Events

Listen to a sneak peek podcast by Instructor Dana VanDen Heuvel, Founder, The MarketingSavant Group

                     Advanced Social Media Brochure

Advanced Social Media is for the marketer who already has a social media program in place and is looking to take their social media success to the next level. Advanced Social Media will help you turn your followers into fans, your fans into advocates and your advocates into influencers and purchasers who are not just engaging online but energizing your bottom line.

You’ll learn advanced strategies and tactics for reaching influencers and building a long-lasting online community around your organization using the best practices in social media. You will also learn how to take social media beyond marketing and acquire the tools you need to deputize your employees for organization-wide social media engagement.

Finally, you’ll build a multi-channel social media campaign, social media metrics dashboard and engage in case-based problem solving with a high-energy group of marketing peers who are keen to take their social media programs to a new level.

Learning Objectives

Be able to build a complete multi-channel, social media enabled marketing strategy and integrate social and traditional channels to deliver a competitive advantage

Be able to grow the base of followers, fans, readers and engaged participants across all of the social media channels that your organization or brand is currently engaged in

Understand how a variety of organizations have successfully used social media and what you can apply from their successes

Apply advanced social media best practices to ensure a reasonable rate of return on your social media investment

About the Speaker

Dana VanDen Heuvel— An award-winning marketing blogger and author of the AMA’s Marketech ’08 Guide to Marketing Technology, Dana is a widely recognized expert on blogging, social media marketing, thought leadership marketing and interactive marketing trends and best practices and speaks regularly on these topics at industry events. Dana founded BlogSavant, a division of VanDen Heuvel Executives, LLC, which is one of the nation’s first weblog and social media marketing consultancies. He currently runs The MarketingSavantTM Group, a marketing technology consulting and training firm that helps marketers leverage emerging marketing technology to grow their businesses.

2.      Mobilizing the Ongoing Conversation
a.      Building influencer maps and influencer groups
b.      Building and conducting a viral influencer marketing campaign
c.      How successful social media campaigns have mobilized the
         conversation

3.      Building a Community that Lasts
a.      Tapping into existing industry and marketplace communities
           i.     Where are your customers/constituents already organizing
                   independently
b.      Tools and tactics that build lasting community and followers
          i.     Getting to 100,000 followers on Facebook
          ii.     Building a community of Twitter followers
          iii.     Growing the following of your social media presence

4.      Consumer Behavior Change in Social Medi
a.      Consumer sentiment shifts as a result of social media engagement
b.      Meeting and managing consumer expectations through social
         media

5.      Social Media Beyond Marketing
a.      Customer service in social media
b.      Gathering donations, building a cause, etc.

Afternoon:

1.      Planning the Social Media Enabled Campaign
a.      How to integrate social media into your existing online and offline
         campaigns
b.      Behind the scenes: Examples of fully integrated – social media
         enabled campaigns

2.      Exercise – Build a Multi-Channel Social Media Enabled Campaign
         (Nonprofit, B2B, B2C)

3.      Behind the Scenes of 5 Large Social Media Marketing Success
         Stories

4.      Response and Engagement in Social Media
a.      How to handle interaction
b.      Working with positive and negative interaction
c.      Crisis management
d.      Joining the Conversation

5.      Staying Out of Trouble with Social Media
a.      The FTC and you
b.      Navigating the recent social media and online marketing legislation

Day 2:
Morning:

1.      Advanced Social Media Asset Management – connecting all of the
         social media dots
a.      How to leverage your social media assets for more comprehensive
         lead gen/awareness building/thought leadership

2.      Enabling the Social Media Organization
a.      Social media policy and education for the enterprise
b.      How to mobilize and deputize an entire company for social media
         success
c.      Staffing up for social media
          i.     How do organizations both large and small manage their
                 social media presence
                  1.      Who do they hire? Why? What positions?
                  2.      How much time do they devote?

3.      Social Media Analytics
a.      Platform-specific metrics and what they mean
         i.     Facebook metrics
         ii.     Twitter metrics (and the variety of tools to measure them
         iii.     Blog metrics
         iv.     Video and photo metric
         v.     How to tie social media metrics to your web analytics tools
 
4.      Social Media ROI
a.      Determining the value of social media interactions
b.      How 5 leading organizations calculate the ROI of their social media
         engagement
c.      Building a social media engagement dashboard
d.      Using advanced social media monitoring tools to gather industry
         and market intelligence

5.      Exercise – Determine the Multi-Channel and Social Media Metrics
         for Your Organization

Afternoon:
1.      Advanced Tactics
a.      Advanced blogging techniques for the established
         conversationalist
b.      Advanced Facebook pages and group tactics that grow your fan
         base
c.      Advanced Twitter tools and tactics
d.      Advanced video and multimedia tools and tactics

2.      Enabling the Social Media Sales Force
a.      Connecting your sales force, distributors, volunteers and other
          human assets to your social media mission

3.      Taking it Back to the Job, Wrap-up and Review