Upcoming Appearances

I am teaching the social media listening module of the new Rutgers CMD Mini-MBA™: Social Media Marketing program. Social media is no longer a buzzword; it is how business is conducted today. As the number of social platforms increases, there is a greater need to establish an internal and external business strategy, policy and culture to keep pace and build a competitive advantage. Given the expansive selection of social platforms—from Facebook, Twitter, YouTube, and LinkedIn to Instagram, Pinterest, Foursquare, and Blogs—firms and individuals are struggling to make sense of it all.

This nine-module certificate program, taught by a team of top industry experts, will connect business objectives with social media strategy, platforms and tactics. Through case studies, interactive sessions, and class exercises, participants will learn about the latest research and best practices in the industry. Topics to be covered include constructing a strategy, leveraging listening channels, crises and landmines, content development, measurement and ROI, social media platforms, mobile opportunities, engaging influencers and change management. All participants receive their own Apple iPad, with the pre-loaded program materials, and we’ll use a proprietary mobile application to deliver the course content. This program runs as a 10-week self-paced online course.

Have you spent all this time and money building the perfect social media and content marketing campaign and now feel all dressed up with nowhere to go? Did you build it and no one came? You must get out there, identify influencers, and engage with them.

In this free 30-minute Biznology® webinar, you’ll learn all about earned media marketing: how to get off your duff and get out there online.

You’ll find out:

• How to identify the right people to engage

• The best way to engage

• What to say and how to message them

• How to ask for what you need in a compelling (not annoying) way

Chris Abraham will go through a real case study for Mizuno Running. He’ll show how his team helped introduce their Mezamashii “brilliant” run project not only to the top runners, athletes, and celebrities, but to all runners. Chris will show you how to find the right online influencers, bloggers, and the social media savvy.

He’ll teach you how to:

• Befriend them honestly and openly

• Appeal to them on their own terms

• Give them what they need and get what you need for a successful campaign

• Create a blogger-optimized news release

• Interact with them so that everyone feels respected and leaves happy

• Maximize coverage in blog posts and social media shares

Earned media mentions are much more organic than paid media and are more authentic. They live a longer life than paid/contextual advertising and can powerfully influence organic search on Google and Bing.

Sponsors: BarnRaisers, Brick Marketing, Gerris digital, Marketing Pilgrim, and Unison

Chris Abraham is a blogger at Biznology. He’s Director of Social Media at Unison, an integrated brand agency combining strategic, creative, and technology services to help clients build and strengthen their brands. He focuses on blogger outreach/engagement and Internet crisis response. He is Founder/Principal of Gerris digital, a full-service digital strategy consulting firm.

This 7-week course is designed to provide marketers and business people an overview of methods, technologies and strategies for improving the performance of websites and other online properties. Mike Moran and Rob Petersen will examine how effective site optimization and personalization programs improve the relevance of content and offers for end users that result in increased online conversions and engagement. The course will address common obstacles to optimizing conversion, techniques to avoid them, and will introduce the primary components of an effective site optimization program, including: A/B and multivariate testing, audience segmentation and experience personalization via content targeting and recommendations. You will also gain a foundational understanding of the optimization technologies and methods that yield positive returns for businesses and create relevant experiences for end users.

This is a 5-week course co-taught by Mike Moran and Rob Petersen. Social media is part of the marketing mix for many organizations today and provides them with unprecedented opportunities to engage stakeholders and consumers in direct ways. The unique nature of this medium and the disparate nature of the technologies requires a specific measurement and evaluation plan. This course will provide students with an in-depth and hands-on exploration of current trends and tools including quantitative and qualitative measurement methodologies.

It sounds odd, but the most successful digital marketers are doing it all wrong. Instead of spending countless hours getting their marketing right, they are doing it wrong and then quickly fixing it, based on customer feedback. If you think that this could never work at your company, you’re not alone. Often, it’s other people’s attitudes and organizational culture that stop these vital experiments. Or your technical team patiently explains how they don’t work that way. Experimentation and fast changes are the only way to find out what’s right.

Find out how to listen to what your customers say, watch what your customers do, and respond–quickly. Learn how to monitor the conversation about you in blogs, ratings and reviews, social networks and even hate sites. Discover how to measure the response of everything you do. Accept the fact that none of us can predict what our customers really want. Learn how to find out what’s wrong and fix it—fast.

Stop worrying about getting everything perfect and start experimenting. Instead of killing yourself as you spend months obsessing over everything that could go wrong with your new campaign, it’s cheaper, faster, and more effective to just try something. If you know you need to adopt experimental marketing, but you don’t know how to make it happen where you work, this is where you find out.

After attending, you'll know:

• How to use agile marketing and analytics to calculate ROI

• Why social media listening is important and the tools you can use

• How social listening can be used for different business purposes

• How to learn about your customers and create content to attract them