Social Media Marketing: Turning Customers Into Advocates
Programs > Marketing and Sales
| Dates | Fees |
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| March 08-12, 2010 |
7,500 |
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| October 04-08, 2010 |
7,500 |
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| Program Information |
| The Program |
Social network marketing; social media; word of mouth marketing; viral connectivity; buzz marketing—whatever you choose to call it, the concepts and implementation of the applications are just as important to your customers as they are to your business. People are sharing photos, personal stories, and blogging about their opinions on everything from vacations and running shoes, to their favorite neighborhood restaurants. 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 organizations retake control of their brands while better understanding the full potential of social marketing?
In this new program, participants will explore the opportunities created through new technologies, such as blogs, social networking, and RSS feeds, that are changing marketing strategies. They will learn how to understand their customers’ online media consumption patterns and use of social technologies. Participants will identify which business objectives can be met using social media tools, how to develop strategies that drive those objectives in the online world, and discuss how to assess and utilize the results. Executives will return with an overall framework for connecting the power of users’ feedback and “online voice” to create a win-win scenario for their brands and customers.
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| Who Should Attend |
Both B2B and B2C marketing managers and executives will benefit from attending this course. CEOs and other senior leaders who need to understand how and why social media marketing is important will also find value in participating.
- Chief marketing officers and vice presidents of marketing who are establishing their companies’ overall marketing strategies, and 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’ future 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 |
Through the course, participants will:
- Be able to evaluate the potential effectiveness of proposals from social media agencies.
- Develop an awareness of the internal culture, resources, and policies that will maximize the benefit of a social media investment.
- 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 their products or services, and to their targets’ internet usage profiles.
- Understand how to drive objectives with, and integrate marketing activities around, social media technologies.
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| Topics |
- Getting into the Online World: Internal Apprehension and the Opportunities Beyond
- Social Media Marketing Strategies
- Technology Buzz Words and Leading-Edge Concepts
- The New Structure of Online Management
- Turning Your Customers Into Advocates
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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.
- Guest Speaker: Scott Hildebrand, BoldMouth Chairman and COO, will share his twenty years of marketing and social media experience that draws from a range of disciplines, industries, and clients.
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| Faculty |
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Polly Black
SVP and Chief Marketing Officer, BoldMouth
Eric L. Fletcher
Attorney and currently Policy Compliance and Contract Administrator, The Darden School, University of Virginia.
Scott Hildebrand
Chairman & COO, BoldMouth
Rajkumar Venkatesan
Associate Professor of Business Administration, The Darden School, University of Virginia.
Ronald T. Wilcox
Associate Professor of Business Administration, The Darden School, University of Virginia.
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