| Program Information |
| The Program |
Whatever you choose to call it—social network marketing, social media, word-of-mouth marketing, viral connectivity, buzz marketing—the concepts and implementation of the applications are important to your customers and to your business. Social media technology has leveled the playing field and empowered ordinary citizens to become major brand influencers. Whether it is comfortable or not, the customer is calling the shots. So how do you and your organization implement this control, increase the power of your brands, and fully understand the extraordinary potential of integrating social marketing into your mix? Consider the program—Social Media Marketing: Turning Customers Into Advocates.
As a participant in a class of peers representing a diverse set of industries, roles, and regions, you will examine the opportunities created through the technologies that are transforming marketing strategies. Through real-time exploration, understand your customers’ online media consumption patterns and use of these social mediums. Throughout the course learn to identify which business objectives can be met using social media tools, develop strategies that drive those objectives in the online world, and discuss how to assess and utilize the results. Get ready to return to the workplace with an overall framework for connecting the power of users’ feedback and “online voice” to create a win-win scenario for your brands and your customers!
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| Who Should Attend |
Both B2B and B2C marketing managers and executives will benefit from participation. CEOs and other senior leaders who need to understand how and why social media marketing is important will also find value in attending. Your learning peers will include:
- Chief marketing officers and vice presidents of marketing who are establishing their companies’ overall marketing strategies, and who want to understand how to integrate social media into their communication activities.
- Chief strategy officers and vice presidents of strategy who are charged with directing their organizations’ comprehensive go-to-market strategies and shaping their firms’ visions and goals.
- Senior-level managers responsible for identifying ways to leverage a CRM database for increased ROI and growth.
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| Benefits of Attending |
- Develop an awareness of the internal culture, resources, and policies that maximize the benefit of a social media investment.
- Evaluate the potential effectiveness of proposals from social media agencies.
- Fully realize the role of social media as a marketing discipline.
- Gain the knowledge necessary to form new relationships with customers.
- Integrate social media with other marketing activities.
- Learn to evaluate which social media strategies are most appropriate to products or services, and to internet usage profiles.
- Recognize how to drive objectives with, and integrate marketing activities around, social media technologies.
- Understand the legal responsibilities and policies associated with social media marketing.
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| Topics |
- Getting Into the Online World: Internal Apprehension and the Opportunities Beyond
- Social Media Marketing Strategies
- Technology and Leading-Edge Concepts
- The New Structure of Online Management
- Listening and Learning—Turning Your Customers Into Advocates
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| Participant Profile |
- Director/VP Marketing
- Managing Director, Education Finance Industry Relations
- President
- Senior Product Marketing Manager
- Senior Technologist
- VP, Marketing and Client Relations
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| Special Features |
Selling Relationship Module: Participants will take part in an interactive group module that highlights the key strengths of social media applications. This exercise will provide relevant takeaways that can be applied within any field or context.
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| Faculty |
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Polly Black
Guest Contributor. SVP and Chief Marketing Officer, BoldMouth.
Eric L. Fletcher
Guest Contributor. Attorney and currently Policy Compliance and Contract Administrator, The Darden School, University of Virginia.
Robert E. Spekman
Tayloe Murphy Professor of Business Administration and Area Coordinator, Marketing, The Darden School, University of Virginia.
Rajkumar Venkatesan
Associate Professor of Business Administration, The Darden School, University of Virginia.
Ronald T. Wilcox
Professor of Business Administration, The Darden School, University of Virginia.
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