Beginners should check out
Social Media 101
June 23 - July 25, 2014An Interactive Boot Camp


Join the sessions live Monday through Friday at 2pm ET or catch the recordings in the archives. Every day you'll hear from two speakers who will address a specific aspect of social media marketing. Contact us with any questions.

Day 1: Monday, June 23, 2014

2:00 pm - 3:00 pm Social Media Marketing and Your Overall StrategySocial media can transform the way you communicate and have conversations with your audience, but you cannot do it in a vacuum. Instead, you should think of how to use social media channels within a larger, integrated marketing strategy such as email, web, and events. In this session led by Orli LeWinter, VP of Social and Strategy Marketing at 360i, learn how to audit your existing marketing plan and integrate social media in service of your objectives. Hone in on your target audience, set your goals, and learn which social media strategies are complementary to those goals. Identify spaces where you can implement new social media programs. Determine whether you need to reconsider the organization of your marketing resources and operations, and how it fits in with your overall business.
  • Orli LeWinter VP, Strategy/Social Marketing
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3:00 pm - 4:00 pm Social Marketology: A Process Framework for Social Media Marketing Even for professionals that eat, drink, and sleep social media marketing, it can be easy to become overwhelmed by the unceasing changes. In this session, Ric Dragon, CEO and Co-founder of DragonSearch, will present a whole-system approach to planning a social media strategy. This presentation will provide an overview of a social media marketing framework that will start with desired outcomes planning. We'll look at brand voice and personality, micro-segmentation, community research, influencer outreach, and of course how to develop your social media action plan.
  • Ric Dragon CEO,
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Day 2: Tuesday, June 24, 2014

2:00 pm - 3:00 pm Understanding Social Media Metrics and KPIs As companies work hard to win the hearts, minds and wallets of consumers, linking social media to ROI continues to be at the center of many heavy discussions. The fact is, we live in a data driven, customer focused world where social media abounds! In this session, Bansi Patel, Digital Analytics Lead at Society Consulting, will walk through the steps needed to kick off your social media insights program using a few of her favorite tools, tips and tricks. You'll learn how to use social media monitoring to track marketing effectiveness, brand mentions, and competitor analysis by measuring insightful and actionable KPIs and metrics. By the end, you should be able to walk away with a good understanding of how to use these tools, KPIs and metrics to compile a valuable social media analytics scorecard and insights for your brand.
  • Bansi Patel Digital Analytics Lead
    Society Consulting
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3:00 pm - 4:00 pm Content Strategy: Building Across Different Platforms To communicate well with your audience, you need the right content. In this session,led by Tina Kelleher, Content Marketing and Social Media Marketing Manager at Microsoft, learn the steps to making content a strategic component of your business. Develop a plan to create and distribute content. Once you’ve established your business goals, learn how to use research to frame your content narrative. This can include a content audit, workflow review, stakeholder and user interviews, and keyword research. Create an editorial calendar and establish a workflow. Map out your content to specific channels and establish a distribution strategy. Determine appropriate metrics and benchmarks, and know when and whether you need to support your organic content with paid reach.
  • Tina Kelleher Content Marketing/ Social Media Marketing,
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Day 3: Wednesday, June 25, 2014

2:00 pm - 3:00 pm Content Operations: How to Manage Your Content as a Publisher Having a content strategy is not enough if you don’t have a structure in place that answers the question of how your content should be managed and published. In this session, join Jason Moriber, Executive Director at Verizon Wireless, for a discussion on how to operationalize your content. Whether you're the sole person handling your company's social media or you're part of a larger team, understand the roles that need to be fulfilled in order to best govern, organize, and deliver your content. Through a comprehensive understanding of content life cycles, you'll establish a workflow that works most effectivey for your brand or business.
  • Jason Moriber Executive Director,
    Verizon Wireless
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3:00 pm - 4:00 pm Digital Storytelling at GE In this session, Katrina Craigwell, Global Manager of Digital Marketing at GE, explains how the brand uses content to achieve an array of goals. This includes increasing awareness of their projects, supporting young talent at the company, and driving interest among potential future stakeholders. With these goals in mind, see how GE targets, sets objectives, and designs their strategy. Learn what platforms have worked best for them in their campaigns and the metrics they use to measure success.
  • Katrina Craigwell Global Manager, Digital Marketing
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Day 4: Thursday, June 26, 2014

