The Power of Social Network PR:
Advanced Bootcamp on Twitter, Facebook and
LinkedIn—On-Demand Training Webinar

If you’re ready to put social networks to work increasing your visibility and improving customer relationships . . .

The revolution in social media PR has begun, and it’s helping communications professionals achieve amazing results—increased press release pick-up, higher website traffic, true engagement with customers, and even greater sales. What’s more, a recent study found that companies using social networking sites are 17 times more likely to improve customer satisfaction than companies that don’t.

If you’re ready to take your social media efforts to the next level— and ready to get started now—The Power of Social Network PR:
Advanced Bootcamp was made for you.

Use this online self-study course to train your staff thoroughly and efficiently in just 4½ hours

No matter where you are on the social media PR adoption curve, The Power of Social Media PR: Advanced Bootcamp will vault you into mastery—from fundamentals to advanced techniques.

These sessions cover Twitter, Facebook and LinkedIn completely, starting with the planning and budgeting process and moving into advanced techniques. Above all, you’ll hear about the latest tactics that are meeting success—as well as errors committed—so you can design or refine your program with real-world intelligence.

To make your learning easy and efficient, the course comes complete with all handout materials (downloadable pdf) and transcripts.

Schedule the three training sessions at your team’s convenience—any time or place

The course is divided into three 1½ webinar sessions—one for each of the three major social networks—so you can easily schedule your learning process. (You can even schedule to listen and view sessions in shorter time increments, if that suits your schedule.)

All you need to participate is a computer and a phone line. You can create a team learning experience, or individual members of your team can acquire these skills on their own.

Best of all, when you purchase The Power of Social Network PR: Advanced Bootcamp, you have unlimited access: You can train additional staff two months from now or go back and review any time.

Taught by three social network experts who walk the talk

Social media PR is not a theory of communication—it’s a living, breathing, fast-paced dynamic process. When you learn these techniques, you want to acquire them from people who have extensive hands-on experience.

Our instructors for this bootcamp pass the reality test: John Bell, John Earnhardt and Chuck Hester are social media veterans with years of tested experience . . . and leadership.

Hands-on, real-world social network techniques ensure your efforts are savvy and successful

Rest assured: The Power of Social Network PR: Advanced Bootcamp delivers pure practicality—tips, tricks and best practices you can put to use immediately. The emphasis is on action—how to do it correctly, with maximum impact . . . and how not to do it. Take a look at the dozens and dozens of topics you’ll cover during this course—listed on the next three pages. No other social network PR professional development experience offers so much in such a short period of time.

How to make a cost-effective bootcamp even more attractive: Provide a $100 discount

Many PR practitioners have paid as much as $897 for these social media webinar trainings, and we’ve dropped the price to $595—an outstanding value, considering that you receive unlimited access to the presentations.

However, as an introductory offer, for the next 30 days, you can purchase this course for only $495—a $100 savings. Best of all, you can register now and start today.

This 90-minutes session unlocks the limitless potential of today’s hottest social network marketing tool

Twitter can be an amazing networking tool. But it’s much more than a 140-character-limit mash-up of IM and online chat rooms. Fact is, micro-blogging services like Twitter offer exciting new WOM, viral marketing and communications possibilities for PR and marketing professionals because they’re perfectly tailored for mobile devices.

Yet PR practitioners must be aware of critical social media rules and guidelines before considering incorporating channels like Twitter into their work.

This practical training webinar with a Twitter power user reveals the ins and outs of “tweeting etiquette”—and is the starter guide your team needs to begin using this important social media tool.

In one hour, you’ll learn how to set up a Twitter account for your client or company, how to post regular Twitter updates, how to build your Twitter network, how to use Twitter to keep in touch with bloggers and media, how to monitor your brand on Twitter, and how to promote campaigns or products on Twitter.

Your instructor, John Earnhardt, senior manager, global media operations, Cisco Systems, reviews Twitter case studies and reveals best practices of PR campaigns that have used Twitter—while showing PR how best to craft “twit pitches” to members of the media on Twitter. What’s more, our social media guru will show you how to use Twitter to find communities interested in your company or client—and outline how you and your team can contribute to the conversation around your product, brand or service to drive greater visibility, buzz and results online and off.

