Social Media for Sales Professionals is designed to build on the audience’s prior experience and knowledge. It is the intention that team members evaluate their current social media profiles and over the duration of this course, modify and ultimately implement newly discovered elevated skills.

Team members are expected to demonstrate the following over 8 weeks:

• Update their profile with a professional picture and bio
• Create their own user generated content in pictures, captions and videos
• Engage with clients on social media through captions and direct messages
• Engage with clients in “live” social spaces such as Zoom meetings, Instagram Live or Facebook Live

The expertise developed in this course can be translated to other social media platforms, as well as leveraged in emerging spaces to engage clients.

How to navigate lessons, activities and discussions:

There are 8 lessons within this course. One lesson will be released weekly. Team members are expected to review the content within the lesson and execute the assigned activity prior to attending the weekly group discussions. These discussions will be held over a 45 minute Zoom meeting. Topics for discussion will be previewed within the weekly release of each lesson. Team members should be prepared to share meaningful contributions based on their learnings from assigned activities. Please note: The last 10 minutes of the weekly discussion will be reserved for Q&A.

Must have tools (provided by the company):

• Computer
• WIFI
• iPhone
• Products
• Backdrop 6x6ft
• Ring Light

Apps to download:

• Instagram
• Facebook
• Zoom

Optional tools:

• Mic
• HD Webcam

Optional apps:

• Repost
• Photobooth-filming
• iMovie- editing
• Photoshop

Certification in Social Media for Sales Professionals is based on the following:

• Attendance and contribution during weekly Zoom meeting discussions
• Completion of a successful profile update
• Publishing of 3 posts featuring your own user generated content (rubric for posting)
• 3 peer reviews of posts (rubric for posting below) and 1 peer review of the final project (rubric for live shows below)
• Completion of the final project (after session 8): Host a Zoom Meeting Show or Live Show via Facebook or Instagram (rubric for live shows below)

Live Show/Video Rubric

Posting Pictures and Captions Rubric

Activity-

Please complete the SURVEY BELOW prior to the Zoom discussion. 

https://www.surveymonkey.com/r/BV8QPP6

Discussion-

Our first discussion will be a meet and greet format. We will share our social media handles and discuss previous experiences leveraging social media. The last 15 minutes will be held for a Q&A session to answer any outstanding questions about the course.

https://www.marketingmaven.com/2019/03/19/understanding-the-power-of-user-generated-content-in-2019/

Let’s talk user generated content (aka UGC). What is it and why is it beneficial to leverage? Check out the YouTube and article to learn more.

https://instapage.com/blog/what-is-user-generated-content

A subset of UGC is called Employee Generated Content EGC. This is us! Read this article below to understand more about your unique ability to influence and inspire customers.  There are also some great tips.

https://everyonesocial.com/blog/employee-generated-content/

https://www.starbucks.com/

Starbucks employees are as famous as the brand itself. The company has successfully highlighted their employees through Starbucks Partner EGC. Check out the Instagram dedicated to employees.

https://www.instagram.com/starbuckspartners/?igshid=1x7etsxg4x2tc

Also check out their EGC hashtag:  #ToBeAPartner  I discovered this Facebook post from searching the hashtag for inspiration.

https://fb.watch/24Z6NTNSAA/

Update Activity-

• Explore a popular brand’s hashtags. Note how to differentiate between UGC vs Ads? Share a favorite post with your facilitator and group members through direct message.
• Explore your direct competitors hashtags. Evaluate their employees UGC with the rubric for posting. Think about what you would like to emulate vs. avoid in your own content.

Discussion Questions-

1. Why is it important that brand content is authentic? How can you keep that authenticity as an employee?
2. What brands have successfully leveraged UGC? Why are they successful?
3. How did the competition measure up to the rubric? What common social media pitfalls do you want to avoid after your research for this week’s activities?

https://sproutsocial.com/insights/instagram-bios-for-businesses/

You’ve updated your profile picture based on what you’ve learned in previous social media coursework. Now it’s time to make the words just below that picture count. The bio is an incredibly important component to your social media strategy.  Based on shifting trends, it is a portion of your profile that requires periodic updating.

Review and take note from these two relevant articles from 2020 that can help you to evaluate your bio.

https://sproutsocial.com/insights/instagram-bios-for-businesses/

http://adespresso.com/blog/instagram-bio-for-business-how-to-write-examples/

Update Activity-

• Discover your own social media profile. Consider-what would someone who doesn’t know be able to determine based on the content and information provided?
• Check out your favorite influencer’s profiles.
• Modify your picture and bio based on what you learned from the assigned reading and influencer profiles. Not sure about the profile update? Direct message your 3 group members for feedback.

Discussion Questions-

1. Share what modifications you made to your profile. Why?
2. Do you feel you need a work and personal IG/FB? Why or why not?

https://www.bizjournals.com/bizjournals/news/2014/05/12/boost-social-media-credibility.html

Facebook, Instagram and other social media sites are the modern day client book. Communicating across these platforms with clarity and consistency are critical to building relationships with new and existing clients.

https://podcasts.apple.com/us/podcast/the-jasmine-star-show/id1479619320?i=1000472935205

https://podcasts.apple.com/us/podcast/the-jasmine-star-show/id1479619320?i=1000472935205

Listen to How to Write Scroll-Stopping Captions for Authentic Engagement from The Jasmine Star Show on Apple Podcasts. Revisit the Posting Pictures and Caption Rubric for reference as you listen in.

