Advanced Social Media

Le Méridien Philadelphia
1421 Arch Street, Philadelphia, PA 19102
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 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 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 at least two weeks prior to the event start date. No refunds will be given after May 21, 2014. 

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)


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 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.


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)


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 



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.

Training Series Location
Le Méridien Philadelphia
1421 Arch Street
Philadelphia, PA 19102
Phone: 1 215.422.8200

Originally a YMCA, the hotel is housed in a 10-story Georgian revival-style structure with intriguing historical flair, located in the heart of the city's business district and less than one block from the Pennsylvania Convention Center.  Striking features and architectural detail awaken the eye: a skylight allows for the play of natural light to the 75-foot central atrium courtyard, while an airy restaurant/bar with graceful archways and classic woodwork brings endless possibility.

Rates: $229.00 Single/Double occupancy (plus applicable state & local taxes, currently 15.5%)
Rates are based on availability. 
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.  

Please call 1 888.627.7031 & reference AMA Advanced Social Media to make your reservations.  The cut-off date for reservations is May 5, 2014.  After May 5, 2014, reservations will be accepted based on availability and at the prevailing rate. 

In order to confirm a reservation, the hotel will require a credit card or first night’s room & tax deposit, refundable up to 6:00 p.m. hotel time on the day prior to arrival.  Cancellations made after 6:00 p.m. hotel time on the day prior to arrival & no-shows will forfeit the initial deposit.

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.  Upon check in, guests will be asked to verify their departure date.  At that time, scheduled departure dates may be altered.

Area Attractions & Events
Please visit the Philadelphia Convention & Visitors Bureau for additional city information.

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

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.

From the Pennsylvania Turnpike (West)
Take Exit 24 (Valley Forge and Central Philadelphia).
Follow Interstate 76 East to Exit 38 for Interstate 676.
Take the Broad Street Exit and stay to the right on 15th.
Turn right onto Arch Street.

From Philadelphia International Airport (South) Approx. 13 miles
Take Interstate 95 North to Interstate 76 West.
Take Exit 39 (30th Street Station).
Continue 2 blocks.
Turn right onto Market.
Turn left onto 16th.
Turn right onto Race.
Turn right onto 15th.
Turn right onto Arch.

From New Jersey Turnpike (East)
Follow turnpike to Exit 4.
Follow Route 73 North.
Continue on Route 38 West to Route 30 West.
Follow signs to the Ben Franklin Bridge.
After the bridge, continue right to 6th and turn right onto Arch.

From North
Take Interstate 95 South to Interstate 676 West.
Exit PA 611/Broad Street/Central.
Turn slight right onto North 15th Street.
Turn left onto Vie Street.
Turn right onto North Broad Street.
Turn right onto Arch Street.

Taxicabs are readily available at the Philadelphia International Airport (PHL).  The estimated taxi fare is approx. $35.00 one-way.

Public Transportation
Train service from the airport is available on SEPTA (Southeastern Pennsylvania Transportation Authority).

Shuttle Service
Lady Liberty Transportation provides airport shuttle service to & from the Philadelphia International Airport.  Fares are $10.00 one-way (subject to change without notice).

Travel from the Philadelphia International Airport:
Reservations are not required for airport arrivals.  Service is available from 5:30am until 12:00 midnight.  Proceed to the ground transportation counter upon arrival (located near Baggage Claim) and register with the counter attendant (ticket number will be called when van arrives).  Dial 27 from the ground transportation counter phones (in Baggage Claim) and inform dispatcher of destination and number in party (please call after luggage is claimed).  The ground transportation counter employees will then coordinate you outside to your Lady Liberty Shuttle van.  Lady Liberty Shuttles pick up outside baggage claim at ZONE 7.

Travel to the Philadelphia International Airport:
Call 1 215.724.8888 to make a reservation in advance.  Recommended pick-up time is at least 2 to 2.5 hours before departure time for domestic flights.  Recommended pick-up time is at least 3 to 3.5 hours before departure time for international flights.

Parking at the Hotel
Valet parking is available at a rate of $40.00 per day (subject to change without notice).

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