mangum GM, Digital
    Source Media
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