Dale Carnegie Training

Internship: Dale Carnegie Training - Project on Social Networking Strategy

1. Objectives

The objectives of this project include:

* Understanding how companies are using social media to build their brand, generate leads, and grow their business

* Review how Dale Carnegie Training stands against our key competitors in the social media scene

* Explore strategies and ideas for Dale Carnegie Training to use social media effectively to build our brand especially among the younger generation, generate leads, and grow our business

Expectations from this internship:

* You will research the topics listed in the following sections as thoroughly as you can

o I am flexible in terms of time investment required for this project - but I do expect the document to truly add value to our business

* You will provide screen grabs and list relevant URLs in the final document

* You will put in your creative thinking - and you can put in additional elements/content that you believe will benefit Dale Carnegie Training

* The end product could be in a powerpoint or a Word document

* You will send in your “work-in-progress” on a weekly basis, i.e., you will send in whatever you have completed in that week - so I can review your progress and ensure you are on-track

* Due date for the final document is November 7, 2008 (Friday)

* Since this is a “remote” internship, I would really appreciate it if you could send me an email reply every time I email you - just so I know you have received my message

Detailed instructions on the project are provided on the following pages.

2. Selecting Appropriate Global B2B Brands for Benchmarking

Dale Carnegie Training is in the professional training industry. Please check out who we are and what we do on: http://www.dalecarnegie.com/about_us/about_us.jsp

Please start this project by identifying brands which fit as many of the following criteria as possible to be our benchmarks:

* They are in the business-to-business (or B2B) category - ideally

* We are also interested in looking at some consumer brands if they have a REALLY GREAT presence in the social media scene

* They are a global brands - they have business in and outside of the United States

* We can also look at some smaller companies - again - if they have done an extraordinary job in the social media scene

* I suggest you go onto MySpace and Facebook and search for big brand names - and see what you get!

Please send me your initial list of brands - say around 15-20 - and give me the URLs of their social networking sites. We will then narrow the list down to 5-10.

3. Benchmark: Other Global B2B Brands' Presence on and Utilization of Social Networking

I would like you to look at the 5-10 selected brands and dig deeper into what they are doing in the social media scene. You would need to do some screen captures and copy the URLs of specific pages into this document as reference.

3.1 Companies' blogs

Check out what these 5-10 selected brands are doing in terms of their “official” - and any “unofficial” - blogs.

* Who writes the blogs? (CEO? Chief Blogger? Different staff?)

* Do they get a lot of responses?

* How frequent do they update the blogs?

* For the bigger brands, do they have multiple blogs (different local offices all have their own blogs)? Do the blogs connect with one another?

* Any other observations?

3.2 Presence on social networking sites (e.g. Facebook, Myspace, Orkut, Twitter, Linked-In, etc.)

* Look for the pages/groups of the 5-10 selected companies on these social networking sites - give me the URLs

* Who manage the pages/groups?

* Do they get a lot of responses/postings?

* How frequent do they update the group content?

* Do they have any attractive offers in the groups?

* Do they have any marketing campaigns going on?

* For the bigger brands, do they have multiple groups (different local offices all have their own groups)? Do the groups connect with one another?

* Any other observations?

3.3 Presence on Youtube

* Look for the videos of the 5-10 selected companies - do these brands have their own channels?

* What videos do they put up there? Advertisements? Product demos? Webcasts?

* Who posted the videos - corporate office, local office, customers?

* Do they get a lot of responses/postings/viewings?

* How frequent do they put up new videos?

* Do they have any marketing campaigns going on - on YouTube?

* Any other observations?

3.4 Companies' own social networking sites/groups (e.g. http://www.stephencovey.com/community/ , etc.)

* For the 5-10 selected companies - do these brands have their own social networking sites - or community features within their corporate sites? Please give me the URLs.

* Who are the target users? Internal staff? Customers? Prospective customers? Media?

* How many members do they have?

* Do they get a lot of responses/postings/viewings from the users?

* How frequent do they put up new content?

* Do they have any valuable offers in the site? How do they keep their members keep coming back to the site?

* Any other observations?

4. Best Practices

Looking at the 5-10 selected sites - and other case studies/new stories - please put together some best practices in each of the following areas.

4.1 Lead generation

* How do companies use social media to connect with prospective customers?

4.2 Connection with existing/past customers

* How do companies use social media to stay connected with current/past customers?

* How do they build loyalty or even repeat purchase?

4.3 Buzz/brand building

* How do companies use social media to stay build buzz? Have you seen any “crazy,” buzz-worthy, “wow” programs?

4.4 Staff recruitment

* How do companies use social media to recruit staff?

2.5 Other observations

* Anything else?

5. Dale Carnegie's Presence on Social Networking Sites Now
5.1 Blogs on local Dale Carnegie sites

* Please find and list the URLs of ALL blogs hosted by Dale Carnegie local offices (Consider using Technorati: http://technorati.com/blogs/tag/dale+carnegie )

5.2 Presence on social networking sites (e.g. Facebook, Myspace, Orkut, Twitter, Linked-In, etc.)

* Please find and list the URLs of ALL profiles/groups related to Dale Carnegie on the major social networking sites

* Please provide a brief description on each profile/group. Is it an “official” group hosted by a local office? An alumni group of past customers/graduates? A staff group?

5.3 Individual Dale Carnegie offices/personnel's presence on Youtube

* Please find and categorize the videos related to Dale Carnegie. Are they posted by Dale Carnegie local offices? Customers? Fans?

6. Competitive Review

The following companies are competitors of ours - and some more progressive than others. Please provide a high-level overview of their presence in the social media scene (with screen grabs and URLs where necessary).

* Stephen Covey: http://www.stephencovey.com/

o Community site: http://www.stephencovey.com/community/

o Related company: http://www.franklincovey.com/tc/

* American Management Associations (AMA): http://www.amanet.org/

* Development Dimensions International (DDI): http://www.ddiworld.com/

* Achieve Global: http://www.achieveglobal.com/

* Miller Heiman: http://www.millerheiman.com/

7. Ideas for Dale Carnegie

Any ideas you have for us! For our goals - see section 3.

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