Forrester: - Making Leaders Successful Every Day

Social networks like Facebook, MySpace, and Bebo continue to entice consumers — as a result marketers also join. Similarly, brands are creating their own communities, which can complete a need to let passionate customers connect with each other in a safe environment. Yet despite these needs, marketers must realize that 80% of success comes from strategy, planning, roles, and processes — only 20% is technology. To be successful, marketers must have a strategy based around the POST methodology and learn how to measure the ROI of their social media marketing campaigns.

In this Workshop, learn to:

• Understand when to build an online community or join a social network.
• Build frameworks and scorecards to create a strategy around social networks.
• Develop a strong understanding around online community best practices.
• Select the right vendor for your company, if appropriate for your needs.

Who Should Attend?

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

• Marketing VPs who are establishing their company's overall marketing strategy and want to better understand how to leverage social technologies as a part of an integrated marketing social media marketing program.
• Company strategists who want to incorporate social technologies into an overall customer strategy.

Why Attend?

• The number of people using social media like blogs and social networking continues to grow, and these users represent a highly loyal — and influential — target group that companies should pay attention to.
• Companies should, at a minimum, understand how social media can affect their brands — and take appropriate steps to monitor it and react appropriately.
• Poor implementation of social technologies efforts can tarnish brands and destroy valuable customer relationships.