1.
Masterclass
19TH - 20TH SEPTEMBER 2016
INTERCONTINENTAL HOTEL
Nairobi, KENYA
AWARD WINNING - Marketing guru
Michael Leander’s
Presents
Digital Marketing Masterclass.
Don’t miss this opportunity to learn
how to get outstanding results
through digital- and mobile
marketing.
Attend this highly rated digital
marketing masterclass to
> Increase your marketing efficiency to create better
results and higher ROI
> Learn new skills that will help you succeed in digital
and mobile marketing
> Ensure you are on top of the latest digital and mobile
marketing developments
> Get world class inspiration from a highly experienced,
award winning marketing professional
> Take an active part in the digital and mobile
revolution in Tanzania and Africa
ABMC INTERNATIONAL IS
ACCREDITED BY THE NATIONAL
INDUSTRIAL TRAINING AUTHORITY
IN KENYA (NITA) - NITA/TRN/870
THE FIRST 5 DELEGATES
TO BOOK WILL GET A
FREE TABLET PC
BOOK & PAY NOW !
ACCESS BUSINESS MANAGEMENT CONFERENCING INTERNATIONAL LTD
A.B.M.C INTERNATIONAL LTD
LEADERS IN BUSINESS TRAINING
Access Business Management Conferencing
(ABMC) International,
Head Office: Nairobi, Kenya, Westlands, Mpaka Road,
Mpaka Plaza, 2nd Floor, Right Wing, Suite No. 205
Tel No.: +254 20 4031000, +254 772 222004/5/7
Email: info@intl-abmc.com, Web: www.intl-abmc.com

2.
Masterclass
Covering important aspects of digital marketing and mobile marketing, the Digital Marketing Masterclass will give you concrete
advice and tips you can use to improve your digital marketing activities.
Delivered in a fast paced, highly engaging way, the masterclass will open your eyes to the possibilities offered by digital
marketing and mobile marketing.
You will see world class marketing examples, learn the latest techniques and better understand how to get results with digital
marketing.
All attendees will receive a Certificate of Completion issued jointly by international training institute Markedu and ABMC.
“
About this Masterclass
Michael Leander has trained professionals in over 40 countries on 6
continents. Here is what some of them said:
The digital marketing masterclass changed my
life
Nancy Rizkallah,
Marketing Manager,
Soliman Travel, Egypt
“
Michael was one of few who gave us clear and
practical tips at the University of New York MBA
Course in International Marketing
“
I recommend his seminar to all who need a
strategic approach to digital and content
marketing
Sales manager,
Czech Republic
Martin Vitek,
Professor Zozeta Miliopoulou
American College of Greece
“
Very entertaining, one of the best with excellent
content and delivery
Aimee Prendergast,
Head of Brand,
Betway Group, Ireland
“
So many people think they've got social media
cracked, but Michael really does have the secret
of how to do it right.
Denis Thornton,
Cleantech Entreprenur,
United Kingdom
About Michael Leander
An internet marketing pioneer, Michael Leander is an award
winning marketer and speaker. Hailing from Denmark, Mr.
Leander has been actively involved in digital marketing since
1996.
He has worked with many global brands, trained tens of
thousands and shared his knowledge with audiences in over
40 countries on 6 continents.
Michael Leander has also judged marketing award shows in
over 15 countries.
More about Michael Leander here http://www.michaelleander.me

3.
Masterclass
Programme
Day 1
09:00 Welcome address
09:15 Your Digital Marketing Ecosystem: How to improve and
how to fit in a winning mobility strategy
- What does an effective digital marketing ecosystem look like; what
are the challenges marketer’s faces and how to overcome them
- What are the key components for successfully bringing your message
to your audience through digital channels
- How do you integrate your digital marketing presence with the rest
of your marketing mix
- What is the role you can expect mobility (mobile across all devices) to
play in the coming years
10:30 Break
10:45 The State of Digital Marketing in Tanzania – guest speaker
Learn about the current state of digital marketing in Tanzania. Get the
latest numbers and learn what the latest trends are.
11:15 How to build a compelling online presence: What you need
to know to create a top performing website
This session covers the key components to establishing a high
performing website. A website that attracts visitors and converts them
to customers.
- Setting objectives for your website and how to measure your goals
- Structuring your website and deciding content for your website
- Best practices for designing your website with the funnel principle
- Learn how to implement MWR’s Most Wanted Responses
- 7 easy tips anyone can implement now for increased performance
12:30 Lunch
13:30 Review of your company website – fun exercise
In this session Michael Leander will review 5 websites and provide his
input on what is good and bad. Attendees will learn a lot from this
exercise.
14:00 Make Google your friend ! SEO for anyone: The 5 key
components that can help you attract more traffic from search
engines
Best practices for getting more free traffic from Google and other
search engines.
14:45 Tea break
15:15 How to attract and retain an audience with content marketing
In this super engaging session, you will get to do exercises and learn
about all types of content. This session is guaranteed to leave you with
at least 5 new, fresh ideas.
- How to get started with content marketing
- How to create your content concept and make it work
- Quick tip: What is OPC and how do you apply it
- How to increase shares and interactions through content rich
marketing
- How to approach content, repurposing of content in social media and
other channels
- Best practices for branded content
This session includes engaging & fun practical exercises based on
principles you can use in your own work.
17:00 End of day 1
09:30 Introduction to the RACE model
The RACE model is a planning model for digital and mobile marketing. In this
morning session you will be introduced to the model, which will help you better
plan and manage your digital marketing activities and campaigns.
10:00 Make words and language your friend: A simple guide to building
effective texts for any digital channel: online, social, mobile
- Understand how people read, scan and filter online and in mobile
- The ABOA (Attribute, Benefit, Objective, Answer) model and how to use it
- Case studies using words to make a difference in social media channels
- Building winning headlines for any digital marketing assets
- Exercise that will show you how you can quickly hone your writing skills, even
if you are not a copywriter
Break
11:30 REACH: How to plan effective campaigns for branding, acquisition
and just about anything else.
- how to plan any type of marketing campaign
- how to reach your audience online and on mobile devices
- case studies that will wow you and inspire you
12:30 Lunch
13:30 Social media best practices: The 10 Golden Rules for Successful
Social Media Presence for branding, customer acquisition and customer
care
- planning your social media efforts
- setting goals for your social media activities and how you measure
- how to use social media for effective customer service: create service
experiences that sell.
- how to listen online and use sentiment analysis
- world class examples and case studies for your inspiration
15:00 Tea/coffee break
15:30 Mobile marketing crash-course; from location based marketing to
sticky apps
Mobile marketing offers a plethora of opportunities for the savvy marketer.
In this session, you will hear about;
> how to create a strategy for effectively engaging the mobile audience
> what is location based marketing and how can you leverage these
opportunities
> how to create apps that attracts a large audience and makes your audience
engage with the app frequently
> case studies from around the world
17:00 Certificate Ceremony: Get your certificate and photo opportunity
17:45 End of the Digital Marketing Masterclass.
Day 2
ACCESS BUSINESS MANAGEMENT CONFERENCING INTERNATIONAL LTD
A.B.M.C INTERNATIONAL LTD
LEADERS IN BUSINESS TRAINING
Access Business Management Conferencing
(ABMC) International,
Head Office: Nairobi, Kenya, Westlands,
Mpaka Road, Mpaka Plaza, 2nd Floor,
Right Wing, Suite No. 205
Tel No.: +254 20 4031000, +254 772 222004/5
Email: info@intl-abmc.com,
Web: www.intl-abmc.com