Participation Branding: Strategic Digital Marketing and Social Media Workshop – Feb 24

The Communications Council and AdSchool bring back to Perth Heather Albrecht, Founder and Director of Digital Connections, to deliver her one day workshop, Participation Branding.

An engaging speaker, Heather will aim is to identify the strategic role digital channels and platforms play. The macro trends driving the significant shifts marketers are experiencing in how consumers become aware of and make decisions about products and services will be identified. Along with their implications which are driving the need for a new communications model that leverages consumer participation into Participation Branding.

In a world where media is the ultimate social lubricant, today’s marketing management is about encouraging and not controlling the conversation & participation with and amongst consumers in multi-channel environments. This changes the role of marketing communications from simply the art of persuasion to the art of conversation, and requires a strategic approach to the role of digital marketing and channels in the mix, a role that allows for participation with brands, provides consumers with exceptional interactive experiences, and drives their conversation with and about brands.

We will use digital marketing (including social media) management frameworks to examine how to use digital marketing strategically rather than tactically in the communications mix and will examine the need for organizations to ready themselves for a more transparent, open and collaborative relationship with their customers. Multiple case studies will be used for our examination of the key factors driving both success and failure in this new participatory world of marketing.

Duration: 1 Full Day

Date: Friday 24 February 2012

Time: 8:30 am to 5pm

Venue: GP Kailis Function Room, Kailis Bros, 101 Oxford Close Leederville

Cost: TCC Members – $660; Non TCC Member – $770

For bookings contact: Danielle Norrish, The Communications Council Perth Danielle@communicationscouncil.org.au

Website link here.

Heather Albrecht

Heather is the Founder and Director of digital communications consultancy Digital Connections. She has twelve years’ experience in digital communications plus fifteen in brand and direct marketing, and has long been at the forefront of multi-channel digital marketing strategy. She has always believed in the power of ‘integrated’ communications and has a special talent for helping agencies and clients weave an understanding, appreciation and seamless execution of digital channels throughout the campaign planning and development process.

Heather works across all digital and emerging media channels with a special interest in social media. Heather has trained Australia’s leading media agencies in digital media communications and many major advertising agencies in Australia and Europe. She has developed digital communications strategies for the clients of many major advertising agencies in Australia.

A sought after speaker at Internet conferences, Heather has also been a judge of numerous interactive awards including Chairman of the Judges for the 2003 and 2004 Internet Advertising Awwwards; ADMA Internet Awards; MSN Creative Clique Awards; and the MPNZ web site awards.

Heather also lectured at and coordinated the University of Technology/Australian Federation of Advertising AdSchool Executive Certificate in eMarketing 2003, 2004, and 2005, and lectures at the University of NSW in the Masters of Marketing program in Strategic Digital Marketing.

Check the Adschool website for further details and enrolment form: www.adschool.org.au