Social Media Marketing: D.C.

1919 Connecticut Ave., NW
Washington, D.C. 20009
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 podcast by Instructor
Dave Evans, Author “Social Media Marketing: An Hour a Day”


                   Social Media Marketing Brochure

Do you know what’s being said about your products on the social web? If so, do you like it? Without the practical skills to confidently participate, positive conversations are floating past without being tapped while negative discussions are left unchecked. If you were asked “What are you doing to leverage, correct, or tap into these conversations” what would you say? Not being able to respond and capitalize on this important new medium translates directly into a competitive disadvantage. In these times, who can afford that?

Regardless of your current experience, we have the knowledge you need! In this innovative program you will build a real social media presence from the ground up. Learn how social media drives the purchase funnel. Gain knowledge of how customer stories make their way onto the social web and then come back through the purchase funnel. Learn about the flow of customer generated content through blog posts and videos as you learn how to create a solid social media based marketing program. Best of all, you’ll see how to avoid the pitfalls that exist in the new world of social media.

The American Marketing Association’s “Social Media Marketing” is a down-to-earth, real-world approach that will show you how to take advantage of the Social Web while avoiding the hazards. This workshop goes beyond marketing, too, as it will also show you how to tap the power of the collective within your organization and how to apply what you’ll learn in both Marketing--where you set your customer’s expectations--and Operations, where you deliver on them.

Importantly, you’ll learn how to build internal support for your planned use of social media. Starting out with a quick look at what makes the Social Web work, you’ll move on to what’s out there now and what’s coming next. Real cases will show you some of the best (and worst!) practices, identifying the key metrics and measurements as you go. Plus, you’ll be doing real work as you build a functioning social media program right in the classroom using the tools, tips and techniques that are featured throughout this workshop.

Arrive with questions. Leave with a working campaign under your belt along with the knowledge and skill to run your own social media program.

Who Should Attend?

Whether you are part of a nonprofit organization or for-profit business, whether Fortune 500 or sole proprietorship you are assured of picking up valuable experience and a functional knowledge of marketing on the Social Web that you can put to work now. This workshop is relevant to:

•           Marketing and Operations decision makers

•           Marketing directors overseeing integrated marketing
             programs

•           Small business owners

•           Nonprofit leadership

•           Entrepreneurs looking for the practical marketing skills

•           Anyone wanting to step up to the opportunity of
             marketing on the Social Web

Build a Social Marketing Program. Then Launch It.

This two-day session is not a theory class. You will be building an actual social media marketing program for a selected, real-life organization. By engaging in an actual project you’ll gain real experience as you build your confidence as a contemporary marketer and do some real good for others in your community.

What You Will Learn:

•           The basics of social media-based marketing;

•           Key terminology and concepts;

•           How social media marketing integrates with your current
             efforts;

•           How social media drives the purchase process;

•           How the flow of customer generated content through blog
             posts and videos of your product in your customer’s
             hands has become a powerful new force;

•           How customer’s stories make their way onto the Social
             Web, and how the Social Web sends them right back
             through your purchase funnel;

•           Why participation and transparency are essential;

•           Why influence is replacing control as the new mantra;

•           The key social media channels;

•           How to measure the impact of social media and tie it into
             your conversion process;

•           How to apply social media marketing and measurement
             techniques the right way;

•           How to keep your brand ahead of the competition, and
             out of trouble.

What You Will Leave With:

You’ll leave this workshop with a solid understanding of social media based marketing, including:

•           How to assess your audience and choose the most
             effective social channels

•           How to monitor and track customer sentiment, and how
             to use this to guide product development and launch
             campaigns;

•           How ratings and reviews can drive your social media
             program;

•           How to spot the traps and avoid the pitfalls that exist on
             the Social Web.

In summary, after two full days you’ll possess the skills and tools you need to present a social media based marketing program to your colleagues, win internal support for it, and successfully implement it.

Prior Knowledge Required/ What to Bring

This session will assume that you have a working knowledge of marketing concepts, however, will not assume any prior knowledge of social media beyond a passing familiarity. You should bring your Wi-Fi enabled laptop computer and a summary of your business objectives that you can share (no confidential data, please.) This session is designed for people with an interest in applying social media to their real-world marketing program and is applicable to a wide range of skill levels and business challenges.

