Advanced Social Media Certification Training 

Introduction to Social Media Part The Importance of Social Media

Overview

Introduction

What is Social Media?

Who Uses Social Media?

Time Spent on Social Media

The Importance of Social Media

Bringing Businesses and Consumers Together

The Foundation of Social Media

Observe and Listen

Social Media Humanizes a Company

A Word of Warning

Coming Up

Introduction to Social Media Part Social Media Channels

Overview

Introduction

Blogs

Blogs Lead to Gain and Offer Opportunities

Microblogging

Social Networks

Media Sharing

Media Sharing Understanding YouTube

Media Sharing Understanding Pinterest

Media Sharing Understanding

Social Reviews

Something to Keep in Mind

Coming Up

Introduction to Social Media Part Business Impact

Overview

Introduction

Social Media Impacts All Areas of Business

Bring Credibility to Small Biz

Gives Big Businesses Personality

Social Medias Three Key Things

The Brand Impact

Why Social Media Impacts Brand

The Brand Impact at Work

The Engagement Impact

Why Social Media Impacts Engagement

Engagement Impact at Work

The Conversion Impact

Why Social Media Impacts Conversions

The Conversion Impact at Work

Coming Up

Introduction to Social Media Part The Social Media Conversation

Overview

Introduction

Remember This?

Social Media Cycle

Discovering the Conversation

How to Discover the Conversation

Observing the Conversation

How to Observe the Conversation

Joining the Conversation

Sparking the Conversation

How to Spark the Conversation

Dont Freak Out!

Lessons

Quiz

Social Media Strategy Part , The Challenge of Social Media

Overview

Introduction

The Challenge of Social Media

Your First Challenge

Numbers Only Matter if

What We Need is a Strategy

Business Goal Leads to Strategy

We Need a Goal

Think About Your Business Goals

Brand Related Goals

Conversion Related Goals

Company Goals Are?

Consider Social Media

Coming Up

Social Media Strategy Part , Goals, Micro Goals, and Tactics

Overview

Introduction

Goals, Micro Goals, and Tactics

Social Media Equation

Exposure

What Gives Impact?

Whats Next?

Goals and Micro Goals

Micro Goals to Tactics

Tactics to Channels

Strategic Overlap

Gather Your Tools

Starting and Building Your Plan

Summary

Coming Up

Social Media Strategy Part , Campaign Hooks

Overview

Introduction

Campaign Hook

Social Media With No Hooks

What Its Really About

Whats Your Message?

What Do You Want Them To Do?

What Do You Want Them To Share?

What Makes You Different?

Putting it All Together

Understanding Motivators

Good Motivators

What Makes Things Viral

Make Your Message Spreadable

Make Your Message Match Your Goal

Putting Your Message into Content

Getting Everything in Order

Coming Up

Social Media Strategy Part , The Value of a Social Media Strategy

Overview

Introduction

The Vast Social Media

The Overall Strategy

Understanding The Value

Social Media Touch Points

Your Social Media Home Base

Blogs Are Essential

What Your Blog Does For You

Blogs Empower Touch Points

A Common Mistake

The Big Mistake

Try an Alternative

The Difference in Process

Your Most Powerful SoMe Tool

Reality Check

Lessons

Quiz

Understanding Paid, Earned, and Owned, Part Defining Media Types

Overview

Introduction

Social Exposure Categories

Paid Media

Owned Media

Earned Media

Buckets of Social

Coming Up

Understanding Paid, Earned, and Owned, Part Balancing Costs and Value

Overview

Introduction

Balancing Media Investments

Paid Old vs New

Owned Old vs New

Earned Old vs New

Integrated Media Solutions

Coming Up

Understanding Paid, Earned, and Owned, Part Creating a Cohesive Strategy

Overview

Introduction

Advertising and Social Balance

Blurred Lines

Value of Converged Media

Cycle Social Strategy

Cycle Development and Publication

Cycle First Amplification

Cycle Influencer Outreach

Cycle Customer Engagement

Cycle Second Amplification

Cycle Feedback and Refinement

Connect Media

Lessons

Quiz

Social Sharing, Part The Basics of Social Sharing

Overview

Introduction

Value of Social Sharing

Sharing Drives Exposure

Social Influencers

Benefits of Credibility and Conversions

What Goes into Social Sharing?

