Putting Why Before How: Seven Steps for Focusing Your Social Media Strategy

Presenter: Jason Baer
Broadcast on Thursday, July 30, 2009 » Now available on demand!
Duration: 90 minutes
Cost: $129

   

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At present, social media lends itself to purely tactical thinking. "Get us on Facebook!" cries the CEO. "Why aren’t we on Twitter?" asks the COO after reading about it in Time Magazine. It’s difficult to achieve any core objectives when your social media efforts are being whipsawed by the Shiny Object Syndrome.

To develop a meaningful, engaging social media program for your company, you need a methodology. You need to know why you’re active in social media, for whom you are active, and how success will be identified. This seminar will give you a framework for creating an ongoing social media strategy for your company, using a seven-step planning process.

You Will Learn

• How to determine for whom your social media efforts are directed
• The most important aspect of any social media effort — "The One Thing"
• How to use Forrester Research Social Technographics data and apply it to your program
• Ideas for appropriate success metrics

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 is one of 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

Jason Baer is a forest-dwelling restaurant critic with a passion for Tequila and all things social media. As President of Convince & Convert, Jason consults with corporations and public relations firms, helping them harness the awesome power of social media strategy. He spreads his "think social media tools last, not first" message through numerous conference speaking gigs, his Convince & Convert blog, and social media training seminars. Jason spent 15 years running digital marketing agencies, and has consulted for more than 700 companies - and 25 of the Fortune 1000. He's @jaybaer on Twitter.

What Participants Said

Of the participants who evaluated this seminar, 99% would recommend it to a colleague. Some of their comments:

"Jay's session cuts through confusion around social media like a hot knife through butter. So much of the buzz is around the shiny tools, and how all the cool companies are doing it. But to plan a successful social media strategy, you have to know why you are going social in the first place."

"This is the stuff your CEO wants from you. A plan and metrics, outlined here is everything you need to get started."

"Great presentation, I really felt this was different and much more informative than other Social Media online seminars I have listened to."

"This seminar--for whatever reason, and I can't pinpoint it--was far and away the best presentation of any type (in-person, white paper, webinar, PPT) that I have ever seen on the topic."

"We're currently in the process of developing a social media marketing program, and have been able to find MANY sources of information telling us what to do before we start, but few that imparted any information on HOW to actually ... start. This online seminar offered a number of very helpful suggestions and pointed to a number of sources that offered next-steps."

"This was the best Webinar I've ever participated in. I've been waiting for a social media online seminar that got beyond the "rah-rah you gotta do it" to the specifics of how to do it and do it well. This was just great!"

"My company is currently trying to define our social media strategy and this seminar provided the perfect outline for doing so. The step-by-step format, relevant examples, and friendly tone was out of this world. When the speaker is excited, the audience gets excited and trust me, we got psyched! Best one I've heard yet. Thanks!"

"Iit is bewildering reading all the material around on S.M. but that this seminar crystalised the information extremely well and in a very concise way."

"The Summer Social lineup has really solved my problems about how to quickly get up to speed with social networking in a way that I can apply immediately. Thank you MarketingProfs!"

Some of the comments on twitter:

McNary: Social media marketing can be about where your product came from or how the customer uses it. Not features!
KBush: Employees are the real stars of social media (via @JayBaer) ! Love it!
MeetingExp: Great point @jaybauer, make the employees the stars - passion trumps rank everytime
kellipoliska: Awesome presentation @jaybaer & marketingprofs! Thanks for all the great info
JenniferCrego: Great webinar with @jaybaer and @marketingprofs today. Provided tangible action items for social media stratgy.

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

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