Social Media Marketing Fast Track
Live, online classes February 9–23, 2012
Access recordings for 12 months!
Social media marketing is no longer a nice-to-have component of your marketing strategy—it has quickly become a necessity. Without the proper social media techniques, your company stands little chance of beating the competition.
MarketingProfs University's Social Media Marketing Fast Track is a 15-class course that will take your social media strategy to the next level with actionable advice, practical teaching, and easily implemented tactics. Unlike many online courses, MarketingProfs University is taught by instructors who've actually done it, like DJ Waldow, Lisa Petrilli, Aaron Strout, Amy Porterfield, Jeff Rohrs, Mark Amtower, Lionel Menchaca, and John Haydon. They'll teach you tried and true methods for both B2B and B2C marketers and will answer your questions and network with you in our exclusive Social Media Marketing Fast Track Facebook group. Check out the class descriptions below and register now to ensure your social media marketing program is on track and working hard for your business.
How does it work? Each class airs live (see dates and times below) and is recorded during the broadcast. Participate whenever it works best for your schedule. You can watch (and re-watch) the classes at your convenience through January 2013. For each class, students have access to the class lecture and Q&A (streaming media), as well as several support materials: the slide deck (PDF), the audio track (MP3) (so you can listen to the lectures on other devices), a transcript (PDF), and a "cheat sheet" (PDF). Once you view all of the classes, you can download a Certificate of Completion (PDF). As part of the course, you'll also get access to our course-exclusive Facebook group to network and share your questions and insights with fellow MPU students, staff, and instructors.
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As a Social Media Marketing Fast Track student, you'll get these free course materials (a $813 value):
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Social Media Marketing Fast Track includes these 15 classes (each 60 or 90 minutes long):
- AUDIENCES: Growing & Engaging Your Subscribers, Fans, and Followers
- STRATEGY: Building Your Social Media Strategy
- COMMUNITIES: Creating Communities that Count
- LISTENING: Getting Value from Your Listening Program
- METRICS: Using Social Media Metrics to Prove ROI
- LEAD GEN: Using Social Media for Lead Generation
- PERSUASION: Selling Social to the C-Suite
- EMAIL: Email Marketing + Social Media = A Killer Combination
- MOBILE: The Convergence of Social, Local, and Mobile
- BLOGGING: Corporate Blogging the Right Way
- TWITTER: Twitter Success for Business
- FACEBOOK: Use Facebook to Market Your Business
- LINKEDIN: Getting Your Business to Stand Out on LinkedIn
- MULTIMEDIA: How to Boost Your Web Presence with DIY Multimedia
- GOOGLE+: Four Ways Google+ Can Increase Your Social Presence
Plus, you'll get these 5 bonus classes from our 2011 program. You can access the recordings as soon as you register.
- YOUTUBE: How to Create Your Own YouTube Channel for Marketing
- LOCATION: How to Make the Check-in a Touch Point
- GAMING: How Games are Changing the Way We Market
- WRITING: How to Become a Content Juggernaut
- SOCIAL: Social Media Tools & Tactics for SEO
Growing & Engaging Your Subscribers, Fans, and Followers
Speaker:
Jeff Rohrs—Vice President, Marketing Research and Education, ExactTarget
Thursday, February 9—12:00pm-1:30pm ET
To have any sort of meaningful marketing you need an audience. Email subscribers, Facebook fans, and Twitter followers are today's critical social media audiences. Your ability to engage and activate them is the key to your social media success.
You will learn:
- Key differences between subscribers, fans, and followers
- Why it is important to build and maintain these audiences
- How to engage these audiences in ways that positively impacts brand visibility, message amplification, and the bottom line
Building Your Social Media Strategy
Speaker:
Shannon Paul—Social Media Manager, Blue Cross Blue Shield of Michigan
Monday, February 13—12:00pm-1:00pm ET
Creating a successful social media strategy depends on two things: organizational alignment and a thoughtful approach based on best practices and common sense. This class will provide a blueprint for developing a social media strategy that delivers value, works across the entire organization, and is clearly understood by executives.
You will learn:
- How to determine the extent of your brand's participation in any social network
- How to set expectations around internal resource allocation, timelines, and ROI
- How to establish the right metrics for your program
Creating Communities that Count
Speaker:
Lauren Vargas—Community Management Strategist, Aetna
Monday, February 13—1:30pm-2:30pm ET
Communities are conversations; if you understand how these conversations form, ebb, and flow, then you will also understand how best to cultivate them. We'll explore the four pillars of successful community management and you'll see how the lessons learned from your brand community can help make your organization a truly social business.
