DAY 1
The Basics, Consumers 3.0, and Measurability (Social ROI)
- Definitions of terms and introduction
- Definition of social media and how it fits into the marketing mix
- Introduction to the most important social media channels: RSS Feeds, Podcasts, Social-Shopping-Portals, Question-and-Answer-Portals, Blogs, Microblogs (X, Tumblr, etc.), Foren, Gaming-Plattforms, Wikis, Crowdsourcing-Portals, Multimedia-Sharing-Portals (YouTube, Vimeo, Flickr, Slideshare, etc.), Social Networks (Facebook, Google My Business, Instagram, Pinterest, Snapchat, etc.), Business Networks (XING, LinkedIn), Social Bookmarking Services (Delicious, Mister Wong, Digg, etc.), Review and Ratings portals (Tripadvisor, golocal, ciao.de, etc.), and Location-based Services (Foursquare, etc.)
- Social media in 2020
- Still a trend or already part of society?
- Social media in German business (in 2020)
- Social Media Manager: Responsibilities and job description
- Consumer 3.0
- Why the Cluetrain Manifesto is more relevant now than ever
- Types of social media user (heavy user, lurker, contributor)
- The lasting shift of market influence to the consumer
- Social media key performance indicators (KPIs) and ROI measuring
- Definitions of clear social media goals
- Measuring campaign performance with relevant KPI grids
- Tracking social media measures
DAY 2
100% HANDS-ON: INTRODUCTION AND IN-DEPTH DISCUSSION OF THE MOST IMPORTANT SOCIAL MEDIA CHANNELS
- X
- How to open a X account and use it strategically
- “How to tweet” workshop
- X vocabulary (hashtags, retweets, DM, etc.) and the best X tools for business
- Identification of trends
- Proper use of hashtags
- Growth hacks
- Instagram
- How to open an Instagram account and use it strategically
- The proper use of Instagram for business
- Hashtags and other particulars
- Growth hacks and best cases
- YouTube
- How to open a YouTube channel and use it strategically
- Tips and tricks: get subscriptions, manage channels, video-SEO (for easy discovery), monitoring and analyzing, dos and don’ts for successful videos
- Learn from the best: YouTube benchmarks
- Special: YouTube advertising via Google AdWords (YouTube True View Advertising)
- Snapchat
- Application and usefulness for business
- Snapchat ad formats
- Snap Ads between stories
- Expandable Snap Ads
- Aps Api
- Intensive Focus: Facebook marketing (latest trends 2020)
- All about Facebook: facts and user studies, latest developments (hashtags, insights, etc.), groups vs. fan pages, Facebook apps, Facebook mobile, etc., and how to use them strategically
- How to set up a Facebook Fan page
- Learn from the best, case study: the best Facebook Fan pages
- Responsibilities of a Facebook Business Manager
- Focus group discovery (saved, custom, and look-alike audiences)
- Facebook Pixel: how to implement it
- Creative Hub: create appealing ads
- Tracking and measuring success (tracking the right KPIs)
- Facebook Tools: high-performing tools for different uses (managing giveaways and photo contests, collecting e-mail addresses, meme marketing, etc.)
- Enterprise Special:
- XING and LinkedIn for advanced users
- Using enterprise communication
- Ads and formats for XING and LinkedIn
- XING and LinkedIn as social media sales channels
- Personal profile improvements
DAY 3
SOCIAL MEDIA STRATEGIES AND CONTENT SPECIAL
- Content marketing strategies as part of overall communications
- Concepts of social media campaigns
- Social media strategies:
- Lead nurturing, expertise leadership, multi-touch contact, creation of brand ambassadors, crowdsourcing (using the “crowd” as innovations driver), etc.
- Evaluation of strategic opportunities and risks of each channel
- Analyses of successful social media strategies (best practices) and grand social media disasters (worst practices)
- The “Golden Rules” of social media marketing (success drivers and absolute no-gos)
- Employer branding: Using social media channels for recruiting
- From content strategy to realization
- Brand-conforming content concepts and publishing plan, social media governance (code of conduct for employees)
- User-generated content vs. business-generated content
- Texting and content delivery for social networks: How to write properly? Which content works? Where to get content? How to create interactive content?
- Viral marketing (videos, infographics, and so on): from concept to seeding strategy
DAY 4
SOCIAL MEDIA MONITORING AND REPUTATION MANAGEMENT
- Social media monitoring: real-time measures of brand awareness in social networks and clear and quick reactions to comments, posts, Tweets, etc.
