EaPConnect MarComms Training on "Social Media" and "Interview Techniques"

12-13 December, 2019

Agenda

Day 1, Thursday, December 12th

9:00-17:15 "Social Media Training", Sina Frank and Lisa Deckert, "Sasserath Munzinger Plus"

09:00-09:30 - Introduction and expectations for the day

09:30-10:30 - Social Media Strategy & Monitoring: Introduction Social Media: Channels and Target Groups

10:30-10:45 - BREAK

10:45-11:15 - Social Media Strategy & Monitoring: Social Media Monitoring / Social Listening: Introduction and Tools

11:15-12:15 - Social Media Strategy & Monitoring: Social Media Strategy / Social Media Grid: Channel Planning, Content Development and Tonality

12:15-12:45 - LUNCH

12:45-13:45 - Social Media Posts: Basics: Length of postings, specifications for each platform (Examples postings of events on FB, Instagram, Twitter, Linked In, Website, Example postings B2B vs B2C)

13:45-15:15 - Social Media Posts: Exercise: Creating of postings for different channels and target groups

15:15-15:30 - BREAK

15:30-16:30 - Analytics: Analytics for each social media channel (platform tools & relevant KPIs)

16:30-17:00 - Analytics: Overview of external analytic tools (free & charged) – can be shorted in favour of the previous topic

17:00-17:15 - Wrap up

18:00-19:30 Walking tour

19:30 Dinner “Erdinger am Gendarmenmarkt”

Day 2, Friday, December 13th

9:00 - 16:00 “Interview Techniques”, Laura Durnford, GÉANT

Objectives of the day

1) Understand:

What are interviews?
Why do them? (advantages & disadvantages)
What format can they take?
How can they fit with other kinds of content?
Preparation

2) Practice – preparing for and conducting an interview.

3) Gain confidence & ideas.

4) Identify person & topic for an interview for EaPConnect and prepare

Schedule

TIME	TOPIC / TASK	PURPOSE	WHO
09:00-09:10	ARRIVALS
09:10-09:15	Introduction	Day’s reason & agenda	Laura
09:15-09:35	Quick-fire post-its brainstorm	1) What is an interview? 2) Why do them? 3) Formats? 4) How prepare?	All
09:35-09:50	Steps towards an interview	Introduce research, purpose, audience, channel, medium, format & question setting	Laura
09:50-10:05	Setting up the space for a face-to-face interview	Show physical positions to put people at their ease during a f2f interview. How does this differ depending on your medium?	Laura, all
10:05-10:10	Live interview 1	Show a facts-only interview	Laura & Leonie
10:10-10:50	Interview examples	See/hear, discuss what they convey, their format etc.	Laura, all
10:50-11:05	BREAK
11:05-11:10	Live interview 2	Show the difference when ‘why’ added	Laura & Leonie
11:10-11:20	Recap	What have we learned so far?	All
11:20-11:25	Live interview 3	Show the difference when questions reflect a specific angle	Laura & Leonie
11:25-12:35	PART 1 - Work in threes (1 interviewer, 1 interviewee, 1 audience)	1) 11:25-12:05 each read 1 biography, research the person, choose an angle, audience etc, prep questions 2) 12:05-12:15 interview person 1 3) 12:15-12:25 interview 2 4) 12:25-12:35 interview 3	All
12:35-13:10	LUNCH
13:10-13:45	PART 2 - Work in threes	5) 13:10-13:30 Groups review their 3 interviews – what went well, what was challenging, why, how? Select ‘best’ interview’. 6) 13:30-13:45 Each group explains which interview best & why, what learned from the team experience	Groups Team spokes-persons
13:45-13:50	Live interview 4	The angle becomes the purpose	Laura & Leonie
13:50-14:00	Review live interviews	How did the purpose and questions change? How well did this work?	Laura, all
14:00-14:30	EaPConnect interviews	What are the real audiences, channels, formats we can work with? What options, pros and cons do these give us?	Laura, all
14:30-14:45	BREAK
14:30-15:45	Team task in pairs	1) 14:30-14:45 Review / decide person to interview for real, and the topic, channel, format. Discuss in the pairs (one person each) 2)14:45-15:00 Each person reports on their partner’s person and planned approach 3) 15:00-15:15 Each person works on questions for their own interviewee 4) 15:15-15:35 review the questions within the pairs (10 mins each) 5) 15:35-15:45 Final share of questions and plans with the group – have your ideas, plans, questions changed?	All
15:45-15:55	Post-its revisited	Review of our initial task – would we add / remove / change words? What have we learned?	All
15:55	END & LEAVE by 16:00

