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Profiting from Effective Social Media Marketing

For the past several years the biggest trend in marketing has been shift to Internet based communications and the various social media applications that have developed as a result of increased bandwidth and improved technology.  It has totally changed the way marketing is done and altered everything from branding and advertising to customer service and employee selection and retention.  Furthermore, there does not seem to be an end in sight, as emerging technologies and hand held devices propel mobile commuting into the next big wave.  Allowing easy access to markets, improved branding, better targeting, analytics and location based services; few businesses will be able to ignore the need for effective social media strategies and implementation. This dynamic hands-on event takes you from the beginnings of Internet based communications, through social media and to the next step and provides you with the tools and best practices to enable you to do business more effectively.   You’ll learn how to improve your marketing programs including PR, advertising, market insights, direct marketing and sales.

Turning 'Theory' into 'Practice'?

Throughout the event you’ll be challenged to work on projects and exercises that help turn theories into practice, these include devising a social media strategy, creating a viral marketing campaign, planning a social networking program, creating social media guidelines and managing your brand online.

Who should attend?

Middle to Senior Sales, Marketing and Communications professionals across all sectors. Job title may include VPs, Heads of, Directors, Managers, Specialists in: • Marketing • Communications • Brand Management • Reputation Management • Public Relations • Sales

Key areas to be covered in the programme and documentation

The New Business Network and the Potential of Social Media

- Reviewing the history of Internet communications

- Exploring viral marketing

- Understanding what works, what doesn’t and why

- Perfecting social media planning


Reaching Out to Your Audience

- Shortening the sales cycle

- Understanding your online audience

- Identifying new platforms for your brand


Social Media Analytics

Analyzing your online Brand

Exploring available tools

Assessing competitors

Social Media Channels

Analyzing social media options and trends

Evaluating the pros and cons of different approaches

Maximizing the value of communities


Integrating Social Media in to Your Brand and Communications

Profiting from marketing strategies

Benefiting from new media PR tools

Perfecting your integrated message


Hands on Planning

Analyzing case studies of corporate social media best practices

Exploring planning strategies

Creating Facebook and LinkedIn corporate pages

Preparing a blueprint for your company


Where next – Mobile and Beyond

A conclusion to your course that explores the potential the future of Mobile Computing


Benefits to you

Learn how social media marketing developed and is changing communications

Improve brand perception and manage your online reputation

Understand how to better target your marketing efforts

Gain insights about your customers and competitors

Enhance your knowledge of Google analytics

Improve your search engine optimization

Leverage YouTube, Facebook, LinkedIn and other social network channels

Understand mobile applications and how they are changing the game

Control HR issues surrounding social networking




Andrea is an accomplished executive and thought leader, with a cross functional background and extensive consulting and research experience in Marketing, Communications and Human Resources. She is the founder of Digital Culture Consulting, a practice specializing in providing strategy consulting and insights on a wide range of areas, including the use of social media for branding, customer service, product development, market intelligences, employee engagement and selection.  Prior to forming her own firm, she was a Partner and Vice President of OrgVitality, a management consulting firm focused on improving organizational effectiveness, where she led their digital/social media practice


In her 25+ year career at IBM she led pioneering work in new and emerging markets, social networking, e-business and employee engagement.  As Vice President of Corporate Market Insights, she drove the cross functional team that rearticulated the company’s values and led research and strategy around emerging markets and “green” offerings. She published on future market trends and served as a trusted advisor to IBM’s senior executive team.  In prior positions, Andrea collaborated on the reinvention of the IBM brand, created global intelligence capability around a number of vertical industries and evaluated traditional and Internet based communications programs. Her innovative assessments of IBM’s advertising earned her the Grand Prize at the 2003 Advertising Research Foundation’s David Ogilvy Advertising Awards.


While in Human Resources, Andrea held a variety of positions in leadership training, EEO compliance, resource planning and employment and had a number of roles in employee research and organizational development, ultimately running the U.S. employee opinion survey program.  She also consulted with the U.S. Government and Metropolitan Life Insurance.


Andrea holds a Ph.D. and MA in Industrial/Organizational Psychology from New York University and a BA from Binghamton University.  She will be awarded certification in Digital Media Marketing from New York University in 2010.  She has served on the executive committee of the Conference Board Market Research Council, as a judge for the Advertising Research Foundation awards and as a Marketing Sciences Institute (MSI) Trustee.   She is currently on the Research Advisory Board of Saugatuck Technology, a boutique technology research and consulting firm and is a member of the American Psychological Association and the Society for Industrial/Organizational Psychology (SIOP).  She is a frequent speaker at conferences and professional association meetings and was the invited speaker on social media at the April 2010 annual SIOP conference.

Companies already benefiting include:

Duration of Course

2 Day Course

Course details

March 23-24, 2011 / Chicago

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Further information

UK Enquiries: +44 (0) 203 002 3057

Non-UK Enquiries: +420 (0)2 5570 7246

North American Enquiries: +1 312 540 3000 X6714 or

US Enquiries: +1 312 540 3000 EXT 6445
Tatawan Plengsirivat - Director Training Operations - Professional Training North America -


"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac