Developing Social Media Strategy for Business Education

  • Quick Overview
  • Agenda
  • Speakers & Facilitators
  • Who Attends
  • Location & Lodging

Develop Social Media Engagement Strategy

Executive and Management Education units are seeking ways to establish long-term relationships with their audience online and grow their customer base.  According to this year's Econsultancy / Adobe Digital Intelligence Briefing report, the priorities that sit atop [B2B and B2C] marketers' lists are content marketing, social media engagement and targeting and personalization. Not surprisingly, these three priorities either have the same or larger budgets allocates to them (see chart).

ProEd’s own multi-year study of Social Media use by University-Based Business Education centers and conversations during numerous webinars highlighted a need for a forum to discuss best practices and develop strategies to make Social Media work for centers with budget constraints.

Register
Join Social Media leaders and peers from University-Based Business Education centers this September to discover and discuss:
  • Cohesive social media strategy as part of integrated marketing and communication strategy
  • How to justify social media budget allocations
  • State of social media in university-based business education
  • Find your audience – identify your market - channel demographics
  • Audience engagement, content strategy and social selling
  • Best practices in content sharing on different channels
  • Listening, measuring and analytics (from vanity metrics to ROI)
  • Tools and platforms to manage social channels
  • Workflow and posting process organization
  • Social media manager roles and qualifications
  • Working with agencies and in-house
  • Customer service aspects of social media and dealing with unhappy customers
  • Center’s communication policy and alignment with the university’s one
  • Paid advertising, lead generation, and lead nurturing on social media
  • Use of personal social media presence to promote center’s activity
  • Personal preferences vs unit’s voice and tone - how to pick articles to post
  • Connecting to alumni through social media for executive education
  • Managing your personal brand and your school’s overall brand through social media
  • Encouraging us and our teams to be brand ambassadors for our schools
  • and more...

This special 2-day Social Media Institute provides executive education professionals the time and space to learn and engage with peers and industry experts. You'll leave with knowledge of the major elements of an effective audience engagement strategy and some concrete ways to implement them for your organization.

If you have any questions or need assistance please call us at 763-656-3527.

"Would like to see a program by a marketing professionals on how they create Social Media plans for Exec Ed Centers." 
- Participant of the Conference on Management and Executive Development in 2017

Social Media Institute for Executive Education

Why: We all need to learn more from our peers and industry leaders; discover best practices for Social Media audience engagement to retain existing and acquire new customers for our programs. Take time to think about environment, resources, and opportunities, and start developing or updating your center's Social Media strategy.

Who: Executive and Marketing Directors and Managers responsible for overall communication with clients and directing center’s marketing and communications efforts; Social Media Managers and Coordinators of Colleges of Business, Executive Development, and Professional Education

When: 8:00 am - 5:00 pm, September 18,
8:00 am - 4:30 pm, September 19, 2017

Where: Bentley University, Boston, MA

How: Register online today.

Meet new people and reconnect with your peers during ProEd’s engaging and practical Social Media Institute!

Day 1 – September 18, 2017

7:00-8:00            BREAKFAST AT THE HOTEL (Embassy Suites)
8:00-8:15            Transport to Bentley University
8:15-9:00            Welcome and Introductions
9:00-10:30           Integrating Marketing, Customer Service and Social Media

Portia Mount, Senior Vice President, Global Marketing and Chief of Staff,Center for Creative Leadership

10:30-10:45         BREAK
10:45-12:00         Keynote. Trust the Goo: the Very Human Power of Social Media

Katie Martell, A Millennial CMO and entrepreneur. A “marketing expert to follow.” Top 10 marketing writer on LinkedIn (two years running!) Top 3 most influential B2B marketer on Twitter. Top 100 influencer in content marketing.

12:00-1:00           LUNCH
1:00-2:00              Creating a Social Media Profile of Your Audience (Discussion)

Facilitator: Katie Martell

2:00-3:00              State of Social Media in University-Based Business Education

Kristen Pedersen, Senior Strategist, ProEd
Mykola Sarazhynskyy, Vice-President for Marketing Solutions (ProEd)

3:00-3:15              BREAK
3:15-4:45              Engaging With Alumni and Becoming a Brand Ambassador

Devin Bigoness, Executive Director of Executive Education, Cornell University

4:45-5:00              Wrap-up / Next Steps Tomorrow / Evening Overview
5:00-5:15              Transport to Hotel
AFTER 5:30          EVENING ACTIVITIES

