Enterprise Social Media Communications - 2012

2012 Enterprise Learning & Development Programmes

Social Media Communications

PROGRAMME ENQUIRIES
CONTACT: NORMAN NG ∙ EMAIL: NORMAN.NG@ICONMEDIA.COM.SG ∙ DID: (65) 6680-3827 ∙FAX: (65) 6680-3827
∙ ADDRESS: 1 FULLERTON ROAD, #02-01, ONE FULLERTON, SINGAPORE 049213
WEBSITE: WWW.ICONMEDIA.COM.SG

LIBERO PURUS SODALES MAURIS, EU VEHICULA LECTUS VELIT NEC VELIT: www.apple.com/iwork

ICON MEDIA GROUP - ENTERPRISE LEARNING & DEVELOPMENT PROGRAMMES

2012

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

PROGRAMMES Our Philosophy
An enterpriseʼs most valuable asset are its People, engines that chart future
Harnessing Social growth and brand equities. And in IMG, our innovative programmes
empower People to strategise and develop high impact & engaging public
Media for Enterprise
relations & communications.
Communications
Our Approach
Integrating Social &
Deep Industry Knowledge - With a wealth of professional experience
Mainstream Media spanning over 10 industries, IMG is best equipped to share extensive tacit
knowledge on Social Media; Crisis Comms; Media Management /
Facebook for Operations; Government Comms.; Public Relations, & Marketing Comms.
Effective Public
Engagement & World Class Learning Pedagogies - IMG adopts only the best learning
techniques, giving you strong returns on your training investments.
Comms. Eachprogramme is meticulously designed with a robust mix of technical
development, practical activities & problem based learning scenarios.
Crisis Comms in
Social Media 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 &
APPLICATIONS development needs fully covered.

Public Relations Our Assurance
Management
IMG has successfully delivered communication
solutions to diverse industries, include Fortune 500
Corporate Branding enterprises & government ministries. Our participants
include whole-of-government participants including Div
Communications 1 Directors, Foreign Dignitaries, & PR / Comms. Senior
Strategies Managers. Norman Ng
Managing Director, IMG

“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)

ICON MEDIA GROUP - ENTERPRISE
INVESTOR NEWSLETTER ISSUE N°3

LEARNING & DEVELOPMENT PROGRAMMES

FALL 2012
2009

Our Participants
Participants’ Organisations Partial Participant List
• Agri-Food & Veterinary Authority Some of our partner participants include Div 1 Directors, Managers
and visiting foreign delegates with roles in Strategic Planning,
• Building & Construction Authority Corporate Developement, PR & Corporate Communications. Some
of whom are listed as follows:
• Brunei Narcotics Control Bureau
• Asulham Rane, Chief Narcotics Officer, Brunei Narcotics Control
• Casino Regulatory Authority Bureau

• Central Narcotics Bureau • Chang Gim Fook, Superintendent, CNB

• Hong Kong Police Force • Dr. Lim Siew Mei, Country Director (China), BCA

• Housing & Development Board • Foo Peng Jang, Press Sec. to Emeritus Senior Minister’s Office

• McGraw-Hill Companies • Jason Toh, Senior Curator, NHB

• Ministry of Information, • Karen Lim, Corporate Communications Manager, RGS
Communications & the Arts
• Lim Jing Ting, Asst. Manager, Media Relations, MOH
• Ministry of Defence
• Lim Soh Din, Deputy Director, Media Programmes, MICA
• Ministry of Education
• Loke Chee Peng, Cluster Superintendent, MOE
• Ministry of Health
• Mary Lee, Cluster Superintendent, MOE
• Ministry of National Development
• Michelle Loh, Relationship Manager, Talent Engagement & Outreach
• National Heritage Board Directorate, PMO

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

• People’s Association • Teo Chin Seng, Superintendent, CNB

• Prime Minister’s Office • Wendy Koh, Asst. Director (Corp), PA

• Raffles Girls’ School

• Raffles Institution

• Singapore Police Force

• Standard & Poors

ICON MEDIA GROUP
YOUR trusted partner in
enterprise learning & development



FALL 2012
2009

Our Prog rammes
Harnessing Social Media
for Enterprise Communications
LEARNING Synopsis
OBJECTIVES Social 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
Recognise the information beyond official public communication channels from diverse on &
opportunities & risks of offline sources.
integrating social media
Perceptions and stakeholder experiences will be influenced and shaped in a
into your organisation’s dynamic manner, with resultant impacts to enterprise branding and
communication activities 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
Identify ways to media towards effective enterprise branding & stakeholder communications.
leverage on social media
to the greatest advantage
for your organisation

Use the appropriate
channels for your
organisation’s
communication activities

Outline
Apply social media in • Changing communication • Crisis Comms & Social Media.
public relations, customer environment: What makes Social • Public Relations & customer
Media “Social? relationship management in
relations, crisis
• Tools of the trade social media.
communications.
• Evolving trends in social media • Monitoring & Analytics in Social
comms. media

Understand the • Social media consumption
different ways to measure patterns in stakeholders
the effectiveness of social • Social media & enterprise
media communications communications
• Review impact and role of Social
media vs. mainstream media.




