How to Deploy Social Media into your B2B Marketing Strategy

This event has already taken place
Monday, 28 January, 2013
9.30am - 5.00pm
The IAB Offices, 14 Macklin Street, London, WC2B 5NF
IAB Member: £150 +VAT
IAB Non-member: £300 +VAT
Advertiser: £150 +VAT
Social media is increasingly a key go to for information amongst the B2B audience. We invite you to discover how marketers are taking their programmes out of the test and learn phase and deploying social to drive measurable business benefits. Hear from industry leaders how they are developing social media activity, the successes and challenges they have faced and what is next on their agenda.


Clare O'Brien -Industry Programmes Consultant - IAB
Jon Hook - Senior Associate Director - Mediacom
Jasper Martens - Head of Inbound Marketing Communications - Simply Business
Leena Shah - UK Communications Marketing Manager - Microsoft
Patricia Klein - Digital and Social Media Marketing Manager EMEA - Cisco
Harriet Minter - Strategic Manager, Law at Guardian News & Media





(45 minutes)

Intro to the day & overview - setting the scene
The industry as it stands
The rise of Social channels
New Platforms & trends


(1 hour)

Comms planning for Social Media
Understanding and segmenting your audience
Identifying the components
Content creation for Social
Internal and external resourcing


(1 hour 30 minutes)

Creating a successful framework
Crisis planning
Response mechanism
Event planning
Handling customer complaints
Case Study


2.00pm – 3.00pm
(1 hour)

Measuring the success of your campaign
Objectives for your business
Choosing the right metrics & optimisation
Demystifying these metrics
Tools and technologies for measurement


3.00-3.15pm Afternoon tea break
(15 minutes)

Integration of Social Media into your plan
Organisational communication
Providing ROI


(30 minutes)

Q&A – filling out your action plan