Social Media for B-to-B - New York

The Desmond Tutu Center
180 10th Avenue (between 20-21st Streets), New York, NY 10011
3/6/2013 8:00 AM - 3/7/2013 5:00 PM
Register before 2/6/2013 12:00 AM for early registration fee
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 B2B 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.

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  • Learn how to pinpoint and overcome your organization’s social media barriers.

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  • Discuss the importance of social content to B-to-B marketing effectiveness and determine what content can be repurposed to start the conversation.

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  • Learn how to build a complete B-to-B multichannel, social-media-enabled marketing strategy and integrate social media into yourcustomer life cycle.

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  • Learn how to grow your base of followers, fans, readers and channels

  • Determine how to align social media with your industrial buying process

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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.
 
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.
 
About the 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 Desmond Tutu Center
180 10th Avenue (between 20-21st Streets)
New York, NY 10011
Phone: 1 212.929.3888
Fax: 1 212.991.5970
 
The Desmond Tutu Center is a unique new address for business in New York City, ideally located in Manhattan. This innovative Center combines charming 19th-century Gothic architecture with sophisticated 21st-century comforts.
The Center is named in honor of Archbishop Desmond Tutu, a tireless activist for peace and social justice, who has been awarded the Nobel Peace Prize, the Albert Schweitzer Prize for Humanitarianism, the Magubela Prize for Liberty and the Gandhi Peace Prize.
Surrounded by a park-like setting, the Center is convenient to the city’s business centers and attractions, including the Empire State Building, Madison Square Garden, Chelsea Piers, Herald Square and the Theatre District. Numerous restaurants, galleries and shops are within walking distance.

Recommended Hotels
GEM Hotel - Chelsea, an Ascend Collection Hotel
300 West 22nd Street
New York, NY, 10011
1 212.675.1911
 
The Standard Hotel
848 Washington Street
New York, NY 10014 US
1 212.645.4646

Hotel Indigo New York City - Chelsea
127 West 28th Street
New York, NY 10001
1 212.973.9000

Wyndham Garden Hotel - Manhattan Chelsea West
37 West 24th Street
New York, NY 10010
1 212.243.0800

Doubletree Hotel New York City - Chelsea
128 West 29th Street
New York, NY 10001
1 212.564.0994
 
Area Attractions & Events
Please visit NYC & Company 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.

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
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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.
​Directions
From JFK Airport:
Follow the signs to the Van Wyck Expressway (687 North) and take it to the Grand Central Parkway West. Take the Grand Central Parkway West and exit at Long Island Expressway (LIE) (495 West, Midtown Tunnel). Merge onto I-495 West exit 10w on the left. Keep left at the fork in the ramp. Stay straight to go onto the Queens Midtown Tunnel Exit. Turn right onto E 34th Street. Turn left onto 9th Avenue. Turn right onto W19th Street. Turn Right onto 10th Avenue. END: 180 10th Avenue.

From La Guardia Airport:
Follow the signs to Grand Central Parkway West towards Parkway West/Manhattan. Take the Brooklyn-Queens Expressway (I-278 W) towards Verrazano Narrows Br., exit 4. Continue on the Brooklyn Queens Expy East ramp. Then take the I-278 West exit. Proceed and exit at the Long Island Expressway (I-495) exit 35 toward Midtown Tunnel. Merge onto the L.I. Expressway/I-495 exit toward Midtown Tunnel. Take the Tunnel Exit Street towards Downtown. Ramp then becomes Tunnel Exit Street. Continue on Queens Midtown Tunnel Exit/ Tunnel exit Street. Turn right onto E 34th Street. Turn left onto 9th Avenue. Turn right onto W19th Street. Turn Right onto 10th Avenue. END: 180 10th Avenue.

From Newark International Airport:
Start at Newark Airport, Newark on Conrad Road. Turn right onto US-1 North/ US-9 North. Continue on US-1 North/ US-9 North. US-1 North/ US-9 North becomes 12th Street. Continue, 12th Street becomes Boyle Plz (portions toll). Continue Boyle Plz becomes the Holland Tunnel (crossing into New York). Take Exit 1 toward RT-9A/ West Street. Turn Slight left onto Laight Street. Turn Right onto West Street/NY-9A N/West Side Highway. Continue to follow NY-9A N/ West Side Highway. Take the 10th Avenue ramp. Turn slight left onto 10th Avenue. END: 180 10th Avenue.

From Philadelphia, Pennsylvania:
Begin on I-95 N/ New Jersey Turnpike N towards Cars/Trucks-buses (portions toll). Merge onto I-78 E/ New Jersey Turnpike Exit E via Exit 14 toward 14A-14B-14C/ Bayonne/ Jersey City/ Holland Tunnel (portions toll). Turn slight right onto 12th Street. 12th Street becomes Boyle Plz (portions toll). Boyle Plz becomes Holland Tunnel (crossing into New York). Take Exit 1 toward RT-9A/ West Street. Turn slight left onto Laight Street. Turn Right onto West Street/NY-9A N/West Side Highway. Continue to follow NY-9A N/ West Side Highway. Take the 10th Avenue ramp. Turn slight left onto 10th Avenue. END: 180 10th Avenue.

From Connecticut:
Begin on I-84 W. Then merge onto I-684 S via exit 20 towards White Plains/ New York City (passing through Connecticut – then crossing into New York). Keep Left to take I-684 S via Exit 1 toward Whitestone BR. I-684 S becomes Hutchinson River Parkway South. Keep left to take Cross Country Parkway W via Exit 15 toward the George Washington Bridge. Take the Saw Mill Parkway S/ Saw Mill River Parkway South via the exit on the left. Saw Mill Parkway/ Saw Mill River Parkway S becomes Henry Hudson Parkway (portions toll). Henry Hudson Parkway becomes NY-9A S/ West Side Highway. Turn left onto W 18th Street. Turn left onto 10th Avenue. END: 180 10th Avenue.

Transportation
Taxis
Taxicabs are readily available at all of the area airports.
Approximate fares (subject to change without notice):
La Guardia Airport – $30.00 one-way
JFK Airport - $45.00 one-way
Newark International Airport - $50.00-$75.00 one-way

Airport Shuttle Service
For information on Super Shuttle airport transportation in the New York City area and fares, please contact 1 212 BLUE-VAN (1 212.258.3826).  Twenty-four hour advance notice is appreciated for reservations.

Parking
There are two pay parking garages within walking distance of The Desmond Tutu Center:
GMCC Garage
- Located directly across the street from The Desmond Tutu Center on Tenth Avenue.
- Cost $24.00 plus tax for 24 hours
- No reentry privileges

MTP Chelsea Garage
- Located on 18th Street between 10th and 11th Avenue.
- Cost $20.00 plus tax for 24 hours
- No reentry privileges

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