Day 2 – September 19, 2017

7:00-8:00              BREAKFAST AT THE HOTEL (Embassy Suites)
8:00-8:15              Transport to Bentley University
8:15-8:30              Review – Steps Forward
8:30-10:15           Aligning Your Content and Team to Create a Winning Social Media Strategy

Christine Robers, Director of Global Marketing, Duke Corporate Education

10:15-10:30         BREAK
10:30-12:00         Audience Needs Assessment, Content Creation and Distribution for Lead Generation

Kip Kelly, Director of Marketing and Public Programs, UNC Executive Development, University of North Carolina at Chapel Hill

12:00-1:00           LUNCH
1:00-2:30              Building and Justifying a Social Media Function With Tight Budgets

Jeff Anderson, Group Director, Global Marketing Communications, Center for Creative Leadership

2:30-2:45              BREAK
2:45-4:00              Establishing Social Media Guidelines and Policies
4:00-4:30              Wrap-up / Review / Next Steps / Evaluations
4:30                        ADJOURN

Register

If you have any questions or need assistance please call us at 763-656-3527.

"Made us realize we are not alone, many overlapping challenges and opportunities. We all have the same battles, pick my most important challenge and focus on them." 
- CMED 2014 Director's Roundtable Participant

Cross Channel Audience

Why: We all need to learn more from our peers and industry leaders; discover best practices for Social Media audience engagement to retain existing and acquire new customers for our programs. Take time to think about environment, resources, and opportunities, and start developing or updating your center's Social Media strategy.

Who: Executive and Marketing Directors and Managers responsible for overall communication with clients and directing center’s marketing and communications efforts; Social Media Managers and Coordinators of Colleges of Business, Executive Development, and Professional Education

When: 8:00 am - 5:00 pm, September 18,
8:00 am - 4:30 pm, September 19, 2017

Where: Bentley University, Boston, MA

How: Register online today.

Meet new people and reconnect with your peers during ProEd’s engaging and practical Social Media Institute!

Institute Speakers and Facilitators:

Opening Speaker:

Portia MountPortia Mount, Senior Vice President, Global Marketing and Chief of Staff, Center for Creative Leadership. She is a member of CCL’s Executive Team and is responsible for leading CCL’s global branding and marketing and communications strategy. As Chief of Staff, she works closely with the CEO to manage the work of CCL’s Board of Governors, Executive, and Management teams. An avid social media user, you can find Portia on Instagram, Twitter and her blog Boss Mom, a career and lifestyle blog for working mothers. Portia holds an M.B.A. from Wake Forest University, an M.A. in cultural anthropology from the University of Wisconsin-Madison and a B.A. in visual anthropology from Mills College.

Keynote Speaker:

Katie MartellKatie Martell, co-founder and CMO of customer intelligence startup Cintell, got her start in the marketing world at B2B data service provider NetProspex. The Emerson College graduate subsequently served in content and communications roles at PR agency Version 2.0 Communications and research firm Aberdeen Group.

Katie has been recognized as: One of the top 10 marketing writers on LinkedIn,  #3 Most influential B2B marketer on Twitter, A “marketing expert to follow” by CIO Magazine, One of 20 Women to Watch in Sales Lead Management, and Top 100 influencer in content marketing.

As CMO and Co-Founder of marketing technology startup Cintell, Katie built a brand from the ground up and evangelized the importance of customer-centric marketing, earning recognition as a Gartner Cool Vendor in Content Marketing, a top B2B marketing brand by Onalytica, Favorite New Product at Mass Innovation Night, an eye-catching startup by Venturefizz, member of MassChallenge 2015, one of 16 Boston startups to watch by Bostinno, TiE Silicon Valley top startup 2015.

Presenters and Facilitators (alphabetical order):

Jeff AndersonJeff Anderson, Group Director, Global Marketing Communications, Center for Creative Leadership. As a communications leader with more than 20 years of marketing, sales and management experience, Jeff specializes in creating innovative communication initiatives and client experiences that drive results. Jeff has worked across a variety of industries including executive development, publishing, advertising, pharmaceutical and financial services. Jeff is currently the Group Director of Global Marketing Communications at the Center for Creative Leadership, a global organization consistently known for their world-class research and leadership development offerings focused on delivering results that matter to their clients and society as a whole.

Devin BigonessDevin Bigoness, Executive Director for Executive Education at the Johnson School at Cornell University. Devin is responsible for the design, development and strategy for the growth and success of non-degree executive education offerings including both customized and open-enrollment programs. Prior to joining Johnson in February 2013, he served as a Project Director for Duke Corporate Education based in New York and previously London as part of the organization’s joint venture with the London School of Economics since 2008. Devin facilitated the design and development of customized executive education programs including client relationship management, program design and deliveries, business development, budget creation and implementation, supplier engagement, and overall project leadership. Devin has also served as a classroom facilitator on global programs focused on leadership, brand management and communications.

