Plan, program, integrate and measure a successful social media based program that informs and amplifies marketing efforts.
Social media is now a “must have” component in the savvy marketer’s toolbox. But what is social media, and how do you apply it to your marketing and business challenges? More importantly, how to measure it and defend an ROI? Join this two day, hands-on workshop and learn not only what social media is, but how to actually apply it to your business or organization and measure its effectiveness. Social media strategist and author Dave Evans guides you through an intensive step-by-step, practical approach. You’ll be doing real work, too, as you build and implement a social media marketing program for a selected organization. In the process you’ll see first-hand how to apply social media based techniques to your own marketing program.
Social media presents real opportunity, and real challenge. Consumers are paying increasing attention to the experiences of others in making choices. The medium they are using to do it--the Social Web--is fraught with risk and misperception. Too often it’s seen as “kids using MySpace” or a marketing frontier lacking any sort of control or measures. The result is too often disjointed or vaguely planned experiments that fail to impress the C-suite. There’s a better way.
The American Marketing Association’s “Social Media Marketing” is a down-to-earth, real-world approach that will show you how to take advantage on the Social Web while avoiding the hazards. This workshop goes beyond marketing, too, as it will also show you how to tap the power of the collective within your organization and how to apply what you’ll learn in both Marketing--where you set your customer’s expectations--and Operations, where you deliver on them.
Importantly, you’ll learn how to build internal support for your planned use of social media. Starting out with a quick look at what makes the Social Web work, you’ll move on to what’s out there now and what’s coming next. Real cases will show you some of the best (and worst!) practices, identifying the key metrics and measurements points as you go. Plus, you’ll be doing real work as you build a functioning social media program right in the classroom using the tools, tips and techniques that are featured throughout this workshop.
Arrive with questions. Leave with a working campaign under your belt along with the knowledge and skill to run your own social media program.
Who Should Attend?
Whether you are part of a nonprofit organization or for-profit business, whether Fortune 500 or sole proprietorship you are assured of picking up valuable experience and a functional knowledge of marketing on the Social Web. This workshop is relevant to:
- Marketing and Operations decision makers
- Marketing directors overseeing integrated marketing programs
- Small business owners
- Nonprofit leadership
- Entrepreneurs looking for the practical marketing skills
- Anyone wanting to step up to the opportunity of marketing on the Social Web
Build a Social Marketing Program. Then Launch It
This two-day session is not a theory class. You will be building an actual social media marketing program for a selected, real-life organization. By engaging in an actual project you’ll gain real experience as you build your confidence as a contemporary marketer and do some real good for others in your community.
What You Will Learn:
- The basics of social media-based marketing;
- Key terminology and concepts;
- How social media marketing integrates with your current efforts;
- How social media drives the purchase process;
- How the flow of customer generated content through blog posts and videos of your; product in your customer’s hands has become a powerful new force;
- How customer’s stories make their way onto the Social Web, and how the Social Web sends them right back through your purchase funnel;
- Why participation and transparency are essential;
- Why influence is replacing control as the new mantra;
- The key social media channels;
- How to measure the impact of social media and tie it into your conversion process;
- How to apply social media marketing and measurement techniques the right way;
- How to keep your brand ahead of the competition, and out of trouble.
Leave With:
You’ll leave this workshop with a solid understanding of social media based marketing, including:
- How to assess your audience and choose the most effective social channels
- How to monitor and track customer sentiment, and how to use this to guide product development and launch campaigns;
- How ratings and reviews can drive your social media program;
- How to spot the traps and avoid the pitfalls that exist on the Social Web.
In summary, after two full days you’ll possess the skills and tools you need to present a social media based marketing program to your colleagues, win internal support for it, and successfully implement it.
About The Instructor
Dave Evans is the author of “Social Media Marketing: An Hour a Day,” a number one ranked title across multiple marketing and business categories on Amazon. Dave leads marketers and operations professional through social media following a proven, practical approach that combines strategy and tactics with quantitative measurement. Dave has extensive advertising experience--at GSD&M he worked with clients including Southwest Airlines, AARP, Wal-Mart, PGA TOUR, Dial, and Chili’s--along with marketing and operations skills earned at Progressive Insurance Company and NASA’s Jet Propulsion Laboratory. A web-era veteran, Dave has served on the Advisory Board with ad:tech and the Measurement and Metrics Council with WOMMA. Dave has been a featured speaker in the AMA “Hot Topics” series on Social Media.
Prior Knowledge Required/ What To Bring
This session will assume that you have a working knowledge of marketing concepts, however, will not assume any prior knowledge of social media beyond a passing familiarity or knowledge of popular anecdotes. You should bring your Wi-Fi enabled laptop computer and a summary of your business objectives that you can share (no confidential data, please.) This session is designed for people with an interest in applying social media to their real-world marketing program and is applicable to a wide range of skill levels and business challenges.