Program
Social Media Marketing Boot Camp is an online conference and workshop. Join the sessions live on Thursdays from 2:00 - 3:30 pm EST or catch the recordings in the archives whenever it's convenient for you.
Any questions? Contact us.
Summer 2012 Program
Week 1: Thursday, June 7, 2012
Setting the Strategic Groundwork: Social Media for Business
2:00 pm - 2:45 pm ET
Opening Keynote
Opening Keynote
Social Media as Business Collaboration
Social media success starts with people. Whether you’re managing a large organization or a small startup, you’ll want to begin by working with your colleagues and your customers to determine your mutual needs and potential benefits. In this keynote, Mark McDonald, co-author of The Social Organization: Use SM to Tap the Collective Genius of Your Customers and Employees, will explain how to use the power of collaboration to build and execute your own social media strategy.
2:45 pm - 3:30 pm ET
How-To Session
How-To Session
Creating and Sustaining a Social Business
It’s one thing to dream big about social media – it’s quite another to execute and support your strategy over time while aligning it with your business goals. In her role as IBM’s Vice President, Social Business Evangelism and Sales, Sandy Carter focuses on how businesses can create and support a social business agenda by choosing the right strategies and tools. Learn how to make your business more dynamic, collaborative, efficient and customer-driven from the author of Get Bold: Using Social Media to Create a New Type of Social Business.
Week 2: Thursday, June 14, 2012
Social Media as a Measurement and Listening Tool
2:00 pm - 2:45 pm ET
Guest Speaker
Guest Speaker
Social Audience Development: How to Find and Engage Followers
A key part of building your social media outreach starts with finding new audience members, engaging with them in meaningful ways, and retaining them. We’ll share case studies and methods for researching how your potential customers are using different platforms to help shape your approach.
2:45 pm - 3:30 pm ET
How-To Session
How-To Session
Incorporating Analytics and Social Media
One of the most exciting aspects of digital media is that almost everything related to user behavior is trackable. Analytics are crucial in refining your social media strategy over time so that you can constantly experiment and determine what works well at a given time with a given audience. Customer data can also be essential in making a business case for change. In this session, Gracey Newman, the digital marketing manager for VH1, will talk about how to use real-time data and analytics to inform content and distribution.
Week 3: Thursday, June 21, 2012
Facebook Marketing
2:00 pm - 2:45 pm ET
Guest Speaker
Guest Speaker
Facebook Pages: New Features for Marketers
Facebook Pages can be powerful tools for brand marketers. In this session, Brian Carter, author of the best-selling book Facebook Marketing: Leveraging Facebook's Features for Your Marketing Campaigns, will share the latest news and best practices about Facebook Pages and explain how marketers can take advantage of new and existing features. We’ll cover how to ensure your posts are visible, Sponsored Stories, finding out what kinds of posts your competitors are doing, how you can get more likes and comments, and how to track and optimize your posts to get more leads and sales.
2:45 pm - 3:30 pm ET
How-To Session
How-To Session
Gathering Data from Facebook Insights: How to Use Analysis to Guide Your Facebook Content
Big brands know the secrets of Facebook Pages – and after this session, you’ll know them too. We’ll use Facebook Insights to demystify Facebook data and help you understand when to post, how to boost engagement, how to attract and retain fans, and how to set and refine your data goals over time.
Week 4: Thursday, June 28, 2012
Twitter Marketing
2:00 pm - 2:45 pm ET
Establishing a Strong Brand Presence on Twitter
Twitter has become an essential communication tool for breaking news, public debate, political protest, popular culture, and business. It’s an easy to use tool for engagement, research, customer service, and promotion. What can Twitter do for your brand or company? Join social media and branding expert Amy Vernon for inspiration and education on how to make Twitter – and their recently launched brand pages – a focal point of your social media strategy.
2:45 pm - 3:30 pm ET
How-To Session
How-To Session
How to Use Twitter to Promote Your Company, Cause, or Personal Brand
Twitter is among the largest social networks on the web, so if you're not tweeting, you probably should be. Find out how companies can take advantage of Twitter's recently launched brand pages to connect with existing customers and build new relationships. The session explains the nuts and bolts of how to manage 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.
