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by Terra Spero
Most brands understand the importance of utilizing Facebook to grow and maintain brand loyalty. But what some fail to realize is how to use this social platform correctly and the value of creating a personalized and optimized presence. Attendees of Workshop A will be guided through the steps in deciding which Facebook platform to use and how to optimize that space. Further, attendees will receive several landing pages to choose from and will be walked through the process of incorporating these pages into their company’s Facebook Page. Workshop A will reveal the best secrets for getting your Page listed in Top News, creating a highly personalized Facebook presence, interactive landing page, and how to craft the right messages at the right times.
This workshop will undoubtedly increase the power of your company’s social engagement.
You will leave this workshop with:
Optimized Facebook landing tab for your brand
Understanding of how to use Facebook analytics to your advantage
Advice on how to best engage with those who “Like” your brand
Top Do’s and Don’ts for becoming a leading brand on Facebook
With the proliferation of digital media into the consumer market, traditional marketing has begun to lose its effectiveness. Consumers actively participate in discussion about brands and products that exist in a regulated market. Whether the conversation is occurring in the blogosphere, on wikis, across social networking sites, or on comment threads and forums, it is important to understand perception and reputation of the brand in order to create an effective strategy. This workshop will walk attendees through vital lessons learned by M80 while developing and executing strategies for pharmaceutical digital communication.
This workshop will provide you with:
• An understanding of how to respond to adverse events found within social media
• Knowledge of tools used to identify possible crises
• Social listening and analysis considerations (both free and licensed)
• Parameters of online promotions and contests
by Glenn Selig
Marketing campaigns historically have been designed to work independently of a company's workforce. Social media, however, is putting pressure on that model, as more and more individuals outside the organization are choosing to bypass formal marketing messages in favor of person-to-person interactions.
This hands-on workshop walks through steps companies should consider when beginning a workforce marketing campaign. Participants will leave with a combination of strategies and tactics for successfully integrating their workforce in social media marketing initiatives.
Specific takeaways include:
• A strategic review of what social media communication trends mean for marketing
• How to prepare organizational leaders to manage a marketing-integrated workforce
• How to avoid common pitfalls when engaging employees across marketing, sales, and operational silos
• Keys to preparing a workforce to credibly communicate the brand promise
Transmedia is defined as the art and science of integrated, cross-platform storytelling and branding. For years, the movie industry has utilized such multi-platform approaches to deeply engage target audiences. Today, virtually any organization can use these tactics to drive brand engagement, attract investors and create momentum around funding, ultimately leading to enhanced revenue generation. Carisa (@carisamiklusak) will present multiple industry case studies and - lending to a discussion that defines transmedia, how it has been put to use in the entertainment industry and how you and your company can use those same tactics to attract investors, raise funds, build brand awareness and loyalty and create emerging media advocates that help fuel the success of your offline targets.
This workshop is designed for collaboration with a guided framework that will lead you to new ideas and tactics ready to fuel your businesses or project.
Regulated industries are slowly but surely moving into social media channels, and the first step is listening and measurement. Monitoring and analysis of social media are foundational for using social media in building strategies, testing message directions, executing campaigns and measuring their success in-flight. However, confusion persists as to the right tools and process to use in order to measure social media, and there are unique challenges to the measurement of social media in regulated industries. This workshop will include:
• Structuring your measurement program in order to receive actionable insights
• The right questions to ask your analytics provider
• Adverse events and crisis scenario measurement
• Improving communications with social media analysis
• Lead generation measurement and tracking
Companies and professionals are getting attacked through social media on a daily basis. These attacks result in bad press, litigation, operational downtime and other negative effects that hit the bottom line. Company owners, officers and counsel are experiencing tremendous challenges reacting to these incidents from a technical, legal and press relations perspective. In the course of this workshop, you will be given real world case studies plucked from newspaper headlines and tasked with reacting to problems as they occur, developing a comprehensive plan to deal with different incidents, and outlining the key policy provisions needed to successfully deal with these issues in the future.
You will leave this workshop with the ability to:
Download and use of free social media tools to help monitor and report on your social media activities and reputation management from a security perspective (bring your laptop)
Analyze the technical and legal ramifications of various types of social media threats
Develop a framework for managing social media security strategies
Develop action responses to social media threats and implement the P.E.E.R method (Policy, Educate, Enforce, Review) for creating corporate practices
Determine metrics and performance measurements related to various objectives for social media, including risk mitigation objectives
by Jen Cohen
Yes, we're using social media. We're tweeting, we're updating, we're posting, we're having fun...but are we meaningful? Are our engagements driving actions and do they mean something to our campaigns? This workshop is dedicated to reviewing the use of social media and how it relates to the bottom line and company mission. We will explore social media engagements and interactions to identify those, which are meaningful and those which are not.
