Social Media for B-to-B - Chicago

The University of Chicago Booth School of Business - Gleacher Center
450 North Cityfront Plaza Drive, Chicago, IL 60611-4316
12/5/2012 8:00 AM - 12/6/2012 5:00 PM
Register before 11/8/2012 12:00 AM for early registration fee

How to Drive Reach, Revenue and Results with Social Media

 
Listen to a sneak peek Social Media for B-to-B podcast by Instructor Dana VanDen Heuvel, Founder, The MarketingSavant Group

Download Social Media for B-to-B Brochure>>

Social media is no longer just the domain of the B-to-C marketer. It’s a necessary communication channel for much of the marketing community to build awareness and engagement, generate leads and create advocates. But social media strategies for B-to-B marketers differ from those on the consumer end.

Social Media for B-to-B will teach you B-to-B-specific tactics to drive leads, revenue and repeat business through social media by engaging advocates, influencers and purchasers who are not just engaging online, but energizing your bottom line. You’ll learn advanced strategies and tactics for reaching business buyers and building a long-lasting online community around your organization using the best practices in social media. You will also learn how to take social media beyond marketing and acquire the tools you need to deputize your sales team and front-line employees for enterprise-wide social media engagement.

Finally, through interactive exercises and workshops, you’ll build a personalized multichannel social media campaign and social media metrics dashboard, and engage in case-based problem solving, all tailored to your B-to-B marketing needs.

Social Media for B-to-B Learning Objectives: 

  • Determine how a social media strategy can work for your organization.
  • Learn how to pinpoint and overcome your organization’s social media barriers.
  • Discuss the importance of social content to B-to-B marketing effectiveness and determine what content can be repurposed to start the conversation.
  • Learn how to build a complete B-to-B multichannel, social-media- enabled marketing strategy and integrate social media into your customer life cycle.
  • Learn how to grow your base of followers, fans, readers and engaged participants across all of your organization’s social media channels.
  • Determine how to align social media with your industrial buying process.

Social Media for B-to-B Who Should Attend

This session offers practical advice and tactical ideas for any B-to-B marketer who’s looking either to launch or develop a social media program.

Social Media for B-to-B Cancellation Policy

Cancellations received 4 weeks prior to the event will receive a refund of fees minus $150 cancellation fee. Cancellations received within 4 weeks of the event will receive a refund of fees minus $300. There will be no cancellations on or after the start date of the training.

Social Media for B-to-B Instructor

Dana VanDen Heuvel

 

 

​Schedule

Day One

8:00 – 8:30 a.m. Registration and Continental breakfast

8:30 a.m.–5:00 p.m. Program (includes Lunch, Morning and Afternoon Break)

Morning:

1. Level setting and expectations – What is social media and why do I need it?

a. Why social media for B2B enterprises?

b. What’s working in B2B social media

c. EXERCISE What are your social media barriers and how can we work through them?

d. What’s the pain point that you’ve come here to resolve (determined through pre-event survey)

e. The impact of social media on B2B purchaser behavior

f. EXERCISE Checklist – Is your company ready for social media?

2. Fundamental concepts of social media

a. Social content and the content imperative in B2B social media

b. EXERCISE Social media asset discovery – what content do you have/can you create to start the conversation?

c. Social platforms and Internet community

d. Social status and the role of status updates in B2B

e. The ‘media’ of social media – video, documents, images

3. Behind the scenes of 5 large social media marketing success stories

a. 5 in-depth B2B social media marketing case studies and the tactics they used to be successful

4. Building the social media plan

a. Laying the foundation of objectives, audience, capacity, commitment, metrics and policy

b. EXERCISE Begin filling in the social media plan

c. Understanding your customers in social media

d. EXERCISE Devise a customer survey on social media habits

Afternoon:

1. Integrating social media into the customer life cycle

a. Mapping social media to the sales cycle

b. Mapping social media to the service cycle

c. Mapping social media to customer retention

d. EXERCISE Social media revenue cycle mapping and integration

2. Social media beyond marketing

a. Customer service in social media

b. Enterprise social media applications

c. Lead nurturing with social and digital media

3. Planning the social media enabled campaign

a. How to integrate social media into your existing online and offline campaigns

b. Behind the scenes: Examples of fully integrated – social media enabled campaigns

c. EXERCISE Build a full-on multi-channel social media enabled campaign for a fictitious company.