Here are the practical topics you’ll cover:

• Convincing Data: Why you need to be on Twitter now—and how to sell the idea to management and clients
• Case Studies: Concrete examples you can take to your execs to show how Twitter can help build brand, reputation, stakeholder relationships and the bottom line
• Key Definitions: What Twitter is—and isn’t—plus how microblogging works
• How to create a Twitter Profile: Guidelines for creating a Twitter “handle” and setting up an effective profile
• Building a Twitter Presence: Simple steps for building an “audience” and following others on Twitter
• Writing Effective Tweets: Tips for driving buzz and results in 140 characters or less
• Essential Twitter Tools: Apps and add-ons that will make your experience of Twitter more useful and valuable—from TweetDeck and Twirl to other new widgets
• Monitoring Essentials: How to track what’s being said about you or your brand, company or products on Twitter and other social media
• Twitter for Media Relations: How and when to pitch journalists using Twitter in 140 characters or less—plus how to use Twitter pitches to establish relationships with journalists
• PR Faux Pas: The most common mistakes PR people make on Twitter—and how to avoid them
• How to incorporate Twitter into traditional communications plans, programs and campaigns
• Measurement and Metrics: How to measure your Twitter effort’s value and prove it to management
• Crisis Tips: The role Twitter, Facebook and other social media play in communicating with stakeholders when bad news or events happen

INSTRUCTOR:

John Earnhardt, Senior Manager, Global Media Operations, Public Relations, Cisco Systems John manages the Cisco PR team’s media strategy, finance and CFO PR, corporate op-ed program, broadcast media strategy, and executive media training, and he is the “blogger-in-chief” and “tweeter-in-chief” for the company. He can be followed Twitter @CiscoSystems. Previously, he managed policy communications in Cisco’s global policy and government affairs department where he was responsible for using communications channels to advance Cisco’s state, federal and global public policy objectives. This is where he started the first blog for Cisco in 2005. John also handled media relations on public policy issues in addition to starting and managing Cisco’s political action committee. He joined Cisco in 1999 as corporate public relations manager in the office of the president.

MODERATOR:

Brian Pittman, Director of Content, Bulldog Reporter’s PR University

In just 90 minutes, learn how to master corporate communications in this hugely influential network

With over 150 million members, Facebook can be an amazing networking and marketing tool. But the possibilities for marketers and communicators beyond customer relations are limitless—with Facebook increasingly helping brands reach and engage stakeholders from analysts to clients and media.

Yet there are social media mores, guidelines and inside techniques PR practitioners must be aware of before jumping on to Facebook. This practical, hands-on training webinar with John Bell, executive creative director of Ogilvy’s 360° Digital Influence and past president of the Word of Mouth Marketing Association (WOMMA), reveals inside Facebook strategies for PR—the ideal starter guide your team can use to begin mastering this important social media tool.

In just 1½ hours, you’ll learn best practices for establishing your brand on Facebook, growing your presence, activating your community, integrating Facebook into your customer relationships and future campaigns, and measuring your success. Following real world success stories and tips from leaders in Facebook branding,
you’ll come away with great ideas and the resources to put your own brand strategy into action.

Here are the immediately useable takeaways you’ll acquire:

• Facebook Update: How the site works, who it reaches—and the new opportunities it creates for PR
• Convincing Data: How to sell a Facebook presence to skeptical management and clientsStrategic Planning: Key questions every PR team must ask—and answer—before jumping into Facebook
• Resources to build fan pages, buy Facebook ads and import Twitter feedsEssential Resources: The talent, technologies and time you must have on hand to ensure your success on Facebook
• Cost-cutting tips for launching Facebook campaigns on a shoestring
• Secrets of Stellar Facebook Pages: Tips for creating an effective Facebook for your company, client, brand or product
• Next Steps: New ideas to supercharge your existing Facebook presence
• Spreading the Word: How to build buzz and attract a wider audience to your Facebook site
• Facebook Faux Pas: Social media do’s and don’ts—plus warns from brands that blew it big time
• Best Practices and Case Studies: Examples you can take to your execs to show how Facebook can help build brand and the bottom line—plus real-life techniques and secrets of successful PR-driven Facebook campaigns
• How to integrate Facebook with your organization’s other social media channels and programs
• Measurement and Metrics: How to measure the value of your Facebook presence and prove it to management

INSTRUCTOR:

