Duration: One day course: 9.30am - 5pm, including lunch

Date: Thursday 23rd February 2012

Venue: Reed Media offices, London

Tutor: Jon Reed

This course is also available in-house - contact Jon for details.

Includes a free copy of Jon Reed's book Get Up to Speed with Online Marketing 

This course is for senior marketing and communications staff in medium to large organizations who need to understand social media. You will come away with the management skills needed to be an effective social media facilitator.

Aims

Many organizations  are now using a range of social media in their marketing mix, such as Twitter, Facebook, LinkedIn, blogs, video and podcasts. For larger organizations in particular, while staff may have been using these tools for a while, there comes a point for many where order needs restoring, or the workload becomes unmanageable. Departmental or corporate-level policies, guidelines and strategies need implementing, procedures for initiating social media campaigns need working out, and strategies for managing time, people and resources need thinking through.

Previously only available in-house, this workshop offers both a strategic overview of social media tools and help with developing strategy, policy and guidelines. Through a combination of presentation, discussion and activity, it will provide managers with the tools they need to empower their staff to use social media marketing appropriately and with confidence.

Some experience of digital marketing and/or social media is helpful for this workshop.

Learning Outcomes

By the end of the session participants will:

• have an understanding of social media marketing strategy
• understand key principles of social media marketing management, including managing resources, time and people
• appreciate  how social media integrates with other digital marketing – and offline marketing – to meet objectives
• have the confidence to guide staff on the strategic use of social media marketing
• be equipped to develop social media marketing strategy, policies, guidelines and planning tools.

Your Learning Package includes:

• one-day workshop
• FREE copy of Jon Reed's book Get Up to Speed with Online Marketing
• online access to PDFs of resources, worksheets and slides
• follow-up support via an online discussion board
• Planning tools, templates and workflows to adapt for your own teams
• 20 pages of PDF handouts including "A-Z of Social Media" and "Social Media Toolkit"
• A Certificate of Attendance that may be used as evidence of training to count towards your Continuing Professional Development (CPD) target.

Agenda

MORNING
The morning session will introduce key concepts, principles and tools, including how to plan a campaign, which social media marketing tools to choose, and how to use them strategically. Examples will be used to illustrate best practice.

09.30 - Welcome and Objectives

09.45 - Managing Social Media – an overview of principles and planning tools for developing a social media marketing campaign. This will include creating marketing plans, setting objectives, identifying calls to action and measuring results. Planning an integrated marketing campaign that includes a range of online and offline channels will be discussed. A workflow for planning, monitoring and measuring social media campaigns will be introduced.

10.30 - Social Media Marketing Tools –  a strategic overview of social media marketing tools such as blogs, podcasts, video, and social networks such as Facebook, LinkedIn and Twitter. This will include risks and benefits of using social media, which will inform the discussion around developing guidelines/policy in the afternoon session.

12.30 - 13.30 LUNCH

AFTERNOON
The afternoon session will cover key aspects of social media management: managing time, people and resources. We will also look in more detail at metrics, and then move on to discussion of how to lead social media marketing campaigns, including the policies, guidelines and procedures required.

13.30 - Managing Time – Since budgeting for a digital marketing campaign is often in time rather than money, strategies and tools for managing time will be presented, including aggregation, planning and scheduling, using spreadsheets, editorial calendars and online third-party tools.

14.15 - Managing People and Resources - What sort of help do you require? Who will actually be doing the day-to-day updates and content creation? What guidelines and support can you offer them? When and how should you hire a social media manager, use a technical specialist or outsource key tasks?

14.45 - Measuring Success – How do you monitor the success of campaigns? What metrics will you use?

15.30 - Leading and Directing Social Media Marketing Campaigns - What guidelines, policies, procedures and workflow will you implement? How will these be communicated within the organization? Which planning tools can you provide to staff to support their digital marketing efforts? How will you manage risk? How directive should you be?

16.30 - Developing a Social Media Marketing Framework – Putting it all together; wrap-up, discussion and action points.

17.00    END

Follow-up

Participants will have access to a secure area of the Reed Media website, where they will be able to download slides and handouts. Handouts will be made available in advance of the session, and slides uploaded after the session. Follow-up questions relating to the session may be submitted via the online discussion board.

About Jon Reed

Jon Reed is a social media consultant who previously worked in academic publishing for 10 years, including as publishing director for McGraw-Hill.

He is the author of Get Up to Speed with Online Marketing: How to use websites, blogs, social networking and much more (FT Prentice Hall, 2010) and lectures on social media on a number of courses, including at Birkbeck, Brunel, Bath Spa and City Universities.

His blog, Publishing Talk, is a key destination site for authors and publishers wanting to learn more about the marketing possibilities of social media. It has over 180,000 followers on Twitter, making it one of the most followed Twitter accounts in the publishing world, and the most influential according to Twitter directory WeFollow.

Follow him on Twitter at @jonreed or connect with him on LinkedIn.

Publications

• The Publishing Talk Guide to Twitter (Reed Media, 2011)
• Get Up to Speed with Online Marketing: How to use websites, blogs, social networking and much more (FT Prentice Hall, 2010)
• “Small and Mighty”, The Deal: The Official Magazine of the London Book Fair, Spring 2009, pp12-14 (available atpublishingtalk.eu)
• “Time to Talk”, The Deal: The official magazine of the London Book Fair (Spring 2008), pp12-15 (available atpublishingtalk.eu)
• “Selling Yourself Online”, The Writer's Handbook 2009, Palgrave Macmillan (July 2008), pp9-13

Booking

Cost: £347 +VAT per participant. Includes:

• One-day workshop
• Refreshments
• Lunch
• PDFs of resources, worksheets and slides, which can be accessed online
• FREE copy of Get Up to Speed with Online Marketing
• FREE follow-up support via the discussion board on the resource site.

Places available: this workshop usually runs with a minimum of 6 participants, but may occasionally run with fewer.

Cancellations: You can cancel 4 weeks or more before a workshop for a full refund. For cancellations of 1-4 weeks before a workshop, a charge of 50% of the course fee will apply unless we can re-fill the place or you can substitute a delegate. We cannot issue refunds for cancellations within 1 week of a workshop, and the full fee will apply. We reserve the right to cancel workshops at short notice if dates are under-subscribed, in which case you may opt for a full refund or a place on another workshop. Please check with us prior to making travel arrangements, unless we've confirmed the date by sending you a login to the workshop resource site.

This workshop can also be run as an in-house training course. Contact Jon for more information.