Essentials of Social Media Marketing - 2015 - Charlotte

Charlotte Marriott City Center
100 West Trade Street, Charlotte, NC 28202
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee
Essentials of Social Media Marketing - Charlotte, NC

Strategies and Tactics to Improve Your Performance

Listen to a sneak peek Essentials of Social Media Marketing Podcast by instructor Paul Chaney, Principal of Chaney Marketing Group

Essentials of Social Media Marketing Brochure >>

Business use of social media consists of more than a tweet or status update on the latest social network. Your management agrees that social media is not a fad but a thriving consumer-driven trend that will forever change the way your organization communicates with its customers and the public at large.

Even though social media is endemic in popular culture, some still question its value as a critical communications initiative that supports business outcomes and produces bottom-line results.

While you may know the basics of most of the popular tools - e.g. Facebook, Twitter, blogs, LinkedIn, video, podcasts, and even Pinterest and Google+ - you realize that there is more to social media than just creating buzz.

 AMA’s Essentials of Social Media Marketing provides marketers who have a basic knowledge of social media with strategies, tactics and tools that firmly support business goals. Through case studies of organizations that succeeded and those that have stumbled, discussions with your peers and interactive exercises, you will develop a framework that can take your strategy to the next level.

Essentials of Social Media Marketing – What You Will Learn

After attending the workshop, you will be able to:

  • Create an integrated social media strategy that takes into consideration multiple channels including both digital and traditional;
  • Develop a metrics and accountability plan that ties to business objectives;
  • Understand the expectations and wants of the new social customer;
  • Create and curate relevant content and manage a content library;
  • Avoid pitfalls and handle a social media “firestorm”;
  • Create social media guidelines and ensure ethics are in place;
  • Ensure that social media supports the brand’s promise;
  • Align your employees’ digital footprint with your organization’s values;
  • Use social media more effectively across your organization;
  • Craft a comprehensive social media engagement strategy that best fits your organization's goals and objectives.

 Essentials of Social Media Marketing - Who Should Attend

The workshop is designed for marketers and those responsible for the strategic development, execution and management of social media. The sessions are developed to engage participants in focused, interactive learning. Attendees should have a basic knowledge of the popular social media tools including blogs, Twitter, LinkedIn, Facebook.

Essentials of Social Media Marketing – Cancellation Policy

All Training Series 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 January 12, 2015.

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.

Registration for or participation in Essentials of Social Media Marketing constitutes an agreement by the registrant to permit the AMA to the use and distribution (now and in the future) of the registrant or attendee's image and/or voice in photographs, videos, electronic reproductions, and audiotapes of such events and activities. For questions or concerns, please call 800.262.1150 or email

Essentials of Social Media Marketing – About the Instructor
Paul Chaney

​Essentials of Social Media Marketing - Agenda

Day One

8:00–8:30AM - Registration and Continental Breakfast.

8:30AM - 5:00PM – Program (Includes lunch and morning/afternoon breaks)


Course Introduction + Overview + Goals

Opening Exercise: Taking Your Social Media Temperature

  • What social media marketing pain point did you come here to resolve?
  • What's working for you and what's not?
  • B2B or B2C: Is there a difference?

The Changing Social Media Landscape

  • Social media explained in one slide
  • A brief history of social media: 10 years strong and growing
  • Social media: Where we are today

The New Social Customer: Social Commerce and Social CRM

  • The funnel is dead: social media and the new customer lifecycle
  • ZMOT: Zero Moment of Truth

Social Media Strategy 101

  • 12-step social media strategic plan
  • Introduction to metrics and accountability
  • Social Media Success Stories: Maersk Line and ShipServ

Exercise #2: Developing your social media strategy statement



Social Media Strategy Continued…

Developing Buyer Profiles and Personas

  • If the funnel isn't dead, it's flipped; conversations start at the bottom.
  • Demographics, psychographics and (what the heck are) technographics
  • Social media success story: JetBlue

Content: Creation, Curation and Distribution

  • You're in the media business now, so think like a publisher
  • Social web content strategy
  • Examples of social content: Sunlife Financial, AMEX Open Forum, Clemson University and Old Spice
  • Channel Convergence and Integration: Social, SEO, Email and Mobile
  • Social media as a multiplier

Day 1 Wrap-up + Q&A

Day Two

8:00–8:30AM - Continental Breakfast
8:30AM - 4PM – Program  (Includes lunch and morning/afternoon breaks)


Review of Day 1

Social Media Strategy Continued…

Exercise #3: What are your social media gorillas?

