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Complete agenda


Social Marketing Workshop Outline
8:30-9:15
 		Registration
9:15-9:30
 		Introductions and Expectations

  • Instructor and attendee introductions
  • Class discussion: Shared expectations for the workshop
    		•
    9:30-10:30
         		Setting the Stage for Social Marketing Success

  • The state of social media – a new world of marketing opportunities
  • Three questions to ask ourselves before getting started
  • Social Marketing ROAD Map: A method for mapping your social marketing strategy
  • Class exercise: Determining your organization's phase of social marketing maturity
    		•
    10:30-10:45
         		Break
    10:45-11:30
         		ROAD Map – Research: Gathering Intelligence

  • Stop, look and listen – monitoring social media
  • What to monitor, benchmark and tools to use
  • Target audiences segments
  • Recruiting internal resources and defining roles for the social marketing team
  • Identifying your existing content for social marketing repurposing
  • Class exercise: Profiling your target audiences by social influence and behavior
    		•
    11:30-Noon
         		ROAD Map – Objectives: Targeting and Alignment

  • Defining targeted and measureable objectives for social marketing purposes
  • Prioritizing target audience segments
  • Identifying metrics and reporting specifications
  • Class exercise: Aligning your objectives with target audiences and success metrics
    		•
    Noon-1:00
         		Lunch
    1:00-1:45
         		ROAD Map – Actions: Social Marketing Tactics

  • Effectiveness versus “fast and easy”
  • Tactics for the effective use of social media platforms
  • Blogging, microblogging, social networking and multimedia content sharing
  • Engaging the social minority and pitching the social authority
  • Case study: Lessons in developing your social marketing tactical plan
  • The importance of a social media policy and how to draft one
  • Social Media’s share of the online marketing budget
    		•
    1:45-2:30
         		ROAD Map – Actions (cont.): Social Media Integration

  • Integrating social media with other tactics in the mix
  • Extending the reach of email campaigns with social sharing
  • Inbound marketing’s powerful pair – search and social
  • Case study: Key trends and tactics in search and social integration
  • Class exercise: Outlining your tactical plan of action
    		•
    2:30-2:45
         		Break
    2:45-3:45
         		ROAD Map – Devices: Technology and Architecture

  • Creating a strategy that outlives technology
  • Analyzing social platforms for strengths and weaknesses
  • Identifying hub sites for content and conversion
  • Prioritizing platforms for community building and engagement
  • Class exercise: Constructing your social marketing architecture
    		•
    3:45-4:15
         		Review of Top Takeaways for Mapping Your Social Marketing Strategy


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