Enterprise Social Media Communications - 2012

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2012 Enterprise Learning & Development Programmes

Social Media Communications

PROGRAMME ENQUIRIESCONTACT: NORMAN NG ∙ EMAIL: [email protected] ∙ DID: (65) 6680-3827 ∙FAX: (65) 6680-3827

∙ ADDRESS: 1 FULLERTON ROAD, #02-01, ONE FULLERTON, SINGAPORE 049213 WEBSITE: WWW.ICONMEDIA.COM.SG

mailto:[email protected]


http://WWW.ICONMEDIA.COM.SG


Our PhilosophyAn enterpriseʼs most valuable asset are its People, engines that chart future growth and brand equities. And in IMG, our innovative programmes empower People to strategise and develop high impact & engaging public relations & communications.

Our ApproachDeep Industry Knowledge - With a wealth of professional experience

spanning over 10 industries, IMG is best equipped to share extensive tacit knowledge on Social Media; Crisis Comms; Media Management / Operations; Government Comms.; Public Relations, & Marketing Comms.

World Class Learning Pedagogies - IMG adopts only the best learning techniques, giving you strong returns on your training investments. Eachprogramme is meticulously designed with a robust mix of technical development, practical activities & problem based learning scenarios.

Customised Curriculums - 100% custom designed, because no two communication contexts are alike, therefore we cater to the specific communication profiles and of each client. Whether you require 20min symposiums to multi-day training curriculums, we’ve got your training & development needs fully covered.

PROGRAMMES

Harnessing Social Media for Enterprise Communications

Integrating Social & Mainstream Media

Facebook for Effective Public Engagement & Comms.

Crisis Comms in Social Media

APPLICATIONS

Public Relations Management

Corporate Branding

Communications Strategies

ICON MEDIA GROUP - ENTERPRISE LEARNING & DEVELOPMENT PROGRAMMES 2012

Influence your Branding & Shape Stakeholders Experience with our innovative, high impact & engaging social media solutions

Our AssuranceIMG has successfully delivered communication solutions to diverse industries, include Fortune 500 enterprises & government ministries. Our participants include whole-of-government participants including Div 1 Directors, Foreign Dignitaries, & PR / Comms. Senior Managers.

“Icon Media reminded our team of the core tenets of communications - our company identity, the audience we serve and clarity of message.” Bjorn Lee, CEO, Stickery (Co funded by Google Ventures)

Norman NgManaging Director, IMG

CONTACT: NORMAN NG ∙ EMAIL: [email protected] ∙ DID: (65) 6680-3827 ∙FAX: (65) 6680-3827 ∙ ADDRESS: 1 FULLERTON ROAD, #02-01, ONE FULLERTON, SINGAPORE 049213

WEBSITE: WWW.ICONMEDIA.COM.SG

Our Part ic ipantsINVESTOR NEWSLETTER ISSUE N°3 FALL 2009ICON MEDIA GROUP - ENTERPRISE LEARNING & DEVELOPMENT PROGRAMMES 2012

Partial Participant ListSome of our partner participants include Div 1 Directors, Managers and visiting foreign delegates with roles in Strategic Planning, Corporate Developement, PR & Corporate Communications. Some of whom are listed as follows:

• Asulham Rane, Chief Narcotics Officer, Brunei Narcotics Control Bureau

• Chang Gim Fook, Superintendent, CNB

• Dr. Lim Siew Mei, Country Director (China), BCA

• Foo Peng Jang, Press Sec. to Emeritus Senior Minister’s Office

• Jason Toh, Senior Curator, NHB

• Karen Lim, Corporate Communications Manager, RGS

• Lim Jing Ting, Asst. Manager, Media Relations, MOH

• Lim Soh Din, Deputy Director, Media Programmes, MICA

• Loke Chee Peng, Cluster Superintendent, MOE • Mary Lee, Cluster Superintendent, MOE

• Michelle Loh, Relationship Manager, Talent Engagement & Outreach Directorate, PMO

• Richard Au-Yeung, Chief Inspector, Hong Kong Police Force

• Teo Chin Seng, Superintendent, CNB

• Wendy Koh, Asst. Director (Corp), PA

ICON MEDIA GROUPYOUR trusted partner in

enterprise learning & development

Participants’ Organisations• Agri-Food & Veterinary Authority

• Building & Construction Authority

• Brunei Narcotics Control Bureau

• Casino Regulatory Authority

• Central Narcotics Bureau

• Hong Kong Police Force

• Housing & Development Board

• McGraw-Hill Companies

• Ministry of Information, Communications & the Arts

• Ministry of Defence

• Ministry of Education

• Ministry of Health

• Ministry of National Development

• National Heritage Board

• Urban Redevelopment Authority

• People’s Association

• Prime Minister’s Office

• Raffles Girls’ School

• Raffles Institution

• Singapore Police Force

• Standard & Poors







Our Programmes

LEARNING OBJECTIVES

Recognise the opportunities & risks of integrating social media into your organisation’s communication activities

Identify ways to leverage on social media to the greatest advantage for your organisation

Use the appropriate channels for your organisation’s communication activities

Apply social media in public relations, customer relations, crisis communications.

