Social Media Marketing: The Full Monty

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Designed for marketers like you who get the gist of social media, but want to do it better using the most effective tips and techniques from today's top social media experts, MarketingProfs University's Social Media Marketing: The Full Monty will show you how to up your social media marketing game.

Over the span of 13 classes, you'll learn how to measure your social media ROI. Put Google+ to work for your business. Build your Facebook fan base in new (and surprising) ways. Take your Twitter strategy to the next level. Even prepare your brand for the social/visual revolution that social sites like Pinterest and Instagram are ushering in.

Unlike many other online social media courses, Social Media Marketing: The Full Monty is taught by instructors that are the tops in the social media realm, like Mack Collier, Viveka Von Rosen, Nichole Kelly, and John Haydon. Together, they'll provide invaluable instruction as well as answer your questions in our exclusive Social Media Marketing: The Full Monty Facebook group. Check out the class descriptions below and register now.

You can watch anytime, anywhere—and with MarketingProf's new mobile course access, we mean ANYWHERE—your desktop, laptop, even mobile phone. Plus you can watch (and re-watch) at your convenience.

For each class, you'll 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 can also take part in our course-exclusive Facebook group to network and share your questions and insights with fellow MPU students, staff, and instructors.

Social Media Marketing: The Full Monty includes these 13 classes (most are 60 minutes) and the live Q&A closing session:

1. HABITS: The Social Habit 2012—How Americans Really Use Social Media
2. COMMUNITY: Getting Started with Social Media Community Management
3. MARKETING: What Is a Social Business and Why Is It Important to Marketing?
4. METRICS: Monitoring & Measuring Your Social Media Marketing
5. BLOGGING: Building a Blog That Creates Fans for Your Brand
6. YOUTUBE: Incorporating YouTube Videos into Your Marketing Strategy
7. FACEBOOK: How to Grow Your Facebook Fan Base
8. TWITTER: Twitter 2.0—How to Incorporate Twitter into Your Business Strategy
9. GOOGLE+: Five Reasons Google+ Will be More Powerful than Facebook
10. LINKEDIN: Five Surefire Ways to Generate Business from Your LinkedIn Presence
11. VISUALS: Preparing Your Brand for Social Media's Visual Revolution
12. LOCATION: Why Location-Based Marketing Matters
13. ROI: Measure Up—Delivering Measurable Social Media ROI
14. LIVE Q&A: Ask and Ye Shall Receive

Plus, you'll get these four bonus classes from previous courses. You can access the recordings as soon as you register.

1. INTEGRATION: Combining Email, Search, and Social Strategies to Increase Customer Acquisition
2. PRESS RELEASES: Writing Press Releases for a Social Media World
3. SOCIAL: How to Make Your Content More Shareable
4. VIDEO: Seven Steps to Social Video Success

The Social Habit 2012: How Americans Really Use Social Media

Speaker:
Tom Webster—Vice President, Strategy, Edison Research

The marketing world is enamored (and inundated) with social media sites: Twitter, Facebook, Pinterest, Google+, Ning ... the list is seemingly never-ending. But what are people really doing on social media sites? How are they using these technologies? In this class we'll provide genuine insight and guide you through an interactive and perceptive exploration of what America's "Social Habit" really means for content creators, marketers, and brands.

You will learn:

• Insight into how people are collectively using social media today
• How to apply the understanding of today's social media use in your marketing efforts
• To look ahead at how our social habits can and will change in the future

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Getting Started with Social Media Community Management

Speaker:
Shannon Paul—VP of Social Strategy, Fifth Third Bank

Every marketer dreams of having a community of passionate brand ambassadors to help lead the charge on the social media front, but many struggle with getting started. In this class we will cover how to use social media and content marketing to build that community, sustain growth, and develop a response and escalation plan.

You will learn:

• How to create your community management team
• Best practices for distributing social media feedback
• How to illustrate the value of your community management activity to the C-suite

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What Is a Social Business and Why Is It Important to Marketing?

Speakers:
Michael Brito—Senior Vice President of Social Business Planning, Edelman Digital

We hear a lot about the importance of social business these days but what does this term mean, exactly? How can we benefit from new forms of communication with customers and new models for collaboration with partners and employees that social business affords? In this class, you will not only get definitions and theory, but practical advice and direction that will help you understand the key elements of internal social business planning.

