1. Introduction to Social Media

• The 3 functions of social media:
  • Inform
  • Innovate
  • Execute
• Nature of digital engagement
• Overview of the platforms

2. Social Business Performance Framework

• Leadership
  • Setting a focus
  • Defining your user
  • Defining key themes
• Trust
  • The social media engagement ladder
  • governance and conflict management
  • gaining testimonials
• Brokerage
  • managing Influencers
  • using events
  • Tapping into affinity groups – Topics and tagging
• Integration
  • Integrating the end user experience
  • Leveraging existing activities
  • Integrating business functions (support etc)
• Incentives
  • Formal vs Informal incentives
  • SAPS model
  • Campaigns and competitions: how to structure an incentive program

3. Supporting tools

• Listening tools
• Management tools
• Campaigns and incentive tools

4. Implementation

• 4 stages of adoption
• Social media policy requirements
• Kick starting your community