You Need Social Sharing

Keep It Simple

Spark Passion

Unusual?

Risk Their Reputation?

You Cant Control Sharing

Coming Up

Social Sharing, Part What Motivates Social Sharing and Interest?

Overview

Introduction

What Makes People Share?

The Gap Theory of Curiosity

Create a Need

Spark Curiosity

Make Sharing Easy

Know What Plays Well

Make Offers

Six Qualities of Highly Sharable Content

Embrace Simplicity

Deliver the Unexpected

Be Concrete

Carry Credibility

Tap Into Emotions

Tell a Story

Coming Up

Social Sharing, Part Brainstorming Socially Shareable Content

Overview

Introduction

Determining Your Goals

Getting Ideas

Asking Questions?

Recognize Problems

Sparking Conversations

Motivating Your Customers

Creating a Story

Getting Attention

Reviewing Your Ideas

Lessons

Quiz

Blogging for Business, Part What Makes Blogs Essential

Overview

Introduction

Blogs Address Communication

Why Marketers Love Blogs

Why SEOs Love Blogs

Making Your Blog SEO Friendly

The / Rule of Visitors

Sources of New Blog Traffic

Dont Miss Value of Blogs

Social Media Provides Touch Points

Blogs Empower Touch Points

Focus on Awesome Content

Coming Up

Blogging for Business, Part Content Marketing Plans

Overview

Introduction

Content Marketing Matrix

Entertainment Quadrant

Inspirational Quadrant

Educational Quadrant

Convincing Quadrant

Creating Content Is a Must

Blog Schedules and Standards

Editorial Calendar

Consider Seasonal and Trending Content

Plan a Month in Advance

Skills Needed

Coming Up

Blogging for Business, Part Cross Channel Content Support

Overview

Introduction

Brands Have Too Many Homes

Dont Begin and End on a Channel

How to View Social

Cross Channel Messaging is Vital

Understanding What Delivers Impact

A Parting Word on Social Connections

Lessons

Quiz

Finding and Communicating with Influencers, Part Finding Your Influencers

Overview

Introduction

Social Media Is Simple

Finding the Standouts

What You Need to Know

Who Are They?

What/Where They Share

What Motivates?

How Do We Find Them?

Dig Deeper

Fill Your Tool Belt

Coming Up

Finding and Communicating with Influencers, Part The Perfect Pitch

Overview

Introduction

Pitch the Right People

Number One Rule of Pitching

Three Keys to a Great Pitch

Should Do Before Pitching

Absolutely MUST Do Before Pitching

A Note About Gender

Mapping Out Approaches

The Danger Zone of Influencer

A Word of Advice After the Pitch

Coming Up

Finding and Communicating with Influencers, Part Working With Influencers

Overview

Introduction

Youve Searched for Them

Youve Identified Them

Who They Are

The Evangelist

Working with Evangelists

Influencers

Working with Influencers

Chatterboxes

One Timers

Working with the Rest

Deconstructing Your Audience

Establishing BB Influence

Establishing BC Influence

Going Through the Backdoor

Build a Relationship

Become a Known

Transparency Leads to Trust

Review And Renew the Team

Thank You

Lessons

Quiz

Video and YouTube Marketing, Part Establishing a Video Marketing Strategy

Overview

Introduction

Video Strategies

YouTube is Key

Make Videos That Users Watch

Schedule Your Videos

Optimize Videos for Search

Video and YouTube Marketing, Part Gaining Exposure and Measuring Impact

Overview

Introduction

Paid Video Promotion

Success with TrueView Ads

Make Your Video Shareable

Measure Your Impact

Analyze the Customer Journey

Video Length Guidelines

Coming Up

Video and YouTube Marketing, Part Leveraging Mobile Video

Overview

Introduction

Power of Mobile Video

Six Questions on Mobile Video

Whos on Which Channels?

What Are Viewers Watching and Sharing?

When Should You Make Mobile Videos?

