Social Media Workshop

Building the Business Case for
Social Media in B2B Marketing

5 May 2010
London, UK

Overview

B2B marketers will look back at 2009 as the year that social media stopped being optional. ITSMA research shows that a majority of IT and business buyers are now using social media in the purchasing process. That’s why B2B marketers need to create an integrated social media channel within their larger marketing strategies.

Workshop outline

Attend ITSMA’s Social Media workshop to learn how to use social media to complement—rather than compete with—existing strategies and tactics. Using ITSMA research data and in-depth case studies from successful B2B social media practitioners, you will learn the skills, processes, tools, and thinking needed to build the business case for social media, to review and develop your social media activity, and to make it a valuable piece of your marketing strategy. This workshop is for those individuals in a B2B marketing environment who are setting out on their journey into Social Media and looking to:

Build the business case for social media within marketing;
understand the impact of social media on their organisation;
demonstrate the value of social media, and to measure its impact;
build on existing social media activity and integrate it into the overall marketing strategy;

In this workshop you will learn….

The right strategy for social media participation
The tools available; how they are being used; and their relevance to B2B marketing;
What types of social networking initiatives are having the biggest impact on business today and what audiences they are addressing;
Obstacles and objections to overcome including how organizations can best mitigate the risks associated with more open collaborative working practices;
Support structures and governance required to manage new ways of working.

This workshop will combine presentation material with case studies and hands-on practical sessions. Delegates will carry out an audit of their organisation’s online presence, and use this as a basis for an individual action plan that they will develop throughout the day.

Agenda

9.00	Introduction & scene setting Format of the day Individual action plans Why Social Media has become so important HCC, Budgets & Trends, Social Media survey
9.15	Defining your objectives for social media In this discussion-led session you will clarify your business objectives for developing a social media strategy, including: Setting your goals and objectives for social media Defining your target audience – Customers? Prospects? Employees? Future recruits? Others? Determining your participation strategy Gaining the support of the business – from Board level down
9.45	Monitoring activity Monitoring activity is often the first step to be taken into social media and an important one for setting future direction. In this session you will learn how to monitor relevant conversations about your brand and the issues that matter to your customers and prospects; how to extract business value from digital conversations; and to understand: Which social media tools and networks should be monitored for B2B The different social media monitoring tools available Current business models Examples of platforms The challenges of social media
10.45	Coffee
11.00	Practical session: Audit your company’s online presence
11.30	Engaging with social media Companies need to move from passive monitoring to active engagement in social media. But there are issues to consider before jumping into the conversation including: What motivates people to engage in social media? How do you identify and address your key influencers? What types of social networking initiatives are having the biggest impact on business today, and how do they address the different audiences? Obstacles and objections you may need to overcome How organizations can best mitigate the risks associated with more open collaborative working practices The benefits of a social media policy
12.45	Case Study
13.00	Practical session: Individual action plans – engagement
13.15	Lunch
14.00	Managing the social media community Social media is not a campaign—it’s a commitment. Companies that want to manage the social media conversation must be prepared to do it with fresh ideas and content. This will require changes in the structure and management of marketing. In this session you will learn: The need for a content engine to feed social media The impact of social networking on the business in terms of innovation, culture and values The impact of social media on collaboration and commercialization The support structures and governance needed to manage these new ways of working The importance of and barriers to social media integration
15.00	Case study
15.15	Practical session: Individual action plans – managing
15.30	Coffee
15.45	Measuring the impact of social media Measuring the impact and demonstrating the value of social media are key to gaining the buy-in and future commitment to your strategy. In this session you will discuss: Whether we need to measure What we need to measure Which metrics matter How to demonstrate value
16.30	Case study
16.45	Practical session: Individual action plans – measurement
17.00	Wrap-up & close

Who Should Attend?

This workshop is specifically designed to address Social Media for organisations that market and sell technology-based solutions using ITSMA research and in-depth case studies from successful B2B social media practitioners. This workshop is particularly useful for:

Corporate marketing managers and executives
Field and industry marketing managers
Individuals tasked with developing and/or implementing social media activities
Individuals with responsibility for integrating social media into the marketing strategy

Workshop leaders

Richard Seymour
Senior Vice President, ITSMA and Managing Director, ITSMA Europe
rseymour@itsma.com

Richard leads ITSMA Europe’s thought leadership research, executive events, professional development programmes, and consultancy, all designed to keep members and clients at the forefront of marketing practice. Although qualified as a Control Systems engineer with grounding in the aerospace industry, Richard has 30 years of marketing, business development, general management, and consultancy experience.