Barriers to Social Media Adoption

  • Hold a PIECE summit
  • Social media adoption and change management

Social Media Governance, Ethics and Policy Development

  • Principles of a good social media policy
  • Transparency and disclosure
  • Social media policy example: Intel

Getting to the Good Stuff: Social Media Tools, Tips and Tactics

  • Facebook, Twitter, LinkedIn, Google+, Instagram, Pinterest and more
  • Social media marketing best practices
  • Examples from companies that got it right

Exercise #4: Choosing channels

Social Media Community Management

  • Social media customer service
  • Managing a social media crisis
  • Examples of social media management: the good, the bad and the ugly



Putting It All Together

Afternoon Exercise: Building Your Own Social Media Strategic Plan

  • 7-step strategy planning model
  • Define your goals and objectives
  • Develop buyer personas
  • Determine meaningful metrics
  • Choose channels and tactics
  • Put your plan in play

Wrap-up + Review + Final Q&A

Registration is not available at this time.

Training Series Location
Charlotte Marriott City Center
100 West Trade Street
Charlotte, NC 28202
Phone: 1 704.333.9000
Reservations: 1 800.228.9290

The Charlotte Marriott City Center is located in the business district near Charlotte/Douglas International Airport, Bank of America Stadium, The Time Warner Cable Arena, museums, and the area’s finest restaurants and bars. Situated in the heart of downtown, the Hotel features spacious guest rooms with 37-inch LCD TVs, upgraded bathrooms, signature furnishings, plush bedding, and completely overhauled wired and wireless internet connections. Enjoy fine dining at the hotel’s Savannah Red Restaurant and Wine Bar, relax at Cutter's Cigar Bar, or stop by Champions Sports Bar & Restaurant to catch a game. 

$189.00 Single/Double occupancy 
(plus applicable state and local taxes, currently 15.25%. Taxes and fees are subject to change without notice.) 
Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.

Reserve a Room Now​

Or call 1 800.359.3204 or 1 704.333.9000 and reference American Marketing Association Essentials of Social Media to make reservations. The cut-off date for reservations is Monday, January 5, 2015. After January 5, 2015, 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 deposit in the amount of (1) one night’s room & tax for each confirmed room. Cancellations made after 6:00 p.m. hotel time on the day of arrival & no-shows will forfeit the initial deposit. If you fail to arrive on your confirmed arrival date, your entire reservation will be cancelled and your credit card will be charged for one night’s room and tax.

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 may 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.

Hotel Features, Services & Accommodations
Please visit Charlotte Marriott City Center for a full list of services & features. 

Area Attractions & Events
Please visit Charlotte Regional Visitors Authority for area information.

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

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 am-6 pm 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 Charlotte Douglas International Airport - CLT (7.3 miles):
Take Billy Graham Parkway South to I-77. Follow I-77 North to exit 10 (Trade Street). At stop light turn right onto Trade Street. Go 1 mile and hotel is on the left. 

From I-85:
Take I-77 South to Exit 10B (Trade Street East). Follow Trade Street into city and hotel entrance is on the left.

Taxis are available at the Charlotte Douglas International Airport. The average fare from the airport to the hotel is $25.00 one-way, with tip subject to guests’ discretion.

Parking at the Hotel
Self-parking is available at the hotel for $18.00 per day. Valet parking is available for $24.00 per day. Rates are subject to change without notice.

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