You will learn:

• How to scale social media marketing initiatives globally
• How to build stronger customer relationships
• Ways to deploy social listening command centers

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Monitoring & Measuring Your Social Media Marketing

Speaker:
Tracy Panko—CEO, Spiral16

Creating a social media marketing program is not an exact science and it's easy to focus only on the number of fans or followers you have. It is essential for companies to tie their social media marketing efforts into supporting the company's objectives. This class will give you a foundation for success and show you how analysis of social media data, alongside traditional business data, can create a narrative and give you benchmarks that will help you improve your social media marketing.

You will learn:

• How social media research and monitoring can be useful for business
• What social media platforms you should be on
• What metrics and KPIs you should measure

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Building a Blog That Creates Fans for Your Brand

Speaker:
Mack Collier—Social Media Strategist, MackCollier.com

One of the biggest social media challenges brands face is finding ways to engage their customers. This class will show you how to not only build engagement via your blogging efforts but also how to use your blog as a tool to cultivate fans of your brand.

You will learn:

• Four key elements to cultivate fans and how to apply each to your own blogging efforts
• To create content that taps into the "bigger idea" and resonates with your customers
• How to apply these techniques to all your marketing efforts
• About companies that are effectively building engagement through blogging

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Incorporating YouTube Videos into Your Marketing Strategy

Speaker:
Michael Miller—Founder, MoleHill Group

More and more businesses are adding promotional videos to their mix of online marketing activities. Should you? What role can online video play in your marketing portfolio? What types of videos work best for different types of businesses? In this class, you will gain an understanding of the strategic use of YouTube videos for different types of businesses.

You will learn:

• Why creating videos for YouTube makes sense for your business
• How online videos fit within a larger marketing strategy
• What types of videos work best based on your specific goals

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How to Grow Your Facebook Fan Base

Speaker:
John Haydon—Social Media Strategist, Inbound Zombie

You've launched a Facebook page, you have a semi-organized content marketing plan, and maybe you've even used Facebook ads to promote your presence. Nevertheless, you're still having trouble getting the results you hoped for. This class will show you how to use external channels to grow your fan base and increase engagement.

You will learn:

• To effectively integrate email marketing with Facebook
• That other social media channels can directly contribute to your Facebook popularity
• How to "game" EdgeRank on Facebook with your other channels
• To use events and webinars to acquire high-quality fans

Students will receive a free copy of the e-book 37 Ways to Boost Your Facebook Page EdgeRank.

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Twitter 2.0—How to Incorporate Twitter Into Your Business Strategy

Speaker:
Mark Schaefer—Principal, Schaefer Marketing Solutions

Twitter may be the most powerful business and personal networking platform ever created, yet it is often perceived as frustrating, uncharted territory by most marketers. In this class, we will discuss fundamental issues, best practices, and surprising case studies for the corporate use of Twitter.

You will learn:

• Secrets to building influence on Twitter
• The formula behind every Twitter success story
• How to use Twitter to gain a competitive advantage

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Five Reasons Google+ Will be More Powerful than Facebook

Speaker:
Phyllis Khare—Author, Social Media Consultant

Though Facebook seems to be the de rigeur social media topic of the year, Google+ is making itself more valuable to your bottom-line on a daily basis. Stay tuned because the next 12 months look to be exceptionally exciting for Google+. In this class you'll learn about five powerful Google+ features that you can utilize on your behalf to develop more connections, establish greater social authority, and increase customers.

You will learn:

• Engagement strategies to get your followers talking, clicking the +1, and sharing
• Innovative ways to use Google+ Circles to find the people who matter most to your business
• How to implement Google+ Hangouts to connect with your existing audience and attract new customers

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Five Surefire Ways to Generate Business from Your LinkedIn Presence

Speaker:
Viveka von Rosen—Founder, Linked Into Business, LLC

Too often we join LinkedIn and other social media sites thinking they will propel us to success with little or no effort, and then give up because we haven't attracted the business we expected. Sound familiar? It's not your fault! LinkedIn does little to show you how to create an optimized presence and get new business. In this class, you will be introduced to tried-and-true techniques, tools, and strategies to create more visibility and business on LinkedIn.

You will learn:

• Techniques for positioning yourself as a subject-matter expert
• How to never cold-call again by targeting your ideal clients so that they contact you
• The "secret" use of a LinkedIn feature that will get you found in a LinkedIn search by your target audience

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Preparing Your Brand for Social Media's Visual Revolution

Speaker:
Nick Westergaard—Founder, Brand Driven Social

As social media continues to evolve, one reality is coming into focus: brands are becoming more visual. From emerging image-driven networks, such as Pinterest and Instagram, to venerable platforms, such as Facebook and Google+, it's clear that brands that are unprepared for this visual revolution will get left behind. What does all this mean? And, more important, how can you ensure your brand is ready?

