Social media marketing is a powerful way for businesses of all sizes to reach prospects and customers. Your customers are already interacting with brands through social media, and if you're not speaking directly to your audience through social platforms like Facebook, Twitter, Instagram, and Pinterest, you're missing out! Great marketing on social media can bring remarkable success to your business, creating devoted brand advocates and even driving leads and sales.
Key Learning Objectives
Connect social media opportunities to your business goals
Understand the unwritten rules of online engagement
Learn how to balance transparency and company policy
Understand how social media connects with other online and offline marketing
Develop a productivity system to ensure your social media time is well spent
Who Should Attend?
Stakeholder and Community Engagement Managers
Marketing in the Age of Authenticity
Why the Age of Authenticity is a genuine revolution
How we got here - the roots of the revolution, and how they should shape your strategy
How social media is transforming marketing, media and communications worldwide
Overview of social media platforms and tools
Setting Goals, Objectives, Strategies and Tactics Social media is almost infinitely measurable - but tying those measurements back to business metrics continues to puzzle the top minds in the industry.
What can social media achieve for your marketing?
What are your organisations goals?
Email and Search Engine Optimisation Just a few years ago, email marketing and search engine optimisation were cutting edge marketing practice. Now, they're old hat, but they're far from dead. This session shows you how email and search engine optimisation fit into your larger online marketing strategy.
Developing an email strategy
Integrating email marketing with traditional marketing methods
Understanding and complying with the Unsolicited Electronic Messages (Spam) Act 2007
Natural Search, News Search, Blog Search and just plain search
Search Engine Optimisation
Creating a search friendly website
Using keywords appropriately
Understanding analytics and responding to trends
The relationship between blogging and search
Exercise: What is your Google footprint?
Blogs, Blogging and Blogger Relations Influential bloggers are often quoted in mainstream news media or the first to break a story. Recently we have seen blogs both lead attacks on products and services, and build a demand for them. This session will give you an understanding of how blogging works, how it impacts on your role, and how you can harness it to get the message out.
Who are the online influencers relavent to your organisation?
Creating a blog that people will actually want to read
Why are comments important/
Google friendly blogs, SEO and promotion
RSS and feeds
Integrating your blog with your marketing campaign
Exercise: Setting up a blog using free software
Twitter & Microblogging Last year it was Facebook; this year twitter seems to be the thing on everyone’s minds. This session will give an introduction to Microblogging and what it means for marketers.
Twitter: What can I say in 140 characters?
Power tips for gaining a large, interested twitter following
Building relationships to gain credibility – not just advertising spam
Case study: Using Twitter as a Customer Service Tool in NZ
Exercise: Setting up a twitter account
Social Networks – People In the past social networks were the domain of teenagers, now almost everyone has heard of Facebook, Linked In, Myspace and their usefulness as part of a social marketing/consultation strategy. This session will give you a crash course in the common social networks, and how you can use them to engage your customers on a more personal level.
An overview of common social networks & their relevance to your organisation
Which network is appropriate for your customers & stakeholders
Exercise: What is your personal brand online?
Power social networking – using social networking clients
Social networking etiquette – avoiding spam, and creating engagement
Social Networks – Content As with any website, the thing that makes people return is content, this session will look out how you can keep your audience engaged and interested – with content that keeps people coming back.
Social Media Optimisation
Tagging and bookmarking
Mobility of content
Social Bookmarking i.e. Digg/Reddit /Stumbleupon /Del.ico.us etc
Video for Effective Marketing and Communication When we forward a funny or shocking video to friends, we're often spreading someone's marketing campaign. This session looks at low budget, high return viral video, and how you can harness it for your messages.
The business case for online video communications
The who, the where, the what and they why of online video
Cost effectively producing, editing, uploading and distributing videos simultaneously
Newbie Mistakes and how to avoid them
Exercise: Shoot, transfer, edit and upload video to YouTube
Video Search Engine Optimisation
Corporate policies, copyright and fair use issues
Mobile and Location-Based Services With more and more powerful smartphones coming out every year, the internet is now mobile. Location-aware applications offer marketers exciting and intriguing opportunities to reach customers on the go.
Mobile social media – trends
Current Opportunities – txt
Future opportunities – rich media
Keeping your finger on the pulse Once your strategy is in place, you need to be able to ensure its return on investment. This session will give you a productivity system to ensure you can keep your finger on the pulse - without spending all your time on social media. 21st century marketing is about listening and responding, and this system will enable you to listen, correct your strategy, and respond quickly.
Tracking results – analytics and statistics
User Generated Media Monitoring tools and techniques
Responding to criticism and reputation management online
Exercise: Setting up alerts to track your organisations online reputation
Putting it all together By themselves, these tools are handy ways of communicating with your customers, but social media gains its true value when it is the sum of all its parts. This session will teach you how to integrate all the tools and techniques you have learnt over the past two days, and combine them with your current traditional marketing strategy to communicate with, market to and engage your customers and stakeholders.
Creating an online communications strategy
The appropriateness of social media for your message