Monday, July 26, 2010
- Workshop A: Social Media 101: A Practical Toolkit for a Successful New Media Campaign
- Workshop B: What's that Tweet Worth?: Measuring the Value of Social Media and the Search for ROI
- Workshop C: Advanced Social Media: Taking Your Campaign to the Next Level
8:00 - 11:00 Workshop A: Social Media 101: A Practical Toolkit for a Successful New Media Campaign
Social media has rapidly grown in scope and significance over the past few
years. Twitter, Facebook and other social presences are now as much a
staple of an organization's communication activity as a basic website. This
evolution towards more active engagement with consumers is a natural fit
for some industries, but presents unique challenges for others – including
healthcare. Social media also offers healthcare organizations important
opportunities to connect with consumers in a meaningful personal context.
After completing this workshop, participants can expect to learn:
- The key questions to ask yourself and your social media partners when beginning a campaign
- How to use automated posting and campaign management tools to build and maintain a widely visible and active social media presence efficiently and economically
- What the advantages and disadvantages are of including different sorts of social sites in a social media initiative
- How to support positive user reactions and how to deal with negative ones
- The basics of measuring success
Workshop Leader:
Jacob Ramos
Squeaky Wheel Media
11:15 - 2:15 Workshop B: What's that Tweet Worth?: Measuring the Value of Social Media and the Search for ROI
The topic of social media return on ROI continues to be popular Whether
you qualify as an innovator looking to justify your efforts or a laggard looking
for excuses, we all want to know what the ROI on our time and resources is.
The ability to assess the effectiveness of social media promotion efforts is
critical for making decisions about how to execute social media initiatives
and where to allocate resources across an organization's communication and
marketing activities. As amorphous as social media can seem at times, there
are a number of ways to quantitatively track and evaluate social media
tactics. Some of these are outgrowths of familiar practices for analyzing site
traffic, others chart new territory by aggregating and analyzing social content
and conversation from all over the Web.
After completing this workshop, participants can expect to learn:
- How to set targets at the beginning of a campaign, and how to reasonably adjust or shift expectations based on user reactions
- How to use basic site traffic analytics to measure and improve the effectiveness of social media initiatives
- How to collect data from public activity streams, filter it for relevance, and extract useful information
- The pros and cons of using the services provided by major solutions providers in the new (and rapidly growing) social media measurement space
- Ways to make the big leap from campaign results data to concrete ROI numbers
Workshop Leader:
Daniel Luxemburg
SnapDragon Consultants
2:30 - 5:30 Workshop C: Advanced Social Media: Taking Your Campaign to the Next Level
Are you ready to take your social media campaign to the next level? Now
that you have an online presence, how do you turn your followers into fans,
your fans into advocates and your advocates into influencers and purchasers
who are not just engaging online but energizing your bottom line? This
master class will explore more sophisticated concepts and demonstrations,
including advanced strategies and tactics for reaching influencers and
building a long-lasting online community around your organization using
today’s best practices in social media. You will also learn how to take social
media beyond marketing and acquire the tools you need to deputize your
employees for organization-wide social media engagement. Finally, you’ll
learn how to effectively integrate video, user-generated content and other
innovative tools to transform your current efforts into a truly multi-channel
social media campaign.
After completing this workshop, you will know how to:
- Apply advanced social media best practices to ensure a reasonable rate of return on your social media investment
- Create a complete multi-channel, social media-enabled marketing strategy and integrate social and traditional channels to deliver a competitive advantage
- Engage in case-based problem solving with a high-energy group of peers capable of taking your program to the next level
- Build a media metrics dashboard to monitor results and drive continuous improvement efforts
- Expand your base of followers, fans, readers and engaged participants across all channels that your organization or brand is currently engaged in
- Launch external blogs without IT support
- Achieve low-cost success with online and user-generated video for branding and marketing
- Generate mainstream media coverage, and leveraging mainstream media coverage for increased social media traffic
Workshop Leader:
Lee Aase
Manager, Syndication and Social Media
Mayo Clinic
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