IT | DE

SEO For Google+ & Google Search panel @ SMX West 2012
Instructor Sean Carlos speaks on SEO For Google+ & Google Search at SMX West 2012.

In the photo: Danny Sullivan, Search Engine Land; Sean Carlos, Antezeta; Janet Driscoll Miller, Search Mojo; Daniel Dulitz, Google; Monica Wright, Search Engine Land & Marketing Land (source: SMX)

Do you speak social?

Do you speak social logo

Put Social Media to work for your business!

Do you speak social? is a comprehensive course on putting social media to use for professional communication, as in the promotion of products and/or services, providing customer assistance and in understanding what people are already saying about our brands. The course covers advanced topics including listening, measurement and crisis management, while insuring a solid understanding of the basics – which in reality are often are deceptively more complicated than they appear at first glance.

“The teacher was impeccable. He was totally at ease with the subject, he ran the course with confidence, kindness and great availability.” — Gaspar Torriero, SayIT SA, Novazzano, Switzerland

World-wide people are highly engaged in digital plazas such as Facebook, Twitter, LinkedIn and YouTube. Even Google+ is beginning to capture user attention and, regardless, is important for Google search visibility. In the past companies were able to create and control their communication without much external interference, but times have changed and so must communication paradigms. People are talking now about companies and their products and services in various digital meeting places; companies really shouldn’t miss out on the benefits of participating in – and influencing – the discussions. But how can social channels be used effectively while avoiding common pitfalls? Our comprehensive social media course will help you tame the social media beast.