You will learn:
- How to define, build & engage an effective brand community
- What questions to ask to understand how & where the community is engaging
- How to choose the right metrics & calculate the ROI from community engagement
Getting Value from Your Listening Program
Speaker:
Jeff Cohen—Social Strategist, Radian6
Tuesday, February 14—2:00pm-3:00pm ET
With the vast quantity of information social media produces, how can you determine what really matters? Gathering that data is more than simply counting "likes." This class will focus on moving beyond the surface to uncover the information you need to understand your brand's online presence and support your digital and social strategies.
You will learn:
- How to distinguish relevant content from noise
- How to translate your social data into actionable information
- How to use this information to support your high-level business objectives
Using Social Media Metrics to Prove ROI
Speaker:
Nichole Kelly—Founder and CEO, Full Frontal ROI Consulting
Tuesday, February 14—3:30-4:30pm ET
Is there a way to measure how awesome your social media strategy is? Yes! This class will provide you with step-by-step instructions for developing core measurement guidelines and setting up an affordable measurement system for your social media programs. This system will allow you to evaluate your marketing activities and determine the ROI of social media.
You will learn:
- Ways to immediately start measuring your social media strategy
- Recommended tools for getting your measurement system up and running
- Tips for showing measurable impact on brand awareness and lead generation
Using Social Media for Lead Generation
Speaker:
Matt Magee—Vice President of Digital Strategy, PJA Advertising + Marketing
Wednesday, February 15—12:00pm-1:00pm ET
When it comes to B2B, few results are more prized than qualified leads. In this class, we'll look at how companies are using social media to drive and support lead generation efforts. We'll also uncover smart ways to integrate social media tactics into your traditional lead generation campaigns.
You will learn:
- How to use online social networks and professional communities to generate interest
- How to find and participate in online conversations that support your goals
- How to create content that engages leads in the buying process
- How to use social data to register and qualify leads
Selling Social to the C-Suite
Speaker:
Lisa Petrilli—CEO, C-Level Strategies
Wednesday, February 15—1:30pm-2:30pm ET
To successfully convince your C-suite to embrace social media, you must first understand the lens through which C-level executives view this new media. In this class, you will hear what happened when 20 CEOs of large companies sat down to discuss their thoughts on social media.
You will learn:
- How to address the most common objections and fears that the C-suite has to using social media
- How to demonstrate to C-level executives that social media can have a measurable impact on the company
- How social media can be used to enhance your company's marketing initiatives as well as internal and external communication efforts
Email Marketing + Social Media = A Killer Combination
Speakers:
DJ Waldow—Founder and CEO, Waldow Social
Thursday, February 16—3:30pm-4:30pm ET
If email marketing is Batman, then social media is Robin. Individually, they're both powerful tools but together, they're nearly unstoppable. There is a huge opportunity in the online marketing world to combine the power of email marketing with the potential of social media. This class will explore how both email and social channels can be used to complement each other.
You will learn:
- How email marketing can power social media and vice versa
- Email best practices for communicating to a social audience
- Specific tactics to combine email marketing and social media
The Convergence of Social, Local, and Mobile
Speaker:
Aaron Strout—Head of Location-Based Marketing, WCG
Monday, February 20—12:00pm-1:00pm ET
With smartphone penetration surging past 50% of the U.S. adult online population, we increasingly see the convergence of social, local, and mobile trends. Reaching customers in their preferred channels with good content, offers, and influencer outreach is critical for building loyalty. This class will explore the drivers behind these trends along with the tools and strategies smart companies are using to tap the power of social, local, and mobile.
You will learn:
- How to uncover your customers' preferred channels
- Tools for integrating social, local, and mobile marketing efforts
- What smart companies are doing to capitalize on this media convergence
Corporate Blogging the Right Way
Speaker:
Lionel Menchaca—Chief Blogger, Dell
Monday, February 20—1:30pm-2:30pm ET
The best way to ensure that customers read and engage on your corporate blog is to blog about the tough issues, especially when those issues are negative. This class will cover the tools you can use to hone in on critical topics and explore how to write blog posts that inform customers and respond to feedback.