 


 

 Day 1: The Social Web and Social Media-based Marketing

 8:00 – 8:30             Registration and Continental Breakfast

8:30 - 10:00            Program Introduction: Understanding Social Media

10:00 - 10:15          Break

10:15 - 11:45           Social Media Metrics

11:45 - 12:45          Working Lunch: Meet Your Selected
                                  Organization

12:45 - 2:15            The Social Media Channels

2:15 - 2:30              Break

2:30 - 4:30              Creating Your Framework

4:30 - 5:00              Strategy and Implementation Case Studies

Day 2: Building and Presenting Your Social Media Plan

8:00 – 8:30             Continental Breakfast

8:30 - 9:30              Define Your Social Media Approach

9:30 - 11:45            Create Your Working Social Media Marketing Plan

11:45 - 12:30          Lunch

12:30 - 1:45            Present Your Plan

1:45 - 2:00              Break

2:00 - 5:00              Build and Launch Your Social Media Program

Registration is not available at this time.

Training Series Hotel Location
Hilton Washington
1919 Connecticut Avenue, NW
Washington, DC 20009
Phone: 1 202.483.3000
Fax: 1 202.232.0438
Reservations: 1 888.DC.HILTON OR 1 202.797.5820
Hotel Website: http://www.hilton.com

Set on seven park-like acres in one of Washington, D.C.'s most prestigious neighborhoods, the Hilton Washington boasts fashionable Connecticut Avenue as its address. Its neighbors include embassies, art galleries, fine restaurants and the landmark residences of Dupont Circle. Walking distance from the National Zoo, Embassy Row, and Georgetown, the Hilton Washington is so convenient to the Metro that many other sights, museums and historic landmarks are just minutes away.

Rates: $262.00 Single/Double occupancy (plus applicable tax, currently 14.5%)
Rates are based on availability.

Please call 1 888.DC.HILTON or 1 202.797.5820 & mention the American Marketing Association Training Series “Social Media”. You must make your hotel reservations by September 13, 2010 and properly identify yourself to qualify for the special group rate.   
• In order to confirm a room assignment, you will be required to provide a first night’s deposit (refundable up to 72 hours in advance of conference date). Checks and major credit cards are acceptable to establish prepayment.  All credit cards used to prepay will be charged immediately. 
• All departures prior to date agreed at time of check-in will be subject to (1) night’s room and tax early departure charge.
• Cancellations must be made by 4pm local time 72 hours prior to the date of arrival to avoid one night room and tax charges.
• 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.
• In the event that a guest fails to check-in for a guaranteed reservation, a non-refundable charge of one night room and tax will be charged to the credit card on file and the balance of the reservation will be cancelled.

Area Attractions, Events and Tourism
Please visit the Washington, DC Convention & Tourism Corporation at www.washington.org.

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.

Travel
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.

Rental Car
For your convenience, the American Marketing Association has made arrangements with Avis for your car rental needs. Special rates have been negotiated for you.  Please contact 1 800-331-1600 to reserve a car. In addition, please be sure to use the AVIS Worldwide Discount Number:  D098599.

Directions to Hotel
FROM NEAREST METRO STATION (Dupont Circle):
The Dupont Circle Metro Station on the Red Line is closest Metro Station to the hotel. Exit at the north end of the Station to Q Street and walk four blocks north on Connecticut Avenue to Hilton Washington, located at 1919 Connecticut Avenue.

FROM NATIONAL AIRPORT (DCA):
Follow signs to I-395 and 14th St. Bridge. While on 395 North move to the left lane when you will see the sign for Route One. This will take you to the 14th Street exit. Take 395 North over the 14th St. Bridge. Stay in the left-hand lane take 14th St. to R St. NW. You will notice the streets run alphabetically. Make a left on R St. Follow R St. for six blocks to Connecticut Avenue NW. Make a right on Connecticut Ave. Hilton Washington will be four blocks up on right.

PARKING: From Connecticut Avenue, take a right on T Street and drive alongside the perimeter of the hotel. Drive past the T Street Ballroom entrance, and at the first intersection, take a hard left onto Florida Avenue, and then another left onto 19th Street. The parking facility entrance is located on the left, on 19th Street.

