Advanced Social Media & Strategy - Sydney
You already know Social, now it’s time to get Strategic.
The overarching aim of this course is to instil business disciplines and accountabilities throughout your social media activity. The program structure will be especially 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. The course runs along four main themes:
- Social Media Strategy Formulation
- Audience Targeting (esp. paid options)
- Content Management
- Measurement & Reporting
The social media channels featured in the case studies, illustrations and live examples include Facebook, Instagram, Twitter, LinkedIn & YouTube (although Facebook receives the lion’s share of the focus). The utility platforms featured include Hootsuite, Google Analytics and Google Tag Manager.
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, your handy course book 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? Check out Tim’s video above, view the course support resources page, read our FAQs; flick us an email, or call 1300 946101 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, 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 Formulation
Set the scene with a social media strategy exercise. The strategy canvas will serve as the framework for the entire course, and will become a useful resource for you back in the office.
Get strategic: Define and align ALL of your social media concerning your organisational objectives, strategic objectives, target audience segmentation, social media channel selection, content requirements, target audience reach (organic and paid options), budget allocation, measurement and reporting points, and of course, return-on-investment (ROI) analysis.
The emphasis throughout the day will be on executing focused and tightly controlled campaigns for awareness; lead prospecting; customer service; sales; recruitment; crisis management; event support or advocacy. Whatever you're setting out to achieve.
2. Audience Targeting
Capture their hearts and minds: Grow a quality following by giving people reasons to stay following. Entertain, educate, enlighten and amuse before attempting to sell, market or promote. Harness the power of the newsfeed algorithms – which recognise engaging, high quality content and then rewards you by extending your organic reach.
Pay for play: Execute hyper-targeted paid campaigns to specific users based on their demographics & interests (Target Audiences); based on matches against your own customer database, or users who have previously visited your website (Custom Audiences); or based on users who are similar to your best customers or leads (Lookalike or Matched Audiences). Game on!
3. Content Management (3Rs)
Recycled content: Don’t post once in one place and hope for the best – you need to push your best content real hard across multiple publishing points. Consider curating your own and other people’s social media gems (use hashtag and local geotag searches for this) and share them back to your own audiences on your own social channels or website (recycling pre-existing content is a popular option amongst brands, especially on Instagram).
Repurposed content: Extend the shelf-life of your published content by changing it up and republishing it; same body but with a brand-new skin.
Reimagined content: Start mixing it up… non-standard video formats such as timelapse, hyperlapse, slow-mo & stop motion, eye-catching images, GIF’s, memes, emojis. If we can’t get their attention on a crowded newsfeed, we may as well pack up our toys and go home! (Tim’s rapper-puppet will likely make an appearance to reinforce the point).
4. Measurement and Reporting
Track everything: Install simple campaign URL’s on any social media hyperlink or CTA button driving traffic back to your website. Then match social media campaign-specific traffic against your website's Google Analytics conversion goal data (a great technique for social media campaign return-on-investment analysis).
Play tag: Insert social media tracking tags, such as Facebook’s Pixel, on your web properties for social media campaign conversion tracking and audience retargeting. And use Google Tag Manager to keep a handle on all those tags.
The social media channels featured in the case studies, illustrations and live examples include Facebook, Instagram, Twitter, LinkedIn & YouTube (although Facebook receives the lion’s share of the day). The utility platforms featured include Hootsuite, Google Analytics and Google Tag Manager.
2+ people: 50% combined
Calculated at check-out
2+ courses: 50% combined
Calculated at check-out