HOMEWORK
Upload all files here in Box: https://geant.box.com/s/h4pqwostizba4p5mo9q40ohz64ahqy80

Upload your short biography in English – facts only – minimum half page to maximum 1 page.
Examples of interviews you have seen / heard / read on TV, radio, newspapers & magazines - Take a photo / record a short piece of the interview with your phone & upload the file. Is it an example of a particular kind of interview format / purpose / audience / etc.? Please name the file accordingly and with your initials.
Who will you interview for EaPConnect? Each person should suggest a name, a reason, a timing for publication, the topic (or angle) and start thinking about what the questions could be. Put it into a Word document or ppt and upload to the Box folder.

About the trainers:

"Sasserath Munzinger Plus" is a brand, innovation and culture consultancy that works with leading and aspiring brands and offering wide range of services. As a well-connected part of the Berlin startup ecosystem, with a strong entrepreneurial culture and a client structure that includes corporations, family-owned traditional companies and startups, Sasserath Munzinger Plus not only enables innovation through the conception and management of innovative creative processes but also plays an active role in the exchange and connection between the different players.

Sina Frank, Brand Consultant

Sina Frank has been a consultant at Sasserath Munzinger Plus for 4.5 years. She has already supervised numerous projects in the field of brand and communication strategy for a wide variety of companies (Nürnberger Versicherung, Premier Inn, …) and is involved in the topics of employer branding and social media marketing. She also gives seminars on "Brand management in the digital age", for example at the Ad School in Zurich and at the Markenverband (brand association) in Berlin.

Lisa Deckert, Social Media Manager

Lisa Deckert has been working as a social media manager at Sasserath Munzinger Plus for 3 years. She has supervised numerous projects in the field of social media for a wide variety of companies (L’Oréal, Bahlsen, Caparol, …). Her work focuses on social media strategies, editorial and content planning, social media monitoring and content creation. She has already held seminars on the topics of social media marketing and social media strategies at the AMD Berlin (Academy for Fashion and Design) and at the Markenverband (brand association) in Berlin.

Logistics / Venue

DFN-Verein e. V.
Geschäftsstelle Berlin
Alexanderplatz 1
7th floor
10178 Berlin

How to get into the building...

GPS co-ordinates (WGS84): N 52° 31,27134´ E013° 24,76554´

Arrival by city transport:

For Berlin public transport please use tariff group AB single tickets. They are valid for two hours on all forms of city transport and all regional railways in Berlin. Within this time limit you can change between transport as often as you like. Tickets can be obtained on trams and buses or at the stations from ticket machines. Single tickets bought at any station in Berlin must be validated before getting on transport.

Arrival by car:

The historic Berolina building is located in Alexanderplatz. Use of public transport is recommended because of limited parking in the area.

Arrival by plane at ...

... Airport Tegel (travel time is 36 - 45 minutes)

... Airport Schönefeld (travel time is 30 - 42 minutes)

Arrival by train at ...

... Central Station Berlin (travel time is 5 - 9 minutes)

... Station Alexanderplatz (a two-minute-walk)

... Station Ostbahnhof (travel time is 3 - 4 minutes)

... Station Zoologischer Garten (travel time is 12 minutes)