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Advanced Social Media: Boston 

89 Broad Street 2nd Floor 
Boston , MA  02110 
9/21/2010 8:00 AM  - 9/22/2010 5:00 PM 
Register by 8/23/2010 12:00 AM  for early registration fee


Details Schedule Registration Travel Exhibitors

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:

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

v    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

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

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

 Day 1:

Morning:

1.     Level Setting and Expectations

a.     What’s working in social media for you

b.     What’s the pain point that you’ve come here to resolve (determined through pre-event survey)

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 Media

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 metrics

                                                  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

Event Registration For:

89 Broad Street 2nd Floor
Boston, MA
9/21/2010 - 9/22/2010

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$1,825.00 $1,575.00
   
Hotel Air Travel Rental Car Ground Transportation

Training Series Conference Center Location
Batterymarch Conference Center
89 Broad St., 2nd Floor
Boston, MA 02110
Phone: 1 617.556.8000
Fax: 1 617.556.9901
http://batterymarchboston.com

The Batterymarch Conference Center is located in the heart of Boston's financial district.  Batterymarch is a block away from the Boston Harbor, Quincy Market, Faneuil Hall, Downtown Crossing & many historic sites. 

Recommended Hotel
Hilton Boston Financial District
89 Broad Street
Boston, Massachusetts 02110
Phone: 1 617.556.0006
Hotel Fax: 1 617.556.0053
Reservations: 1 800.HILTONS
www.hilton.com

Please mention you will be attending a meeting at the Batterymarch Conference Center and ask for the Batterymarch Corporate rate.  Special Rates are based on availability.

Visit http://www.batterymarchboston.com/accommodations.html  for additional hotel recommendations.

Area Attractions, Events and Tourism
Please visit http://www.bostonusa.com/ for additional city information.

ADA
The AMA is committed to providing equal access to our meetings for all attendees.  If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made.  If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation.  In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

Travel
AMA's travel coordinator, Tower Travel Management, is available to assist with reservations.  Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through Friday 8 a.m. – 6 p.m. CST or, you may contact them via email at association@towertravel.com. 

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.

Rental Car
For your convenience, the American Marketing Association has made arrangements with Avis for your car rental needs. Special rates have been negotiated for you.  Please contact 1 800-331-1600 to reserve a car. In addition, please be sure to use the AVIS Worldwide Discount Number:  D098599.

Directions
From Logan International Airport (BOS):
Distance: 3 miles
Drive time: Approx. 20 minutes
Follow the signs to Boston via Ted Williams Tunnel (pay toll). Take Exit 25-South Boston. Stay left off exit; turn left at 2nd light-Seaport Blvd. Cross Bridge, turn right onto Atlantic Ave. Turn left onto State St. in front of Aquarium. Go two blocks and turn left onto Broad St. Batterymarch Conference Center is three blocks on right.

From Points North Via I-93 South:
Follow I-93 South into Boston. Take Exit 24A-Government Center. Left at the first traffic light onto Surface Rd. Follow Surface Rd. to the third set of lights and turn right onto State St. Follow State St. two short blocks and turn left onto Broad St.

From Points South Via I-93 North:
Follow I-93 North and take Exit 23-Government Center. Stay left off the exit following signs for Faneuil Hall. At the traffic light at the end of the off ramp, turn left onto Surface Rd. Follow Surface Rd. to the fourth set of lights and turn right onto State St. Follow State St. two blocks and turn left onto Broad St.

From Points West Via I-90 East (Massachusetts Turnpike):
Follow I-90 (Mass Pike) East to Exit 24B and merge onto I-93 North. Follow I-93 North and take Exit 23-Government Center. Stay left of the exit following signs for Faneuil Hall. At the traffic light at the end of the off ramp, turn left onto Surface Rd. Follow Surface Rd. to the fourth set of traffic lights and turn right onto State St. Follow State St. two blocks and turn left onto Broad St.

Train/Walking Directions
Take MBTA (The T- Orange Line or Blue Line) to State Street. Exit at Old State House. Walk down State St., cross Congress St. to Broad St. Take right on Broad St. to 89 Broad St.

Taxicabs
A taxicab will cost approximately $35.00 one-way from Boston Logan International Airport (depending on time of day & traffic).

Parking
Valet parking is available at the Hilton for $40.00 overnight with in & out privileges.  Self-parking is not available.  Rates are subject to change without notice.  Several independent parking garages are within the area of the conference center.

There are no exhibts with this event.
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