- Definition of social media monitoring, explanation of the principles of monitoring, and overview of the most effective tools
- Strategic usage and advantage of social media monitoring tools
- Definition and meaning of reputation management
- Translation of social media monitoring results into online reputation management
- Shitstorm: early warning signs and crisis management guidance
DAY 5
SOCIAL MEDIA AND RIGHTS/NEW CHANNELS AND SOCIAL MEDIA TRENDS
- Social media and rights
- Introduction to data privacy
- Image rights: Which license-protected images can be used and which can’t? Where to find images for social media channels? What are creative commons?
- Conflict areas of social media
- Copyrights
- Data privacy
- Imprint obligations
- Basic law, civil law, and competition law
- Purchasing fans and followers
- New channels and social media trends
- Pinterest, TikTok, Reddit, and Co.: the new game changers?
- Social commerce/social shopping
- Visual storytelling
- Sourced content from brand lovers and blogs: how to build fan content into a brand’s content strategy
- Customer support via social media channels
- Shazam—from music recognition program to second screen (how to recognize TV spots and their extension to smartphones)
- Location-based marketing
- Afternoon workshop: Development of a complete social media strategy in small groups (reinforcement of all previous subjects)
As social media manager, you oversee the work and leadership of all social media activities in companies and advertisement agencies. A social media manager is part of the marketing and online department. The job description of a social media manager can vary, so a clear list of responsibilities is all the more important. As social media manager, you define the goals a company should reach via social media. They drive the strategies and all related social media campaigns. In cooperation with leadership, you develop social media guidance and ensure that all employees are familiar with it. On a daily basis, you cooperate closely with graphic design and online departments.
A high affinity for social media networks and the workings of Web 3.0, as well as a basic understanding of viral marketing, are necessary qualifications for a successful social media manager.
In cooperation with experienced social media experts, the MMA has developed a training course that focuses on the needs of social media marketing group leaders, members of the marketing and public relations departments, and company owners and decision makers. The course is built in modules and takes 5 days to complete. A mix of theoretical knowledge, hand-on workshops, discussion-based exchange, and analysis of real-life situations are used to certify your qualifications with the completion of the training course. After attending the course, you are able to analyze a situation, develop a strategy, create a budget, and put a campaign into action. You will be able to navigate numerous social media channels and know how to use each network’s tools to their full effectiveness.
Folgende Vorteile erwarten Sie
Our training course teaches you the practical and relevant knowledge, together with proven tools and methods, to master social media. Our experts and coaches focus on the following subjects:
- Newest trends and developments in social media
- Marketing tools in a changing world
- Successful social media strategies and brand development
- Strategies for social media projects
- Controlling social media to gain success
- Content moderation and content growth
- Integrating communications and multi-channel management
- Value-focused marketing and efficient client interactions
- Integrating e- and m-marketing into social media marketing
- Long-term client retaining through social media programs
- Managing customer lifetime values through social media
- Newest virtual reality technologies
- Social consumer relationship management
- Reputation management
- Return on social investment—Social ROI
Das Seminar richtet sich an
You are an advertisement or marketing group leader, manager, or director, or future leader in marketing, or a social media marketing manager looking to bring your expertise up-to-date. The training course is built around current challenges of social media marketing.
- Leaders and managers of marketing departments
- Leaders in social media management and direct marketing or one-on-one marketing
- Leaders in product and brand management
- Leaders in communications (internal and external)
- Leaders in public relations and advertisement agencies
- Those looking to switch careers who need a quick introduction to and timely, hands-on instructions in marketing
Methoden, Ablauf
A compact training course that uses theory and practical application to address the complete thought processes and actions of social media marketing management:
- Use of lecture and real-life examples to present knowledge
- Use of case studies to work towards solving concrete problems; results will be presented and analyzed
- Student-oriented discussions to integrate existing knowledge
- Use of new or existing accounts to analyze and grade
Working and presenting in groups supports an interactive training course. You will profit from the experience of both your coach and fellow students who all have differing backgrounds. We will show you possible strategies that you can adjust to your own needs and situations. Our training courses are led by experienced coaches who have practical knowledge of the subject matter. You will profit not only from their work experience, but also from their ability to convey their knowledge to you in a structured and interactive way. Our small group sizes guarantees that each participant profits from intensive and focused working groups. Our coaches can address each problem and question individually.
