5 May 2010
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.
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:
In this workshop you will learn….
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.
|9.00||Introduction & scene setting
|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:
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:
|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:
|13.00||Practical session: Individual action plans – engagement|
|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:
|15.15||Practical session: Individual action plans – managing|
|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:
|16.45||Practical session: Individual action plans – measurement|
|17.00||Wrap-up & close|
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:
Senior Vice President, ITSMA and Managing Director, ITSMA Europe
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.
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.
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)
|Event Date:||5 May 2010|
|Member price:||£895+ VAT
Book by 6th April and receive discounted pricing: £795 + VAT
|Non-member price:||£995 + VAT
Book by 6th 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
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 firstname.lastname@example.org.|
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 email@example.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.
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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