You will learn:
- How to use listening tools to identify the tough blog topics your customers want to hear about
- How to work with subject-matter experts and extended teams (including Legal, when necessary) to develop timely blog posts that inform your customers and build your company's credibility
- How to sound human through it all
Twitter Success for Business
Speaker:
Sarah Milstein—Author and Consultant, SarahMilstein.com
Tuesday, February 21—12:00pm-1:00pm ET
Twitter has grown into a critical business communications tool used by many companies, including those focused primarily on B2B customers. Whether you're interested in improving customer service, increasing profits, or gaining a share of thought leadership, Twitter can help you reach your goals. At the same time, it can be a minefield of public mistakes; we’ll show you how to navigate Twitter effectively and safely!
You will learn:
- Keys to business success on Twitter
- Costly mistakes to avoid
- How to promote your business on Twitter
Use Facebook to Market Your Business
Speaker:
John Haydon—Social Media Strategist and Co-founder, Inbound Zombie
Tuesday, February 21—1:30pm-2:30pm ET
With 800 million users worldwide, Facebook offers an unprecedented opportunity to reach people interested in your product, service, or cause. Indeed, companies of all sizes are using Facebook to find and engage with customers and prospects. In this class, we will look closely at the strategies and tactics organizations are using to win new business and deepen relationships with current customers via Facebook.
You will learn:
- How to create a framework for success on Facebook
- How to promote your offerings and spread awareness
- What other companies are doing to achieve results on Facebook
Getting Your Business to Stand Out on LinkedIn
Speaker:
Mark Amtower—Founder, Amtower & Company
Wednesday, February 22—12:00pm-1:00pm ET
LinkedIn can be your best marketing tool. It provides a platform for attracting potential business partners as well as a venue for prospecting for new clients and it allows you to support a subject-matter expert or thought-leadership position. This class will show you how, when integrated with your other marketing programs, a well-done LinkedIn profile potentially puts you in front of more than 130 million professionals.
You will learn:
- The key elements of a Power Profile on LinkedIn
- How to develop a deeper, stronger niche network
- Tactics for staying in front of your network and establishing yourself as a recognized expert in your chosen niche
How to Boost Your Web Presence with DIY Multimedia
Speaker:
Tom Martin—Founder, Converse Digital
Thursday, February 23—2:00pm-3:00pm ET
The Web is interactive, yet very few companies actively utilize multimedia on their sites. Why limit yourself to text and photos when you can easily leverage the power of video and audio to convey your message and communicate in a more effective manner? In this class, we'll look at ways in which any company can use multimedia to create a rich and compelling Web experience.
You will learn:
- How to use apps and accessories to turn your smartphone into a multimedia production platform
- Techniques for improving the quality of your videos
- How to combine audio, your smartphone, and SlideShare to create self-contained, downloadable webinars that your audience will love
Four Ways Google+ Can Increase Your Social Presence
Speaker:
Amy Porterfield—Author and Social Media Strategist, AmyPorterfield.com
Thursday, February 23—3:30pm-4:30pm ET
Google+ for businesses offers a new way to engage with prospects, clients, and key influencers in your industry. Although Google+ is still in its infancy, now is the perfect time to determine how your business can take advantage of this new social platform. In this class, we'll explore how Google+ can fit into your current social media program as well as take a look at the features that will allow you to connect with your prospects and clients in new ways.
You will learn:
- The difference between Google+ and Facebook (and whether you need both)
- How to use Hangouts to add value, build your authority, and turn followers into buyers
- How to use Circles to target your messages as well as follow and listen to the conversations that matter most to your business
How to Create Your Own YouTube Channel for Marketing
Speaker:
Michael Miller—Founder, The Molehill Group
This is a Best of 2011 recording. You can play it as soon as you register!
Your YouTube channel page serves as the gateway for visitors to view your videos, learn about your products, and experience your brand. But what are the best ways to use your channel page to market your business? And how can you make that happen? This tactical how-to will present the steps needed to create and customize an effective channel page—from incorporating your logo and applying a color scheme to choosing the content that will make your brand shine.
You will learn:
- How to optimize your channel for search
- How to post bulletins to your channel subscribers
- When to show viewer comments (and when not)
- How to amplify your YouTube reach with a Brand Channel
Social Location Marketing—How to Make the Check-in a Touch Point
Speaker:
Simon Salt—CEO, IncSlingers
This is a Best of 2011 recording. You can play it as soon as you register!
