Events

The Next Generation of Business Engagement and the Path to Brand Advocacy

Social Media, Social Business, Social CRM Brochure

Listen to a sneak peek podcast by Instructor Kip Knight, president of KnightVision Marketing Inc., a venture partner with Thomvest Ventures and on the board of directors of Netbase

As a marketing professional are you increasingly challenged by social technology and its impact on your organization? Just as you’re comfortable with social media marketing…are you now confronted with “Social CRM?” Even after you’ve put in the effort to understand Facebook, Twitter and blogging, are you struggling to measure the impact of your work, to show a true ROI, to make sense of the social conversations, and to get the rest of your organization aligned with your social media programs? You’re not alone. Social media—the way many customers now expect to be able to interact with the firms behind the brands they love—has fundamentally changed the relationships between businesses and customers. And as a marketer you are now caught in the middle of the power shift that is rolling through a marketplace near you.

Social Media, Social Business and Social CRM takes you beyond the basics, beyond a starting marketing presence on the social web. This two-day workshop is about “what’s next”, about what to do with the conversations and relationships and suggestions…and the complaints, too…that are now pouring in through the listening tools you’ve installed. If your organization is looking at you and saying “fix it!” this workshop will give you the tools and skills you need to not only respond but to bring key additional stakeholders—operations, legal, customer support and HR--into the game to help you leverage the power of the social web.

Learning Objectives
· Social Media Marketing: Learn how—and why—to develop a cross-functional, multi-disciplinary approach to building your social media program. Master the best practices in measurement, strategy, and design to create an efficient, business-based social media implementation that drives measurable results;

· Social CRM: Understand the powerful connection between social media, marketing, and the operational units within your business, and learn to use social processes to build brand advocates.

· Social Business: Create a working strategy and roadmap for your company-wide effort around social media, one that provides you with performance assessment and program enhancements that pay benefits long after your initial turn-on date by connecting your business, your employees and your market.

Who Should Attend
Anyone responsible for social media marketing who has already started down the path and put the basics—Facebook, Twitter, a company blog and a support site—in place: This workshop is for those interested in the design and implementation of a social technology program as well as key executives serving alongside. This program is ideal for teams representing a single organization: For example, a marketing director, an operations manager and an HR supervisor or legal officer at or near the executive levels should all attend together.

Cancellation Policy
Cancellations received 4 weeks prior to the event will receive a refund of fees minus $150 cancellation fee. Cancellations received within 4 weeks of the event will receive a refund of fees minus $300. There will be no cancellations on or after the start date of the training.

About the Instructor
Kip Knight

Day 1

8:00 – 8:30 a.m. Continental Breakfast

8:30 a.m. – 5:00 p.m. Program (includes Lunch, Morning and Afternoon Break)

Program Overview: Understand the Relationship Between Social Media and Business

The Social Feedback Cycle and Its Impact on Business

• Understanding Conversations
• The Need for Cross-Functional Teams
• Social CRM and The Role of Customer Care
• Understanding a Social Business
• The Importance of Measurement and Performance Assessment

GROUP DISCUSSION

Responding to Conversations: From Marketing to Customer Service

• Creating an Effective Response Strategy
• Leveraging Your New Rock Stars: Customer Care
• Connecting Social Analytics to Business Analytics
• Listening Platforms and Marketing: Social Media Measurement
• Listening Platforms and Customer Service: Social CRM

GROUP EXERCISE AND DISCUSSION

Business Operations and Social Media: Social Technology at Enterprise Scale

• Your Core Social Presence: Marketing Integration
• Social Media Across the Enterprise: The Essential Technology
• Building a Cross-Functional Team
• Scaling Your Response Program

GROUP DISCUSSION

Day 2

8:00 – 8:30 a.m. Continental Breakfast

8:30 a.m. – 5:00 p.m. Program (includes Lunch, Morning and Afternoon Break)

Understanding Influence and Engagement: Building Brand Advocates

• What Drives Customer Engagement (And What Builds Brand Advocates)
• Essential Metrics for Predicting Satisfaction
• Measuring Social Influence
• Planning for and Creating Engagement

GROUP EXERCISE AND DISCUSSION

Case Reviews: An In-depth Look At Twenty Current Programs

• B2C – Large Business
• B2C – Medium Business
• B2B and Supply Chain
• Non-Profit/NGO
• Educational Institutions

GROUP DISCUSSION

Building a Strategy and Roadmap

• Assessing Your Current Program: Where Are Now? Where Do You Want To Be?
• Defining Social Technology-based Opportunities and Getting CIO/CFO Buy-in
• Social Media Policies and Usage Monitoring
• Creating a Robust Technology Roadmap

GROUP DISCUSSION AND FINAL PRESENTATION