Program Guide

Official Guide to The Social Lights Community Manager Training Program

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Welcome
The Social Lights is proud to launch our Community Manager Training Programan accelerated management training curriculum designed to groom the next generation of leaders for coveted social media positions at Fortune 500 companies. Our practical, hands-on program provides trainees not only the knowledge needed to assume responsible roles in social media marketing for organizations, but with the skills required to make sound decisions and set strategic priorities for corporate brands in an ever-changing online marketplace. The Social Lights Community Managers are trained to route questions to appropriate teams, seek out answers, and make sure community members feel engaged in brand discussions identifying brand opportunities and spotting threats before they escalate into damaging crises. Our Community Manager Training Program is in the classroom, online, and out in the field. It blends real client projects with industry speakers, relevant case studies, and social opportunities spanning a variety of industries and tasks. Participants learn the best ways to align strategy, create content, develop creative, manage multiple platforms and pages at once, and measure the success of their efforts. There is no other course like The Social Lights Community Manager Training Program that provides in-depth, in-person, comprehensive training in the burgeoning field of social media and digital communications. We are extremely excited to offer The Social Lights Community Manager Training Program and groom the next generation of leaders for social media positions.

Emily Pritchard and Martha McCarthy Founders of The Social Lights

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About The Social Lights

Emily Pritchard and Martha McCarthy founded The Social Lights LLC in January 2011 to help client companies connect with their audiences online. While we remain a boutique agency, we hold strategic partnerships with some of the industrys brightest creative and technology partners. From web design to videography to Facebook apps, we integrate the pieces in one master digital marketing strategy, ensuring everything works together to deliver the highest ROI. To date, weve helped over 30 companies (ranging from startups to Fortune 100 companies), craft their social media strategy in a way that leaves a lasting brand impression on their loyal fans and followers. The Social Lights robust growth is organically fueled by long-term clients and partners that continually recommend our work. We manage social media strategy and day-to-day community management for a variety of clients spanning a wide range of industries. In doing so, weve learned a great deal about what it takes to be a strong Community Manager, and the strategies that work best given the industry, audience, and business goals of the client. While there are hundreds of social media jobs posted each day across the country, the majority of applicants have no formal training and limited experience. Using our social media knowledge, experience, and passion for this flourishing field of communications, weve developed The Social Lights Community Manager Training Program to provide social media training and experience to qualified candidates.

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The Social Lights Community Manager Training Program is a blended course based on the

Focus Areas
of Community

Management
Strategy: Goal-Setting. Foundation. Framework.

part educational course

part boot camp

part internship

weeks of social challenges

Content: Development of Editorial and Copy. Creative Assets: Development of Photos, Graphics, Branding Components.

15 5

Community

WEEKS

6 12

Managers

MODULES

Management: Schedule. Monitor. Listen. Engage.

Focus Areas

Analytics: Report. Track. Measure.

The program is organized by The Social Lights LLC, a social media and digital marketing agency based in Minneapolis, MN. The Social Lights LLC is not a staffing agency and job placement is NOT guaranteed. The Social Lights provides top quality social media training and talent placement; and theres no other training or placement program like it.

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Program Overview
Social is the future. Were here to invest in your future and the future of social for some of the biggest, most progressive, most creative clients across the country.
We developed The Social Lights Community Manager Training Program to groom the next generation of marketers for coveted social media positions at top client companies. Using our proprietary curriculum, we equip trainees with the knowledge and tools to confidently act as the eyes, ears and voice of a brand, and excel as social media Community Managers. Our training blends real client projects with industry speakers, relevant case studies, and competitive social media challenges. Participants learn to align strategy, create content, develop creative, manage multiple platforms and pages at once, and measure the success of their efforts. We selected 15 Program Participants with degrees from 11 different colleges and universities to join us in Minneapolis, MN this summer for a 6-week accelerated Community Manager Training Program.

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Framework/Modules
The program contains 12 modules that build upon the essential skills necessary to confidently act as the eyes, ears, and voice of a brand and serve as a liaison between the brand and the people. Each module will be organized with the following framework:

1 4 7 10

Community Management: A Varied Role

2 5 8 11

Listening

3 6 9 12

Cross-Channel Content Creation, Curation, Optimization

Content Development

Content Strategy

Creative Asset Development

Engagement

Crisis Management

Analytics

Integrated Strategies

Business Professionalism

The Ultimate Challenge!

