Creating Social Media Strategies Using Audience Research

Half-day Workshop

In this course students will be introduced into the world of online audience research through the use of various tools such as buzz monitoring tools, keyword analysis tools, trending and insight tools. Through the use of these online research tools the students will be introduced into understanding how to not just look at the quantity, but the quality of the data they are collecting and how that applies to efforts in social media marketing.

This course will cover different types of social media communities such as networking (Facebook, LinkedIn), microblogging (Twitter), social news (Digg, Reddit, Mixx) & bookmarking (Delicious), geo-location services (Foursquare, Gowalla, Facebook Places) and even brush on how mobile marketing is also a factor of any social media strategy. By combining the research aspect with the knowledge of what audiences are doing in different social media and online marketing channels, students can create much more solid and successful social media strategies.

Agenda:

1. Introduction
2. Four Pillars of Social Media Marketing
3. Understanding the Types of Social Media Users & Social Communities
4. Research Tools
5. Bringing It All Together

» See full agenda

Instructor:
Liana Evans, Author and Co-Founder & CEO, LiBeck Integrated Marketing

Close page

Speaker Profile

Information Architecture

Half-day Workshop

Increase results in search engines and business goals.

SEO has become more than just a blunt force instrument. Previously used to force words into content in order to gain rankings, SEO now uses a much more elegant approach, integrating the development of the marketing strategy, the design of a website and the creation of the information architecture.

Where SEO gets people to the website, Information Architecture directs those visitors to do what you want them to do. By using feedback taken directly from your customers, Information Architecture guides the development of the creation, display, focus and purpose of your information.

• Designers can use Information Architecture techniques to create sites that not only provide a pleasing experience to visitors, but assist them in the primary business goals of the company.
• SEO can help build the Information Architecture by developing testing data. SEO data is implemented into primary words and navigation concepts, which assist visitors.
• Marketers can use Information Architecture techniques to better understand the paths taken through the site and how to better display the information for maximum effectiveness and response.

» See full agenda

Instructor:
Matthew Bailey, SES Advisory Board & President, Site Logic Marketing

Close page

Speaker Profile

Link Acquisition and Optimization

Half-day Workshop

This workshop is not a "get links quick" session but one that helps you put in a actionable plan to successfully identify, score and acquire quality, contextually relevant links to your site We will look at the misnomers of link building and focus on making link building a burden and impossible task to one that is integral to your marketing organization.

Key focus areas include:

• How to develop an audit to determine the quantity and quality of the links you currently have to your site and how to use them more effectively.
• How to identify underperforming links and develop an action plan to update and make them more effective.
• Review and recommendations of various link aggregation and management tool and how you can use them more effectively.
• How to leverage social media, blogs and Press Release distributions to acquire relevant links
• The steps and best practices for a highly effective link management and acquisition strategy that matches your organization without breaking the bank, ruining your reputation and leverages many assets you already have.
• Best practices and recommendations for finding and engaging link building vendors and how to monitor their success.

» See full agenda

Instructor:
Bill Hunt, SES Advisory Board & President, Back Azimuth Consulting

Close page

Speaker Profile

Google AdWords Tactics to Improve Your ROI

Half-day Workshop

Learn how to spice up your AdWords account by applying tactics learned in this session. You will first dive into the Psychology of Search that shows how consumers think and act throughout the search process. Next, you will learn how to choose the correct keywords to take control of when your ad is displayed. Then, you will study how effective ad copy can generate more clicks and increase your conversion rate. The landing page is fundamental to increasing conversions, and the session will cover usability and conversion optimization. Finally, you will learn everything you need to know about optimizing your account for Quality Score.

Agenda:

• Psychology of Search
• Choosing the best keywords
• Quick keyword research techniques
• Effective negative keywords
• How to write compelling Ad copy
• Landing pages that convert
• The secret sauce to Dynamic Keyword Insertion
• How to optimize for conversions
• Everything you need to know about Quality Score

» See full agenda

Instructor:
Brad Geddes, Founder, bgTheory.com

Close page

Speaker Profile