social media marketing essence 2013_03
TRANSCRIPT
How to Create a Social Media Strategy For the Best in Black Beauty Awards
Presented by Learning @ Time March 18, 2013
Table of Contents:
Background - Page 3
How training works - Page 12
Format - Page 13
Teacher bio - Page 16
Price - Page 17
Next steps - Page 19
You know what’s cool?
Having Janelle Monáe and Ted Gibson at an event.
The New York Times
thought so.
Let’s make better use of social media to highlight the amazing things Essence is doing with content and events.
Here’s the plan.
With the help of a teacher, you’ll learn social media marketing
techniques to make sure this year’s Best in Black Beauty
Awards – both editor’s and reader’s picks – create the kind of
fun social media opportunities for readers that attract
advertisers and sponsors.
How can we make this happen?
Take a look at last year’s Best in Black Beauty Awards. Notice anything about these reader’s choice picks?
How about now.
Since this is content sourced by readers, Essence has a real opportunity to create social channels for their audience.
We can take the deep engagement Essence already has with readers and apply it to a social campaign.
That’s where Learning @ Time comes in.
We have a network of teachers who do this work – on the practical and
strategy level – each and every day.
Your teacher will have a 15-minute pre-call with you or a team leader to
address specific needs and challenges.
All training is customized. Period. That means each training session includes
both a lecture and in-class brainstorm or workshop. Staff will leave with a
plan of action.
How training works:
Format:
Training will take place over a three part series. Each session is three hours and includes both a lecture and interactive workshop. Session 1: We’ll go platform by platform to cover
how staff can use Twitter, Facebook, and YouTube on the practical level. Staff will participate in an in-class workshop to brainstorm at least two new ways Essence can use social media to create value for readers. Then, we’ll make a plan of action for implementing those ideas.
Session 2: We’ll review how other brands have built
out social media campaigns with dedicated hashtags, social contests, and branded content opportunities. Staff will work in small groups to set social media goals for the Best in Black Beauty Awards and identify metrics for tracking them.
Format: Session 3: We’ll use the final session to audit the
Best in Black Beauty Awards social media plan – after it has already been executed. Staff will participate in a workshop to assess the campaign’s successes and weaknesses. We’ll talk about how to apply what we learned from this campaign to social media strategy going forward.
Staff will learn how to:
Use a Facebook poll to collect reader picks Integrate Facebook comments into article
content (as opposed to Disqus) Create a dedicated Twitter hashtag to track
engagement and build reader excitement Use Vine and YouTube to create user
generated video content opportunities Build excitement for sponsors with branded
social contests and promoted tweet opportunities
Meet your teacher, James Andrews:
James Andrews is the founder and CEO of Social People, where his clients include Nike, Lexus, Beats By Dre, The Grammy Awards, and Jane Fonda. Before launching Social People, he was Vice President at Ketchum Digital, where he directed global social media brand strategies for Monster.com, FedEx, Nokia, and Wendy’s.
James co-created the award-winning campaign #BeatCancer, an online campaign to microfund cancer research. He has blogged for Fast Company and Huffington Post, and has appeared as a contributor on CNN, Fox, and CNBC. He was named to the 2012 Ebony Power 100 list. James started his career in marketing at Columbia Records.
$1,000/session.
$3,000 for the total series.
Total cost of training?
Logistics to note:
Pricing is for the training only and doesn’t include refreshments.
We handle all event setup, details, and
content prep with the teacher. This is learning by doing. We may need
your help passing along an existing project the team has worked on for the brainstorm component. James Andrews is based in Atlanta.
Training will run on dates he is in New York.
Next steps:
Does the price fit your budget?
Does the content match your needs?