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05

Speaker Lineup + Topics

Speaker Name
Mary Meehan Lee Odden Arik Hanson Betsey Kershaw & Patty Radford Henderson David Krejci Catherine Engel Paul Iskason Chris Werle

Topic
Cultural Intelligence: Translating the Consumer Market with Trends

Cross-Channel Content Social Media Content Development Content Strategy Case Study of Crisis Management Metrics and Social Media ROI Etc., Etc. - Some thoughts on modern brands, social media and
other fun topics for Community Managers

Its Not About You - Community Management on behalf of

an organization or brand

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SOCIAL HOUR Panel Discussion

This event was the first of a series of invite-only social media events sponsored by The Social Lights to bring together a community of Community Managers in the Twin Cities. This was not a typical panel discussion, rather a talk show format with a laid-back and conversational vibe. Its like The View over cocktail hour: peers passionately discussing (and sometimes disagreeing) about their craft. The goal of the conversation was to both have answers about what has worked in the past as well as questions about strategy and tactics for the future. Fun, right?!

Panelist

Catherine Engel Alli Kahle Brooke Nelson Drew Gneiser

Title

Marketing Consultant @RedWingShoes Community Manager @GreenMill Local Marketing Specialist @IKEATwinCities Community Manager @fmsc_org

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our Class of 2013!

Our Goal: Equip these highly talented individuals with the skills to become full-time social media Community Managers.

aBby Olson Adrianna Pulver Alex haider Chloe cunagin Conor Champley Jane lee jason touw Jenn Orr

karly wallack libby benda Maggie hughes nash larson Nick massahos rob leMay stacy white talia schmitz

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with degrees from 11 different colleges + universities

bethel university college of St. benedict College of charleston (SC) gustavus adolphus college hamline university iowa state university lynn university (FL) suffolk university (ma) TuFTS university (MA) university of Minnesota university of st. thomas
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CMTP Ultimate Challenge Company Descriptions

Nada Worry
Created in 2012 as a vehicle for passions, Nada Worry is the premiere lifestyle brand for action sports and adventure travelers who dare to be free. Drawing inspiration from various genres of music and cultures across the globe, Nada Worry represents the positive movements of life. The company is a strong advocate of the local action sport scene and supports their efforts by organizing, sponsoring and promoting events, athletes, and thrill seekers.

ClotIt

Protg Biomedical is a start-up medical device company with a unique line of hemostatic devices developed to rapidly stop bleeding in human and animal wounds. ClotIt is Protg Biomedicals first product, which will launch this summer online and in pet stores and veterinary clinics.

Goodwill/Easter Seals MN
Goodwill/Easter Seals Minnesota assists people with barriers to education, employment and independence in achieving their goals. Most millennials are familiar with Goodwill retail stores, but dont necessarily think of Goodwill for Halloween costume shopping. Halloween at Goodwill is similar to Christmas at national retailers: It provides a short, seasonal opportunity to drive store traffic and sales, both by veteran and new Goodwill shoppers. It is also an opportunity to introduce Goodwill to new segments of the shopping audience, including young adults and non-thrift shoppers.

Immaculate Baking
Immaculate Baking is best known for its delicious refrigerated baking dough and colorful American folk art packaging. With a fun variety of products, Immaculate Baking offers goodies made with high-quality organic and natural ingredients. Its mission is to Bake Well, Be Creative, Have Fun, and Give Back. General Mills recently acquired Immaculate Baking and is now developing plans to expand the brand nationally.

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Libby Benda
Creative Junkie. Thrill Seeker. Out-of-the-box Enthusiast. Libby graduated from the University of St. Thomas where she earned a degree in Communications while focusing on how to turn her social media skills into a tangible career path. Past & current experiences in the professional field have allowed her to gain a plethora of knowledge & grow from a young social media grasshopper (wax on, wax off) into an inspired guru. Her knowledge and passion for the ever-changing tools in our digital world keep her on her toes; always looking for new ways to incorporate her creative juices & social expertise. When she isnt Tweeting/Vine-ing/Facebook-ing/Instagram-ing, Libby is perfecting her yoga practice* (*see: Spiritual Gangster), channeling her inner Chelsea Handler, and attempting to discover what actually happened on Lost.

Conor Champley
Conor Champley is a great American who is very upset that John Deere does not recognize beard farming as a credible skill. His infancy was spent writing stories about wolves, and it was clear that this was going to be his profession until he grew up and started running out of food. Now, Conor writes ads. He was once called an amazing person in 2008 by some guy who likes people, and he has tremendous respect for anyone who participates in facial topiary. In his spare time, Conor makes and directs things.