Groups range from 3 to 12 people. One-on-one coaching is available.
Das Seminar beinhaltet folgende Leistungen
Live vor Ort
- Training von 09.30 bis 17.30 Uhr, inkl. der nötigen Arbeitsunterlagen
- Umfangreiches Skript mit Theorieteil, Empfehlungen und Literaturangaben
- Studien, Tabellen, Listen, E-Books, Skripte, als Link zum Download
- Aufnahme in Alumnidatenbank (Kontakte, Studien, Cases, Links)
- Frühstück (Obst, Müsli, Joghurt), Mittagessen, Kaffee, Tee, Erfrischungsgetränke und Gebäck
- Hotelservice (Empfehlung)
- Internetservice (WLAN, Leih-Laptop, E-Mails), optional
- Veranstaltungsservice (Events, Restaurant, Konzerte), optional
Live online tagsüber
- Training von 09.30 bis 17.30 Uhr, inkl. der nötigen Arbeitsunterlagen
- Umfangreiches Skript mit Theorieteil, Empfehlungen und Literaturangaben
- Studien, Tabellen, Listen, E-Books, Skripte als Link zum Download
- Aufnahme in Alumnidatenbank (Kontakte, Studien, Cases, Links)
- Aufzeichnung des Seminars als Download
Certified Social Media Manager (FH)
Mit unseren Praxis-Lehrgängen und Praxis-Weiterbildungen erhalten Sie als Teilnehmer ein akkreditiertes Hochschul-Zertifikat von der Allensbach Hochschule. Darüber hinaus wird Ihnen zusätzlich von der Münchner Marketing Akademie das Zertifikat „Certified Social Media Manager (FH)“ übergeben. Sie erhalten es zeitnah nach dem Abschluss des Trainings. Wir bauen keinen Prüfungsstress auf, sondern honorieren Ihre Mitarbeit und Ihre Beiträge in den Fallstudien und Workshops. Ihr Qualifikations-Check besteht in der praktischen Umsetzung des Gehörten während des Lehrgangs. Unser Ziel ist es, dass Sie den Lehrgang mit erprobtem Wissen abschließen und sich mit frischem Enthusiasmus neuen Aufgaben stellen.
Mit dem Zertifikat der Allensbach Hochschule erhalten Sie einen hochwertigen Qualifizierungsnachweis von einer der größten und forschungsstärksten Fachhochschule Europas. Die Authorisierung dieser Bildungseinrichtung durch die anspruchsvollen Vorschriften des zentralen Bildungssystems verschafft Ihrem Zertifikat weltweite Anerkennung. Sie können sehr gerne, den bekannten und reputativen Namen "Certified Social Media Manager (FH)" führen.
Mit einem Zertifikat der Münchner Marketing Akademie erhalten Sie nicht nur einen fachlich anerkannten Qualifizierungsnachweis, sondern auch ein Dokument, welches in der Praxis hohe Anerkennung und Reputation erfährt. Jeder unserer Dozenten und Trainer verfügt über die erforderlichen Bildungsabschlüsse und Befähigungsnachweise sowie zusätzliche Qualifikationen. Wir leisten mehr als das Übliche. Unsere Bildungseinrichtung ist Mitglied des MedienCampus Bayern e. V., dem von der Staatsregierung getragenen Dachverband für die Medienaus- und -fortbildung in Bayern. Unsere Bildungskonzepte sind durch die Mitarbeit in der ARGE ProEthik geprägt.
In Erfüllung der Maßgaben und zum dezidierten Nachweis Ihrer erworbenen Qualifikation sind die Bildungsinhalte in Ihrem Nachweis „Certified Social Media Manager (FH)“ explizit ausgewiesen.
Sie umfassen das komplette Anforderungsprofil vom Aufbau des Online-Marktes, seiner spezifischen Sales-Marketingkommunikation und -strategien sowie deren Vertiefung hinsichtlich Leadgenerierung wie Verbindung zum Offline-Markt gleichermaßen.
Ihr Zertifikat „Certified Social Media Manager (FH)“ ist für Unternehmensführer, Behördenleiter oder Personalchefs ein Kompetenznachweis auf hohem Niveau. Zudem profitieren Sie von dem vorzüglichen Ruf der Allensbach Hochschule und der Münchner Marketing Akademie in der Wirtschaft, bei Verbänden und bei Verwaltungen.