Drew Nicholson
Joint Managing Director, DNX Ltd

Drew’s career started at one of the world’s most successful retailers – Tesco – where he worked in the advertising department before he realized that Agency life looked more exciting. He joined (the then Saatchi owned) Bates/Dorland where he became their youngest ever associate director running advertising campaigns for Express Foods, Duracell, Heinz and the London Boat Show. In 1990, he joined a fledgling DFGW and as the agency grew from 10 people to be one of London’s most talked about agencies; creating award winning campaigns, Drew managed some of the agency’s key client relationships; Pizza Hut, Toshiba, Liverpool Victoria Insurance amongst them. He was a director of the agency that grew to over 50 people when he left to start his own business. DNX was formed in 2000. Drew has helped steer the agency he co founded to 40 people, an agency that has boasted some of the biggest client names in technology and B2B marketing – Sun Microsystems, SAP, Business Objects, Cisco WebEx, ntl:Telewest Business, Tandberg ands SITA. Drew maintains an active role in managing client business as well as helping to steer the agency overall.

Moira Clark
Professor of Strategic Marketing at Henley Business School, and Director of Enterprise and Applied Research and Director of The Henley Centre for Customer Management.

Moira’s major area of research and consulting is in Customer Management, Social Networking, Customer Retention and Internal Marketing. She has worked extensively in the area of culture and climate, its impact on retention and loyalty and the critical linkages between employee behaviour and customer retention. She has published widely on this subject and is co-author of Relationship Marketing for Competitive Advantage, Winning and Keeping Customers and Relationship Marketing: Strategy and Implementation.

Moira is also a judge for the prestigious Sunday Times Customer Experience Awards. Her book Business Success through Service Excellence examines the crucial factors needed to achieve and maintain service excellence. She is a frequent keynote speaker at many public and in- company seminars around the world. Moira joined Henley from Cranfield School of Management in 2005. Prior to her academic career, Moira was an international marketing consultant based in Munich where she was involved with a wide range of industries including service industries, consumer and industrial goods manufacturers.

Henry Clifford-Jones (bio not available)

Location and Event Information

Event Date:	5 May 2010
Member price:	£895+ VAT Book by 6^th April and receive discounted pricing: £795 + VAT
Non-member price:	£995 + VAT Book by 6^th April and receive discounted pricing: £895 + VAT
	Fees include lunch and refreshments.
	Save 10% on 2 or more attendees registered at the same time.
	Payment should be received in advance of the 4th May, or ITSMA must be in receipt of an authorised company purchase order.
Event Location:	Forrester Research Charlotte House 9-14 Windmill Street London W1T 2JG
Special Requests:	If there is anything we can do to make your participation in this event easier, please complete the appropriate space on the Registration Form or contact Barbara Dadak on +44 (0) 118 903 6117, or bdadak@itsma.com.

Cancellation and Refund Policy

Any cancellations or substitutions must be in writing. Send any notices to ITSMA Europe, Atlantic House, Imperial Way, Reading, Berkshire, RG2 0TD, UK or via email to Barbara Dadak at bdadak@itsma.com.Cancellations received less than 15 days before the workshop are subject to a cancellation fee equal to 25% of the event fee or €350, whichever is greater. Cancellations received less than 5 days before the workshop will be subject to no refund.

Nonattendance without written cancellation prior to the event will incur the full event fee. Substitutions approved by ITSMA are permitted up to the start of the event.

Satisfaction Guarantee

ITSMA guarantees your complete satisfaction with this event. If, however, you are not satisfied, we will provide you with a full refund of your money or provide a credit towards another ITSMA offering.

ITSMA specializes in helping companies market and sell services and solutions. As part of our annual client program we work with the world's leading technology, communications, and professional services firms to generate new business, strengthen customer loyalty, and increase brand differentiation. Through research, consulting, training, and community we provide the insight companies need to improve marketing impact, sales performance, and business results. ITSMA is based in Lexington, Massachusetts, and has offices in the United States, the United Kingdom, India, and Japan. Learn more at www.itsma.com.

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