Kip KellyKip Kelly is Director of Marketing and Public Programs for UNC Executive Development. He is also responsible for the portfolio of non-degree, open enrollment executive education programs available through UNC Kenan-Flagler Business School, including the Executive Development Institute. Prior to joining UNC, Kip served as Director of Executive Education at Duke University’s Fuqua School of Business where he also oversaw the non-degree open-enrollment programs. Kip has a broad marketing background having worked with a variety of brands for clients including Nestle, Con Agra, and Michelin, among others.

Kip received his BA in Mass Communication from James Madison University and a Masters of Arts in Liberal Studies at Duke University. A native of New Jersey, Kip and his family currently reside in Hillsborough, NC

Kristen PedersenKristen Pedersen, combines advanced research tools with communication expertise to deliver applicable knowledge about Social Media use in Executive and Management Education. She is a former Director of the Center for Executive and Professional Education at Portland State University (CEPE) and holds Ph.D in Public Communication. At CEPE, she Increased revenue 32% after implementing an integrated marketing plan, with an emphasis on social channels. Currently she is a strategic communication consultant, researcher, and writer with ProEd.
Kristen's focus is on internal and external communication, especially as it relates to organizational and personal values, authenticity, best practices, and transparency. She has a deep background in university executive and professional education, adult learning, and professional development. In addition to consulting, she is an adjunct professor in all areas of communication, from strategic communication and crisis communication, to journalism, media studies, and organizational behavior.

Christine RobersChristine Robers leads Duke Corporate Education’s global marketing strategy and communications. She sets strategy for marketing and communication with clients, prospects, media and partners of Duke Corporate Education (Duke CE). Christine works with professionals and networks around the world to communicate Duke CE's brand and offerings and manages Duke CE’s digital marketing strategy. She manages Duke CE thought leadership and partnership in Dialogue, a world-class quarterly journal, bringing the best of business and leadership thinking to managers and leaders around the world. Christine drives PR and communications initiatives and also develops the conference strategy that convenes Duke CE events around the world. Christine has worked with Duke CE since its inception in 2000. Prior to her marketing role, she helped design and deliver innovative experiential learning solutions for several global clients. Before coming to Duke CE, Christine worked as a consultant for Accenture. Christine earned her B.A. from Duke University and her M.A. from the University of North Carolina at Chapel Hill.

Mykola SarazhynskyyMykola Sarazhynskyy, Vice-President, Marketing Solutions, ProEd. Mykola oversees integrated campaign management including email and direct marketing, paid search marketing, social media, search engine optimization and web analytics, lead generation and nurturing. Prior to his current role Mykola served 6.5 years as a Marketing Director of Executive Education and a Director of Marketing Systems at the College of Business of the University of St. Thomas. He lead a team of marketing and customer service professionals delivering brand-consistent online and in-person pre- and post-program experience. Regarded for an ability to implement complex changes that have a transformative impact on marketing effectiveness and are critical to bottom-line growth. He has teaching and speaking experience in graduate and non-degree programs on various topics of Internet Marketing and Online Lead Generation.

Joy UyenoJoy Uyeno, Social Media Marketing Manager at Bentley University. Through the use of photography, videography and short form writing, she works to share the stories of the people within the Bentley community. She is focused on creating a dialogue with prospective students, current students, alumni, family and friends of the university through social media. Joy previously managed the social media accounts at the University of Massachusetts Lowell and co-founded the social media and blogging conference The Hello Sessions. She holds a M.A. in writing, literature and publishing from Emerson College and a B.A. in English from the University of Hawaiʻi at Mānoa.

Register

If you have any questions or need assistance please call us at 763-656-3527.

"Looking forward to the learning, the sharing, and to seeing friends from across many CMED conferences. CMED has been a critical part of my professional development. So many memories. So many friends. Even after over four decades in the business of executive education, across four universities, I always know I'll learn a lot, and I'm always willing to share and to try to raise the bar for our industry. Let's make this the best one ever!" 
- Bric Wheeler, Director of Graduate & Executive Education, University of Tennessee

 

Number os LinkedIn followers in Executive Education

Why: We all need to learn more from our peers and industry leaders; discover best practices for Social Media audience engagement to retain existing and acquire new customers for our programs. Take time to think about environment, resources, and opportunities, and start developing or updating your center's Social Media strategy.

