STRATEGIC REVIEW OPPORTUNITYTap into the knowledge, expertise and experience of colleagues and ‘field

experts’ to test the effectiveness of your existing digital strategies and take the opportunity to shape some new ‘fit for purpose’ strategies.

Digital & Social Media Marketing Strategy Workshop

16 - 17th Sept 2013AMORA HOTEL JAMISON

11 Jamison St, Sydney

Shifting consumer behaviours, the rise of the social web and the stunning application of digitisation to business processes is challenging every aspect of effective marketing for all businesses including for customer owned banking institutions.

This workshop acknowledges that every mutual has begun the journey to adapt their business models to both meet the challenges and more importantly to grasp new opportunities with the two key imperatives being to:-

• Optimisethememberexperiencesoastowinandearntheirbusiness;andto• Capturesignificantproductivityimprovementstosupportareallocationofresourcesto business investment and development.

SoforDirectors,CEOsandtheExecutiveTeamthereneedstobeanongoinginvestmenttowardsunderstandinghowtoharnessthenewtoolsforcommunicationwithexistingandpotentialcustomersandhowtoharnessthenewmarketingtools.Suchaninvestment,mainlyintime,and in the right form of creative environment should better position the Board/Management discussion around future business strategy and the allocation of resources in pursuit of the business opportunities.

HoweverevengreatervaluecanbederivedwheretheseworkshopsalsohavethebenefitofmarketingandIToperativeswhobringanidealmixtureofideas,onthegroundexperienceandafairdoseoffrustrationduetothelackofresourcesontheground–sotheworkshopfocusmust be on how to do more with less.

In this context the two-day Workshop will seek to balance new learning from our ‘field experts together with a ‘Fish Bowl’ ap-proach by which the strategies currently being pursued by workshop participants will be examined in plenary session format to extract key learnings and to identify refinements, alternative approaches and new ideas for all to contemplate. In other words a highly interactive best practice environment where by all participants can benefit from the collective knowledge and experience of the entire group.

YOUREXPERTPRESENTERS

TIMMARTIN

Timisthefounderof2SticksDigital,aMelbournebasedinternetmarketingandsocialmediaconsultancy.In2009TimextendedthebusinesswiththelaunchofNET:101-adedicatededucation&trainingarmservicingthecorporatesector.Timisalsoamulti-awardwinningcircuitspeakerforCEOgroupTheExecutiveConnection.

MARKPARKER

Markhascloseto20yearsexperienceinsalesandseniorexecutiverolesforlocalandinternationalcompanies.Overthepast10yearsMarkhasestablishedanumberofsuccessfulcompaniesthathavesincebeenacquiredbyhisUSpartners.

Asanentrepreneur,Markspecialisesinstrategicproblemsolvingthroughtheapplicationofinnovation,technology,andbroadbusinessacumen.Overthepast 3 years, the focus of Mark’s work has been on real world application of social technologies, and understanding how to effectively harness the intersecting communities of staff, customers, and partners to deliver sustainably better business outcomes.

MarkhasbeenaspeakerforTheExecutiveConnectionsince2009onthetopicofsocialmediafortheenterprise.

Day One will focus on the basics of the digital and social space, starting with the core business web platform and incorporating a review of attending delegate(s) including:

• Areviewofanattendingdelegate(s)websitebasedona25-pointaudit• AnoverviewofGoogleAnalyticsincludingnewfeaturesintroducedin2013suchassocialtrafficmeasurementandconversion• Reviewsofattendingdelegates’Twitter,Facebook,andYouTubebrandpages,focusingonbestpracticeexamples

Day two willbuildonthedayonelearningandfocusspecificallyonthesocialweb,howotherMutualsareusingsocialmedia,andlikeday one, it will include reviews of attending delegate(s) social media footprint and strategy including:

• AreviewofresearchsupportingconsumerbehaviourchangesandhowthisisrelevantforMutuals• Theroleofblogsasanengagementtool,thebasicsofablog,andareviewofattendingdelegate(s)bloggingefforts• Agroupdiscussiononsocialmediariskmanagement–whatneedstobeinplace,policyexamples,crisismanagement

TheWorkshopwilldrawuponlocalandinternationalbestpracticeplusexpertreviewandinputinhowattendingdelegate(s)arealready leveraging digital and social media marketing.