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Chloe Cunagin
Chloe Cunagin was born and raised in Minneapolis, MN and graduated from the College of Charleston in Charleston, South Carolina with a major in Arts Management and a minor in Business Administration. Chloe originally sought out a career in music business, but captured a love for social media marketing through her relationships with influential marketing educators and an internship at a digital marketing agency. Chloe is an eager learner, confident opportunity seeker, and risk taker. She is inspired by big thinkers, innovators, and artists. In her spare time, she loves to run, attend music and sporting events, and walk her new puppy Mocha.

Alex Haider
Creating mutually beneficial relationships is what drives Alex to help create connections through social media. She graduated from the College of Saint Benedict and started her career in the Minneapolis Public Schools doing community outreach, but has since moved into a position in the health insurance industry. On a normal day, you can find her exploring Minneapolis, cooking, or listening to MPR. She lives by the motto, plan well, flex well. Alex is a maker of lists, a proud cat lady, sassy local blogger, and enthusiastic foodie. Connect with her @AlexandraHaider.

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Maggie Hughes
Creating integrated marketing campaigns that allow consumers to connect to brands on a personal level is Maggie Hughes passion. While attending Iowa State University, Maggie studied Advertising and Sociology and volunteered at the Margaret Sloss Womens Center. Maggies favorite activities are playing with her dog, binging on Arrested Development, Harry Potter marathons, and crafting.

Nash Larson
Do what you love, and youll love what you do. Clich maybe, but this piece of fortune cookie wisdom has been a hallmark of Nashs life pursuits. As a devoted soccer fan, Nash has tasked himself with growing the sport in America centralized around his blog Spotty Finish, which acts as a central nervous system to his social media output. An adventurer at heart he has spanned the globe looking for new stories and experiences, ever willing to take on a new challenge, documenting as he goes. As a California native and former Hawaii resident, Nash can be found paddling out to a surf break, or relaxing in a local foodie hotspot reciting his favorite Sean Connery lines. Currently he tells his stories in the Twin Cities as a communication major at the University of Minnesota, still loving what he does.
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Jane Lee
Glued to her MacBook, Jane stays busy studying the importance of online presence while utilizing her web and graphic skills. She blogs, codes and designs to feed her love for all things digital. In particular, social media fascinates Jane because she sees the impact it has on other peoples lives. She even met her guy online! When she finds time to disconnect she enjoys riding on the back of a motorcycle, tossing a Frisbee or spending time in the lovely city of Minneapolis.

Rob LeMay
Rob graduated from Bethel University in May 2013 with a degree in business with an emphasis in marketing and a minor in leadership studies. Through my rigorous studies and internship experiences I have really developed a passion for marketing and social media. I enjoy coming up with campaigns, strategizing and launching those plans, and ultimately analyzing the success of our efforts. Rob has been a part of large, publicly traded companies that reach over 500,000 people per week to small startups just starting out on social media. When Rob isnt working he enjoys running, golfing and playing basketball, and has an undying passion for music.

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Nick Massahos
As a child, Nick showed strong perfectionist tendencies while coloring one day in elementary school. His teacher took a crayon, and scribbled all over his paper. This event will always stand out because it was both terrifying and an important life lesson. Ever since, Nick has been coloring outside of the lines. He left his job to pursue his passions for creativity and technology. As an audio and video mashup artist on Vine, Nick captivates an ever-growing audience with the obscurity of his work. He also has an incredible ability for bringing people together, a skill that he uses to run a group of highly talented Vine artists in a common place. Nick has an eye for talent and an appreciation for what comes from insight and collaboration in a group.

Abby Olson

NEED PHOTO

From a very early age, Abby has been intrigued by brand power. This, and her passion for fashion is what motivated her to seek a job in retail, and eventually, a degree in Marketing from the University of St. Thomas. In June 2012, she combined these interests into a summer internship and subsequently added social media to her list of pursuits. She loves using all kinds of social media forums to share her thoughts with the world, and is excited to learn more about their new influence in the business world. In Abbys spare time she enjoys blogging with her sister on their shared blog, HeelsAndSunkissedCurls.com, and spending time with her beloved friends and family.

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Jennifer Orr
Jennifer (Jenn) Orr moved to Minneapolis in February 2013 from her hometown of sunny Buffalo, NY. She graduated from Suffolk University in Boston in 2011 and since has worked as a news reporter. After moving to MN, she began exploring opportunities in public relations and found that her writing and media experience translated well in a new, exciting line of work. She recently joined The Social Lights as a Community Manager, starting off with the entertainment and hospitality industry. When Jenns not hard at work, you can probably find her at a music show, exploring new restaurants, or at home watching Netflix with her cat. With a writer and communicator comes a natural born conversationalist (talking is kind of her thing). Connect with her on Twitter at @Jennorr27.

