1 IBM & Brand Frog 2012 CEO Survey

82% were more likely to trust a company whose CEO and leadership team engage with social media. 1

256% increase is predicted in social media as the most utilized customer interaction method. 1

Social media is not a department in today’s successful organizations but there is a culture change pushing organizations to become “social”. It is this shift that requires direction and leadership from senior management. Clients and potential clients are using social media to learn about organizations, make investment decisions, understand media events surrounding organizations, and to reach out to engage organizations. Professionals in senior management positions are in a unique position since their personal and business use of social media a direct impact on the perception of their organization.

Senior managers make decisions daily that impact the operation and success of the organization. Having a complete understanding of ‘when’ to utilize social media and ‘who’ in your organization should be involved to communicate information about these decisions is critical. Digital and social media are not the perfect solution in every business situation, but there are situations where they are the best tools for the job and understanding when and how to deploy them is essential.

93% believe that CEO engagement in social media helps communicate company values, shape a company’s reputation, and grow and evolve corporate leadership in times of crisis. 1

77% were more likely or much more likely to buy from a company whose CEO and leadership team engage with social media. 1

78% of people would prefer to work for a company whose leadership is active on social media. 21

81% believe CEOs who engage in social media are better equipped to lead companies in a web 2.0 world. 1

Complete a pre-session questionnaire to receive a personal evaluation

of your current social media channel

deployment.

Topics covered during the seminar:• Strategy for the effective use of digital and social media throughout an organization• Importance of senior management to be personally on social media and the tools and techniques to make it work• Protecting the organization through effective policies and procedures to manage social media deployments• Review case examples of successes (and failures) of senior management on their use of digital and social media• Key points for developing an action plan to incorporate digital and social media effectively as part of your organizational strategy

Topics Covered

Benefits

• Understand how to develop a digital and social media strategy and how to incorporate this strategy into existing plans and departments• Learn how to minimize risk and enhance the value of deploying on digital and social media channels• Learn how social listening can be used for market research and competitive intelligence

For Organizations

• Learn the importance of being on social media as a member of the management team of an organization• Learn the tools and techniques to deploy yourself on social media to present a professional image• Understand the role that social media plays in the perception of your organization• Know how to use social media to manage risk and enhance crisis management capabilities

For Individuals

1 Day Digital & Social Media forSenior Management

Understand when and how to use digital and social media to manage your organizations online profile, engage clients and the public, and to support and promote business activities.

http://www.ppd.carleton.ca

Recognized as one of the “Top 100 Marketing Professors on Twitter” by

Social Media Marketing Magazine (#66 Globally - #6 in Canada)

Recognized by the Marketing Management Association as a recipient

of the “2013 Hormel Teaching Excellence Award”

and he is the “2013 Hormel Master Teacher”

The only Canadian Professor on the “Top 50 Business School Professors on Twitter” by www.MBAPrograms.org

Recognized as one of the “Top 100 Web Savvy Professors for 2012”

by Best Online Universities

Digital and Social Media Strategy & Tactics

Multi-Day Training Programs

Including social media across all of your organization’s business functions is a critical element in achieving overall goals and objectives in today’s business environment. The benefits of utilizing digital and social media throughout the organization are proven and organizations must remain current in both the use and monitoring of digital and social media.

The Digital and Social Media Strategy & Tactics Seminar will teach participants how to develop and/or refine an effective Digital and Social Media Strategy; how to evaluate and choose the tools that are best suited to your organization and your strategy; how to develop a deployment play to take advantage of mobile, visual and video opportunities; and how to deploy the tools to help you integrate the various channels and manage multiple team members to ensure the best use of your organization’s time and money.

The InstructorLyle R. Wetsch

The majority of all of your professional interactions today begin with some form of digital or social media channel. Whether this is through a visit to your website or a social media channel, a response to an email, or a search engine inquiry, you need to ensure that you are communicating your message effectively.

The Digital Communication & Advertising Seminar will teach participants how to improve digital deployment by ensuring that websites are presenting the right message and are accessible from all devices; how to ensure that websites and other channels can be found through effective search engine optimization; how to optimize email communication to ensure readability, opens and click-throughs; how to target your paid message through search advertising on both Google and Bing search networks; how to capitalize on the targeting capabilities of social networks to deploy pay-per-click advertising programs; and how to best use your digital and social media channels to engage your audience through effective, bi-directional communication.

Digital Communication & Advertising

Identifying the correct measures and understanding the best tools to evaluate these measures adds to the overall success of your organizations digital and social media strategy. It also enables you to continue investing in the techniques that are working, and modify those techniques that may not be performing at an optimal level. In essence, it is critical that organizations measure what matters and are making what matters measurable!

The Metrics, Measurement & Analytics Seminar will teach participants how to monitor and evaluate digital and social media deployments and identify opportunities to improve on the execution; how to determine the correct metrics and measurement techniques for your specific target audience and objectives; how to determine and use the correct tools to provide the information needed to make the correct decisions; how to properly deploy Google Analytics through the organization’s website and other digital deployments; how to use social media analytical tools including those within channels and integrated tools; how to use social listening tools to locate appropriate conversations related to your organization and brand; and how to use the information acquired and analyzed to ensure an optimal deployment.

Metrics, Measurement & Analytics

@LyleWetsch http://ca.linkedin.com/in/LyleWetsch/

http://www.ppd.carleton.ca

Contactprofdev@sprott.carleton.ca

(613) 520-3486http://ppd.carleton.ca