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Advanced Social Media Masterclass in Dubai
1. Advanced
Social Media Marketing
Masterclass
15 – 18 May 2011
A deep-dive session showing you how to
Kempinski Hotel,
leverage social online platforms and tools
Mall of the Emirates,
to boost your bottom line, create
Dubai, UAE
awareness and engage a community
around your brand to drive marketing Bonus!
innovation You will receive exclusive access to
three special reports:
• January 2011: A full compilation
of MENA internet and mobile
Top 3 Business Benefits statistics
• Global state of the blogosphere
1. Discover the latest regional and international social media 2010
marketing trends and explore processes which will help you use • Real time marketing for business
growth, by Financial Times
online platforms to successfully build, launch and sustain your
social media marketing strategy
2. Learn about new tools to leverage your brand’s marketing mix, monitor your brand’s
online presence and measure ROI to prove success
3. Explore rules of engagement and best practices from international brands and evaluate
current innovations, solutions and technologies to ensure your social media marketing
campaign is a success
Companies that have benefitted from this course in the past:
• Bayt.com • Capital Market Authority • Du • Dubai Culture & Arts Authority • Holiday Inn
• Kuwait Food Co. Americana • MashreqBank PSC • NBK Capital • Qatar Foundation • Riyad Bank
• Sony Professional Solutions Middle East • Tourism Development & Investment Co. • VIVA Telecom
• Western Region Development Council • Wild Wadi Water Park
Official Regional Organised By
Recruitment Partner
www.iirme.com/socialmedia
2. Advanced
Social Media Marketing Masterclass
15 – 18 May 2011 • Kempinski Hotel, Mall of the Emirates, Dubai, UAE
Course Timings Registration will be at 07.30 on the first day of the course. Course sessions will start promptly at 08.00 and
end at 14.30. There will be two short breaks for refreshments and lunch will be served at the end of each day’s sessions.
Course Overview f) Plug and play applications that allow you to take
Designed to help you fine tune your strategic your Facebook presence to the next level
understanding of social media and update your online • Exploring LinkedIn: How to make the most of online
media relations capabilities, Advanced Social Media business networking
Marketing Masterclass offers a breadth and depth of • Questioning the power of blogs and the role they play
information through live demonstrations, exercises and for Middle Eastern businesses and consumers
“real world” case studies to advance your new media • A look at the role that social media plays in search
communications to the next level. marketing
• Introducing new tools and platforms relevant to the
region:
Key Take-Aways
a) Location based networking and geo-tagging
1. Discover social media marketing trends in the region
platforms
and beyond
b) Arab social networks and forums
2. Learn about new tools to leverage your brand’s c) Video-marketing tools and tactical campaigns that
marketing mix have successfully engaged the Arab viewer
d) Wikipedia and its relevance to your digital strategy
3. Determine rules of engagement and best practices e) Crowd-sourcing, cloud collaboration and RSS tools
from brands in the region and around the world • How small businesses can capitalise on their size to make
4. Implement a core set of processes and resources the most of social media
needed to successfully build, launch and sustain a • PR2.0: How to draft and publish a social media press
social media strategy release online for free
• Deciding which new media channels make sense for
5. Evaluate current innovations, solutions and your organisation through a strategic framework
technologies
Hands-On Activity: Harnessing The Power Of New
6. Monitor your brand’s online presence and measure
Facebook Pages
ROI to prove success
• Creating a strategic presence, using auto-generated
insights/analytics, creating iframes/FBML tabs, exploring
Course Outline Facebook’s advertising and bidding system and
learning how to use tagging capabilities to reach
Understand The Evolution Of Social Media Marketing And
greater audiences
Leverage The Tools Of The Trade
An introduction to the social web, defining the market
Building A Sustainable Social Media Strategy: Step By Step
shifts that make the social web important to your business
Approach
and exploring how organisations are using the social web
Learn how to create a social media strategy, manage
successfully. You will also study a variety of tools that can
resources and experiment with tactical approaches.
help boost your bottom line, when used correctly.
You will use social computing behaviours – also known
• The impact of social media marketing for businesses and
as technographics – to build your campaign and define
how influence works online
• Reviewing key global statistics and Middle East appropriate success metrics through the different stages of
consumer trends social media integration.