Posting Pictures and Captions Rubric

Update Activity-

• Utilize the rubric and lessons to develop a compelling photo and caption. Post your content to your social media profile tagging the facilitator and the 3 members of your team.
• Contribute constructive feedback to your team members on the 3 posts you are tagged in. Leverage the rubric for your commentary.

Discussion Questions-

1. What types of captions make you stop and listen?
2. What posts did you find particularly engaging from your peers? Why?
3. How do you maintain ongoing relationships with clients through social media?

Visual aesthetics can be a powerful component of communication through social media. As with caption writing, clarity and consistency are the most important factors to success. The easiest way to communicate to clients through video is to remove distractions that take away from your message. The lighting skills you learned in previous courses also apply to video content creation. Open the PowerPoint below and read to quickly review the basics in lighting and environment from your previous coursework.

Lighting & Environment

This YouTube provides a 10 minute lesson on Zoom lighting tips. These same principles can be used for any live meeting or when leveraging the "Go live" function on Instagram and Facebook.

Update Activity-

• Update your home office environment based on what you learned from the YouTube video.
• Record a Zoom session of yourself with different lighting options to determine your optimal set up. Don’t forget to incorporate products into the recorded session so you can see how the lighting benefits or hinders what you are trying to communicate. Need feedback? Send the recorded link to team members for a second opinion.

Discussion Questions-

1. What changes did you make to your lighting? What are the results of those changes?
2. Are filters false advertising? Is it appropriate to use the filters that are available for video content? Why or why not?

https://storynet.org/what-is-storytelling/

Sales professionals that successfully engage clients through social media know the power of story telling.  Click the link below to read more about how the National Storytelling Network defines storytelling and the important components.

https://storynet.org/what-is-storytelling/

https://podcasts.apple.com/us/podcast/85-6-rules-for-great-storytelling-why-stories-are-your/id1153119945?i=1000406035702

How do these components come together? Pixar is known for telling incredible stories. This podcast breaks down the 6 rules for great storytelling that Pixar implements in their movies.

https://podcasts.apple.com/us/podcast/85-6-rules-for-great-storytelling-why-stories-are-your/id1153119945?i=1000406035702

Where do you begin and how to you keep the story going with endless content? There are numerous apps that can help you organize your thoughts and map out a plan. Mindly is one option to consider.

Check out the demonstration video to understand the features of the app. Notice how one central topic (in this case coffee) can be a source of endless content inspiration when there is a method to developing and keeping track of ideas and concepts.

https://www.mindlyapp.com/

Update Activity-

• Create a map using the Mindly app. Start with the new product launch at the center and see where the story takes you. Share your map with your group.
• Research Instagram Reels. Find an informative Reel that illustrates product benefits, tag your group and facilitator.

Discussion Questions-

1. What stories can you uniquely tell your clients based on your expertise? What new stories did you discover using the Mindly app.
2. How do you determine what formats on social media you use to tell the story?  When do you include text overlay?

• Posts vs Stories vs Reels
• Zoom meetings vs Live on social media

What makes a makeup tutorial so engaging 1.2 million people watch?

Note that the video checks each of these components from the Live Show/Video Rubric:

• Clean product and environment
• Color true and bright lighting
• High resolution video
• Eye level at camera
• Simple clean background
• Clear audio

Live Show/Video Rubric

https://medium.com/ipg-media-lab/going-live-in-the-time-of-corona-f0aa07564d6a

Recorded video is “controllable” with the magic of editing post-production. Going live on social media raises the stakes with 1 time to get it right. So why go through all of the stress of going live? It adds an additional and important component to engagement. Interaction.

Watch the 2 live shows below and pay particular attention to the live demonstrations and the client/viewer interaction.

https://www.instagram.com/tv/CHgo3c4i7wv/?igshid=18y9fa0exai6o

https://www.facebook.com/Belk/videos/716133802447960

Update Activity-

• Utilize the Live Show/Video rubric to review a live virtual product demo on Facebook. Note strengths and concerns.
• Create your own product demo script utilizing the the Mindly app and the Live Show/Video rubric. Invite the 3 peers in your group to evaluate your live product demo practice over Zoom (you can record the session for those unable to attend).  Analyze your peer’s feedback, make any necessary modifications to your script and note tips regarding video and environment (you will want to integrate those into your upcoming final project).
• Evaluate your 3 peers during their live product demo practice.

Discussion Questions-

1. What does Huda Kattan do in her YouTube videos that drives engagement?
2. When were you most/least interested in the live virtual product demos on Facebook?
3. What did you learn from watching your peers’ feedback during the practice over Zoom? What was the most valuable insight?

https://www.socialbutterflysocialmedia.com/post/how-to-build-a-social-media-audience

The final project includes:

1. A post with a picture and caption announcing upcoming video content.
2. A live show/video through one of the following:

• Facebook Live
• Instagram Live
• Zoom Meeting
• YouTube

Note:  Keep video content between 5 and 15 minutes. 2-3 products are recommended for this duration.  Please save the video appropriately if executing a live show and tag the facilitator as well as your manager.  The facilitator will share feedback within 1 week following the content posts.

Zoom Discussion-

This week’s 45 minute discussion will be an entire Q&A session answering any questions on the final project. Attendance is not mandatory. Team members may use the time to work on their final project if they do not have questions.

Certification-

Your certification will be celebrated during the upcoming US Team Rally Zoom. You will also receive the formal certification documentation.

CONGRATULATIONS!