Who: Executive and Marketing Directors and Managers responsible for overall communication with clients and directing center’s marketing and communications efforts; Social Media Managers and Coordinators of Colleges of Business, Executive Development, and Professional Education

When: 8:00 am - 5:00 pm, September 18,
8:00 am - 4:30 pm, September 19, 2017

Where: Bentley University, Boston, MA

How: Register online today.

Meet new people and reconnect with your peers during ProEd’s engaging and practical Social Media Institute!

Who Attends Social Media Institute

This program is designed for people responsible for developing and implementing Social Media strategies for degree and non-degree business, professional, and executive education centers at universities. This usually includes executive education and graduate program units in business schools, management or professional development units within continuing education schools, or stand-alone entities reporting directly to a dean or other high level administrator. In most cases, attendees have titles that include Director, Executive Director, Marketing Director or Managers, Social Media Manager or Coordinator. They all have the common challenge of creating and maintaining mutually beneficial relationships with past, existing and prospective customers.

If this sounds like you, please join us for this 2-day institute to examine your current Social Media activities, explore what works and does not work for others, and develop your unique apporach to engage your audeince.

  • Take advantage of this opportunity to focus on the most critical aspects of the success of your unit
  • Get diverse perspectives and ideas from trusted colleagues facing the same challenges
  • Develop a network of peer mentors
  • Return to your team ready to share ideas and implement your own Social Media strategy and customer engagement model
Register

If you have any questions or need assistance please call us at 763-656-3527.

"What do you do to proactively to enhance the brand of school – not just the center – and create synergetic benefits for the entire organization?" 
- Barry Bales, Assistant Dean for Professional Development at the Lyndon B. Johnson School of Public Affairs, The University of Texas at Austin

Social Media Strategy Conversations

Why: We all need to learn more from our peers and industry leaders; discover best practices for Social Media audience engagement to retain existing and acquire new customers for our programs. Take time to think about environment, resources, and opportunities, and start developing or updating your center's Social Media strategy.

Who: Executive and Marketing Directors and Managers responsible for overall communication with clients and directing center’s marketing and communications efforts; Social Media Managers and Coordinators of Colleges of Business, Executive Development, and Professional Education

When: 8:00 am - 5:00 pm, September 18,
8:00 am - 4:30 pm, September 19, 2017

Where: Bentley University, Boston, MA

How: Register online today.

Meet new people and reconnect with your peers during ProEd’s engaging and practical Social Media Institute!

Location: Bentley University

The program will take place at Bentley University. Session rooms will be announced in July 2017.

Address: 175 Forest Street, Waltham, Massachusetts 02452, USA

Hotel: The Embassy Suites Boston Waltham

Embassy Suites by Hilton Boston Waltham, located along Route 128 and Highway 95 just 20 minutes to downtown Boston and 25 minutes to Logan International Airport, within a short 3-5 minute driving distance to Bentley University.

Enjoy spacious two-room suites, free made-to-order breakfast and a complimentary Evening Reception.

The hotel also provides complimentary parking, a 24-hour BusinessLink™ business center, heated indoor pool, and 24-hour fitness center. Meet with colleagues in the Atrium Lounge in the heart of the hotel.

Hotel Address: 550 Winter Street, Waltham, Massachusetts, 02451, USA

A block of rooms have been reserved for September 17, 2017 - September 20, 2017. The Program's special rate $219/night for 2-Room King-Bed Suites is available until August 19th (we encourage you to make reservations by August 10th) or until the group block is sold-out, whichever comes first.

Book Your Room

If you have any questions or need assistance please call us at 763-656-3527.

"We loved the hotel. Our room was very clean and had a separate room with a sofa,and a large desk. The complimentary breakfast had an omelet station and many breakfast choices. The pool area was nice. Very friendly staff." 
- TripAdvisor Reviewer


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Why: We all need to learn more from our peers and industry leaders; discover best practices for Social Media audience engagement to retain existing and acquire new customers for our programs. Take time to think about environment, resources, and opportunities, and start developing or updating your center's Social Media strategy.

Who: Executive and Marketing Directors and Managers responsible for overall communication with clients and directing center’s marketing and communications efforts; Social Media Managers and Coordinators of Colleges of Business, Executive Development, and Professional Education

When: 8:00 am - 5:00 pm, September 18,
8:00 am - 4:30 pm, September 19, 2017

Where: Bentley University, Boston, MA

How: Register online today.

Meet new people and reconnect with your peers during ProEd’s engaging and practical Social Media Institute!

ProEd Corporation | 8292 Labont Way Suite 202 | Eden Prairie, MN 55344 | 763-656-3527 | Copyright © 2017 ProEd Corporation. All Rights Reserved.