• Understanding the business case for Social Media • Using Twitter as a key listening tool to start building your
• Reviewing the various tools that make up the ‘Social social media strategy:
Media Toolbox’ and the unique benefits of each to your a) How to find and follow targeted stakeholders
business relevant to your business
a) Planning and implementing a launch campaign on b) A look at best practices and regional brands that
Facebook have deployed Twitter as a successful marketing/
b) E-commerce tips for brands customer service tool
c) Facebook advertising explained c) Revealing external tools that can and will improve
d) Difference between groups and pages and the role your Twitter experience
each play in your marketing strategy d) Using advanced search options to gain consumer
e) What every marketer should know about Facebook’s insights and map online chatter
marketing guidelines
971-4-3352437 971-4-3352438 register@iirme.com www.iirme.com/socialmedia
3. e) Shortened URLs and how they play a role in
By attending this course you will also get exclusive
determining your online campaign’s success
access to the following special reports:
• The POST (People, Objectives, Strategy, Technology)
• January 2011: A full compilation of MENA internet and
approach to strategy creation:
mobile statistics
a) Select channels, venues, and technologies for
• Global state of the blogosphere 2010
effective social media strategy implementation • Real time marketing for business growth, by Financial
b) Anticipate required resources (discussion: who should Times
own your social media strategy?)
c) Understand the potentially disruptive forces of
Meet Your Expert Course Facilitator
social media behaviours, inside and outside the
organisation
Akanksha Goel,
d) Crisis communication: effectively respond to online International Marketing Consultant,
critics and emerging reputation management issues Founder and Partner,
e) Build a brand culture internally and externally Socialize Group, UAE & Egypt.
by creating an opportunity for employees to
communicate with customers directly and informally A recognised social media specialist
f) Explore the role of the Social Media Employee Policy and marketing futurist, Akanksha Goel
and see examples of policies created by other has worked with renowned hospitality brands in Asia
companies and was later the editor-in-chief for the world’s biggest
• Comparing popular social media monitoring consumer technology publication in Singapore. She
dashboards that allow Arabic keywords and a look at organised Asia’s first ever podcamp and was the co-
what your monitoring agency probably isn’t telling you creator of the Digital Media across Asia Wiki.
Having conducted numerous Social Media training
Hands-On Activity: Twitter 101
courses and seminars in Asia, Europe and the Middle
• Creating a profile, building a following, using links, re-
East she is a reference for social marketing in the
tweets, creating business lists, organising tweet-ups and Middle East and has been extensively interviewed.
discovering the best desktop and mobile Twitter clients Named as one of the region’s most compelling
tweeters, Akanksha is the founder of Socialize Group:
Engaging Your Customers By Humanising The Corporate the region’s first dedicated Social Media training
Brand: Case Studies And Tactics house and agency.
Review tactics used by brands in the Middle East and
globally to engage customers. Also, discuss how executives
can help humanise the corporate brand and demonstrate Who Should Attend?
knowledge of social media tools for clients – by starting with • Marketing executives and marketing managers
their own personal brand. • Marketing consultants
• Introducing The Customer Quadralogue framework for • Corporate communications managers
strategic business involvement • Advertising managers
• Discovering case studies from around the world: • PR executives, PR managers and PR consultants
- Middle East brands that have created a measurable • SME business development managers
buzz online and a detailed look into marketing • Entrepreneurs
budget deployed, campaign timelines, agencies • And anyone who wants to learn how to use social
behind the success and ROI generated media marketing techniques to put them at the
- Regional crisis communication case studies cutting edge in their quest for market share
- Mistakes made by the Fortune100
“Akanksha was really helpful and expert. She was
• Leadership branding for executives:
encouraging and knows how to share information,
- Using online platforms and tools to monitor your
making the subject really interesting. This course
brand equity and build thought capital
- Pitching to bloggers and community influencers, was really very useful. It will help a lot to improve our
using a successful personal brand services and take the business forward to meet client
- The 2P’s and 4P’s of personal branding expectations.”
- Managing multiple social media profiles and getting Nour Samawi, WOM Communication, KSA
to the top of Google
- Case studies: CEOs aggressively using social media
• Digital outlook for 2010: trends in social influence
marketing
• Recap: 10 essential social media marketing rules
Exercise: Strategy Design
• A session with our consultants where you will work
through a framework, share ideas and make sure that
you leave with a first draft strategy/tactical campaign
idea for your business
971-4-3352437 971-4-3352438 register@iirme.com www.iirme.com/socialmedia