Week 5: Thursday, July 12, 2012
Working with Emerging Platforms
2:00 pm - 2:45 pm ET
How-To Session
How-To Session
How to Incorporate Other Platforms into Your Strategy: Pinterest, Tumblr, Foursquare, Instagram, Google+, and More
You’re already set up on Facebook and Twitter, but do you need to manage accounts on Pinterest, Tumblr, Foursquare, Instagram, and Google+, too? With so many social media platforms out there, it can be hard to cut through the noise and determine which platforms actually make sense for your brand or organization. We’ll take a look at how to evaluate the major platforms based on your social media goals and audience, discuss what type of content works best for each, and look at examples of the best brand presences across platforms.
2:45 pm - 3:30 pm ET
Guest Speaker
Guest Speaker
Putting the Pieces Together: Case Study of How The Today Show Uses Social Media Across Various Platforms
A well-designed social media strategy involves a multi-platform approach tailored to increase engagement and complement your overall company or brand goals. Learn how to make the most of social sharing in this case study with Jen Brown, the digital director for TODAY.com.
Week 6: Thursday, July 19, 2012
Executing Your Social Media Plan
2:00 pm - 2:45 pm ET
Social Media on a Budget: Executing Campaigns with Limited Resources
Regardless of whether you are a team of one or part of a larger organization, the resources, time, and budget you can devote to social media always have limits. With dozens of platforms demanding your time and money, it can be hard to feel like you’re making the most of your social media content. This session will cover proven tactics, drawn from the traditionally cash-strapped world of nonprofits, that you can adapt to your projects to maximize your efforts.
2:45 pm - 3:30 pm ET
Influencer Outreach and Social Curation
Identifying individuals in your audience with social influence and valuable content can be the key to understanding trends that shape what you do. Engaging with those individuals is an essential way to spread awareness and build community, especially when those influencers become advocates for your brand or organization. Find out how to connect with content curators, journalists, and experts in your field with Gregory Galant, founder of Sawhorse Media, the company behind The Shorty Awards and a suite of products to help discover who and what matters on the real-time Web including Muck Rack (the leading way to find journalists on social media) and Listorious.
Week 7: Thursday, July 26, 2012
Understanding Content and Search
2:00 pm - 2:45 pm ET
How-To Session
How-To Session
Content: How to Create and Manage Content Across Social and Multimedia Platforms
Learn how to strategically approach your content. We’ll discuss how to set up an editorial calendar, how to use dashboards and tools to schedule and manage your feeds, and how to publish your content across platforms including Twitter, Facebook, and YouTube.
2:45 pm - 3:30 pm ET
Guest Speaker
Guest Speaker
Outsmarting Social Media: Understanding the Convergence of Social Media Content and SEO
With the abundance of content and data from social media platforms, search engines can now customize search results based on friends and influencers in your social graph. In this session, we’ll look at the impact search has on social media marketing, and how SEO should factor into your content strategy.
Week 8: Thursday, August 2, 2012
Social Ads and Promotion
2:00 pm - 2:45 pm ET
Social Advertising: Reach New Audiences and Promote Your Brand on Facebook, Twitter, and LinkedIn
Facebook, Twitter, and LinkedIn offer self-serve ad platforms that can be cost-effective ways to grow your audience or customer base. We’ll look at the different options available to target your customers, fans, or readers and discuss how social advertising fits into your overall social media strategy
2:45 pm - 3:30 pm ET
Guest Speaker
Guest Speaker
How to Create a Brand Narrative with Social Media: A Case Study
In this session, we’ll take you behind the scenes with Michael Monello, a founding partner of Campfire, the marketing agency behind award-winning social media campaigns for leading brands including HBO, Discovery, Channel, and Snapple. He'll share examples from innovative campaigns to demonstrate how to create brand narratives and experiences using social media.
