The Social Lights® | CMTP Summer 2013 In Review
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The Social Lights® | CMTP Summer 2013 In Review

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We developed The Social Lights® Community Manager Training Program to groom the next generation of marketers for coveted social media positions at top client companies. Using our proprietary ...

We developed The Social Lights® Community Manager Training Program to groom the next generation of marketers for coveted social media positions at top client companies. Using our proprietary curriculum, we equip trainees with the knowledge and tools to confidently act as the eyes, ears and voice of a brand, and excel as social media Community Managers.

We selected 16 Program Participants with degrees from 11 different colleges and universities to join us in Minneapolis, MN during Summer 2013 for a 6-week accelerated Community Manager Training Program.

This deck provides a glimpse behind-the-scenes...

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    The Social Lights® | CMTP Summer 2013 In Review The Social Lights® | CMTP Summer 2013 In Review Presentation Transcript

    • 1 | The Social Lights® Training Program Guide The Social Lights ® Community Manager Training Program Summer 2013 Review Summer 2013 In Review
    • 2 | The Social Lights® Training Program Guide and social opportunities spanning a variety of industries and tasks. Participants learned the best ways to align strategy, create content, develop creative, manage multiple platforms and pages at once, and measure the success of their efforts. There is no other course like The Social Lights® Community Manager Training Program that provides in-depth, in-person, comprehensive training in the burgeoning field of social media and digital communications. We are extremely excited to offer additional Social Media Training Programs and Workshops, and groom the next generation of leaders for social media positions. Emily Pritchard and Martha McCarthy Founders of The Social Lights® The Social Lights® is proud to have hosted the world’s first Community Manager Training Program—an accelerated management training curriculum designed to groom the next generation of leaders for coveted social media positions at Fortune 500 companies. Our practical, hands-on program provided trainees not only the knowledge needed to assume responsible roles in social media marketing for organizations, but with the skills required to make sound decisions and set strategic priorities for corporate brands in an ever-changing online marketplace. The Social Lights’ Community Managers are trained to route questions to appropriate teams, seek out answers, and make sure community members feel engaged in brand discussions— identifying brand opportunities and spotting threats before they escalate into damaging crises. Our Summer 2013 Community Manager Training Program was in the classroom, online, and out in the field. It blended real client projects with industry speakers, relevant case studies, Welcome
    • 3 | The Social Lights® Training Program Guide Emily Pritchard and Martha McCarthy founded The Social Lights LLC in January 2011 to help client companies connect with their audiences online. While we remain a boutique agency, we hold strategic partnerships with some of the industry’s brightest creative and technology partners. From web design to videography to Facebook apps, we integrate the pieces in one master digital marketing strategy, ensuring everything works together to deliver the highest ROI. To date, we’ve helped over 35 companies (ranging from startups to Fortune 100 companies), craft their social media strategy in a way that leaves a lasting brand impression on their loyal fans and followers. The Social Lights’ robust growth is organically fueled by long-term clients and partners that continually recommend our work. About The Social Lights We manage social media strategy and day-to-day community management for a variety of clients spanning a wide range of industries. In doing so, we’ve learned a great deal about what it takes to be a strong Community Manager, and the strategies that work best given the industry, audience, and business goals of the client. While there are hundreds of social media jobs posted each day across the country, the majority of applicants have no formal training and limited experience. Using our social media knowledge, experience, and passion for this flourishing field of communications, we’ve developed The Social Lights® Community Manager Training Program to provide social media training and experience to qualified candidates.
    • 4 | The Social Lights® Training Program Guide 16Community Managers 5 Focus Areas 12MODULES 6WEEKS The program is organized by The Social Lights LLC, a social media and digital marketing agency based in Minneapolis, MN. The Social Lights® provides top quality social media training and talent placement; and there’s no other program like it. One Jam-Packed Summer.
