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Making The Business Case For Social Media

Companies around the world intuitively understand that incorporating social media and Enterprise 2.0 technologies into internal and customer facing initiatives is important. Yet after reading success stories describing what other companies have achieved, even the most enthusiastic supporters often run into a difficult question:  How does one make the business case for the needed investment, or even the opportunity cost, to actually implement social media?

In this workshop, you will learn a methodology for answering this question.
Specifically, you will leave with key strategies and best practices for:

• Selecting specific business priorities
• Understanding the application of social media
• Building stakeholder buy-in
• Determining and presenting your program’s ROI

11:30 a.m. to 1:00 p.m.
Afternoon break/lunch on your own

How To Integrate Web 2.0 Tools At The Enterprise Level:
Thinking Strategically About How To Use Social Media To Drive Business Results

There’s more to social media than just knowing how to work with Facebook and Twitter. Lots more, which is why companies need to approach their social media efforts from an enterprise-wide perspective.

There are many crucial elements that go into developing and maintaining a strategic social media function. These elements touch all parts of the company, from human resources and finance to legal, marketing and beyond. Having an enterprise-wide focus takes these partners into account and gives you a holistic approach built around driving business results. As you review a number of Fortune 500 enterprise examples of social media initiatives, this session will share the ins and outs of how to look at your social media efforts strategically and with an eye toward improving the business and the brand.

Key takeaways from this insightful workshop will include:

• How to approach social media from an enterprise-wide perspective
• How to develop the right structure, policies and procedures to build
  a solid social media function
• How to identify and leverage the three types of online influencers - - professional and personal bloggers, elite influencers and casual influencers - - and build relationships with them
• A review of some specific client examples
• A blueprint for how to develop a strategic social media function at your organization

WORKSHOP LEADERS: Jason Anthoine, Senior Vice President, Employee Engagement Practice, MS&L Atlanta serves as senior vice president and practice leader for MS&L’s Employee Engagement Practice in Atlanta, where he leads a team of communications professionals in developing internal communications strategies, plans and tactics that deliver business results. Accredited in Public Relations by the Public Relations Society of America, he has more than 20 years experience in workplace communications, internal branding and employee engagement. His portfolio of work includes strategic and creative direction for clients including Children’s Healthcare of Atlanta, Cox Communications, GE, Mars Chocolate North America, Marsh, McKesson, Siemens Energy & Automation, Solvay Pharmaceuticals, VeriSign and Willis.

Melanie Babcock, Senior Vice President, Digital and Social Media Services, MS&L Atlanta has more than 15 years experience in interactive communications ranging from social media, advertising, promotions, web development and public relations. For MS&L, she leads a group of digital and new media specialists who interact with bloggers, message board moderators, social networking sites and create compelling branded content for online distribution. She’s worked to promote The Home Depot’s Eco Options product lines, as well as led programs for Best Buy, Carter's, Philips, Randstad and The Coca-Cola Company.

Testimonials From Past Jason Anthoine Sessions:

"This was my favorite session... it tied it all together. Great. Speaker was excellent!"

"Covered many topics, very detailed."

"Very good examples and discussion. I very much enjoyed it."

"Excellent presentation—expert."