Track 6: Social Media Marketing
Social media is all the rage – and for good reason. When it comes to persuasion, nothing is more powerful that a recommendation from a trusted friend. Social media presents marketers with brand new opportunities and challenges. The ability to monitor public sentiment, participate in the conversation and create whole new communities of interest are explored in this track to help you keep a step ahead of the competition.
Your brand is in the hands of the public. Understanding social media is a must whether you believe your customers are using it yet or not. As promising as the Web was in the early 1990′s, social media is here to stay and is a game changer. This session lays out the variety of social tools from discussion groups and social shopping to Facebook likes, fans and video satires. But more importantly, you’ll learn the difference between a great social media program and a waste of time..
Getting the most out of social media means prompting two kinds of action: social and business. The best social action is when something you produce creates participation that helps build a meaningful relationship between you and your customers. The best business actions are increases in brand equity, customer intelligence, leads and sales. Get acquainted with all the ways you can use social and business actions to get your message out there and how to gauge whether it spawns significant business value
The newest metrics on the block are in the social space. As a brand manager, you need to keep your finger on the pulse of public opinion in terms of the magnitude of the conversation, the tenor of that conversation, the competitive side of that conversation and the intricate relationships developed between customers, journalists, opinion leaders and your company. This session dives into the new marketing metrics for a social world.
The ability to fine tune your advertising has never been better. While search marketing is masterful at getting the attention of people who are actively ‘in market’ for your goods and services, display ads on social sites allow for the tightest identification of individuals who have clearly expressed an interest in your field. This is a tactical session on making social advertising pay for itself right out of the starting gate.
Blogging, tweeting and creating content are the beginning. But the heart of social media is in the ongoing relationship between the company and the community. Tweeting and blogging are collaborative activities and managing a brand means managing a community. Find out what a community manager does and how they keep the conversation alive and thriving.
When you have to keep track of six Facebook pages, three Twitter accounts, four Linked In groups, two YouTube channels and monitor an ever-widening blogosphere, you’re going to need some technology to help you out. This session catalogs the old stand-bys and the new tools on the block. It takes more than a hammer and a saw to build a house.
Session 6a. Understanding Social Media
Ernest Barbaric, Social Media Strategist & Speaker at Ernest Barbaric & CompanyYour brand is in the hands of the public. Understanding social media is a must whether you believe your customers are using it yet or not. As promising as the Web was in the early 1990′s, social media is here to stay and is a game changer. This session lays out the variety of social tools from discussion groups and social shopping to Facebook likes, fans and video satires. But more importantly, you’ll learn the difference between a great social media program and a waste of time..
Session 6b. Initiating Social & Business Response
Dan Weingrod, Digital Strategy Consultant, Self-EmployedGetting the most out of social media means prompting two kinds of action: social and business. The best social action is when something you produce creates participation that helps build a meaningful relationship between you and your customers. The best business actions are increases in brand equity, customer intelligence, leads and sales. Get acquainted with all the ways you can use social and business actions to get your message out there and how to gauge whether it spawns significant business value
- Plan not for the people you reach, but the people that they reach
- Create opportunities for participation with simple hooks for involvement
- Work in small steps and iterate to success
- Everything is a test so measure, learn, re-test
- Achieve surprising business benefits if you know how to look for them
Session 6c. Monitoring Social Media (Awareness, Influence, Sentiment)
Sebastian Hempstead, VP North America, BrandwatchThe newest metrics on the block are in the social space. As a brand manager, you need to keep your finger on the pulse of public opinion in terms of the magnitude of the conversation, the tenor of that conversation, the competitive side of that conversation and the intricate relationships developed between customers, journalists, opinion leaders and your company. This session dives into the new marketing metrics for a social world.
Session 6d. Hyper-Targeting on Facebook & Linked In
Kevin A. Weafer, Vice President, National Sales Director, Compass Labs, Inc.The ability to fine tune your advertising has never been better. While search marketing is masterful at getting the attention of people who are actively ‘in market’ for your goods and services, display ads on social sites allow for the tightest identification of individuals who have clearly expressed an interest in your field. This is a tactical session on making social advertising pay for itself right out of the starting gate.
Session 6e. Community Management – A New Profession
Ellery Long, Social Media Manager, VerticalResponseBlogging, tweeting and creating content are the beginning. But the heart of social media is in the ongoing relationship between the company and the community. Tweeting and blogging are collaborative activities and managing a brand means managing a community. Find out what a community manager does and how they keep the conversation alive and thriving.
Session 6f. State of the Art Social Tools
Dixon Jones, Marketing Director at MajesticSEOWhen you have to keep track of six Facebook pages, three Twitter accounts, four Linked In groups, two YouTube channels and monitor an ever-widening blogosphere, you’re going to need some technology to help you out. This session catalogs the old stand-bys and the new tools on the block. It takes more than a hammer and a saw to build a house.
