Social Media Strategy Course - Sydney, Melbourne, Brisbane and Perth
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 once 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 content & publishing calendars, and establishing brand aligned content pillars (themes). Recycling and repurposing content to maximise the value of what you've already published and is already out there. Incorporating contemporary attention-grabbing devices such as GIF’s, memes and emojis. Freely sourcing eye-popping images and applying basic edits such as text or brand overlays. Producing much more video and mixing up the formats: time-lapse, hyper-lapse, slow-mo and stop-motion; and getting comfortable with your basic video kit and editing software, including newly accessible technology such as gimbal stabilisers for smartphone video capture on the fly.
2. Achieving Audience Reach – Unpaid and Paid
Achieving organic (unpaid) reach is not dead, but you need to be super-smart and creative to make it work. We’ll look at an Australian case study where it’s working.
Increasingly you will utilise paid reach to get your messaging through. We'll run through the campaign targeting options available on Facebook, Instagram, LinkedIn and Twitter: 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, 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 a campaign segment to the data. 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 inputs of time and money - an extra benefit if you’re currently outsourcing any aspect of your social media responsibilities.