Social media is embraced by a growing number of businesses to help improve customer experience, entering into a dialog with the market, improve brand reputation and so much more. As a Certified Social Media Manager you acquired new skills to engage with your audience way above and beyond advertising, cold calls and email marketing. Social Media Academy Alumni are more savvy with social networks and tools including social media monitoring and social analytics and have a broader understanding about what it takes to build more valuable networks, smarter and more creative initiatives and more compelling social media programs. Everything you learn in the Academy is based on real life experience and supported by methods that are used by other social media managers or strategists around the world.

1. Certified Social Media Manager
Training Introduction
Axel Schultze
CEO Xeesm Corp
Social Media Academy Faculty
#SMACAD
© Copyright Xeequa Corp. 2008

2. #SMACAD
Social Media Academy
Social Media Specific Business Education
Over 3,000 participants from 24 countries
Certified Social Media Strategist
Certified Social Media Manager
Corporate Social Media Education
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3. #SMACAD
Social Media Career
Cap Gemini is hiring 1,000 consultants and
expect social media experience, yet will let go
others
Google is expecting social media engagement
and provides bonus incentive of extra 25% +-
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4. #SMACAD
14,000 Social media positions
Our research suggests that there
are currently approximately
14,000 open social media
positions in the US alone.
In booming Europe it is no
different – social media
experience is a sought after skill
set
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” .
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5. #SMACAD
How hiring managers & recruiters work
Review resumes and double check on
LinkedIn?
That was yesterday
Today: Scanning the social web to draw a
picture of the applicant
Communication skills
Socializing skills / team spirit
Subject matter expertise – reputation
The rolodex is replaced by the network
Visible expertise on blogs and other media
If you are a lonely guy, isolated from
today’s world, your chance to get a job is
almost none.
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6. #SMACAD
Job Description Social Media Director / Strategist
Responsibilities
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
Own the roadmap budget for the social media tools in use on the Company’s sites,
directing social media tool integration
Recruit and oversee the Social Media Team, ensuring a superior quality of communication
and project delivery is provided at all times
Coordinate the planning of social media campaigns, ensuring customer acquisition and
supporting monetization across the company’s portfolio
Source and manage relationships with social monitoring and platform partners to support
and develop commercial opportunities
Act as the advocate of social media integration within the Company, influencing overall
site and business strategies
Provide benchmarks and analyse data provided by the Social Media Team, to inform
company-wide decision-making and commercial campaign targets are met
Monitor and comment on trends in social media trends and application, acting as
company spokesperson within the Social Media industry
Monitor the competition and be aware of market changes and developments
Requirements
Creative, diplomatic, cool under pressure and fantastic interpersonal and presenting skills
Strong project management and organisational skills
Advanced knowledge and understanding of social media and networking platforms and
monitoring suite suppliers
Deep knowledge of the Company’s industry and great contact book
Experience of business and strategy development
Ability to build and leverage a strong network of peers and partners
P&L experience
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7. #SMACAD
Methodology Overview
Four Quadrant Assessment Methodology
Customer, Brand, Partner, Competition
NCP Model
Network – Contribution – Participation
Strategy Hexagon
Goal, Mission, Benefit, Action, Program,
Report
Social Media Planning Framework
Oxymoron? Unique creative vs. repeatable
model
Organization Model
A Social Media Service Architecture
Social Media ROI
How to deal with it how to calculate an ROI
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8. #SMACAD
As a Social Media Manager
Develop creative social media initiatives
Be able to professionally plan social media
programs and execute them
Apply the experience you gained
Share it and jointly make a difference
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9. #SMACAD
An online learning experience for an online world
We educate where we live – online
Real online collaboration experience
from day one
We use closed groups to collaborate
Exercises every week
We are all “hands on”
You will collaborate with people
around the world
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10. #SMACAD
The Key Elements Of The Certification
Developing online communication skills
Experience with tools, places & networks
Detailed presence development on Facebook,
LinkedIn, Twitter, YouTube, Plancast, Blog
setup, Xeesm and several others
Online collaboration skills development
Social media plan development
Social media time management
Reporting & analytics
Budget and resource planning
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11. Over 60 strategists and over 5,000 attendees
from a variety of education programs
#SMACAD
© Copyright Xeequa Corp. 2008

12. #SMACAD
Social Media Manager Class
Starting July 12 (registration deadline July 1)
12 lessons - on demand at your own leisure
4 Instructor lead workshops
Every Tuesday (90 – 120 min.)
US/EU Workshops starting
09:00 am (PST) / 12:00 am EST
17:00 (GMT)
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13. #SMACAD
Thank You +1 (650) 384-0057
http://SMACAD.com
Social Media Academy Page and Group
Social Media Academy Group
@smacad
All social presences: http://xeesm.com/smacad
© 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.
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.
Social Media Academy | 228 Hamilton Ave. | Palo Alto, CA 94301 | (650) 384-0057
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14. #SMACAD
About
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.
The Social Media Academy is based in Palo Alto, California with
representation in Europe and Australia. For more information visit
http://smacad.com
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