Advanced Social Media: Boston, MA

Sheraton Boston Hotel
39 Dalton Street, Boston, MA 02199
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee


Listen to a sneak peek Advanced Social Media Podcast by Instructor Dana VanDen Heuvel, Founder, The MarketingSavant Group

Download the Advanced Social Media Brochure >>

Developing a social media presence is an art form and once you’ve mastered that first step, few road maps exist for what comes next. You’ve built the pages, posted the content and attracted a following. Now what?

This session will help you turn your followers into fans, your fans into advocates, and your advocates into influencers and purchasers who are not just engaging online, but energizing your bottom line. You’ll learn advanced strategies and tactics for reaching influencers and building a long-lasting online community 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 employees for organization-wide social media engagement. Finally, you’ll build a multichannel social media campaign and social media metrics dashboard, and engage in case-based problem solving with a group of marketing peers who also are keen to take their social media programs to a new level.

Advanced Social Media - Learning Objectives

• Develop a social media benchmark for your organization: What’s working and why? Where are your pain points?

• Build a complete, multichannel, social-media-enabled marketing strategy, and integrate social and traditional channels to deliver a competitive advantage.

• Grow your base of followers, fans, readers and engaged participants across all of your organization’s social media channels.

• Map out your influencers: Who can help boost your brand online? Then determine how to tap into that powerful marketing engine.

• Learn how to calculate your social media ROI and build an engagement dashboard.

• Learn how to take your social media marketing to the next level, with advanced blogging and multimedia techniques, and tips and tricks to empower your human assets—sales reps, distributors, volunteers and customers—to help you achieve your social media mission.

• Develop a plan to respond to your burgeoning online fan base and engage customers and potential customers.

• Find out which FTC regulations might apply to you and how to abide by them.

Advanced Social Media – Cancellation Policy

All Training Intensive cancellations and requests for refunds must be submitted to the AMA via email at cchun@ama.org. Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee. 

Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to info@ama.org at least two weeks prior to the event start date. No refunds will be given after October 15, 2013. 

A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company.

Advanced Social Media - About the Speaker
Dana VanDen Heuvel


​​

​Advanced Social Media 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 breaks)

 

Morning:

1. Level setting and expectations

a. What’s working in social media for you

b. What’s the pain point that you’ve come here to resolve 

2. The state of social media in 2012/2013.  

a. The impact of Local, National and International social media growth

3. Social Media Platforms: The Big 6 and Beyond

a. The current state of Blogs, Facebook, Twitter, YouTube, LinkedIn and Pinterest

b. The impact of Google+ and why you should be onboard

c. Instagram and mobile tools impacting the social conversation

4. Building a community that lasts

a. Tapping into existing industry and marketplace communities

i. Where are your customers/constituents already organizing independently 

b. Tools and tactics that build lasting community and followers

i. Getting to 100,000 followers on Facebook

ii. Building a community of Twitter followers

iii. Growing the following of your social media presence

5. Consumer behavior change in social media

a. Consumer sentiment shifts as a result of social media engagement

b. Meeting and managing consumer expectations through social media

6. Social media beyond marketing 

a. Customer service in social media

b. Gathering donations, building a cause, etc.

Afternoon

1. 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

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

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

3. Response and engagement in social media

a. How to handle interaction

b. Working with positive and negative interaction

4. Staying out of trouble with social media

a. The FTC and you

b. Navigating the recent social media and online marketing legislation

____________________________________________________________________________

Day Two

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

8:30 a.m. – 5:00 p.m. Program (includes lunch, morning and afternoon breaks)

Morning

1. 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

2. Enabling the social media organization

a. Social media policy and education for the enterprise

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

c. 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?

3. Social media analytics

a. Platform-specific metrics and what they mean

i. Facebook metrics

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

iii. Blog metrics

iv. Video and photo metrics

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

4. 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

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

5. EXERCISE - DETERMINING THE MULTI-CHANNEL + SOCIAL MEDIA METRICS FOR YOUR ORGANIZTION

Afternoon

1. 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

2. Enabling the social media sales force

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

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


Registration is not available at this time.

Hotel Location
Sheraton Boston Hotel
39 Dalton Street
Boston, MA 02199
Phone: 1 617.236.2000
Fax: 1 617.236.1702

Sheraton Boston Hotel is located just four miles from Boston Logan International Airport. Enjoy indoor access to shopping and restaurants at The Shops at Prudential Center and Copley Place or one of our Boston Back Bay restaurants. Stroll just a few blocks to Copley Square, the Charles River or the Boston Common.

Room Rates:
$289.00 Single/Double occupancy per night

(plus applicable state & local taxes, currently 14.45%)
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.

Please call 1 888.627.7054 & reference AMA Advanced Social Media to make reservations. The reservation cut-off date is September 30, 2013. After September 30, 2013 reservations will be accepted based on availability and at the prevailing rate.

A deposit equal to (1) one night’s stay is required to hold your reservation. Deposits are refundable if cancellations are received at least 2 days prior to arrival and a cancellation number is obtained.