    • 5 | The Social Lights® Training Program Guide Program Overview Social is the future. We’re here to invest in your future and the future of social for some of the biggest, most progressive, most creative clients across the country. We developed The Social Lights® Community Manager Training Program to groom the next generation of marketers for coveted social media positions at top client companies. Using our proprietary curriculum, we equip trainees with the knowledge and tools to confidently act as the eyes, ears and voice of a brand, and excel as social media Community Managers. Our training blends real client projects with industry speakers, relevant case studies, and competitive social media challenges. Participants learn to align strategy, create content, develop creative, manage multiple platforms and pages at once, and measure the success of their efforts. We selected 16 Program Participants with degrees from 11 different colleges and universi- ties to join us in Minneapolis, MN during Summer 2013 for a 6-week accelerated Community Manager Training Program.
    • 6 | The Social Lights® Training Program Guide 5 Focus Areas of Community Management Analytics: Report. Track. Measure. Creative Assets: Development of Photos, Graphics, Branding Components. Content: Development of Editorial and Copy. Strategy: Goal-Setting. Foundation. Framework. Management: Schedule. Monitor. Listen. Engage. The Social Lights® Community Manager Training Program is a blended course based on:
    • 7 | The Social Lights® Training Program Guide Framework/Modules The program contains 12 modules that build upon the essential skills necessary to confidently act as the eyes, ears, and voice of a brand and serve as a liaison between the brand and the people. Content Strategy Creative Asset DevelopmentContent Development Cross-Channel Content Creation, Curation, Optimization Listening 2 3 4 1 Community Management: A Varied Role 5 6 7 8 9 10 11 12 Engagement Crisis Management Analytics Integrated Strategies Business Professionalism The Ultimate Challenge!
    • 8 | The Social Lights® Training Program Guide Community Management: A Varied Role This panel discussion event was the first of a series of invite-only social media events sponsored by The Social Lights® to bring together a community of Community Managers in the Twin Cities. This was not a typical panel discussion, rather a talk show format with a laid-back and conversational vibe. It’s like The View over cocktail hour: peers passionately discussing (and sometimes disagree- ing) about their craft. The goal of the conversation was to both have answers about what has worked in the past as well as questions about strategy and tactics for the future. Fun, right?!
    • 9 | The Social Lights® Training Program Guide The Social Lights® Community Manager Training Class of 2013 learned about the importance of strategy from Co-founder and CEO of MakeMatter, Paul Isakson, and digital strategists Patty Radford Henderson and Betsey Kershaw. Isakson educated the class on understanding your brand’s and community’s identity—emphasizing the importance of sharing stories that are relevant to both. Kershaw and Henderson explained the process of creating editorial and content strategies that engage viewers and yield results. 2 Strategy: Goal-Setting. Foundation. Framework.
    • 10 | The Social Lights® Training Program Guide 3 The Social Lights® brought in two industry leaders to cover content creation and optimization. Author of Optimize, CEO of TopRank Marketing, and content/SEO specialist Lee Odden provided words of wisdom to The Social Lights® Community Manager tainees in a presentation that emphasized the importance of storytelling in content creation and search engine optimization. His presentation to the CMTP class spoke volumes as he explained the value of engaging content versus keyword use in SEO. ACH Communications Principal and Digital PR Consultant Arik Hanson gave an insightful and well-received presentation to the class outlining the ins and outs of creating favorable content for social media. In a slideshow titled “Likeable Content: How to Create Social Media Content that Gets Clicks,” Hanson offered students 32 actionable tips to master content creation. Content: Development of Editorial and Copy.
    • 11 | The Social Lights® Training Program Guide Creative Assets: Development of Photos, Graphics, Branding Components. Before creating assets for their client companies the class was challenged to create assets that depict themselves. The CMTP class was given a challenge to create assets that reflect their personal brand.
