Training: Internal Branding Conference-May 2009

Post-Conference Workshops: Thursday, May 14, 2009
INTERACTIVE CONFERENCE WORKSHOPS These workshops are designed to take your conference experience to the next level. Post-Conference workshops allow you to take the information you gained from the general sessions, and identify and focus on your individual needs and applications. Make the most out of this conference by attending these highly interactive, hands-on sessions. Space is limited to ensure interactivity!
8:30 a.m. to 11:30 a.m. MORNING POST-CONFERENCE WORKSHOP C Continental breakfast will be provided at 8:00 a.m. for the morning workshop attendees. How To Use Blogs, Wikis And Other Collaborative Social Media Tools To Reinvent Your Internal Branding Campaign These days, communications strategists are using group blogs, wikis and other collaborative methods and tools to energize, motivate and join powerful and very loyal communities of employees, not to mention customers, partners and other important audiences. In this workshop, you'll sample these tools and their impact on internal branding. And you'll walk away with the know-how you'll need to propose and set your new communications tools in motion. Specifically, we'll cover: The strategies behind using social and new media tools for internal communication and branding The elements of a compelling blog The role podcasting plays in getting your message out The power and usage of YouTube-like components to your communication mix Why wikis are the new way to manage projects internally How and whether to incorporate Facebook and Twitter into your communication strategies How RSS can help you rely less on email WORKSHOP LEADER: Jason Anthoine is Head Honcho at The Cohesion Group, a workplace communications firm that develops customized employee communications programs. Accredited by the Public Relations Society of America, Jason has more than 20 years experience in workplace communications, concentrating his entire career to this specialty. Testimonials From Past Jason Anthoine Sessions: "An excellent speaker. Started basic, and then built to more complex. I appreciated the concrete examples and non-technical language. JUST GREAT!" "Very relevant, good speaker and very engaging!" "Excellent touch. Concise, organized, amusing and very instructive. Nice job!"
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11:30 a.m. to 1:00 p.m. Afternoon Break / Lunch On Your Own 1:00 p.m. to 4:00 p.m. AFTERNOON POST-CONFERENCE WORKSHOP D How To Measure The Impact Of Your Internal Branding Strategies And Programs Advertising and marketing lay a strong foundation for perception of a brand, at least until people have contact with an organization. Once they buy its products or interact with its employees, their long-term impressions of the brand will be shaped by their experiences. This workshop will show you ways of measuring to what extent employees and executives: Understand what the brand is Agree the brand attributes make sense Behave in ways consistent with the brand Believe the company acts in ways consistent with the brand You'll learn about measuring information gaps, conducting knowledge tests and identifying employees' preferred sources on brand issues. You will participate in exercises that help you align your own organization's employee behaviors with brand attributes, as perceived by your external audiences. In addition to learning how you can measure these various aspects of employee communication, which have even broader application than just brand management, we'll also look at a case study of how one company assessed how well their global internal communication channels reinforced their own brand attributes, using a combination of techniques such as: Executive interviews Employee Focus Groups A content analysis An objective assessment by professional communicators from around the world to see how perception of the communication vehicles and their reflection of the brand varied in different cultures WORKSHOP LEADER: Angela Sinickas is President of Sinickas Communications, Inc. (www.sinicom.com), a consulting firm dedicated to helping organizations achieve business results through focused diagnostics and practical solutions. An award-winning organizational communicator since 1974, she has been measuring the effectiveness of communication since 1981. She wrote the manual "How to Measure Your Communication Programs" and has developed a range of Communication Starter Kits on CD-ROM and online modules available by subscription that provide tools for communicators to conduct their own focus groups, surveys and strategic planning. Testimonials From Past Angela Sinickas Sessions: "Excellent content, good presenter!! Lots of good ideas." "Awesome presenter, extremely knowledgeable, made excellent points that EVERY executive/business sponsor should have." "I appreciated the real-life examples/case studies Angela provided."
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