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Digital Leadership Masterclass

This event is over.

Consumers behave differently than they did five years ago. Traditional business discipline still applies, but the moving parts are evolving at breakneck speed, and the stability of 20th Century marketing is now ancient history.  If you learned your business skills before 2007 then you want to update your approach.   

This two-­‐day interactive workshop empowers organizational leaders to understand the impact of digital on business and unlock the potential of digital within teams.   

Led by expert trainers who have worked with, and for, Fortune 500 businesses around the world, the session will cover strategy and best practice in the following digital disciplines:

•      Digital Strategy -­‐ From influence & engagement, to purpose & participation

•      Search – How intentional marketing and SEO impacts every business

•      Mobile Marketing – The biggest opportunity to be part of consumer journeys

•      Social Media – Driving engagement and influencing consumers in new ways

•      Digital Display  -­‐ Being able to achieve brand metrics with innovative formats

•      Measurement & Optimization -­‐  How to measure & improve performance in digital

The focus of this session is to develop your digital mind-­‐set to think and act effectively in the long term so you can adapt to an ever-­‐changing landscape.    

Workshop Benefits:  

•      Understand the impact of digital on business objective setting and measurement

•      Learn how to integrate a digital mind-­‐set into the way you think about marketing

•      Understand key consumer and media trends driving change, and where they are going 

•      Understanding consumer journeys and how they make decisions

•      Learn practical strategic planning skills and tools 

•      What best practice looks like in Mobile, Social and Search

•      Learn what tools, platforms and services you might want to invest in

•      How innovation can lead to results

Who is this workshop for?

Aimed at CEO’s, board directors and senior managers, our leadership training course has been created for businesses who want to get ahead in a digital world.

 

When
Begins:Wednesday, December 3, 2014 at 8:30am
Ends:Thursday, December 4, 2014 at 5:00pm
Where

Reed Smith
599 Lexington Avenue
22nd Floor
New York, NY 10022

Instructor: Nick New

Nick is managing director of the North America operation at Knowledge Engineers.  He joined the firm in 2010 after a year of consulting for various e-commerce startups.  His marketing career began in CPG brand management at Colgate-Palmolive Europe.  In 1999 Nick joined an early day tech startup, developing a mobile-accessisble, user-generated, content-driven urban lifestyle site in 2000.  After stints at several of London’s advertising, marketing, and PR agencies,  Nick was appointed head of marketing for a group of Time Warner’s publishing brands, during the challenging time of evolving the magazine brands from print to digital platforms.  In 2008, after winning awards for the web site and launching mobile, television, and digital radio franchises, he joined an e-commerce consultancy/ production shop building digital content propositions for some of the world’s largest entertainment brands to help clients evolve their marketing centered on the digital consumer.  Nick later became a marketing director within Universal Music Group International’s e-commerce project team.  He supported the organization’s change and helped develop innovative commercial digital propositions for some of the world’s largest artists, in social, mobile, and e-commerce, including Lady Gaga, Bon Jovi, Justin Bieber, Arcade Fire, and Metallica.

 
Agenda

Day 1

#

Module

Length

Takeaway/Content Summary

1

Breakfast

0H:30M

  • Coffee, networking and orientation

2

Morning Session 1

 

0H:45M

  • Introductions, agenda and setting objectives
  • Overview of how technology changes consumer behavior
  • The impact on marketing
  • Digital and the 4P’s
  • Product
  • Price
    • Workshop exercise

3

Coffee

0H:15M

 

4

Morning Session 2

1H:30M

  • Digital and the 4P’s
  • Placement
  • Promotion
    • The impact of digital on consumer behavior and customer experience
    • Developing a purpose-driven strategy
    • Generating consumer insights
    • Insights from search
    • Insights from websites
      • Workshop exercise

5

Lunch

1H:15M

 

6

Afternoon Session 1

1H:30M

  • Creating the right strategy
  • Plotting the customer journey
  • Different approaches to strategy based on purpose
  • Model 1: The new customer journey — influence, intent and experience
  • Best practices in search
  • How search engines work
  • Key terminology and basics
  • How PPC works

7

Coffee

1H:15M

 

8

Afternoon Session 2

1H:30M

  • Workshop exercise: Writing a PPC ad
  • The zero moment of truth
  • Useful tools
  • On-the-page optimization
  • Off-the-page optimization
    • Workshop exercise

9

End

 

  • Wrap up and questions

 Day 2

#

Module

Length

Takeaway/Content Summary

1

Breakfast

0H:30M

  • Coffee and networking

2

Morning Session 1

 

0H:45M

  • Recap of day one
  • Targeting: Behavior, location and intent
  • Hybrid models
  • Model 2: The engagement experience
  • Impact of social media on customers and how it changes marketing
  • Social media monitoring
  • Workshop exercise

3

Coffee

0H:15M

 

4

Morning Session 2

1H:30M

  • Creating a social business
  • The architecture of participation
  • How content strategy and social platforms can drive business goals
  • Optimizing participation
  • Example of targeting Facebook advertising
  • Workshop exercise

5

Lunch

1H:15M

 

6

Afternoon Session 1

1H:30M

  • Model 3: The life cycle model
  • Best practices in life cycle application
  • Using mobile to acquire and develop the consumer relationship
  • What makes a good mobile strategy?
  • Mobile advertising

7

Coffee

1H:15M

 

8

Afternoon Session 2

1H:30M

  • Optimization
  • Workshop exercise: Review PPC ad performance
  • What can be optimized and opportunities to maximize ROI
  • Creative
  • Media
  • Copy
  • User experience
    • Future trends
    • New customer journey
    • Frictionless commerce
    • Natural user interfaces

9

End

 

  • Wrap up and questions

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