The Art Of Social Media: It's All About The Relationships

Presenter: Charlene Li
Broadcast on Thursday, July 16, 2009   » Now available on demand!
Duration: 90 minutes
Cost: $129

   

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The excitement around social media often centers on the technologies — Facebook, blogs, Twitter, etc. etc. But this is the wrong approach. The power of social media is that it's about the relationships it builds and supports, not the technologies.

Rather than think about crafting a strategy around social technologies, marketers should be pondering how they can use social technologies to support a customer relationship. Getting started requires courage and is not for the faint of heart. We'll be looking at the art — and the science — of using social media to support very specific and measurable marketing goals.

You Will Learn

• Four goals that will help you define your social media strategy.
• How to spot the "revolutionaries" within your organization.
• Specific metrics you can measure (and those you shouldn't).
• Why ALL employees should get involved in social media, not just your marketers.
• Ways to prepare for inevitable failures.
• And more!

Who Should Attend

Product marketing, marketing communication, and marketing strategy professionals who are seeking best practices for using Web 2.0 in their marketing plans.

This seminar kicks off a series of eight seminars focused on adding Social Media to your marketing mix. Premium Plus members have access to the entire series!

About The Presenter

Charlene Li is an influential thought leader and guide on emerging technologies, with a specific focus on social technologies, interactive media, and marketing. She is the co-author of the business best-seller, Groundswell: Winning In A World Transformed By Social Technologies, published by Harvard Business Press in May 2008. Named "One of the Most Influential Women in Technology" by Fast Company magazine, Charlene is the founder of Altimeter Group which provides speaking and consulting services to organizations looking to understand and thrive in a new economy driven by social media tools and techniques. You can also read insights from Charlene on her blog, "The Altimeter."

Charlene is one of the most frequently-quoted industry analysts and has appeared on 60 Minutes, The McNeil NewsHour, ABC News, CNN, and CNBC. She is also frequently quoted by The Wall Street Journal, The New York Times, USA Today, Reuters, and The Associated Press. She is a much-sought after public speaker and has presented frequently at top technology conferences such as Web 2.0 Expo-where she now serves on their Advisory Board, SXSW, and adTech.

Most recently, Charlene was a Vice President and Principal Analyst at Forrester Research. She joined Forrester in 1999, after spending five years in online and newspaper publishing with the San Jose Mercury News and Community Newspaper Company.

She is a graduate of Harvard Business School and received a magna cum laude degree from Harvard College.

What Participants Said

Of the participants who evaluated this seminar, 97% would recommend it to a colleague. Some of their comments:

"If you market to or for an organization, this online seminar will help you understand the social media language, plus, you will gain full-time access to others in your field sharing their successes, contemplating similar goals, challenges, etc. Highly targeted and interactive session!"

"Charlene is not only a subject matter expert in the realm of social media, but she explains her points in a way that both novice and seasoned professional can benefit from. Every marketer will learn something new from this online seminar. Don't miss it!"

"Thinking of putting your toe further into SM? Learn how to do it right. Check out this online seminar!"

"I thought it was a great mix of social media overview plus some VERY good examples of real world brands and what they're doing right now to jump into social media. I also think Charlene was realistic in terms of what to expect when trying to start an SM program: fear, failure, executive push-back."

"Very informative - especially for companies who are thinking about how best to implement, maintain, and get the most out of social networking."

"I thought Charlene had a lot of "meat" - facts then examples to back them up."

"You must see this seminar! It will change the way you currently do business!"

Some of the comments on twitter:

gavinthomas11: love @charleneli 's idea of letting goals/objectives drive SM tool decisions, not vice versa #summersocial
MichaelGrover: Choose what NOT to do with Social Media...what a concept! #summersocial Charlene Li & MarketingProfs
djwaldow: Wow. What a great start to @MarketingProfs Social Media Summer Series. @charleneli is rocking it #summersocial http://idek.net/JMS
djwaldow: The day gets better. Coffee, @MarketingProfs SM Summer Series (rocked) #summersocial ...
livepath: @marketingprofs @shelleyryan @allenweiss AWESOME Kickoff for #summersocial series ... @CharleneLi is terrific. Thanks to all of you!

Want to see all the tweets from #summersocial in one place? Check out: wthashtag.com/Summersocial.

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