2:00 pm - 3:00 pm How Social Listening Informs Future Content: Engagment, Influencers, Brand Advocates, and Community Management Social media can be defined as people having conversations, and to have a strong strategy you need to pay attention to what they're saying. In this session, Kelly Ferraro, Market Director at Spredfast, will discuss the importance of social listening and how you can best be responsive to your audience and potential customers. Learn how social media has shifted networks and changed the way conversation is being powered, and how you can work through all the potential noise to reach the people you want. Develop a strategy to monitor, engage, and manage your community, and the tools and techniques that can help you achieve that.
  • Kelly Ferraro Market Director
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3:00 pm - 4:00 pm Brand Voice Creation In this session, Jacquelyn Schroder, Account Manager at Digital Surgeons, for an in-depth look at brand voice. Learn why your company needs one and how to make it consistent and recognizable. Understand the different elements that go into creating a brand voice, including your target audience, brand personalities and personas and sacred words. Learn tactics on how to get your team on board and strategizing with them. And finally, once you’ve created a brand voice, know the next steps for implementing it.
  • Jacquelyn Schroder Account Manager,
    Digital Surgeons
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Day 5: Friday, June 27, 2014

2:00 pm - 3:00 pm Emerging Mobile CX. Why Apps and SMS are the Future ECommerce and CRM Platform In 2014 mobile mobile devices accounted for 55% of internet usage in the United States. In addition, apps made up 47% of internet traffic while 8% of traffic came from mobile browsers. As a result , we need to be prepared as marketers for having a conversation beyond "devices" and truly about "services." In this session, Geoffrey Colon, head of social media at Bing Ads / Microsoft will answer a variety of topics, including what experiences you brand creates that can be adopted by customers across a variety of devices including mobile. When do you move ahead in developing a stand alone app which provides a service and that you can monetize? How is user behavior including search and sharing different on a mobile device than on a PC? How do you take advantage of contextual local targeting on a mobile not possible in a desktop social world? How does the acquisition of WhatsApp by Facebook and the rising popularity of Snapchat change how we think about marketing in this new era? And finally, he'll discuss the six areas to pay attention to when developing your mobile customer experience strategy, including responsive website design, monetization of mobile apps, mobile coupons, location based services, mobile campaigns and ads, and user generated content in the mobile world.
  • Geoffrey Colon Group Marketing Manager, Social Media
    Bing Ads
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3:00 pm - 3:30 pm Creating and Developing Your Social Media Strategy Presentation Now that you've learned what goes into developing and implementing a social media strategy, it's time for you to create yours. In this session, Stephanie Fuller, Senior Social Strategist at R/GA, will walk you through the different components that go into an effective presentation. Whether you're designing a strategy to show your managers or to add to your portfolio, know what the most vital and compelling content is and the best way to organize it. Carefully map out your metrics, plot your timeline, and check-in points. Using a slide template, she'll explain how strategy presentations will differ based on your particular business and goals.
  • Stephanie Fuller Sr. Social Strategist,
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Pre-recorded Webinars

Pinterest Marketing Daniel Maloney, CEO and Co-Founder of Tailwind, a platform focused solely on Pinterest analytics, will dive into a in-depth discussion on how to best utilize this image driven platform for social media success. With over 70 million users and 2.5 billion page views a month, understand the content that works best, how to engage and grow your audience, and the metrics to evaluate your efforts.
  • Daniel Maloney CEO and Co-founder,
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Facebook Marketing Tune into Cindy Ratzlaff, founder of Brand New Brand You, for a comprehensive discussion on growing your business through Facebook business pages Use specific tips and strategies when setting up your cover photo and crafting your call to action. Determine the best ways to use and integrate apps for contests, giveaways, and other promotions. Create a content calendar, and know what and when you should post. Get a behind the scenes look at how to successfully run advertising campaigns on Facebook, and get a strong return on your investment.
  • Cindy Ratzlaff Founder,
    Brand New Brand You
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