Adrianna Pulver
Did you know Adriana Pulver is a pilot? Well actually, if asked she will say she once flew a plane over the Swiss Alps and that doesnt qualify, but it was an adventure and thats what she is all about. A music lover, Adrianna scourers the Twin Cities in search of new bands waiting to be unearthed, a passion developed from her familys musical background and as a former employee of City Pages street team. Constantly contesting the notion that work cant be fun, she is both highly motivated and driven in anything she pursues. Adrianna graduated from the University of Minnesota and landed a position at Target corporate in downtown Minneapolis. She stays true to her roots whilst expanding her horizons through traveling to Europe and living round the country from Boulder, Colorado to Hawaii.
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Talia Schmitz
A career in Social Media Management seemed more like a dream than a reality to Talia until she was put in charge of creating and maintaining a Facebook page for a hotel restaurant in 2010. This experience allowed Talia to witness the importance and impact of social media for a business. Inspired, she continued to follow the path of working within the realm of social media, eventually landing a job as Communications Assistant at a prominent Medical Center in Fargo, North Dakota. Even though she now lives in St. Paul, MN, Talia continues to manage social media for that medical center and is thrilled with its success. She is incredibly excited to use her knowledge and talents as a Social Media Manager with the Social Lights to help other businesses reap the benefits of the exposure that social media can bring. Talia graduated from Gustavus Adolphus College in 2011 with a degree in Communications. If shes not at a Starbucks working on Pinterest, Facebook, Twitter, blogging, etc., she can be found spending time with her friends and family, working out at the YMCA, or cooking in her kitchen. Want to see more? Check out her blog at www.shethoughtynot.com

Jason A. Touw
Jason lived overseas in Brussels, Belgium for 18 years and graduated from @lynnuniversity in Boca Raton, FL with a BSBA and MBA. Jason is a social media junkie and loves to help others. Jason has experience in multiple industries including Hospitality, Internet Security, and Marketing. He recently started Social Networking LLC as a side opportunity where he plans to help others learn more about how to use Social Networking and mobile devices. Jason also is very involved with the community and spends many hours each week volunteering for his church and nonprofit, Knights of Columbus in Bloomington, MN, where he acts as their Online Community Manager, heading up all aspects of social and digital media.
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Karly Wallack
As a social media enthusiast and avid bibliophile, Karly loves the sociability of the web and is inspired by the imaginations of authors who have captured her attention through their work. She loves learning about eccentric ideas, and her Cultural Anthropology minor has motivated her desire to understand the world through the eyes of others. Outside of her career aspirations, Karly has a weakness for otters and narwhals, and a shameless love for How I Met Your Mother. She is a Minnesota sports fan (despite how many times it may break her heart) and enjoys running through the Twin Cities.

Stacy White
Stacy started her career as a Digital Strategist in Chicago, and hasnt looked back since. Graduating from Tufts University with a double major in Spanish and International Relations, Stacy loves the duality of seeing the big picture, while paying attention to the small details. When shes not pinning new recipes on Pinterest or jumping into conversations on Twitter, she can most often be found exploring the Twin Cities and all the new restaurants that keep popping up!

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Our Goal:
Equip these highly talented individuals with the skills to become full-time social media Community Managers.

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Hiring Social Media Talent?

The Social Lights will work as a strategic partner with your company and build the right social media team to execute ongoing social media strategy and community management.
Talent will be selected based on the appropriate mix of experience; both social media and digital marketing experience, and industry experience. You wont just get the team thats available. With The Social Lights, you get the A-team, built specifically for you. Additionally, you wont have to worry about this team being a separate entity than your brand, because our approach is to fully immerse Community Manager(s) in the brand to get a 360-degree view of whats going on at your company.

This hybrid approach puts the Community Manager(s) in-house without the in-house headaches. Forget about the laborious cycle of recruiting, hiring, training, managing, and adding another employee to the payroll/benefit plans. The talent will remain employees of The Social Lights, LLC. In doing so, The Social Lights will support employee management, ongoing training, overall social media strategy, etc. You get the power of an agency when its needed, with the convenience of an in-house team to act as the eyes, ears and voice of your brand. By working with The Social Lights, companies can source social media talent more quickly and cost-effectively, determine which online channels provide the best results, and optimize their digital marketing operations.

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Follow The Social Lights

#CMTP on Facebook, Twitter and The Social Lights blog to see whats happening this summer! @TheSocialLights

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