Here is a taste of what will be involved:

• Thereareawholelotofsolutionsouttherelookingforaproblem.• It’snotabouttechnologyperse-it’sabouttheapplicationofnewtechnologies.• Constantchangeisthenewnormal• Hands-Onexperienceisthenewreferencemanual–notonlywillyoulearnfromtheexpertfacilitatorsyouwillalsogettohearfrom otherdelegatesabouttheirexperiences• Search+socialishavingaprofoundimpactonmodernorganisationalmarketingcommunications.• Mostnewwebtechnologiesandplatformsarecostlesstoaccess.Thereisaveryrealresourcescosthoweverinmakingthemworkproperly.• Relevant,engagingsocialcontentiskingontheweb.Nocontent=novisibilityonline.• Soft-sellthrougheducationandrelationshipbuilding(asopposedtotheinterruptivehard-sell).• Texturalcontentneedstobesupportedwithmultimediacontent.• Yourtargetmarket(s)needtobeunderstoodfromasegmentationperspective(thetraditionalpunchofthemassmediamessageis rapidly weakening).• Targetaudienceshavefracturedintonumerousonlinecommunities.• Everybodyis‘local’,butweallhavedifferentlocalframes.• Onlinecampaignsshouldbelaunchedandmanagedinfastiterations.• Withoutonlinemeasurementpointsinplaceyou’reflyingblind,andnotinapositiontorefineandimprove.

Website

Remote review prior to the workshop• 25-pointaudit• Pageheadings,metatitlesanddescriptionsalignment

Twitter

Remote review prior to the workshop• Wallpaperbackground• Wallpaperlefthandsidepanelinformation• Coverimage• Profileimage• Organisationinformationpanel

For discussion/ demonstration on the day• Buildingafollowing/grabbingtheattentionofothers• Whotofollow• Usingacross-platform,schedulingpostingtool(Hootsuite)• Embeddingselecttweetsastestimonials• Segmentingcommunitiesthroughlists

YouTube

For Review• Channelwallpaper• Videotitlesanddescriptions• Videointrosandoutros(branding, contact details, calls to action)• Thumbnailselection• Playlisttheming

For discussion/ demonstration on the day• Moderationsettings• Channellayouts• Videoanalytics

Blog

Remote review prior to the workshop• Websiteintegration• Postheadings,metatitlesanddescriptionsalignment• Subscriptionemailoption• Postcategories• Commentmanagement

For discussion/ demonstration on the day• Whatisanideallayout• Whoshouldblogandhowoften

Facebook

Remote review prior to the workshop• Wallpaper• Timeline–beingabletotelltheMutualstory• Coverimage• Profileimage• Aboutsection• Commentmanagement

For discussion/ demonstration on the day • Assigninganddeletingadministrationresponsibility• Administrationresponsibilitylevels• Timelinemoderationsettings• Buildinganhistoricaltimeline• Postingrichmedia• Retrospectiveorscheduledposting• Askingquestions(polls)• Paidpostboosting–plusanoverviewofthenewpaid promotion offerings• Piningandhighlightingposts• FacebookInsights–whyafancountisauselessmetric

Google+ Local Listings

Remote review prior to the workshop• Listingsclaimed• Listingsoptimised• Reviewsrespondedto

LinkedIn

Remote review prior to the workshop• Companypagecoverandprofile(brand)images• Aboutsection• Currentemployeesassociatedwithcompanypage• Followerstrength• Serviceslistings

Google+

• Brandpageset-up• Websiteverification

Google Authorship

• Howtosetitup

➢ AM Institute Continuing Professional Development Accreditation 12 hours AM Institute Members who complete this two-day Workshop will earn 12 CPD points

➢ Accommodation Accommodation Booking at Amora Jamison Click here

➢ Travel Delegates are responsible for their own travel arrangements to the Hotel

➢ Further Enquiries Sonya Maloney AM Institute Ltd PO Box 525, Burwood NSW 1805 Ph: (02) 9744 5717 Fax: (02) 9744 5752 Email: info@aminstitute.org.au

➢ Limit on Numbers AM Institute reserves the right to close down acceptance of registrations to ensure that the learning process is optimised. You are therefore encouraged to register early for this Forum. REGISTRATION CAN ONLY BE CONFIRMED UPON RECEIPT OF REGISTRATION FORM AND PAYMENT.

➢ Cancellations and Transfers 50% refund will be available to persons cancelling with two weeks notice. Cancellations within two weeks of the Workshop will receive no refund, but will receive Workshop papers. Alternative persons will be accepted.

➢ Dress Dress Code throughout the event is smart casual. Delegates are advised to wear comfortable clothing.

➢ Dietary Requirements If you have special dietary requirements please advise Sonya Maloney via email info@aminstitute.org.au

➢ Timing Monday 16th to Tuesday 17th September 2013 8.30am Registrations, Tea & Coffee 9.00 to 5.00pm Workshop sessions Morning & Afternoon Teas & Lunch provided both days.

REGISTRATION

PLEASE RETURN A COPY OF REGISTRATION WITH PAYMENT TO:Sonya Maloney

Australasian Mutuals Institute Ltd (AM Institute Ltd)PO Box 525 Burwood NSW 1805

Ph: 02 9744 5717 Fax: 02 9744 5752Email: info@aminstitute.org.au

Digital & Social Media Marketing Strategy Workshop Monday 16th to Tuesday 17th September 2013

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