JULY 28

8:30 a.m.-9:00 p.m.
Breakfast Reception

9:00-9:30 a.m.
Introductions And Expectations

9:30-10:15 a.m.
Introduction To Social Media And Marketing

Charlene Li, Principal Analyst

• What is so different about social marketing?
• What are the major elements of social marketing?
• How many consumers are using social media?
• How does social media and marketing alter consumer behavior?

10:15-11:00 a.m.
Word-Of-Mouth Marketing

Jim Nail, Principal Analyst

• How do consumers react to WOM marketing?
• What are the best practices marketers are using?
• What pitfalls should marketers avoid?
• How can marketers monitor their own brand, as well as competitor brands, as social marketing takes shape?

11:00-11:15 a.m.
Break

11:15 a.m.-12:30 p.m.
Planning And Creating A Blog

Charlene Li, Principal Analyst

• What are the major components of a blog?
• When is it appropriate for a company to create a blog?
• What process should companies follow to create a blog?
• What software should you use?
• Exercise: Plan and create your own blog.

12:30-1:00 p.m.
Lunch

1:00-2:00 p.m.
RSS: Going Beyond Being An Email Alternative

Charlene Li, Principal Analyst

• How can marketers use RSS?
• What steps are needed to set up a RSS feed?
• Are RSS ads a viable marketing tool?
• Exercise: Create your own RSS feed.

2:00-2:30 p.m.
Podcasting’s Future

Charlene Li, Principal Analyst

• How does podcasting work?
• What are the opportunities for marketers?
• Group exercise: Create a podcast.

2:30-2:45 p.m.
Break

2:45-3:30 p.m.
Creating A Social Marketing Plan

Jim Nail, Principal Analyst

• What social marketing tools should marketers use — and when?
• What vendors can help execute a social marketing plan?
• What customer scenarios do marketers typically face?
• Group exercise: Create your social marketing plan.

3:30-4:45 p.m.
Panel: Social Marketing Pioneers

Moderated by Principal Analysts Charlene Li and Jim Nail

Attendees will have the opportunity to ask questions of a panel of social marketing pioneers — marketers who are using social marketing successfully to connect with their customers. Hear firsthand how leading companies are taking advantage of social marketing opportunities.

4:45-5:00 p.m.
Wrap-Up

Charlene Li Vice President and Principal Analyst Forrester Research, Inc.

Jim Nail Principal Analyst Forrester Research, Inc.