  • Instructor Sean Carlos
  • Duration The course is available in one or two day versions. The 2-day version allows for inclusion of a greater number topics and greater depth of their coverage
  • Location Milan, or for groups, at your business
  • Cost €695 /day + VAT (group discounts available). The fee includes course materials and certificate of completion
  • Terms Training registration is governed by our terms & conditions
  • Prerequisites Basic knowledge of how to use the Internet
  • Class size To insure effective instruction, registration for public training sessions is limited to 10 students
  • Language English. Training in Italian is available
  • Who is the course for? Interactive Media, Communication and PR Professionals
  • What will I learn? By attending this course, you will be able to:
    • What are the major social networks (where conversations take place)
    • What are the social network user demographics (who can be reached)
    • What are the types of social communication (how can social networks be used for business communication)
    • How social networks impact the greater internet ecosystem (e.g. a company's own website, search engines)
    • What are social network best practices and pitfalls to avoid?
    • How can social network marketing and its ROI be measured
  1. Introduction
    1. Start here
    2. The good old days of traditional communication
      1. Top-down
      2. Communication is limited to the establishment
      3. Maslow
    3. How social media changes expectations and communication
      1. Web 2.0 = Many Channels to Express Approval or Scorn, 24 x 7
      2. Social media elements and attributes
      3. Bottom-up social media success stories
    4. Major social media platforms: user demographics & statistics and highlights of the main differences
      1. Facebook
      2. LinkedIn
      3. twitter
      4. Google+
      5. YouTube
    5. Some of these competing platforms
      1. Xing, Viadeo ...
      2. A note on China
    6. Niche social media networks
    7. Blogs and discussion forums
    8. Photo sharing services
    9. Considerations in choosing which social networks to focus on
      1. business model (B2B, B2C, professional services, reputation)
      2. search engine visibility
  2. What are the key benefits and business opportunities? Some examples:
    1. E commerce
    2. Support
    3. PR / Image / Branding
    4. Engagement
    5. Influence and reputation
    6. Market research / leverage the wisdom of the crowds
  3. The main rule of social media is that there are no rules!
    1. The absence of rules and the role of guidelines
  4. Personal and company profiles
    1. Differences between accounts, profiles and pages
    2. The account username and password
      1. Real name policies
    3. User photo / avatar and background images
      1. Check the visibility of the background with a tool like Google Browser Size
    4. Biography or summary
    5. Link
    6. Vanity URLs
    7. Search engine considerations
    8. Administration
    9. A word to the wise: Facebook (or twitter etc) is not your home on the web!
    10. Profile inventories
    11. Exercise: create wining profiles and / or update existing ones
  5. Find old friends and a few new ones: making friends and following others
    1. Why follow others?
      1. To keep up to date, to keep an eye on someone or something
      2. To get noticed
    2. Symmetric and asymmetric relationships on Facebook, Twitter, Google+ and LinkedIn
    3. The relationship between followers and the followed
    4. Who can follow/friend others?
      1. Accounts, profiles, pages
    5. Finding profiles to follow
      1. Consulting other profiles
      2. Directories
      3. Suggestions based on an email address book
    6. Exercise: find potential friends
  6. Getting an (qualified) audience: getting followed
    1. Why does it matter?
    2. How to attract followers
      1. post updates of value often
      2. comment the posts of others
      3. promote your presence on social networks elsewhere
        1. directories
    3. Buy friends for only € 9.99 per kilo: it is really worth it?
  7. Contact lists
    1. What they are and how they're used
    2. On Facebook
      1. To limit the distribution of an update
      2. To limit the promotion of an event
    3. On Google+
      1. Google search visibility considerations
    4. On twitter
    5. Exercise: Create and enhance lists
  8. Writing an update (post) on Facebook, Twitter & Google+
    1. Update objectives
      1. If well written and published at the right time, a post can ...
    2. Anatomy of a post on Google+, Facebook and Twitter (apparent simplicity is deceptive)
      1. Administration options
      2. Link to the author's profile
      3. Text in bold or italics
      4. #hashtags (and searches)
      5. Attachments (photos, articles, videos)
      6. Distribution / access
      7. Publication date and the direct access link
      8. Engagement (ratings, shares and comments)
      9. The message text and its length
      10. ALL UPPERCASE
      11. Mentioning others
      12. Sharing links
      13. Add a photo
        1. Sources of free images
      14. Add a video
      15. Specify the location of the post
        1. How it can be useful
      16. Permissions
      17. Distribution, tactics and limits
      18. When is the best time to publish?
      19. Message sharing
      20. How often should one publish?
      21. The signal / noise ratio
      22. Find (and maintain) your voice
      23. Ghost writers and the importance of transparency
      24. Language
    3. Winning posts provide...
    4. The message - some ways of writing are more effective than others
    5. Always keep objectives in mind
    6. Simultaneous publication to multiple services
      1. How
      2. Considerations
    7. Scheduled updates
    8. Stream / news feed optimization (NFO) - not all updates are visible!
      1. The obstacles to update visibility
      2. Tips for achieving greater visibility
    9. Private becomes public is everyone ready?
    10. Before you press enter ...
    11. Damn ... how to delete an update
      1. Considerations
    12. Managing comments
      1. Timeliness
      2. Managing criticism
    13. Which service is most suitable for which type of update?
    14. A word on spam
    15. Exercise: Let's post!
  9. Engaging with others
    1. Appreciating others' engagement
    2. Commenting on others' engagement
    3. Sharing others' engagement
  10. Communities and discussion groups on LinkedIn and Facebook
    1. What they are and how they can be used
      1. The value for a company or organization
    2. Member motivations
    3. Differences between groups and company pages/profiles
    4. Access levels
    5. Prior to actively participating in a group ...
    6. Creating a group
  11. Events on Facebook, Twitter and LinkedIn
  12. Surveys on Facebook and LinkedIn
  13. Photo galleries
  14. Social search
    1. What do we mean by social search? The types of social search
  15. Listening: monitoring what is being said about you, your products and services
    1. What you can discover and what remains hidden
    2. What and how to monitor
    3. Combination words
    4. False positives
    5. Ad-hoc listening
      1. on twitter
      2. on Facebook
      3. on Google+
      4. on LinkedIn
      5. on forums and blogs
      6. using search engines such as Google and Bing
    6. Do-it-yourself monitoring dashboards
    7. Alert services (and their limits)
    8. Commercial services (with their strengths and weaknesses)
    9. Exercise: evaluate sentiment for a market sector
  16. Online influence and scoring services
    1. Who are online influencers?
      1. Its not always clear, and in any case, it depends
    2. What do we mean by online influence
    3. Know how influential someone is online: how it can be useful
    4. The observer effect
    5. Awards: premiums... and bait to keep influencers in the game?
    6. Considerations
  17. Management software for accounts and updates
  18. Evaluating the use of social media: measurement & analysis, between reality and fiction
    1. A definition
    2. ROI & objectives
    3. The different entities which can be measured – and considerations
    4. Where measurement occurs
    5. Defining a strategy
    6. Suggested measures
  19. Social media and crisis management
    1. Examples
    2. Common crisis causes
    3. Costs
    4. Preparations and management
  20. Social media buttons for website content
    1. Facilitate content sharing
    2. Tracking social interaction in Google Analytics
  21. Advertising
    1. Facebook
    2. Promoted Tweets on Twitter
    3. LinkedIn
  22. Backing up your data
  23. Developer APIs
  24. Case studies of success and failure: the use of social media by small and large businesses
  25. In conclusion: strategy definition and next steps
  26. Bibliography and resources
  27. Q & A
  28. Participant feedback

¹Subject to modification. We adjust the content of our courses based on student needs and current industry developments.

Is there a topic you don't see in the syllabus? Let's talk, the topic may already be part of the course even if it isn't explicitly stated above.

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  • Do you speak social?


    At: Antezeta Digital Marketing
    Via Porro Lambertenghi 18
    20159 Milan
    Italy
    Tel. +39 02 69 000 333