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Smacad smm-intro-2011


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Smacad smm-intro-2011

  1. 1. Certified Social Media ManagerTraining Introduction<br />Axel Schultze<br />CEO Xeesm Corp<br />Social Media Academy Faculty<br />
  2. 2. Social Media Academy<br />Social Media Specific Business Education<br />Over 3,000 participants from 24 countries<br />Certified Social Media Strategist<br />Certified Social Media Manager<br />Corporate Social Media Education<br />
  3. 3. Social Media Career<br />Cap Gemini is hiring 1,000 consultants and expect social media experience, yet will let go others<br />Google is expecting social media engagement and provides bonus incentive of extra 25% +-<br />
  4. 4. 14,000 Social media positions<br />Our research suggests that there are currently approximately 14,000 open social media positions in the US alone.<br />In booming Europe it is no different – social media experience is a sought after skill set<br />Interviews with hiring managers indicate: “Having a thousand followers and being able to build a fan page is not nearly enough to ensure a position as social media manager” .<br />
  5. 5. How hiring managers & recruiters work<br />Review resumes and double check on LinkedIn? That was yesterday<br />Today: Scanning the social web to draw a picture of the applicant<br />Communication skills<br />Socializing skills / team spirit<br />Subject matter expertise – reputation<br />The rolodex is replaced by the network<br />Visible expertise on blogs and other media<br />If you are a lonely guy, isolated from today’s world, your chance to get a job is almost none.<br />
  6. 6. Job Description Social Media Director / Strategist <br />Responsibilities<br />Create the social media strategy, coordinating with stakeholders across the Company to ensure its effectiveness and ensure the adoption of relevant social media techniques into the corporate culture and into all of the company’s products and services <br />Own the roadmap budget for the social media tools in use on the Company’s sites, directing social media tool integration<br />Recruit and oversee the Social Media Team, ensuring a superior quality of communication and project delivery is provided at all times<br />Coordinate the planning of social media campaigns, ensuring customer acquisition and supporting monetization across the company’s portfolio<br />Source and manage relationships with social monitoring and platform partners to support and develop commercial opportunities <br />Act as the advocate of social media integration within the Company, influencing overall site and business strategies<br />Provide benchmarks and analyse data provided by the Social Media Team, to inform company-wide decision-making and commercial campaign targets are met<br />Monitor and comment on trends in social media trends and application, acting as company spokesperson within the Social Media industry <br />Monitor the competition and be aware of market changes and developments<br />Requirements<br />Creative, diplomatic, cool under pressure and fantastic interpersonal and presenting skills<br />Strong project management and organisational skills<br />Advanced knowledge and understanding of social media and networking platforms and monitoring suite suppliers<br />Deep knowledge of the Company’s industry and great contact book<br />Experience of business and strategy development <br />Ability to build and leverage a strong network of peers and partners<br />P&L experience<br />Some random examples<br />
  7. 7. Methodology Overview<br />Four Quadrant Assessment Methodology<br />Customer, Brand, Partner, Competition<br />NCP Model<br />Network – Contribution – Participation<br />Strategy Hexagon<br />Goal, Mission, Benefit, Action, Program, Report<br />Social Media Planning Framework<br />Oxymoron? Unique creative vs. repeatable model<br />Organization Model<br />A Social Media Service Architecture <br />Social Media ROI<br />How to deal with it how to calculate an ROI<br />
  8. 8. As a Social Media Manager<br />Develop creative social media initiatives<br />Be able to professionally plan social media programs and execute them<br />Apply the experience you gained<br />Share it and jointly make a difference<br />
  9. 9. An online learning experience for an online world<br />We educate where we live – online<br />Real online collaboration experience from day one<br />We use closed groups to collaborate <br />Exercises every week<br />We are all “hands on”<br />You will collaborate with people around the world<br />
  10. 10. The Key Elements Of The Certification<br />Developing online communication skills<br />Experience with tools, places & networks<br />Detailed presence development on Facebook, LinkedIn, Twitter, YouTube, Plancast, Blog setup, Xeesm and several others<br />Online collaboration skills development<br />Social media plan development<br />Social media time management<br />Reporting & analytics<br />Budget and resource planning<br />
  11. 11. Over 60 strategists and over 5,000 attendees from a variety of education programs<br />
  12. 12. Social Media Manager Class<br />Starting July 12(registration deadline July 1)<br />12 lessons - on demand at your own leisure<br />4 Instructor lead workshops<br />Every Tuesday (90 – 120 min.)<br />US/EU Workshops starting <br />09:00 am (PST) / 12:00 am EST<br />17:00 (GMT)<br />
  13. 13. ThankYou<br />+1 (650) 384-0057<br /><br />Social Media Academy Page and Group<br />Social Media Academy Group<br />@smacad<br />All social presences:<br />© 2011 Social Media Academy. All rights reserved. This content is protected under the copyright law of the United States. It is prohibited to make full or partial copies or extractions of this documentation without the explicit written approval from the Social Media Academy. <br />All materials contained herein are the property of the Social Media Academy and its faculty and may only be used, by an enrolled student for his or her own educational benefit.<br />Social Media Academy | 228 Hamilton Ave. | Palo Alto, CA 94301 | (650) 384-0057<br />
  14. 14. About<br /> The Social Media Academy is considered the leading education and research institute for applied social media in business. Education programs are specifically designed for business professionals from all industries. The main emphasis is to help business managers and consultant to get a comprehensive education and hands on experience through collaborative workshops in all aspects of social business engagement including strategy development, planning, tools selection, resources allocation, organizational development as well as reporting and analytics. Attendees learn to use leading methodologies, models and frameworks such as the social media strategy framework, the four quadrant assessment methodology or the NCP model and other strategic tools to create successful social media engagements.<br /> The Social Media Academy is based in Palo Alto, California with representation in Europe and Australia. For more information visit<br />