During this workshop, you will:
• Review company social media campaign case studies and your own company's social media campaigns
• Determine the effectiveness and results of social engagements
• Learn how to make your engagements more meaningful based on your campaign goals
by Jen Cohen
It's no secret that many companies are using social media sites to connect with consumers, screen employee candidates and monitor the conduct of existing employees. Even if a company has not integrated social media into its marketing and HR strategies, the company's employees are using social media, often during business hours and/or on company-issued devices. Attend this workshop to learn about the key components of an effective social media policy. Participants will leave with legal updates, enforcement tips and an in-progress social media policy of their own.
While utilizing social media outlets as a B2C marketing tool is an obvious first step in today's current omni-connected climate, companies across the globe are also harnessing the power of these tools to help better serve and support their customers. Just like its marketing counterpart, though, customer service through social media is a new method of communication and as such, requires an adjustment to the traditional communication methods and tone being used. The modern, social-media connected consumer who turns to Twitter, Facebook, or G+ is just as interested in a company's devotion and empathy for the customer as they are in need of a question to be answered. In the social media world: Simply answering accurately is no longer enough.
Even as more companies join the social media revolution by the day, just as many are simply not engaging with their customers in a way a customer wants to see. While marketing team may occasionally struggle to find an innovative way to interact with customers, the customer service department is uniquely capable of engaging literally any customer anywhere on the web - either happy or frustrated - and extending a hand to help. The introduction is always easiest, it's turning those customers into evangelists, and it rests squarely on the shoulders of your new social media customer service team.
This workshop focuses on helping understand the differences between scripted customer service and service that people will write within the Social Media environment. You will leave this workshop with:
· A better understanding of what a "Customer Service - Social Media" team should look like (size/ownership)
· Real-world examples of how to respond to customer service
· Advice on training, tools, and techniques used to help
· Do's and Don'ts for designing and effectively using social media to better your customer service organization
Social media has emerged as a tool proven to generate revenue and increase audience engagement for brands in all industries. As executives in regulated industries, we are in a unique position where we must adapt current strategies to take advantage of new media opportunities. Yet, we often face stringent parameters, policies and laws that significantly limit how social media can be used. In this hands-on workshop, Carisa (@carisamiklusak) and Orrie will guide the audience through and around obstacles, share case studies and legislation - empowering decisions makers in regulated industries to create and fuel successful social media strategies and engage core consumers, employees and stakeholders.
In this workshop you will identify the largest opportunities for your company to leverage emerging media. It will be important to study relevant industry regulations. With these factors in mind, you will then begin to create a strategy that will keep you safe as you implement and benefit from new media
by Terra Spero
Social Media Advertising used to be about getting your 'fans' to your page. This is still one of the most useful tools in achieving fan growth. However, if you’re only using ads to initially target those who may be interested in your brand, you’re missing the bigger picture. Some of the best known, most highly trafficked, brands in the world are using digital advertising to not only make that first introduction, but to continue to foster greater relationships that will drive traffic and result in trackable ROI.
Attendees of Social Media Advertising…Taking It to the Next Level will be armed with tools to determine the appropriate channels to use, tactics for social advertising, strategies for engaging brand advocates and practical ways to build a trusted brand through internalized advertising campaigns. This workshop will give brands the potential to break out of their social media comfort zone to create a more engaging way of turning fans into customers.
You will leave this workshop with:
Clear understanding of the different advertising opportunities available for the major social platforms
Understanding of when to use each platforms to achieve campaign goals
Advice on the most successful campaign strategy based on business type
Top Do's and Don'ts for social advertising
by Kurt Krejny
You’ve gained a significant Twitter following and know you can do better in terms of KPIs and the quality of content you provide. But now what? There’s a value to every follower whether they’re a current customer, prospect, or key influencer. Twitter grows by the day and we all wonder how much opportunity we are missing out on based on our strategic decisions, or lack thereof. This workshop will provide practical processes and takeaways for a deep-dive analysis of your Twitter followers and how to map out a revised content strategy that focuses on getting results that matter. Kurt Krejny will provide a list of the best free and paid tools, real report examples, and ways to analyze data to create a strategy for success on Twitter. You will leave this workshop with:
· A walkthrough of free and paid tools to analyze Twitter follower data
· Utilize Facebook and YouTube to refine your Twitter strategy
· Develop personas based on your follower research
· Determine ways to create an engagement strategy that solves problems
· Learn practical tips and tricks for enhanced Twitter visibility
7th–9th February 2012