IAB Education

Getting Started with Social Marketing: Best Practices for Success

Secrets to Success in Social Media – Taught by Nichole Goodyear of Brickfish, Peter O’Sullivan of Buzzlogic, Geoff Ramsey of eMarketer, Pete Spande of Federated Media and Anna Banks of Organic, Inc.

This is the companion course to the IAB Social Media Buyers Guide. Geoff Ramsey, CEO, eMarketer, starts the seminar with a comprehensive (and lively) social media market overview. Geoff is followed by Pete Spande, VP Sales, Federated Media, who talks about what is driving social media growth. Nichole Goodyear, CEO, Brickfish then goes through the Social Media Buyers Guide. Finally, four case studies, including Jeep, Coach, Microsoft, and the Organic Trade Association.

Social media and social networking applications are two of the fastest growing segments of the internet. This class will describe the major social media formats and how marketers can leverage their unique characteristics – an engaged audience, two-way interaction, rich profile data and the social graph. After a brief market overview, it will address:

• Definition of social media and social networking
• Ways to advertise on these popular properties
• Analysis of social media’s appeal and discussion of its utility for marketers
• Comparison of the different forms of social marketing and how you go about using each
• Common processes to buy and execute a social media campaign
• Metrics for evaluating success in social media marketing
• Some strategic principals and best practices for success, as well as misconceptions about the space and pitfalls to avoid

This class is intended for anyone working to understand the breadth of digital marketing opportunities available today through social media. Marketers, agency professionals and publishers will all benefit through learning the fundamentals of this channel in order to take the first steps towards executing and delivering social campaigns.