Social location sharing is an important social media marketing trend. But, if you're like many marketers, you may be wondering: What apps will work best for my business? And how do I integrate location sharing into my marketing mix? During this class you'll learn to navigate the social sharing landscape, identify the right tools for you, and understand the most effective location-based marketing tactics.
You will learn:
- What social location sharing is all about
- How location-based marketing fits into a social media strategy
- How to choose the apps that meet your needs
- What key elements make up a social location sharing campaign
All Work and All Play: How Games are Changing the Way We Market
Speaker:
Nelson Rodriguez—Director of Operations, Promethium Marketing
This is a Best of 2011 recording. You can play it as soon as you register!
The results are in. You'd rather be playing Farmville right now than reading this course description. It's estimated that 70% of adults spend part of their work week playing video games. For this reason, savvy marketers are building social game-like experiences into their marketing campaigns. This class will walk you through the core concepts, provide real world examples, and reveal how the line is blurring between the professional marketer and social game designer.
You will learn:
- How games introduce "compulsion loops" into your marketing
- How to determine if your product is fundamentally social
- How social games are urging consumers to share
- What current business tools are being used by social game designers and marketers alike
How To Become A Content Juggernaut
Speaker:
Mitch Joel—President, Twist Image
This is a Best of 2011 recording. You can play it as soon as you register!
Marketing has always been about writing—from pitches and proposals to press releases and product promotions. Today, however, marketers are confronted with a vast array of social media platforms that demand a new approach to copywriting and a new framework for audience engagement. As a marketer and communicator, you must learn how to write effectively for the social Web—to get attention, invite interaction, and encourage sharing. During this 90-minute course kickoff, you'll get practical advice on producing a variety of social content, plus inspiration to help you achieve more with your writing, both personally and professionally.
You will learn:
- The eight keys to killer content
- The rules of new copy
- Why blogging ain't dead—it's just getting started
- Ways to make your content more social
Social Media Tools & Tactics for SEO
Speaker:
Rhea Drysdale—Co-founder & CEO, Outspoken Media
This is a Best of 2011 recording. You can play it as soon as you register!
Now that you have a strong foundation in SEO, it's time to talk about social media. What does social have to do with search? A lot! With recent changes in social networks and search engines, social media can have a significant impact on search results. In this class, we'll take a closer look at the ways in which social media influences search, and discuss the tools and tactics you'll need to effectively integrate this into your SEO plans.
You will learn:
- How social media can influence search engine rankings
- Tactics to help combine social media and SEO
- Tools that help you execute an effective SEO plan
Register Today
Register for this course right now for just $595.00
Price includes all online learning materials and classes needed for the course. You’ll receive a downloadable Certificate of Completion at course end.
Course Instructors
Aaron Strout
Aaron Strout is the head of location-based marketing at WCG, a global agency offering integrated creative, interactive, and marketing communications services to clients in healthcare, consumer products, and technology. At WCG, Aaron not only focuses on helping customers with mobile and location-based marketing but also helps provide a social voice ... more »
Amy Porterfield
Amy Porterfield is the co-author of Facebook Marketing All-in-One for Dummies and a social media strategist for entrepreneurs and small businesses. She's been in the marketing arena for more than 11 years and has worked alongside Anthony Robbins, managing his content marketing team as well as executing online marketing campaigns. ... more »
DJ Waldow
DJ Waldow is the founder and CEO of Waldow Social, a company that helps businesses leverage the power of events, email, mobile, and social media marketing to grow their community and turn prospects into fans, evangelists, and clients. DJ has spent more than six years in the email, social, and ... more »
Jeff Cohen
Jeffrey L. Cohen is a Social Strategist at Radian6. He works with B2B and B2C companies to assess and advise them on how social media marketing, communications, and engagement can help them meet their business objectives. With more than 20 years of marketing experience, Jeff has provided strategic counsel to ... more »
Jeff Rohrs
A recovering attorney turned digital marketer, Jeff Rohrs heads up the Marketing Research and Education Group at ExactTarget. He is a co-author of the award-winning Subscribers, Fans & Followers research series and is a driving force behind the company's user conference. Jeff acts as a steward for ExactTarget's thought leadership, ... more »
John Haydon