Example GoPro

Examples USA Today and GE

Video and YouTube Marketing, Part Promoting and Measuring Mobile Video

Overview

Introduction

Where to Promote Your Videos?

YouTube Ads and Orabrush

Instagram and Vine Advertising

Why Is Mobile Video Unique?

Vloggers vs Brands Time of Day

Vloggers vs Brands Upload Frequency

How to Measure Mobile Video?

Conclusion

Lessons

Quiz

YouTube Advertising, Part YouTube for Business

Overview

Introduction

Series Overview

Why YouTube

Myths Busted

Getting Started

Coming Up

YouTube Advertising, Part Make a Client Video

Overview

Introduction

Remarkable Stories

Planning Your Video

Choose A Creative Approach

Tips for Scripts

Storyboard

Shooting Techniques

Shooting Techniques

Use A Checklist

Video Editing Then and Now

Simple Editing Effects

Incorporating Music

Exporting Your Video

Uploading Video

YouTube Advertising, Part Promote Your Client Video

Overview

Introduction

Reach the Right Audience

Goals Through AdWords

Steps for SetUp

Create Your Google AdWords Account

Link Google and YouTube Accounts

General Settings and Daily Budget

Select Locations and Languages

Choose Video for Ad Display

Select Ad Format

Write Ad Text and Choose Thumbnail

Name Targeting Group and Choose Bid Settings

Define Targeting Group

Launch Your Campaign and Set Up Billing

Optional CallToAction Overlay

Jumpstart Traffic

Coming Up

YouTube Advertising, Part Data, Metrics, and Analytics

Overview

Introduction

Test, Learn, Improve

YouTube Watch

Analytics Reports

Views Report

Demographics Report

Playback Locations Report

Traffic Sources Report

Audience Retention Report

Subscribers Report

Likes/Dislikes Report

Favorites Report

Comments Report

Sharing Report

Ad Performance Report

CallToAction Report

AdWords for Video

TRX Rip Trainer

Social Networking Overview

Overview

Introduction

What is Social Networking?

How Social Networking Works

Expand, but Control Your Network

All In One Multimedia Sharing

Facebook

LinkedIn

What Are People Sharing?

Why Does Social Networking Matter?

Facebook Marketing, Part Understanding Facebook

Overview

Introduction

What is Facebook?

Diverse Userbase

Why This Audience Matters

Understanding the Options

Marketing Yourself

The Business Side

Where Followers Interact

Coming up

Facebook Marketing, Part Getting Started on Facebook

Overview

Introduction

Anatomy of a Page

Establishing Your Presence

Facebook Cover Photos

Vanity Facebook URL

Pinning and Reviews

Timeline Menu System

Page Messaging

Daily Moderation

Page Admin Types

Integrated Post Scheduling

Great Engagement Data

Promotion Guidelines

A Secondary Home

Keep in Mind

Coming Up

Facebook Marketing, Part Understanding the Facebook Algorithm and News Feed

Overview

Introduction

The News Feed

News Feed Changes

An End to Like Baiting

Generate Genuine Engagement

Value Over Sales Pitches

Algorithm Reality Check

How You Rank

The Science of Facebook

Importance of Tagging

Ordering Posts

Promoted Posts

Coming Up

Facebook Marketing, Part Integrating Facebook with Other Efforts

Overview

Introduction

The Problem with Social Media

Facebook Social Plugins

Other Plugin Options

Claim Your Places Listing

Facebook Analytics

Overview

Introduction

Think Different

Business Value

Conversation Rate

Amplification Rate

Applause Rate

Economic Value

Measure Facebooks Value

Think Different

End

Lessons

Quiz

Facebook Advertising, Part Understanding Facebook Ads

Overview

Introduction

Tapping into the Ad Market

Advertising Options

Target New Contacts

Push Your Way to Followers

Follow the Rules

The % Rule

Todays Facebok MiniRant

Coming Up

Facebook Advertising, Part Choosing Your Ad Type

Overview

Introduction

What Ad Do You Want?

