Upcoming B2B Social Media Boot Camps:
June 9-10, 2011 - San Antonio, TX
Overview
Marketers whose focus is business-to-business have always known that business is personal. The investment in creating strong relationships can result not only in loyal customers, but in shortened sales cycles built through trusted referrals.
B2B marketers are increasingly realizing that social media can help build interdependent customer/company communication strategies that lead to achieving business objectives. However, too many marketers are jumping into social media without a decisive plan or determining what constitutes success.
This in-depth workshop will focus entirely on the unique opportunities and challenges that B2B marketers face integrating social media into their marketing strategies. In a real time social networking environment that incorporates case studies, examples and lessons learned, we will review social media tools/tactics and discuss their effectiveness. In addition, the Boot Camp will tie the tools and tactics back to marketing objectives and performance metrics.
Day One kicks off with understanding how the culture of social media directly influences your corporate culture and identify common reasons for internal resistance and obstacles. At the end of Day Two, you’ll leave with a framework that will lend itself to developing an integrated social media marketing plan that supports your objectives and goals.
Learning Objectives
- Creating a framework for a social media strategy that
supports business and marketing goals
- Determining how social media can be integrated into your current
and future marketing, communication, and customer service
strategies
- Understanding how to build and use social capital to grow your
customer base
- Developing a base of knowledge about the benefits and limitations
of social media tools/tactics
- Determining your social media “home”
- Determining your brand’s content direction
- Determining metrics that support your goals
- Understanding how (the people of) your brand can authentically
participate in and listen to the social conversations
- Understanding how to manage your digital reputation
- Understanding future trends in social media marketing and its
impact on business moving forward
Who Should Attend
This Boot Camp is designed to meet the needs of people involved in business-to-business marketing. The curriculum was created for those who consider themselves to be at entry level stages of how to incorporate social media to support their business (marketing, customer service, communications and sales) objectives and goals.
Agenda
Day 1
8:00 a.m. – 5:00 p.m.
Continental Breakfast, Lunch and Breaks Provided
I. What is the social web?
II. The unique social media culture
The enterprise challenges and culture
Aligning and the buy-in
III. Changes in customer’s perception of business communications
Fragmented messaging
Broken trust
New Sales Funnel – Forrester model
IV. New Way to Engage
Listening – Monitoring
Participating
IV. Strategy
A. Customers/Clients
Who are they?
Where do they participate in the social web?
What do they want from you?
B. Business/marketing objectives and goals
Aligning social media
What is success?
Traditional metrics – web based
–Social media specific metrics
IV Tools or Tactics
Examples, cases
Blogs
Blogger Relations
Twitter
Social Networks: LinkedIn, Facebook, Niche communities, Branded communities, MySpace, Second Life, etc.
Multi media: Videos, Podcasts, Photos
Social Bookmarking
Social Media News Release
Day 2
8:00 a.m. - Noon
Continental Breakfast and Break provided
V. Review of Day 1
VI. Transparency, Ethics
VII. Creating Internal & External Guidelines
VIII. Putting It Together: Social Media Engagement Plan
IX. Lessons Learned