SOCIAL MEDIA MARKETING AND ENGAGEMENT
One day workshop
This workshop is specifically targeted to social media strategies, techniques and community building for marketing, public relations and corporate communications. You'll focus on direct customer engagement in online social spaces. The emphasis is on combining audience behaviors, objectives, technologies and social web best practices to create social media marketing initiatives. You'll explore community-building concepts and collaboratively work on a crisis communication simulation to clarify and experiment with customer response in social spaces. Each participant will experiment with some tactical approaches to using social media in marketing as well as learn a process for creating best-in-class strategies. This workshop is in the Social Media Management Series™.
Workshop Objectives
- Learn the defining motivations for participation in the social web
- Understand the distinct behaviors within the social web and the relationship customers have with social media.
- Understand the cultural practices of the social web.
- Understand the interplay and importance of social media and online search.
- Make decisions about the appropriateness of social media for a marketing or communication initiative
- Match audience behavior to social media strategies
- Learn community-building practices
- Estimate resources required for a social web initiative
- Learn the business value of social media monitoring
- Effectively respond to online critics and emerging reputation management issues
- Choose the most relevant success measure for a social media initiative.
Social
Media Basics, Social Media Introduction, or familiarity with the social
web is recommended for participation. First attending the Building a
Social Media Strategy workshop is highly recommended.
Workshop Frame-of-mind: The social web is both a "channel" and a "place." Marketing on the social web must not be focused on the tools or technologies. It must be focused on the cultural practices and behaviors surrounding social media. These behaviors cut across platforms - even as the platforms shift and emerge. Learning the basic behavioral "truths" about the social web will arm marketers with principles that hold regardless of shifting technologies. Marketers and communicators must understand the relationship customers have with new media as the foundation of sound social media marketing. A new set of marketing and communication skills and competencies is needed for engaging with the new participatory culture of the social.
Workshops Pricing & Details >>
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