Social Media and Online Marketing

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.

"Brilliant, interesting, in-depth and rewarding. I have learnt a lot on social media which could help me in discharging my duties."

- Paul Ali Mshelizah, Chief Press and Public Relations Officer, Nigerian Institute of Transport Technology

Course Content

Day One

MORNING SESSION

REPUTATION MANGEMENT ONLINE: AN INTRODUCTION

Surveying the playing field: what’s happening with your brand online? And why this matters? The fast pace of change online have 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)

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 Two

MORNING SESSION

DEVELOPING YOUR STRATEGY

Delegates will work in small teams, with each given a brief to develop a social media strategy. Groups will feedback 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.

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.

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%

* Offers are subject to availability and cannot be used in conjunction with any other offer. Digital publishing courses are excluded.Terms and conditions apply.