http://www.snc2011.com
This special session (by Registration Only) is provided by Christopher S. Rollyson (Managing Director of CSRA) s designed as an intensive onramp to planning, launching and managing effective social networking initiatives for commercial and government enterprises. We will cover social networking initiatives that involve any combination of internal (private, white label) and external (Facebook, Twitter, LinkedIn, YouTube...) platforms. A detailed agenda:
SESSION 1
We'll begin by setting the context for enterprise social networking: applying disruptive technology and behavior in government and commercial organizations. The Strategy session has three parts: Key Concepts, Case Studies and Strategic Framework.
A) Key Concepts: The Web 2.0 Ecosystem and Some of its Moving Parts
# Disruption themes and how government, corporations and small business are affected
# Leveraging Twitter to drive intimacy
# Using Facebook to build community
# Using LinkedIn for B2B business development
# Mobility: using the iPhone for one-click business
# Multimedia, gaming and virtual worlds
B) Business Cases: How Business & Government Use Social Networks to Produce Business Value
# Business and community initatives that drive the top line
# Business and community initatives that reduce costs
# Example1*: how a telecom company launched a social network platform to engage B2B customers
# Example2*: how social networks are revolutionizing financial services
# Example3*: how mainstream media companies are transforming themselves with social networking
# Example4*: social networking mobile apps that will blow your mind
C) Strategic Framework: How to Improve Success by Mitigating Risk during Execution
# Auditing your enterprise's Web 2.0 ecosystem of SNs
# Assessing your enterprise's readiness for enterprise SNs
# Planning, creating, launching and measuring SN initiatives
# How to select partners: the vendor selection matrix tool
Takeaways
# Executive's Guide to Twitter application templates
# Executive's Guide to Facebook application templates
# Executive's Guide to LinkedIn application templates
# Application templates for mobile applications
# Application templates for blogs and wikis
# Business case examples: using social networks to grow revenue
# Business case examples: using social networks to cut costs
# Emerging good practices and pitfalls
# Business models and monetization strategies
# The Social Network Roadmap Pilot Application Template
# Planning, strategy, program creation and launch
# Vendor Selection Matrix
# Measuring and managing programs with the Social Network Life Cycle Model and the Web 2.0 Adoption Curve
# Schedule one phone consultation within one month of the workshop to discuss specific application to your firm
SESSION 2: EXECUTION
Session 2, The Platform Marketing Boot Camp, has two parts: B2B campaigns with LinkedIn and B2C campaigns using Twitter and Facebook
D) B2B Initiatives with LinkedIn
We'll begin with key concepts and we'll show to how execute a B2B business development campaign with LinkedIn:
# The value vectors of social marketing: microtargeting and relevance and network effects
# Microtargeting: find people with highly specific interests; using advanced search and personas
# Relevance: approach them with an authentic value proposition focused on their niche interest
# Network effects: inspire people through repeated relevant interaction, creating network effects
# Driving brand in social networks: employee profiles
# Quick review of LinkedIn marketing tools: employee Profiles, Polls, Answers, Groups, Direct Ads
# What's unique about the LinkedIn platform
# Example: B2B marketing campaign to demonstrate the tools in action
# Hyper-targeting with LinkedIn's Advanced Search
E) B2C Campaigns with Twitter and Facebook
In this session, we'll power through how to execute B2C Marketing Campaigns with Blogs, Facebook and Twitter. We'll use examples of each platform:
# Quick review of blog marketing tools: blogrolls, comments, pingbacks, Twitter; how to create your hypertargeted blog network
# What's unique about the blogging platform
# Example: B2B marketing campaign via blog network to demonstrate the tools in action
# Quick review of Facebook marketing tools: Ads, Messages, and Fan Pages
# What's unique about the Facebook platform
# Example: B2C marketing campaign with Facebook Ads, Messages, and Fan Pages
# Quick review of Twitter marketing tools:
# What's unique about the Twitter platform
# Example: B2C marketing campaign on Twitter: Zoomdweebee's
Session 2 Best Practices / Takeaways
# Value Vectors application templates
# LinkedIn campaign and tool application templates
# Blog campaign and tool application templates
# Facebook campaign and tool application templates
# Twitter campaign and tool application templates
About the speaker: Christopher S. Rollyson
Christopher S. Rollyson has been a pioneer in innovation and enterprise transformation for over twenty years. As a management consultant and marketing executive, he has had a leading role in launching such game-changing offerings as: Java with Sun, e-business transformation with PwC Consulting, and SOA, Web services and architecture solutions with nVISIA and IBM. Managing Director of CSRA Inc. since 2006, he advises global firms and government agencies on strategy and programs for social networks and Web 2.0 using CSRA's methodology, the Social Network Roadmap. CSRA also offers the Executive's Guide to Web 2.0, which applies Twitter, Facebook, LinkedIn, blogging and others to enterprise processes. Previously at PricewaterhouseCoopers, he advised clients in many industries on transforming themselves with e-business during Web 1.0. Before that a marketing executive at KPMG, he transformed marketing for a twelve-state area with a digital knowledge strategy. Mr. Rollyson has done graduate work in strategy and economics at the University of Chicago. He has lived and worked in France, Italy, Germany, the Czech Republic, the U.K., Spain and the U.S.
