American Management Association Seminars

Leveraging Web 2.0 to Engage Customers and Build Your Brand
Seminar No: 05521-XNBB
CEU Credits: 1.2
Length: 2 days

Today’s Web is a more powerful marketing tool than ever. Are you tapping into its amazing potential to turn users into customers?

It’s no secret that the Internet has drastically changed the dynamics of the merchant/customer relationship. Now when it’s time to make a buying decision, customers increasingly turn to the Web for product and company information. They expect companies to be transparent, open and honest—and when given a choice spend their dollars with those that are. This seminar provides marketing professionals with concrete techniques for applying Web 2.0 strategies and tools to their overall marketing portfolio. Research consumers’ online habits and mine the data to engage them with blogs, social networks, podcasts and video. You’ll return to work with ready-to-use job aids and templates, including media strategy checklists, reporting forms and more.

How You Will Benefit

  • Migrate traditional marketing activities to your online marketing
  • Become familiar with the components of online communications programs
  • Monitor the Web for “buzz” about your brand
  • Implement and measure search engine optimization and paid search techniques
  • Initiate a measurement and metrics regime to demonstrate the ROI of your e-marketing efforts
  • Generate interest and buy-in from senior executives and other organizational stakeholders
What You Will Cover

Integrating Online Marketing into the Overall Marketing Mix

  • Brand building and awareness over the Web
  • Online market research: what works, what doesn’t and how to adjust quickly
  • Identifying online communities where your customers congregate
  • Discovering likes and dislikes of your customers to refine your product offerings
  • Using word of mouth, word of Web and buzz marketing
  • Lead generation/affiliate marketing—the automated referral network Best practice spotlight: McDonald’s: How McDonald’s integrated an existing offline campaign into an online campaign
Social Networks and Successful Online Community Programs
  • Creating a Web friendly, open and transparent company
  • “Tell me don’t sell me,” the informational vs. promotional rules of the road
  • Using targeted marketing within social networks
  • Defending and assuring accurate representation of your product online
    Best practice spotlight: Toyota Motors—Setting up a social network and online community program
Effective Online Marketing Communications Programs
  • Working with and leveraging bloggers
  • Setting up your corporate marketing blog and getting it noticed
  • Using RSS feeds to generate traffic
  • Disseminating online marketing intelligence throughout your organization
  • Elements of a successful podcasting strategy
  • Publicizing videos and getting them to “go viral”
    Best practice spotlight: National Geographic Channel—Using multiple online marketing communications vehicles
Search Engine Marketing—Optimize and Advertise
  • Key factors of search
  • The leaders in paid search
  • Tools and key players for SEO and SEM automation
    Best practice spotlight: Replacements Limited—Using search to drive a successful marketing strategy and build a business
Online Marketing Measurement and Metrics
  • Measuring what matters: online sales, Web visitation, time on site, lead capture, participation and interactivity
  • Leveraging online ratings networks
  • List of online marketing analytics software providers
  • The engagement scorecard: How well are you engaging your customer, building the brand and increasing sales?
    Best practice spotlight: Tommy Hilfiger—How Web analytics drove an online merchandizing strategy
Who Should Attend

This seminar is designed for marketing professionals at every level who are involved in interactive marketing strategies and would like to gain a practical understanding of the latest techniques and tools available.

Extras from AMA

All attendees receive a FREE copy of Digital Engagement: Internet Marketing That Captures Customers and Builds Intense Brand Loyalty, by Leland Harden and Bob Heyman.

This seminar features Web 2.0 technologies.
AMA's "Web 2.0 for Business" programs explore the latest technologies driving the interconnectivity and interactivity of Web-delivered content. By enhancing creativity, information sharing, and collaboration, Web 2.0 innovations such as social-networking sites, wikis, and blogs are changing the face of business today. AMA's "Web 2.0 for Business" programs help businesses and individuals evolve and thrive by leveraging the latest Web 2.0 technologies.

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If you cannot attend a seminar you can contact AMA in advance to transfer to a future session, or you can send someone to take your place. If you need to cancel your attendance, AMA will give you a complete refund if you cancel more than three weeks before your seminar begins. To cancel, simply email us at . If you cancel with less than three weeks’ advance notice, you will be liable for the entire seminar fee. Once your payment has been received, you may request a courtesy transfer to use at any future AMA seminar of equal or lesser length. The courtesy transfer must be used within one year of the date of your originally scheduled seminar. In fairness to all attendees, if you do not attend a seminar session for which you are confirmed and do not contact AMA to cancel in advance, you will be charged the entire seminar fee.

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