◆14-15 December, 2010 Shanghai, China

Social media is increasingly becoming one of the most effective and important
marketing mediums available to modern marketers. For marketers to the education sector
the use of social media is even more important due to the age of the target demographic,
some of the most prolific users of social media. In this workshop you will learn how to master
social media and use the internet effectively to drive your marketing strategy home.
Benefits of attending Testimonials:
 Greater knowledge of social media "I loved how everything was explained in words I
applications in all aspects of business could understand. I’m always disappointed when
 Understand the underlying social
consultants speak to me like I’m an idiot, or this is
changes driving social media adoption something I should know…the reason I’ve hired
 Begin charting your organisation's social
you is because I don’t know. Simon is so
media strategy professional but friendly and explains everything
 Understand what makes people want to
simply."
share content online -Kate, Fonterra
 Search engine optimisation–Understand
"Very easy to understand. All questions were
how to increase page rankings and gain answered, and social media makes a lot of sense
more exposure now!"
 Targeted marketing on particular sites
-Cassey, Castrol Oil
The use of targeted marketing on "It's very hands-on and the practical guidance
Facebook was excellent. I'm all fired up to get going with
 What does your website say about you?
projects! I realize I knew stuff but didn't see the
 Case studies of successful and not so
connections and the possibilities. Feel like my
successful social media and internet universe has expanded and I'm going away with
based campaigns lots of ideas." -Sue, Fox Movies
"I liked the interaction best about the course.

W ho should attend
Marketing manager/director e-marketing
Learning through doing, and real life examples.
Very friendly, lovely instructors."
 Community manager
- Kelly, Telecom NZ
 Online marketing manager/director
"Day 1 gave a good overview before drilling down
 Digital media strategist
to the specifics.“
 Digital project manager/director
- Nigel, Tasman Insulation (Pink Batts)
 Social media marketing
"I liked the engagement you both gave us. You
manager/director
got us involved which kept us interested and
 Social media content manager
alert"
 Digital strategist
- Paul, 2degrees mobile
 Social media strategist

 Interactive marketing manager

Registration today! T : 86 21 5556 0666 F: 86 21 5556 0322E: marketing@innodecision.com www.innodecision.com

 ◆14-15 December, 2010 Shanghai, China
Our Facilitators
Simon and Marie have presented workshops in
Auckland, Wellington and Christchurch (New
Zealand) to some of the country’s top corporates
including Air New Zealand, Geni, and Telecom NZ,
as well as to top educational institutions such as The
University of Auckland and Lincoln University.
Simon has presented at conferences throughout New Zealand as well as Melbourne, Australia, and he was
Master of Ceremonies at the recent Connect Now Conference in Sydney, Australia. He also facilitated a
workshop for not-for-profit organizations. Simon has also been invited to speak to marketing students at the
University of Otago as a visiting lecturer.Simon Young grew out of the need to make social media practical,
to show people just how much the world is changing, and how to survive - and thrive - right now.Simon
Young discovered social media as a freelance journalist for NZ Marketing Magazine, covering search
marketing, email marketing and blogging, as well as the overall marketing mix. In 2004 his NZ Marketing
Magazine cover story, Logging into Blogging, gave New Zealand businesses a taste for a new era where
anyone can be a creator, consumer or curator of content.
Marie has the rare gift of turning policies and procedures into positive customer experiences. With 17 years
frontline customer service experience backing up her training. Marie has helped her students internalize
policies, guidelines and best practices, and actually care for the customer - a much-needed skill in today's
competitive business environment. She's found the same skills that work on the phone and behind the
counter also work in social media - where people connect in real time.
As well as being a trainer, Marie is also a facilitator, helping people and groups discover their own wisdom
by asking the right questions.
What makes our course special
You will leave our workshop with your specific questions answered, because we interact with each
attendee to understand your goals and objectives.
We also support our workshop material with practical examples, including video interviews with some of
the people behind social media success worldwide.
Where possible we also facilitate learning by doing - practicing the arts of social media in a safe
environment. Even for managers who won’t be doing social media, it’s important for them to understand
what their staff are doing. Experiencing it is the best way.

Focus on Case Studies

Social media case studies & examples will be shared in the course. Some of the cases and
examples will included :Dell, Coca-cola, Ford Motor, Air New Zealand, Zappos, Harry Potter theme
park, Starbucks, A small Kitchen appliance manufacturer, Comcast, Telecom NZ, Tasti- D- Lite,
more to come.

Registration today! T : 86 21 5556 0666 F: 86 21 5556 0322E: marketing@innodecision.com www.innodecision.com