Understand the different ways to measure the effectiveness of social media communications

INVESTOR NEWSLETTER ISSUE N°3 FALL 2009ICON MEDIA GROUP - ENTERPRISE LEARNING & DEVELOPMENT PROGRAMMES 2012

Harnessing Social Media for Enterprise Communications

SynopsisSocial Media has profoundly impacted public communications, changing the way Public-Private Enterprises engage, dialogue and communicate with stakeholders, who have gained unprecedented access to more diverse information beyond official public communication channels from diverse on & offline sources.

Perceptions and stakeholder experiences will be influenced and shaped in a dynamic manner, with resultant impacts to enterprise branding and stakeholder engagements

This programme will expose you to current social media trends, the opportunities & conflicts; as well as ways to harness the full potential of social media towards effective enterprise branding & stakeholder communications.

Outline• Changing communication

environment: What makes Social Media “Social?

• Tools of the trade• Evolving trends in social media

comms.• Social media consumption

patterns in stakeholders• Social media & enterprise

communications• Review impact and role of Social

media vs. mainstream media.

• Crisis Comms & Social Media.• Public Relations & customer

relationship management in social media.

• Monitoring & Analytics in Social media







Our Programmes

LEARNING OBJECTIVES

Strategise and plan a public comms. campaign by integrating mainstream & social media.

Leverage on social media to generate interest, participation & engender support, particularly from online communities.

Understand how to effectively engage the public through social media marketing & communication solutions.

Develop strategies to create & sustain 3rd party endorsers as a public organisation's “social media ambassadors”.

Measure & evaluate the relative effectiveness between conventional vs. social media campaigns.


Integrating Social & Mainstream Media

SynopsisSocial media has dramatically changed the communication landscape, shifting the way we interact, share, engage and learn.

Public communications therefore face an imminent danger of losing relevance through public disengagement, if public agencies inadequately adapt public communication strategies

This programme serves to empower public officers with clear and decisive frameworks and tactics to optimally integrate new / social media with their existing communication strategies / plans.

Outline• New challenges arising from

social media on public engagement & communications.

• How mainstream media is evolving with the advent of social media.

• Review the current impacts & future challenges.

• Review how the government & local mainstream media can collaborate as strategic partners in the new media landscape.

• Review international case studies on integrated mainstream & social media public communications.

• Identify & plan enterprise wide operational and resource roadmap to support new media communication efforts.

• Learn how to strategise & plan an integrated public communications campaign.

• Study way to incubate a supportive online community as “social media ambassadors”.

• Understand & incorporate conventional and social media analytics.







Our Programmes

LEARNING OBJECTIVES

Understand thecharacteristics, reach, & impact of Facebook on Public Social Media Communications

Develop purposeful, & interesting content on Facebook to engage audiences

Develop diverse public engagement strategies for segmented target audiences on Facebook

Align & integrate Facebook marketing, promotion & public relation activities to other social media comms. campaigns

Understand Facebook monitoring & analysis on initiatives, & audience behaviour


Facebook for Effective Public Engagement & CommunicationsSynopsisFacebook, as a leading Social Media Communication platform, has revolutionised the way government enterprises and its leaders have engaged, interacted and networked with its public stakeholders.

The general public now has greater access to the government, information sharing is instantaneous, and they have gained unprecedented access to more diverse information beyond official public communication channels.

To optimally influence the public’s sentiments through social media communications such as Facebook, this programme serves to equip public leaders with key management strategies to effectively generate content & engage audiences through sustainable social media campaigns.

Outline• Key characteristics, reach and

impact of social networking sites, esp. Facebook

• How to leverage on Facebook for public communications and engagement

• Segmenting diverse facebook public participants (number of participants, official vs community) & management strategies

• Understand and evaluate how to market, promote, & advertise on Facebook

• Background understanding on measuring, monitoring & analysing your Facebook initiative

• Effective moderation of audience comments

• How to create, maintain & sustain a Facebook initiative

• Broad understanding on effective content developing & writing for Facebook

• How to enrich your Facebook initiative with interactive audio / visual content.

• Understand the purposes and usefulness of Facebook applications such as Community pages, event pages.







Our Programmes

LEARNING OBJECTIVES

Understand impact of social media in crisis comms.

Identify stakeholder issues / concerns

Develop strategic communication themes & messages

Learn Attribution Theory framework to manage a crisis

Learn moderation techniques to manage negative online postings


Crisis Communications in Social MediaSynopsisIn the era of social media, anybody can create and disseminate “news” contents. These “Citizen Journalists” can now rally stakeholder support as widely and as effectively as big budget news organisations.

Couple this with the internet's ability to provide instantaneous news on a 24/7 basis, consolidated and indexed, social media has fundamentally altered the way individuals receive news and gather information. In this new information environment, these digital conversations can adversely influence the brand and reputation of enterprises.

This programme is designed to support enterprises in adapt and leverage on relevant social media crisis communications strategies to effectively manage and sustain its brand equity in a crisis.

Outline• Implications of social media on

crisis comms.

• 5 essential elements of crisis comms. plans

• Understand a crisis cycle and crisis identification

• Understanding stakeholders concerns in a crisis

• Conduct a stakeholder analysis to determine strategic communication themes & messages

• Understand the use of attribution theory to develop appropriate crisis response strategies

• Understand the SCAER framework as a moderation tool on negative online postings