    • 12 | The Social Lights® Training Program Guide Management: Schedule. Monitor. Listen. “Cultural Intelligence: Translating the Consumer Market with Trends” was an informative and engaging presentation given to The Social Lights® Community Manager Training Program class by Mary Meehan, co-founder & CEO of consumer research company Panoramix Global. Students learned the difference between values and trend: Values are the core relationship between the consumer and brand and drive consumer behavior; while trends signify consumer demand and desire. The difference between fads and trends was also discussed, with Meehan explaining that certain products’ novelty wears off quickly (fads) while others exponentially grow in popularity and demand (trends). Ultimately, students learned what makes for a successful brand to have staying power.
    • 13 | The Social Lights® Training Program Guide Analytics: Report. Track. Measure. Digital and social media strategist Catherine Engel knows her way around analytics and reporting, so lucky for The Social Lights® CMTP class, she offered plenty of wisdom on the topic. Engel’s presenta- tion aimed to give students an understanding of the role of analytics for digital and social media, as well as types of metrics and how to collect data. A strategic planning, content creation, and analysis pro –among other specialties–she noted that analytics are a major component of her day-to-day activities.
    • 14 | The Social Lights® Training Program Guide Nada Worry Created in 2012 as a vehicle for passions, Nada Worry is the premiere lifestyle brand for action sports and adventure travelers who dare to be free. Drawing inspiration from various genres of music and cultures across the globe, Nada Worry represents the positive movements of life. The company is a strong advocate of the local action sport scene and supports their efforts by organizing, sponsoring and promoting events, athletes, and thrill seekers. Goodwill/Easter Seals MN Goodwill/Easter Seals Minnesota assists people with barriers to education, employment and independence in achieving their goals. Most millennials are familiar with Goodwill retail stores, but don’t necessarily think of Goodwill for Halloween costume shopping. Halloween at Goodwill is similar to Christmas at national retailers: It provides a short, seasonal opportunity to drive store traffic and sales, both by veteran and new Goodwill shoppers. It is also an opportunity to introduce Goodwill to new segments of the shopping audience, including young adults and non-thrift shoppers. CMTP Ultimate Challenge Company Descriptions ClotIt Protégé Biomedical is a start-up medical device company with a unique line of hemostatic devices developed to rapidly stop bleeding in human and animal wounds. ClotIt® is Protégé Biomedical’s first product, which will launch this summer online and in pet stores and veterinary clinics. Immaculate Baking Immaculate Baking is best known for its delicious refrigerated baking dough and colorful American folk art packaging. With a fun variety of products, Immaculate Baking offers goodies made with high-quality organic and natural ingredients. Its mission is to Bake Well, Be Creative, Have Fun, and Give Back. General Mills recently acquired Immaculate Baking and is now developing plans to expand the brand nationally.
    • 15 | The Social Lights® Training Program Guide Our Goal: Equip these highly talented individuals with the skills to become full-time social media Community Managers.
    • 16 | The Social Lights® Training Program Guide Hiring Social Media Talent? The Social Lights® will work as a strategic partner with your company and build the right social media team to execute ongoing social media strategy and community management. Talent will be selected based on the appropriate mix of experience; both social media and digital marketing experience, and industry experience. You won’t just get the team that’s available. With The Social Lights® you get the A-team, built specifically for you. Additionally, you won’t have to worry about this team being a separate entity than your brand, because our approach is to fully immerse Community Manager(s) in the brand to get a 360-degree view of what’s going on at your company. This hybrid approach puts the Community Manager(s) in-house without the in-house headaches. Forget about the laborious cycle of recruiting, hiring, training, managing, and adding another employee to the payroll/benefit plans. The talent will remain employees of The Social Lights, LLC. In doing so, The Social Lights will support employee management, ongoing training, overall social media strategy, etc. You get the power of an agency when it’s needed, with the convenience of an in-house team to act as the eyes, ears and voice of your brand. By working with The Social Lights® , companies can source social media talent more quickly and cost-effectively, determine which online channels provide the best results, and optimize their digital marketing operations.
    • 17 | The Social Lights® Training Program Guide www.thesocial-lights.com
    • 18 | The Social Lights® Training Program Guide