FROM DULLES AIRPORT (IAD):
Take Dulles toll road to Rt. 66 East. Take Rt. 66 to Constitution Avenue. Constitution Avenue to 18th St. Left on 18th St. 18th St. to Connecticut Ave. Left on Connecticut Ave. Stay in left-hand lane and take the Dupont Circle underpass. Hilton Washington will be three blocks up on right corner Connecticut Ave and T St.

FROM BALTIMORE-WASHINGTON INTERNATIONAL AIRPORT (BWI):
Leave terminal and follow signs to I-95 South. Take I-95 South to 495 West. 495 West to exit 33, the sign will say Chevy Chase/Connecticut Ave. Take Connecticut Avenue south. After approximately five miles on Connecticut Ave. South you will see the National Zoo on your left. Five blocks after zoo you will come to the William Taft Bridge. Cross bridge and get into left lane. At third traffic light, make a left, hotel will be on left.

FROM BALTIMORE / EASTERN PENNSYLVANIA / NEW YORK - NORTH:
Take Rt. I 95 south to 495 West. Take 495 West to exit 33, the sign will say Chevy Chase/Connecticut Ave. Take Connecticut Avenue South. After approximately five miles on Connecticut Ave. South you will see the National Zoo on your left. Five blocks after zoo you will come to the William Taft Bridge. Cross bridge and get into left lane. At third traffic light, make a left, hotel will be on left.

FROM BALTIMORE WASHINGTON PARKWAY:
Take Baltimore Washington Parkway to New York Ave.
Stay on New York Ave. for approximately six miles then veer right on to Massachusetts Ave. Take Massachusetts Ave. to Dupont Circle stay in the outer right-hand lane. Go a third of the way around the circle and make a right on to Connecticut Ave.
Hilton Washington will be four blocks up on right.

FROM RICHMOND / WILLIAMSBURG - SOUTH:
Take I 95 North to 395 North. Stay on 395 North and when you see the sign for Route One move to the left lane. This will take you to the 14th Street exit. Follow 395 North over the 14th St. Bridge. Stay in the left-hand lane. Take 14th St. to R St NW. You will notice the streets run alphabetically. Make a left on R St. Follow R St. for six blocks to Connecticut Ave. NW. Make a right on Connecticut Ave. Hilton Washington will be three blocks up on right.

FROM RT. 66 / MCLEAN / CHARLOTTESVILLE - WEST:
Take Rt. 66 to Constitution Ave. Constitution Ave. to 18th St. Left on 18th St. 18th St. to Connecticut Ave. Left on Connecticut Ave. Stay in left-hand lane and take the Dupont Circle underpass. Hilton Washington will be on the right.

Local Airports
Washington National Airport
Distance from hotel: 6 mi. Drive time: 20 min.
Directions: Follow signs to Washington/14th Street Bridge. Go across bridge into Washington, D.C. Take 14th Street to K Street N.W. Turn left on K Street, then right on Connecticut Avenue. Address is 1919 Connecticut Avenue N.W.
Transportation to and from the Airport:
Subway/Rail - $4.00 
Taxi - $19.00 

Washington Dulles International Airport
Distance from hotel: 27 mi. Drive time: 40 min.
Directions: Take Dulles Access Road to Rt 66, East to Constitution Ave, turn left from Constitution Ave on 17th St NW and follow as it changes to Connecticut Ave North.
Transportation to and from the Airport:
Shuttle Service - Airport Express
Taxi - $55.00

Baltimore/Washington International
Distance from hotel: 33 mi. Drive time: 1 hr.
Directions: Follow signs to I-95 S. Follow Parkway to Washington Beltway. Turn right onto Beltway and follow to Conn. Ave turnoff. Follow Connecticut Ave to T Street.
Transportation to and from the Airport:
Rental Car - Call hotel for information
Subway/Rail - $6.50
Taxi - $65.00

Shuttle Service
Super Shuttle provides transportation to & from the DC area airports.  Please call Super Shuttle at
1 800.BLUE VAN (258.3826) or 1 202.296.6662 to make reservations.  You can also visit the website for more information or to make reservations http://www.supershuttle.com.

Metro
The Hilton hotel is located near the Dupont Circle Red Line.  Please visit the MetroRail website for more information http://www.wmata.com.

Parking at the Hotel
Valet parking is available at the Hotel for overnight guests.  Rates are $35.00 per 24 hours (includes in & out privileges) & are subject to change without notice.  Self Parking is $28.00 per day.

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