Social Media and Online Marketing

Course Description

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.

Course Outline

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.

• Facebook
• Twitter
• LinkedIn
• Blogging
• Pinterest
• Instagram
• Google +
• YouTube

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.

Working Efficiently

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 the 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.

Introductions and Overview

Surveying the playing field: what’s happening with your brand online?
Why this matters? Increasingly online world where the rules of PR & Marketing are changing fast.

• Find out what’s out there about your company: Collecting the data
• Google searches
• Social Media Searches
• Keeping the data flowing: Google Alerts

Social Media Platforms: Which ones to use?

Overview of each platform listed, their uses to you, demographics, limitations, problems, strategies, etiquettes.

• Facebook
• Twitter
• LinkedIn
• Pinterest
• Instagram
• Google +
• YouTube (etc)

Choosing the right social media mix for your organisation... test - measure - analyse - evaluate.

It’s All Wired Up!

• Search Engine Optimisation
• The importance of looking holistically at your web presence.
• Where are you trying to drive traffic (website?)
• Is it (your site) up to the job? Clear call to action?

Collect, Analyse & Leverage the data (Analytics)

• Is your strategy working?
• Measurement tools.
• Interpreting the data
• Feedback data to improve your social marketing strategy

Become a Blogger

• Strategies to get your blogging started
• Research, review, comment, blog, engage
• Running a separate blog
• Blog etiquette
• Integration with other online activity.

Online Reputation Management (ORM)

DISCOUNTS:

• GROUP BOOKING - 20% off group booking for 3 or more people* from the same organisation.

Code: Group20%

• ALUMNI LOYALTY SCHEME - 20% off any course fee*.

Code: Alumni20%

• 2 FOR 1 - bring a colleague, friend or family member for free* on the same course

Code: 2for1

• FREELANCERS AND CHARITIES - 15% off any course fee*.

Code: FCH15%

* The offers are subject to availability and cannot be used in conjunction with any other offer. Terms and conditions apply.

• Create the content
• Own the search results - control the content
• Engage with the audience
• Target influencial bloggers and social media movers & shakers. Engage.
• Listen