| Course outline: |
| Social Media – a brief overview |
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How the current landscape has evolved. |
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The implications for traditional media and traditional marketing plans |
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Who the leading voices are, i.e. Guy Kawasaki, Seth Godin, Cley Shirky, Forrester; and what they are saying about marketing in this new environment. |
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The rise of independent, specialist networks outside corporate or association boundaries. |
| Putting Social Media into a context that applies to conferences and events |
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How communities are created and evolve, and how this can be harnessed to develop and grow your event |
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Identifying the influencers and bringing them onboard |
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Creating a 'groundswell' that draws your community together and enables you to mobilize them into live conference participants |
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The etiquette of social media – how to monetize your relationships with potential delegates and sponsors without jeopardizing your community |
| Social media as part of a complete conference and events marketing plan |
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The new conference and event marketing cycle – how we have moved from the traditional 18 week cycle to a 24/7 model. |
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Writing and costing a marketing plan that includes social media |
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Project marketing lifecycles – how these differ from a traditional plan |
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Ensuring and engaging the right creative and technical capabilities |
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Defining likely inbound marketing load and ensuring that there is capacity to handle this |
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Engaging different parts of your organization to deliver timely and creative content |
| What media are available and how to assess which ones are relevant to your conference or event |
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How Twitter, LinkedIn, Facebook and YouTube have become the new mass media |
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Wikis and rating/review sites |
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Multi-media sharing – i.e. flikr, YouTube |
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Using aggregation, mashup, integration and auto-disperse tools such as Hootsuite, Tweetdeck, digg, stumbleupon, Yoono, Flock, Delicious |
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Capitalising on the large sites to create your own community |
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How to react to reviews, comments and opinions, they wonít all be good |
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What are the new social networking trends to watch out for? |
| Selecting the right social media tools for your conference audience: metrics and ROI |
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Using Social Networking Potential and online behaviour profiling such as Social TechnographicsÆ to identify your audiences and match their behaviour to appropriate social media |
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Measurement tools – whatís available and how to use them – Radian6, Cymphony Orchestra, SM2, ScoutLabs, Social Mention etc. |
| From consumers to creators – creating a two-way dialogue with your community through social media channels |
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Should you start a Blog? Who is going to have editorial control, who is going to write it and how often do you need to post on it |
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Designing your blog – bespoke or off-the-shelf solution |
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Plugins |
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Technical requirements |
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Developing a style that works when writing for the web |
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Building your audience - inviting participants to post and link to you |
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Using enhanced features such as video and linking this to YouTube and other video platforms |
| Following this training course, you will understand: |
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The exponential growth of social media, its drivers and the opportunities it presents |
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How the social media landscape differs from traditional mainstream media |
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The growth of inbound vs outbound marketing |
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Presenting your brand in an environment where there is nowhere to hide |
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Profiling in the context of social media |
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How other businesses, organisations and brands are using social media |
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Understanding how to behave when your community doesnít react the way you want it to |
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Best practices, ethics and legislation relating to social media |
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Basic techniques and tools for benchmarking your social media presence |
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The first steps in creating a social media strategy for your business or brand |
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Future-proofing your social media efforts |
