Advanced Social Media & Strategy - Melbourne
You already know social, now it’s time to get strategic.
The emphasis of this course is on executing focused and tightly controlled paid and unpaid campaigns for awareness, sales & leads, customer service, recruitment, crisis management, event support or advocacy. Whatever you're setting out to achieve through your social media presence.
The course will be useful if you have responsibility for the formulation of a social media strategy or the need to present an internal business-case; or maybe you’re currently outsourcing your socials and you’d like to reappraise what you’re getting for your investment. Four themes are explored:
- Social media strategy formulation
- Content management
- Audience targeting, especially paid options
- Measurement & reporting
The social media channels featured in the case studies, illustrations and live examples include Facebook, Instagram, Twitter, LinkedIn and YouTube, with Facebook receiving the lion’s share of attention. The utility platforms featured include Google Analytics, Google Tag Manager and the Google Campaign URL Builder.
We like to keep the format fairly relaxed, but it’s a tightly focussed learning environment. Class sizes are small – 15 participants, max – so that there’s always time for questions or clarification.
Takeaways: At the end of the day, you’ll have a clearer, more structured, more business-like approach to social media. You’ll leave with a Strategy Canvas, and an open invitation to avail yourself of the mountain of online resources on the net101 website. You’ll also have your Certificate of Training, so you might want to Google a framer on the way home.
Advanced Social Media & Strategy is a stand-alone course, but follows seamlessly on from the Internet Marketing & Social Media Essentials course running the previous day. If you feel you could do with a refresher before you deep dive into the advanced stuff, book both courses, and you’ll qualify for a 30% discount for each course. When ready, book online and pay with Visa, MasterCard or Amex, or opt to pay via invoice (emailed to you automatically at the completion of your booking).
Still have some questions? Play Tim's introduction video above, review the course support resources page, view our FAQs and course guarantee; flick us an email, or call 1300 946 101 to have a chat with somebody in the call centre. Actually, there’s no call centre. That number goes straight to Tim, the guy holding the fish.
Who it's for
You’re already using Social Media for business, but it’s a bit ad hoc / You’ve attended the net101 Social Media and Internet Marketing Essentials course, and you’re ready to get strategic / You need to demonstrate the value of business-level social media to others in your organisation / You’re doing millions of things across multiple platforms, and haven’t even got time to attend this course.
Who it's not for
You don’t know your hashtag from your handle (consider signing up for net101 Social Media and Internet Marketing Essentials course) / You’re looking for a ‘set-and-forget’ digital marketing strategy / You just need to spend the training budget before EOFY.
Program Program PDF (1MB)
1. Social Media Strategy
We begin with a social media strategy canvas exercise. The strategy canvas will serve as a touchstone throughout the course, as well as being a useful framework back in the office.
We will align your social media responsibilities against several considerations: your organisational objectives, strategic objectives, target audiences, social media channel selection, content requirements, target audience reach options (organic and/ or paid), budget allocation, and your measurement & reporting points.
2. Content Plan
Content is the fuel to drive your social media strategy. We'll cover techniques to make your content sourcing, production and publishing efforts more efficient:
Consistency of messaging using social media management software, content & publishing calendars, and establishing brand-aligned content pillars (themes). Recycling and repurposing content to maximise the value of what you've already published. Incorporating contemporary attention-grabbing devices such as GIF’s, memes and emojis. Freely sourcing eye-popping images and applying basic edits such as text and brand overlays. Producing much more video and mixing up the formats: time-lapse, hyper-lapse, slow-mo and stop-motion; installing video captions; and getting comfortable with your basic video kit and editing software, including newly accessible technology such as a gimbal stabiliser for smartphone video capture on-the-fly.
3. Achieving Audience Reach – Organic and Paid
Achieving organic (unpaid) reach is not dead, but you need to be audience-focused and creative to make it work. We’ll examine an Australian case study where it is working.
Increasingly you will utilise paid reach to get your message through. We'll run through the campaign targeting options available on Facebook, Instagram, LinkedIn and Twitter, namely 'Target Audiences' - targeting according to gender, age, location and user’s stated and implied interests. 'Custom Audiences' - targeting based on an email address or mobile number match from your own customer database; or retargeting users who have previously visited your website (we’ll show you how to install social media retargeting tracking codes into your website, e.g. Facebook’s Pixel). 'Lookalike Audiences' - targeting users who are similar to your best customers, leads or website visitors.
4. Measurement & Conversion Plan
Get your measurement on! Applying a campaign mentality to all of your social media makes it easier to pre-determine what success will look like for tracking and reporting purposes.
We’ll identify the key measurement points & metrics within and beyond your social media channels, i.e. reach, engagement, media consumption, social media conversions, website visits & website conversions, contact centre communications and physical location visits. We’ll use our Google Analytics reporting to track website traffic which is derived from social media generally or from a specific social media campaign by installing campaign tracking URL’s or applying campaign segments. We’ll look at landing page options to increase website conversions. We’ll finish with techniques to calculate the financial return-on-investment for your input of time and money (an extra benefit if you’re currently outsourcing any aspect of your social media).
2+ people: 30% combined
Calculated at check-out
2+ courses: 30% combined
Calculated at check-out