Leveraging Social Media for Brand Building (Half Day) | School of Marketing | ANA

Leveraging Social Media for Brand Building (Half Day)

A Strategic Approach to Driving CLV through Social Media & Customer Engagement
(Half Day Workshop)

The proliferation of social media platforms and empowered consumers makes reaching your target audience challenging. Even the biggest brands struggle with how to use social media to be relevant and authentic. It's no longer a question of whether social media plays a role in marketing, it's about what role the modern marketer needs to play in developing the best social media strategy to drive marketing results, customer engagement and overall business success.

This virtual workshop provides strategic best practices that can be used across social marketing platforms, including Facebook, Instagram, Snapchat, Pinterest, Twitter, and LinkedIn. This highly engaging and interactive workshop will help participants better understand how to use social media to improve target consumer engagement, enhance brand perception & affinity, and accelerate the “buyer’s journey”. Participants will learn the essential components of a social media strategy and strategic content development plan. The workshop will help both marketing professionals and teams assess the evolving role of social media in the marketing mix and customer journey to brand loyalty.

Participants will leave with actionable concepts and tools they can immediately apply to real world situations, including aligning social media strategy with the company’s customer experience and marketing plan goals. The workshop provides practical frameworks and models to understand and optimize social media strategy to enhance overall customer experience and build brand equity.

Who is this workshop for?
This virtual workshop is for marketing executives and/or in-house agency professionals that want to be well versed in how to use social media strategically, as part of the modern marketing mix. It is also for those that want to gain a current understanding of the social media opportunity for their brands, including marketers involved in brand management, digital marketing, marketing communications, product/service innovation and any marketing organization.

It is appropriate for all Marketing levels. Priority should be placed on marketers charged with leading Online Marketing, Social Media and Digital Strategy, digital measurement and management, or those who play a critical role in social media execution & planning.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, maximizing marketing ROI and improving employee alignment and collaboration.

This workshop helps attendees improve marketing effectiveness by teaching them:

  • How to adjust your Social tactics to reflect recent platform changes
  • How to increase brand awareness and engagement with target customers
  • Social Media’s impact on brand perception & customer experience

This workshop helps attendees increase marketing efficiency by teaching them:

  • The impact of customer journey and Social Media alignment
  • Assessing, Evaluating and Selecting the ideal Social platforms to support goals
  • The brand equity and perception impact of Social Media

This workshop helps attendees improve marketing ROI by teaching them:

  • How to make Social Media execution decisions based on building long-lasting audience connections that increase customer lifetime value, not trends
  • How to evaluate and balance long-term and short-term investments and impact
  • How to establish measurement reporting & goal setting for Social Media

Download the full agenda here


  • Mary Czarnecki

    Mary Czarnecki works with brand leaders to apply a customer-centric approach to increase revenue and customer impact. Market-leading brands turn to her to upskill their teams and implement effective marketing strategies. She has worked with clients across numerous industries, including health care, beauty, technology, finance, insurance, and consumer products. She consults with Fortune 500 companies as well as start-ups and entrepreneurs.