Every Ad Starts Differently

Choosing Your Creative

Understanding Your Ad Options

Apply PPC Principles

Match Your Brand

Tell Them Who You Are

Emotional Impact

Visual Impact

Coming Up

Facebook Advertising, Part Facebook Ad Targeting

Overview

Introduction

Dozen Ways to Target

Location, Age, and Gender Targeting

Interest Targeting

Connection Targeting

Relationship Status Targeting

Education and Work Targeting

An Ultra Targeting List

Custom Audiences

Minimum Reach

Why Use Custom Audiences?

Lessons

Quiz

Leveraging Twitter, Part Understanding Twitter

Overview

Introduction

What is Twitter?

Twitter Then and Now

Popularity in the USA

Popularity Internationally

Twitter Demographics

Marketing Impact

Coming Up

Leveraging Twitter, Part Twitter Marketing Foundations

Overview

Introduction

Twitter Looking Like Facebook

Twitter Profile Dimensions

Designing Your Header

Image Post Tips

Twitter Video

Embeddable Tweets

URL Shorteners

How Many Accounts?

What Are Hashtags?

Joining Existing Hashtags

Understanding Hashtags

Why Retweets Matter

Creating a Twitter List

Leveraging Twitter Lists

Coming Up

Leveraging Twitter, Part Twitter Search and Twitter Cards

Overview

Introduction

Advanced Search

Twitter Search Campaign Prep

Other Uses for Search

Twitter Cards Overview

Summary Cards

Large Photo and Product Cards

Player Cards

Enabling Twitter Cards on Your Site

Conversion and Campaign Cards

More Ways to Leverage Cards

Leveraging Twitter, Part Define a Goal and Create a Strategy

Overview

Introduction

Twitter Strategy

Twitters Marketing Impact

Build a Strategy

Goals and Team Define Strategy

Brand Building

Credibility Boosting

Reputation Management

JetBlue Example Reputation Management

Driving Conversions

Automation Advice

Coming Up

Leveraging Twitter, Part Twitter Tools

Overview

Introduction

Client and Tool Considerations

Tools for Team Management

Tools for Content Research

Tools for Influencer Research

Native Analytics

Top Twitter Items

InDepth Analytics

Tracking Conversation

Goal Tracking

Lessons

Quiz

Twitter Advertising, Part Understanding the Options

Overview

Introduction

Twitter Advertising Space

Understanding Twitter Ads

Understanding Promoted Accounts

Reasons for Promoted Accounts

Understanding Promoted Tweets

Reasons for Promoted Tweets

Understanding Promoted Trends

Reasons for Promoted Trends

Coming Up

Twitter Advertising, Part Understanding Targeting and Bids

Overview

Introduction

Start with Twitter Ads

Marketing Platform Partners

Certified Partner Program

Ad Targeting

Promoted Tweets

Keep in Mind

Coming Up

Twitter Advertising, Part Advanced Twitter Targeting with TV Ads

Overview

Introduction

TwoScreen Popularity and Behaviors

Nielsen Twitter TV Ratings

Twitter Amplify Potential

Twitter Amplify

TV Conversation Targeting

Coming Up

Twitter Advertising, Part Increased Ad Engagement with Twitter Cards

Overview

Introduction

Challenge of Twitter Marketing

Introducing Twitter Cards

Types of Twitter Cards

Setting Up Twitter Cards

Tailored Audiences

CRM Targeting

Lessons

Quiz

Online Reputation Management, Part What to Measure

Overview

Introduction

What Should You Be Tracking?

Things to Measure Awareness

Five Things to Measure Conversions

Five Things to Measure Relationships

Five Things to Measure Sentiment

Five Things to Measure Engagement

Coming Up

Online Reputation Management, Part Tools of the Trade

Overview

Introduction

The Right Tools

What Will It Cost?

How Much Time WIll It Take?

How Much Data Will It Gather?

What Kind of Reports Does It Provide?

Why You Need Tools

A Realistic Tool Roundup

Name Claimers

Free and Easy Alerts

Free Social Media Monitoring

Interpreting Results

Use a Subscription Based Tool

Choose the Best Tool for Your Needs

Coming Up

Online Reputation Management, Part What to Listen For

Overview

Introduction

Put What You Hear to Work

Mining Conversation for Content Ideas

Address Customer Service Issues

Track Whats Said About Competitors

Track Industry Chatter

Track Reactions to News

Track What Customers Say

Coming Up

Online Reputation Management, Part Five Steps to Smart Reputation Management

Overview

Introduction

Theres a Lot of Conversation

The Power of a Great Post

When to Respond

Five Steps to Reputation Management

Listen

Identify

Research

Communicate

Resolve

Followup

Above All Dont Freak Out!