Check in time is 3:00 p.m., and check out is at 12:00 p.m. Anyone arriving earlier than 3:00 p.m. will be checked in as soon as a room(s) becomes available. Guests checking out early will be assessed an early departure fee of one night’s room & tax. Upon check in, guests will be asked to verify their departure date. At that time, scheduled departure dates may be altered. 

Area Attractions, Events and Tourism
Please visit Greater Boston Convention & Visitors Bureau for additional city information.

Conference Attire 
Conference attire is business casual.  Meeting rooms may 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
Great Cars. Low Rates. Free Pick-up.
When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve a car now.
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.
​Directions
From Logan Airport
Take the Sumner Tunnel to Storrow drive (Exit 26). Follow Storrow Drive for two miles and take the Fenway Exit (left exit). Bear left following Boylston Street inbound and make a right on Dalton Street at the fifth light.

From North
Take interstate 93 South to Storrow Drive (Exit 26). Follow Storrow Drive for two miles and take the Fenway Exit (left exit). Bear left following Boylston Street inbound and make a right on Dalton Street at the fifth light.

From West
Take Route 90 (Massachusetts Turnpike) to the Prudential Center underground exit (exit 22). At the fork in the tunnel, follow the Prudential Center sign. Once above ground, you will be on Huntington Avenue. Turn right at the traffic light on Belvidere Street. The hotel entrance is on the corner of Belvidere and Dalton Street.

From South
Take Interstate 93 North to Massachusetts Avenue (exit 18). Turn left on the Mass Ave Connector, then turn right on Massachusetts Avenue. Follow Massachusetts Avenue for 1 ¼ miles and turn right on Huntington Avenue. At the second light, turn left on Belvidere Street. The hotel entrance is on the corner of Belvidere and Dalton Street.

From Logan Airport to Sheraton Boston Hotel by Public Transportation
From airport terminal take a Massport shuttle bus to the Airport subway station. Take an inbound Blue Line train to Government Center. Change at Government Center for the Green Line. Take an "E-Heath Street" Green Line train to Prudential station. Exit Prudential station into Prudential Center Mall. At center court, make a left into the Prudential Arcade and the hotel will be just past Au Bon Pain. The fare is $2.
OR
From airport terminal take any Silver Line bus to South Station. Change at South Station for the Red Line. Take an Alewife bound Red line train to Park Street. Change at Park Street for the Green Line. Take an "E-Heath Street" Green Line train to Prudential Station. Exit Prudential Station into Prudential Center Mall. At center court, make a left into the Prudential Arcade and the hotel will be just past Au Bon Pain. The fare is $2.

From Boston Train Stations to Sheraton Boston Hotel by Public Transportation
Back Bay Station (guests arriving via Amtrak's Acela and Regional trains, MBTA Commuter Rail and Orange Line): Exit onto Dartmouth Street. Cross Dartmouth Street and enter the Copley Place Mall (to the left of Neiman Marcus). Go up escalator and walk through Copley Place Mall to the Marriott hotel. Cross the glass footbridge to the Prudential Center Mall and walk through to the center court. Go straight at center court taking the Prudential Arcade. The entrance to Sheraton Boston Hotel is just past Dunkin Donuts.

North Station (guests arriving via Amtrak's Downeaster trains, MBTA Commuter Rail and Orange and Green Line): Take a Green Line train heading towards "Heath Street" to the Prudential station. Exit the Prudential station into the Prudential Center Mall and proceed up escalator. At the top of the escalator turn left into the Belvedere Arcade. Follow this hallway to end and turn left when you see Dunkin Donuts to enter Sheraton Boston Hotel. The fare is $2.

South Station (guests arriving via Amtrak's Acela and Regional trains, MBTA Commuter Rail and Red Line and inter-city bus lines): From South Station bus terminal or train platform walk to the Red Line Subway entrance. Take an "Alewife" bound Red Line train to Park Street. At Park Street, change to a "Heath Street" train to the Prudential station. Exit the Prudential station into the Prudential Center Mall. Proceed up the escalator and at the top turn left into the Belvedere Arcade. Follow this hallway to end and turn left when you see Dunkin Donuts to enter Sheraton Boston Hotel. The fare is $2.

Transportation
Taxis are recommended for transportation to & from the airport.  Fares are approximately $35.00 one-way.

GO Boston Shuttle provides shared airport transportation.  For more information, please call 1 888.437.4379 or visit GO Boston Shuttle.

Parking
Valet Parking: $46.00 overnight (until 2 PM on day of check out, then hourly rates apply)
Includes in & out privileges

Visitors Valet Parking: 0 to1 hour - $16.00, 1 to 2 hours - $22.00, 2 to 4 hours - $28.00, 4 to 8 hours - $31.00, Overnight - $46.00. After 8 hours, the overnight rate applies.

Self-Parking (Prudential Center): $39.00 for 24 hours
Cannot be billed to your guest room & does not include in & out privileges.
 
Parking is based on availability.  Rates are subject to change without notice.
​There are no sponsorship opportunities for this event.
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