John Haydon advises nonprofits on marketing strategy and the effective use of blogs, Facebook, Twitter, and other tools. He is a regular contributor to the Huffington Post, an instructor for MarketingProfs University, and the author of Facebook Marketing for Dummies (January 2012). John is also co-founder of 501 Mission Place, ... more »
Lauren Vargas
Lauren Vargas is a community management strategist at Aetna and has experience in community relations, internal/external corporate communications, and government affairs. She assists organizations with establishing realistic objectives and strategies for social listening and measurement and helps them engage with communities by fostering authentic relationships through conversation and participation. more »
Lionel Menchaca
Lionel Menchaca is a 16-year Dell veteran and chief blogger at Direct2Dell, Dell's main corporate blog, which he launched and helped expand into multiple languages and countries. He currently serves as a technologist, helping Dell define new software to monitor and engage in conversations in the blogosphere and facilitate collaboration ... more »
Lisa Petrilli
Lisa Petrilli is CEO of C-Level Strategies, Inc., Chief Relationship Officer for CEO Connection, and chief operating and marketing officer for the global To Be a Woman platform. She currently helps C-suite executives and emerging leaders create strong visions for themselves and their companies while helping bring these visions to ... more »
Mark Amtower
Mark Amtower advises senior management in several companies on government marketing programs and coaches both individuals and companies on maximizing the power of LinkedIn. He was named to BtoB magazine's top 100 business marketers in the United States in Who's Who in B2B 2008, and his LinkedIn profile was ranked ... more »
Matt Magee
Matt Magee drives digital and social media strategy and execution at PJA Advertising + Marketing, one of the country's top B2B agencies. His 20-year marketing career combines a longtime focus on digital marketing with an emphasis on sophisticated brands, audiences, and offerings. At PJA, Matt has helped clients such as ... more »
Michael Miller
Michael Miller is the author of more than 100 nonfiction titles on topics including business and marketing, online retailing and auctions, computers and online technology, consumer electronics, and music. His best-selling business books include The Ultimate Web Marketing Guide, YouTube for Business, The Complete Idiot’s Guide to Search Engine Optimization, ... more »
Mitch Joel
As president and media hacker at Twist Image, an award-winning digital marketing and communications agency, Mitch Joel has been dubbed the "Rock Star of Digital Marketing" and "one of North America's leading digital visionaries" by Marketing Magazine. He is a blogger, podcaster, passionate entrepreneur, and speaker who connects with people ... more »
Nelson Rodriguez
Nelson Rodriguez is an entrepreneur at heart who has become an expert in the video game industry through passion, hard work and a good amount of luck. Nelson loves entertainment and has built guerrilla marketing campaigns for hundreds of brands—including Xbox—with measurable sales results. For nearly a decade managed the ... more »
Nichole Kelly
Nichole Kelly is the CEO of Full Frontal ROI Consulting. She has been highlighted by leading organizations such as Forrester Research, MarketingProfs, Radian6, and HootSuite as an expert on social media strategy and measurement. Nichole publishes Full Frontal ROI and is a regular contributing blogger for Social Media Explorer and ... more »
Rhea Drysdale
Rhea Drysdale is Co-founder and CEO of Outspoken Media, an Internet marketing company that specializes in SEO, link development, online reputation management, and social media marketing. Rhea has spoken at Search Marketing Expo, Search Engine Strategies, Web 2.0 Expo, Pubcon, Blog World Expo, ACCM, Search Exchange, BlueGlass, and SEMNE. She ... more »
Sarah Milstein
Sarah Milstein is co-author of The Twitter Book, a frequent speaker on social media, and the former general manager and co-chair for Web 2.0 Expo conference. Sarah founded Tools of Change for Publishing (TOC), the leading conference on publishing innovation, and led development of the best-selling Missing Manual series of ... more »
Shannon Paul
Shannon Paul manages social media at Blue Cross Blue Shield of Michigan. She oversees the editorial process for two company blogs as well as for various social media profiles. Prior to joining Michigan Blue Cross, Shannon was the head of social media for the online division of PEAK6, a privately ... more »
Simon Salt
Simon Salt is the founder and CEO of marketing communications agency IncSlingers, which provides social media and influencer event services to global clients. He provides strategic marketing guidance covering both traditional communications and social media. As a writer and blogger, his writing regularly appears in such online and print publications ... more »
Tom Martin
Tom Martin is a frequent speaker, an active blogger at HelpMyBrand.com, and a regular contributor to Ad Age's Small Agency Diary. He is the creator of Talking with Tom, a weekly video blog featuring interviews with digital thought leaders, and the founder of Converse Digital, a social media marketing and ... more »