A Word of Encouragement

Lessons

Quiz

Social Media Measurement, Part Introduction to Social Media Measurement

Overview

Introduction

How Social Media Marketing Works

Marketing with Social

Social as a Channel

Social as an Engagement Platform

A Measurable Platform

Measuring a Channel

Measuring a Campaign

Finding Your Happy Place

Thank You

Social Media Measurement, Part Social Metrics

Overview

Introduction

Meaning of Measurement

Measuring Socials Impact

What to Measure

Understanding Conversions

Understanding Brand

Understanding Presence

Insight on Measuring

Conversation Rate

Amplification Rate

Applause Rate

Economic Value

Tools

Getting Started

Thank You

Social Media Measurement, Part Finding and Fixing Issues

Overview

Introduction

Plenty of Metrics

Strategy and Funnels

Understanding Impact

Learning from Weak Spots

Facebook Issues

Pinterest Issues

YouTube Issues

Taking Action

Thank You

Social Media Analytics, Part Conversation Rate

Overview

Introduction

Measurement

Conversation Rate

Social Media Analytics, Part Amplification Rate

Overview

Introduction

Amplification Rate

How it Works

Social Media Analytics, Part Applause Rate

Overview

Introduction

Applause Rate

How It Is Measured

Social Media Analytics, Part Economic Value

Overview

Introduction

Economic Value

What It Is

Social Media Analytics, Part Tools

Overview

Introduction

Tools for Measuring

Conclusion

Pinterest Marketing, Part Understanding Pinterests Potential

Overview

Introduction

What is Pinterest?

Redefining Bookmarks

Redefining Idea Search

A Gateway Site

Whos On Pinterest?

Men on Pinterest

Great Traffic Potential

ECommerce Potential

Image Value

Why Jump at Pinterest?

Business Size and Potential

Coming Up Next

Pinterest Marketing, Part Putting Pinterest to Work

Overview

Introduction

Getting Set Up

Business Setup

Finalizing Setup

Types of Boards

Creating a Pinboard

Category Selection

Smart Feed Algorithm

The Smart Feed and You

Pinterest Segmentation

Pinterest and Your Website

Rich Pins

Who Pinned Your Content?

Coming Up Next

Pinterest Marketing, Part Building a Pinterest Strategy

Overview

Introduction

Why Use Pinterest?

Driving Traffic

Generating Loyalty

Demonstrating Product Potential

Understanding Consumers on Pinterest

Leveraging Trends and Content

Tell Your Story on Pinterest

Creating and Curating Content

Trendspotting

Repurposing Content

Outreach and Pitch Research

Secret Boards

Coming Up Next

Pinterest Marketing, Part Pinterest Measurement

Overview

Introduction

Measuring Activity

Pinterest Profile Data

Top Pin Impressions

Audience Data

Your Audience Interests

Things to Consider

Analytics Reveals Value

Tracking Traffic

Troubleshooting Issues

Pin Alerts

Pinterest Advertising

Overview

Introduction

Paying for Pinterest Exposure

Pay for a Partner

Case Study Target

Promoted Pins

Promoted Pins Data

Promoted Pins Tips

Lessons

Quiz

LinkedIn

Overview

Introduction

Questions for Marketers

Who Impacts Business

Thought Leadership

Account Types

LinkedIn Marketing

Publish and Showcase

LinkedIn Groups

Relevant Content

Key Targets

Track Outputs/Outcomes

Example Transfer Network

Example Reel SEO

Accurately Targeted

Lessons

Quiz

Instagram

Instagram

Overview

Introduction

Instagram Best Practices

Instagram Goals

Instagram Themes

Using Hashtags

Tracking Engagement

Nike Example

Ben and Jerrys Example

Lessons

Quiz

Quiz

Course Feedback