Do you know what’s being said about your products on the social web? If so, do you like it? Without the practical skills to confidently participate, positive conversations are floating past without being tapped while negative discussions are left unchecked. If you were asked “What are you doing to leverage, correct, or tap into these conversations” what would you say? Not being able to respond and capitalize on this important new medium translates directly into a competitive disadvantage. In these times, who can afford that?
Regardless of your current experience, we have the knowledge you need! In this innovative program you will build a real social media presence from the ground up. Learn how social media drives the purchase funnel. Gain knowledge of how customer stories make their way onto the social web and then come back through the purchase funnel. Learn about the flow of customer generated content through blog posts and videos as you learn how to create a solid social media based marketing program. Best of all, you’ll see how to avoid the pitfalls that exist in the new world of social media.
The American Marketing Association’s “Social Media Marketing” is a down-to-earth, real-world approach that will show you how to take advantage of 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 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 that you can put to work now. 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.
What You Will 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 professionals 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. 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.