November 17, 2015


Course runs from 8 a.m. – noon Registration fee includes course materials, campus parking and catered breakfast.


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About the Program

Many marketers have a love/hate relationship with social media marketing.  They know they “have to do it” that it’s the “right thing to do”, but they continue to struggle with generating tangible, measureable results they can use to justify their social media investment to their CFO and/or CEO.

At this workshop, you will first learn how to think more strategically about your social media marketing plans.  More specifically, you’ll decide what business and marketing metrics you’re trying to impact and what part of the marketing funnel you are trying to influence with social media?  Then you’ll learn some tactics and techniques for generating tangible results (e.g., lead generation, conversion, transactions, etc.) using the major social media networks – Facebook, Twitter, YouTube, Pinterest, LinkedIn and Google+.  


This interactive workshop will help participants:

  • Determine specific objectives and what to measure for their social media marketing plans
  • Develop a social media strategy and plan that’s based on overall business and marketing objectives
  • Develop an executional plan that will generate tangible results through one or more of the following social media networks:
    • Facebook
    • Twitter
    • YouTube
    • Pinterest
    • LinkedIn
    • Google+
  • Understand how to measure the results of their social media efforts


Participants will be able to:

  • Determine what social media networks are right for their brand and their marketing objectives

  • Develop the right social media strategy and plan to achieve their marketing objectives

  • Generate tangible results to support their social media investment


This course is appropriate for a business or marketing leader who wants to determine the optimal role of social media for their organization and their brands; then develop an effective strategy and plan.


Steven Bellach is co-founder of BottomLine Marketing, a strategic business and marketing consulting firm specializing in helping organizations build effective and differentiated marketing strategies and plans. Over his 25-year senior marketing, sales and general management career, Steve has profitably built a broad array of brands at companies ranging from start-up to Fortune 100. Steve most recently served as Vice President, North America Marketing for Jenny Craig; prior to that he was CMO for Provide Commerce/ Steve received Electronic Retailer's Direct to Consumer Marketer of the Year Award. Steve earned his MBA with distinction from the Kellogg Business School at Northwestern University and his B.S. in Economics from the State University of New York at Albany.