John Bell, Managing Director/Executive Creative Director, 360° Digital Influence, Ogilvy Public Relations; Past President, Word of Mouth Marketing Association (WOMMA)

John manages 360° Digital Influence, Ogilvy PR’s global digital practice designed to manage brands at a time when anyone can be an influencer and we are all influenced in new ways. His team has developed and executed social media strategy for clients as diverse as Lenovo, Unilever, all the way to the department of Health and Human Services. The team’s focus is on engaging through conversations, outreach to new influencers and word of mouth marketing. Prior to Ogilvy, John was creative director at Discovery Communications, where he transformed a single website into 14 web properties from DiscoveryKids.com to Animalplanet.com and more. In the early nineties, when interactive television was imminent, John headed up the visual design studio for the joint ITV venture between Viacom and AT&T. Previously, John served as president of the Word of Mouth Marketing Association (WOMMA).

MODERATOR:

Brian Pittman, Director of Content, Bulldog Reporter’s PR University

Learn inside tips for tapping into this 40-million strong community in a single, concise 11/2-hour session.

With over 40 million members worldwide, LinkedIn can be an amazing networking and messaging tool. But the possibilities for marketers and communicators beyond networking are limitless—with LinkedIn now helping brands reach and engage customers, clients, media and even potential employees.

Yet there are strategies, customs and specialized tactics PR practitioners must be aware of before considering incorporating LinkedIn into their programs.

This practical, “in-the-trenches” training program reveals the little-known insights for using LinkedIn as a PR tool, including how to create a LinkedIn strategy for your brand, how to build a winning profile, presence and visibility on LinkedIn, LinkedIn case studies and best practices of successful LinkedIn PR campaigns.

You’ll also learn how to use LinkedIn to find communities interested in your company—from building and managing LinkedIn groups to integrating LinkedIn into Facebook and Twitter accounts—and discover how you can contribute to the conversation around your product, brand or service to drive greater visibility, buzz and results.

Here are the practical takeaways you’ll acquire:

• Convincing Data: Why you need to be on LinkedIn now—and how to sell the idea to management and clients
• Case Studies: Concrete examples you can take to your execs to show how LinkedIn can help build brand, reputation, stakeholder relationships and the bottom line
• Key Definitions: What LinkedIn is—and isn’t—plus how online social networking works
• How to create a LinkedIn Profile: Guidelines for setting up an effective profile
• Building a LinkedIn Presence: Simple steps for building a following quickly—and for networking with influentials on LinkedIn
• Writing Effective Status Updates: Tips for driving buzz and results in as few characters as possible
• Essential LinkedIn Tools: Apps and add-ons that will make your experience with LinkedIn more useful and valuable—from InMail and LinkedIn Groups to Q&A and other new widgets
• Monitoring Essentials: How to track chatter about you or your brand, company or products on LinkedIn and other social media
• LinkedIn for Media Relations: How to reach and pitch journalists using LinkedIn—plus examples of LinkedIn pitches that earned media coverage
• PR Faux Pas: The ten most common mistakes PR people make on LinkedIn and social networks—and how to avoid them
• How to integrate your LinkedIn, Facebook, Twitter and other social networking accounts so they work together to drive messaging
• How to incorporate LinkedIn into traditional communications plans, programs and campaigns
• Measurement and Metrics: How to measure your LinkedIn effort’s value and prove it to management
• Crisis Tips: The role LinkedIn and other social media play in communicating with stakeholders when bad news or events happen

INSTRUCTOR:

Chuck Hester, Communications Director, iContact; Author, “Linking In to Pay it Forward”; Member, Social Media Club Advisory Council

Chuck has over 25 years experience in public relations, marketing and branding, with stints as an in-house marketing director and public relations director for two marketing agencies. He has worked with such clients as TEAC, Western Digital and the Department of Defense Technology Transfer Program. A LinkedIn power connector, Chuck has more than 9200 direct connections. He is a sought-after expert on using LinkedIn for media relations, personal and professional branding and using social media to build business contacts. Chuck has spoken at conferences throughout nation—and worldwide, and as communications director for iContact, an email marketing software company, Chuck has used the power of social media to secure placements in national press, including Inc., Fast Company, The New York Times and The Wall Street Journal.

MODERATOR:

Brian Pittman, Director of Content, Bulldog Reporter’s PR University