Evaluate this session here.
Part 1 (Wednesday, 16 Oct, 1:00pm to 4:30pm): Setting the Stage
with Murray Izenwasser
This section will cover the history of marketing that set the stage for the Social Web era that we are in today. We will discuss the two major mistakes most organizations still make when approaching social media, whether or not social media actually exists as a program (or should), and how to align organizational goals, marketing strategies, and social programs within an organization, a crucial step that most organizations do not take the time to complete. During this session, we review the owned-paid-earned media model, the sales ?cylinder', and specific exercises organizations should perform to ensure alignment and reveal opportunities. We also unveil the modern strategic marketing model, which will be used to drive the rest of the discussion.