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Dates & Times
Start Date/Time: Wednesday, August 5, 2009 at 8:00am
End Date/Time: Wednesday, August 5, 2009 at 5:00pm
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Venue/Location
State Street Global Advisors
One Lincoln Street
Boston, MA 02111
Registration Fees
| Member Rate | Non-Member Rate | ||
| Program Registration Fee | $395 | $595 | |
Course Description
Length: One-Day
Fewer brands today are debating "if" they need to be paying attention to digital communication; however, how do companies make the most intelligent use of the many communication platforms online in a way that elevates the strategy beyond just implementing a tactic? How do we understand what's really changing about how audiences are communicating through digital means? How do digital initiatives fit in with a brand's more traditional means of marketing and communication? In this session, we will examine an effective overarching strategy for reaching audiences online in ways that use platforms for what makes sense for the platform, the target audience, and the the company. We will combine a discussion of these changes and strategies with applicable case studies and group discussion.
Who is This Course For?
All managers and directors responsible for overseeing and approving their organization's digital consumer communications media plans. This course is also for those who wish to elevate their understanding of digital consumer communications planning to ensure that they are effectively directing their team or agencies to build the most efficient digital media plans.
Key Takeaways
• A greater understanding of larger digital communications trends
• How to take a "spreadable media" approach to communicating online
• Finding out how to become "recommended"; in other words, how to get customers/clients to recommend your product/service to others
• Discovering what's wrong with "viral" marketing
• Overarching strategy for how to plan and implement digital campaigns
Class Agenda
Registration & Continental Breakfast - 8:00am - 8:30am
Module 1: Introduction to the Web 2.0 Landscape - 8:30am - 9:30am
•· Understand Web 2.0 and the range of new marketing and advertising opportunities available
•· Discuss the shifts in the media landscape and the rise in social and search marketing
•· Present case studies of successful and unsuccessful Web 2.0 campaigns
Module 2: Search Marketing -- 9:30am - 10:15am
•· Understand the latest developments in search marketing
•· Learn search engine optimization and paid search best practices
•· Review examples of successful search marketing tactics
Module 3: Engagement and Influence - 10:15am - 10:45am
Learn how digital marketing can help you:
•· Create buzz
•· Drive sales
•· Engage customers
•· Recruit evangelists
•· Build influence
•· Boost PR efforts
Break - 10:45am - 11:00am
Module 4: Digital Advertising Trends -- 11:00am - 11:30pm
•· Discuss current and emerging digital advertising trends
•· Analyze the latest industry metrics
•· Review case studies and examples of dos and don'ts
Group Exercise: Your Web 2.0 Campaign -- 11:30am - 12:00pm
Lunch - 12:00pm - 1:00pm
Group Exercise: Your Web 2.0 Campaign Presentations -- 1:00am - 1:45pm
Web 2.0 Marketing Tools & Tactics Part I - 1:45pm - 3:15pm
We will discuss specific digital marketing tools and platforms. For each, we will review examples and common mistakes.
•· Blogging - 1:45pm - 2:15pm
•· Social Networks - 2:15pm - 2:45pm
•· Twitter and Microblogging - 2:45pm - 3:15pm
Break - 3:15pm - 3:30pm
Web 2.0 Marketing Tools & Tactics Part II - 3:30pm - 4:15pm
We will conclude our review of specific digital marketing tools and platforms, ending with a discussion of best practices for integrated digital campaigns.
•· Crowdsourcing - Wikis, YouTube, Social Bookmarking, and More - 3:30pm - 4:00pm
•· Creating Integrated Digital Campaigns - 4:00pm - 4:15pm
Group Discussion: Challenges and Opportunities - 4:15pm - 4:45pm
Wrap-Up and Q&A - 4:45pm - 5:00pm