Events

Advanced Social Media – Turning Followers into Influencers

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

Advanced Social Media Brochure

Developing a social media presence is an art form and once you’ve mastered that first step, few road maps exist for what comes next. You’ve built the pages, posted the content and attracted a following. Now what?  This session 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 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 multichannel social media campaign and social media metrics dashboard, and engage in case-based problem solving with a group of marketing peers who also are keen to take their social media programs to a new level.

Advanced Social Media Learning Objectives
• Develop a social media benchmark for your organization: What’s
   working and why? Where are your pain points?
• Build a complete, multichannel, social-media-enabled marketing
  strategy, and integrate social and traditional channels to deliver a
  competitive advantage.
• Grow your base of followers, fans, readers and engaged participants
   across all of your organization’s social media channels.
• Map out your influencers: Who can help boost your brand online? Then
  determine how to tap into that powerful marketing engine.
• Learn how to calculate your social media ROI and build an
  engagement dashboard.
• Learn how to take your social media marketing to the next level, with
  advanced blogging and multimedia techniques, and tips and tricks to
  empower your human assets—sales reps, distributors, volunteers and
  customers—to help you achieve your social media mission.
• Develop a plan to respond to your burgeoning online fan base and
   engage customers and potential customers.
• Find out which FTC regulations might apply to you and how to abide by
  them.

Advanced Social Media 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.

Advanced Social Media Instructor
Dana VanDen Heuvel

Schedule

Day One
8:00-8:30 a.m.           Continental Breakfast
8:30 a.m.-5:00 p.m.  Program (includes Lunch, Morning and
                                     Afternoon Break)

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

2. The state of social media in 2012/2013 
a. The impact of Local, National and International social media growth

3. Social Media Platforms: The Big 6 and Beyond
a. The current state of Blogs, Facebook, Twitter, YouTube, LinkedIn and
     Pinterest
b. The impact of Google+ and why you should be onboard
c. Instagram and mobile tools impacting the social conversation

4. 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

5. 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

6. 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. Behind the scenes of 5 large social media marketing success
    stories
a. 5 in-depth case studies and the tactics they used to be successful

3. Response and engagement in social media
a. How to handle interaction
b. Working with positive and negative interaction

4. Staying out of trouble with social media
a. The FTC and you
b. Navigating the recent social media and online marketing legislation

Day Two:
8:00-8:30 a.m.           Continental Breakfast
8:30 a.m.-5:00 p.m.  Program (includes Lunch, Morning and
                                     Afternoon Break)
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
    i. Using things like Radian 6, Vocus and the like 

5. EXERCISE - DETERMINING THE MULTI-CHANNEL + SOCIAL
    MEDIA METRICS FOR YOUR ORGANIZTION

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