This two day course is designed to help you develop a social media and online marketing strategy for your business. We will investigate various social media platforms (Facebook, Twitter, LinkedIn, Pinterest, Blogging etc) to find out which mix is the best for your needs, and learn best practices. You will learn how to monitor what people are saying about your business (your organisation and brands) online and look at ways of combatting negative comments.
We will investigate case studies from successful online marketing promotions across the various platforms, and use these in the development of your own social media marketing strategies.
We will also show you how to access the wealth of data online which allows you to accurately measure the results of your campaigns, and influence future campaign strategies.
Day 1: Morning Session
Reputation Management online: an introduction
Surveying the playing field: what’s happening with your brand online, and why does this matter? The fast pace of change online has to be reflected in your marketing, communications and PR strategies in order to keep up with the competition. Online and offline reputation management should be considered holistically.
Find out what’s out there about your company: collecting the data
- Google searches
- Social Media Searches
- Keeping the data flowing: Google Alerts
- Reinforcing & adding to your online presence to flood the front pages of google searches
Overview of Social Media Platforms
Surveying the playing field: what’s happening with your brand online? A quick round-up of all the main various social media platforms out there.
Overview of each platform listed, their uses to you, demographics, limitations, problems, strategies, etiquettes.
- Google +
What value do these have for your business (and which platforms are best used to achieve your aims)?
Day 1: Afternoon Session
Successful Campaign Case Studies
We will present and discuss a range of case studies from successful online campaigns, covering a wide range of companies and campaigns across the many platforms available. Case studies include campaigns by KLM, Ben&Jerry’s, Nike, Jay Z & Bing, The Gap, The British Heart Foundation & Cadbury’s.
We will investigate the range of 3rd party tools available to help you be more efficient in your social media and online marketing.
Day 2: Morning Session
Developing Your Strategy
Delegates will work in small teams, with each given a brief to develop a social media strategy. Groups will feed back to the whole class in order that we can learn from each other’s ideas.
This will be supported by more real-world case studies. By the end of this session you will have the knowledge and tools required to develop a bespoke social media marketing strategy for your business. We will also present you with an ‘8 Steps to an Effective Online Marketing Strategy’ framework.
Day 2: Afternoon Session
The Importance of Great Content
The key to success in social media marketing is developing great content – video, images, competitions, articles etc. We will investigate techniques and look at case studies.
ROI: Measuring Your Results
We will give you the tools to be able to track the effects of your social media marketing (Facebook likes, increased traffic to site, Twitter referrals, increased leads etc).
Issue & Crisis Reputation Management
We will investigate case studies where organisations have faced crises of reputation management and discuss strategies to deal with this eventuality. Case Studies to include BP, Toyota and others.
This training course is not assessed. The course is approved by the CPD Certification Service.
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- Create the content
- Own the search results - control the content
- Engage with the audience
- Target influencial bloggers and social media movers & shakers. Engage.