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Advanced Social Media Marketing Course - Sydney, Melbourne, Brisbane and Perth

 

COURSE PROGRAM

The overarching aim of this course is to instill business disciplines and accountabilities throughout your social media activity. Major themes (across all platforms) are

  • Definition of objectives
  • Making your social media approaches targeted and strategic
  • Exploring paid social media options
  • Measurement and reportage (including campaign tracking and ROI analysis)
  • Content management

Social Media Strategy Canvas 

  • Define and align. Determine your organisational objectives (i.e. What do you want to achieve? Whom do you want to target?) then align your social media presence to those stated objectives. The scattergun approach is for amateurs. Use targeted, focused campaigns for customer service; sales; lead prospecting; recruitment; crisis management; event coverage or advocacy
  • Maximise and measure. Sometimes it pays to pay: Consider extending your organic reach through paid social media options. Then track and measure your social media assisted conversions for return-on-investment analysis
  • Budget and bridge it: Define a realistic budget to fully support your most important communications and targeted social media advertising campaigns. Then ensure you have clear and compelling bridges (calls-to-action) to move your social media community to your conversion end-points – e.g. your website, retail environment, contact centre, place or event

Facebook Advanced

  • Know who you are: Clearly establish the primary purpose of your Facebook brand page. Is it commercially focused – perhaps with an allocated budget? Is it an advertising platform? A community touch-point? Clarify your objectives then curate your content accordingly
  • Capture their hearts and minds: Grow a quality fan base by giving the right people reasons to keep returning to your page. Entertain, educate, enlighten and amuse before attempting to sell, market or promote
  • Spread the love: Harness the power of the Facebook algorithm – which recognises engaging, high quality content then rewards it by extending your organic (unpaid) reach out to the newsfeeds of existing fans and their friends
  • Turn up the heat: Boost selected posts and run ad campaigns to specific users based on their interests, demographics, or visits to your website (remarketing)
  • Get techy: Install Facebook’s base and conversion pixels on your web properties for campaign conversion tracking and efficient remarketing

Twitter Advanced

  • Focus and target: Don’t waste energy and precious resources following everyone. Utilise keyword and hashtag searches within defined geographical areas to seek out - and actively engage with - the right users
  • Get involved: Participate in the real-time Twitter back-channel. It supports virtually all major professional events happening around the world – including yours
  • Chunk it down: Segment users into manageable lists for marketing and communication purposes
  • Pump it up: Extend the reach of your long-form content by embedding rich media (for example, video and audio streaming) into your tweets

Instagram vs. Pinterest

Two visually based social media platforms - both increasing in popularity - and each with their own particular posting, arrangement and engagement features. Understand their differences then compare their relative merits for branding, events, ecommerce or product categorisation

Social Media Publishing Calendars & Scheduling

  • Create a publishing calendar based on your objectives and resource capabilities
  • Plan your posts (considering format, angle, timing, and distribution) using a content canvas
  • Pre-schedule elements of your social media campaigns using Hootsuite  

Social Media Hashtags

  • Adopt hashtags for #IncreasedContentVisibility
  • Define your hashtags by category and use (e.g. brand positioning; competitions; events etc)
  • Promote your hashtags offline to facilitate sharing and encourage common-interest communities

Social Media Image Management

  • Use strong visual branding across your social media platforms
  • Source high quality free images for your posts
  • Use sophisticated online image editors (free) to crop, overlay, frame, add effects and textures and create collages
  • Enhance image-based posts with simple but effective text and brand overlays