4. Response and engagement in social media

a. How to handle interaction

b. Working with positive and negative interaction


Day Two

8:00 – 8:30 a.m. Continental breakfast

8:30 a.m.–5:00 p.m. Program (includes Lunch, Morning and Afternoon Break)

Morning:

1. Enabling the social media sales force

a. High-impact social media activities for salespeople

b. Connecting your sales force, distributors, volunteers and other human assets to your social media mission

c. Social CRM

d. EXERCISE Devise a sales force survey on social media habits

2. Business development and social media

a. Social media and LinkedIn for competitive intelligence gathering

b. Sourcing candidates through social media

3. Advanced social media asset management – connecting all of the social media dots

a. How to leverage your social media assets for more comprehensive lead gen/awareness building/thought leadership

4. Enabling the social media organization

a. Social media policy and education for the enterprise

b. EXERCISE Checklist – What’s in your social media policy?

c. How to mobilize and deputize an entire company for social media success

d. Staffing up for social media

i. How do organizations both large and small manage their social media presence

1. Who do they hire? Why? What positions?

2. How much time do they devote?

Afternoon:

1. Social media metrics and analytics

a. Platform-specific metrics and what they mean

1. Facebook metrics

2. Twitter metrics (and the variety of tools to measure them)

3. Blog metrics

4. Video and photo metrics

5. How to tie social media metrics to your web analytics tools

b. EXERCISE Social media metrics for your enterprise

2. Social media ROI

a. Determining the value of social media interactions

b. How 5 leading organizations calculate the ROI of their social media engagement

c. Building a social media engagement dashboard

d. Using advanced social media monitoring tools to gather industry and market intelligence

1. Using things like Radian 6, Vocus and the like

e. EXERCISE Checklist – What’s included in your social media ROI calculation?

3. Advanced Tactics

a. Advanced blogging techniques for the established conversationalist

b. Advanced Facebook pages and group tactics that grow your fan base

c. Advanced Twitter tools and tactics

d. Advanced video and multimedia tools and tactics

4. Social media and trade shows

a. The social media enabled trade show – examples, tools and strategies

b. EXERCISE Build a mock social media enabled trade show plan

5. Staying out of trouble with social media

a. The FTC and you

b. The WOMMA disclosure guidelines

c. Navigating the recent social media and online marketing legislation

6. Taking it back to the job, wrap-up and review

 
 

 

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Conference Center Location
The University of Chicago Booth School of Business
Gleacher Center
450 North Cityfront Plaza Drive
Chicago, IL 60611-4316
Phone: 1 312.464.8787
Fax: 1 312.464.8683

The Gleacher Center is conveniently located in the heart of Chicago’s business community just blocks away from the Loop and steps away from Magnificent Mile shopping, restaurants and hotels.  It is easily accessible from public transportation and adjacent parking lots.

Hotels within One Mile of the Gleacher Center
*Courtyard by Marriott  312-660-2401  165 E. Ontario St.
**Embassy Suites Hotel  312-423-6312  511 N. Columbus Drive
*Fairmont Hotel   312-565-6674  200 N. Columbus Drive
Four Seasons    312-649-2314  120 E. Delaware Place
Hilton Garden Inn   312-527-2656  10 East Grand Avenue
Holiday Inn Chicago City Center 312-787-6100  300 E. Ohio
Hilton Suites Chicago/  312-664-1100  198 E. Delaware Place
 Magnificent Mile
*Homewood Suites by Hilton  312-644-2222  40 E. Grand Ave.
**Hotel Inter-Continental  312-944-4100  505 N. Michigan Ave.
*Hotel Monaco Chicago  312-960-8500  225 N. Wabash
*Hyatt Regency Chicago  312-616-6953  151 E. Wacker Drive
**Le Meridien Chicago  312-327-0644  520 N. Michigan Ave.
**Marriott Downtown Chicago 312-836-0100  540 N. Michigan Ave.
*Omni Chicago Hotel   312-944-6664  676 N. Michigan Ave.
The Peninsula Chicago  312-573-6604  108 East Superior Street
The Ritz Carlton Hotel  312-266-1000  160 E. Pearson
**Sheraton Chicago Hotel  312-464-1000  301 E. North Water St.
 & Towers
*Swissotel    312-565-0565  323 E. Wacker Drive
W  Hotel    312-943-9200  644 N. Lake Shore Drive
*Westin River North   312-744-1900  320 N. Dearborn Street
*Wyndham Chicago   312-274-4429  633 N. St. Clair Street

** walking distance to the Gleacher Center: 1-2 blocks
*  walking distance to the Gleacher Center: 2-5 blocks

Area Attractions and Events
Please visit the Chicago Convention & Tourism Bureau for additional city information.

Conference Attire 
Conference attire is business casual.  Meeting rooms tend to be cool so you may wish to bring a sweater/jacket.