You will learn:

• How the evolution of social media favors visually rich brands
• Steps you can take to ensure that your brand is ready for social media's visual revolution
• Why preparing for this social/visual revolution is critical to your future success

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Why Location-Based Marketing Matters

Speaker:
Asif Khan—Founder & President, Location-Based Marketing Association

In today's marketing landscape, it's all connected—from SoLoMo (Social, Local, Mobile) to advertising to public relations. When it comes to location-based marketing in particular, it has to be considered as more than mobile. When combined with traditional and social media, location-based services can drive real returns, show a positive ROI, and significantly improve consumer engagement.

You will learn:

• Insights from the latest research in the location-based marketing industry
• Important considerations for measuring location-based success
• A new wave of location-based tools and how to connect them to traditional media

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Measure Up: Delivering Measurable Social Media ROI

Speaker:
Nichole Kelly—President, SME Digital

If your CEO hasn't demanded to see the worth of your social media marketing program and how it impacts sales, revenue, and costs, consider yourself lucky—they will sooner or later. Rather than a vague answer about "return on influence" or "follower growth", this class will show you how to credibly and accurately answer their questions and ensure you come out on top in the ROI game.

You will learn:

• Why you are part of the measurement problem and how to get out of your own way
• Where social media fits into the sales funnel and how to use the funnel to explain social media's value to executives
• Step-by-step instructions for measuring social media for less than $10/month

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Ask and Ye Shall Receive

Panelists:
Nichole Kelly, Mack Collier, and Michael Brito

Got a question that wasn't answered in class? Something that you found confusing? Just want to chat with our instructors? Now's the chance to pick the brains of some of the smartest social media marketers out there. They'll spend an hour answering your questions, clarifying anything that might be causing you stress, and giving you even more of the great information you've come to expect from MarketingProfs University. No agenda—it's all up to you!

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Combining Email, Search, and Social Strategies to Increase Customer Acquisition

Speaker:
Chris Baggott—Co-Founder and CEO, Compendium Software

Rather than making email obsolete, the rise of content marketing and the social web makes email an ever more critical component of your marketing mix. Email provides targeted delivery of relevant content to your prospects and customers. Social media and search can complement your email efforts by providing new opportunities to build your list. Learn the best strategies for integrating your email, social media, and search channels to better circulate your content and engage customers.

You will learn:

• How to design content for all channels
• How to coordinate email and social efforts
• How to measure the impact of email on social (and vice versa)
• How to use content marketing to grow your email lists and your business

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Writing Press Releases for a Social Media World

Speaker:
Janet Thaeler—PR and Social Media Consultant, Author

Despite what you've heard, the press release is not dead. In fact, the press release is now enjoying a new life online. Learn the types of news and information that merit a press release, along with writing tips to optimize your news for media use and search engines. Along the way, we'll provide you with helpful links and case studies to illustrate what's possible with press releases today.

You will learn:

• When to send out a press release (including some cases you may not have considered)
• How to write a killer press release for search engines
• How to use multimedia and social media elements to get the word out

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How to Make Your Content More Shareable

Speaker:
Brian Solis—Principal, Founder, FutureWorks

Brian Solis is an expert in articulating why brands are increasingly media companies and how to earn influence through content in the social sphere. Here, he'll share the concepts why, as well as talk about how you can make your content more "social" and shareable. You'll take away:

• The results of a recent study by Brian and Vocus, which demonstrated that creating compelling content is the number one reason people and brands earn influence and community in social media
• How content can be both useful and social
• How to create and distribute social objects as the catalysts for meaningful conversations

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Seven Steps to Social Video Success

Speaker:
Art Zeidman—North America President, Unruly Media

What's the secret to not only getting your video noticed but also making it compelling enough for people to want to share it with others in your community? Look no further. In this class, you'll discover a seven-step program that will help get your video content noticed, watched, shared, and talked about on the social Web in a crowded video world. Plus, we'll talk about the social media landscape and how customers "congregate" around and converse about branded video content.

You will learn:

• How marketers can leverage video engagement to drive consideration
• How to boost engagement with your video content
• How to build brand advocacy on the social Web through video

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