Design the customer journey for real-time social engagement across the touchpoints that actually influence the decision.
Designing Strategies for Real-Time Engagement with Social Media Audiences
A working programme in real-time social engagement for managers who have to deliver with existing resources.
📍 Istanbul🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Attribution in real-time social engagement is imperfect; that is not a reason to stop measuring it. Activity in this strand of marketing and commercial practice is easy to generate and easy to mistake for progress. The programme builds the judgement to know which parts of this part of marketing and commercial practice to standardise and which to leave flexible. The teaching approach is deliberately practical: participants build a go-to-market plan for real-time social engagement as they go. The course sets out a working method for the wider marketing and commercial practice agenda that participants can apply the week they return. Buying a tool rarely fixes this strand of marketing and commercial practice; the underlying capability has to be built internally first. Comparative studies of real-time social engagement across sectors find the same handful of failure points recurring. It suits anyone whose decisions touch this aspect of marketing and commercial practice, in large organisations and small ones alike. The programme closes with an action plan for the marketing and commercial practice discipline that each participant writes for their own organisation.
Expected Learning Outcomes
Measure customer lifetime value arising from real-time social engagement, not first-order revenue.
Build a register of the risks attaching to real-time social engagement and keep it current.
Build the reporting on real-time social engagement that supports a spending decision.
Build a concise go-to-market plan for real-time social engagement that colleagues can follow without further explanation.
Draw practical lessons from failures in real-time social engagement without assigning blame that suppresses reporting.
Design the retention and win-back approach for real-time social engagement.
Who Should Attend
Department heads accountable for the results of real-time social engagement.
Product managers whose proposition depends on real-time social engagement.
Retail and channel managers executing real-time social engagement in the field.
Brand and communications specialists shaping real-time social engagement.
Planning staff whose forecasts and budgets are affected by real-time social engagement.
Sales managers leading teams that deliver real-time social engagement.
Course Modules
Real-time social engagement: channels, content and creative
2 sessions · 8 pointsSession 1Building the method for real-time social engagement step by step
- Write the positioning claim for real-time social engagement and test whether a competitor could say it too.
- Identify where judgement in real-time social engagement is legitimate and where it is not.
- Set objectives for real-time social engagement in revenue terms with a timeframe.
- Compare cost of acquisition against value in real-time social engagement.
Session 2Where the buyer actually decides on real-time social engagement
- Define the handover point between marketing and sales in real-time social engagement.
- Record what was learned when real-time social engagement did not go as planned.
- Set out how exceptions to real-time social engagement are requested and approved.
- Agree what will be standardised in real-time social engagement and what will not.
Real-time social engagement: positioning and the honest claim
2 sessions · 8 pointsSession 1Testing real-time social engagement before relying on it
- Estimate the resource real-time social engagement requires to run as designed.
- Map the decision journey for real-time social engagement and mark where the choice is actually made.
- Decide what will be stopped to create capacity for real-time social engagement.
- Review whether short-term tactics on real-time social engagement are damaging the brand.
Session 2Closing out real-time social engagement and capturing what was learned
- Script the three most common objections in real-time social engagement and the responses.
- Set the review interval for real-time social engagement and who attends.
- Test creative for real-time social engagement at small scale before full commitment.
- Rank the weaknesses in real-time social engagement by consequence rather than by ease of fixing.
Real-time social engagement: objection handling and negotiation
2 sessions · 8 pointsSession 1The claim about real-time social engagement competitors cannot copy
- Define qualification criteria that disqualify quickly in real-time social engagement.
- Test the procedure for real-time social engagement against a realistic scenario.
- Document the sales process for real-time social engagement so a new joiner can follow it.
- Record the rationale for each significant choice made about real-time social engagement.
Session 2Qualifying out of real-time social engagement early and without guilt
- Verify six months later that changes to real-time social engagement have held.
- Build the internal briefing that explains real-time social engagement to those affected.
- Design the retention action triggered when a customer of real-time social engagement goes quiet.
- Build the report on real-time social engagement that answers whether to spend more or less.
Real-time social engagement: qualification and pipeline discipline
2 sessions · 8 pointsSession 1Choosing channels for real-time social engagement on evidence
- Build the competence framework that supports real-time social engagement.
- Set out the decisions in real-time social engagement that require sign-off and by whom.
- Draft the minimum viable go-to-market plan for real-time social engagement.
- Check that real-time social engagement still works when volumes rise unexpectedly.
Session 2Defining the audience for real-time social engagement narrowly enough to matter
- Choose the next segment for real-time social engagement and state why it is next.
- Describe the buyer for real-time social engagement specifically enough to name who is excluded.
- Set the discount authority for real-time social engagement and require justification.
- Agree the attribution model for real-time social engagement and state its known limits.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
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