ADA
The AMA is committed to providing equal access to our meetings for all attendees.  If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made.  If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation.  In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through Friday 8 a.m. – 6 p.m. CST or, you may contact them via email at association@towertravel.com.
 
Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.

Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. Reserve a car now or call Alamo Rent A Car at 1 800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
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Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental.  And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. Enroll now.
Reserve a car or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation.  Go National. Go Like a Pro.

Airports
O’Hare International Airport

Taxi:  Allow 1½ to 2 hours
Approximately $40-55

Airport Shuttle: GO Airport Express 
Approx. $30 one way (subject to change)

Subway:  $2.25 (subject to change)
Allow approximately 45 minutes to an hour
*Airport signs will direct you to “Trains to City”             
*Depart at Clark/Lake stop and either:
*Take cab to our address (approximately $7)
*Walk east to Michigan Avenue, turn left walking north, cross Chicago River (you can see our building on right along the river) and immediately after the bridge turn right to walk through plaza to our building entrance (approximately 7 long blocks)
*Take bus by walking 2 short blocks to Lake & State to catch one of the following buses: #10, #145, or #146 and depart at the first stop after you’ve crossed the river.  Then just walk through the plaza you’re in to our building entrance.

Midway Airport 
Taxi:  Allow 45 minutes to 1½ hours
Approximately $30-45

Airport Shuttle: GO Airport Express 
Approx. $25 one way (subject to change)

Subway:  $2.25 (subject to change)
Allow approximately 45 minutes to an hour
*Airport signs will direct you to “Trains to City”
*Depart at State and Lake stop and either:
*Take cab to our address (approximately $7)
*Walk east to Michigan Avenue, turn left walking north, cross Chicago River (you can see our building on right along the river) and immediately after the bridge turn right to walk through plaza to our building entrance (approximately 5 long blocks)
*Take bus from State & Lake to catch one of the following buses:  #10, #145, or #146 and depart at the first stop after you’ve crossed the river.  Then just walk through the plaza you’re in to our building entrance.

Public Transportation Directions
From El (subway): 
Red Line (Howard/Dan Ryan)
*Depart at Grand Avenue stop. 
*Walk east to Michigan Avenue (walk up stairs at the Nordstrom’s building to access main upper Michigan),
*Turn right to head southbound
*Cross to east side of Michigan
*Turn left to walk through plaza just after the Chicago Tribune Tower (we’re the only 6-story building in that plaza)

From Buses: Buses running along Michigan Avenue:
2, 3, 10, 145, 146, 147, 151 (from Union station), and 157 (from Ogilvie station)
*Depart on north side of Chicago River in front of either the Equitable Building and Chicago Tribune Tower or Wrigley Building (depending on which direction you’re traveling
*Gleacher Center is in the same plaza as the Equitable Building and Tribune Tower (it’s the only 6-story building in that plaza)

Commuter Trains: 
Union Station:  Take the 151 bus and follow directions above
Ogilvie Station:  Take 157 bus and follow directions above
LaSalle Station:  Walk to bus station on corner of Well and Congress to catch #147 bus and follow directions above
IC Randolph Station:  Walk west 1 block to Michigan Avenue, turn right and walk approximately 4 blocks. Once you’ve crossed the bridge, we’re directly on the right along the river just behind the Equitable Building in the same plaza as Tribune Tower.

Helpful Websites: 
Chicago Transit Authority
Metra Rail

Driving Directions
From Interstate 90/94
To entrance: Heading either north or south on I-90/94, exit at Ohio Street. Follow Ohio east to Michigan Avenue. Turn right. At the second light, turn left on Illinois Street. At stop sign, turn right. Gleacher Center is on the right.
To area parking: Heading either north or south on I-90/94, exit Ohio Street east. Follow Ohio Street east to St. Clair Street, which is one block beyond Michigan Avenue and turn right. Travel two blocks on St. Clair Street to lower Illinois Street and turn left. Travel one block on lower Illinois Street and parking is one block on the right. Standard parking rates apply.

From Lake Shore Drive
To entrance: Heading either north or south on Lake Shore Drive, exit at Grand Avenue. Follow Grand west to Columbus Drive/Fairbanks Court; turn left to East North Water Street and turn right. Gleacher Center is straight ahead.
To area parking: Heading either north or south on Lake Shore Drive, exit Grand Avenue. Follow Grand Avenue west to St. Clair Street, approximately four blocks, and turn left. Travel one block to lower Illinois Street and turn left. Parking is one block down on the right. Standard parking rates apply.

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