Social Media Marketing Workshop

Connecting with Influencers and Audiences that Matter
Marketing – the core of what we do – is getting more complex.  The boundaries between advertising and traditional PR are collapsing.  We now have greater freedom to experiment.  We have a growing number of less expensive distribution channels at our disposal.

At the same time, we have less flexibility and less margin for error. Do it right and the online world will do your work for you and spread your content virally to millions of users.  Do it wrong and the same online world can be brutal.

While distribution channels have greatly expanded, it becomes more challenging to keep up with the latest technologies.  We have more tools at our disposal, but we have to work much harder to capture the attention of a new cadre of influentials who with nothing more than a PC, Internet connection.  They are the new arbiters of what's hot and what's not: 

  • A recent McKinsey study found that respondents visited up to 16 news brands spanning radio, television, newspapers, magazines and online each week 
  • A JupiterResearch study revealed that 77 percent of online shoppers rely on consumer-initiated reviews and ratings for purchase decisions
  • A 2007 global survey conducted by The Nielsen Company indicated that consumer word of mouth recommendations and “consumer opinions posted online” were among the top three most trusted sources of information to inform a purchase decision

This workshop is for PR and marketing professionals who want to take advantage of social media to reach your targeted audience.  It’s a hands-on, interactive program designed to maximize your efforts and minimize common pitfalls.

It is ideal for those wanting a high level introduction and those who wanting to extend what they already know. More importantly, it not only provides a guide to best practices; this course will help you in your efforts to gain wider support from management and clients for social media.

Five Key Workshop Takeaways:

  1. Turning theory into practice – Learn how to generate an effective program of engagement that facilitates brand loyalty and purchase decisions. 
  2. Achieving success and avoiding pitfalls – Review case studies of companies to discover who succeeded, who failed and why. 
  3. Mastering the Basic Tools – Evaluate the tools needed to implement a social media campaign.
  4. Putting Social Media into Perspective – Develop a strategy that reflects your company culture and customer demographic.
  5. Getting management to yes and beyond – Understand the steps necessary for management buyin and expansion.

Duration: One Day
Cost:  $995/person  | Group Rate (3 or more): $895/person

Individual Early Bird Rate of $795/person and Group Early Bird Rate of $695/person are available. Click on any of the city links  to learn more.

Cities: Atlanta, San Francisco (TBD), New York (TBD)

Detailed Workshop Agenda for Social Media Marketing Workshop

* Attendees are required to bring their own laptop computer equipped with wireless Internet connection.

CONTINENTAL BREAKFAST

Session 1:  THEORY INTO PRACTICE
Objective:

  • Provide a practical framework to implement social media principles. 

In order to turn theory into practice, we will address: 

  • Defining objectives and setting expectations
  • Assessing company culture (tolerance for decentralization, negativity, transparency)
  • Understanding customer base (avoid offending too many while attracting others)
  • Implementing an employee online communications policy
  • Defining the limits of transparency
  • Addressing ethical considerations/codes of conduct/disclosure policies

Session 2:  BEST PRACTICES
Objectives:

  • Identify best and worst practices through case studies of social media campaigns that worked and didn’t work. 

These case studies will address such questions:

  • What were the strategies behind them?
  • How were they executed?
  • What was the response?
  • How did the companies handle positive and negative feedback?
  • Were they successful?

Provide a “Social Media Checklist” before beginning

  • Questions that need to be addressed (resource allocation, moderation, facilitation, attraction)
  • Strategies and tactics for unanticipated reaction


LUNCH BREAK

Session 3:  AMPLIFICATION
Objectives:

  • Identify strategies and tactics to enhance traditional marketing and PR efforts (when do you use social media?)
  • Identify strategies and tactics to attract and retain users for your social networking efforts (how do you use social media?)

Topics for discussion:

  • Blogger relations and outreach
  • Social network identification (targeting the right communities)
  • Building a viral campaign (widgets, APIs, badges, etc.)
  • Elements of effective word of mouth
  • Blogging in a crisis
  • Do’s and don’ts of YouTube
  • The power of Twitter
  • Leveraging Social Networks (e.g., Facebook)
  • Going Mobile

Session 4:  TECHNOLOGIES
Objectives:

  • Identify tools to engage, track and measure online presence and conversation

Key considerations:

  • Determining the essential tools
  • Choosing the right tools for you
  • Avoiding Web 2.0 overload
  • Keeping technology in perspective

Session 5:  WORKSHOP REVIEW

CLOSING

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