FALL 2012
2009

Our Prog rammes
Integrating Social & Mainstream Media

LEARNING Synopsis
OBJECTIVES Social media has dramatically changed the communication landscape,
shifting the way we interact, share, engage and learn.

Strategise and plan a Public communications therefore face an imminent danger of losing relevance
public comms. campaign through public disengagement, if public agencies inadequately adapt public
by integrating mainstream communication strategies
& social media.
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.
Leverage on social
media to generate
interest, participation
& engender support,
particularly from online
communities.

Understand how to
effectively engage the Outline
public through social • New challenges arising from • Identify & plan enterprise wide
media marketing & social media on public operational and resource
engagement & communications. roadmap to support new media
communication solutions.
communication efforts.
• How mainstream media is
evolving with the advent of social • Learn how to strategise & plan an
media. integrated public
Develop strategies to
communications campaign.
create & sustain 3rd party • Review the current impacts &
endorsers as a public future challenges. • Study way to incubate a
organisation's “social supportive online community as
• Review how the government & “social media ambassadors”.
media ambassadors”. local mainstream media can
collaborate as strategic partners • Understand & incorporate
in the new media landscape. conventional and social media
Measure & evaluate the analytics.
• Review international case studies
relative effectiveness on integrated mainstream &
between conventional vs. social media public
social media campaigns. communications.




FALL 2012
2009

Our Prog rammes
Facebook for Effective Public Engagement
& Communications
LEARNING Synopsis
OBJECTIVES Facebook, 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.
Understand the
characteristics, reach, & The general public now has greater access to the government, information
impact of Facebook on sharing is instantaneous, and they have gained unprecedented access to
more diverse information beyond official public communication channels.
Public Social Media
Communications 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.
Develop purposeful, &
interesting content on
Facebook to engage
audiences

Develop diverse public
engagement strategies
for segmented target
audiences on Facebook Outline
• Key characteristics, reach and • Effective moderation of audience
impact of social networking sites, comments
Align & integrate esp. Facebook
Facebook marketing, • How to create, maintain & sustain
• How to leverage on Facebook for a Facebook initiative
promotion & public relation public communications and
activities to other social engagement • Broad understanding on effective
media comms. campaigns content developing & writing for
• Segmenting diverse facebook Facebook
public participants (number of
participants, official vs community) • How to enrich your Facebook
Understand Facebook & management strategies initiative with interactive audio /
monitoring & analysis on visual content.
• Understand and evaluate how to
initiatives, & audience market, promote, & advertise on • Understand the purposes and
behaviour Facebook usefulness of Facebook
applications such as Community
• Background understanding on pages, event pages.
measuring, monitoring & analysing
your Facebook initiative




FALL 2012
2009

Our Prog rammes
Crisis Communications in Social Media
Synopsis
LEARNING
In the era of social media, anybody can create and disseminate “news”
OBJECTIVES contents. These “Citizen Journalists” can now rally stakeholder support as
widely and as effectively as big budget news organisations.
Understand impact of
Couple this with the internet's ability to provide instantaneous news on a
social media in crisis 24/7 basis, consolidated and indexed, social media has fundamentally
comms. 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.
Identify stakeholder
This programme is designed to support enterprises in adapt and leverage on
issues / concerns relevant social media crisis communications strategies to effectively manage
and sustain its brand equity in a crisis.

Develop strategic
communication themes &
messages

Learn Attribution
Theory framework to
manage a crisis Outline
• Conduct a stakeholder analysis to
• Implications of social media on determine strategic
crisis comms. communication themes &
Learn moderation messages
techniques to manage • 5 essential elements of crisis
comms. plans • Understand the use of attribution
negative online postings
theory to develop appropriate
• Understand a crisis cycle and crisis response strategies
crisis identiﬁcation
• Understand the SCAER framework
• Understanding stakeholders as a moderation tool on negative
concerns in a crisis online postings


Enterprise Social Media Communications - 2012

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