B2B Social Media Boot Camp: Des Moines

The Suites of 800 Locust Hotel & Spa 800 Locust Street
Des Moines, Iowa 50309
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

Marketers whose focus is business-to-business have always known that business is personal. The investment in creating strong relationships can result not only in loyal customers, but in shortened sales cycles built through trusted referrals.

B2B marketers are increasingly realizing that social media can help build interdependent customer/company communication strategies that lead to achieving business objectives. However, too many marketers are jumping into social media without a decisive plan or determining what constitutes success.

This in-depth entry-level Boot Camp will focus entirely on the unique opportunities and challenges that B2B marketers face integrating social media into their marketing strategies. In a real time social networking environment that incorporates case studies, examples and lessons learned, we will review social media tools/tactics and discuss their effectiveness.  In addition, the Boot Camp will tie the tools and tactics back to marketing objectives and performance metrics.

Day One kicks off with understanding how the culture of social media directly influences your corporate culture and identify common reasons for internal resistance and obstacles. At the end of Day Two, you’ll leave with a framework that will lend itself to developing an integrated social media marketing plan that supports your objectives and goals.

Learning Objectives
- Creating a framework for a social media strategy that supports
  business and marketing goals
- Determining how social media can be integrated into your current
  and future marketing, communication, and customer service
- Understanding how to build and use social capital to grow your
  customer base
- Developing a base of knowledge about the benefits and limitations
  of social media tools/tactics
- Determining your social media “home”
- Determining your brand’s content direction
- Determining metrics that support your goals
- Understanding how (the people of) your brand can authentically
  participate in and listen to the social conversations
- Understanding how to manage your digital reputation
- Understanding future trends in social media marketing and its
  impact on business moving forward

Who Should Attend
This Boot Camp is designed to meet the needs of people involved in business-to-business marketing. The curriculum was created for those who consider themselves to be at entry level stages of how to incorporate social media to support their business (marketing, customer service, communications and sales) objectives and goals.

Cancellation Policy
Cancellations received prior to 4 weeks before the event will receive a refund minus a $75 cancellation fee. Within 4 weeks of event refunds will be granted minus a $150 cancellation fee. There will be no refunds issued on or after the day of the event.

About the Instructor
Paul Chaney


Day 1
8:00 a.m. – 5:00 p.m.
Continental Breakfast, Lunch and Breaks Provided

I. What is the social web?

II. The unique social media culture
The enterprise challenges and culture
Aligning and the buy-in

III. Changes in customer’s perception of business communications
Fragmented messaging
Broken trust
New Sales Funnel – Forrester model

IV. New Way to Engage
Listening – Monitoring

IV. Strategy
A. Customers/Clients
Who are they?
Where do they participate in the social web?
What do they want from you?

B. Business/marketing objectives and goals
Aligning social media
What is success?
Traditional metrics – web based
–Social media specific metrics

IV Tools or Tactics
Examples, cases
Blogger Relations
Social Networks: LinkedIn, Facebook, Niche communities, Branded communities, MySpace, Second Life, etc.
Multi media: Videos, Podcasts, Photos
Social Bookmarking
Social Media News Release

Day 2
8:00 a.m. - Noon
Continental Breakfast and Break provided

V. Review of Day 1

VI. Transparency, Ethics

VII. Creating Internal & External Guidelines

VIII. Putting It Together: Social Media Engagement Plan

IX. Lessons Learned


Registration is not available at this time.

Boot Camp Hotel Information 
The Suites of 800 Locust Hotel & Spa
800 Locust Street
Des Moines, IA 50309
Phone: 1 515.288.5800
Fax: 1 515.244.1718
Website: http://www.800locust.com/

Since its grand opening in 2000, the Suites of 800 Locust offers its guests an ideal address for both business & pleasure.  With beautifully appointed, extraordinary guestrooms, suites & lobby, it is no wonder the luxury hotel is host to some of the city’s most extravagant social affairs, celebrated guests & distinguished dignitaries.
The Suites of 800 Locust is a landmark destination in downtown Des Moines, offering a European sense of grace & grandeur.  Meticulous attention to detail during extensive remodeling & restoration created a boutique hotel known for its superlative splendor.  In perfect harmony with old world charm are modern conveniences such as high-speed internet, a first class fitness center & spa & state-of-the art amenities.

Rates: $185.00 single/double (plus applicable state & local taxes, currently 12%, which are subject to change without prior notice)

Please call 1 515.288.5800 & reference the American Marketing Association to make reservations. Rates are based on availability.
The cut-off date for reservations is October 20, 2010. After October 20, 2010, reservations will be accepted based on availability and at the prevailing rate.  Reservations must be accompanied by a first night room deposit. The deposit is refundable if cancellation notice is received at least 48 prior to arrival.

Check in time is 3:00 p.m., and check out is at 11:00 a.m. Anyone arriving earlier than 3:00 p.m. will be checked in as soon as room(s) become 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. 

Area Attractions, Events and Tourism
Please visit http://www.seedesmoines.com/ 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.

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

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.

Directions & Transportation
From Des Moines Airport (DSM):
Turn LEFT onto FLEUR DR.  Take the LOCUST ST/ DOWNTOWN EXIT to the right.  Turn SLIGHT RIGHT onto LOCUST ST & continue to follow until you reach the Suites of 800 Locust.  The hotel is located between 9th Street & 8th Street, on the right side of the road.

Taxis are the recommended mode of transportation from the Des Moines Airport.  The fare is approx. $15.00-$20.00 one-way.  The trip takes about 10-15 minutes, depending on time of day & traffic.

Parking at the Hotel
Valet Parking is available at the hotel for $20.00 per day (includes in & out privileges).  Prices are subject to change without notice.

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