Forrester: - Making Leaders Successful Every Day

Event Overview

This Workshop helps marketers who want to tap into the power of social technologies ¿ communities, social networks, blogs, Twitter, and the rest ¿ to develop cost-effective, measurable marketing results. In the book Groundswell: Winning In A World Transformed by Social Technologies, we highlighted the POST method ¿ People, Objectives, Strategy, Technology ¿ and revealed how focusing on objectives is a key to developing an effective social strategy. In this Workshop, develop, plan, and prepare to implement your own social media marketing strategies, including more than one dozen case studies, with a focus on the cost-effective, highly measurable solutions that are recession ready. Go home with the skills you need to market successfully using social technologies.

This Workshop includes:

• An interactive session in which you create a strategy using the power of social technologies.
• A peek inside the social Internet to see what people are saying about your brand.
• Dozens of case studies across a wide variety of industries, with quantitative proof that they worked.
• Opportunities to share, learn, and network with other attendees and Forrester analysts.

During this full day of presentations, hands-on exercises, and discussions, Forrester analysts teach you how to:

• Develop a strategy to reach your target market. In a down economy, marketers need to reach a broad audience, while keeping costs low. Learn about the POST method, which focuses on People, Objectives, Strategy, and Technology, to develop a strategy that lets you use social marketing reach your customers where they are.
  
• Listen to your customers. People are talking about you through online media, find out what they are saying and how to promote relationships that will build strong customer loyalty. Learn how to monitor online buzz and embrace existing online networks to begin hearing what consumers have to say.
  
• Engage your customers in conversation. Once you have found your customers online, you must engage them in a way that favors interesting content experiences instead of obvious marketing messaging. Learn how to incorporate multimedia to enhance your messages and cultivate feedback.
  
• Focus on objectives. Marketers embracing the groundswell have to talk about their customers' problems, like financial planning, living with health problems, saving time, saving money, saving the planet, or just having fun. By focusing on what your customers want to talk about, you can get them to recognize the need your company fulfills.
  
• Measure the return of social technology investments. Identify metrics that matter to the business, and put metrics in place that are both important to the business and possible to measure.
  

Who Should Attend?

This Workshop is relevant for both B2C and B2B marketers. Appropriate attendees include:

• Marketing strategists who want to better understand how to tap social technologies for cost-effective marketing.
• Managers who want to incorporate social technologies into an overall customer strategy.
• IT professionals who are charged with delivering or managing technical solutions for social technology.

Why Attend?

• People are talking about your brand online already. You need to understand the phenomenon.
• The growing ranks of social technology participants represent an opportunity. This group represent a highly loyal ¿ and influential ¿ target group that could be spreading positive word of mouth for you.
• In a recession, social technologies are more effective and less expensive than advertising. If you need to do more with less, these tools are essential.