 Day 1
Session 1: Understanding the Cultural Shift. ◆14-15 December, 2010 Shanghai, China
Everything we do in social media must be done in view of the new culture that is emerging. The individual
customer now has more control than ever, which means a shift in power from company to consumer. What
skills does a company need to learn in order to succeed in this new culture? You will learn about:
• The age of authenticity. What authenticity means for marketing, product design, public relations and
strategic communications.
• The “age of the knob” (vs. the age of the switch). How to stand out when everyone has a voice.
• Holistic marketing. The renewed importance of providing a unified, positive experience for the customer.
Session 2: The state of the internet.
Statistics and stories to show you the real cutting-edge possibilities of social media for marketing, innovation
and company transformation. We cover the numbers showing growth in internet use, and particularly China’s
rapid embrace of social media. But more importantly we also profile the individual businesses, large and small,
who are successfully harnessing social media. We’ll revisit how these companies are using specific aspects
of social media throughout the course.
• How Ford Motor Company is applying social media to all aspects of its business – and winning in the current
recession.
• How Air New Zealand is standing out in a crowded market, and making small size irrelevant.
• How Dell and Coca-Cola bounced back from social media disaster to become thought leaders in the space.
Session 3: Social Media Strategy.
Social media can be far more than just another way to get a message out to a market. It can be
transformational for the business, affecting product design, human resources and recruitment. But first an
organization needs to know what it wants. In this session we explore:
• Setting overall goals, deriving measurable objectives, and designing strategies and tactics to achieve those
goals and objectives.
• The importance of emergent strategy and dealing with the unknown in planning.
• What can be measured, and what matters.
• The importance of setting customer-centric, not just company-centric, goals.
Session 4: Identifying your audience on social media.
An overview of who is using social media and - more importantly - why they use it. We also look at the
important issue of personal brand versus company brand. How are successful companies appropriately
empowering their employees to represent the brand online?
• Key social networks and social media activities in China and around the world.
• Demographics and psychographics. Who is using social networks, and why?
• The impact of personal branding on social media marketing - the example of Zappos.
Session 5: What content works on social media?
What do people share, and why do they share it? Discover what a social object is, and begin to identify the
social objects you could create.
• Air New Zealand's "nothing to hide "safety video-how an ordinary, everyday message became a viral
sensation.
• How a B2B software company realized they were in the entertainment business.
• Social object theory, and how to put it into practice.
• The unpredictability of “viral marketing”, and the need for “remarkable” to be built in to your products ,
services and processes.
• A guide to “finding the fascinating” in your own business.
Session 6: Blogs, blogging and blogger relations.
Blogs are the oldest form of social media, but they’re still going strong. Explore the options for your
company, from operating a company blog, to reaching out to other influential bloggers.
• The three types of company blog.
• Popular, free and robust blogging platforms.
• Why most blogs fail
• Bloggers in China and around the world - a look at the stats
• Case study: how a Harry Potter theme park got worldwide coverage by talking to just seven people.
Registration today! T : 86 21 5556 0666 F: 86 21 5556 0322E: marketing@innodecision.com www.innodecision.com
 Day 2
Session 1: Social networks. ◆14-15 December, 2010 Shanghai, China
Online social networks are set up for individuals to communicate with other individuals. How do businesses
join in appropriately?
• A more in-depth view of each of the key social networks in China and around the world. What are their
similarities? Their differences?
• Case study: How Starbucks uses Facebook to interact with 12 million fans.
Session 2: Online video.
Watching videos is incredibly popular online. How can businesses successfully harness online video?
(Includes practical exercises)
• How a small kitchen appliance manufacturer in Salt Lake City, Utah, has experienced sustainable viral
success through online video - simply by showing their product in action!
• A reminder of “the age of the knob” - why video doesn’t have to be a big production, and why a big, slick
production may be a disadvantage.
• The Old Spice Guy story - how online video can integrate with other social media.
Session 3: Microblogging.
Whether it’s Sina or Sohu, microblogging is spreading like wildfire. There’s lots of conversation going on, but
how can a business take advantage of the micro-conversation?
• How service-based companies (Comcast, Dell, Telecom NZ) are improving their service and customer
insights through microblogging services like Twitter.
• Why the potential of microblogging in China leaves English-language microblogging in the dust.
• Frequently asked questions about microblogging: isn’t it all trivial nonsense? How do you say anything
meaningful in such a short space?
Session 4: Location-based services.
Social objects used to include videos, text and music. Now places can be shared as well -and the
opportunities are enormous.
• How the University of North Carolina is using location-based services to build a sense of community, and
incentivize desired behavior.
• How Tasti-D-Lite in the USA is incorporating location-based services and social networking into a loyalty
marketing strategy.
• Brainstorming practical exercise: how can location-based services play a part in each business in the room.
Session 5: Integrating social media with traditional marketing and management.
Social media doesn’t stand alone, it can integrate with all other aspects of your company. We explore how.
Who owns social • media? Marketing or communications? Both. And neither! Social media needs to become
part of the whole company, and it has benefits for all departments.
• The potential benefits of social media to HR, general management, product design, innovation, even
finance!
• Change management principles - likely challenges along the way towards transformed businesses, and
how to overcome them.
Session 6: Putting it all together - creating a social media ecosystem.
Bringing together all the strands we’ve discussed, and reviewing. An interactive session where we recap key
points, and welcome specific questions from delegates to explore further. Because social media is about
two-way dialogue, we believe delegates will get maximum value out of this conference if we provide
opportunity for that dialogue.
• Understanding the mindset of social media.
• Reviewing the overview of social media usage around the world -who’s using it, and why.
• Different types of strategy development in social media.
• Creating content that’s compelling and easy to share.
• Empowering your people to represent your brand online - different approaches.
• What to do when you’re back in the office, facing “business as usual”.

Registration today! T : 86 21 5556 0666 F: 86 21 5556 0322E: marketing@innodecision.com www.innodecision.com