Advanced Social Media Marketing Course - Sydney, Melbourne, Brisbane and Perth
Completion of the net101 'Social Media & Digital Fast-Track' course OR 3+ years of experience using social media within an organisational context.
You already know social, now it’s time to get strategic. By the end of the day you’ll have a clearer, more structured, more business-like approach to social media.
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 core 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, LinkedIn, Twitter and YouTube. The utility platforms include Google Analytics, Google Tag Manager and Google's Campaign URL Builder (for social media campaign tracking).
1. Social Media Strategic Alignment
Using a group exercise we will endeavour to strategically align your current social media responsibilities: organisational objectives > strategic objectives > target audiences > social media channel selection > content format & angle > budget allocation > measurement points > return on investment analysis.
2. 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 to your target audiences. 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.
3. Content Plan
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.
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).